AT PEACE MEDIA

What AT PEACE MEDIA does

At Peace Media is a privately held, founder-led digital media company founded in 1996 by John Gelb that serves the massage, spa, and wellness industry with three core product lines: relaxation music, instructional massage videos, and online continuing-education (CE) webinars. The company operates a subscription music service called sighTUNES that delivers over 6,000 tracks from 180+ artists globally, refreshed monthly, with bundled licensing rights for commercial broadcast in spas and massage practices. Through its Tools for Touch division, At Peace Media offers NCBTMB-approved CE webinars sold individually ($29.97-$59.94 per class) or in bundles ($99 for 9 CE credits), and sells instructional massage videos on a 24-hour rental, 7-day rental, or permanent download basis ($6.99-$35.00). The company also produces private-label music programs and custom guided meditation playlists for hospitality customers including The Greenbrier and Hershey Hotel & Spa. Its flagship brand asset is the award-winning Esalen Massage Video (1997), described as the world's best-selling massage instructional video, filmed on location at the Esalen Institute and adopted by more than 50 massage schools worldwide.

Revenue is generated across five streams: recurring monthly music subscriptions, one-time video rentals and downloads, individual and bundled CE webinar purchases, digital music album and track sales, and licensing/custom music commissions for hospitality clients. The business is bootstrapped with no external funding, operates with a small named team of three employees plus founder John Gelb, and distributes globally through its own e-commerce website (atpeacemedia.com) with no native mobile app. The company is headquartered in New York with an additional office in Riverside. Marketing combines content (Tools for Touch blog), organic social (Facebook, YouTube, Twitter, Google+), industry conference presence (AMTA events), and CE webinars used as both revenue and lead-generation channels. The operating technology is a conventional digital streaming and delivery platform — no APIs, integrations, or AI/ML capabilities are disclosed.

Name

AT PEACE MEDIA

Legal name

At Peace Media LLC

Website

https://atpeacemedia.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

At Peace Media is a founder-led digital media company founded in 1996 that provides relaxation music, instructional massage videos, and online CE webinars to massage therapists, spas, and wellness professionals globally, distributed through subscription and download sales on its e-commerce website.

Ownership category

akta.pro rank

Product category

Wellness Media and Education

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Educational Services (611), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Video Tape Rental (7841)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Relaxation music streaming
• Massage instructional videos
• Spa wellness music
• Continuing education webinars
• Wellness content services

Headquarters

HQ city

Riverside

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Music Subscription Service: Monthly subscription music service (sighTUNES) providing access to curated playlists and streaming music for spa and massage environments. Includes exclusive playlists like At Peace Spa Medley, Spa Ultra, World Rhythms, Nature Garden, and Chris Ho Project.
2. Video Rentals and Downloads: On-demand instructional massage videos available as one-day (24 hour) rentals, one-week (7 day) rentals, or permanent downloads. Pricing ranges from $6.99 to $35.00 depending on format and program length.
3. CE Webinar Classes: Online continuing education webinars for massage therapists offering 1.5 to 9 CE credits. Classes bundled at $99 for 9 CE credits or individual classes from $29.97 to $59.94. Taught by industry experts on various massage modalities.
4. Music Album and Track Sales: Individual relaxation music albums and tracks available for digital download. Catalog includes several thousand albums across various styles including spa, massage, ambient, yoga, and world music from dozens of artists.
5. Private Label and Custom Music: Custom music and guided meditation programs commissioned by resorts like The Greenbrier and Hershey Hotel & Spa. Provides exclusive playlists and branded music solutions for hospitality businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

At Peace Media curates and distributes relaxation music, instructional massage videos, and continuing education webinars for massage therapists, spas, wellness centers, and hospitality businesses. The sighTUNES subscription service delivers 6,000+ tracks from 180+ artists globally for spa and massage environments, while the video catalog covers 50+ massage modalities including the flagship Esalen Massage program. CE webinars via the Tools for Touch division provide NCBTMB-approved continuing education for practicing therapists.

Product overview

At Peace Media operates a multi-product platform serving the massage and wellness industry since 1996. The core offerings include: (1) sighTUNES subscription music service delivering 6000+ tracks via Internet streaming for spas and massage practices, (2) an extensive library of instructional massage DVDs covering 50+ modalities including the flagship award-winning Esalen Massage Video, and (3) Tools for Touch online CE webinar programs with NCBTMB-approved continuing education for massage therapists. The company also produces a proprietary line of Thai massage videos by Chuck Duff and Val Guin's Forearm Dance Massage series. Exclusive music offerings comprise over 160 albums from dedicated artists.

Differentiator

Problem solved

Functional benefit

Brands

• Tools for Touch: A division of At Peace Media offering online massage CE webinars and continuing education programs for massage therapists.
• At Peace® Music
• sighTUNES

Products and services

• sighTUNES Subscription Music Service Subscription-based relaxation music streaming service delivering over 6,000 tracks from 180+ artists across five continents, designed specifically for massage, spa, and wellness environments. Includes commercial broadcast licensing rights for business use, with playlists refreshed monthly.
• Massage Instructional Video Library Library of instructional massage videos covering 50+ modalities, including the flagship flagship Esalen Massage Video, Thai Massage Video Series by Chuck Duff, and Val Guin's Forearm Dance Massage series. Available for digital download, 24-hour rental, or 7-day rental at $6.99 to $35.00.
• Tools for Touch CE Webinars Online continuing education (CE) webinars for massage therapists offering NCBTMB-approved courses taught by industry experts, available live or on-demand for 90 days. Individual classes priced at $29.97 to $59.94 per CE credit; bundled at $99 for 9 CE credits.
• Exclusive Music Catalog Curated collection of over 160 albums (approximately 1,600 tracks) from about 20 dedicated exclusive artists, available for individual digital download. Spans spa, massage, ambient, yoga, and world music styles.
• Private Label and Custom Music Programs Custom music and guided meditation programs commissioned by hospitality businesses such as The Greenbrier and Hershey Hotel & Spa. Provides exclusive branded playlists and custom music solutions for resort and hotel properties.

Quantifiable outcome

• Over 25 million people experienced At Peace Music during spa services in 2019
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• Massage Therapy FoundationminorStrategic or Co-development Partner · 1 January 2008Founder John Gelb is a long-standing supporter of the research, education and community service initiatives of the Massage Therapy Foundation. The company has demonstrated commitment to the bodywork community through blog posts highlighting this partnership.
• Esalen InstitutecoreStrategic or Co-development Partner · 1 January 1997At Peace Media's first product was the award-winning Esalen Massage Video in 1997, filmed on location at the Esalen Institute in Big Sur, California. The video features the Esalen Massage Crew and is used by over 50 massage schools worldwide. The Esalen philosophy of holistic bodywork remains central to At Peace Media's mission and brand identity.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Calm: Consumer wellness/meditation app with sleep stories, music, and masterclasses. Comparable to At Peace Media's relaxation-music and guided-meditation content, though Calm sells primarily to consumer end-users rather than practitioners and businesses.
• Headspace: Consumer and B2B meditation, mindfulness, and wellness content platform with sleepcasts and music. Comparable in offering relaxation and focus audio content, with a stronger consumer brand and growing enterprise/B2B motion in wellness benefits.
• Spotify: Global general-purpose music streaming platform with extensive wellness, meditation, and spa playlists. Represents the broad competitive incumbent that therapists and spas could substitute for a niche subscription if commercial-use licensing becomes accessible.

Direct peers

• Soundtrack Your Brand: B2B music streaming service purpose-built for hospitality and retail environments with curated playlists. Comparable to At Peace Media's hospitality-oriented music subscriptions and custom playlist offerings for spas, hotels, and resorts.
• ABMP (Associated Bodywork and Massage Professionals): Professional membership association that provides continuing education, publications, and resources to massage therapists. Directly comparable to At Peace Media's Tools for Touch CE webinar business and serves the same primary buyer segment.
• Real Bodywork: Producer and publisher of instructional massage technique videos and books, with strong presence in massage schools. Directly comparable to At Peace Media's instructional video line (Esalen, Thai, Forearm Dance) and the institutional school-channel revenue.
• Cloud Cover Music: Subscription-based licensed background-music service for businesses including fitness, hospitality, and wellness locations. Closely comparable to sighTUNES in business model (monthly subscription with commercial-use licensing) and target buyer (SMB and enterprise).
• Mood Media: Global B2B background-music and media-solutions provider serving retail, hospitality, and spa customers. Directly comparable to At Peace Media's sighTUNES subscription and private-label hospitality offerings, though Mood Media operates at much larger scale across multiple verticals.

Emerging players

• Insight Timer: Large free meditation and wellness community with extensive music and soundscape libraries from independent creators. Comparable to At Peace Media's catalog of 180+ artists and curation approach, though operating under a different (free/community) monetization model.

Others

• Massage Magazine: Trade publication and continuing-education provider serving massage therapists, including online CE courses and industry news. Adjacent peer to Tools for Touch's CE webinar business and shares the same professional audience, though its core product is editorial content rather than music or video.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/atpeacemedia
• YouTubeyoutube.com/user/AtPeaceVideo
• Facebookfacebook.com/atpeacemedia
• LinkedInlinkedin.com/company/at-peace-media

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 AT PEACE MEDIA