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Elsa Richardson uncovers the early history of the wellbeing industry and introduces Eustace Hamilton Miles, a diet guru who made his name selling health to Edwardian Britons. Reformers promoted the ‘simple life’, one that emphasised fresh air, exercise and the consumption of ‘sun-fired’ foods such as wholegrains, fruits and vegetables but this ‘simple life’ was also a highly profitable enterprise.

Elsa Richardson teaches on the history of the emotions and is a Chancellor’s Fellow at the University of Strathclyde, Glasgow. The Essay was recorded at this year's Free Thinking Festival with an audience at Sage Gateshead and you can hear her answering audience questions in the Â鶹ԼÅÄ Arts&Ideas podcast.

New Generation Thinkers is a scheme run by Â鶹ԼÅÄ Radio 3 and the Arts and Humanities Research Council to select ten academics each year who can turn their research into radio

Producer: Zahid Warley