Around half of Cow's 15 staff have so far taken advantage of the scheme, in which they can trouser up to £400 to do something they wouldn't usually do, according to co-founder Dirk Singer.
Perhaps the most, er, interesting extra-curricular activity that a staffer has signed up for is Bikram Yoga, which consultant Jessica Livingstone has been practising up to three times a week.
Popular in the US, Bikram Yoga involves 90-minute classes in which 26 postures are adopted in a room in which the temperature is cranked up to 100 degrees Fahrenheit.
'They have these enormous heaters,' a red-faced and sweaty Livingstone tells Diary. 'It teaches you mental focus - work-wise, this enables me to think more creatively.'
She adds that talks are underway as to whether Cow will pay for her to go to Tibet next year. It's a tough life, PR.