Downward Dog Yoga

What Downward Dog Yoga does

Downward Dog Yoga is a privately held, founder-owned yoga studio founded in 2009 by Kelli Slocum in Coralville, Iowa. The studio serves a primarily local consumer base in the Coralville and Iowa City corridor, with secondary reach into corporate wellness, weddings, and remote participants via virtual classes. Its product portfolio spans a Vinyasa-led class lineup (signature Downward Dog Flow, Vinyasa Flow, Dynamic Flow, Align & Flow), fitness hybrids (Yoga Sculpt, Barre Fusion, Core Sculpt), restorative and beginner formats (Gentle Yoga, Relax and Restore, Yoga for Beginners), a Yoga Alliance-registered 200-hour teacher training program, private group and individual sessions, gift cards, themed workshops, and yoga consulting for other studios and practitioners.

The business operates with no proprietary technology; its technical stack consists of third-party SaaS tools — WellnessLiving for scheduling, registration, membership management, and gift card sales; MindBody referenced for online sign-ins; and Zoom for live virtual class delivery. All instructors are 200-hour certified, with the founder holding a 500-hour Experienced Registered Yoga Teacher credential and lineage training under Baron Baptiste and other internationally recognized teachers.

Revenue is generated through a multi-tier pricing model: walk-in drop-ins ($15-$20), 4/10/20-class punch cards ($80-$280), 6-week session classes ($80), monthly unlimited memberships ($100-$135/month with commitment discounts), couples memberships ($170/month or $1,836/year), annual upfront plans ($1,080), corporate and event private bookings, a $35 two-week unlimited new-client promotion, and tuition from the 200-hour teacher training cohort. Marketing relies on the studio website, email newsletter, organic social, workshops, challenges, and word-of-mouth referrals; the company has no external institutional investors, no parent company, and no disclosed M&A or funding activity.

Name

Downward Dog Yoga

Legal name

Downward Dog Yoga

Website

https://downwarddog-yoga.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Downward Dog Yoga is a privately held yoga studio in Coralville, Iowa, offering in-person and virtual yoga classes, a 200-hour teacher training program, private sessions, workshops, and consulting services to local consumers, beginners, and corporate clients.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Sports and Recreation Instruction (61162), Professional and Management Development Training (61143)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF)

Keywords

• Yoga studio classes
• Yoga teacher training
• Fitness wellness services
• Private yoga sessions
• Virtual yoga classes

Headquarters

HQ city

Coralville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class-based sessions: 6-week session classes (Yoga for Beginners, Gentle Yoga) offered at $80 for 6 classes, once per week
2. Punch cards: Multi-class punch cards allowing flexibility - 4, 10, or 20 class options with tiered pricing. Student rates available.
3. Monthly unlimited memberships: Monthly unlimited class access with commitment options ranging from single month ($135) to annual commitment ($100/mo or $1080/year). Student and couples rates available.
4. Walk-in classes: Single class drop-in at $20 (student $15), includes yoga mat
5. Private classes and events: Private group and individual yoga sessions for corporate wellness, weddings, birthday parties, and special occasions. Offered in-studio or via Zoom.
6. Consulting services: Yoga consulting provided by owner Kelli Slocum E-500 RYT for yoga studios and practitioners seeking guidance on yoga instruction and studio operations.
7. Teacher training program: 200-hour yoga teacher training program led by Kelli Slocum and Hannah Zahs, meeting 1 weekend per month for 10 months. Includes membership during training period.
8. Gift certificates: Gift cards available for purchase online through WellnessLiving platform, sold in various denominations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Downward Dog Yoga is a Coralville, Iowa-based yoga studio offering in-person group yoga and fitness classes (Vinyasa Flow, Yoga Sculpt, Barre Fusion, Core Sculpt, Restorative and Gentle Yoga, plus signature Downward Dog Flow). Beyond regular classes, it runs a Yoga Alliance-registered 200-hour Teacher Training program, private group and corporate yoga sessions, workshops and events, and yoga consulting for studio operators.

Product overview

Downward Dog Yoga is a yoga studio offering a diverse portfolio of yoga and fitness classes. The core offering centers on Vinyasa-based classes including the signature Downward Dog Flow, Dynamic Flow, Align & Flow, and standard Vinyasa Flow, complemented by specialized fitness classes such as Yoga Sculpt, Barre Fusion, and Core Sculpt. The studio provides foundational programming through Yoga for Beginners and Yoga 101 sessions, as well as restorative offerings like Gentle Yoga and Relax and Restore/Restorative Yoga. Beyond regular classes, the studio offers a 200-hour Teacher Training Program, Private Classes (Corporate Wellness, Wedding, Kids Yoga, Girls Night Out), Consulting Services, Gift Cards, and Workshops/Events. The studio leverages WellnessLiving for scheduling and registration, and offers virtual class access via Zoom.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga and Fitness Classes Scheduled group classes covering Vinyasa Flow, the signature Downward Dog Flow, Yoga Sculpt, Barre Fusion, Core Sculpt, Restorative Yoga, Gentle Yoga, Yoga for Beginners and Ashtanga-based Vinyasa. Offered in-studio at the Coralville location and via Zoom, targeting individuals of all fitness levels from complete beginners to advanced practitioners.
• 200-Hour Yoga Teacher Training Program Yoga Alliance-registered 200-hour teacher training program co-led by Kelli Slocum and Hannah Zahs, meeting one weekend per month for ten months. Includes membership during the training period and enables graduates to register with Yoga Alliance; reported 100% job placement for graduates interested in teaching.
• Private Yoga Classes and Events Private group and individual yoga sessions delivered in-studio or via Zoom, including Corporate Wellness programs, wedding weekend classes, Kids Yoga, Girls Night Out, and other special occasion events.
• Yoga Consulting Services Consulting engagements led by owner Kelli Slocum (E-500 RYT) for yoga studios and individual practitioners, covering studio setup, yoga instruction guidance, and Registered Yoga School advisory.
• Workshops and Community Events Recurring workshops (Heart Opening, Core & Foam Rolling, Arm Balancing, Chakra workshops, Pranayama, Dance) and themed community events such as the 30-Day Challenge and Summer Solstice Run/Walk.
• Gift Cards Gift cards available for purchase online via the WellnessLiving platform and in-studio, in various denominations, supporting the locally owned small business.

Quantifiable outcome

• 100% job placement rate for yoga teacher training graduates interested in teaching

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• WellnessLivingcoreTechnology or IntegrationWellnessLiving is the online scheduling and registration platform used by Downward Dog Yoga for class signups, membership management, and gift card sales. Students use this platform to register for classes and purchase studio offerings.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• CorePower Yoga: Largest U.S. yoga chain offering Vinyasa Flow, Yoga Sculpt (weighted), and teacher training across hundreds of studios. Comparable to Downward Dog Yoga because both serve mainstream consumers with Vinyasa-centered class formats plus sculpt/barre-style add-ons, though CorePower operates at vastly greater scale and geographic reach.
• YogaWorks: Multi-studio yoga chain with 200- and 300-hour Yoga Alliance–registered teacher training programs, signature Vinyasa/Flow classes, and restorative offerings. Highly comparable to Downward Dog Yoga in teacher training structure, class variety, and Yoga Alliance credentials, but operates a national footprint.
• Modo Yoga: International yoga studio chain offering heated Vinyasa, Yin, and Restorative classes with certified teacher training. Comparable to Downward Dog Yoga in modality mix (Flow/Restorative/Yin), emphasis on instructor certification, and community-oriented positioning, though it operates a global franchise model.
• Y7 Studio: Multi-location boutique yoga studio brand with Vinyasa Flow, sculpt, and restorative classes. Comparable to Downward Dog Yoga in its flow/sculpt/restorative class portfolio and direct-to-consumer membership model, but at much larger urban scale.
• Pure Yoga: Premium multi-location yoga brand offering diverse class styles (Vinyasa, Hatha, restorative), private sessions, and teacher training. Comparable to Downward Dog Yoga in class-type breadth, premium positioning, and teacher training offering, but at urban flagship scale.

Regional players

• Laughing Lotus Yoga Centre: New York–based boutique yoga studio known for creative Vinyasa Flow and 200-hour teacher training; Kelli Slocum completed advanced training here with Dana Trixie Flynn. Comparable to Downward Dog Yoga in creative Vinyasa style, teacher training lineage, and boutique studio positioning, though it operates primarily in NYC.

Emerging players

• Glo: Subscription-based online yoga and meditation platform offering on-demand classes across Vinyasa, restorative, and beginner levels. Comparable to Downward Dog Yoga's virtual Zoom offering as a competing digital channel for the same yoga practitioner customer, with much broader content library and geo-independence.
• Alo Moves: Premium online yoga, fitness, and mindfulness platform affiliated with Alo Yoga. Comparable to Downward Dog Yoga as a virtual subscription alternative targeting the same wellness-minded consumer, with celebrity/brand-name instructor appeal that competes for share-of-wallet.

Others

• Kripalu Center for Yoga & Health: Yoga retreat and education center in Stockbridge, MA, where Kelli Slocum trains annually. Comparable to Downward Dog Yoga as a Yoga Alliance–credentialed institution in the broader yoga education ecosystem, though Kripalu's primary model is retreats/RYS-200/300/500 trainings rather than a daily drop-in studio.
• Mindbody: Leading SaaS scheduling, membership, and payments platform for fitness and wellness studios; Downward Dog Yoga already references MindBody as a scheduling/booking integration. Comparable as an adjacent ecosystem player — not a direct competitor, but a technology infrastructure provider common to peers in this category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/downward-dog-yoga-centre

Compliance4 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 Downward Dog Yoga