What Sounds True does

Sounds True generates revenue through four primary streams: (1) the Sounds True One digital membership at $19.99/month providing recurring access to courses, podcasts, live sessions, and community; (2) individual course and in-depth program sales priced $137-$497; (3) high-ticket multi-year certification programs such as the Mindfulness Meditation Teacher Certification Program ($7,700-$8,700) and the Inner MBA Program ($7,795); and (4) physical and digital book, audio, and gift card sales. The go-to-market motion is product-led growth combined with community-led dynamics: free podcasts (Insights at the Edge, The Michael Singer Podcast, We Are The Great Turning, Phenomena) serve as top-of-funnel acquisition, converting listeners into paying members or course buyers, while email marketing, an affiliate program, and SEO-driven blog content support mid-funnel conversion. Customer segments include spiritual seekers and meditation practitioners, aspiring mindfulness teachers seeking certification, personal development enthusiasts, and DEI/social justice practitioners reached through the Walking Together initiative and the affiliated Sounds True Foundation nonprofit.

Name

Sounds True

Legal name

Sounds True

Website

https://soundstrue.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

Sounds True is a 40-year-old multimedia publisher offering digital courses, podcasts, books, and certification programs from world-renowned spiritual teachers, monetized primarily through a $19.99/month membership and high-ticket teacher-training certifications for individual spiritual seekers and aspiring mindfulness teachers.

Ownership category

akta.pro rank

Product category

Spiritual and Mindfulness Content Publishing

NAICS

Sound Recording Industries (5122), Record Production and Distribution (51225), Software Publishers (5132)

SIC

Services-Educational Services (8200), Books: Publishing Or Publishing & Printing (2731), Phonograph Records & Prerecorded Audio Tapes & Disks (3652)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

Audio Learning Content (Podcasts, Audiobooks, Listening Programs) (EDAGALAM), Audiobook & Spoken-Word Streaming Platforms (MPAIADAE)

Keywords

• Spiritual publishing
• Online meditation courses
• Mindfulness certification programs
• Digital membership platform
• Transformational content

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Supply Chain, Operations

Revenue model

1. Digital Membership Subscription: Sounds True One membership at $19.99/month providing unlimited access to courses, podcasts, live sessions, and community features. This recurring revenue stream is the primary subscription model driving predictable monthly income.
2. Course and Program Sales: One-time purchases of individual online courses, in-depth programs, and certification programs. Prices range from under $100 for individual courses to $7,700-$8,700 for comprehensive certification programs like the Mindfulness Meditation Teacher Certification Program.
3. Book and Audio Product Sales: Sale of physical and digital books, audio downloads, and multimedia products from spiritual teachers and authors featured on the platform.
4. Gift Cards: Digital and physical gift cards available for purchase, allowing customers to gift membership or products to others.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sounds True publishes and sells spiritual and transformational teachings through a multi-format digital content catalog (online courses, in-depth programs, audio, video, books) anchored by the Sounds True One digital membership at $19.99/month. It also runs multi-teacher certification programs (e.g., Mindfulness Meditation Teacher Certification Program, Inner MBA) and a flagship podcast network including Insights at the Edge, The Michael Singer Podcast, We Are The Great Turning, and Phenomena.

Product overview

Sounds True is a multimedia publishing company that offers a comprehensive digital learning platform for transformational spiritual teachings. The core offering is Sounds True One, a digital membership ($19.99/month) providing access to courses and content from renowned spiritual teachers. The company operates multiple branded podcasts including Insights at the Edge (Tami Simon's flagship podcast), The Michael Singer Podcast, We Are The Great Turning, and the newly launched Phenomena podcast. Sounds True also offers structured certification programs like the Mindfulness Meditation Teacher Certification Program (MMTCP), the Inner MBA Program, and various in-depth programs. Products are available across multiple formats including online courses, books, audio teachings, and video content. The company supports free resources through its Walking Together initiative for social justice education. The business model combines subscription membership with individual course/program purchases and traditional book/audio sales.

Differentiator

Problem solved

Functional benefit

Brands

• Sounds True One: Digital membership platform offering access to courses, meditations, and teachings from spiritual teachers worldwide for $19.99/month.
• Sounds True Foundation
• Insights at the Edge
• The Michael Singer Podcast
• We Are The Great Turning

Products and services

• Sounds True One Membership A digital membership program offering individuals global access to a community guided by world-renowned spiritual teachers, providing ongoing courses, teachings, and resources for $19.99/month.
• Mindfulness Meditation Teacher Certification Program (MMTCP) An intensive two-year online certification program for aspiring mindfulness teachers, co-led by Tara Brach and Jack Kornfield, designed to prepare teachers to bring mindfulness to diverse communities worldwide; priced at $7,700 (was $8,700).
• The Inner MBA Program A comprehensive business and leadership program integrating inner wisdom practices with business education, co-created with Jeremy Hunter, PhD and Melissa Bernstein; priced at $7,795.
• Online Courses Individual digital courses covering meditation, mindfulness, spirituality, relationships, self-compassion, yoga, and subtle energy taught by various spiritual teachers; pricing typically $137–$297 per course.
• In-Depth Programs Comprehensive multi-week training programs providing immersive learning experiences in specialized spiritual and wellness topics; priced around $497.
• Audio Products Audio teachings, lectures, and meditation recordings available for download or streaming.
• Video Products Video courses and teaching sessions covering spiritual and wellness topics.
• Books Published books by spiritual teachers and authors covering topics in spirituality, mindfulness, psychology, and personal growth (including #1 New York Times bestsellers such as Michael Singer's The Untethered Soul).
• Gift Cards Digital gift cards available for purchase to give access to Sounds True courses, programs, and membership.
• Insights at the Edge Podcast Tami Simon's flagship in-depth audio podcast featuring interviews with leading spiritual teachers and luminaries exploring their latest challenges and breakthroughs; 600+ episodes distributed free across major platforms.
• The Michael Singer Podcast A podcast series featuring curated teaching sessions from New York Times bestselling author Michael Singer, recorded at his Temple of the Universe meditation center; produced by Sounds True in partnership with Shanti Publications.
• We Are The Great Turning Podcast A podcast exploring love, courage, and connection in the climate crisis, guided by eco-spiritual teacher Joanna Macy and hosted by Jessica Serrante.
• Phenomena Podcast A podcast exploring the science and stories of energy healing, hosted by Ivy Ross and Meredith Sprengel.
• The Subtle Energy Healing Immersion A six-week online training program for healing yourself and others, led by Laurie Nealon, Robert Peng, and Shamini Jain, PhD, covering subtle energy healing practices.

Quantifiable outcome

• Insights at the Edge podcast has reached 600+ episodes with millions of combined post views across episodes (e.g., S1 E1: 84,237 views; S1 E2: 53,469 views)
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• TMI ConsultingcoreStrategic or Co-development PartnerSounds True partnered with TMI Consulting, led by Dr. Tiffany Jana, for long-term Diversity, Equity, and Inclusion strategy implementation. This includes in-depth employee training, ongoing organizational support, and regular review of policies, practices, and procedures to uncover implicit biases within the organization. This partnership supports Sounds True's commitment to JEDI (Justice, Equity, Diversity, Inclusion) values.
• Sounds True FoundationcoreOthersThe Sounds True Foundation is a related nonprofit organization that creates equitable access to wisdom-based tools and practices through scholarships, outreach, product donations, and strategic partnerships. The foundation actively raises scholarship funds for BIPOC students to attend the Mindfulness Meditation Teacher Certification Program.
• Shanti PublicationsminorStrategic or Co-development PartnerThe Michael Singer Podcast is produced by Sounds True in partnership with Shanti Publications for co-publishing and distribution of Michael Singer's teachings and content.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Calm: Calm is a leading meditation and wellness subscription app offering guided meditations, sleep stories, and masterclasses. It directly competes with Sounds True One at a similar monthly price point in the meditation/mindfulness category.
• Headspace: Headspace is a major meditation and mindfulness subscription platform offering courses, sleep content, and employer wellness programs. It competes directly with Sounds True in the online mindfulness/membership space and has raised significantly more capital.
• Insight Timer: Insight Timer is the largest free meditation app and a marketplace for teachers, many of whom are also featured on Sounds True (e.g., Tara Brach, Jack Kornfield). It overlaps directly with Sounds True's teacher-led spiritual/meditation content niche.
• Hay House: Hay House is a long-standing publisher and media company focused on self-help, spiritual, and transformational authors, very similar in mission and catalog to Sounds True's book, audio, and author-driven offerings.
• Mindvalley: Mindvalley is an online personal development education platform offering high-ticket programs and memberships led by well-known teachers. It overlaps with Sounds True in certification-style programs (e.g., Mindvalley Quests vs. MMTCP/Inner MBA) and the multi-teacher course model.
• The Chopra Center: The Chopra Center offers meditation programs, teacher certifications, and retreats led by Deepak Chopra. It competes directly with Sounds True's mindfulness certifications and spiritual self-development teacher roster.

Broad incumbents

• Gaia: Gaia is a subscription streaming platform for conscious content covering yoga, spirituality, meditation, and alternative ideas. It overlaps with Sounds True's video/audio content library and teacher-led spiritual focus, but at greater scale and broader programming.
• Audible: Audible is a dominant audiobook and spoken-word platform that distributes many of Sounds True's audio teachings and podcasts. It is an OTHERS-style infrastructure peer where Sounds True both competes for listeners and distributes its own content.
• MasterClass: MasterClass is a subscription platform featuring video courses from world-renowned experts across many categories. While broader and more production-heavy than Sounds True, it competes for the same audience's discretionary spend on premium online learning experiences.

Regional players

• DailyOM: DailyOM publishes online courses, books, and articles in the spiritual growth, personal development, and holistic living categories. It is comparable to Sounds True in offering online course/program sales but with a less teacher-attached approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SoundsTrueVideos
• Facebookfacebook.com/manyvoicesonejourney
• Instagraminstagram.com/soundstrue
• Pinterestpinterest.com/soundstrue
• Xx.com/soundstrue
• LinkedInlinkedin.com/company/sounds-true

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sounds True