What JadeYoga does

JadeYoga, operated by Jade Industries, Inc. (a privately-held Pennsylvania corporation, dba JadeYoga, founded circa 2000 and headquartered in Conshohocken, PA), designs, manufactures, and distributes natural-rubber yoga mats and related yoga products. Core technology centers on open-cell natural-rubber construction derived from tapped rubber trees (a rapidly renewable resource), which the company positions as a no-slip grip advantage over PVC, EVA, and synthetic alternatives; key certifications include OEKO-TEX Standard 100, FSC, and USDA Organic (for the Mushroom Mat SKU). The product portfolio spans 13+ mat variants across thicknesses from 1/16" (Voyager) to 5/16" (Fusion) and use cases including hot yoga, travel, Pilates, and Ashtanga, plus props (blocks, straps, bolsters, cushions, blankets), accessories (towels, bags, plant-based mat wash), three tiered kits (Starter, Yogi, Master), licensed collaborations (Peanuts®, Grateful Dead), and lifestyle items made from recycled sari fabric and other repurposed materials. Products are manufactured in the USA.

The business operates a multi-channel go-to-market: direct-to-consumer e-commerce on jadeyoga.com (Shopify-powered, free US ground shipping over $45), a wholesale dealer network governed by MSRP/MAP policy and shipping FOB Pennsylvania or Nevada, an international distributor footprint, and authorized online resellers including yogaoutlet.com, dickssportinggoods.com, beyond.com, nordstroms.com, and target.com. Revenue is generated primarily through one-time product sales at price points ranging from $2.50 (beeswax lip balm) to roughly $24.95 (mat wash) with premium mats in the $50–$130+ range, supplemented by a 10% commission AvantLink-powered affiliate program targeting yoga teachers, studio owners, influencers, and bloggers. The company serves three primary customer segments — individual yoga practitioners (primary), yoga studios and teachers (wholesale channel), and gift buyers — and runs a portfolio of per-SKU cause partnerships (Trees for the Future, Rainforest Trust, Clean the World, Terrapass, Akshaya Patra, The Water Project, Plastic Bank, and wildlife/conservation partners) that together account for 2.9M+ trees planted, 3,769 acres of rainforest preserved, 674K lbs of carbon offset, and 839 lbs of ocean plastic prevented. The company employs 11–50 people, is bootstrapped with no disclosed outside funding, and has no parent or subsidiary structure.

Name

JadeYoga

Legal name

Jade Industries, Inc.

Website

https://jadeyoga.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

JadeYoga (Jade Industries, Inc.) is a Pennsylvania-based, bootstrapped manufacturer of natural-rubber yoga mats and yoga accessories sold direct-to-consumer via Shopify, through wholesale dealers, and via authorized retailers including Target, Dick's Sporting Goods, and Nordstrom, with a per-SKU environmental giving program covering tree planting, rainforest preservation, and carbon offsetting.

Ownership category

akta.pro rank

Product category

Yoga Products

NAICS

Narrow Fabric Mills and Schiffli Machine Embroidery (31322), Broadwoven Fabric Mills (313210), Textile Bag and Canvas Mills (31491), Rope, Cordage, Twine, Tire Cord, and Tire Fabric Mills (314994)

SIC

Broadwoven Fabric Mills, Cotton (2211), Broadwoven Fabric Mills, Man Made Fiber & Silk (2221), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

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

Keywords

• Yoga mats
• Natural rubber mats
• Yoga props
• Yoga accessories
• Sustainable yoga products

Headquarters

HQ city

Conshohocken

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through jadeyoga.com Shopify storefront. Includes yoga mats, props, accessories, and gear. One-time purchase model with occasional seasonal promotions.
2. Wholesale Distribution: Products sold to yoga studios and retail dealers at wholesale pricing. Dealers observe MSRP/MAP policies and cannot advertise below minimum advertised price. All sales are FOB Pennsylvania or Nevada.
3. Affiliate Program Commission: 10% commission earned on retail sales made through custom affiliate links for approved affiliates including yoga teachers, studio owners, influencers, and bloggers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

JadeYoga designs, manufactures, and sells eco-friendly yoga mats made primarily from natural rubber tapped from rubber trees, alongside yoga props, accessories, rugs, and lifestyle products. The company sells direct-to-consumer via its Shopify-powered jadeyoga.com storefront, through a wholesale dealer network of yoga studios and retailers, and via authorized online resellers including yogaoutlet.com, dickssportinggoods.com, beyond.com, nordstroms.com, and target.com. For every mat sold, JadeYoga plants a tree through its long-standing partnership with Trees for the Future (since 2006).

Product overview

JadeYoga offers a diversified portfolio of eco-friendly yoga products centered around yoga mats with various thickness options (from ultra-thin Voyager at 1/16" to cushioned Fusion at 5/16"), plus an extensive range of yoga props (blankets, blocks, straps, bolsters, meditation cushions, towels), mat carriers and bags, and lifestyle accessories. The company is distinguished by its commitment to sustainability, using natural rubber from rapidly renewable resources, offering innovative materials like mushroom-based mats, and maintaining a 'Buy a Mat, Plant a Tree' environmental initiative. JadeYoga also offers curated yoga kits for different skill levels, collaborates on licensed collections (Peanuts®, Grateful Dead), and produces limited-edition lifestyle products made from recycled materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Harmony Mat JadeYoga's flagship 3/16-inch yoga mat made from 100% natural rubber with superior grip and comfort, available in 68, 71, and 74 inch lengths, plus extra-wide and extra-long versions. Aimed at yoga practitioners from beginners to advanced levels seeking an eco-friendly, high-grip daily mat.
• Harmony Mat 2.0 Enhanced version of the Harmony Mat, FSC and OEKO-TEX certified, with improved durability, better grip, and tougher construction while maintaining eco-friendly natural rubber composition.
• Mushroom Mat JadeYoga's most eco-friendly yoga mat, made with natural rubber and USDA Organic certified oyster mushroom waste. Contains no PVC or synthetic plastics and is produced with renewable energy.
• Voyager Mat JadeYoga's thinnest and lightest mat at 1/16-inch thick, weighing 1.5 lbs. Folds to the size of a yoga block for easy portability, ideal for commuters and travelers.
• Travel Mat Thin and lightweight mat at 1/8-inch thick and just over 3 lbs. Twice as thick as the Voyager, providing more cushion while still being portable for travel. Available in 68 and 74 inch lengths.
• Fusion Mat Luxurious and comfortable mat at 5/16-inch thick, designed for Pilates, core fitness, and restorative yoga. Provides maximum cushion for sensitive joints. Weighs 8 lbs, available in extra-wide 28-inch and extra-long 80-inch versions.
• Elite S Mat JadeYoga's most durable mat designed for vigorous practice, ideal for Ashtanga or intense flow. Features extra-dense top layer for added firmness and smooth surface for outstanding grip.
• Level One Mat Entry-level yoga mat designed for beginners with performance grip and cushioned platform. 4mm thick, constructed with a reinforcing scrim for durability at an accessible price point.
• Cork Yoga Mat Yoga mat made with sustainably harvested cork and natural rubber, designed specifically for hot yoga practice.
• Extra Yoga Mat Yoga mat featuring textured polyurethane for superior grip, safety, and durability, marketed as 'extra of everything' compared with the Harmony line.
• XW Harmony Mat Extra-wide version of the Harmony Mat at 28-inch width, providing additional space for broader-shouldered or larger yogis.
• XW Fusion Mat Extra-wide and extra-long version of the Fusion Mat at 28-inch wide and 80-inch long, the largest mat in the lineup for larger yogis.
• Fusion Mini Mat Compact version of the Fusion Mat, designed for targeted practice or travel while maintaining luxurious cushioning.
• Organic Cotton Mysore Yoga Rug Handwoven yoga rug made from organic cotton by artisans in India. Lightweight and machine washable, ideal for outdoor practice. Each rug is unique.
• Recycled Sari Yoga Rug Yoga rug made from recycled sari fabric, handmade in Nepal, part of the Local Woman's Handicraft Capsule Collection.
• Dharba Grass Yoga Mat Traditional grass yoga and meditation mat made from dharba grass, a natural and sustainable material.
• Yoga Blankets Soft and warm yoga blankets made from recycled cotton, suitable for boosts in class or final savasana.
• Yoga Blocks (including Cork) Yoga blocks for support and proper alignment, available in various materials including a cork option made from sustainably harvested cork.
• Yoga Straps Yoga straps for stretching and extending reach, helping practitioners achieve proper alignment.
• Yoga Bolsters Supportive yoga bolsters for restorative practices, providing comfort and support for various poses.
• Meditation Cushions Meditation cushions made with organic cotton for seated meditation practice.
• Yoga Towels Microfiber and chamois towels for yoga practice, suitable for beginners and experts.
• Yoga Mat Bags & Carriers Bags and carriers for transporting yoga mats, including options made from recycled sari fabric.
• Plant-Based Mat Wash Plant-based yoga mat cleaner specifically formulated for natural rubber mats, containing white thyme, oregano, and eucalyptus essential oils with antioxidants to help extend mat life. Available in 4oz, 8oz, and 16oz sizes, plus refill tablets.
• Starter Kit Essential yoga kit for beginners containing everything needed to start a yoga practice.
• Yogi Kit Comprehensive yoga kit for regular practitioners with all essential yoga items.
• Master Kit Complete yoga kit for experienced yogis with premium items for an advanced practice.
• Gift Cards Digital gift cards available in various amounts for gifting yoga products.
• Jar Openers Rubber jar openers made from recycled yoga mat material. 5.75-inch diameter with superior grip for opening stuck lids. Available in Purple, Olive, Black, Midnight Blue, and Jade Green.
• Lip Balm All natural beeswax lip balm in various flavors including Peppermint, Honey, Citrus, and Vanilla.
• Recycled Sari Kindle Case Protective case for Kindle made from recycled sari fabric, handmade in Nepal.
• Recycled Sari Laptop Case Protective laptop case made from recycled sari fabric, handmade in Nepal.
• Recycled Sari Placemats Placemats made from recycled sari fabric, handmade in Nepal.
• Peanuts x JadeYoga Collection Limited edition collection featuring iconic Peanuts characters (Snoopy, Linus, Charlie Brown) on the Harmony 2.0 mat.
• Grateful Dead x JadeYoga Collection Collection featuring iconic Grateful Dead Dancing Bears on mats, blocks, straps, and other products.

Quantifiable outcome

• 2,901,557+ trees planted through Trees for the Future partnership
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Support Center for Child AdvocatesminorStrategic or Co-development Partner · 1 December 2020On Giving Tuesday 2020, JadeYoga donated 10% of sales to Support Center for Child Advocates which provides legal assistance and social service advocacy for abused and neglected children in Philadelphia County.
• Black Boys OmminorStrategic or Co-development Partner · 30 November 2020On Cyber Monday 2020, JadeYoga donated 10% of sales to Black Boys Om which inspires wellness by creating a connected community of Black leaders using yoga and mindfulness for positive change.
• Black Yoga Teachers AllianceminorStrategic or Co-development Partner · 27 November 2020On Black Friday 2020, JadeYoga donated 10% of sales to Black Yoga Teachers Alliance which supports continuing educational and professional development of Black yoga teachers.
• Trees for the FuturecoreStrategic or Co-development Partner · 1 January 2006Since 2006, JadeYoga plants a tree for every mat sold through partnership with Trees for the Future. Trees for the Future works to improve livelihoods of impoverished farmers by revitalizing degraded lands. Over 2.9 million trees planted to date.
• Rainforest TrustcoreStrategic or Co-development PartnerFor every cork yoga block sold, JadeYoga preserves 2,000 square feet of rainforest through partnership with Rainforest Trust. Total of 3,769 acres preserved. Rainforest Trust purchases and protects threatened tropical forests.
• Clean the WorldcoreStrategic or Co-development PartnerThrough partnership with Clean the World, Jade provides a bar of soap to a person in need with each bottle of mat wash sold. Clean the World recycles soap to distribute to communities in need for hygiene purposes.
• TerrapasscoreStrategic or Co-development PartnerJade offsets 25 lbs of carbon emissions with each strap sold through partnership with Terrapass. Projects include farm power (anaerobic digesters), landfill gas capture, wind power, and abandoned coal mine methane capture.
• Akshaya Patra FoundationcoreStrategic or Co-development PartnerJade provides one week of meals to a child in India with each organic cotton yoga rug or recycled cotton yoga blanket sold. Akshaya Patra is the world's largest mid-day meal program serving 1.8 million children across India.
• The Water ProjectcoreStrategic or Co-development PartnerJade provides one day of clean drinking water for every yoga towel sold through partnership with The Water Project. The nonprofit provides sustainable water projects to communities in sub-Saharan Africa.
• Plastic BankcoreStrategic or Co-development PartnerJade prevents one pound of plastic (25 water bottles) from entering the ocean with each bolster sold through partnership with Plastic Bank. Plastic Bank monetizes plastic waste in regions with high poverty and pollution.
• International Anti-Poaching FoundationminorStrategic or Co-development PartnerJade supports the Akashinga Rangers, an all-women anti-poaching unit protecting elephants and African wildlife, with each meditation cushion sold. Donations support conservation and empower local women.
• The Bulindi Chimpanzee & Community ProjectminorStrategic or Co-development PartnerJade protects chimpanzee habitat in Western Uganda with every yoga bag sold through this project. Helps local households conserve forest critical to chimpanzee survival.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Manduka: Premium yoga mat and props brand most directly comparable to JadeYoga; competes in the same pro-studio and serious-practitioner segment with overlapping hero SKUs (e.g. PRO, eKO, GRP) and similar sustainability positioning (natural rubber, lifetime guarantees). Closest 1:1 head-to-head competitor in eco-premium yoga mats.
• Gaiam: Long-standing direct competitor in yoga mats, props, blocks, straps, bolsters, and mat accessories, sold through DTC, mass-market retail (Target, Bed Bath & Beyond) and wholesale. Overlaps with JadeYoga on product taxonomy, channel mix, and the wellness-lifestyle buyer persona, though positioned at a lower price tier.
• Hugger Mugger: Niche US-based yoga mat and props manufacturer with a comparable product range (cotton, natural rubber, cork blocks, bolsters) and studio/wholesale distribution model. Comparable in size, channel mix, and target customer (studios and dedicated practitioners).
• B Yoga: Canadian eco-conscious yoga mat brand built around natural tree rubber and sustainable materials, very similar value proposition to JadeYoga (non-toxic, plant-based, premium grip). Comparable target buyer (eco-conscious female practitioner) and DTC-plus-wholesale go-to-market.

Emerging players

• Yoga Design Lab: Smaller DTC yoga mat and towel brand with a strong sustainability and design-forward narrative (recycled materials, natural rubber, yoga towels). Comparable eco-positioning and direct-to-consumer-first distribution, though narrower product depth than JadeYoga.
• Aurorae Yoga: Direct-to-consumer yoga mat, towel, and accessory brand with comparable eco-positioning (non-toxic materials, eco-friendly towels). Smaller catalog than JadeYoga but competes for the same eco-conscious practitioner and gift-buyer segments.
• Sugarmat: Premium yoga mat brand marketed on natural rubber and aesthetic/design appeal, sold primarily through DTC. Directly comparable eco-positioning and price tier, though narrower product line and weaker studio distribution than JadeYoga.
• Prana: Yoga and lifestyle apparel and accessories brand with sustainability positioning (recycled, organic, fair trade) overlapping JadeYoga's eco-conscious buyer. Smaller mat-specific catalog than JadeYoga but competes in adjacent yoga props, blocks, and accessories.

Broad incumbents

• Lululemon: Global yoga and athletic apparel incumbent with an expanding yoga mat and accessories line (The Mat, Take Form) sold through company-owned retail, DTC, and wholesale. Massive brand, marketing budget, and store footprint that dwarfs JadeYoga, but increasingly overlapping on premium natural-rubber mat SKUs and the same yoga practitioner customer.
• Alo Yoga: Premium yoga and lifestyle apparel brand with a growing accessories and mat assortment sold through DTC and flagship retail. Comparable premium price tier and wellness-aspirational buyer; broader portfolio but expanding into the mat category that JadeYoga anchors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/jadeyoga
• Facebookfacebook.com/jadeyoga

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 JadeYoga