Origins of MINDSET
Mindset began with a spark, a daily ritual of sharing powerful words to spark growth, courage, and clarity. What started in 2018 as a digital passion project evolved into one of the largest self-development communities in the world. Mindset Therapy (@mindset.therapy) now inspires nearly 10 million people daily.
But we knew the mission couldn’t stop at the screen.
Mindset Goods was born out of a desire to give our community something they could hold, wear, and carry with them, a physical extension of the mindset they’re building. Every item is designed to embody purpose. From clean silhouettes to intentional messaging, each piece is designed to remind you of who you are and what you’re capable of.
This is a movement, and we’re just getting started.
Welcome to the next chapter of Mindset.
- 2017
- 2018
- 2019
- 2020
- 2021
- 2022
- 2023
- 2024
2017 – The Spark
It started with curiosity and a late-night scroll. We came across an ad about launching an online business. What began as a casual click quickly became a deep dive into e-commerce and brand building. We explored every niche imaginable, from pet gear to fitness tech, but nothing felt right. Then we asked one simple question: What if the niche was… mindset? That one question changed everything.
2018 – The Page Begins
In July, we launched the Mindset Therapy Instagram page with zero followers and one mission: to post content that made people stop, read, and reflect. Growth was slow at first, gritty, manual, intentional. We connected with other creators, learned how to reach our people, and built a system that worked. From 2,000 to 100,000 followers in a matter of months. This wasn’t luck, it was alignment.
2019 – A Million Minds, One Message
We reached our first million followers. Organically! No bots, no gimmicks, just meaningful content that resonated. People shared it, lived it, and built something bigger with us. That momentum caught the attention of Warner Brothers, leading to our first major partnership. It was validation that the message mattered. Merch was on the table, but we made a clear decision: “Build the message before the merch.” So we doubled down on content. The community deepened. The vision became unstoppable.
2020 – Clarity in Chaos
The world stopped, but we didnt. It was time to turn a page into a brand. Mindset Therapy became a framework, a daily practice of breaking, reshaping, and rebuilding thought patterns. We refined the voice, and locked in our ethos, "Change your mind, change your life."
2021 – All-In
We left our jobs and went full-time with Mindset. Every hour, every decision, every move was focused on building something real. The message had power, and we were ready to take it further. We started building with intention. Laying the foundation for a brand that could live beyond social media.
2022 – A Global Audience Emerges
We grew the team and crossed 5 million followers, proof that our message was resonating louder than ever. Our content started landing on the radar of celebrities and public figures, opening doors we hadn’t imagined. What began as a small page was now a brand with global attention. Behind the scenes, we started thinking bigger—refining strategy, expanding capabilities, and preparing for the future.
2023 – The Expansion
This was the year of growth. We brought on people who shared the same mindset as us. Together, we built a global network of creatives to better serve a diverse and growing audience. Every move was about creating real tools, real products, and real impact.
2024 – Move With Intention
This year was all about creating systems. Every piece went through research, testing, and multiple iterations. We focused on recreating our own team uniform. That’s why we started with classic tees and hoodie. The apparel is just the beginning. Behind the scenes, we’ve been working on a full lineup of products and tools. Each one is built to support focus, discipline, and real growth. This is about delivering tools that help you shift your mindset for good.