About Us

bobi empowers you to sustain the most profound wellness habit: better breathing

bobi is a name we shortened from ‘breathe out breathe in‘.

bobi was invented by Damien Thomas, a psychologist, who observed many of his clients struggled to develop and keep good breathing habits. bobi is a tactile and responsive aid to better breathing that operates in harmony with our body’s natural breathing pattern. bobi is a patented and trademarked device.

We’re proud to announce that on the 8th of September 2023 bobi won a gold medal at the Australian Good Design Awards.

Why is bobi needed in our lives?

We can't always control the events that lead to stress and anxiety in our lives. However one thing always in our control is how we breathe.

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bobi facilitates the habit of better breathing

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bobi creates a positive emotional response

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On-line breathing coaching is often ineffective or impractical

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Many people 'forget how to breathe' when stressed or anxious

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bobi allows its users to 'ground' themselves in any situation

Habits are formed when specific factors are met, including repetition, convenience, cues, and reward. bobi meets all of the prerequisites for habit formation, including the 'reward' of a sense of calm.

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There are nerve fibres located on the back of the hand, known as CT afferents, that create a reward sensation when they are activated. The fibres respond to slow moving, gentle, touch or compression. bobi has been designed to activate the CT afferents, through the movement of the back of hand strap, when in use.

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The use of a tactile or physical guide for breathing coaching is supported by research. Many people prefer to use a physical guide when attempting to slow their breathing rate. bobi also can be used discreetly, including in situations whereby it is not practical to use on-line training.

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Although breathing is an automatic process, when stressed sometimes it feels as if we need to consciously focus on each breath. This can increase our level of stress and anxiety as it feels like we are no longer in control of our body. It is common for someone experiencing stress and anxiety to make the comment "I forget how to breathe".

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The act of physically grounding ourselves is a powerful psychological tool. Grounding can take many forms, however often the most effective is by simply holding something in our hands. This allows us to focus our senses, and attention, away from the process of thinking - or 'overthinking'.

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Founder’s Story

Damien Thomas

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Damien Thomas is a psychologist with over 20 years’ experience. He has worked within the field of national security and war crimes investigations.

Everyone has a ‘light bulb,’ moment.

After completing his university degree, Damien commenced work with the Australian Government in January, 2001. By September 2001, he found himself in a changed world. This led to significant job role pressures, including deployments overseas in a counter-terrorism role. Stress and anxiety were inseparable from his work environment. Regulating his own emotional state became part of his job.

He discovered the benefits of breathing in the correct manner. He carried his experiences in the field into his practice as a psychologist. Foremost among these experiences was his conviction that ‘breathing’ could become part of everyone’s ability to deal with stress and anxiety. But how to imbed that practice in a daily, readily accessible, routine?

In going about his everyday activities, he picked up a simple, plastic, sprinkler valve. The light bulb lit up! It is a long and arduous journey from an idea’s inception to the realisation of a dream. By engaging the leading Australian design company, ‘Design + Industry’, Damien Thomas put his idea to the test. After years of trial and error, ‘bobi,’ has been realised.

A simple, durable, patented device to coach its users in a preferred breathing practice.

Welcome to ‘bobi!’ A unique way of enhancing health and wellbeing

Academic qualifications: BA (Psych); Graduate Diploma in Psychology; Master of Organisational Psychology (MPsych). Advanced Certificate in Rational-Emotive And Cognitive Behaviour Therapy (Institute for Rational-Emotive Therapy, New York, U.S.A)