Hannah Rode, manager of The Snuggle House Rejuvenation Retreat in Madison, said the business, which opened Tuesday, offers services that are meant to be therapeutic rather than sexual, WISC-TV, Madison, reported.
"I just think it would be a world of a difference for so many people if they could come here and feel the support," Rode said. "I'm totally ready for people to be against it or not understand, and I'm OK with it."
Rode said the "professional snugglers" could prove helpful to people who have faced traumatic situations, such as the loss of a loved one or a military deployment.
Madison city officials said they are keeping a close watch on the business.
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