This Breathing App Sold to Peloton for $2M

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1:04The playbook has completely flipped. AppsFlyer just released their state of e-commerce app marketing report for 2026 and it's full of data like this. Platform trends, conversion benchmarks, fraud signals, market by market breakdowns. If you're planning your Q4 budgets, this is required reading. It's free. Grab it at the link in the description. Coming up, we're going to break down a niche breathing exercises app that sold to Peloton for over $2 million. Stay tuned. What is up AppNation? It is steep. Young founder of AppMasters.com. If you're too afraid to be a niche app, I'm going to show you an app that sold to Peloton for over $2 million. According to chatGPT, it raised about $200,000 in seed funding,

2:07but eventually sold to Peloton for over $2 million in September 2025. Without further ado, let's get into it. All right. Here's the announcement. This is my chatGPT chat. What and how much did breathwork sell to Peloton? Peloton acquired breathwork by September 30th, 2025 and publicly announced on October 1st, 2025. Peloton's SEC filing says it used $2.2 million for the acquisition. So this is according to chatGPT and there's that link to the SEC government as well. So here's the app. Thanks to our friends from AppFagures. This is the current downloads and revenues. So pretty decent. It feels like a more of an add-on product to Peloton versus them trying to make this into its own bigger app. And if you are a Peloton user like I am, you get free access to the breathwork app. So there's probably limited revenues in terms of like, if you're not a Peloton user, you're going to have to pay.

3:09But if you are, then you don't have to pay. So keep that in mind. Now, let me show you what the app currently looks like. And then I'll show you the before. Because currently, you'll see that Peloton has changed a few things. So here's the app. Now this is actually pretty similar to what it was before. But one thing I do want to highlight and we'll see this in the video that I'm about to share with you is there's some great animations here. And that's really important. Because these subtle little animations add to the sophistication of your app. So it allows you to actually charge a bit more. And we're seeing this play out with clients that we have that are AB testing this, that having some animation within your onboarding experience does actually increase conversions. So just keep that in mind. Now I wanted to highlight that. The good news is just five minutes of breathwork a day. We do stress sleep and improve sleep and boost energy. So really cool.

4:10Obviously, this is things that people normally do. What are your goals with breathwork? This is where the all the animation happens right here. What are your goals? Let's do a quick little lung test. I love this to try to get your users to engage with the app as well. I did try to do this and I try to hold it as long as I possibly could. So I wasn't holding my breath, but I was exhaling my breath. And it was a pretty cool interaction right here. So 20 seconds of exhalation, which only got me a 70 score. My goodness. Now let's give it a my all. All right. What would you like to do? When would you like to do it? Morning. That's what I selected again, some animation. So I wanted to capture that screenshot. Great. We'll help you stay consistent. Great way to ask for push notifications here. Just a second. Did you know? So they're customizing your plan. It's ready. Go paywall. Right. And then I was given a discount and then sign up. So again, for those who have signed up before paywall,

5:12more proof that paywall before sign up works bit better. And then I'm into the app and then most of the stuff is locked up. If you're not a current Peloton user, if you are, then you could just sign up right here. I signed up. I authorized it and I was able to access the app for free. So in the beginning, sorry, if you're getting dizzy right here, breathwork is free for Peloton all access members and app plus members. So if you say yes, you'll have to sign up and they'll still, I think if I remember correctly, that you might go through this onboarding, but then you get access to the app itself and no paywall. So really cool. Now that this is the now, let me show you the niche. So for those developers that are too afraid, Steve, I don't want to be too niches, too niche, breathwork actually started out with just breathing exercises. And they were able to rank well for breathwork, the correct spelling of it because there's no O in work. And then I'm pretty well for breathing exercises.

6:12Again, they didn't go after meditation. They went after breathing exercises. So thanks to our friends from screens design. Now, if you want to get a special offer, use the link below in that YouTube description, where you can unlock a special offer through our link. I do get some kick back for it, but they do give me free access to their tools. So I thank them for allowing me to do this. And I'm going to show off what breathwork looked like before. They actually sold to Peloton. So here we go. I'm going to play this video. These are the animations that I'm talking about. Really cool. I'm going to speed this up a little bit because I don't want to bore you guys. I'll go 1.5. See these cool animations right here. You get get started. Boom. Here. These little fall. I love that. I'm talking about. Go away. 5 seconds. So very similar. It hasn't changed too much. Obviously it's not asking if you're a Peloton user right now. What are your goals? Really good.

7:14Lung tests. It's a pretty cool interaction. So you can actually see the interaction right here. If you hold down and then exhale. You'll let go. Boom. More animation. Lung score. Next. High five. So all in boarding looks very, very similar to what I just showed you. But here's the kicker. And this is what's really interesting. And I'll show you guys. A little bit. All these cool animations right. Really, really cool. Love it. Paywall. It's hard paywall. Oh, they started a free trial. Awesome. You can skip this sign up or you can sign up. It looks like they sign up. Look at this. Screen's designed. Pretty cool. That they do all this for us.

8:15So that we can see the premium stuff. All right, here it is. You can hit start. So again, super simple. Super simple. Are they getting you to really engage with the app? Super simple. I'm going to afford this a little bit to here to the main content. Look at that. That's it. So there was something to scroll down. I'm not going to play this for you. So you guys can actually see the screens right here. So this was the onboarding. Some customization right here. Start wake up, start start, and then here's some content right here. Six minutes. So they had some their own trainers. Now it's all Peloton trainers, but they had their own trainers here too. You can do some relaxation. So the main screen right here, the home page was dramatically different. Right. You can see breathing exercises up top. And then you can see everything else based on your goals right here.

9:17And here's what it looks like as of today. You see you have all the Peloton instructions right here, the daily classes. So similar UI UX, but look at where they started off with. Pretty simple breathing exercises and their own trainers. So if you're afraid of starting in the niche or afraid of staying within the niche, this is a great example. Now look, not every one of us is going to be able to sell to Peloton for a decent amount of change, especially if they've been bootstrapped and only raised a little bit of seed funding. That's a great multiple from 200,000 to 2 million. So we're not all going to be that fortunate being that niche that goes to show you that, hey, you don't have to be another meditation app. You can be a niche app and still find success through your own revenues and then potentially exiting to a pretty decent company. I'm a lover of Peloton. So congratulations, Peloton. Congratulations to the team at Wrathwork.

10:20All right, that's it. I love this story because I really wanted to show you guys that the power of the niche and not to be afraid of it. Look, if you're just starting in the niche, great build up those revenues, then you can always go up to meditation, up to anxiety relief, up to wherever you want to eventually go to, like a wellness, but start with the niche, build that foundation of downloads and sales and then go up channel instead of trying to start to broad and then going down channel. If you're starting to broad, I wouldn't do that. I like the bottoms up strategy. So that's what this video is all about. If you got any questions for me, leave a comment below and if you like this video, make sure hit subscribe and like. Do all the things that YouTube loves as well. All right, lastly, if you want to work with us, a little plug for us, check out appmasters.com. We'll jump on a call, see if we're a good fit for you and if you're a good fit for us, and then we'll go off and running.

11:20We try to be the most affordable, most effective app marketing agency out there. All right, until next time, I'll see you on the next video.