The organiser of the Latitude music festival has said he is unashamed of the event's middle-class reputation - as he announced campers are to be invited to take part in early morning yoga sessions.
Instead of sleeping off hangovers in tents, festival goers will have the option of flexing their limbs on one of the campsites at this year's event at Henham Park, Suffolk.
Now in its ninth year, Latitude has been nicknamed Britain's most middle-class festival, and organiser Melvyn Benn admitted the latest addition would do nothing to scotch this.
He said: "I wouldn't be so presumptuous as to to say working class people don't do yoga but yoga absolutely reinforces our middle-class credentials and I've no qualms about that at all.
"It's something we've secretly wanted to add for a while and I think a lot of people will be pleased."
Mr Benn added that he expected the event, which begins on July 17, to sell out and he did not believe concerns over cost of living had hit Latitude.
"I know some other festivals are struggling but I don't think it's affected our sales and it certainly hasn't dictated our thinking over ticket pricing," he added.
"I believe that even in difficult economic times people still need some luxuries and as long as the line-up is strong and you are putting on a quality event, people will still want to come."
The festival will have the theme of "secrets and lies", inspired by CIA whistle-blower Edward Snowden.
This will involve a series of political debates held across the weekend along with artistic interpretations of the theme, including a ballet performance highlighting how dance would be used to express the secrets of the royal household in mediaeval times.
The headliners are blues/rock duo the Black Keys, Northern Irish indie act Two Door Cinema Club and Blur front-man Damon Albarn performing as a solo artist.
The festival will include 10 arts arenas and stages hosting comedy, theatre, dance, film, cabaret and literature.