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By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable educator for novice meditators. Headspace also invested heavily in athletics partnerships, business-to-business services, and in creating Headspace Health, which they hoped would gain FDA approval and become the first prescription meditation app. Meanwhile, Calm had earned a reputation as the soothing sleep app. Calm was also known for its numerous partnerships with A-list celebrities such as Matthew McConaughey, Harry Styles, and Idris Elba. Indeed, Calm was focused on becoming the leader in "calmtainment" and making a home for itself in Hollywood. What does the future hold for the rivalry between Calm and Headspace? Will both brands continue to co-dominate the mindfulness and meditation space or will one ultimately prevail? What should the brands do to maintain their co-dominance or edge out the other and claim the number one spot?

Learning Objectives

This case provides students with the opportunity to understand how marketing communications can be orchestrated to support a brand image and strategic brand positioning. Moreover, it provides students with the chance to learn how e-commerce and new technologies can be used to disrupt marketplaces that traditionally rely on in-person experiences and service models. The case provides an overview of how Headspace and Calm have respectively carved out differentiated spaces for themselves as the two leading mindfulness and meditation apps, how they sustained that positioning over time, and how they developed their offerings to continue to serve and grow the market. This core discussion allows students to uncover insights about how to synthesize and coordinate marketing communications and answer important questions such as: How do each of the elements of a brand (e.g. name, aesthetic, strategic partnerships, characters, tone of voice, etc.) support and further brand image and positioning? How can one effectively add new features and distribute unique content while sustaining the brand's image? How does brand positioning affect pricing decisions and vice versa?
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Case Study: Headspace vs. Calm: A Mindful Competition (English version) | Ivey Publishing