Using Francis and Bessant (2005)'s concept of positional innovation, this thesis investigates how the natural environment is positioned as a health and well-being resource, and in addition how this can apply to market creation. The thesis encompasses pilot data and two ethnographic case studies that were collected through semi-structured interviews, ethnographic interviews and ethnography. The research was sited primarily in Cornwall, UK but also a month long international comparison was made in a secondment to Finland. The data suggests that the natural environment is being positioned to replicate mental states used in treatment of specific conditions, e.g. the calmness of an estuary is used to facilitate and replicate meditative and mindfulness practises. The natural environment and activities chosen were mapped to the individuals under therapy in a highly specific manner. This then offers a vast range of possible therapies through the plethora of natural environments found in the UK. In addition, the thesis tested the application of Pierre Bourdieu's meta-theory of the general theory of economic practices as a means for describing the phenomena of Positional Innovation, as well as contributing to the literature on this topic. It was found that the general theory of economic practices was extremely effective at describing the health and well-being service innovation process, far more in the author's opinion than most other innovation theories. Which are more focused on larger, corporate organisations and are therefore of less use in a health related contexts.