Calm makes first foray into physical activity and video content with new ‘Daily Move’ feature – TechCrunch
The Calm meditation app has launched its first foray into physical activity with its new ‘Daily Move’ short video series. The company says the new feature guides users through simple exercises to get them moving. The video series will be featured daily in the app. Activities include elements of yoga, tai chi, pilates, stretching, dancing, walking and more. Each video is three to five minutes long and is designed to be played at any time of a user’s day.
Calm says it aims to give users a way to form daily habits around physical activity that can be performed in minutes. He notes that Daily Move is intended to give users a different kind of movement that focuses on a body-mind connection in a cohesive and accessible way. Calm sees the new feature as an entry point into conscious content for people who find traditional meditation a difficult place to start.
“This is not high energy fitness, rather it is an offering of movement that is built on acceptance, gratitude and self-esteem for your body,” said Mads Johnsen, product manager at Calm. , in an email to TechCrunch. “With gentle movements that can be done in minutes, at any time of the day, we hope that daily movement allows Calm members to develop a daily habit of fun and mindful movement to enhance joy in the present moment. “
In a recent study conducted by Calm, the company found that people take the gentler side of training to improve their mental health, with walking and stretching reaching the peak of their weekly activities two and three times that. high intensity workouts. like cardio and weight lifting.
In terms of the future, Johnsen says Calm plans to “continue to evaluate new product offerings. We are always listening to our community to find out what our members want and how we can continue to add value to their lives.
The launch of Daily Move comes as Calm recently introduced a new “Premium Family” subscription plan that includes up to six accounts. The new offering is available worldwide for $ 99.99 per year, while a premium individual plan costs $ 69.99 per year. Members of a family subscription do not need to live in the same household, which is sometimes the case with family subscriptions offered by the apps. All plan members get their own personal accounts that allow them to track their progress, celebrate personal milestones, and select their favorite sleep meditations and stories.
Calm, along with other meditation apps, has performed well during the ongoing pandemic and has seen an increase in user numbers. In December 2020, Calm raised $ 75 million in Series C financing, bringing the company’s valuation to $ 2 billion. Former investor Lightspeed Venture Partners led the round, which also saw the participation of Insight, TPG and Salesforce CEO and new Slack owner Marc Benioff, among others.