James J. Glenn

The Situation

Breathwork has a marketing problem. The category is dominated by mysticism, vague promises, and subscription apps that give you a timer and call it a program. None of it is designed for someone who wants to actually understand what they're doing and why.

I've been a daily breathwork practitioner for years. I know what works. BREATHmg is my attempt to design the product I always wanted - structured, mechanical, no bullshit.

What I Built BREATHmg is a 60-day downloadable breathwork program built around a gear-based framework that maps specific breathing patterns to nervous system states. The "mg" stands for milligrams - one minute of breath training equals one milligram of dose. The pharmaceutical framing is intentional. This is a protocol, not a vibe.

The product includes 17 guided audio sessions, a 50+ page manual, and daily tracking calendars across three phases. One-time purchase at $49. No subscription. No app. No ongoing relationship required.

I designed and produced everything - brand identity, landing page, product manual layout, daily tracker system, audio script and production using an ElevenLabs AI voice, product photography, and the Shopify storefront with a custom Zipify landing page. I also built a 30% affiliate program and a creator kit for outreach partners.

The Design Thinking

The pharmaceutical dosing aesthetic was a deliberate positioning choice. Breathwork sits in a crowded wellness market where everything looks the same - soft gradients, serif fonts, stock photos of people meditating on rocks. BREATHmg looks like a product, not a practice. That distinction is the entire brand.

The gear system - mapping breath patterns to nervous system states the way a transmission maps engine output to road speed - gave the program a mechanical logic that makes it teachable and trackable. It also gave the visual design a clear language to work from.