What Fierce Grace does

Fierce Grace is a UK-founded hot yoga and wellness company that operates a proprietary "FG Method" — an interconnected system of 12 class experiences (Foundation, S.O.B., Classic, The Fix, Primal, Deep Core, IN, WILD, FG2, Fierce/Beast, Fly, Fierce Core) blending elements of Ashtanga, Classical Hatha, Iyengar, Power Yoga, physiotherapy wisdom, and fitness concepts such as super-slow strength training and interval training. Classes are delivered in heated rooms (35-38°C for hot classes, 30°C for warm classes) and span beginner through advanced levels, addressing flexibility, strength, injury recovery, stress, and menopausal symptoms. The company's core technology is the codified FG Method, the FGTV digital delivery platform (web, iOS, and Android apps with live streaming and on-demand content), and a registered trademark (Fierce Grace®) protecting the brand and method.

The business operates through multiple revenue streams: monthly autopay studio memberships with preferential rates, class passes, private instruction, FGTV online subscriptions (with 14-day free trial and 50% discount for autopay members), 200-hour and graduate yoga teacher training (with £500 deposit and hybrid or London-based formats), multi-day international retreats in Tuscany, Spain, and Sussex (priced from £495 to £2,450), and a licensing model for third-party studio operators. Physical distribution includes owned or partner studios across London (Finchley, Ladbroke Grove, &Soul Shoreditch, Yogarise Queen's Park, Primrose Hill), Rome, four New York City locations (East Hampton, FIDI, Harlem, LES), and Gold Coast Australia, with each London studio operated through a separate legal entity.

Go-to-market is primarily direct-to-consumer through owned channels, supplemented by channel partnerships (partner studios, licensed operators), event-driven experiential sales (retreats), and a corporate/B2B membership layer. Marketing is multi-channel: website, blog content, email, Instagram (@fiercegraceyoga), events (OM & Bass, OM Yoga Show), and earned media coverage in Vogue, The Times, Evening Standard, and National Geographic. The company serves individual yoga practitioners as the primary customer segment, with secondary segments including aspiring yoga teachers (teacher training), corporate clients (employee wellness), and franchise/licensee partners — making Fierce Grace a vertically integrated yoga brand spanning content, in-person instruction, digital delivery, professional training, and licensing.

Name

Fierce Grace

Legal name

Fierce Grace Ltd

Website

https://fiercegrace.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Fierce Grace is a UK-based hot yoga and wellness brand operating a proprietary 12-class "FG Method" across owned studios in London, Rome, New York City, and Australia, complemented by the FGTV online platform, teacher training, international retreats, and a licensing program for individual consumers and franchise partners.

Ownership category

akta.pro rank

Product category

Hot Yoga and Fitness Studio Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Software Publishers (5132)

SIC

Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Power Yoga & Athletic Yoga Conditioning (HSADACAG)

akta.pro secondary industries

Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Hot yoga classes
• Online yoga platform
• Yoga teacher training
• Yoga wellness retreats
• Fitness studio memberships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships: Monthly autopay subscriptions providing access to studio classes. Subscriptions include minimum commitment periods with preferential rates. Members can suspend membership for up to two weeks total in any 12-month period.
2. Class Passes: Class cards and passes for a specific number of studio classes. Non-refundable once purchased, even if partially used.
3. FGTV Online Subscription: Online yoga classes available via FGTV platform with live streaming and on-demand content. MU autopay members receive 50% discount on FGTV membership. 14-day free trial available.
4. Teacher Training: 200-hour yoga teacher training courses and graduate/advanced training programs. Includes in-person and hybrid formats (live online + studio immersion). £500 deposit required upon application. Cancellation policy applies with admin fees.
5. Yoga Retreats: Multi-day transformational retreats in international locations including Tuscany, Spain, and Sussex. Pricing varies by accommodation type (double occupancy from £495, single occupancy from £525, luxury options up to £2,450).
6. Private Classes: One-on-one yoga instruction. Private classes bought in blocks with discounts applied; blocks expire within 3 months of purchase. Minimum 48 hours cancellation notice required.
7. Licensing/Franchise Fees: Licensing model for opening Fierce Grace studios. Licensees receive business startup support, operational manuals, teacher pool access, and ongoing training and support.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Fierce Grace operates hot yoga studios across London, Rome, New York City, and Gold Coast Australia, delivering an interconnected 12-class system built on its proprietary FG Method that blends Ashtanga, Classical Hatha, Iyengar, Power Yoga, physiotherapy wisdom, and fitness concepts. The company supplements in-studio classes with the FGTV online yoga platform (web, iOS, Android) offering live and on-demand streaming, and sells additional paid offerings including 200-hour yoga teacher training, injury modification courses, private classes, international wellness retreats, and a licensed studio model for franchise expansion.

Product overview

Fierce Grace is a hot yoga company operating as a platform-plus-modules architecture. The core offering consists of FGTV (online yoga platform with live and on-demand classes) and physical studio classes at locations across London, Rome, New York, and Gold Coast. The FG Method comprises 12 interconnected class types ranging from beginner (Foundation, S.O.B.) to advanced (Fierce/Beast, Fly). Additional modules include 200-hour Yoga Teacher Training, injury modification courses, and international retreat programs. The company also offers a licensed studio model for franchise expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• FGTV Online Yoga Platform Online yoga platform providing live and on-demand classes via web, iPhone, and Android apps. Includes FG Method Classes, Beginner/Injured Classes, Courses, Challenges, Workshops, and Tutorials. Offers a 14-day free trial; MU autopay members receive 50% off.
• In-Studio Hot Yoga Classes Hot and warm yoga classes delivered at owned and partner studio locations, structured around the 12-class Fierce Grace system (Foundation, Classic, Fierce, Fierce Grace, FG2, The Fix, Primal, Deep Core, IN, WILD, Fly, Fierce Core, and S.O.B.). Studios are heated to 35-38°C for hot classes and 30°C for warm classes.
• 200-Hour Yoga Teacher Training Comprehensive 200-hour certified yoga teacher training program, plus 100-hour graduate advanced training. Available as hybrid online + in-person immersion or London weekends. Aims to certify new instructors in the Fierce Grace method.
• Injury Modification and Rehabilitation Course Specialized training program for qualified yoga teachers focused on injury modification and rehabilitation, enabling safe practice for injured or recovering students.
• Fierce Grace Yoga Retreats Transformational multi-day yoga retreats at international destinations, combining yoga classes, breathwork, hypnotherapy (with Zoë Clews), and accommodation. Retreat pricing ranges from £495 to £2,450 per person depending on room type and occupancy.
• Private Yoga Classes One-on-one personalized yoga instruction delivered at studio locations, sold as blocks of classes with bulk discounts. 48-hour cancellation notice required.
• Fierce Grace Licensed Studio Program Licensing model for entrepreneurs and operators to open Fierce Grace studios. Licensees receive business startup support, access to the trained teacher pool, operational manuals, ongoing training, and conversion plans for existing yoga studios.

Quantifiable outcome

• Reduces hot flushes, night sweats, and sleep disturbances in menopausal women (2008 study of 120 women ages 40-55)

Named customers7 records

Segments4 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

Six partnerships are on record, tiered minor and core.

• Om & Bass FestivalminorGTM or Marketing Partner · 1 January 2025Annual festival partnership for yoga events and community engagement. Fierce Grace has participated in multiple years (2024, 2025).
• &Soul ShoreditchcoreChannel Partner/ Reseller/ DistributorPartnership with &Soul wellness space in Shoreditch, London. Fierce Grace operates classes at this location under the 'FG @ &Soul Shoreditch' brand. Address: 114-116 Cheshire St, London E2 6EJ.
• Yogarise Queen's ParkcoreChannel Partner/ Reseller/ DistributorPartnership with Yogarise studio in Queen's Park, London. Fierce Grace operates classes at this location under the 'FG @ Yogarise' brand. Address: 27 Beethoven Street, London W10 4LG.
• Zoë Clews (Hypnotherapist)coreStrategic or Co-development PartnerPartnership with London's award-winning hypnotherapist Zoë Clews for retreat experiences. Co-creates transformational retreats combining yoga with hypnotherapy. Zoë Clews has been crowned 'London's Best Hypnotherapist' by Evening Standard with 20 years of clinical hypnotherapy expertise.
• Fair Oak Farm Retreat VenuecoreStrategic or Co-development PartnerMulti-award-winning retreat venue in Sussex, nominated by National Geographic as one of their unique lodges of the world. Hosts the New Year Reset retreats. Located at High Weald, Sussex, TN20 6RS.
• Rach Cox (OM & Bass Founder)minorStrategic or Co-development PartnerCollaboration with OM & Bass Founder Rach Cox for somatic movement, yoga and breathwork at retreats. 'Villa Chimera, Tuscany' retreat features both Michele Pernetta and Rach Cox as masters.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hot Pod Yoga: UK-based hot yoga franchise with studios across the country; directly comparable on heated-pod methodology, subscription pricing, and franchise expansion — the closest UK peer to Fierce Grace.
• CorePower Yoga: Largest US hot yoga chain with ~200+ studios; competes head-to-head with Fierce Grace in New York on heated yoga classes, memberships, and teacher training.
• Yogarise: London yoga studio partner of Fierce Grace (FG @ Yogarise Queen's Park); operates similar multi-style yoga classes in the same London neighbourhoods and serves as both a partner and local competitor.
• Bikram Yoga: Original hot yoga brand with global licensed studios; directly comparable in heated-room methodology and franchise model, and a primary reference point for Fierce Grace's class system.
• YogaWorks: US multi-style yoga chain combining studio classes with teacher training and digital content; comparable offering mix (studio + training + online) to Fierce Grace.
• &Soul: London wellness space hosting Fierce Grace's Shoreditch classes (FG @ &Soul); offers adjacent multi-discipline wellness in the same London market.
• Glo: Subscription-based online yoga and meditation platform with on-demand classes; the most direct digital-substitute competitor to FGTV.
• MoreYoga: UK budget yoga chain with unlimited monthly memberships; competes with Fierce Grace for price-sensitive London yoga practitioners.

Broad incumbents

• Pure Yoga: Premium global yoga chain with flagship studios in Hong Kong, NYC, London; overlaps on premium positioning and heated classes at higher-tier price points.
• Alo Moves: Premium yoga/wellness lifestyle brand with subscription digital yoga content; competes for the same premium-segment audience as Fierce Grace's FGTV and retreats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/fiercegraceyoga
• Xx.com/fiercegraceyoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Fierce Grace