#4 Time Timer: From Mom Hack to Multimillion-Dollar Brand

Backstory

The story of Time Timer didn’t start with a business idea, but a mom trying to help her daughter. Jan Rogers was raising a young girl with ADHD who constantly asked, "How much time is left?". A question that came up during everyday routines like brushing teeth, doing homework, or getting ready for school. Traditional timers didn’t help. They ticked, beeped, or just ran out, but gave no visual sense of time disappearing. Jan knew her daughter needed something different: a way to see time.

So in 1994, she sketched out a simple idea: a visual timer with a red disk that gradually disappears as time passes. It was intuitive, silent, and easy to understand. She called it the Time Timer. The product quietly found its way into homes, classrooms, and therapy offices. Over the years, it became a cult favorite among parents, educators, and occupational therapists.

But it didn’t stop there.

Today, Time Timer is used by companies like Google, Apple, and Nike to manage meetings, increase productivity, and create focus-friendly environments. It's embraced by creators and influencers who talk openly about ADHD and executive function. It’s recommended by therapists, featured in classrooms across the world, and used in elite workplaces to help teams do deep work.

What started as a mother’s tool to help her daughter visualize time has turned into a multimillion-dollar brand with real staying power.

Road to the Money

How Time Timer built a focused brand in a distracted world.

1994 - The first Time Timer is born

Jan Rogers designs the original 60-minute visual timer to help her daughter with ADHD understand the passage of time.

1996 - Time Timer LLC is founded

Jan turns her visual timer into a real company. Early adoption comes from teachers, therapists, and special needs educators.

Early 2000s - Expands into schools and therapy clinic

Time Timer becomes a go-to tool for classrooms, IEP programs, and occupational therapists. Word-of-mouth spreads among the special education community.

2008 - First commercial timer patent granted

Marks a milestone in protecting the IP and formalizing the product for broader commercial markets.

2012 - Time Timer MOD launches

A sleeker, more modern version of the original design. Helps the brand expand into corporate and productivity markets.

2016 - Launches on Shopify

Time Timer upgrades its eCommerce presence with Shopify, enabling better control over drops, bundles, and direct-to-consumer sales.

2018 - Begins Amazon expansion

Time Timer becomes a top-rated visual timer on Amazon with thousands of verified reviews.

2020 - Remote work and learning boom

COVID-19 triggers massive demand from parents, teachers, and professionals. Time Timer becomes essential for WFH and homeschooling routines.

2021 - ADHD and educator influencers go viral

Time Timer gains traction with TikTok and YouTube creators who advocate for ADHD tools and Pomodoro-style focus work.

@hannabethh__

I wish I would’ve has this timer my first two years of teaching!!! @Time Timer LLC #classroomitems #classroomfinds #visualtimer #teacherso... See more

2022 - Brand partnerships with corporate teams

Time Timer becomes standard issue in productivity kits for teams at Google, Apple, and Nike.

2024 – Revenue estimated $10M+

With strong DTC, Amazon, and educational sales, Time Timer continues to grow with minimal paid media, no traditional ads, fueled by referrals, bulk orders, and creator endorsements. Amazon reviews top 14,000+. Product line now includes 20+ SKUs in multiple colors and formats.

Tech Stack

Shopify → eComm backbone
Handles all direct sales, bundling, and seasonal promos. Gives Time Timer flexibility to run their DTC strategy while syncing with Amazon and retail ops.

Klaviyo → Email flows
Used for educator campaigns, productivity tips, and abandoned cart flows. Segmented by buyer type (parents, teachers, corporate).

Amazon FBA → Marketplace dominance
Time Timer is a category leader on Amazon with thousands of reviews and strong Prime placement. Major source of sales volume.

Meta + Google Ads (light) → Limited paid acquisition
Most growth has come organically, but small campaigns support new product launches or seasonal spikes.

Affiliate + Influencer Tools → Manual + partner-based
Works with ADHD coaches, YouTubers, and creators who feature the timers in content about neurodivergence or productivity routines.

Top 3 Lessons from Time Timer

1. Solve a real problem for one person first
Jan didn’t start with a market she started with her daughter. She creatively and deeply solved a problem for a single person that resonated with millions.

2. Own your niche
By leaning into ADHD, executive function, and special needs communities, Time Timer found its superfans. They didn’t try to be everything to everyone, they became essential to the people who needed them most.

3. Slow growth is still strategic growth.
It took Time Timer decades to reach the mainstream, but that long runway let the brand deepen its roots. Today, it benefits from diversified channels (DTC, Amazon, schools, corporations) and passionate advocates who drive organic sales. If you’re building something real, it doesn’t need to go viral overnight. Longevity beats velocity when you’re playing the long game.

Besos,

Nick