Asana Soul Practice

What Asana Soul Practice does

Asana Soul Practice is a family-owned yoga and fitness studio founded in 2017 by Celeste and Marc Cusumano, headquartered in Hoboken, New Jersey, with a second location in Jersey City. The company operates two physical studios offering in-person yoga, sculpt, Pilates, and meditation classes across four pillars (Flow, Stretch, Strengthen, Restore), differentiated by an immersive multi-sensory environment that uses Philips Hue colored lighting, high-fidelity surround sound, custom DJ-curated playlists by resident DJ Marc Cusumano, and an intentionally mirrorless, judgment-free design. Class types range from foundational flow to soul power vinyasa, yin yoga, mat Pilates, and sound bath meditation.

The underlying technology stack is intentionally lean: there is no proprietary platform, and the digital product layer consists of Zoom-based livestream classes, an on-demand video library of 80+ pre-recorded classes (15-60 minutes each), Spotify-integrated custom playlists, and the Momence third-party booking system. The on-demand product is offered as a $9.99/month subscription with a 7-day free trial or à la carte at $7-$13 per class. Beyond core classes, the company sells private sessions ($135 single, $1,250/10-pack), teacher certification through a Yoga Alliance RYS-200 200-hour program ($3,000-$3,300) plus Yin Yoga and Hands-on Assist continuing education, an apprentice program led by the founder, and international wellness retreats to Portugal and Tuscany priced from $2,400 to 2,890 euro.

The business model combines recurring subscription revenue (studio memberships at $95-$139/month or $1,350/year, plus on-demand) with transactional revenue from drop-ins, class packs, private sessions, teacher trainings, retreats, workshops, and corporate/B2B bookings. The customer base is dominated by individual consumers in Hudson County, NJ, with a small B2B corporate wellness channel serving local offices. Marketing is community-driven, relying on Instagram, TikTok, YouTube, Facebook, email newsletters, local press coverage, and a referral program, supported by a #1 Yelp ranking in Hoboken. No external funding, acquisitions, or institutional backing are disclosed.

Name

Asana Soul Practice

Legal name

Asana Soul Practice LLC

Website

https://asanasoulpractice.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Asana Soul Practice is a family-owned yoga, sculpt, and Pilates studio founded in 2017 in Hoboken, NJ, with a second Jersey City location. It serves Hudson County consumers with in-studio, livestream, and on-demand classes, plus teacher training and international wellness retreats.

Ownership category

akta.pro rank

Product category

Yoga and Fitness Studio Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Mindfulness & Mental Wellbeing Experiences (Stress Management, Sleep Retreats, Coaching) (THAJAHAH), Mindfulness, Meditation & Stress Management Education (EDAAAHAD), Kids & Family Yoga (HSADACAK)

Keywords

• Yoga studio services
• Fitness classes
• Yoga teacher training
• Wellness retreats
• Meditation programs

Headquarters

HQ city

Hoboken

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Studio Class Memberships: Monthly recurring subscriptions offering unlimited or limited class access at both Hoboken and Jersey City locations plus livestream. Tiers include 4x Monthly ($95/mo), Unlimited+ ($139/mo), and Annual ($1350 upfront). Members receive mat rental, guest passes, and workshop discounts.
2. Drop-in Classes and Class Packs: Single classes at $32 in-studio, with 10-class packs ($250, 6-month expiration) and livestream options (5-pack $80, 10-pack $140, single $20). New client offer of 3 classes for $30.
3. On-Demand Video Classes: Pre-recorded classes at $7-$13 per individual class, or $9.99/month for unlimited on-demand access. Includes vinyasa, yin, meditation, prenatal, and face yoga content with custom music playlists.
4. Teacher Training Programs: 200-hour yoga teacher training at $3,000-$3,300. Includes 20-hour Yin Yoga training ($600), Hands-on Assist training ($225-$400), and 6-week apprenticeship program ($850-$950). Also offers BIPOC scholarships.
5. Yoga Retreats: International retreat experiences including Portugal (Sept 2026, $2,400-$3,000) and Tuscany (August 2027, 2,890 euro adults, 2,600 euro children). All-inclusive pricing covering accommodation, meals, yoga, activities, and transfers.
6. Private Classes: One-on-one private yoga sessions at $135/session, with 5-pack ($650) and 10-pack ($1,250) options. Available in-studio or in-home. Taught by senior instructors including founder Celeste Cusumano.
7. Workshops and Events: Monthly sound bath experiences ($32 drop-in, free for unlimited members), dance meditation workshops ($25-$35), and other special community events.
8. Studio Rental: Private event rental of Jersey City studio space (1,100 sq ft) for birthday parties, corporate events, dance classes. Includes optional party extras via partner Under the Tree NJ.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels8 records

Core offering

Asana Soul Practice is a family-owned yoga studio operating two physical locations in Hoboken and Jersey City, NJ, offering yoga, sculpt, Pilates, and meditation classes. The business sells class memberships, drop-in classes, private sessions, livestream and on-demand video classes, plus education programs (200-hour teacher training, Yin training, Hands-on Assist, Apprenticeship), destination yoga retreats to Portugal and Tuscany, studio rentals, and corporate wellness packages.

Product overview

Asana Soul Practice is a family-owned yoga and fitness studio offering a unified in-studio and digital platform. The core offering centers on in-studio yoga classes (Flow, Stretch, Strengthen, Restore categories) at Hoboken and Jersey City locations, complemented by digital products including Livestream Classes and On Demand video library. Additional revenue streams include Private Classes, Workshops and Events, Studio Rental, and Gift Cards. The company also operates education programs including 200hr Yoga Teacher Training, 20hr Yin Yoga Training, Hands on Assist Training, and an Apprentice Program. Seasonal offerings include destination yoga retreats to Portugal and Tuscany, Italy. Membership options span in-studio unlimited, online-only, and on-demand access, with class packs and single classes available.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Yoga Classes Group yoga, sculpt, Pilates, and meditation classes at Hoboken and Jersey City studios, organized into Flow, Stretch, Strengthen, and Restore categories. Designed for local residents of all levels from beginner to advanced.
• Livestream Classes Live online yoga classes broadcast in real time via Zoom, mirroring in-studio offerings for remote participants.
• On Demand Classes Library of 80+ pre-recorded yoga, sculpt, Pilates, and meditation video classes ranging from 15 to 60 minutes, available via subscription or individual purchase.
• Private Classes One-on-one personalized yoga sessions with senior instructors, available in-studio or in-home, sold as single sessions or packs of 5 or 10.
• Workshops and Events Special community events including Sound Bath Experience, Dance Meditation workshops, and monthly Happiest Hour gatherings.
• 200-Hour Yoga Teacher Training Yoga Alliance certified 200-hour teacher training covering asana, anatomy, philosophy, and teaching methodology with mentorship, buddy system, and 4 months of unlimited membership included.
• 20-Hour Yin Yoga Training Yoga Alliance continuing education program on Yin Yoga history, principles, Traditional Chinese Medicine, anatomy, and teaching methodology, taught by master teacher Kelly Kamm.
• Hands-On Assist Training Continuing education for yoga teachers on ethical hands-on assisting techniques, taught by Sheri Celentano at the Jersey City studio, counting toward Yoga Alliance CE hours.
• Apprentice Program 6-week one-on-one mentorship program led by founder Celeste Cusumano to help new yoga teachers find their voice, improve sequencing, and prepare for teaching careers.
• Portugal Yoga Retreat All-inclusive 6-day retreat in Olhao, Algarve at Casa Amor boutique hotel featuring daily brunch, group dinners, guided tours, boat tour, and twice-daily yoga classes.
• Tuscan Yoga Retreat All-inclusive 7-day retreat at Villa La Dogana in Tuscany, Italy featuring accommodation, meals, winery tour, guided city tours, twice-daily yoga, and included childcare programming.
• Studio Rental Private event rental of the 1,100 sq ft Jersey City studio space for birthday parties, corporate events, dance classes, and group gatherings, featuring surround sound and Philips Hue lighting.
• Gift Cards Gift cards redeemable for classes, workshops, and trainings at both Hoboken and Jersey City studio locations.
• Corporate and Group Bookings Corporate yoga programs and group bookings brought to offices or hosted at the studio for up to 15 mats, plus corporate gift card offerings.

Quantifiable outcome

• #1 rated yoga studio in Hoboken on Yelp
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Under the Tree NJminorChannel Partner/ Reseller/ DistributorEvent rental partner for studio parties and private events. Provides tables, chairs, tablecloths, napkins, plates, and cutlery for events at the Jersey City studio location.
• Villa La DoganacoreStrategic or Co-development PartnerHistoric Italian villa hosting the annual Tuscan Yoga Retreat. 5th year hosting retreats at this location. Accommodations include 2-bedroom apartments with kitchenettes. Coordinates with Celeste Cusumano for yoga programming.
• Casa AmorcoreStrategic or Co-development PartnerBoutique hotel in Olhão, Algarve, Portugal hosting the Portugal Yoga Retreat. 10-room restored 19th-century property with rooftop yoga space, coffee shop, and art gallery. Located 15 minutes from Faro Airport.
• Bambino ToursminorChannel Partner/ Reseller/ DistributorLocal childcare provider for Tuscan Yoga Retreat. Organizes treasure hunts, craft activities, and cooking classes for children ages 7+ during adult yoga sessions.
• Sheri CelentanocoreStrategic or Co-development PartnerMaster teacher and Head of Education & Teacher Development at Yo-Bk (NYC and Miami). Leads Hands-on Assist Training at Asana Soul Practice Jersey City studio. Began teaching movement in 1989, yoga teaching since 2005.
• Kelly KammcoreStrategic or Co-development PartnerGuest teacher for 20-hour Yin Yoga Training. Studio owner (2006-2016) now teaching workshops, festivals, and teacher trainings globally. Known for storytelling and making yoga philosophy relatable.
• Amanda Gloria ValdescoreStrategic or Co-development PartnerFaculty at NYU Global Spiritual Life Department. Founder of AV Studios LLC - Gratitude Village. Has mentored and graduated 700+ yoga teachers. Brings expertise in social equity in yoga and trauma-informed methodologies.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Pure Yoga: Premium urban yoga chain with multiple class formats, teacher training, and international retreats. Comparable across in-studio classes, teacher training, and destination retreat verticals, with similar premium positioning in dense metro markets.
• CorePower Yoga: Largest US yoga chain with hundreds of studios offering heated yoga, sculpt, and teacher training. Directly comparable product mix (vinyasa, sculpt, Pilates-style strength) and membership model, but operates at national scale vs. ASP's two-location regional footprint.
• Peloton: Connected fitness platform offering yoga, strength, and meditation classes on connected hardware and app. Indirect competitor to ASP's digital extensions and a substitute for in-studio attendance among urban professionals.
• YogaWorks: Established multi-location yoga studio brand offering vinyasa, yin, restorative, and Pilates with teacher training. Comparable in class breadth, multi-format offerings, and teacher training vertical, though broader in scale and footprint.

Direct peers

• Modo Yoga USA: Yoga studio chain offering hot yoga, yin, and teacher training in community-focused environments. Closely comparable to ASP in its community-oriented positioning, class variety (flow/yin/sculpt), and Yoga Alliance-registered teacher training programs.
• Sky Ting Yoga: Boutique NYC-based yoga studio with multiple locations offering vinyasa, yin, and teacher training. Highly comparable to ASP in urban-market positioning, class variety, and community-focused branding.
• Y7 Studio: Boutique yoga brand offering hip-hop-influenced heated flow classes in mirrorless, candlelit studios — directly comparable to ASP's DJ-integrated, mirror-free, lighting-driven immersive environment. Targets a similar millennial urban professional demographic.
• Glo (Yoga, Pilates, Meditation): Subscription-based digital platform offering thousands of yoga, Pilates, and meditation classes on-demand. Direct competitor to ASP's on-demand offering, with similar class taxonomy (vinyasa, yin, sculpt, meditation) and recurring subscription model.

Emerging players

• Alo Moves: Premium digital wellness platform from Alo Yoga offering yoga, sculpt, Pilates, and meditation classes via subscription. Comparable to ASP On Demand in content format and pricing, but backed by a global athleisure brand with significantly larger marketing reach.

Others

• Yoga Alliance: National registry and credentialing body for yoga teachers and schools. Directly relevant as ASP holds RYS-200 and YACEP certifications through this body, and its teacher training programs depend on this credentialing infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@asanasoulpracticeyoga
• Facebookfacebook.com/AsanaSoulPractice
• Instagraminstagram.com/asanasoulpractice
• TikToktiktok.com/@asanasoulpracticeyoga
• LinkedInlinkedin.com/company/asana-soul-practice

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Asana Soul Practice