Yoga Vida

What Yoga Vida does

Yoga Vida is a privately held, New York City-based yoga studio and teacher training company founded in 2009 by Mike Patton, a Princeton economics graduate and former Wall Street broker, and Hilaria Baldwin, an NYU alumna and former professional dancer and Extra TV correspondent. The company operates four physical studio locations across Manhattan's Union Square and NoHo, Brooklyn's DUMBO, and Tribeca, offering group yoga classes, workshops, and private lessons to individual consumers ranging from complete beginners to seasoned practitioners, with discounted rates for healthcare workers, students, seniors, veterans, and certified teachers.

The company's core products span physical studio attendance, a digital streaming subscription called Yoga Vida TV launched in 2020 that delivers live daily classes plus a library of more than 1,600 on-demand sessions, and a comprehensive Yoga Alliance-certified teacher training ecosystem. The training pipeline runs from a 200-hour foundational program to a 300-hour advanced track plus mentorship, and includes specialty modules for prenatal (RPYT), kids (ages 4-12), teen (12-18), trauma-informed, restorative, therapeutic, Iyengar, and Reiki certifications, with tuition ranging from $245 for short modules to $2,000 for the full 200-hour program.

Revenue mechanics combine subscription-based studio memberships priced at $249 per month, digital streaming at $65 per month or $10 per class, transactional class packs and intro offers, one-time teacher training and workshop tuition, and one-on-one private lessons at $100 to $250 per session. The technology backbone relies on third-party commercial platforms — MINDBODY for scheduling and membership management, Shopify for e-commerce, and Union.fit for Yoga Vida TV registration and workshop distribution — rather than proprietary systems. Yoga Vida has no disclosed parent company, has never raised institutional capital beyond a single $318,750 round dated 2015-01-14, and has accumulated 950+ teacher training graduates over its 10-plus-year operational history.

Name

Yoga Vida

Legal name

YOGA VIDA

Website

https://yogavida.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Yoga Vida is a privately held New York City yoga company founded in 2009, operating four physical studios (Union Square, NoHo, DUMBO, Tribeca), the Yoga Vida TV digital streaming platform, and a comprehensive Yoga Alliance-certified 200-hour and 300-hour teacher training ecosystem serving individual yoga practitioners and aspiring instructors.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Yoga studio services
• Yoga teacher training
• Online yoga streaming
• Wellness studio
• Yoga certification programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships & Class Packs: Monthly unlimited memberships ($249/mo) and class packs providing recurring subscription revenue from studio attendees.
2. Yoga Vida TV Subscription: Digital streaming membership at $65/month (unlimited) or $10 per class, with a special intro rate of $20 for 2 weeks unlimited. Discounted rate of $26/month for front-line healthcare workers, certified yoga teachers, full-time students, seniors (65+), and veterans.
3. Teacher Training Programs: Revenue from Yoga Alliance-certified 200-hour and 300-hour teacher training programs, mentorship programs, and specialized training (kids, teen, prenatal, Reiki, etc.) ranging from $245 to $2,000 per program.
4. Private Lessons: One-on-one tailored yoga instruction priced at $100–$250 per 60-minute session depending on instructor experience and availability.
5. Workshops: 90-minute on-demand workshops covering inversions, basics, standing poses, pranayama, hips, meditation, chakras, and mindfulness at $20 per workshop.
6. Intro Offers & First-Class Packages: First-time customer offers including introductory class pricing and 2-weeks unlimited access packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Yoga Vida operates four physical yoga studios in New York City delivering group classes, private lessons, and workshops, complemented by Yoga Vida TV, a subscription-based digital streaming platform with daily live classes and 1,600+ on-demand sessions. The company also generates revenue from Yoga Alliance-certified 200-hour and 300-hour teacher training programs, mentorship, and specialized tracks (prenatal, kids, teen, trauma-informed, therapeutic, and Reiki).

Product overview

Yoga Vida operates as a multi-location New York City yoga studio with a digital streaming component. The core offering consists of in-studio yoga classes at four Manhattan and Brooklyn locations, complemented by Yoga Vida TV, a subscription-based streaming platform with live daily classes and 1,600+ on-demand sessions. The product portfolio extends into educational services through comprehensive Yoga Alliance-certified teacher training programs at 200-hour and 300-hour levels, specialty prenatal and kids/teen training modules, a mentorship program, and professional Reiki certification. Additional revenue streams include private one-on-one lessons and 90-minute specialty workshops. The company was co-founded in 2009 by Mike Patton and Hilaria Baldwin.

Differentiator

Problem solved

Functional benefit

Brands

• Yoga Vida TV: Online streaming platform offering live daily classes and on-demand yoga classes, including prenatal, basics, slow flow, meditation, and Pilates.

Products and services

• Studio Yoga Classes In-person group yoga classes for all experience levels (beginner to advanced) offered at four NYC studio locations, with styles including vinyasa, slow flow, basics, restorative, prenatal, and meditation. Includes free mat storage for unlimited members.
• Yoga Vida TV Subscription-based digital streaming platform offering daily live yoga classes and a library of 1,600+ on-demand classes covering prenatal, basics, slow flow, meditation, pilates and more. Accessible globally via Union.fit at $65/month (unlimited) or $10 per class.
• 200 Hour Online Teacher Training Yoga Alliance-certified foundational 200-hour teacher training program delivered online, covering yoga asana, anatomy, philosophy, sequencing, and teaching methodology. Graduates qualify as Registered Yoga Teachers (RYT-200). Early Bird: $1,500; Standard: $2,000.
• 300 Hour Teacher Training Advanced Yoga Alliance-registered 300-hour teacher training consisting of required modules (Bhagavad Gita, Art of Sequencing, Meditation & Pranayama, Therapeutic Essentials) plus optional specializations including Trauma-Informed Yoga, Business of Teaching, and Iyengar Yoga.
• Mentorship Program 21-week mentorship program for 200-hour graduates bridging foundational training and professional teaching. Includes philosophy workshops, anatomy sessions, advanced sequencing, and private instruction. Counts as 75 hours toward 300-hour certification. Self Investment: $1,600.
• Prenatal Yoga Teacher Training 85-hour comprehensive prenatal yoga teacher training covering physiology of pregnancy, birth, and postpartum, led by Director of Prenatal Clare Ryan. Graduates are eligible to become Registered Prenatal Yoga Teachers (RPYT). Early Bird: $1,350; Self Investment: $1,450.
• Kids Yoga Teacher Training Kids Yoga Teacher Training delivered in partnership with Sarah Herrington and OM Schooled for teaching yoga to children ages 4-12 (K-5). Covers classroom management, lesson plans, and curriculum aligned with state and national PE standards. Early Bird: $500; Self Investment: $600.
• Teen Yoga Teacher Training 25-hour teacher training focused on teaching yoga to teens ages 12-18, covering trauma-informed teaching, mental health tools, yoga philosophy, and classroom management. Includes 1 month of free yoga classes. Early Bird: $500; Self Investment: $600.
• Reiki Training (Shamanic Reiki Levels I & II and Master Training) Shamanic Reiki Level I & II Certification Training and Master Training with Jonathan Hammond, covering energy healing, spirit guides, and shamanic journeying. Self Investment: $625 per level.
• Private Lessons One-on-one tailored 60-minute yoga instruction offered both in-person and remotely, customized to individual areas of interest, injury recovery, or specific goals. Pricing ranges from $100 to $250 per session depending on instructor experience.
• Workshops (On Demand) 90-minute specialty workshops covering inversions, basics, standing poses, pranayama, hips, meditation, chakras, and mindfulness. Available on-demand via the Union.fit platform for $20 each.

Quantifiable outcome

• Over 950 graduates from the 200 Hour Teacher Training program over 10 years
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Sarah Herrington / OM Schooled Teacher TrainingscoreStrategic or Co-development PartnerYoga Vida partnered with Sarah Herrington and OM Schooled Teacher Trainings to deliver Kids Yoga Teacher Training and Teen Yoga Teacher Training programs. OM Schooled was born and bred in NYC public schools and has been operating for over a decade, bringing rigorous but joyful trainings to Yoga Vida's curriculum.
• Wall Street JournalminorOthersFounder Mike Patton was interviewed by the Wall Street Journal on the business of yoga and crowded class management, lending credibility and earned media coverage to Yoga Vida.
• Yoga JournalminorOthersCo-founder Hilaria Baldwin featured on the cover of Yoga Journal, with the feature covering her life, yoga practice, and connection to the Yoga Vida community.
• New York TimesminorOthersThe New York Times profiled co-founder Hilaria Baldwin and her Yoga Vida community, providing significant earned media coverage.
• MINDBODYcoreTechnology or IntegrationYoga Vida uses MINDBODY software for class scheduling, membership management, and online class registration. The platform hosts Yoga Vida's class schedule and booking system across all four studio locations.
• ShopifycoreTechnology or IntegrationYoga Vida's e-commerce store is hosted on Shopify, providing the online store platform for yoga apparel and merchandise sales.
• B YogaminorOthersYoga Vida training students receive a 15% discount at B Yoga for yoga props (bolsters, blocks, straps) using discount code YOGAVIDA_15.
• HalfmoonminorOthersYoga Vida training students receive a 15% discount at Halfmoon for yoga props using discount code YOGAVIDA_15.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Alo Moves: Premium yoga and wellness brand offering a digital streaming platform (Alo Moves) plus apparel. Comparable in combining yoga instruction content with a premium lifestyle brand positioning.
• Peloton: Connected fitness platform offering live and on-demand yoga classes alongside broader fitness content. Comparable as a digital-first yoga subscription business competing for the same at-home yoga consumer.
• Equinox Yoga: Premium NYC-based fitness club operator with on-site yoga classes and digital content (Variis). Comparable in serving affluent NYC consumers willing to pay premium pricing for yoga instruction.
• CorePower Yoga: One of the largest U.S. yoga studio chains with hundreds of locations and a digital streaming platform (CorePower Yoga On Demand). Comparable in offering both in-person classes and digital subscriptions.

Direct peers

• Glo: Subscription-based digital yoga and meditation platform with thousands of on-demand classes across styles. Directly comparable as a content library competing with Yoga Vida TV for digital subscribers.
• Sky Ting Yoga: NYC-based yoga studio with multiple Manhattan and Brooklyn locations offering group classes and teacher training. Directly comparable in geographic footprint, demographic, and class-based studio model.
• YogaWorks: Multi-location U.S. yoga studio chain offering teacher training programs and diverse class styles. Closely comparable in combining physical studios with Yoga Alliance-certified teacher training curricula.
• Y7 Studio: NYC-founded yoga studio chain with multiple Manhattan and Brooklyn locations offering heated vinyasa-style classes. Directly comparable in geography, demographic, and class-based membership model.
• Kula Yoga Project: NYC yoga studio offering drop-in classes, memberships, and teacher training. Comparable as a local NYC competitor serving a similar practitioner demographic with multi-style class programming.

Emerging players

• obé Fitness: Live and on-demand fitness and yoga streaming platform with celebrity-led classes. Comparable as a digital-first subscription offering yoga classes alongside broader workout content.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/yogavida
• Xx.com/yogavidanyc
• Facebookfacebook.com/yogavidanyc
• LinkedInlinkedin.com/company/yoga-vida-nyc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

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 Yoga Vida