Hoda Kotb’s Big Reveal: New Business & New Orleans Festival
Hoda Kotb’s Journey from TV Anchor to Wellness App Founder: The Joy 101 Story
How a Simple Breathing Exercise Changed Everything
Imagine waking up at 4 a.m. every day for years, feeling like your brain is stuck in a thick fog. That was Hoda Kotb’s life as co-host of the "Today" show. Then a friend suggested she try something called "breathwork" — a practice of controlled breathing exercises.
Important Point: Breathwork isn’t magic — it’s a science-backed way to calm your nervous system by changing how you breathe.
Hoda gave it a shot. She followed the instructions, did the exercises, and suddenly burst into tears from the massive stress release. The next morning at work? "It was like someone had taken a squeegee to my brain and got rid of the fog. It was like a magic trick."
That experience was so powerful it became the spark for her next big adventure.
What Is Joy 101? (ELI5 Version)
Think of Joy 101 like a pocket-sized wellness coach. It’s an app on your phone that gives you:
- Bite-sized lessons (short, easy to fit in your day)
- Expert guidance on breathwork, meditation, stretching, and more
- Custom programs based on your age, stress level, goals, and schedule
- Tools for physical, mental, AND emotional well-being
How Much Does It Cost?
| Plan | Price |
|---|---|
| Monthly | $17/month |
| Annual | $100/year (save $104!) |
| Free Trial | Available first |
The Dream Team Behind the App
Hoda didn’t build this alone. She gathered an all-star crew of co-founders and advisors:
Core Founders
- Hoda Kotb — Former "Today" co-host, chief visionary
- Karen Swensen — Hoda’s longtime friend, former WWL-TV anchor (lives in New Orleans!)
- Hala Kotb — Hoda’s sister
- Mike Xenakis — Co-founder of OpenTable (the restaurant reservation app), serves as Executive Chair
Celebrity Advisors & Investors
- Gayle Benson — Owner of the New Orleans Saints & Pelicans
- Drew Brees — Former Saints quarterback, New Orleans legend
- Jon Batiste — Grammy-winning musician, New Orleans native
- Joanna Gaines — HGTV star, designer (she even redesigned their office!)
- Arthur C. Brooks — Harvard "happiness" professor
- Maria Shriver — Journalist, former California First Lady, Kennedy family member
- Wendy Suzuki — Neuroscientist, NYU professor
Important Point: Many team members trace back to Hoda’s days at WWL-TV in New Orleans (1992–1998). She calls it: "All roads lead to New Orleans."
Big Moves: Partnerships & Events
Major Partnership: Ochsner Health
- 40,000 employees get FREE access to Joy 101
- Largest private employer in the region
- Healthcare workers can use it on the clock to recharge during shifts
- Pitch made with help from Gayle Benson and Ochsner CEO Pete November
Joy Fest — Coming to New Orleans!
- First major in-person festival planned for next year
- Expected 1,500–2,000 attendees
- Inspired by Essence Fest ("the original party with a purpose")
- Karen Swensen: "Hoda and I remember the first Essence Fest, and we watched them grow."
Other Retreats & Events
| Event | Location | Details |
|---|---|---|
| Free teacher retreat | New York City | Public school teachers |
| Paid retreat (Feb) | Scottsdale, Arizona | Wellness weekend |
| Fall retreat | Amelia Island, Florida | Ritz-Carlton, tickets from $3,300 |
Beyond the App: A Media Empire in the Making
Hoda’s building a whole ecosystem around joy:
- "Joy Rides" — Mobile interview show on YouTube (200K+ subscribers)
- "Joy 101 with Hoda Kotb" Podcast — Talks with experts on happiness during life changes
- Book — "Jump and Find Joy" published last year
- Live "Happiness Hours" — Online events with former TV colleagues
- Sponsorship Revenue — From shows and events
The Wellness Market: David vs. Goliath
Joy 101 is diving into a $6.8 TRILLION global wellness industry (that’s trillion with a T!).
The market has grown 35% since the pandemic as people prioritize health more than ever.
Main Competitor: Calm
- 14 years old
- Valued at $2 billion
- Established leader in meditation apps
Joy 101’s edge? Personality-driven, bite-sized, community-focused, and backed by famous faces people trust.
Why New Orleans? Why Now?
The New Orleans Connection Timeline
- 1992–1998 — Hoda anchors at WWL-TV, builds lifelong friendships
- 2024 — "Today" show films at Jazz Museum during French Quarter Fest
- 2025 — Hoda leaves "Today" show (January), launches Joy 101 (June)
- 2026 — Ochsner partnership announced, Joy Fest planned for NOLA
Karen Swensen’s Take:
"People are encouraged to use it on the clock because it gives a moment to recharge and refocus. We want to help people in high-stress, high-performance environments perform better."
Summary: The Big Picture
| What Happened | Why It Matters |
|---|---|
| Hoda tried breathwork → life-changing result | Personal pain point became business mission |
| Left "Today" show after decades | Prioritized family + new purpose |
| Built Joy 101 with friends & experts | Trust-based team, not corporate strangers |
| Secured Ochsner deal (40K users) | Proves B2B model works in high-stress jobs |
| Planning Joy Fest in New Orleans | Homecoming + community building |
| Expanding to YouTube, podcast, retreats | Multi-platform brand, not just an app |
Hoda’s philosophy: "I don’t know where we’ll wind up in the end, but I believe it will be a great place because we’re helping people. Karen is my best friend and one of the smartest people I know, and to bring in Gayle, Drew and Jon into the equation, it all makes sense. We’re going to go where the energy flows."
FAQ: Your Questions Answered
What exactly IS breathwork?
A: Simple breathing exercises you do on purpose. Different patterns (fast, slow, hold, release) signal your nervous system to calm down or energize. No equipment needed — just your lungs!
Do I need to be flexible or "spiritual" to use Joy 101?
A: Not at all! The app meets you where you are. Lessons are bite-sized (5–10 minutes), customizable, and designed for regular busy people — not monks on mountaintops.
Can my company get Joy 101 for employees like Ochsner did?
A: Yes! That’s their new "enterprise" strategy. They’re pitching to companies as a wellness benefit that reduces burnout and improves focus. Talk to your HR department!
Is Joy Fest open to everyone or just app members?
A: Details are still coming together, but based on their other events — some are free (teacher retreat), some paid (retreats), some tiered. Likely a mix! Sign up on the app for early access.
How is this different from Calm or Headspace?
A: Three big differences:
- Personality-led — Hoda’s warmth + famous friends you know
- Bite-sized by design — Built for "I have 3 minutes" moments
- Community-first — Live events, retreats, festivals = real human connection
Final Thought: Sometimes the biggest career moves start with a single breath. Hoda’s squeegee moment became an app, a community, and now a movement — all rooted in the city that shaped her. Where will your next breath take you?