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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. New Generation Thinkers is a scheme run by BBC 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