The founder is David Fuller, 43. David hasn’t always been a mentor to men. He used to work in television as a producer for Channel 4 News. But 12 years ago, something changed.

“I had a really bad relationship breakup,” he says. “And also had a sense that a lot of the difficulties I was experiencing at work and in my life were related to childhood stuff. I felt like I was fighting against authority, and it was exactly the same dynamic that I had with my dad.”

David signed up for a week-long retreat which appealed to him because it had been described as two years’ psychotherapy in seven days.

“I'm the kind of person who wants to save time,” he says.

Far from being a quick fix, the retreat led to years of "personal growth work" and therapy.

David is trying to solve a problem. The workshops he attended dramatically improved his life and relationships, he says. He is much better at channeling anger constructively, for example. And the key to his transformation has been "emotional honesty": learning to recognise his feelings.

“The only way to get to have a healthy relationship with ourselves is to be really conscious of our feelings,” he says.

To many people, this might sound intuitive; however, the psychological literature suggests that men, on average, are worse at it than women.

And getting men to do it may not be easy. David noticed that men didn’t seem to attend workshops as often, and don’t buy as many self-help books. He had a hunch this was because of the way personal growth work was being pitched to men.

“Men’s work can take itself too seriously, which doesn’t work for the British,” he says. “We want to subvert seriousness wherever we see it. But the thing about this work is you have to actually put a lot into it. You have to really mean it."

Two years ago David started designing a retreat programme he thought would appeal to men (who could afford the £395 price-tag): one combining insights borrowed from psychology, religion, ritual, meditation and breathing exercises. He wanted to help men without alienating them. He decided that the best way to do that was by appealing openly to their masculinity.

“There is a narrative out there that says men are broken. They’re faulty,” he says.

“But nothing good comes from a place of shame and humiliation - it’s not an empowered place to be.”

Men need to make peace with themselves, he says. And to do that, they “need to get their shit together”.