B2C · meditation app

How Headspace grows

2 tactics and 3 figures from 3 interviews.

About Headspace

Business model: subscription

As described in the interviews, not independently verified.

Headspace's 2 tactics

The Washington Post · B2C · national newspaper

Bundle the news subscription with Headspace for readers overwhelmed by news

Guest cites business results but warns partnerships are very hard

Research showed readers felt overwhelmed by the news, so The Washington Post bundled with Headspace to offer a moment of calm. Guest's advice: decide up front who is the big fish; equal-size partners fight over whose stack and customer relationship it is.

Workedpartnershipspricing

Sub Club by RevenueCat · 2025-10-29

Headspace · B2C · meditation app

Ask the user's main goal and show different content for each

Headspace asks what you are struggling with; choosing anxiety and stress shows very different in-app content than choosing sleep.

Unknownonboarding

Sub Club by RevenueCat · 2025-05-02

Headspace by the numbers

Metric	Value	Context	Said in
price	USD 3/month approximate	Host's grandfathered special-deal price, kept because resubscribing would cost more	Sub Club by RevenueCat 2026-03-03 15:00
price	USD 12/month approximate	List price at the time (also $60/year)	Sub Club by RevenueCat 2026-03-03 15:00
price	USD 60/year approximate	Annual list price at the time	Sub Club by RevenueCat 2026-03-03 15:00

Topics

Personalization in onboarding and paywalls1 Partnerships and co-marketing1 Upsells and expansion revenue1 App onboarding1 Pricing a subscription app1

Interviews

The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It! · Sub Club by RevenueCat · 2026-03-03
How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast · Sub Club by RevenueCat · 2025-10-29
Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor · Sub Club by RevenueCat · 2025-05-02