Buti

What Buti does

Buti (operating as Buti Movement) is a Scottsdale, Arizona-based somatic movement practice company founded in 2011 by Bizzie Gold. It commercializes a proprietary methodology that fuses dynamic yoga asana with cardio-intensive dance, primal movement patterns, and deep abdominal toning, marketed as a nervous-system-regulating workout that delivers 600-900 calories burned per session. The company serves two distinct customer segments: (1) individual fitness consumers seeking an alternative to repetitive traditional workouts, and (2) certified fitness instructors who purchase professional credentials to teach the Buti methodology.

The company's core technology is buti.tv, a web and mobile application platform that streams on-demand and live somatic movement classes on a subscription basis with a free trial activation flow. The proprietary methodology itself is codified into four certification programs (BUTI®, Somatic Movement Practitioner, Buti On A Bike, and Deep) that train instructors, and is protected by the registered BUTI® trademark. The platform is paired with a Shopify-based e-commerce storefront selling proprietary merchandise including the B-Aligned Arc Mat, apparel, bags, and sneakers.

Buti operates a hybrid go-to-market model combining direct-to-consumer digital subscriptions, one-time certification sales, and branded e-commerce, with an additional franchise-like layer in which independent certified practitioners deliver in-person classes in 23+ countries. Community-led growth is driven by organic social media presence across Instagram (@butimvmnt), Facebook, and YouTube, supplemented by media features in Glamour, Cosmopolitan, Shape, and The Dr. Oz Show. The company is privately held with no disclosed funding, parent company, or ownership structure, and operates with a 51-100 person team.

Name

Buti

Website

https://butiyoga.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Buti is a Scottsdale-based somatic movement practice company offering a proprietary yoga-cardio-dance fusion methodology through online studio subscriptions, professional instructor certification programs, and branded merchandise, serving individual fitness consumers and certified practitioners across 23+ countries.

Ownership category

akta.pro rank

Product category

Somatic Movement Fitness

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

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

akta.pro primary industry

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL)

akta.pro secondary industries

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Online/Remote Personal Training & Programming (HSADAAAM), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Somatic movement practice
• Fitness certification programs
• Online fitness platform
• Yoga apparel accessories
• Dance fitness workouts

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Studio Subscription: Subscription-based access to digital workout content via web and mobile app platform.
2. Certification Programs: One-time purchase certifications for Buti, Buti On A Bike, Deep, and Somatic Movement Practitioner. Generates revenue from instructor training and credentialing.
3. E-commerce Product Sales: Sale of apparel, accessories, mats, and sneakers through the company's Shopify storefront.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Buti offers a yoga-based movement practice that fuses dynamic asana with cardio-intensive dance and deep abdominal toning. The company sells four instructor certification programs, runs a subscription-based online studio (buti.tv) with web and mobile access delivering on-demand classes in 23+ countries, and sells proprietary merchandise including the B-Aligned Arc Mat, apparel, and accessories through its Shopify storefront.

Product overview

Buti Movement offers a unified somatic movement methodology combining cardio dance, primal movement, and dynamic asana. The core offering includes four certification programs (BUTI® Certification, Somatic Movement Practitioner Certification, BUTI ON A BIKE, and DEEP Certification) that train instructors in the methodology. Digital access is provided through the BUTI Online Studio (buti.tv) web and mobile app, which streams classes in over 23 countries. The company also sells proprietary merchandise including the B-Aligned Arc Mat and apparel/accessories through its Shopify store.

Differentiator

Problem solved

Functional benefit

Brands

• Buti TV: Online studio platform for digital classes and workouts

Products and services

• BUTI® Certification 2026 Flagship instructor certification program that trains fitness professionals in the proprietary Buti methodology, combining cardio dance, primal movement, and dynamic asana, enabling graduates to teach the practice to their own clients.
• Somatic Movement Practitioner Certification 2025-2026 In-depth training program covering anatomy and physiology, energetic anatomy, fascia, and emotional repatterning techniques designed to reset the nervous system, aimed at practitioners expanding into somatic work.
• BUTI ON A BIKE Certification 2025-2026 Cycling-based certification that incorporates the Buti movement methodology into indoor or stationary bike workouts for instructors wanting to add cycle-format classes to their offerings.
• DEEP Certification 2026 Advanced certification program focused on deeper somatic movement practices and techniques, intended for instructors seeking to specialize in more intensive Buti work.
• BUTI Online Studio (buti.tv) Subscription-based web and mobile app platform that streams on-demand and live Buti somatic movement classes, accessible to consumers in over 23 countries with a free trial activation option.
• B-Aligned Arc Mat Proprietary yoga and movement mat designed for Buti workouts, offered in Rose Gold and Black color variants through the company's Shopify storefront.
• Apparel + Accessories Branded product line including tops, bottoms, sneakers, bags, and accessories designed for Buti movement practice, sold direct-to-consumer through the company's Shopify storefront.

Quantifiable outcome

• Burn 600-900 calories per session
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alo Moves: Alo Moves is Alo Yoga's digital streaming platform for yoga, Pilates, and mindfulness classes, bundled with the broader Alo apparel ecosystem. Directly comparable to Buti as a branded yoga content subscription paired with apparel sales.
• Glo: Glo is a subscription-based online yoga, Pilates, and meditation platform offering on-demand classes taught by credentialed instructors. It directly competes with buti.tv for the same yoga-practicing consumer paying for streaming workout content.
• The Class by Taryn Toomey: The Class is a proprietary branded workout method (Taryn Toomey's cardio-strength-emotional release format) sold via digital subscription and live classes. Closely mirrors Buti's model of proprietary methodology + streaming subscription + certified teachers.
• obé Fitness: obé is a direct-to-consumer live and on-demand fitness streaming platform offering proprietary class formats. Competes with Buti's subscription studio model for the same home-workout consumer with bundled content categories.
• Melissa Wood Health: Melissa Wood Health is a subscription Pilates/movement platform built around a single instructor's proprietary method, with branded apparel and accessories. Comparable to Buti as a founder-led movement method monetized through streaming + merchandise.
• Tracy Anderson Method: Tracy Anderson sells a proprietary fitness method via online streaming subscription, branded studios, and at-home equipment. Same founder-branded methodology + subscription + merchandise model as Buti.

Emerging players

• P.volve: P.volve is a proprietary low-impact fitness method with streaming subscription and equipment line. Overlaps with Buti in patented-method subscription + branded equipment, though it targets a different consumer segment.

Broad incumbents

• CorePower Yoga: CorePower Yoga operates a national chain of yoga studios plus teacher training and digital content. Comparable to Buti for in-person yoga instruction and instructor certification, but at much larger physical scale.
• Peloton: Peloton operates a broad at-home fitness ecosystem (cycling, strength, yoga, meditation) with streaming subscription and hardware. A wide-portfolio incumbent against which Buti's niche subscription competes for share of consumer fitness wallet.
• YogaWorks: YogaWorks runs yoga studios and instructor training programs across multiple U.S. markets. Overlaps with Buti on the certification/instructor-training revenue stream and class offerings, though with broader traditional yoga positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BUTIMVMNT
• Facebookfacebook.com/butiyoga
• Instagraminstagram.com/butimvmnt

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 Buti