Haumea
Haumea is a Sun Prairie, Wisconsin wellness studio offering yoga, fitness, massage, chiropractic, and physical therapy services, with specialty prenatal and postnatal classes, online streaming, and teacher training programs serving local Sun Prairie and Madison area consumers.
- Company typePrivate
- Founded2019
- HeadquartersSun Prairie, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Haumea does
Haumea, LLC is a privately held, founder-owned wellness studio headquartered at 100 E. Main St in Sun Prairie, Wisconsin, serving the Sun Prairie and Madison markets. Founded in 2019 by Megan Stansil Reilly (with Kristin Nemecek listed as co-founder), the company originally focused on prenatal and postpartum yoga and has since broadened into a multi-disciplinary wellness platform.
The studio operates an integrated offering spanning in-person yoga (Flow, Slow Flow, Aroma Yin, Prenatal, Postnatal, Baby and Me, Hot Flow, Prana Vinyasa), fitness (Barre, Strong, Bootcamp), massage therapy, chiropractic care, and physical therapy, delivered from a single physical studio with infrared-heated rooms. The technical stack is deliberately lightweight: class scheduling, memberships, and bookings run on the WellnessLiving platform, payments process through Stripe, and content distribution extends to live-streamed classes, an on-demand video library, and a YouTube channel focused on prenatal yoga tutorials. There is no proprietary technology, mobile app, or API; the differentiator is human instruction and curriculum, not software.
Haumea monetizes through a mix of recurring memberships, 10-pack class passes, drop-in single class purchases, workshops and events, paid teacher training certifications (e.g., $480 Yin Yoga Teacher Training), digital downloads, and merchandise. A 2-week unlimited trial at $30 serves as the primary acquisition offer. Distribution is overwhelmingly direct-to-consumer in the local Sun Prairie/Madison area, with a minor venue partnership at Madison Women's Health extending reach. The studio is bootstrapped with no external investors, no parent company, and concentrated founder ownership.
Haumea firmographics
Firmographics- Name
- Haumea
- Legal name
- Haumea, LLC
- Website
- https://haumeayoga.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Haumea is a Sun Prairie, Wisconsin wellness studio offering yoga, fitness, massage, chiropractic, and physical therapy services, with specialty prenatal and postnatal classes, online streaming, and teacher training programs serving local Sun Prairie and Madison area consumers.
- Ownership category
- akta.pro rank
Haumea industry classification
Industry- Product category
- Yoga and Wellness Studio Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
- akta.pro secondary industries
- Power Yoga & Athletic Yoga Conditioning (HSADACAG), Kids & Family Yoga (HSADACAK), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work) (THAJAHAF)
Keywords
Where Haumea is headquartered
LocationHeadquarters
- HQ city
- Sun Prairie
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Haumea business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Class Memberships and Passes: The studio offers memberships, 10-pack class passes, and one-time class purchases. Payments are processed through Stripe. They offer a free trial class for first-time clients and a 14-day trial pass option.
- Workshops and Events: Special workshops, events, and teacher trainings offered as separate paid offerings. Cancellation policy allows credit refunds up to two days before workshops.
- On-Demand Video Access: On-demand video library access included with membership. Users can cancel anytime and retain access for the remainder of the payment period.
- Merchandise and Physical Products: Sale of physical products such as merchandise with returns and exchanges accepted within 30 days.
- Digital Products: Digital products including PDFs, programs, recordings, and other downloadable content. No refunds once delivered.
- Teacher Training Certifications: Teacher trainings and certifications offered as premium paid programs. 50% refund available until 15 days before in-person training days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | 2 Weeks Unlimited In-Person Classes |
| Freemium | Pay-as-you-go | First-Time Client Trial |
| Unit Pricing | Pay-as-you-go | 10-Pack Class Passes |
| One time/ perpetual license | Pay-as-you-go | Yin Yoga Teacher Training |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Haumea product offering
Product offeringCore offering
Haumea is a wellness studio in Sun Prairie, Wisconsin that sells in-person and online yoga classes, group fitness classes, massage therapy, chiropractic care, and physical therapy to local consumers. Its flagship yoga offering spans Flow, Slow Flow, Aroma Yin, Prenatal, Postnatal, Baby and Me, Hot Flow, and Haumea Flow formats, complemented by Barre, Strong, and Bootcamp fitness classes. Memberships, class packs, teacher trainings, workshops, merchandise, digital products, and on-demand video access round out the service catalog.
Product overview
Haumea is a wellness studio offering a unified platform of yoga, fitness, massage, and chiropractic services. The core offering centers on in-person and online yoga classes (including Flow, Slow Flow, Aroma Yin, Prenatal, Postnatal, Baby and Me, and specialty formats) and fitness classes (Barre, Strong, Bootcamp). Complementary services include massage therapy, chiropractic care, and physical therapy. The studio extends its platform with online/streaming classes and an on-demand video library for members, plus teacher training certifications, workshops, events, and digital/physical merchandise products. Class bookings and memberships are managed through the WellnessLiving platform, with payment processing via Stripe.
Differentiator
Problem solved
Functional benefit
Products and services
- Yoga Classes
- Fitness Classes
Companies that use Haumea
Customer profileSegments3 records
Ideal customer profiles3 records
Haumea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Haumea partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Madison Women's HealthminorMadison Women's Health hosts some Haumea classes at their location, providing a partnership for serving expecting mothers in the Madison area. Doors may be locked after class begins at this location.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Haumea competitors and assessment
Company assessmentDirect peers
- StretchLab: Assisted-stretching franchise operating in small retail studios with memberships and one-on-one sessions. Comparable boutique wellness-studio model targeting general consumers seeking flexibility/recovery services.
- Massage Heights: Membership-based massage and wellness franchise with multi-service offerings (massage, skincare, stretch). Comparable integration of massage with broader wellness under a membership model.
- Club Pilates: Fast-growing pilates franchise with group reformer classes in studio settings. Comparable membership-based mind-body fitness studio model and similar customer demographic overlap.
- Pure Barre: National barre-based fitness franchise offering low-impact, high-intensity group classes in a studio setting. Comparable to Haumea's Barre, Strong, and Bootcamp fitness formats and membership-driven model.
- The NOW Massage: Boutique massage studio chain offering memberships and walk-in massage services. Comparable as a specialized wellness service operating in a small-format retail studio with subscription pricing.
Broad incumbents
- Equinox: Luxury fitness club brand with group classes, spa, and recovery services. Comparable integrated wellness positioning and high-touch member experience, though at a far broader scale.
- CorePower Yoga: Largest U.S. yoga studio chain with heated vinyasa classes, teacher training programs, and an on-demand app. Directly comparable as a yoga-led wellness brand with multi-revenue streams (memberships, training, digital), but at much greater scale.
- Life Time Fitness: Large premium fitness club chain offering group classes, yoga, spa/massage, and recovery services under membership. Comparable multi-vertical wellness offering but at significantly larger scale and price point.
- YogaWorks: Multi-location yoga studio operator offering group classes, teacher trainings, and workshops with an online component. Closely comparable offering mix to Haumea's yoga + training + digital stack.
Others
- Peloton (Connected Fitness): At-home connected fitness platform with yoga, strength, and on-demand classes. Indirect competitor for the online/on-demand portion of Haumea's offering and represents the digital alternative to studio attendance.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Haumea social profiles
Digital presenceHaumea compliance and trust
Trust signalCompliance1 record
Haumea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haumea leadership team
Management profileNumber of profiles
Profiles2 records
Haumea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haumea 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 Haumea
What does Haumea do?
Haumea is a wellness studio in Sun Prairie, Wisconsin that sells in-person and online yoga classes, group fitness classes, massage therapy, chiropractic care, and physical therapy to local consumers. Its flagship yoga offering spans Flow, Slow Flow, Aroma Yin, Prenatal, Postnatal, Baby and Me, Hot Flow, and Haumea Flow formats, complemented by Barre, Strong, and Bootcamp fitness classes. Memberships, class packs, teacher trainings, workshops, merchandise, digital products, and on-demand video access round out the service catalog.
Is Haumea a public or private company?
Haumea is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Haumea founded?
Haumea was founded in 2019. It employs 11 to 50 people.
Where is Haumea based?
Haumea is headquartered in Sun Prairie, United States, in the North America region.
How does Haumea make money?
Six revenue lines are on record. Class Memberships and Passes are the primary driver. The others are workshops and Events, on-Demand Video Access, merchandise and Physical Products, digital Products and teacher Training Certifications.
Who are Haumea's main competitors?
Direct peers on record are StretchLab, Massage Heights, Club Pilates, Pure Barre and The NOW Massage. Broad incumbents are Equinox, CorePower Yoga, Life Time Fitness and YogaWorks. Peloton (Connected Fitness) is listed as an others.
Does Haumea have an API?
No public API is recorded for Haumea.
What industry is Haumea in?
Haumea's product category is Yoga and Wellness Studio Services. Its primary akta.pro industry code is HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow), with a secondary code of HSADACAG, Power Yoga & Athletic Yoga Conditioning. Its NAICS code is 713940 and its SIC code is 7997.