Mindfulness is a growing area within psychology and mindfulness interventions are beginning to be used widely in organizations. What constitutes a mindfulness-based intervention, however, is unclear when looking at contemporary marketing. A cursory look at online advertisements reveals that mindfulness is sometimes discussed as a cognitive neurological based construct without mention of meditation practice. Other advertisements accentuate meditation practice as the central component of mindfulness. It is unknown if and how marketing discourse connects with professionals advertising mindfulness as a product. The present study utilized discourse analysis to examine linguistic themes across 126 organizations or consultants advertising mindfulness or meditation interventions, and whether language differed as a function of professional background of individuals marketing the "product." Websites were categorized based on background of professionals providing the service: psychological /spiritual/holistic, consulting and business, both, or "other." Specific qualitative themes are discussed in more detail, and implications for these findings and directions towards future research are discussed.