The Calm app might have faced several challenges while expanding into the global wellness industry. These could include competition from other wellness apps, convincing users to pay the annual fee, and ensuring the quality and effectiveness of their new offerings like self-improvement classes, stretching routines, and relaxing tunes. To overcome these challenges, Calm likely focused on differentiating itself from competitors, providing value for the annual fee, and ensuring high-quality offerings. It's also possible that they leveraged their existing user base and reputation to gain traction in the new market.
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This innovation led to enormous success of the app – in 2019, it had over 180 million listens from its 2 million subscribers. And the $70 annual fee did not scare the users away. As a result, Calm expanded into the $4.2 trillion global wellness industry, by adding self-improvement classes, stretching routines and relaxing tunes. "We want to cover all aspects of mental fitness," the Calm app co-founder and co-CEO Michael Acton Smith told "Fast Company."
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