The Hustle - 🧘 Breathwork is getting a second wind

Happy Trends Tuesday!

Today we’ve got:

• 1 trend alert

• 1 piece of operator wisdom

• 1 article you should read

• 4 tabs we have open

Let's get to it.

🚨 TREND ALERT

We first wrote about breathwork back in the fall of 2020. Akin to meditation, it gained popularity amid the chaos of the pandemic and election year.

Search volume held relatively stable through 2021, but there’s been renewed interest lately.

As the market matures, we’ve seen companies take advantage of three interesting opportunities in the space.

1. Software. The most obvious opportunity, but the key is niching down. Take some inspiration from Ania Wysocka who bootstrapped Rootd to 2.5m+ users by building an app that addresses panic attacks, rather than targeting the broader anxiety market. Trending sub-niches include:
   • Box breathing (19k global searches/mo.)
   • Holotropic breathwork (13k/mo.)
   • Tummo breathing (5.5k/mo.)
     
     
2. Hardware. Intuitively designed physical products, like the recently revealed Fufuly pillow, help people practice breathwork without an app. It is based on the idea that you’ll subconsciously alter your breathing pattern to match outside stimuli. Imagine a stuffed animal version for kids (or adults who still carry their security blanket).
   
   
3. Retreats & classes. Loads of in-person and digital breathwork training sessions have popped up, including Breethe and Nafas Journeys. Consider combining this insight with other emerging trends – like sound baths, active seniors, or non-sleep deep rest – to create unique experiences.

😎 STOP SLACKIN’... GET CRACKIN’

🧠 OPERATOR WISDOM

Trendster Chris Orzechowski has personally written 10k+ sales emails, and trains thousands of email marketers.

He shared an in-depth copy breakdown of an email for Perennial Pastures Ranch with the Trends community.

Here are the first 3 elements:

• Use a curiosity-based subject line. “Voice of customer” subject lines work incredibly well, in dozens of industries. The key is using a phrase one of your customers actually said.
  
  
• Have a personal intro. Your customers want to feel a connection to the person writing to them. That’s why this email starts with copy that sounds like you’re having a personal conversation. It’s so different from all the “buy my stuff now!” emails people are used to. It makes them sit up and pay attention.
  
  
• Your lead must be story-based. Stories are sticky. Especially when they include scandal, gossip, or esoteric industry secrets. This story had all three elements. It’s very hard to stop reading once you sink the hook in.
  
  

Want to see the rest of this copy breakdown? Reply and let us know.

If you’re digging this, we’ll continue the series in next week’s newsletter!

🔥 ARTICLE YOU SHOULD READ

There’s a ton out there on how to pitch venture capitalists, but not much on how to build a strong relationship after landing funding.

If you play your cards right, a founder-VC relationship can bring in way more than money: It’s a valuable resource for business advice and guidance.

We spoke with leading venture capitalists to get their take on how founders can get the most out of their partnerships.

Read more on The Hustle blog.

OPEN TABS

🎥 YouTube: The ice cream cone monopoly you never knew existed.

🍔 Dream team: Here’s how to think about behavioral competencies when building your team for the best shot at success.

🎮 Wordle who?: The New York Times just released its newest game.

🧘 Take a break: Why we glorify work and have trouble resting.

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