Chorus: Social Meditation - Meditate Together

Chorus: Adapting Meditation for the Digital Age

Chorus initiated its online platform on March 16th of the previous year. This launch coincided with the implementation of a joint shelter-in-place order by seven public health departments throughout California, marking a rather significant debut.

Pivoting to a Virtual Model

Similar to numerous other businesses, the meditation app experienced unforeseen challenges in 2020. However, the company swiftly adapted, transitioning its hybrid model of in-person classes to a completely virtual format. This shift ultimately proved beneficial for its growth.

A Competitive Landscape

The market for meditation applications is robust, with options like Calm and Headspace leading the way. The mindfulness sector has gained considerable traction as individuals seek technological solutions to manage the stresses that technology itself often contributes to.

The Challenges of Meditation

Meditation can be inherently difficult, both to begin and to sustain. While some apps excel at guiding users through the process, it can often feel isolating – a key reason why many discontinue practice before realizing its benefits.

Early Success with In-Person Events

Prior to the pandemic, Chorus demonstrated success with its initial in-person gatherings. According to co-founder and CEO Ali Abramovitz, these events were considered crucial for attracting new users, providing an immersive introductory experience. Pop-up events were regularly held in San Francisco.

Securing Funding

The company successfully secured a pre-seed funding round of approximately $1 million. Subsequently, Chorus participated in and received further investment through Y Combinator’s Winter 2021 startup program.

Current Platform and User Growth

An official mobile application is still under development. Currently, users access the platform through a web portal for registration, with live classes conducted via Zoom and archived for on-demand access. This approach mirrors strategies adopted by gyms and personal trainers during the pandemic. Despite its relative simplicity, Chorus reports a user base numbering in the “thousands,” primarily through organic word-of-mouth referrals.

User Engagement and Retention

Approximately two-thirds of the paying subscribers, who contribute a monthly fee of $40 (compared to $10 for drop-in sessions), are categorized as “highly engaged.” This signifies an average attendance rate of one class every other day.

A Communal Approach to Mindfulness

The service attracts users with breathing exercises synchronized to popular music and fosters engagement through a more communal experience than many other meditation apps offer.

The Core of the Chorus Experience

“We initially believed we were creating a novel meditation experience for those who find traditional methods challenging,” explains Abramovitz. “However, we’ve discovered that the primary driver of continued participation is a new avenue for self-discovery and connection with others.”

Replicating the In-Person Experience

The virtual platform aims to emulate the atmosphere of an in-person class, specifically the interactions and connections formed among participants following the session. This aspect is particularly appealing in an era characterized by social distancing.

Future Adaptations

The company intends to continue adapting its offerings to meet evolving user needs as the world transitions beyond the pandemic.

Focus on Experience

“At our foundation, we are an experience-driven company,” states Abramovitz. “We specialize in meditation experiences for individuals who struggle with conventional techniques. This remains our central focus. We will deliver this experience through whichever platform or channel best serves our community. Currently, that’s a digital platform. In the future, it could involve hardware like VR or physical studios similar to Peloton’s model, but our immediate priority is the digital experience.”