Ishta Yoga

What Ishta Yoga does

ISHTA Yoga is a privately-held yoga studio and education company headquartered at 816 Broadway in Manhattan, near Union Square. Founded in 2008 by Alan Finger and co-owned with Mona Anand and Sarah Platt-Finger, the company operates a multi-platform model combining in-studio classes, live-streamed and on-demand digital content, Yoga Alliance-certified 200-hour and 300-hour teacher training programs, specialty courses, workshops, destination retreats, and a complementary spa service. Its core methodology — the Integrated Science of Hatha, Tantra and Ayurveda (ISHTA) — is delivered by master trainers with 20+ years of experience and underpins the brand's lineage-based positioning.

The business model is diversified across recurring studio memberships (Gold, Silver, Bronze, and Acharya tiers), high-margin teacher training programs, per-session workshop and specialty course fees, all-inclusive retreat packages (approximately $1,175-$1,895), gift cards, and space rentals. Digital infrastructure supports 13 recorded classes per week with 72-hour member-only on-demand access via the ISHTA Online platform, and the company has introduced a hybrid teacher training format combining online lectures with in-studio practical sessions. Distribution is direct-to-consumer from the NYC flagship, with parallel teacher training delivery in Sweden, Finland, and Germany, plus destination retreats spanning Costa Rica, India, Florida, the Hamptons, and Sweden.

ISHTA operates without disclosed outside investors or institutional funding; ownership is concentrated among the founders. No external funding rounds, partnerships, patents, or AI/ML capabilities are disclosed in available data, and revenue figures are not publicly reported. The company has evolved from its predecessor identity as Be Yoga/YogaWorks NYC into a methodology-driven education and wellness brand spanning physical, digital, and international channels.

Name

Ishta Yoga

Legal name

ISHTA Yoga

Website

https://ishtayoga.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

ISHTA Yoga is a privately-held Manhattan yoga studio and education company offering in-studio classes, on-demand digital content, and Yoga Alliance-certified 200- and 300-hour teacher training delivered domestically and in Europe, serving practitioners and aspiring teachers worldwide.

Ownership category

akta.pro rank

Product category

Yoga Studio and Teacher Training

NAICS

Professional and Management Development Training (61143)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), Yoga Nidra & Deep Relaxation Practices (HSADAJAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)

Keywords

• Yoga teacher training
• Yoga studio classes
• Online yoga platform
• Yoga certification programs
• Yoga workshops retreats

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Classes and Memberships: Revenue from in-studio yoga classes and membership subscriptions including Gold, Silver, Bronze, and Acharya tiers with varying pricing for members.
2. Teacher Training Programs: Yoga Alliance certified 200 hour and 300 hour teacher training programs generating significant revenue. Programs offered in NYC and internationally (Sweden, Finland, Berlin) with early bird discounts available.
3. Workshops and Specialty Courses: Individual workshops (restorative, yoga nidra, meditation, etc.) and specialty courses (chakra training, marma, yin yoga) with per-session pricing.
4. On-Demand/Recorded Content: Online access to recorded classes available to members within 72 hours of recording.
5. Retreats: Yoga retreats offered in various locations (Costa Rica, Sweden, Hamptons, Florida) with all-inclusive pricing options.
6. Gift Cards and Space Rentals: Gift cards for studio services and space rentals for events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

ISHTA Yoga operates a New York City yoga studio and education school delivering in-studio classes, live-streamed and on-demand online classes, Yoga Alliance certified 200-hour and 300-hour teacher training programs, specialty courses, workshops, and destination retreats. The school is rooted in the proprietary ISHTA methodology, which integrates Hatha, Tantra, and Ayurveda, and serves individual yoga practitioners as well as aspiring and certified yoga teachers.

Product overview

ISHTA Yoga is a yoga studio and education company offering a multi-platform approach to yoga practice and teacher training. The core offerings include the flagship ISHTA Yoga Studio (in-studio classes at 816 Broadway, NYC with live-stream and recording options), ISHTA Online (on-demand video platform with short mindful yoga practices, meditation, breath work, and yoga nidra), and ISHTA U (Yoga Alliance certified teacher training programs). Supporting offerings include specialty workshops (restorative, yoga nidra, marma, thai massage, sound healing), specialty courses (chakra training, meditation training, yin yoga, tantra), and destination retreats. Members receive 72-hour access to recorded on-demand content.

Differentiator

Problem solved

Functional benefit

Brands

• ISHTA U: ISHTA's teacher training and continuing education division offering 200 Hour and 300 Hour Yoga Alliance certified teacher training programs, specialty courses, workshops, and immersions
• ISHTA Online
• ISHTA Wellness

Products and services

• ISHTA Yoga Studio (In-Studio Classes) In-person yoga classes at ISHTA's flagship NYC studio, with offerings across asana, meditation, yin, restorative, and yoga nidra for absolute beginners through advanced practitioners.
• ISHTA Online ISHTA's online platform for live-streamed and on-demand recorded yoga classes, meditation, breathwork, and yoga nidra content accessible to members globally.
• ISHTA U Teacher Training Yoga Alliance certified 200-hour and 300-hour teacher training programs, immersions, and continuing education courses for aspiring and experienced yoga teachers, available in NYC and at international offsites.
• Workshops Short, topic-focused yoga workshops covering restorative, yoga nidra, yoga sutras, marma, thai massage, yin yoga, sound meditation, and pranayama for students and teachers.
• Retreats Multi-day destination yoga retreats held in Costa Rica, Sweden (Varberg), Florida (Boca Raton), the Hamptons, and India, limited to small groups.
• Specialty Courses Specialized multi-hour training courses in meditation, yoga nidra and chakras, yin yoga, marma, tantra of the yoga sutras, and restorative practice for practitioners seeking depth in a specific branch.
• Private Yoga Program One-on-one yoga instruction tailored to the individual's needs, schedule, and goals at the ISHTA studio.
• ISHTA Wellness Spa Spa and complementary wellness services offered alongside yoga at the ISHTA studio location.

Quantifiable outcome

• Yoga Alliance certified 200hr and 300hr training completions
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• YogaWorks: YogaWorks is a broad incumbent yoga studio chain offering in-person classes, online content, and teacher training programs. It is comparable as a multi-location yoga school with teacher training and digital offerings, though it operates at much greater scale than ISHTA.
• CorePower Yoga: CorePower Yoga is a national chain offering yoga classes and 200-hour teacher training with on-demand digital content. Comparable to ISHTA on teacher training and digital delivery, but at far greater scale with broader, less lineage-focused positioning.

Direct peers

• Pure Yoga: Pure Yoga is a premium NYC and global yoga studio chain with a strong membership model, master teachers, and teacher training programs. It directly competes with ISHTA for premium yoga students in NYC and shares a similar high-end, lineage-informed positioning.
• Sky Ting Yoga: Sky Ting is a NYC-based yoga studio with online classes, teacher training, and workshops targeting a similar urban wellness audience. Comparable to ISHTA in studio + digital hybrid model and teacher training offering.
• Jivamukti Yoga: Jivamukti is a NYC-founded yoga method with affiliated studios worldwide, teacher training certifications, and a distinct philosophical lineage. Directly comparable to ISHTA's lineage-based, teacher-training-anchored model.
• Laughing Lotus Yoga Center: Laughing Lotus is a NYC yoga studio offering in-studio classes, teacher training, and workshops with a distinctive style and strong brand. Comparable to ISHTA as a boutique NYC studio with teacher training and community focus.

Emerging players

• Glo (Yoga, Meditation, Pilates): Glo is a subscription-based online platform offering yoga, meditation, and pilates classes from renowned teachers. Comparable to ISHTA Online as a digital content channel, though Glo is digital-native with much larger content library and subscriber base.
• Alo Moves: Alo Moves is an online yoga and wellness platform operated by Alo Yoga, offering on-demand classes, workshops, and teacher-led programs. Comparable to ISHTA Online on digital content distribution, but with much greater marketing scale and brand awareness.
• Wanderlust (events and platform): Wanderlust operates yoga festivals, retreats, and a digital platform with teacher training. Comparable to ISHTA's retreats and specialty workshop offerings, sharing a similar premium wellness event positioning.

Others

• Yoga Alliance (Registered Schools): Yoga Alliance is the governing body that certifies ISHTA's 200hr and 300hr teacher training programs. Not a direct competitor but a relevant industry context and ecosystem partner for ISHTA U's credentialed offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ishtayoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Ishta Yoga