The story of Headspace is analogous to the story of secular mindfulness. Both sprouted in the Nineties, budded in the Noughties and blossomed in the Tens. Both took their cue from the work of Jon Kabat-Zinn et al. and Buddhist source materials. Both achieved a rapid advance in popularity. Both have not always dealt gracefully with their fame and, at times, have suffered from a kind of identity crisis.