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Wim Hof instructor Dan Hughes tells Sammie that your subconscious can process 300 million thoughts a second (your conscious mind only manages about 2,000), and that six breaths a minute, five seconds in through the nose, five seconds out, is enough to switch your body out of stress mode.
I used to run three businesses seven days a week, 16-hour days, and I told myself that was just what building something looked like. It wasn’t until I met Dan and got introduced to the Wim Hof method that I saw a change in myself in a single day, even if I went straight back to old habits afterwards.
It really hit home properly in January. I realised I’d been mouth-breathing through most of my day without knowing it, and I’d get brain fog every afternoon that meant I’d never book calls or do deep work after lunch. That’s the bit I wanted Dan to unpack for this Money Moments clip: the direct line between how you breathe, how you feel, and the decisions you end up making, including the financial ones.
Dan spent years running high-pressure consultancy work for a marina company and then Goodwood Estate before he became a breathing instructor at Vitae VI. He knows what burnout actually costs, not just in health, but in the quality of every decision you make while you’re in it.
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Key takeaways
- Extending your exhale (five seconds in through the nose, five seconds out) switches on your parasympathetic nervous system, the “rest and digest” state.
- A good resting breath rate is about six breaths a minute, roughly ten seconds per full breath.
- Your subconscious mind can process around 300 million thoughts a second, against about 2,000 for your conscious mind, so quiet breathing can help surface answers you already have.
- Burnout doesn’t just harm your health, it degrades the quality of every decision you make, including money and investing decisions.
- Skills and stress-tolerance built in a high-pressure career (staying calm, managing people, presenting under pressure) transfer directly to running your own business.
Timestamps
- [00:19] Why not breathing properly sets you up for a heightened, stressed state
- [01:09] Sammie on 16-hour days, losing shape, and the wake-up call that follows burnout
- [03:39] Dan’s career running marina consultancy and the Goodwood Estate
- [10:07] The subconscious can process 300 million thoughts a second
- [12:27] The actual breathing exercise: nose in, long exhale out
- [14:19] Sammie’s own mouth-breathing and afternoon brain fog
- [15:18] Sponsor break: Tide and Trading 212
The health-wealth connection: why burnout wrecks money decisions
Dan opens with something most people never clock: not breathing properly puts your body into a heightened state of alert before the day has even started, and the effect compounds as the hours go on. Sammie learned it the hard way, running his businesses seven days a week on 16-hour days. He got out of shape, relationships started to fray, and he barely saw family or friends because he was “so focused on this mission.”
Meeting Dan and trying the Wim Hof method produced a marked change in a single day, but Sammie went home and carried on as before. The shift only landed properly in January.
Dan’s argument is blunt: if you’re working towards burnout, not sleeping and not eating properly, you won’t make good decisions, and that includes decisions around wealth and investment. You need to rewind to basics. His summary of the method: the mind controls the body, but the breath controls the mind.
Anyone building a first business or side income tends to assume the hours are the price of admission, but burn the body down for long enough and the judgement goes with it. The wake-up call, Sammie says, comes to everyone who hasn’t got the basics right, whether in your 20s, 50s or 60s.
Dan's high-stress career, and whether it was worth it
Before becoming a Wim Hof instructor at Vitae VI, Dan ran consultancy for an international marina company, designing facilities for yachts and superyachts worldwide, then was headhunted to Goodwood Estate in West Sussex. There he delivered projects off the estate, from work with the Henry Ford Museum in Detroit to motorsport theme parks for the Saudi government.
The cost was brutal. Days started around 5am and often didn’t finish until 10.30 or 11pm, on the phone to eastern time zones in the morning and western in the evening, always delivering to the standard of a big brand.
Asked whether it was worth it, Dan is honest: he enjoyed the work, but he was making already wealthy shareholders wealthier “whilst I slowly killed myself.” His conclusion: “that is probably not worth it, is it?” Sammie pushes back on discounting the chapter entirely, and Dan agrees it wasn’t wasted: the structure, brand awareness and pitching to senior government leaders now feed directly into his own business.
The subconscious exercise: 300 million thoughts a second
For listeners with a gut feeling they’re meant to do something else, Dan starts with a statistic. He references a study suggesting the subconscious brain can deal with around 300 million thoughts a second, while the conscious mind copes with about 2,000. So stop forcing the idea consciously and ask the subconscious to help.
The method: sit in a quiet room, close your eyes, and focus on your breath without changing it for a few minutes. Reset, do a few minutes more, then ask directly, in Dan’s words, “I would like some help with my idea,” and let it go. The answer might take a couple of days or weeks, but it usually comes.
It’s the same mechanism behind ideas arriving on a run, on a beach, or in the shower, as Sammie immediately recognises: your subconscious working on your behalf while the conscious mind is out of the way.
The breathing technique: six breaths a minute
The technique itself comes down to one adjustment. A good breath is always in through the nose, followed by a long exhale, out through the nose or pursed lips. Extending the exhale is what switches on your parasympathetic nervous system, the rest-and-digest state you want to be in most of the time, and Dan says the switch happens almost immediately.
He contrasts this with commuters breathing through their mouths, high in the chest, shallow and fast. A good resting rate is about six breaths a minute: five seconds in, five seconds out, ten seconds per breath, six times a minute. At that rate your heart rate and respiratory rate come into harmony and your body gets the oxygen it needs.
Sammie’s own story shows the stakes. He’d been mouth-breathing all day without noticing, and the result was brain fog after lunch, bad enough that he’d never book calls or attempt deep work. It grew until roughly six hours of every day were affected. Dan’s response: focus, concentration, sleep, energy, there are so many benefits.
If shallow breathing was quietly costing Sammie a quarter of his productive time, it’s worth asking what the same pattern costs anyone trying to audit their own spending or make considered money decisions while running on empty. Getting the basics right isn’t separate from getting your finances right, it’s the precondition. Before a reliable emergency fund or a budgeting plan can stick, you need a calm, consistent version of yourself making the decisions.
This transcript is auto-generated and lightly edited for readability, it may contain errors.
[0:19] Dan: A lot of people are not realising the the damage that that not breathing properly can do. And they’re they’re setting themselves into that state of heightened alert, that heightened state, uh you know, before they’ve even started. Yeah. Um, and that’s just gonna cumulatively affect, um, you know, have a cumulative effect as their day progresses. Um, but your point about health and wealth that you said right at the start, really, you know, I really got some insight when I was not working, how important your health is. Because without your health, you can’t be a dad, you can’t be a husband, you can’t be a partner, you can’t be a mate, you know, you can’t be part of the social circle because you’re you know, you’re you’re not well. Because everything we strive for, everything falls apart. Yeah.
[1:09] Sammie: Yeah. And it’s like your entire life. And when those things happen to you, like I, you know, I uh really open, I could you know, it being a founder of a growing business takes its toll. And I was doing exactly that seven days a week, you know, 16-hour days, just going for it. Got out of shape, um, you know, relationships started to fall apart, didn’t see my family enough, didn’t see my friends, and all because I was like just drilled for so focused on this mission. And it was actually when I first met you that we f I first got introduced to the Wimmerhof methods. I saw a marked change in me in that day, but I went home, carried on, etc. etc. And it was only really in sort of January time that it sort of really started to manifest. Um and it really does make you think like, what are we actually doing all of this for? I think it stems over into your money conversation as well, because like, you know, what are you investing for? What are you actually working so hard? Like, do you want to be that CEO that you’re turning up to be every single day because that’s the pathway that you’re leading? Um and if you haven’t got the back end sorted out, all none of that matters really, because you and you’ll get a wake-up call at some point, and it’ll happen to you in your 20s or your 50s, yeah, or your 60s or whatever, that it’s gonna happen to you at some point. Um if you haven’t got that right.
[2:39] Dan: Yeah, I I totally agree. And I think also that if you are, you know, if you are working towards burnout, if you are stressed all the time, unable to sleep and not eating properly and working too hard, then you know, you’re not gonna be making the right decisions. And those include the decisions that that you talk about in terms of you know, wealth and investment and all that, all the financial decisions, as well as everything else. So you’re quite right. You you know, you almost need to rewind the clock right back and start, you know, start with the basics, get the basics right, and then everything else will will follow. I say in my workshops and courses all the time that the mind controls the body, but the breath controls the mind. So if you get control of your breath, you control your mind, everything else will flow.
[3:28] Sammie: Yeah, it is really, really powerful stuff. And yeah, we’re gonna do some today. Uh but I do want to just sort of hark back a touch because I think the context, like, what did you do?
[3:39] Dan: So, okay, that yeah, that’s a I’ve talked about this career, but but not talked about what it was I did. So I worked um initially for um an international marina company, so parking places for boats basically, but on a on an international basis. Um so we were uh we were operating facilities around the world that enable people to keep their keep their boats safe. Um Yachts and things. Yachts and things, yeah, yachts, power, power boat, super yachts. Uh and then we um we were getting because because the brand that I worked for was the best known brand in in the business, um, I um uh I was getting a lot of inquiries from people that wanted us to set up a marina facility for them, design it for them, and and so on. And we had no we had no ability to do that. So I created a consultancy business where we would take those projects, we would do the design, and then those projects were then fed into our operating business. So we would operate and brand the facility as well. And that was really successful. Lots of travel, um, you know, very different working environments in every different location, different culture, different business culture as well. Really interesting to learn, you know, how to do business in Italy versus how to do business in the Middle East versus how to do business in the Caribbean. Um, and that was that was absolutely fascinating. And I I really enjoyed that part of the role. Um and then I was uh I was headhunted and and I moved to uh the Goodwood estate down in in West Sussex, yeah, uh, where I ran the consultancy business for Goodwood. So everything that we did on the estate in Goodwood, I I would help deliver off the estate. And we did lots of really cool stuff. You know, we did some work with the Henry Ford Museum in Detroit. We did work for um the Saudi government designing motorsport theme parks. We had projects all over the, you know, all over the world, all over the place.
[5:39] Sammie: So safe to say a pretty highly stressful, powerful role.
[5:44] Dan: Very much so, yeah. Very much so. With a with a really strong brand sat behind you as well. So you had to deliver to the standard of the brand all the time. And it had to be on top form.
[5:54] Sammie: And dealing internationally, you’re then dealing with time zones, you’re getting emails at 2 a.m. Yeah, often urgent.
[5:59] Dan: Yeah. My my my day would you know would would start um sort of 5 a.m. and probably not finish until 10 30, 11 o’clock because of the time zone situation. And the same in the in the marina business as well. I used to commute to London and I’d be on the phone to my colleagues uh, you know, in the in the uh in the sort of eastern time zone um, you know, first thing in the morning and then in the in the western time zone in the in the evening.
[6:25] Sammie: So knowing what you know now, was it worth it? All of that hard work and stress to get to your point that you are today?
[6:35] Dan: That’s a really difficult question to answer. Was it worth it? Um I don’t get me wrong, I really enjoyed what I did. It was, you know, it was an interesting job, and it it was way, way more interesting than than I realise a lot of other people, you know, are are faced with when it when it comes to work. Um But I was working for shareholders, so you know, making potentially, you know, potentially wealthy people even more wealthy, whilst I slowly killed myself. So so that is probably not worth it, is it?
[7:08] Sammie: No. That’s what I was getting at, because like you’ve got to this point, you’ve had that aha moment happened to me. And I feel like unless you’re working for somewhere where the mission is like ingrained into your psyche and being, you know, 99% of the people in this country and all around the world, that isn’t the case. You’re just doing it because you’re there, it’s can eventually it will eventually will start to like take its toll in its health, but also in your mind as well. Yes. And I feel like that’s why I asked that question. Because everyone that I’ve met that’s gone, oh yeah, and then they move over and do the do the thing, have gone no, but yes. Because I think it it’s very important to like not completely discount all the work you’ve done up to this point, and because it’s made you the person that you are today.
[8:03] Dan: Yes. But it’s also all the lessons that I learned all the way through have set me well for creating a new business. So I’m very brand aware, I’m very structured in how I put things together, very professional in the way I deliver things. You know, I’ve stood in front of senior leaders of of you know of um of government presenting, you know, and pitching. So I know how to engage with an audience, at least I think I do. Um, and um, you know, all those lessons that I’ve learned going through my career of of you know start are starting to play out now. Um so yes, you know, that that experience is is sat there in the background.
[8:44] Sammie: Yeah, I think because when people have like initially come to look at say a business idea, they’re like, well, I don’t know how anything. I’m like, well, you you do. You actually know a lot more than you think you do. And I think people are so hard on themselves when they come to that situation. And it’s like, well, actually, if you’ve done a customer service role in call centres, well, great, you know how to talk to angry people. Big part of the thing is like being able to like stay calm in those situations. It’s a massive part in business, staying calm in stressful situations because it will happen. And there’s tons of things in there, you know, dealing with a team, being part of a team, teamwork, understanding management, if you’ve moved into management, like how do you deal with people? Um, and these are all things and skills which are going to be very powerful for you when you go and do your own thing, if you go and do your own thing.
[9:30] Dan: Totally agree, totally agree. And and you know, uh if if you’ve had the the opportunity, like I did, to create, you know, business plan after business plan for other people when it comes to doing your own, you you kind of know what what you’re looking for.
[9:44] Sammie: Yeah, totally. So if someone’s listening to this right now and they’re thinking, yeah, you know, uh they’ve got that kind of gut feeling that they’re kind of meant to do something else, and they didn’t ever set out to work in account management or, you know, hospitality or whatever that might well be, like what’s some core things that they can start to look at to really start to change the way that they think about this.
[10:07] Dan: Your reference to gut instinct is really interesting. There’s a recent study um done. I can’t remember the the uh the precise details of who did the study, but they suggest that your subconscious brain can deal with 300 million thoughts a second. 300 million? 300 million your your conscious mind can only cope with about 2,000, which is still quite a lot every second. So those people that have that feel that they’ve got an idea but they’re not sure what that idea is, they know they want to do something, then ask your subconscious to help you. And you can use a breathing exercise that helps your s helps your creativity.
[10:51] Sammie: Okay.
[10:52] Dan: And we’ll we’ll go through that breathing exercise shortly. But the idea is that you plant the seed in your subconscious, you allow that seed to cultivate, and it will bring you the answer. It will bring you it works, it works, it is remarkable. Okay. And and many of us have have had that situation where we’ve been out, you know, maybe gone for a run or gone for a walk or sat on the beach, not really thinking about anything, and all of a sudden the answer will come. So something you didn’t think you knew, you know, you didn’t think you were thinking about.
[11:23] Sammie: That’s what I say the best idea is in the shower, right? Yeah, yeah. Yeah, yeah.
[11:26] Dan: So that is your that’s your gut instinct, your subconscious working on your behalf. So for those people listening that perhaps know that they need to do something, they want to get get out of the, you know, the the circle that they’re in, just plant the seed in your subconscious and see what happens. And it’s very easy because all you need to do is is sit yourself down in a nice quiet room, just close your eyes and really focus on your breath. Don’t change anything, but just notice your breath. And do that for a few minutes and then when you think you’ve had enough, do it for a few minutes more, and then ask your subconscious to help you. Say, you know, say in the words, I would like some help with my idea. And leave it at that. Then just just bring your consciousness back to the you know, back to the forefront of your mind, and and the answer will usually come. Might take a couple of days, might take a couple of weeks, but the answer will usually come.
[12:26] Sammie: So can we do this? What what do we do?
[12:27] Dan: So we just it’s not going to make very good podcast material because it’s very quiet breathing. Okay, all you literally do is just sit quietly in a room, yeah, close your eyes, and literally just focus on your breath um just for a few minutes, and then then when you think you’ve you know had enough, you just reset and and do do it for a few minutes more, and then ask your subconscious the question. And for you what’s a good breath. So a good breath is always in through the nose. And a nice long exhale. So we’ll do we’ll do some more, you know, some more sort of structured breath exercises for everybody to practice as as we go through um the this chat. But the the the key to dialing down or switching on, if you like, your parasympathetic nervous system, your rest and digest nervous system, which is the one you want to be in most of the time, is to extend your exhale. So if you breathe in through your nose and then either extend your exhale out through your nose or through your mouth, per slips, that is immediately going to switch on your um parasympathetic nervous system. Yeah. Um, and that all those guys that I was witnessing on the train today, they’re all breathing through their mouth, very high, you know, up in the chest, very shallow, very fast breathing. Um now, you know, a good breath rate when you’re at rest is about six breaths a minute. So if you if you think about it, five seconds of inhale, five seconds of exhale is ten seconds times six, six times, six times a minute. That’s that’s a really good breath. When you are breathing at that rate, your body systems are all in harmony with each other. Your heart rate is in harmony with your respiratory rate, and all your body systems are working, you know, as they should do. They’re all getting the right amount of oxygen and what have you.
[14:19] Sammie: Yeah, like harping back to before like we came, I came to see you in January was like that I was like mouth breathing throughout the day. And uh, you know, this is useful for anyone that’s sort of working, was that you would get I’d get that like brain fog. Is that that typical after lunch would have to have a coffee or tea to get me through that period? And even in that period, I would never book calls, I would never like do any deep work just because I physically wasn’t like actually mentally able to. Yes. And that got worse and worse and worse and was growing and growing and growing until it was like six hours of the day, which was massively impacting like how you live. And so I think it’s like massively beneficial for founders, but anyone and any sort of work, like calming yourself down, will make you focus better, make you sleep better. There’s so many benefits.
[15:12] Dan: Absolutely. Focus, concentration, sleep, energy. Um, you know, there are so many benefits.
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Frequently asked questions
Breathe in through the nose, then take a long exhale, either back out through the nose or through pursed lips. Extending the exhale switches on your parasympathetic nervous system, your body’s rest-and-digest state, which Dan says happens almost immediately once you make the adjustment consistently.
Dan says around six breaths a minute is a good resting rate: roughly five seconds of inhale and five seconds of exhale, ten seconds per breath, six times a minute. At that pace, your heart rate and respiratory rate come into harmony and your body gets the oxygen it needs.
Dan explains that working towards burnout, not sleeping, eating poorly and working too hard, means you stop making good decisions across the board, including financial ones. Sammie agrees, describing his own afternoon brain fog that stopped him doing deep work or booking calls for up to six hours a day.
Vitae VI is the business Dan now runs as a Wim Hof breathing instructor, teaching workshops and courses on breathwork. Before this, he spent years in high-pressure consultancy roles, first for an international marina company and then running consultancy work for Goodwood Estate.
Dan says quiet, focused breathing can help access the subconscious, which he references as processing around 300 million thoughts a second versus about 2,000 for the conscious mind. Sitting quietly, focusing on breath, then asking your subconscious a direct question can surface answers over the following days or weeks.
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This episode is meant for educational purposes and should not be considered financial advice. When you invest your capital is at risk. Past performance is not a guarantee of future success.
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