Balance, an imprint of Grand Central Publishing, is devoted to publishing titles that guide readers toward optimizing their physical, emotional, and psychological well-being. PW talked with Nana K. Twumasi, v-p and publisher of Balance, about the imprint’s holistic and inclusive approach to health and wellness and how Balance titles are providing the practical wisdom readers need to succeed.
Tell me about the mission behind the Balance imprint.
Balance is a practical nonfiction wellness imprint built with the whole person in mind. The core of our mission is to empower readers with expert advice and inspire them to be their best selves at home, at their desks, and out in the world. We publish in the areas of mental and physical health, spirituality, relationships, parenting, leadership, career, and lifestyle.
How are Balance books uniquely situated to help nurture and inspire readers?
We’re really leaning into the practical aspect of practical nonfiction. We know readers seek our books because they have real problems they want to solve in all the nuanced aspects of their lives, so we try to answer the question of “how.” There will always be books that illuminate personal issues, or inspire readers to approach a topic differently, but we want to bring a radically practical voice to the conversation. With that in mind, Balance titles strive to offer actionable solutions readers can implement immediately to bring about positive change in their lives.
Has the pandemic influenced you in terms of the content you are publishing?
Not entirely. The pandemic has brought more attention to the types of books we publish as so many of us have found ourselves languishing over the last few years, left to confront a lot of things we were able to ignore in the busyness of pre-pandemic life, but the popularity of and desire for books in this space had already been increasing. People have questions they need answered, and they need them answered in an approachable, realistic way, by voices they can trust.
Can you speak to what you feel is the importance of reliable and informed nonfiction voices in our current moment?
We all have access to a wealth of information—but that doesn’t mean that all of it is accurate, safe, complete, or relevant to your specific circumstances. Books are uniquely positioned to help us parse this information. At Balance, we strive to produce expert-driven, well-researched books in areas that the authors themselves have real-world experience. That might be, for example, an MD who has decades of experience treating patients with autoimmunity, but it could equally be a hip-hop artist who, in pursuit of health, leaned into the research and built an engaging playbook to restore health that others can benefit from. We always come back to that core aspect of our mission—to help readers solve problems—and in order to do that we want readers to be confident that our authors have readers’ best interests at heart.
Can you talk about the significance of the mind/body connection as represented in many of the Balance titles?
It’s a theme that naturally appears in many of our books. Success in one aspect usually leads to success in the other. There’s a significant body of research showing how the two are inextricably linked and our expert authors have locked onto this—by working to improve mental health you might be better able to also focus on your physical health. If a reader is struggling with unaddressed trauma, trying to lose weight, for example, will only be that much more difficult. If you have gone about the work of healing your body, tending to your mind will come easier. It’s a powerful connection that makes a considerable impact on daily life and it’s necessary to explore in all aspects of the wellness journey.
What are some highlights on the horizon for Balance?
The next few seasons are really exciting for us as they’ll indicate what we are and strive to be as an imprint. On the horizon, we have books from the co-founders of MindBodyGreen, who will share their secrets for finding health through happiness; from actor Courtney B. Vance, alongside Dr. Robin Smith, who are producing a resource for Black men struggling with their mental health; and a debut from storyteller Scott Shigeoka on fostering curiosity and connection. We’re publishing across a range of topics, from leadership to parenting; from mindfulness to afrofuturism. There will truly be something for everybody.
The health and wellness category has never been more relevant and important. In what ways are you reaching out to connect to new generations of readers?
Everyone deserves the opportunity to be whole and healthy, and to achieve that in whatever way makes sense for them. As an imprint, we’re committed to understanding our readers’ daily struggles and what they need to ease some of that burden. We’re broadening our ideas about “lifestyle” and “wellness” and what they look like, as well as who they’re for, so we’re being intentional about making books for groups of people who have traditionally been left out of the larger conversation about wellness, and for a generation who are far more open about their mental health struggles. There’s so much cultural and social nuance to consider when we talk about health and wellness, so, tailoring resources to make readers feel safe and welcome is essential, whether that’s an offering for Asian Americans who want to address mental health, or for LGBTQ+ individuals who want to become parents but aren’t sure how or where to start. By bringing traditionally marginalized groups and authors to the center, we’re ensuring our books will speak to a generation of people who are more concerned than ever with inclusivity, parity, and justice.
