Product Update

Is The Head Plan Still in Business? (2026 Update)

Is The Head Plan from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy The Head Plan today.

Dragons' Den IndexUpdated 29 January 20266 min read

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The Head Plan is one of the stronger Peter Jones bets in recent series, a range of wellness journals and planners that pitched in series 21 and has gone on to build a genuinely large following. If you are trying to work out whether it is still around, the short answer is not just yes, it is thriving.

Wellness journals had already become a crowded category by the time The Head Plan pitched, with dozens of similar products competing for the same shelf space, which makes its subsequent growth into a genuinely large following even more notable.

The Short Answer

The Head Plan is still in business. The brand's website is active and well stocked, selling journals, planners, digital bundles and a kids' range, with the flagship undated wellness journal describing itself as loved by more than 150,000 customers.

For a stationery and wellness brand, that kind of scale years after a single Den appearance is a strong signal. Journals are an unforgiving category, easy to copy and dependent on constant new customers, and this one has clearly found an audience that keeps coming back.

The brand now sells across several distinct formats rather than a single journal, spanning printed planners, digital downloads and a dedicated kids' range, which spreads its revenue across different customer needs rather than depending on one product staying fashionable.

The Pitch

The Head Plan pitched in series 21, episode 6, in the Health & Wellness category. The product is a range of guided journals built around goal setting, gratitude and mindset, aimed at people who want structure without the intensity of a full therapy or coaching programme.

The founders asked for 80,000 pounds in exchange for 10 percent of the business, a confident valuation for a paper product but one that reflected genuine early sales traction.

The founders had built a loyal early following before the pitch through their own social media presence, sharing snippets of the journaling method they had developed, which gave the Dragons a real audience signal rather than just a product sample to evaluate.

The Deal That Got Done

Peter Jones backed the pitch at the terms asked, 80,000 pounds for 10 percent. For a consumer stationery brand looking to scale into retail and online, Jones is about as strong a partner as the Den offers, given his decades in consumer products and retail distribution.

The founders had more than one offer on the table before choosing Jones, which says something about how well the pitch landed with the panel as a whole, not just the Dragon who ended up writing the cheque.

Turning down other offers from the panel in favour of Jones also suggests the founders were thinking beyond the cheque itself, weighing up which Dragon's network and retail contacts would matter most as the brand tried to move from online sales into physical stockists.

Why This One Kept Growing

Wellness journals are a crowded space, sold everywhere from independent stationers to the supermarket aisle, and standing out requires more than a nice cover design. The Head Plan built out a proper ecosystem instead, an app, a community, and a full product range covering journals, agendas and kids' editions.

That range expansion, moving from a single flagship journal into a full catalogue with digital add ons, is usually the clearest sign a Den brand has moved past its television moment and turned into an actual company with repeat customers.

The brand also invested early in building a companion app and an online community, giving customers a reason to engage with The Head Plan between journal purchases rather than only at the point of buying a new one each year. That kind of ongoing engagement is difficult to fake and expensive to maintain if the underlying business is not actually healthy.

Where Things Stand Now

The recap: The Head Plan pitched in series 21 for 80,000 pounds at 10 percent, and Peter Jones backed it at those terms.

The current picture is a genuinely strong one. The website is active, the product range has expanded well beyond the original journal, and the brand talks about a community well over 150,000 strong. If you were checking whether this one survived, it did, and it looks to be one of the better performing consumer brands to come out of recent series.

Pricing has also held up well, with journals selling in the twenty to thirty pound range rather than being discounted down to clear stock, which is usually a sign that demand remains strong enough not to need it.

Where to buy The Head Plan

Still selling as of 29 January 2026. Check today's price and availability.

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See the full The Head Plan deal breakdown and term sheet →