What Gaiam does

Gaiam is a publicly traded wellness brand (NASDAQ: GAIAM) that designs, manufactures, and sells yoga, fitness, meditation, recovery, and active-sitting products direct to consumers. The company operates primarily through a Shopify-powered e-commerce storefront at gaiam.com and an Amazon marketplace channel, distributing a 141-SKU catalog that spans yoga mats (in 2mm-10mm thicknesses and materials including PVC, TPE, jute, and latex-free options), balance ball chairs, balance balls and discs, neoprene hand weights, resistance bands, foam rollers, massage tools, meditation seating, and dedicated kids yoga and active-sitting lines. Its primary customer segment is individual yoga and wellness practitioners, with secondary segments in families/educational institutions seeking kid-friendly products and office/remote workers seeking ergonomic active-sitting solutions. Revenue is generated through unit-priced physical goods (typically $7.98 to $139.98 per item) on a one-time-purchase basis, with no disclosed subscription, software, or service layer; the marketing mix centers on the DTC storefront, an email newsletter, and Amazon marketplace.

The company has 30+ years of brand heritage in the yoga industry and competes in a global yoga mats market estimated at USD 17.7 billion in 2025, where it is identified as a major player. Notable product and technology features include the Performance Dry-Grip Yoga Mat (moisture-wicking topcoat, 6P-free materials, lifetime guarantee), the Balance Ball Chair line (developed in collaboration with chiropractic pioneer Dr. Randy Weinzoff), and an investment in AI-, IoT-, and sensor-based smart yoga mat technology alongside competitors such as YogiFi, SmartMat Inc., Liforme, and Manduka. Corporate scope is mid-sized (251-500 employees), and the firm maintains a Boulder, Colorado / New York dual-jurisdiction presence while serving a global market. There is no proprietary software platform, mobile app, or public API; the technology posture is primarily a branded hardware and content (online yoga library) business with a nascent connected-product R&D direction.

Name

Gaiam

Legal name

Gaiam

Website

https://gaiam.com

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Gaiam is a publicly traded wellness brand (NASDAQ: GAIAM) that sells yoga mats, balance ball chairs, fitness equipment, and recovery products through a Shopify DTC storefront and Amazon marketplace. The 30+ year-old company primarily serves individual yoga and wellness practitioners, with secondary segments in families and office workers.

Ownership category

akta.pro rank

Product category

Yoga and Wellness Products

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Kids & Family Yoga (HSADACAK)

Keywords

• Yoga mats
• Fitness accessories
• Balance ball chairs
• Wellness products
• Meditation cushions

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Product Sales: Gaiam generates revenue through the sale of physical wellness products including yoga mats, balance ball chairs, fitness equipment, meditation accessories, and recovery products. Products are sold through their e-commerce platform and marketplace channels with one-time purchase pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Gaiam designs, manufactures, and sells a comprehensive portfolio of yoga, fitness, active sitting, recovery, and meditation products — including yoga mats, balance ball chairs, foam rollers, resistance bands, hand weights, massage tools, meditation cushions, and kids' wellness lines. Products are sold primarily direct-to-consumer through the Gaiam.com Shopify e-commerce site and the Amazon marketplace, targeting individual wellness practitioners globally.

Product overview

Gaiam is a wellness company offering a comprehensive portfolio of yoga, fitness, meditation, and active sitting products. The core offerings include yoga mats (2mm-10mm thickness, various materials including PVC, TPE, Jute, in Performance, Premium, and Classic lines), yoga props and accessories (blocks, straps, bolsters, towels), and balance ball chairs for active sitting and ergonomic support. The company serves practitioners from beginners to advanced through products like the Performance Dry-Grip Yoga Mat for hot yoga and the Classic Balance Ball Chair for office ergonomics. Recovery and wellness products include foam rollers, back care items, massage tools, and hot/cold therapy products. The Restore line provides resistance bands and stretching tools, while Gaiam Relax offers aromatherapy and relaxation accessories. The brand also offers dedicated Kids lines for yoga and active development, and meditation seating including cushions and chairs.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Mats Yoga mats in thicknesses from 2mm to 10mm and materials including PVC, TPE, jute, and latex-free options, offered in Performance, Premium, and Classic lines with styles such as Printed, Solid Color, Metallic, and Reversible; sizes include Standard, Kids, and Longer/Wider.
• Yoga Towels Non-slip yoga towels with wicking technology for hot yoga, Pilates, and general fitness, including Yoga Mat Towel, Yoga Hand Towel, Stay-Put Yoga Towel, and Grippy Yoga Mat Towel.
• Yoga Props and Accessories Yoga blocks (EVA foam, cork, printed, tri-color, marbled), straps (6ft, 8ft, cotton), bolsters, slings, wedges, knee pads, mat wash, and yoga socks/gloves for yoga practitioners.
• Balance Ball Chairs Active-sitting chairs using balance balls for ergonomic support and core strengthening, including the Classic Balance Ball Chair with back support, Backless Classic, Ultimate Balance Ball Chair, High-Rise Balance Ball Stool, and Kids Classic Balance Ball Chair.
• Active Standing Products Products for active standing desks including the Evolve Balance Board for standing desk use, balance boards, and standing mats to relieve joint pressure and stimulate blood flow.
• Balance Balls Exercise and yoga balance balls available in 45cm, 52cm, 55cm, 65cm, and 75cm sizes, including the Total Body Balance Ball Kit, Kids Peanut Ball, Kids 45cm Balance Ball, and replacement chair balls.
• Balance Discs Inflatable wobble cushions and balance discs for core stability and active sitting, including the 16-inch Balance Disc and Kids Balance Cushion Jr.
• Strength Training Equipment Hand weights and strength training gear including Neoprene Hand Weights (3–15 lbs), ankle weights (5 lb set), walking weights (2 lb and 4 lb), Easy-Adjust Hand Grip, Core Sliding Discs, and Home Gym Kit.
• Resistance Training Products Rubber resistance training equipment including the Resistance Cord and Door Attachment Kit, Restore Strength and Flexibility Kit, Mini Band Kit, Loop Band Kit, 3-in-1 Resistance Band Kit, Hip Bands, and Resistance Training Bands 3-Pack.
• Athletic Performance Products Cardio and athletic performance equipment including the Adjustable Speed Rope and Weighted Jump Rope for cardio workouts.
• Foam Rollers Muscle massage rollers for myofascial release and recovery, including the Restore Total Body Foam Roller (36 inches), Muscle Therapy Foam Roller (18 inches), Marbled Foam Roller (18 inches), Compact Foam Roller, and Restore Textured Foam Roller.
• Back Care Products Deep tissue and back relief products including the Gaiam Relax Neck and Shoulder Wrap, Dual Zone Back Roller, Hot and Cold Therapy Kit, Posture Corrector, Neoprene Posture Corrector, Pressure Point Massager, Total Body Massage Roller, Hand Held Massager, Lower Back Wrap, Mini Pinpoint Massager, and Stretch and Massage Kit.
• Foot and Hand Care Products Massage and therapy tools for feet and hands including the Restore Ultimate Foot Massager, Hand Therapy Kit, Hot and Cold Foot Roller, Dual Finger Massager, and Restore Vibrating Foot Roller.
• Massage Products Total body massage tools including the Hot and Cold Neck Cradle, Cold Therapy Roller Ball, Relax At Ease Total Body Massager, Cold Therapy Massage Roller, and Dual-Sided Leg Massager.
• Pilates Equipment Pilates workout equipment including the Pilates Ring with two handles and socks and gloves for grip during Pilates and barre workouts.
• Meditation Seating Meditation cushions, pillows, and seating including the Zafu Meditation Cushion and meditation chairs and rattan furniture for comfortable meditation practice.
• Gaiam Relax Collection Relaxation and rejuvenation products including hot and cold therapy items, massage tools, eye pillows, and aromatherapy accessories for mind-body wellness.
• Kids Yoga Products Yoga mats, balance balls, and active sitting equipment designed for children including the Kids Blue Rocket Yoga Mat (4mm), Kids Twinkle Toes Yoga Mat (3mm), Kids Chomper Yoga Mat (3mm), Kids Ballerina Yoga Mat (3mm), Kids Hopscotch Yoga Mat (3mm), and Kids Classic Balance Ball Chair.
• Yoga Mat Bags and Holders Yoga mat carriers, slings, and bags for transporting yoga mats, including a Running Arm Band for carrying devices during workouts.

Quantifiable outcome

• Studies show people who sit on a balance ball vs. a regular chair burn about 6% more calories per hour

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Dr. Randy WeinzoffminorStrategic or Co-development PartnerChiropractic pioneer Dr. Randy Weinzoff collaborated with Gaiam to develop the Balance Ball Chair, providing ergonomic design expertise and consultation for the chair's active sitting benefits.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Gaiam
• Facebookfacebook.com/GaiamCA

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gaiam