The Secret

What The Secret does

The Secret is a privately held self-help media brand founded in 2005 by Rhonda Byrne and operated under the legal entity Creste LLC, headquartered in the United States with operations in California and Australia. The company develops and distributes a multi-format content ecosystem based on the Law of Attraction philosophy, spanning original documentary and feature films, a book series of more than ten titles, audiobooks, mobile applications (iOS/Android), physical manifestation tools such as card decks, and a community/email newsletter platform. Its products are translated into 52 languages and have sold more than 30 million copies cumulatively, anchored by the original 2006 documentary and companion book that remained on the New York Times bestseller list for 200+ weeks.

The company monetizes through predominantly transactional, one-time-license revenue streams: direct-to-consumer e-commerce on thesecret.tv (books, films, apps, audiobooks, e-books, merchandise), distribution through Apple App Store and Google Play for mobile apps, physical book retail globally, and a Blu-ray fulfillment partnership with Beyond Words. Pricing is accessible at the entry level ($9.99 for a 30-day digital rental of the remastered documentary) and premium at the top ($29.95 for a numbered Collector's Edition Blu-ray). The target customer base is horizontal — general individual consumers seeking personal development, financial improvement, relationship enhancement, and spiritual growth — with secondary segments for teenagers (The Secret to Teen Power) and children (The Power of Henry's Imagination).

The Secret operates as a bootstrapped, founder-owned family enterprise with no disclosed external funding, institutional investors, or M&A activity. The team comprises 11-50 employees, including Rhonda Byrne (Creator and Executive Producer), her daughter Skye Byrne (Senior Editor/Writer/Producer and Executive Producer of the feature film), Paul Harrington (Writer/Producer and head of marketing/development), and Nic George (Creative Director/Illustrator). Distribution is amplified through Rhonda Byrne's personal brand, including appearances on the Oprah Winfrey Show, TIME 100 recognition in 2007, Forbes Celebrity 100 listing in 2007, and ongoing earned media via podcast and YouTube content.

Name

The Secret

Legal name

Creste LLC

Website

https://thesecret.tv

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Self-Help Media

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK)

Keywords

• Self-help publishing
• Documentary film production
• Personal development media
• Manifestation content
• Mobile wellness apps

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Book Sales: Sale of physical and digital books including The Secret, The Power, The Magic, Hero, The Greatest Secret, Countdown to Riches, The Secret to Love Health and Money Masterclass, and children's books. Sold through own e-commerce and retail distribution.
2. Film/Documentary Sales and Rentals: Digital rental (30-day passes), Blu-ray collector's editions, DVD sales, and digital streaming of The Secret documentary and The Secret: Dare to Dream motion picture.
3. Mobile Application Sales: Sale and download of The Secret Super App, The Secret to Money App, and The Secret Daily Teachings App through iOS App Store and Google Play.
4. Audiobook Sales: Sale of audiobook versions of all major titles including The Secret, The Power, The Magic, Hero, The Greatest Secret, Countdown to Riches, and Masterclass series. Available as downloads and CDs.
5. Merchandise/Card Decks: Sale of The Secret Manifestation Cards deck featuring 65 cards with key teachings and daily practice reminders.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Secret develops, produces, and sells a multi-format personal development media franchise centered on the Law of Attraction philosophy. The company offers documentary and feature films, a book series, audiobooks, mobile applications, and physical manifestation tools (such as a 65-card deck) directly to consumers globally through its own e-commerce storefront, mobile app marketplaces, and retail distribution. The integrated content ecosystem teaches visualization, gratitude, and manifestation practices for personal, financial, and relationship improvement.

Product overview

The Secret is a self-help brand founded by Rhonda Byrne based on the Law of Attraction philosophy. The company offers a multi-format product ecosystem centered on books, documentary films, feature films, audiobooks, mobile apps, and manifestation tools. The core products include The Secret (2006 documentary and book), The Secret: Remastered (2023 HD documentary), and The Secret: Dare to Dream (2020 feature film). The book series spans The Power (2010), The Magic (2012), Hero (2013), The Greatest Secret (2020), and the latest Countdown to Riches (2025). The product portfolio also includes specialized offerings like The Secret to Teen Power for teenagers, The Power of Henry's Imagination for children, The Secret Manifestation Cards (65-card deck), The Secret Super App (free mobile app), The Secret to Money App, The Secret Daily Teachings App, The Secret Scrolls newsletter, and manifestation tools like The Secret Check and Memory Game. Products are available across 52 world languages in multiple formats including physical books, e-books, audiobooks, DVDs, Blu-rays, and mobile apps for iOS and Android.

Differentiator

Problem solved

Functional benefit

Products and services

• The Secret (Original Documentary and Book) The original documentary film and companion book that launched The Secret franchise, presenting Law of Attraction teachers and teaching principles for creating abundance, health, relationships, and happiness. Sold as physical book, e-book, and audiobook in 50+ languages.
• The Secret: Remastered High-definition remastered version of the original documentary with new special features including Rhonda's Ten Secret Insights featurette, Rhonda's 4-Week Challenge, and exclusive weekly bonus video content. Available as $9.99 digital rental (30-day access, 8 views) and $29.95 Collector's Edition Blu-ray with numbered Certificate of Authenticity.
• The Secret: Dare to Dream 2020 feature film adaptation of The Secret starring Katie Holmes, Josh Lucas, and Jerry O'Connell, produced by Rhonda Byrne. Sold through physical media (Blu-ray/DVD) and digital channels.
• The Power New York Times bestselling book revealing the power of love and how to use it for better relationships and everything desired in life. Available in book, e-book, and audiobook formats, translated into 48 languages.
• The Magic Book containing 28 of the most powerful gratitude practices for lasting happiness. Available in book, e-book, and audiobook formats.
• Hero Book that lights the way for dreams, guiding readers step-by-step through challenges, hurdles, and setbacks until dreams are realized.
• The Greatest Secret Spiritual book taking readers beyond the material world into the spiritual realm, exploring awareness and the truth of who they really are.
• How The Secret Changed My Life Compilation book featuring real-life stories from readers whose lives were transformed by The Secret's message.
• The Secret Daily Teachings (Book) Book edition of daily teachings providing simple, inspiring ways to keep thoughts and feelings positive every day of the year.
• The Secret to Teen Power Version of The Secret exploring the Law of Attraction specifically from a teenager's perspective, available in book, e-book, and audiobook formats in 30+ languages worldwide.
• The Power of Henry's Imagination Children's illustrated picture story book exploring the visualization principle of The Secret, written by Skye Byrne with illustrations by Nic George. Available in book and e-book formats.
• The Secret to Love, Health, and Money: A Masterclass Comprehensive masterclass book combining three focused lessons on relationships, wealth, and health taught through the law of attraction.
• Countdown to Riches Rhonda Byrne's latest book (2025) revealing 21 days of simple, proven wealth-attracting habits easily incorporated into daily life. Available in book, audiobook, and e-book formats.
• The Secret Manifestation Cards Deck of 65 beautiful cards containing The Secret's most important teachings and simple, powerful practices for manifestation of happiness, health, wealth, and dreams.
• The Secret Super App Comprehensive mobile application combining gratitude tracking, affirmations, inspirational stories, and manifestation tools. Free download available on iOS and Android.
• The Secret to Money App Dedicated mobile application for practicing wealth-attracting habits and mindset shifts, helping users think and act as if they are wealthy now. Available on iOS and Android.
• The Secret Daily Teachings App Mobile app delivering daily inspirational content and positive thinking reminders throughout the year on iOS and Android.
• The Secret Masterclass Series Audiobooks Three in-depth masterclass audiobooks—The Secret to Relationships, The Secret to Money, and The Secret to Health—providing focused lessons on mastering the law of attraction in specific life areas.

Quantifiable outcome

• 30+ million copies sold across the book series
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hay House: Self-help and personal development book publisher founded by Louise Hay, releasing titles from authors like Deepak Chopra, Wayne Dyer, and Esther Hicks. Most directly comparable to The Secret as a publisher of Law of Attraction and manifestation-focused books, audiobooks, and card decks.
• Mindvalley: Personal transformation education platform offering online courses, app-based programs, and live events in areas like meditation, manifestation, and wellness. Direct competitor targeting the same self-improvement/manifestation consumer with a subscription digital model.
• Rhonda Byrne (Brand comparison: Deepak Chopra): Wellness/spiritual teacher selling books, courses, apps, and live events around consciousness and manifestation themes. Compares to The Secret as a founder-led personal brand monetizing spiritual/self-help IP across multiple formats (books, apps, masterclasses).
• Tony Robbins: Personal development brand selling books, seminars, digital courses, and coaching around mindset, wealth, and manifestation. Comparable to The Secret as a founder-led multi-format self-help franchise targeting financial abundance and personal transformation.
• Sounds True: Independent multimedia publisher specializing in spiritual and self-help books, audiobooks, and online courses. Comparable as a publisher-distributor in the same spiritual/wellness genre with similar catalog breadth and direct-to-consumer model.
• Napoleon Hill Foundation (Think and Grow Rich): Stewards of Napoleon Hill's classic 'Think and Grow Rich' and related Law of Attraction/wealth-mindset content via books, courses, and seminars. Direct lineage peer — Wattles' 'The Science of Getting Rich' (which inspired The Secret) and Hill's work share the same self-help lineage.

Broad incumbents

• Headspace: Major meditation and mindfulness app with subscription model, content library, and corporate wellness distribution. Adjacent competitor in the broader wellness/mindset space with vastly more venture capital and a recurring-revenue business model.
• Calm: Subscription meditation and wellness app with celebrity-narrated content, sleep stories, and masterclasses. Comparable as a digital wellness content brand with overlapping audience but serves a broader mindfulness/mental health use case than manifestation specifically.

Others

• Audible (Amazon): Audiobook subscription platform where The Secret series is also distributed. Comparable as a distribution channel and a competing monetization model (subscription) that is reshaping how self-help audiobooks reach consumers.

Emerging players

• Gaia (Company): Streaming video subscription service for conscious living, yoga, meditation, and spiritual content. Comparable as a digital platform monetizing the same spiritual/self-improvement audience that buys The Secret's content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thesecret
• YouTubeyoutube.com/user/thesecret
• Facebookfacebook.com/thesecret
• LinkedInlinkedin.com/company/book-magic

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 The Secret