US – Recognising the importance of even the smallest acts of physical activity to bolster wellbeing, the meditation app is introducing a short-form daily video movement series. The videos, which are about five minutes long, focus on connecting the mind and body through slow movements rather than intense bursts of exercise. The activities feature elements from yoga, tai chi, pilates, stretching, dance and walking.
The series, entitled Daily Move, intentionally avoids hard-hitting fitness stereotypes, making sure the movements can be done in a short time and without specific goals in a decelerated approach to mental and physical wellness. ‘Our hope with Daily Move is to give members a way to build accessible, daily habits around movement that can be done in a few minutes, at any point in your day – while you’re brewing morning coffee or winding down after work,’ reads a statement by Calm.
In this way, Calm is tuning into the shift towards Emotional Fitness – a trend we explore in Synchronised Care. As consumers continue to better align their wellbeing needs, services such as Daily Move will become integrated into our routines.
Strategic opportunituy
Both media and wellness brands alike are equipped to create accessible, short-form content that positions micro-acts of fitness as part of people’s daily routines
