Pleasure is often thought about as being selfish, greedy, or hedonistic. We believe in making Pleasure a Priority. Pleasure does not just happen to us – we must actively choose to cultivate pleasure in our individual lives and in our relationships.

Pleasure is healthy, makes us feel happier, more alive, and gives us energy to fuel our days. We believe that being fulfilled with pleasure makes us better partners, parents, friends and coworkers.

And, we believe Pleasure can SAVE your life. Literally.

Here are 10 reasons why:

#10 – The autonomic nervous system controls the heart, the smooth muscles around your organs, and your glands. There are two modes – Sympathetic and Parasympathetic – Stress and Pleasure. Many adults stay stuck in the stress mode, which has devastating impact on your health. Experiencing pleasure counteracts the impact of stress and gives your body the chance to heal.

#9 – Pleasure is essential for your heart health. Pleasure activates the parasympathetic nervous system, which calms the heart rate, lowers blood pressure and stimulates production of healthy hormones that are highly beneficial to heart health.

#8 – Every experience of pleasure activates your immune system, providing a measurable and enduring boost to your body’s natural defenses. A single moment of pleasure can boost your immune response for up to 6 hours.

#7 – Pleasurable touch alleviates depression. If you are feeling depressed, and are touched or cuddled, your blood chemistry can change in as little as one millionth of a second – the brain instantly responds to pleasurable touch with a flood of endorphins. Studies have shown that many chronically depressed people are also touch starved.

#6 – Experiencing pleasure makes you feel loved. Feeling loved and emotionally secure is essential for the overall health of mammals. Study after study shows that emotional bonds and physical contact allow mammals to thrive. Studies with infants have shown that touch and love are biological needs on par with food and water.

#5 – The first five ways pleasure can save your life are all about the physical health benefits of pleasure. These health benefits should not be underestimated – more and more medical studies are confirming that pleasure, relaxation and love may be the best cure for what ails us. But we all know that quality of life is measured by much more than physical health. Pleasure is what makes our lives worth living.

#4 – Many long-term relationships and marriages end because of a lack of pleasure. Most love relationships prioritize shared pleasure in the beginning, but over the years, stress, responsibilities and duties tend to eclipse pleasure. By creating a culture of pleasure in relationships, and making it a priority to share pleasure in all forms, long term relationships can thrive.

#3 – We believe that being in tune with your authentic desires and pleasure leads to a sense of fulfillment and satisfaction with your life. Unfulfilled desires leads to resent and regret – the toxic twins that can make you feel like you wasted time, or lived a life of someone else’s making.

#2 – We all have a unique constellation of pleasures. Our pleasures and desires are part of what makes us who we are, and we often establish our communities around shared pleasures. Paying attention to what gives you pleasure will allow you to know yourself, and build more meaningful relationships and communities.

#1 – What are you truly passionate about? What kind of pleasure lights you up, make you feel completely alive? By locating peak moments of pleasure from our past and paying attention to new passions as they emerge, we can choose to live a more passionate life.

Making pleasure a priority can bring your body back into balance, counteracting the deadly effects of stress, and may literally save your life. And, pleasure will make you happier and more fulfilled – so you can be sure that the life you save is worth living.