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Understanding How Does Calm Make Money: An Inside Look

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  • Post last modified:11 September 2023

Calm is a popular mindfulness and meditation app, which has gained immense popularity in recent years as people seek ways to reduce stress and improve their well-being. It offers a wide range of features such as sleep stories, guided meditations, music tracks, and breathing exercises to help users achieve a state of calm and mental well-being. While the app itself is free to download, it also offers a premium subscription option with additional content and features.

Key Takeaways

  • Calm generates revenue through its subscription model, which offers exclusive content and a more personalized meditation experience.
  • The app collaborates with various companies and organizations to create branded content and co-develop programs aimed at promoting mental wellness, providing additional revenue streams.
  • Calm also generates income through the sale of physical products, such as the Calm Book and Calm-branded merchandise, which promote the brand and create a sense of community among Calm users.
  • The corporate partnership program allows organizations to provide their employees with access to Calm and its content, providing a steady stream of revenue for the company.

Freemium Model and Calm Premium Subscription

Calm operates on a freemium model, offering both free and paid subscription options to its users. The basic version of Calm provides users with limited access to its meditation and relaxation features, including a range of guided meditations and sleep stories. However, users can upgrade to Calm Premium, the subscription-based service offered by Calm, to access the full benefits of the app.

With a Calm Premium subscription, users gain access to over 100 guided meditations, sleep stories, and music tracks. Subscribers also have the ability to track their progress and set reminders for their meditation sessions. The subscription fee is available in monthly or annual payment plans, with both options granting users unlimited access to all premium features and content.

The Freemium Model employed by Calm has proven to be successful, as it allows users to explore the app’s basic services for free before deciding to commit to a premium subscription. This strategy not only attracts a larger user base but also incentivizes users to fully explore the app and invest in the premium offerings, ultimately increasing revenue for Calm.

Overall, the success of Calm’s Freemium Model lies in its ability to provide value and attract user engagement through its free services while offering premium features and benefits for those who choose to invest in the app.

Subscription Fees

One of the main ways Calm generates revenue is through its subscription model. Calm offers a freemium model that allows users to access a limited selection of meditation and mindfulness content for free, with the option to upgrade to Calm Premium for additional features and content.

Calm Premium offers users access to over 100 exclusive guided meditations, including programs on topics such as stress, anxiety, and sleep. Subscribers also have the ability to download content for offline listening, as well as access to Calm’s Sleep Stories, which are bedtime stories designed to help users relax and fall asleep.

Subscription Plan Subscription Fee Benefits
Monthly $14.99/month Access to all Calm Premium features
Annual $69.99/year Access to all Calm Premium features

Calm’s subscription fees may vary depending on the country or region of the user. Prices are subject to change and may include taxes, depending on the user’s location.

Users can choose to cancel their Calm Premium subscription at any time, but will continue to have access to the premium features until the end of the current billing cycle. Calm also offers a 7-day free trial for new subscribers to try out the premium features before committing to a subscription.

Overall, Calm Premium offers a variety of exclusive features and content for individuals looking to deepen their mindfulness and meditation practices. With flexible subscription options and a user-friendly interface, Calm is a popular choice for those seeking a more peaceful and calming lifestyle.

Partnerships and Collaborations

In addition to the subscription fees, Calm also earns money through partnerships and collaborations. By teaming up with other brands and organizations, Calm has been able to expand its reach and offer unique experiences to its users.

One example of Calm’s partnerships is with American Airlines. The airline has integrated the Calm app into its in-flight entertainment system, allowing passengers to access meditation and relaxation exercises during their flights. This partnership not only provides a value-added service to American Airlines’ customers but also exposes Calm to a wider audience.

Calm has also partnered with several celebrities, including LeBron James and Kate Hudson, to create branded content. These partnerships have resulted in exclusive meditation exercises and sleep stories that are only available on Calm’s platform.

Moreover, Calm has collaborated with organizations such as the American Red Cross to provide free access to its app for disaster responders and survivors. This partnership allows Calm to contribute to relief efforts and support those affected by natural disasters.

Through its partnerships and collaborations, Calm has been able to create innovative experiences for its users while generating revenue and increasing brand awareness.

Corporate Wellness Programs: Promoting a Healthier Workplace with Calm for Business

Furthermore, Calm has ventured into the corporate wellness market, offering a program called Calm for Business. This program provides access to the Calm app for employers to distribute to their employees, promoting mental wellness, and reducing stress levels in the workplace.

Calm for Business is a valuable resource for companies looking to invest in the well-being of their employees. The program offers a range of meditation and mindfulness exercises that can help reduce stress and anxiety levels in the workplace, leading to increased productivity and better work performance.

The Calm for Business program provides employers with a dashboard where they can manage employee subscriptions and track usage. The dashboard also allows employers to monitor the progress of their employees and gain insight into the impact of the program on their well-being.

Furthermore, Calm for Business provides various resources for employees to help them manage their mental health, including guides for stress management, better sleep, and relaxation techniques. Employers can also customize the program by adding their branding to the app and creating personalized content for their employees.

In conclusion, Calm for Business is an excellent resource for companies looking to promote employee well-being and create a healthier workplace. By investing in this program, employers can provide their employees with access to valuable resources that can improve their mental health and lead to increased productivity and job satisfaction.

Merchandise Sales

Another revenue stream for Calm comes from its merchandise sales. But this isn’t just any ordinary merchandise. Calm’s merch is designed to help promote mindfulness and calmness in everyday life.

They offer a variety of products on their website, including their signature blue water bottle that reminds you to stay hydrated throughout the day. There are also Calm-branded t-shirts, hoodies, and sweatshirts, all made from sustainable materials.

Other merchandise includes meditation cushions, yoga mats, and even a book called “Calm: Calm the Mind. Change the World.”

Their products are not only aesthetically pleasing, but they’re also functional and promote a peaceful lifestyle. And with the option to bundle merchandise with a subscription purchase, it’s an attractive offer for those looking to fully immerse themselves in the Calm experience.

Healthcare Partnerships

Lasty, Calm has also explored partnerships with healthcare providers and insurance companies. These collaborations aim to expand access to Calm’s mindfulness and meditation resources to a wider audience, including patients, employees, and policyholders. By integrating Calm into their healthcare offerings, these organizations can promote mental health and well-being among their populations, reducing healthcare costs and improving outcomes.

For example, Calm has partnered with Kaiser Permanente, a large healthcare provider in the United States, to offer the Calm app as a benefit to its members. This partnership allows Kaiser Permanente members to access Calm’s resources for stress reduction, better sleep, and improved focus. Similarly, Calm has partnered with several insurance providers, including Aetna and Blue Shield of California, to provide their policyholders with access to Calm’s content. These partnerships recognize the value of mindfulness and meditation for improving mental health and seek to make these resources more accessible to those in need.

Through these partnerships, Calm is able to reach new audiences and promote its mission of promoting mental fitness. By working together with healthcare providers and insurance companies, Calm can help to address some of the challenges facing the healthcare industry today and make a positive impact on people’s lives.

The Benefits of Mindfulness and Meditation

In addition to generating revenue, Calm promotes mindfulness and relaxation to millions of users worldwide. Mindfulness and meditation practices have gained significant popularity in recent years due to their numerous benefits for both mental and physical well-being. Research supports the positive impact these practices can have on reducing stress, improving focus and attention, and cultivating a greater sense of peace and calm.

One of the primary benefits of mindfulness and meditation is stress reduction. Studies have shown that consistent practice of these techniques can lower levels of the stress hormone cortisol, resulting in a decreased response to stressful situations. This can improve overall mental health and reduce the risk of stress-related illnesses such as anxiety and depression.

In addition to stress reduction, mindfulness and meditation can also improve focus and attention. Regular practice has been found to enhance cognitive abilities, including increased working memory, improved decision-making skills, and better concentration. These benefits can be particularly useful in academic or professional settings where concentration and focus are crucial for success.

Furthermore, mindfulness and meditation have been shown to enhance emotional well-being. By cultivating a non-judgmental awareness of one’s thoughts and feelings, individuals can develop a greater sense of self-compassion and reduce negative emotions such as anger and frustration. This can lead to improved relationships, better resilience in the face of challenges, and an overall increase in happiness and life satisfaction.

Physical health can also be positively affected by mindfulness and meditation practices. Numerous studies have found that these techniques can lower blood pressure, reduce inflammation, and boost the immune system. Additionally, they have been linked to better sleep quality, which is essential for overall health and well-being.

In conclusion, mindfulness and meditation offer a wide range of benefits for individuals who incorporate these practices into their daily lives. From stress reduction to improved focus and emotional well-being, the positive effects of these techniques are supported by scientific research. By investing time and effort into mindfulness and meditation, individuals can experience a significant improvement in their mental and physical health.

The Future of Calm

As Calm continues to expand its offerings, its future looks bright. In the coming years, we can expect to see significant advancements in the technology and practices that promote relaxation and mindfulness.

Virtual Reality: One key aspect of the future of calm is the development and advancement of technology that promotes relaxation and mindfulness. Virtual reality (VR) experiences and apps are being designed specifically to help people de-stress and find calm in their daily lives. These VR applications allow individuals to escape to virtual worlds that promote relaxation and meditation, helping them to find a sense of peace and tranquility.

Calming Environments: Another area of focus in the future of calm is the integration of calming and soothing elements into our living spaces. Designers and architects are increasingly incorporating elements such as natural light, calming colors, and nature-inspired textures into homes and offices. By creating environments that promote relaxation and calmness, individuals can find respite from the hectic pace of modern life.

Wearable Technology: The future of calm also includes the development of wearable technology that monitors stress levels and provides personalized relaxation techniques. These devices can track heart rate, breathing patterns, and other physiological indicators to determine when an individual is feeling stressed. Based on this data, the device can then provide tailored suggestions and techniques for relaxation, such as deep breathing exercises or guided meditation sessions.

Cultural Shift: In addition to technological advancements, the future of calm also involves a shift in mindset and societal values. As awareness grows about the importance of mental health and overall well-being, there is a greater emphasis on incorporating relaxation and self-care practices into our daily routines. Companies are starting to prioritize employee wellness programs and offering meditation and mindfulness sessions to help employees find balance and calm in the workplace.

Overall, the future of calm looks promising as technology and society continue to prioritize mental well-being and relaxation. With advancements in VR technology, the integration of calming elements into our environments, and the development of wearable devices that promote relaxation, individuals will have more tools and resources to find peace and tranquility in their daily lives.

User Testimonials and Reviews

Many users have praised Calm for its effectiveness in reducing stress and promoting relaxation. In fact, the app has received over 1 million 5-star reviews on the app store, making it one of the most positively reviewed mindfulness and meditation apps on the market.

One user writes, “I have been using Calm for over a year now and it has truly changed my life. I suffer from anxiety and have struggled to find ways to cope, but Calm has been a game-changer for me. The daily meditations and breathing exercises have helped me manage my stress and stay grounded.”

Another user shares, “I was skeptical about meditation at first, but Calm has completely won me over. The daily reminder to take a few minutes for myself has been life-changing. I feel calmer and more focused throughout the day. I highly recommend this app to anyone looking to improve their mental health.”

Calm’s user testimonials and reviews are not limited to the app store, either. On their website, users can leave feedback and share their experiences with Calm. One user writes, “I’ve been using Calm for a few months now and I can’t imagine my life without it. The sleep stories are my favorite part – they help me wind down and fall asleep peacefully every night.”

Overall, Calm’s user testimonials and reviews speak to the app’s effectiveness and user-friendly interface. By integrating user feedback and continuously improving their product, Calm has established itself as a reliable and valuable resource for mindfulness and meditation.


In conclusion, Calm generates revenue through a combination of subscription fees, partnerships and collaborations, corporate wellness programs, merchandise sales, and healthcare partnerships. The freemium model and premium subscriptions are a significant part of the revenue stream, with various pricing options and benefits available to users. The partnerships and collaborations with renowned celebrities, brands, and organizations amplify the brand’s reach and impact. The corporate wellness program provides a unique solution to employers who seek to offer their employees access to mindfulness and meditation resources. The merchandise sales and healthcare partnerships further extend the brand’s offerings and opportunities.

While Calm’s revenue model is diverse and far-reaching, it’s important to recognize the benefits of mindfulness and meditation on mental health and well-being. As an app that promotes mental wellness, the success of Calm goes beyond generating revenue. It’s about providing accessible resources to those who need it and raising awareness about the importance of taking care of one’s mental health.

As the app continues to grow and expand, it’s exciting to speculate on the potential future developments and possibilities for accessibility. Calm’s positive user testimonials and reviews are a testament to the app’s value and impact on individuals’ lives. In conclusion, Calm’s success in generating revenue while promoting well-being is a reflection of the brand’s commitment to mental wellness, innovative thinking, and strategic partnerships.


Q: How does Calm make money?

A: Calm generates revenue through a variety of sources, including subscription fees, partnerships and collaborations, corporate wellness programs, merchandise sales, and healthcare partnerships.

Q: What is Calm’s freemium model?

A: Calm operates on a freemium model, which means that it offers both free and paid subscription options to users. The basic features of the app are available for free, while a premium subscription called Calm Premium provides access to additional content and features.

Q: How much does Calm Premium cost?

A: The prices for Calm Premium vary depending on the duration of the subscription plan. Users can choose between monthly, annual, and lifetime subscription options. Discounts are available for longer commitments.

Q: How does Calm earn money through partnerships and collaborations?

A: Calm forms partnerships with organizations and brands to create branded content and collaborations. These partnerships often involve the development of custom meditation programs or sleep stories featuring the voices of celebrities, which attract more users and promote brand awareness.

Q: What is Calm for Business?

A: Calm for Business is a program that allows companies to provide their employees with access to Calm’s meditation and relaxation resources. Employers pay a fee per employee for access to the Calm app, promoting workplace productivity and overall wellness.

Q: Can I purchase merchandise from Calm?

A: Yes, Calm offers a range of merchandise, including meditation cushions, sleep masks, and clothing. Users can purchase these items through the Calm app or website.

Q: Does Calm collaborate with healthcare providers and insurance companies?

A: Yes, Calm has explored partnerships with healthcare providers and insurance companies to integrate its app into healthcare systems and leverage insurance reimbursements for its services. This aims to make the app more accessible to a wider audience.

Q: What are the benefits of mindfulness and meditation?

A: Mindfulness and meditation have been shown to reduce stress, improve mental health, increase focus and clarity, promote better sleep, and enhance overall well-being.

Q: What does the future hold for Calm?

A: The future of Calm includes potential for further developments and growth in the app, expanding accessibility, and reaching more users who can benefit from its mindfulness and meditation techniques.

Q: What are users saying about Calm?

A: Users have provided positive testimonials and reviews, praising Calm for its effectiveness in reducing stress, improving sleep, and promoting overall well-being.