Breathwrk · B2C · breathing exercises app
Build for one narrow use case instead of a broad category like meditation
Sold to Peloton for $2.2M after ~$200K in seed funding
Workedpositioning-nicheexit-ma
What they did
Breathwrk launched as a breathing-exercises app only, not a general meditation app. Its home screen put breathing exercises up top, with other content tailored to the user's goals and led by its own trainers. The host frames it as a 'bottoms-up' strategy: build downloads and revenue in the niche, then expand towards meditation, anxiety relief or wider wellness.
What happened
Acquired by Peloton for $2.2M (SEC filing) after raising about $200K seed; host calls it a great multiple
“Breathwrk actually started out with just breathing exercises”
“Again, they didn't go after meditation, they went after breathing exercises.”
Related topics
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More from Breathwrk
All 9 Breathwrk tacticsMore from this episode
- Breathwrk: Rank for the exact niche terms people search, like 'breathing exercises'Ranked well for 'breath work' and 'breathing exercises'; no numbers
- Breathwrk: Add small animations to your onboarding screensHost says it makes the app feel premium enough to charge more; no app-specific numbers
- App Masters: Add animation to your onboarding to lift conversionsClients' A/B tests show higher conversions; no numbers given
- Breathwrk: Put a quick hands-on test with a score inside onboardingHost found it engaging; no numbers
- Breathwrk: Ask about goals and preferred time, then show a 'building your plan' screen
- Breathwrk: Ask for push permission right after users pick when they want to practiceHost calls it a great way to ask; no numbers
- Breathwrk: Show the paywall before asking people to sign upHost takes it as more proof paywall-first works better; no numbers
- Breathwrk: Give your paying members an acquired app for freeDownloads and revenue look modest; mainly an add-on for members