Yogaia
Yogaia is a Finnish digital wellness platform offering live interactive and on-demand yoga, meditation, Pilates, and workout classes to individual consumers globally via web, iOS, Android, and Apple TV.
- Company typePrivate
- Founded2013
- HeadquartersEspoo, Finland
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Yogaia does
Yogaia Oy is a Finnish digital wellness company, founded in 2013 and headquartered in Espoo, that operates a streaming platform delivering live interactive and on-demand yoga, meditation, Pilates, stretching, and workout classes to individual consumers worldwide. The service runs on a cloud-based video platform supporting real-time two-way webcam interaction between teachers and students, with every live class recorded and added to a library of more than 3,000 on-demand sessions. Content is distributed across web, iOS, Android, and Apple TV clients in four languages — English, Portuguese, Spanish, and Finnish — with a content cadence exceeding 50 new live and on-demand classes per week.
The company's core technology is a multi-tenant streaming platform with cross-device account continuity, Chromecast and AirPlay support, and class filtering by duration, level, focus area, teacher, and language. Revenue is generated through tiered recurring subscriptions priced at $9.99-$19.99 per month across 1-, 3-, 6-, and 12-month commitments, supplemented by one-time gift card purchases and a 14-day free trial as the primary acquisition mechanism. Distribution is product-led and self-serve via the website, App Store, Google Play, and Apple TV, with a unique channel in Finland where six sport benefit voucher providers (Smartum, EazyBreak, Edenred, E-passi, Virikeseteli, Tyky-Online) are accepted as payment. Marketing relies on organic SEO-driven editorial content, with no disclosed enterprise, B2B, or corporate wellness sales motion.
Since raising a $3 million Series A in 2015 (led by NGP Capital with Inventure, Point Nine, and SanomaVentures, following a $630,000 seed from Inventure in 2014), Yogaia has operated without subsequent disclosed external funding. Total venture capital raised is approximately $3.63 million. The company remains privately held under Finnish law, with reported headcount of 1-10 employees and founder Mikko Petäjä and chairman Simon Guild identified as the disclosed leadership.
Yogaia firmographics
Firmographics- Name
- Yogaia
- Legal name
- Yogaia Oy
- Website
- https://yogaia.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Yogaia is a Finnish digital wellness platform offering live interactive and on-demand yoga, meditation, Pilates, and workout classes to individual consumers globally via web, iOS, Android, and Apple TV.
- Ownership category
- akta.pro rank
Yogaia industry classification
Industry- Product category
- Online Yoga & Wellness Platform
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
- akta.pro secondary industries
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Yoga Nidra & Deep Relaxation Practices (HSADAJAE)
Keywords
Where Yogaia is headquartered
LocationHeadquarters
- HQ city
- Espoo
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Yogaia business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Membership: Recurring subscription model with tiered plans (1-month, 3-month, 6-month, 12-month). Users pay upfront for the billing period with automatic renewal at the end of each period unless cancelled. The company also offers gift cards as one-time purchases.
- Gift Cards: One-time purchase gift cards available in 3-month ($44.97), 6-month ($89.94), and 12-month ($119.88) denominations. Delivered instantly by email. Membership starts only when code is redeemed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | 3-month subscription with promotional trial offer |
| Subscription | Annual | 12-month annual subscription (best value) |
| Subscription | Multi-year contract | 6-month subscription |
| Subscription | Monthly | 1-month subscription (standard) |
| Unit Pricing | Pay-as-you-go | Gift cards (one-time purchase) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels4 records
Yogaia product offering
Product offeringCore offering
Yogaia is a digital wellness subscription platform that delivers live interactive and on-demand yoga, yoga nidra, Pilates, meditation, stretching, and workout classes. Classes are accessible via web browser, iOS, Android, and Apple TV, with real-time two-way video enabling instructors to see students and provide personalized guidance. The service is offered to individual consumers through tiered monthly, 3-, 6-, and 12-month subscriptions plus gift cards.
Product overview
Yogaia is a unified online yoga and wellness platform offering live and on-demand classes. The core offering includes the Yogaia Platform accessible via web browser, combined with native mobile applications for iOS (iPhone, iPad) and Android devices, plus an Apple TV app. Users can participate in live interactive classes with real-time video interaction with instructors, or choose from a library of 3,000+ on-demand recordings. Classes span yoga, yoga nidra, Pilates, meditation, and workouts, available in multiple languages (English, Portuguese, Spanish, Finnish), ranging from 5 to 60 minutes in duration.
Differentiator
Problem solved
Functional benefit
Products and services
- Yogaia Online Wellness Platform Unified web-based platform delivering 3,000+ live interactive and on-demand yoga, yoga nidra, Pilates, meditation, stretching, and workout classes with two-way webcam video between teachers and students, available in English, Portuguese, Spanish, and Finnish, with class durations from 3 to 60 minutes.
- Yogaia iOS Mobile App Native iOS application giving users access to live interactive and on-demand yoga and wellness classes on iPhone and iPad, with AirPlay support and iTunes-managed subscription billing.
- Yogaia Android Mobile App Native Android application offering full access to live interactive and on-demand yoga classes on smartphones and tablets, with Chromecast support and Google Play-managed subscription billing.
- Yogaia Apple TV App Apple TV application (4th Generation and later) that streams yoga and wellness classes directly to television screens, providing a larger display option for home practice.
- Yogaia Gift Cards One-time-purchase digital gift cards granting 3-, 6-, or 12-month Yogaia memberships to recipients, delivered instantly by email and payable by credit card or Klarna installments.
Quantifiable outcome
- Users report practicing an average of 3 times per week
- +2 more outcomes
Companies that use Yogaia
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Yogaia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Yogaia partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- StripecoreStripe is used as the payment processing platform for all Yogaia transactions on the website. Stripe meets industry security standards for payment processing. Yogaia does not store full credit card numbers, only the last four digits and expiration date.
- Apple (iOS/App Store/iTunes)coreYogaia iOS app distributed through Apple's App Store for iPhone, iPad, and Apple TV. Subscriptions purchased through iOS app are managed via iTunes account with Apple handling payment processing and refunds.
- Google (Android/Google Play)coreYogaia Android app distributed through Google Play Store. Minimum requirements: Android version 4.0 with camera with Auto-Focus. Subscriptions purchased through Google Play are managed via Google Play account.
- SmartumminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
- EazyBreakminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
- EdenredminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
- E-passiminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
- VirikeseteliminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
- Tyky-OnlineminorFinnish sport benefit provider accepted as payment method for Yogaia memberships in Finland.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Yogaia competitors and assessment
Company assessmentDirect peers
- Alo Moves: Alo Moves is Alo Yoga's online platform offering yoga, fitness, and mindfulness classes via subscription. It is the closest direct competitor to Yogaia: same core product (online yoga), similar streaming-and-app distribution model, and overlapping target audience of at-home practitioners seeking premium instruction.
- Calm: Calm is a leading meditation, sleep, and wellness subscription app. While its core is meditation/sleep rather than yoga, it directly competes with Yogaia on the mind-body wellness subscription side of the offering and for the same consumer wallet share.
- Down Dog: Down Dog offers procedurally generated yoga, HIIT, and barre classes through a subscription app. It competes directly with Yogaia on at-home yoga/wellness subscription for individual consumers, although its differentiation is algorithmic class generation rather than live teacher interactivity.
- Glo: Glo is an online yoga and meditation subscription platform delivering live and on-demand classes via web and mobile. Like Yogaia, it centers on daily live-class scheduling, teacher-led instruction, and multi-level programming — directly competing for the same consumer persona.
- Asana Rebel: Asana Rebel is a yoga-inspired fitness app offering short, structured workout programs for daily practice. It targets the same general-wellness individual consumer segment as Yogaia and competes in the same app-store discovery and subscription category.
- Headspace: Headspace is a leading meditation and mindfulness subscription app with growing movement content. It overlaps Yogaia's wellness/meditation proposition and competes for the same at-home, self-guided wellness consumer.
- Gaia (Yoga Studio / Gaiam): Gaia operates a streaming platform providing thousands of yoga, meditation, and wellness classes via subscription. It is highly comparable to Yogaia in product model (large library, video streaming, subscription), although with a broader spiritual/lifestyle positioning.
Broad incumbents
- Peloton: Peloton operates a hardware-plus-digital fitness ecosystem that has expanded into yoga, strength, meditation, and stretching classes. It is a broader incumbent that competes with Yogaia for at-home fitness subscription spend, but at much larger scale and with hardware involvement.
- Apple Fitness+: Apple Fitness+ is a subscription workout and meditation service embedded in the Apple ecosystem (iPhone, iPad, Apple TV). It bundles into Apple One and directly competes with Yogaia's Apple TV-distributed wellness subscription while leveraging Apple's hardware install base.
Emerging players
- FitOn: FitOn is a free/ad-supported digital fitness platform with paid premium tiers offering yoga, Pilates, and meditation classes. It targets the same at-home general-wellness persona as Yogaia and competes on price and accessibility rather than live interactivity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Yogaia social profiles
Digital presenceYogaia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yogaia leadership team
Management profileNumber of profiles
Profiles2 records
Yogaia funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yogaia 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 Yogaia
What does Yogaia do?
Yogaia is a digital wellness subscription platform that delivers live interactive and on-demand yoga, yoga nidra, Pilates, meditation, stretching, and workout classes. Classes are accessible via web browser, iOS, Android, and Apple TV, with real-time two-way video enabling instructors to see students and provide personalized guidance. The service is offered to individual consumers through tiered monthly, 3-, 6-, and 12-month subscriptions plus gift cards.
Is Yogaia a public or private company?
Yogaia is a private company. It is classified as venture growth investor backed and is currently operating.
When was Yogaia founded?
Yogaia was founded in 2013. It employs 1 to 10 people.
Where is Yogaia based?
Yogaia is headquartered in Espoo, Finland, in the Europe region.
How does Yogaia make money?
Two revenue lines are on record. Subscription Membership is the primary driver. The others are gift Cards.
Who are Yogaia's main competitors?
Direct peers on record are Alo Moves, Calm, Down Dog, Glo, Asana Rebel, Headspace and Gaia (Yoga Studio / Gaiam). Broad incumbents are Peloton and Apple Fitness+. FitOn is listed as an emerging player.
Does Yogaia have an API?
No public API is recorded for Yogaia.
What industry is Yogaia in?
Yogaia's product category is Online Yoga & Wellness Platform. Its primary akta.pro industry code is HSADAJAH, Meditation Apps, Digital Courses & Online Communities, with a secondary code of HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow). Its NAICS code is 713940 and its SIC code is 7900.