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Headspace was founded in May 2010, by Andy Puddicombe and Richard Pierson. Headspace mainly operates through its online platform, which provides sessions of guided meditation to its registered users with the goal of mindfulness. Overall content is offered through a freemium subscription service model. Headspace provides guided meditation resources online, accessible to users through the company's website and via a mobile app on the iPhone and Android platforms. Users can access ten days of free content, after which they have the option to take out a monthly or annual subscription or continue with the free trial material. In June 2014, Headspace launched version 2 of its platform. Content in version 2 of the app focused on four areas once users have completed the Foundation stage: health, performance, relationships and Headspace Pro. The app uses gamification to encourage users to complete and master a level of meditation before moving on to a more advanced section. Each session is about ten minutes long, usually in audio format.