Yoga Works
YogaWorks is a digital wellness subscription platform offering on-demand and live yoga, pilates, barre, and fitness classes to individual consumers via web, mobile, and TV apps, revived under Go Digital Media Group after the 2021 liquidation of the original studio chain.
- Company typePrivate
- Founded2021
- HeadquartersSanta Monica, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Yoga Works does
YogaWorks is a digital wellness subscription platform offering on-demand and live-streamed classes across seven disciplines — yoga, pilates, barre, mobility, strength, stretching, and meditation — to individual consumers. The product is delivered via a cross-platform streaming service accessible through web (yogaworks.com), mobile apps on iOS and Android, and TV apps on Apple TV, Roku, FireTV, and Samsung TV. Content ranges from short 5-minute resets to 60-minute flows, with new classes added weekly and a 14-day free trial gating subscription. The company monetizes exclusively through two recurring subscription tiers: $29.99 per month or $199 per year, both auto-renewing after the trial period.
The current YogaWorks entity was revived in 2021 under Go Digital Media Group after the original YogaWorks studio chain — founded in 1987 by Alan Finger and Chuck Miller — filed for Chapter 11 bankruptcy in October 2020 and was liquidated in May 2021. The revived operation represents a full strategic pivot from a physical-studio model (which had previously raised $13M from Highland Capital Partners in 2007 and acquired YogaOne Studios, Pure Prana Yoga Studio, and Tranquil Space in 2017) to a pure-play digital subscription. The brand is headquartered in California (Santa Monica), is privately held, and discloses no venture funding, management team, or financials for the current entity. Distribution is entirely self-serve / product-led, relying on website conversion, app-store presence, and customer testimonials as primary acquisition channels.
Yoga Works firmographics
Firmographics- Name
- Yoga Works
- Legal name
- YogaWorks
- Website
- https://yogaworks.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- YogaWorks is a digital wellness subscription platform offering on-demand and live yoga, pilates, barre, and fitness classes to individual consumers via web, mobile, and TV apps, revived under Go Digital Media Group after the 2021 liquidation of the original studio chain.
- Ownership category
- akta.pro rank
Yoga Works industry classification
Industry- Product category
- Online Fitness Subscription
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
- akta.pro secondary industries
- Online/Remote Personal Training & Programming (HSADAAAM), General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
Keywords
Where Yoga Works is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Markets served
Yoga Works business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Digital Subscription - Annual: Annual subscription at $199/year with 14-day free trial. Auto-renews yearly after trial. Single membership covers all class types and devices.
- Digital Subscription - Monthly: Monthly subscription at $29.99/month with 14-day free trial. Auto-renews monthly after trial. Single membership covers all class types and devices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual subscription |
| Subscription | Monthly | Monthly subscription |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
Yoga Works product offering
Product offeringCore offering
YogaWorks operates a digital subscription platform that streams thousands of on-demand and daily live yoga, pilates, barre, mobility, strength, stretching, and meditation classes led by expert instructors. Membership is offered at $29.99/month or $199/year with a 14-day free trial and is accessible across web, mobile, and TV devices without requiring equipment beyond a mat.
Product overview
YogaWorks is a digital wellness subscription platform offering a unified product that combines on-demand video classes, daily live sessions, and guided programs. The platform provides seven class types—yoga, pilates, barre, mobility, strength, stretching, and meditation—accessible via web, mobile app, and TV streaming devices. Membership is available in two tiers: Annual ($199/year) and Monthly ($29.99/month), both with 14-day free trials. The platform emphasizes expert instructors, short-form and full-length content, and accessibility across all devices without requiring equipment beyond a mat.
Differentiator
Problem solved
Functional benefit
Products and services
- YogaWorks Digital Fitness Subscription Subscription-based digital platform providing thousands of on-demand video classes plus daily live sessions across seven disciplines (yoga, pilates, barre, mobility, strength, stretching, meditation), taught by expert instructors and accessible via web, mobile apps, and TV apps with no equipment beyond a mat.
Companies that use Yoga Works
Customer profileSegments1 record
Ideal customer profiles1 record
Yoga Works technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Yoga Works partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Yoga Works competitors and assessment
Company assessmentBroad incumbents
- Apple Fitness+: Apple's subscription fitness service bundled into Apple One, offering on-demand classes across modalities including yoga and meditation. A major incumbent threat given device ecosystem reach and aggressive pricing.
- Peloton: Large-scale digital fitness subscription platform with both on-demand and live classes across multiple modalities. Competes for the same at-home fitness subscription dollars but operates at far greater scale and with proprietary hardware.
- YouTube (fitness content): Free ad-supported video platform hosting vast libraries of yoga and fitness content from independent instructors. Sets the zero-price benchmark against which any paid digital yoga subscription must justify its value.
Emerging players
- Down Dog: App-based yoga, HIIT, and meditation platform with procedurally generated classes. Differs through algorithmically varied workouts rather than instructor-led content but targets the same at-home yoga subscriber.
- FitOn: Ad-supported and membership digital fitness platform with broad workout variety including yoga and pilates. Targets similar at-home consumer but with a different monetization mix and larger celebrity-influencer roster.
Direct peers
- obé Fitness: Digital fitness streaming subscription with live and on-demand classes across multiple modalities including yoga, strength, and cardio. Competes with the same horizontal content approach and comparable price.
- Alo Moves: Alo Yoga's digital subscription platform offering on-demand yoga, pilates, and meditation classes at a similar price point. Closest direct competitor given shared yoga-first positioning, multi-device streaming, and premium brand identity.
- Glo: Digital yoga, pilates, and meditation subscription platform with expert instructors and on-demand plus live classes. Directly comparable subscription model, content breadth, and target consumer seeking at-home yoga practice.
- Gaia: Subscription streaming platform focused on yoga, meditation, and conscious living with thousands of on-demand classes. Comparable subscription pricing model and content breadth spanning yoga and mindfulness.
- CorePower Yoga On Demand: Digital streaming extension of CorePower Yoga's studio brand, offering on-demand yoga, sculpt, and meditation classes. Competes head-to-head on instructor-led yoga content for at-home consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Yoga Works social profiles
Digital presenceYoga Works financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yoga Works leadership team
Management profileNumber of profiles
Yoga Works funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yoga Works M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yoga Works
What does Yoga Works do?
YogaWorks operates a digital subscription platform that streams thousands of on-demand and daily live yoga, pilates, barre, mobility, strength, stretching, and meditation classes led by expert instructors. Membership is offered at $29.99/month or $199/year with a 14-day free trial and is accessible across web, mobile, and TV devices without requiring equipment beyond a mat.
Is Yoga Works a public or private company?
Yoga Works is a private company. It is classified as corporate owned and is currently operating.
When was Yoga Works founded?
Yoga Works was founded in 2021. It employs 501 to 1,000 people.
Where is Yoga Works based?
Yoga Works is headquartered in Santa Monica, United States, in the North America region.
How does Yoga Works make money?
Two revenue lines are on record. Digital Subscription - Annual is the primary driver. The others are digital Subscription - Monthly.
Who are Yoga Works's main competitors?
Broad incumbents on record are Apple Fitness+, Peloton and YouTube (fitness content). Emerging players are Down Dog and FitOn. Direct peers are obé Fitness, Alo Moves, Glo, Gaia and CorePower Yoga On Demand.
Does Yoga Works have an API?
No public API is recorded for Yoga Works.
What industry is Yoga Works in?
Yoga Works's product category is Online Fitness Subscription. Its primary akta.pro industry code is HSADAJAH, Meditation Apps, Digital Courses & Online Communities, with a secondary code of HSADAAAM, Online/Remote Personal Training & Programming. Its SIC code is 7997.