Dragonfly Yoga Studio

What Dragonfly Yoga Studio does

Dragonfly Yoga Studio is a locally-owned yoga studio operator founded in 2013 by Anne Kemp in downtown Fredericksburg, Virginia. The company operates two distinct physical studios approximately four blocks apart: the Main Studio at 810 Caroline Street for non-heated classes and the Hot Studio at 501 William Street (relocated in 2023) for heated yoga at 99-104 degrees. The studio offers 40+ classes per week spanning vinyasa flow, hot yoga, restorative, yin, stability, Ashtanga, and specialty formats including prenatal, family, chair, and Yoga for Warriors (a free weekly community class in partnership with Team Red White and Blue since inception). The customer base is individual consumers in the Fredericksburg area, served through a direct-to-consumer model that combines in-studio classes, live virtual classes via Zoom, and on-demand video content through the member-exclusive MyDragonfly portal containing 150+ hours of recorded classes.

The business is built on a community-centric value proposition emphasizing authentic relationships, personalized instruction, and instructor quality, with marketing driven by website/integrated Mindbody booking, email newsletter, community events, and in-studio testimonials. Revenue is generated through a tiered pricing structure: drop-in classes ($10 virtual, $20 in-studio), class packs ($90 virtual/$180 all-access with expirations), and recurring subscription memberships ranging from $79-$89/month for unlimited access, with 3-month ($255) and annual ($900) prepay options, plus a couples tier. A $49 new-student 30-day unlimited introductory offer functions as the primary customer acquisition mechanism. The tech stack is deliberately lean — Mindbody for booking, Squarespace for web, Zoom for live virtual, and a proprietary MyDragonfly content portal — with no disclosed AI/ML capabilities, no patents, no external funding, and no parent company. The firm is founder-owned and bootstrapped.

Name

Dragonfly Yoga Studio

Legal name

Dragonfly Yoga Studio

Website

https://dragonflyyogafred.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Dragonfly Yoga Studio operates two downtown Fredericksburg, Virginia yoga studios — one for non-heated classes and one for hot yoga — serving local consumers with 40+ weekly classes, live virtual sessions, and a 150+ hour on-demand video library, sold via drop-ins, class packs, and recurring memberships.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Hot Yoga & Heated Pilates (HSADACAC), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Yoga studio services
• Yoga instruction
• Hot yoga classes
• Yoga memberships
• Virtual yoga classes

Headquarters

HQ city

Fredericksburg

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Drop-In Sales: Single class purchases at $10 for virtual and $20 for in-studio 60/75 minute classes.
2. Class Pack Sales: 10-class packs with expiration dates - $90 for virtual classes (3-month expiry) and $180 for all-access studio classes (6-month expiry).
3. Subscription Memberships: Monthly auto-renewing memberships ranging from $79-89/month for unlimited classes, with 3-month ($255) and annual ($900) prepay options. Shared/couples memberships also available at $150/month or $1,680 annually.
4. New Student Special: Introductory 30-day unlimited yoga offer for $49, designed for customer acquisition.
5. Unlimited Class Passes: 30-day unlimited classes (in-studio, outdoor, or virtual) for $119.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dragonfly Yoga Studio operates two downtown Fredericksburg studios offering in-studio yoga classes across multiple disciplines (vinyasa, hot yoga, restorative, yin, stability, and specialty classes) for all experience levels. The studio also provides live virtual classes via Zoom and on-demand video content through the password-protected MyDragonfly member portal. All memberships are valid at both physical studio locations, and the studio emphasizes a community-oriented, personalized approach to yoga instruction.

Product overview

Dragonfly Yoga Studio operates as a dual-studio yoga service provider in downtown Fredericksburg, Virginia, with two distinct facilities: the Main Studio at 810 Caroline Street for non-heated classes and the Hot Studio at 501 William Street for heated yoga. The core offering consists of in-studio yoga classes across multiple disciplines including vinyasa, hot yoga, restorative, yin, stability, and specialty classes (prenatal, family, chair, military/veteran). The MyDragonfly All-Access membership serves as the primary subscription product, providing unlimited access to both studios plus exclusive on-demand video content. Additional offerings include virtual/livestream classes, private sessions, and gift cards. The studio partners with MindBody Online for class scheduling and booking management.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Yoga Classes 60-75 minute in-studio yoga classes for individual practitioners at two downtown Fredericksburg locations: non-heated classes at the Main Studio (810 Caroline Street) and hot yoga classes at the Hot Studio (501 William Street). Includes vinyasa flow, stability, restorative, yin, and specialty classes for all skill levels, with savasana at the end of every class.
• MyDragonfly All-Access Membership
• Virtual/Livestream Yoga Classes Live virtual yoga classes delivered via Zoom for individual students who prefer to practice at home. Drop-in rate of $10 per class, 10-class virtual pack for $90, and included in unlimited membership plans.
• Private Sessions One-on-one personalized yoga instruction tailored to individual goals, offered as private lessons for individuals or families.
• New Student Special Introductory offer providing 30 days of unlimited yoga classes across both downtown studios plus a free personal consultation for $49, enabling new students to explore the studios and find suitable classes.
• Hot Yoga Yoga classes practiced in a heated environment (99-104 degrees) at the Hot Studio (501 William Street), including hot basics, multi-level, stability, Yang & Yin, and 90-minute multi-level flow formats. All hot classes end with aroma-scented chilled towels.
• Specialty Classes Specialized yoga offerings including prenatal yoga, family yoga, chair yoga, Kripalu moderate yoga, graceful strength, and Yoga for Warriors (free community class for military service members, veterans, and families in partnership with Team Red White and Blue).
• Restorative & Yin Yoga Slow-paced, passive yoga styles focused on relaxation and flexibility. Yin yoga involves holding poses for extended periods targeting connective tissue; restorative yoga uses props to support deep relaxation of the nervous system.
• Gift Cards Gift cards available for purchase, allowing recipients to attend classes at either downtown studio.

Quantifiable outcome

• 40% savings for new students on first month of unlimited yoga ($49 vs $119 regular rate)
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Team Red White and Blue (Team RWB)coreStrategic or Co-development Partner · 1 January 2013Partnership with local Fredericksburg chapter of Team Red White and Blue, a national non-profit that aims to increase the wellness of veterans through physical and social activities. Dragonfly hosts the free weekly Yoga for Warriors community class since the studio opened in 2013. Team RWB believes civilians can help veterans better integrate into their local communities, making this a core community wellness partnership.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• CorePower Yoga: Large national chain offering heated and non-heated yoga classes with a similar membership-based model. Directly comparable to Dragonfly's hot yoga offering but operates at vastly greater scale across major U.S. markets.
• LifeTime Fitness:

Direct peers

• Y7 Studio: Specialty hot yoga and vinyasa chain with hip, community-driven branding similar to Dragonfly's positioning. Competes directly in the heated-yoga subscription category.
• Modo Yoga: International hot yoga franchise with community focus and sustainability messaging mirroring Dragonfly's values-driven positioning. Comparable subscription and drop-in class structure.
• YogaWorks: Multi-format yoga studio chain offering vinyasa, restorative, and hot yoga with a similar diverse class portfolio. Directly comparable product mix and tiered membership approach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/dragonflyyogaf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dragonfly Yoga Studio