Yoga With Adriene
Yoga With Adriene is a bootstrapped Austin-based digital wellness company that delivers free yoga and mindfulness video content to 13M+ YouTube subscribers globally, monetizing through a $14.99/month FWFG subscription app, à la carte premium courses on Kajabi, and YouTube advertising.
- Company typePrivate
- Founded2012
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Yoga With Adriene does
Yoga With Adriene is a privately held, bootstrapped digital wellness company founded in 2012 in Austin, Texas, operating as Yoga With Adriene, LLC. The company provides on-demand yoga and mindfulness video content to a global consumer audience across all ages, experience levels, and body types, with its core user base built around a free YouTube channel that has accumulated 13 million+ subscribers and over 5 billion lifetime views across 770+ videos. Its flagship content engine is a long-running tradition of annual 30-day yoga journey series — beginning with the original 30 Days of Yoga in 2015 and continuing annually through FLOW in 2024 — that drive community-wide engagement events reinforced by daily email companions and a weekly newsletter.
The business is structured as a dual-tier freemium platform. The free YouTube channel and organic social presence (Facebook, Instagram, Twitter, Pinterest) function as the top-of-funnel customer acquisition channel, while the proprietary Find What Feels Good (FWFG) subscription service — built on Kajabi and delivered as a mobile app — converts engaged viewers into recurring subscribers at $14.99 per month for ad-free access to 700+ videos, members-only weekly content drops, monthly creator vlogs, and a private community. A secondary revenue stream consists of one-time individual course purchases (e.g., REBOOT at $19.99, plus The Shanti Series, RISE, REST, LIGHT, Yoga Ritual, Breathing Room, Prenatal Yoga, and Empower) sold through the Kajabi storefront and processed via Stripe and PayPal.
The go-to-market motion is community-led and creator-anchored, with founder Adriene Mishler serving as the principal on-camera teacher and brand asset. Marketing relies on YouTube's discovery algorithm, word-of-mouth referrals, user-generated content under community hashtags, and a weekly owned-email newsletter sent via AWeber. The company has no disclosed external funding, no parent company, and operates with an 11–50 person team — a lean structure enabled by platform-hosted distribution and no custom-built production technology. Revenue is not disclosed, but diversified streams (YouTube advertising, recurring subscriptions, and à la carte course sales) across global audiences (US, Canada, UK, Germany, Australia) support a consumer-scale business with low customer concentration risk and structural dependence on third-party platforms (YouTube, Kajabi, AWeber).
Yoga With Adriene firmographics
Firmographics- Name
- Yoga With Adriene
- Legal name
- Yoga With Adriene, LLC
- Website
- https://yogawithadriene.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yoga With Adriene is a bootstrapped Austin-based digital wellness company that delivers free yoga and mindfulness video content to 13M+ YouTube subscribers globally, monetizing through a $14.99/month FWFG subscription app, à la carte premium courses on Kajabi, and YouTube advertising.
- Ownership category
- akta.pro rank
Yoga With Adriene industry classification
Industry- Product category
- Online Yoga and Mindfulness Video Content
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
- akta.pro secondary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
Keywords
Where Yoga With Adriene is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Yoga With Adriene business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- YouTube Ad Revenue: Free YouTube channel generates advertising revenue from over 13 million subscribers and billions of views. The YouTube content serves as the primary customer acquisition channel while generating supplemental ad-based revenue.
- FWFG Subscription Membership: Find What Feels Good (FWFG) is a subscription-based app offering over 700 videos including yoga, meditation, premium courses not available on YouTube, members-only content released weekly, ad-free experience, and access to a private community. Monthly subscription at $14.99/month.
- Individual Course Sales: One-time purchase courses such as REBOOT ($19.99), The Shanti Series, RISE Morning Yoga, REST Evening Yoga, LIGHT 7 Day Chakra Ride, Yoga Ritual, Breathing Room, Prenatal Yoga, and Empower Transformative. Courses are available as streaming and downloadable content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | FWFG Monthly Subscription |
| One time/ perpetual license | Pay-as-you-go | Individual Course - REBOOT |
| Freemium | Monthly | 30 Days of Yoga Series (Free) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Yoga With Adriene product offering
Product offeringCore offering
Yoga With Adriene produces and distributes yoga and mindfulness video content to individual consumers. The free YouTube channel provides 770+ videos to 13M+ subscribers, serving as both product and acquisition channel, while the FWFG (Find What Feels Good) paid subscription offers ad-free access to 900+ videos, premium courses, weekly members-only content, and a private community. Individual premium courses (REBOOT, RISE, REST, LIGHT, Shanti Series, Yoga Ritual, Breathing Room, Prenatal Yoga, Empower Transformative) are also sold as one-time purchases.
Product overview
Yoga With Adriene operates as a dual-tier platform combining a free ad-supported YouTube channel with a premium subscription service called Find What Feels Good (FWFG). The core YouTube channel provides free high-quality yoga and mindfulness video content to over 12 million subscribers, featuring the popular annual 30 Days of Yoga series and themed playlists for specific needs (beginners, back pain, mental health). Find What Feels Good is a subscription-based app and website that offers ad-free access to the full video library, over 900 videos, exclusive premium courses not available on YouTube (including The Shanti Series, RISE, REST, LIGHT, Yoga Ritual, Breathing Room, Prenatal Yoga, Empower, and REBOOT), weekly new content releases, and a private community. The company also sells individual courses through Kajabi. The free tier serves as a discovery channel while the premium tier provides a more comprehensive, uninterrupted learning experience with members-only content.
Differentiator
Problem solved
Functional benefit
Brands
- Find What Feels Good (FWFG): Subscription app/platform dubbed the first 'Netflix For Yoga' providing ad-free content, premium courses, and member-only videos
- FWFG App
Products and services
- Find What Feels Good (FWFG) Subscription App Premium subscription app and website providing ad-free access to 900+ yoga and mindfulness videos, weekly members-only content releases, premium courses not available on YouTube, workshops, meditation content, monthly vlogs from Adriene, and a private global community. Priced at $14.99/month.
- REBOOT: Home Yoga Practice Downloadable yoga course with 4 exclusive full-length videos, REBOOT Guide PDF eBook, and Reboot Calendar designed to support practitioners through 29+ days of practice. Focuses on reconnecting, rejuvenating, and empowering the body. Priced at $19.99 one-time or included in FWFG membership.
- RISE - Morning Yoga Premium morning yoga course designed to energize and start the day with mindful movement and breath work, sold through the Kajabi storefront.
- REST - Evening Yoga Premium evening yoga course focused on relaxation, wind-down practices, and bedtime routines, sold through the Kajabi storefront.
- LIGHT - 7 Day Chakra Ride Premium 7-day yoga series exploring chakra work and energy balancing practices, sold through the Kajabi storefront.
- Yoga Ritual Premium course focused on building sustainable yoga practice routines and daily rituals, sold through the Kajabi storefront.
- Breathing Room Premium course dedicated to pranayama and breath work practices for stress reduction and energy optimization, sold through the Kajabi storefront.
- Prenatal Yoga Premium course designed for pregnant practitioners with modified poses and prenatal-specific guidance, sold through the Kajabi storefront.
- Empower: Transformative Premium transformative yoga course focused on building strength, confidence, and personal growth through practice, sold through the Kajabi storefront.
- The Shanti Series Premium yoga course offering in the Shanti series available for purchase through the Kajabi platform, part of the featured courses collection.
- CENTER 30-Day Yoga Series Free 30-day yoga journey series with daily practices and companion emails, focused on whole body strengthening through core-centered, breath-led sequences.
- MOVE 30-Day Yoga Series Free 30-day yoga journey series designed to improve movement quality, brain and body function through daily practice.
- BREATH 30-Day Yoga Series Free 30-day yoga journey series focused on building muscle tone, improving spinal alignment, and optimizing body function through breath-led daily practice.
- HOME 30-Day Yoga Journey Free 30-day yoga journey series launched during the COVID-19 pandemic, focused on at-home reunion with self through regular daily practice.
- Dedicate 30-Day Yoga Journey Free 30-day yoga journey series launched in 2019, inviting transformation and discovery of personal practice rhythm through daily sessions.
- TRUE 30-Day Yoga Journey Free 30-day yoga journey series launched in 2018, opening the mind and committing to at-home yoga practice to get closer to your true self.
- Revolution 30-Day Yoga Series Free 30-day yoga journey series launched in 2017 for new beginnings, transformation, and celebration of personal power through daily practice.
- Yoga Camp 30-Day Yoga Series Free 30-day yoga journey series launched in 2016 as a 'Bootcamp' for the Mind, Body & Soul for physical and mental health.
- 30 Days of Yoga (Original) Original free 30-day yoga challenge series launched in 2015 that started the annual tradition, intended to support finding what feels good through daily practice.
- FLOW 30-Day Yoga Series Free 30-day yoga journey series launched in 2024 leading practitioners by the breath through different tempos to discover energetic states.
Quantifiable outcome
- 13+ million subscribers on YouTube
- +2 more outcomes
Companies that use Yoga With Adriene
Customer profileSegments2 records
Ideal customer profiles2 records
Yoga With Adriene technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Yoga With Adriene partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Yoga With Adriene competitors and assessment
Company assessmentDirect peers
- Glo: Subscription-based yoga and meditation streaming platform offering on-demand classes across multiple styles and levels. Closely comparable to FWFG in product model, target customer, and pricing structure.
- Alo Moves: Premium yoga and wellness streaming platform backed by Alo Yoga, offering on-demand classes, meditations, and wellness content. Directly comparable in content category and subscription model, with broader apparel ecosystem.
- Down Dog: Yoga app offering customizable, procedurally generated yoga sessions across multiple styles and difficulty levels. Comparable as a digital yoga subscription product targeting at-home practitioners.
- Gaia: Subscription streaming service focused on yoga, meditation, and conscious living content. Comparable in core content category and subscription monetization model, with broader spiritual/wellness positioning.
- Asana Rebel: Yoga-inspired fitness app combining traditional yoga with HIIT and strength training. Comparable as a digital yoga/fitness subscription product targeting mainstream consumers.
- Obé Fitness: Live and on-demand streaming fitness platform with strong yoga and mindfulness offerings. Comparable as a digital streaming fitness subscription targeting design-conscious, at-home practitioners.
Broad incumbents
- Peloton: Large connected fitness platform with yoga, meditation, and strength classes in its digital subscription. Overlaps with YWA's content category but operates a much broader multi-category fitness offering anchored by hardware.
- Apple Fitness+: Subscription fitness service offering yoga, HIIT, strength, and mindfulness classes integrated with Apple Watch. Overlaps with YWA in yoga and meditation content but serves as part of Apple's broader services ecosystem.
- Beachbody On Demand: Long-established fitness subscription service offering structured programs including yoga (e.g., Yoga Booty Ballet). Overlaps with YWA in subscription-based at-home fitness but with a broader, program-driven catalog.
Emerging players
- FitOn: Free ad-supported fitness app offering workouts including yoga, with premium tier for ad-free and additional content. Comparable freemium model targeting at-home fitness consumers, though broader than yoga-only.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Yoga With Adriene social profiles
Digital presenceYoga With Adriene compliance and trust
Trust signalCompliance1 record
Yoga With Adriene financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yoga With Adriene leadership team
Management profileNumber of profiles
Profiles2 records
Yoga With Adriene funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yoga With Adriene M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yoga With Adriene
What does Yoga With Adriene do?
Yoga With Adriene produces and distributes yoga and mindfulness video content to individual consumers. The free YouTube channel provides 770+ videos to 13M+ subscribers, serving as both product and acquisition channel, while the FWFG (Find What Feels Good) paid subscription offers ad-free access to 900+ videos, premium courses, weekly members-only content, and a private community. Individual premium courses (REBOOT, RISE, REST, LIGHT, Shanti Series, Yoga Ritual, Breathing Room, Prenatal Yoga, Empower Transformative) are also sold as one-time purchases.
Is Yoga With Adriene a public or private company?
Yoga With Adriene is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yoga With Adriene founded?
Yoga With Adriene was founded in 2012. It employs 11 to 50 people.
Where is Yoga With Adriene based?
Yoga With Adriene is headquartered in Austin, United States, in the North America region.
How does Yoga With Adriene make money?
Three revenue lines are on record. YouTube Ad Revenue is the primary driver. The others are FWFG Subscription Membership and individual Course Sales.
Who are Yoga With Adriene's main competitors?
Direct peers on record are Glo, Alo Moves, Down Dog, Gaia, Asana Rebel and Obé Fitness. Broad incumbents are Peloton, Apple Fitness+ and Beachbody On Demand. FitOn is listed as an emerging player.
Does Yoga With Adriene have an API?
No public API is recorded for Yoga With Adriene.
What industry is Yoga With Adriene in?
Yoga With Adriene's product category is Online Yoga and Mindfulness Video Content. Its primary akta.pro industry code is HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow), with a secondary code of HSADAJAH, Meditation Apps, Digital Courses & Online Communities. Its NAICS code is 5162 and its SIC code is 7900.