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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Innovation Management

Stay ahead of the curve and introduce new strategies, structures, culture, and capabilities to your team with our Innovation Management presentation....

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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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Michael Acton Smith, as the co-founder and co-CEO of the Calm app, played a pivotal role in its success. His vision and leadership guided the company's innovative approach to mental fitness. He led the expansion of the app into various aspects of the global wellness industry, including self-improvement classes, stretching routines, and relaxing tunes. His commitment to covering all aspects of mental fitness contributed significantly to the app's popularity and success.

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