In recent years, positive psychology and mindfulness practices have increasingly been integrated in neo-liberal organisations to promote individuals’ well-being. Critics have argued that these practices actually function as management techniques, encouraging individuals’ self-governance and acceptance of the status quo despite adverse contexts. This article extends this argument by unpacking ways in which such ‘well-being’ programmes are also gendered, having been formulated around neo-liberal hegemonic masculine values of rationality, individualism and competition, and further masculinised through integration into gendered organisations. The argument (...) is presented that this process produces a neo-liberal version of hegemonic masculinity that the author calls ‘mindful masculinity’. This theoretical argument is illustrated through examples of specific ways in which ‘well-being’ practices have been reworked in strongly masculine settings to promote neo-liberal hegemonic masculine goals under a symbolic veneer of spirituality and mental health. (shrink)