Yoga Works

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.

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

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

• Online yoga classes
• Fitness subscription service
• On-demand video workouts
• Virtual wellness platform
• Live streaming fitness

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad 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

• Xx.com/yogaworks
• LinkedInlinkedin.com/company/yoga-works

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yoga Works