Asana Rebel

What Asana Rebel does

Asana Rebel GmbH is a Berlin-based direct-to-consumer wellness company founded in 2015 by Pascal Klein and Robin Pratap. The company operates a mobile-first yoga-inspired fitness platform distributed through iOS, Android, and a localized web presence, combining bodyweight workouts (over 100 sessions of 5–30 minutes), HIIT/cardio, meditation, nutrition plans, and sleep content in a single subscription product. Onboarding is a quiz-based flow collecting gender, fitness level, and goals; the resulting profile drives AI/ML-powered personalization of workout schedules, and the platform ingests user-generated workout routines and messages for ongoing refinement. Social features (followers, comments, user schedules) and offline workout access round out the product surface. Push notifications drive workout reminders and engagement loops.

The business is monetized through a freemium-to-subscription model priced at country-specific monthly rates that are not publicly disclosed. The free tier grants limited app access; the paid subscription unlocks the personal Coach, the full workout library, nutrition, meditation, and sleep content, with billing processed monthly in advance through iOS in-app purchase, Google Play, and Recurly (the latter also powering a gift-card channel for third-party gifting). Marketing relies on the company's six-language SEO footprint, Facebook and Google paid acquisition (AdWords, DoubleClick, Dynamic Remarketing, Facebook Custom Audiences), and ongoing content marketing. The company holds a Berlin-Charlottenburg commercial registration under HRB 166253 B and is privately held with no disclosed parent company or subsidiaries.

Operationally, Asana Rebel has accumulated 700,000+ active users, 9.6 million completed exercises, and 1 million completed meditations across its six localized markets (Germany, the UK, France, Spain, Italy, and Brazil). The company has raised approximately $24.8M across four disclosed funding rounds between 2015 and 2018 — a 2015 ProSiebenSat.1 Accelerator entry, a 2016 seed extension from HTGF and Astutia Ventures, and two 2018 rounds (a $6.5M Series A led by Headline and La Famiglia, followed by a $17.4M Series B led by Greycroft and Headline). No further rounds, acquisitions, or institutional events are disclosed in the available materials, and the company operates with an 11–50 person team in Berlin.

Name

Asana Rebel

Legal name

Asana Rebel GmbH

Website

https://asanarebel.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Asana Rebel GmbH is a Berlin-headquartered direct-to-consumer wellness platform offering a yoga-inspired mobile app combining workouts, meditation, nutrition, and sleep content. Founded in 2015, it serves 700,000+ users across six languages under a freemium subscription distributed via iOS, Android, and web.

Ownership category

akta.pro rank

Product category

Consumer Fitness and Wellness Mobile App

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Guided Meditation Instruction (1:1 & Group) (HSADAJAA), General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Yoga fitness app
• Workout subscription
• Wellness platform
• Meditation content
• Nutrition planning

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription (Paid App Services): Access to Coach and all available workouts is granted as part of a paid subscription. Subscriptions have varying minimum contract terms and auto-renew. For German consumers, contracts auto-extend indefinitely after minimum term with 1-month notice. Outside Germany, auto-renewal extends by the selected minimum term. Fees collected in advance; iTunes fees collected 24 hours before billing period.
2. Gift Cards: Asana Rebel gift cards are sold via Recurly (https://asanarebel.recurly.com/purchase/gift_card/asana_gift), allowing users to purchase prepaid access to subscription services as gifts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Asana Rebel operates a yoga-inspired fitness and wellness mobile app that combines 100+ bodyweight workout routines (5-30 minutes), personalized AI-driven coaching, guided meditation sessions, nutrition planning, and sleep content into a single direct-to-consumer subscription. The service is offered globally on iOS, Android, and the web in six languages, with personalized plans based on user gender, fitness level, and goals, sold as an auto-renewing monthly subscription.

Product overview

Asana Rebel is a comprehensive yoga-inspired fitness and wellness app offering a unified platform that combines a personal Coach, over 100 workout routines, meditation sessions, nutrition planning, and sleep content. The core Asana Rebel App serves as the central product, with the Coach feature providing personalized recommendations. Content categories span yoga and HIIT workouts, nutrition programs with fat-burning meal plans, meditation guidance, and sleep support. Available in 6 languages across multiple regional sites (English, German, Spanish, French, Italian, Portuguese), with full access provided through a paid subscription model.

Differentiator

Problem solved

Functional benefit

Products and services

• Asana Rebel App A subscription-based yoga-inspired fitness and wellness mobile app for adults 18+, offering a library of 100+ bodyweight workouts (5-30 minutes), HIIT/strength sessions, meditation, nutrition plans, and sleep content in a unified app for iOS, Android, and the web.
• Asana Rebel Coach A personalized coaching system within the Asana Rebel app that delivers customized workout recommendations and guidance to individual users based on their goals, fitness level, and onboarding preferences.
• Asana Rebel Nutrition Content Integrated nutrition planning content within the Asana Rebel subscription covering fat-burning meal plans, superfoods, snack tips, and color-based food education for holistic consumer wellness.
• Asana Rebel Meditation and Sleep Content Integrated meditation sessions (including Tea and Meditation guides) and sleep-focused content within the Asana Rebel app for stress reduction and improved sleep as part of holistic consumer wellness.
• Asana Rebel Gift Cards Prepaid gift cards sold through Recurly that grant recipients access to the paid Asana Rebel subscription services.

Quantifiable outcome

• 87% of users who trained 4x/week showed improvement in physical strength and flexibility
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Google (Google Analytics, Firebase, AdWords, DoubleClick, Crashlytics)coreTechnology or IntegrationGoogle services used for web and app analytics (Google Analytics), crash reporting (Crashlytics), in-app analytics (Firebase SDK / Google Analytics for Firebase), A/B testing, remote configuration (Firebase Remote Config), and marketing/advertising (Google AdWords, DoubleClick, Google Dynamic Remarketing). EU-US Privacy Shield certified. Google Analytics with IP anonymization enabled.
• Facebook (Facebook Connect, Custom Audiences)coreGTM or Marketing PartnerFacebook Connect used for user login/registration via Facebook account. Facebook Custom Audiences remarketing pixel and SDK used for interest-based advertising on Facebook. Facebook stores and processes data in the United States. EU-US Privacy Shield certified.
• PinterestminorGTM or Marketing PartnerPinterest 'Pin it' button plug-in on the Asana Rebel website allows users to share content to Pinterest. Pinterest receives the user's IP address upon visiting the page. Users can adjust Pinterest data settings regardless of account status.
• Greenhouse Software, Inc.minorImplementation/ SI/ Consulting PartnerApplicant tracking system and recruiting software used for managing job applications. Candidate data processed on Greenhouse servers located in the USA. Used for recruitment activities including interview scheduling and evaluation. Data deleted after 12 months in case of rejection.
• ePrivacy GmbH (External Data Protection Officer)minorOthersExternal Data Protection Officer represented by Prof. Dr. Christoph Bauer, located in Hamburg, Germany. Contact for all data security requests at [email protected]. Provides GDPR compliance advisory services.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Freeletics: Freeletics is a Munich-based digital fitness app offering personalized bodyweight training, nutrition, and mindset coaching via subscription. It is the closest comparable to Asana Rebel in terms of European origin, virtual delivery, body-weight training focus, and freemium direct-to-consumer GTM.
• Nike Training Club: Nike's Training Club app provides free guided workouts, yoga, and strength training content to a global consumer base. It is directly comparable to Asana Rebel's core product (mobile workout library) and competes for the same consumer mindshare, though it is free and loss-leadered by Nike's broader brand ecosystem.
• 8fit: 8fit is a subscription fitness and nutrition app offering personalized workout plans, meal plans, and coaching in a single product. It directly mirrors Asana Rebel's integrated workout-plus-nutrition positioning and similar consumer subscription model.
• Gymondo: Gymondo is a Berlin-based digital fitness platform offering personalized workout and nutrition plans via subscription. As another Berlin-rooted consumer fitness app, it is highly comparable to Asana Rebel in geography, business model, and product surface area.
• Aaptiv: Aaptiv is a subscription audio-based fitness app providing trainer-led workout, yoga, and meditation sessions. It directly mirrors Asana Rebel's on-demand workout-plus-meditation subscription model and competes in the same consumer channel.
• Down Dog: Down Dog is a yoga and fitness app that procedurally generates unique workout sequences for each session. It overlaps with Asana Rebel's yoga-inspired, no-equipment positioning with a similar algorithmic-personalization lens.

Emerging players

• Headspace: Headspace is a leading meditation and mindfulness subscription app with adjacent sleep and movement content. It overlaps directly with Asana Rebel's meditation and sleep modules and competes for the same wellness-conscious consumer budget.
• Calm: Calm is a leading meditation, sleep, and mental wellness subscription app. It is comparable to Asana Rebel's meditation/sleep category and competes for the same end-user, though its core is more mental-wellness than fitness.

Broad incumbents

• Peloton App (One): Peloton's standalone App One offers strength, yoga, meditation, HIIT, and outdoor classes without hardware. It is a broader incumbent operating in the same digital fitness/wellness subscription category as Asana Rebel and competes across overlapping workout categories.
• Apple Fitness+: Apple Fitness+ is a subscription fitness service bundled into the Apple ecosystem offering workouts, yoga, meditation, and HIIT across modalities. It is a broad incumbent in the same digital wellness category and benefits from hardware-level distribution and bundling unavailable to independent apps like Asana Rebel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asanarebel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors6 records

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

M&A

Investments

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

Frequently asked questions about Asana Rebel