Our story
Put your oxygen mask on first, before helping others.
Breathe began with me being unwell and Joe looking for something that might help. This is the story of what happened next.
Told by Matt, co-founder of Breathe.
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2016–2022 · Living with Crohn’s
I was 21 when I was diagnosed.
In 2016, I was diagnosed with Crohn’s disease. Much of my twenties became a cycle of flare-ups, hospital stays and medication. There were periods when things settled, but the possibility of getting ill again was always there.
Alongside the Crohn’s, I was dealing with fatigue, brain fog, skin allergies and intense itching. Over time, feeling unwell became so familiar that I struggled to remember what feeling well was actually like.
By 2022, another severe flare-up had put me back in hospital. I was exhausted. I remember wondering whether this was just how my life was going to be.
“I remember wondering whether this was just how my life was going to be.”



An introduction to hyperbaric oxygen
Joe kept looking.
While I was in hospital, Joe was searching for something that might help. One night, he came across hyperbaric oxygen therapy and started telling me about it.
Neither of us knew much about it. We had questions, and after years of being unwell, I was cautious about getting my hopes up. But once I was discharged, we travelled to Liverpool to try a chamber.
After that first session, I felt a small improvement. It wasn’t dramatic, and to most it would seem minor, but I had a stomach rumble for the first time in 6 years. I hadn’t felt hunger since I first got unwell.
“Even a small change meant a lot.”

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2023 · The chamber at home
We bought a chamber.
“One day, I looked down at my hands and realised something had changed.”
We decided to buy a chamber to use at home. It was a big decision, but having it there meant I could use it regularly, and over the following months it became part of my routine.
Gradually, I started noticing changes. My head felt clearer. My skin began to settle. The itching eased. One day, I looked down at my hands and realised the medicine-induced warts that had been there for years were gone.
These were personal changes I was experiencing, and I wanted to understand them. Joe and I kept reading, asking questions and learning everything we could about hyperbaric oxygen.
As I began to feel better, my life started opening up again. One day without pain became three, then a week, then an entire month. With that came more energy, more confidence and the space to think beyond the next flare-up. During that time, I made the personal decision to stop taking my medication and commit fully to hyperbaric oxygen.

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2023 · Breathe begins
We started working out how other people could have this chance.
As people around us heard about what I was experiencing, they started asking questions. We invited others to try the chamber, and the conversations that followed made us want to take the idea further.
But the cost kept coming up. I had been finding sessions priced at £80–£200 an hour. If you were looking at a course of regular sessions, the numbers quickly became difficult to justify, or simply impossible to afford.
So in 2023, while I was still using the chamber at home, we started creating Breathe. We worked on the idea, the prices and a membership model that could make regular visits a realistic option for more people.
Accessibility was the reason we were doing this. We had to work out how to build a business around it.
“Accessibility was the reason we were doing this.”



2023–2024 · Finding the right place
We knew what we wanted people to walk into.
It took another twelve months to find the right location. By then, we had spent a lot of time thinking about how Breathe should feel.
I knew how much my surroundings could affect the way I felt when I went somewhere for care. We wanted somewhere you could walk into and feel comfortable asking questions, taking your time and being yourself.
We thought about the plants, the art, the sounds, the scent of the room and the people you would meet. We wanted you to feel understood as a person, known properly and surrounded by things that made you want to stay. The theme that followed was labelled “anti-clinical”.
Space matters. Air matters. The way you’re greeted matters. All of it is the therapy.
Space matters. Air matters. The way you’re greeted matters. All of it is the therapy.
Matt, co-founder of Breathe


September 2024 · Opening the doors
Then Dan booked.
“Joe and I jumped up and down like little kids.”
We risked everything to open Breathe. We believed in what we were building, but we had no clear idea whether it would work.
Most people we spoke to had never heard of hyperbaric oxygen. We were trying to explain something unfamiliar while also learning how to run the business, look after people and keep everything moving.
On our second day, our first membership order came through. It was Dan.
Joe and I jumped up and down like little kids. Someone had seen what we were trying to do and decided to be part of it.
Dan is still with us today.



September 2024–January 2025 · Finding our people
Our members helped Breathe grow.
In September 2024, we had 34 appointments. By January 2025, that had grown to 526.
34appointments · September 2024526appointments · January 2025
Behind those numbers were people coming back, bringing someone with them and telling others about their experience. Our early members helped shape Breathe. They asked questions, gave us feedback and spread the word.
Some of the people who joined us in that first year are still here. They have seen the changes, grown with us and become a huge part of what this place is.
We’ve been holding onto the side of the Breathe rocket ever since, taking the highs and lows as they come. Through all of it, we’ve kept coming back to the same question: how do we make this accessible to more people while giving each person the care and attention they came for?
“We’ve been holding onto the side of the Breathe rocket ever since.”
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Jimmy King · 2014–2025
Jimmy was the heart of Breathe.
Jimmy was there when we opened the doors, and he loved everyone.
People would arrive in pain, exhausted or having a difficult day, and he would bring them one of his cuddly toys or rest his paw on them. He quickly learnt how to be around our members, offering his own kind of company without needing anything explained.
He became our unofficial therapy dog. Some people came to Breathe just to see him. If you read our early reviews, you’ll find his name everywhere.
“Some people came to Breathe just to see him.”
Losing Jimmy was the hardest thing Joe and I have been through together. He had become part of so many people’s visits, as well as being such a huge part of our lives.
His magic, care and charisma live on in everything we do. He helped make Breathe feel the way it does, and he will always be part of this place.
Jimmy King · 2014–2025
A gentle giant whose energy is forever with us.
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October 2026 · Looking after myself, too
I’m still learning to put my oxygen mask on first.
As I write this in October 2026, I’m the healthiest, heaviest and strongest I have ever been. Since the summer of 2023, I’ve remained in remission from Crohn’s and haven’t experienced the symptoms that once shaped so much of my life.
That doesn’t mean looking after myself has become effortless. I hadn’t realised how hard it would be to keep prioritising my own health while helping other people with theirs.
“I hadn’t realised how hard it would be to keep prioritising my own health while helping other people with theirs.”
There have been times when building Breathe has taken more out of me than I expected. Shortly after we lost Jimmy, I reached a point where I wasn’t sure I could keep going. That same day, a member’s husband wrote to me. His wife was living with stage four cancer, and he wanted us to know how grateful he was that Breathe existed and how much the care we’d shown her had meant to them both. Reading his words didn’t take away the grief or exhaustion, but it reminded me why we’d opened our doors in the first place.
“Put your oxygen mask on first, before helping others” is something I say often. It’s also something I still need to remind myself.
What comes next
We want you to feel known here.
Everyone who comes through our doors has a life outside the appointment. What brings them here might be obvious, or it might take a conversation before they feel comfortable telling us.
We want to take the time for that conversation. To show you around, explain things properly, remember what matters to you and help you feel at ease.
As Breathe grows, that is what we want to carry with us. The personal care, the curiosity, the surroundings and the feeling that someone has thought about your visit before you arrive.
This year, we began franchising after two years spent building the framework to do it properly. We wanted to be sure that every new Breathe could carry the same ethos, meet the same safety and quality standards, and offer the personal care that makes this place feel like it does.
When I was lying in hospital in 2022, I couldn’t have imagined any of this. The place, the people, or how much our lives would change.
I’m very glad Joe kept looking.
MattCo-founder of Breathe
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You’re welcome to visit for a consultation and tour before deciding on a session.
This is Matt’s personal account. His experience does not establish that hyperbaric oxygen caused his remission or predict how someone else will respond. Breathe does not replace medical care. Decisions about Crohn’s treatment or medication should be made with your specialist.







