It's not unusual for Sir Tom Jones to headline a music festival and perform in front of 30,000 people.
But the organisers of Camp Bestival insist that alongside an appearance from the global superstar this year's event will give families a unique opportunity - to improve their health and wellbeing.
Camp Bestival is unveiling its first ever wellness festival designed to bring 'joy, calm, and connection' to visitors from the UK and beyond.
Former radio 1 DJ Rob Da Bank and his wife Josie, who co-founded Bestival, believe it will provide the perfect antidote to families struggling with the day to day pressures of life in the modern digital age.
Camp Bestival has launched a wellbing 'festival within a festival' where festival-goers and families can indulge in a range of relaxation techniques over the weekend.
Away from the crowds and music is the Slomo Wellbeing Festival which will have its own chilled out section of the site where people who want some quiet time can go.
In the Slowmo section there are reset retreats, luxurious hot tubs, saunas and ice cold plunge pools as well as massage and treatments. There is also yoga, meditation and breath work.
Rob, 52, told MailOnline: 'Wellbeing is all about inclusivity and accessibility, and we really want families to give it a whirl.'
'We are both so passionate about wellbeing and would love to see the children of tomorrow starting early and having some fun with it.'
'Our whole mission is to make wellbeing accessible and to bring it on from the uber-trendy, slightly snooty wellbeing vibe.'
'Everyone is struggling with mental health and anxiety and stress and should have access to that.'
Camp Bestival - which runs from July 31 to August 3 - has grown into the UK's top family-friendly festival since the couple first launched the event which takes place at Lulworth Castle in Dorset in 2008.
A young Ed Sheeran once played there before hitting the big time - performing in the woods to an audience of around 30 people - while headliners have included Chuck Berry, Brian Wilson, Mark Ronson, Simple Minds and Primal Scream.
Sugababes and 90's dance act Basement Jaxx are topping the bill this year along with Sir Tom, 85.
With eight out of 10 Britons opting for a staycation this year, according to one recent survey, the event offers music lovers the chance to enjoy a 'festi-holiday' camping out in the green green grass of home.
And, for the first time, they will be able to make the most of the new Slomo Wellbeing Festival which will have its own chilled out section of the site.
Described as being 'a festival within a festival', people of all generations will be able to take part in daily sessions that include breath work, meditation and yoga often blending ancient practices with contemporary twists.
There's also reset retreats, luxurious hot tubs, saunas and ice cold plunge pools as well as massage and treatments.
The festival, which is hugely popular with children, takes place at Lulworth Castle, in Dorset
Every year the festival hosts a fancy dress day where children and their parents follow a theme
A 'dynamic mix of practitioners' will lead sessions throughout the day from mood lifting sunrise ceremonies to meditations under the stars.
Taking inspiration from Nordic contrast therapy culture, the schedule also includes chill-out DJ sets, cooking demonstrations, cacao-fuelled dance mornings, sound therapy, mantra evenings, and family shake-out sessions.
While drop-in wellbeing sessions are free, specialist treatments and experiences come at an extra cost and need to be booked in advance.
Josie, also 52, said of the new space: 'You can walk through the doors and feel like you've entered a very beautiful, nurturing new world. It's very colourful and stylish.'
'There's a real fun side to the wellness that we're offering. When Robby and I curate Camp Bestival we really try and offer families new things to try that they don't get to try in everyday life.'
'We're really honoured to be able to do this for children and families. Life is hard at the moment and parents are stressed. If we can get more people breathing, doing exercise and really having fun together then that's a great thing.'
'We cannot wait to throw open the doors.'
This year Sir Tom Jones, Sugababes and Basement Jaxx will be appearing among other artists
A host of top acts will appear alongside headliners including Lightning Seeds, The Zutons, DJ Annie Mac and drum and bass star Goldie.
Hundreds of free activities for families to explore include theatre, circus skills, science explorations, sports and a range of live performances including DJs, family raves, comedy and evening cabaret.
Family favourites such as Mr Tumble, Mister Maker, CBeebies Bedtime Stories, Horrible Histories and Dick and Dom will also return.