Urban Flow
Urban Flow (legal name: Rusty Wells; DBA: Bhakti Flow Yoga) is a private yoga instruction business delivering devotional vinyasa classes through subscription memberships, teacher training, and international retreats, serving individual yoga practitioners globally via Momence and Zoom.
- Company typePrivate
- Founded2009
- HeadquartersJacksonville, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What Urban Flow does
Urban Flow, operating under the legal name Rusty Wells and the doing-business-as names Bhakti Flow Yoga and Pure Heart of Yoga Teacher Training, is a private yoga instruction business founded in 2009 and run by founder-teacher Rusty Wells (also known as Gopa). The company delivers Bhakti Flow Yoga — a non-sectarian devotional vinyasa practice combining physical yoga with music, chanting, and heart-centered spiritual teachings — through a multi-channel model spanning live online classes held three days per week, a 500+ hour on-demand video library, a 30-hour teacher certification program, periodic international retreats, and in-person workshops. The business previously operated a physical studio in San Francisco that has since closed, and has since pivoted to a primarily digital delivery model serving yoga practitioners across the US and internationally.
The underlying platform is built entirely on third-party infrastructure rather than proprietary technology: Squarespace hosts the marketing website (rustywells.com), Momence handles membership management, billing, and video-on-demand delivery, and Zoom powers live online classes. Core products include three monthly subscription tiers (All Access, All Videos, and Yoga My Love), a one-time teacher training program (Pure Heart of Yoga Teacher Training, available in-person or via distance learning), and retreat events such as the Viva Yoga Retreat in San Miguel de Allende, Mexico. A 2015 Shambhala/Random House book, "Bhakti Flow Yoga: A Training Guide for Practice and Life," extends the brand into published media. Sliding scale pricing and limited scholarships are offered for live online classes to broaden accessibility.
Revenue is generated through three streams: monthly recurring membership subscriptions (the primary stream), one-time payments for teacher training, and one-time retreat fees. The customer base consists entirely of individual consumers — yoga practitioners of all levels, aspiring teachers, and retreat seekers — distributed across multiple US geographies (San Francisco, New York, Hawaii, Alabama, Madison) and at least one international market (Sweden). Marketing relies on the Squarespace website, an email newsletter signup, an Instagram presence (@rustywells), and organic community referrals rather than paid acquisition. The business is a sole proprietorship with no disclosed external investment, no institutional ownership, no headcount data, and no partnerships beyond the core Momence technology integration.
Urban Flow firmographics
Firmographics- Name
- Urban Flow
- Legal name
- Rusty Wells
- Website
- https://rustywells.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Short description
- Urban Flow (legal name: Rusty Wells; DBA: Bhakti Flow Yoga) is a private yoga instruction business delivering devotional vinyasa classes through subscription memberships, teacher training, and international retreats, serving individual yoga practitioners globally via Momence and Zoom.
- Ownership category
- akta.pro rank
Urban Flow industry classification
Industry- Product category
- Yoga Instruction Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
- akta.pro secondary industries
- Online/Remote Personal Training & Programming (HSADAAAM), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)
Keywords
Where Urban Flow is headquartered
LocationHeadquarters
- HQ city
- Jacksonville
- HQ country
- United States
- HQ region
- North America
Markets served
Urban Flow business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain, Others
Revenue model
- Membership Subscriptions: Monthly recurring subscription revenue from three tiered membership options: All Access (live classes + video library), All Videos (video-only), and Yoga My Love (30-min vintage videos). Managed through Momence platform.
- Teacher Training Programs: One-time payment for 30-hour Bhakti Flow Yoga teacher training program offered in-person and online. Contact-based enrollment via email.
- Yoga Retreats: Periodic retreat events such as Viva Yoga Retreat in San Miguel de Allende, Mexico, providing multi-day immersive experiences with accommodation and activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All Access - Full membership with live Zoom classes and video library |
| Subscription | Monthly | All Videos - Video library only without live classes |
| Subscription | Monthly | Yoga My Love (YML) - Daily short practice videos |
| Other | Monthly | Live Online Classes - Sliding scale pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
Urban Flow product offering
Product offeringCore offering
Urban Flow (legal entity: Rusty Wells) operates a multi-channel yoga instruction business teaching the proprietary Bhakti Flow Yoga method. It sells tiered online membership subscriptions providing on-demand video library access (500+ classes) and live Zoom classes, a 30-hour teacher training certification program, periodic international yoga retreats, and in-person workshops led by founder Rusty Wells.
Product overview
Rusty Wells operates Bhakti Flow Yoga as a multi-channel yoga instruction business offering both digital and in-person experiences. The core offering is Bhakti Flow Yoga - a non-sectarian devotional vinyasa practice. Digital products include three membership tiers (All Access, All Videos, and Yoga My Love) providing on-demand video libraries of 500+ classes and live Zoom sessions. Educational offerings include a 30-hour Pure Heart of Yoga Teacher Training (available in-person and online) and a Mexico yoga retreat. In-person services include workshops and events. Rusty Wells is also the author of a published book 'Bhakti Flow Yoga: A Training Guide for Practice and Life.' The business also utilizes Momence (a third-party platform) for membership management and course delivery.
Differentiator
Problem solved
Functional benefit
Brands
- All Access: Membership tier including 350+ ZOOM recorded classes, 140+ thirty-minute Bhakti Flow yoga classes, specialty classes, daily core ab series, and all live Zoom classes.
- All Videos
- Yoga My Love (YML)
Products and services
- Bhakti Flow Memberships Tiered monthly subscription membership offering access to 500+ on-demand yoga class videos and live Zoom classes. Available in three tiers: All Access (live classes plus full video library), All Videos (video library only, no live classes), and Yoga My Love (daily short practice vintage videos). For yoga practitioners of all levels seeking a home practice.
- Pure Heart of Yoga Teacher Training A 30-hour yoga teacher training program covering vinyasa practice, teaching focus, practice teaching, chanting, pranayama, guided meditation, and daily reflections. Available in-person or via online distance learning. For aspiring yoga teachers seeking certification in the Bhakti Flow method.
- Viva Yoga Retreat A 5-night all-inclusive immersive yoga retreat combining daily yoga classes, activities, and excursions in international destinations. For practitioners seeking intensive practice immersion combined with travel.
- Live Online Yoga Classes Scheduled live Bhakti Flow yoga classes held three days per week via Zoom, available on a sliding scale pricing basis with limited scholarships upon request. For individual practitioners seeking real-time instruction and community connection.
- In-Person Workshops and Events Periodic in-person workshops and events led by Rusty Wells designed to deepen yoga practice and refine teaching skills. For practitioners and teachers seeking community-focused immersive experiences.
- Bhakti Flow Yoga: A Training Guide for Practice and Life (Book) Published book authored by Rusty Wells (Gopa) serving as a comprehensive training guide for Bhakti Flow yoga practice and life, published by Shambhala/Random House.
Companies that use Urban Flow
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Urban Flow technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Urban Flow partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MomencecoreMomence platform serves as the membership management and class delivery infrastructure for Rusty Wells' online offerings. All three membership tiers (All Access, All Videos, Yoga My Love) are processed and delivered through Momence, providing video-on-demand access and live class links to subscribers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Urban Flow competitors and assessment
Company assessmentDirect peers
- YogaGlo (now Glo) — note direct duplication handled above: Subsumed in Glo entry above.
- Glo: Glo is a subscription-based online yoga and meditation platform offering on-demand classes and live sessions, directly comparable to Rusty Wells' digital membership model. Both serve individual practitioners seeking structured yoga content at home, though Glo employs a multi-instructor roster.
- Alo Moves: Alo Moves is Alo Yoga's digital fitness and yoga platform offering streaming classes and structured programs. It competes head-to-head with Rusty Wells' All Access membership for the same consumer segment of yoga practitioners seeking online instruction.
- Yoga International: Yoga International is a subscription-based online yoga platform offering classes, courses, and teacher training content. It is comparable to Rusty Wells' membership and teacher training offerings, both targeting dedicated practitioners seeking depth in their practice.
- Down Dog: Down Dog is a yoga and fitness app that generates procedurally varied classes on demand. It competes with Rusty Wells' online class library for the same consumer segment seeking flexible at-home yoga practice at a subscription price point.
- Wanderlust: Wanderlust is a yoga-focused events and retreat company that hosts festivals and immersive yoga experiences. Comparable to Rusty Wells' retreat offerings (e.g., Viva Yoga Retreat in Mexico), both serving retreat-seekers who want travel-based yoga experiences.
Broad incumbents
- CorePower Yoga: CorePower Yoga is a large yoga studio chain with an online class extension. Comparable to Rusty Wells as a yoga instruction brand, though CorePower operates a physical-first model with many instructors rather than a single-teacher digital subscription.
- Peloton: Peloton is a broad fitness content platform offering yoga, strength, and other modalities via subscription. Its yoga library is a competitor to Rusty Wells' digital memberships, though Peloton operates at vastly larger scale with multi-instructor content.
Emerging players
- Gaia: Gaia is a streaming platform offering yoga, meditation, and spiritual content. It overlaps with Rusty Wells' devotional, spiritually-oriented Bhakti Flow content for consumers seeking heart-centered and philosophical practice.
- Asana Rebel: Asana Rebel is a yoga-inspired fitness app offering structured programs and challenges. It is comparable to Rusty Wells' subscription model for users seeking yoga-based fitness content, though positioned more toward fitness outcomes than devotional practice.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Urban Flow social profiles
Digital presenceUrban Flow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Flow leadership team
Management profileNumber of profiles
Profiles1 record
Urban Flow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Flow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urban Flow
What does Urban Flow do?
Urban Flow (legal entity: Rusty Wells) operates a multi-channel yoga instruction business teaching the proprietary Bhakti Flow Yoga method. It sells tiered online membership subscriptions providing on-demand video library access (500+ classes) and live Zoom classes, a 30-hour teacher training certification program, periodic international yoga retreats, and in-person workshops led by founder Rusty Wells.
Is Urban Flow a public or private company?
Urban Flow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Urban Flow founded?
Urban Flow was founded in 2009.
Where is Urban Flow based?
Urban Flow is headquartered in Jacksonville, United States, in the North America region.
How does Urban Flow make money?
Three revenue lines are on record. Membership Subscriptions are the primary driver. The others are teacher Training Programs and yoga Retreats.
Who are Urban Flow's main competitors?
Direct peers on record are YogaGlo (now Glo) — note direct duplication handled above, Glo, Alo Moves, Yoga International, Down Dog and Wanderlust. Broad incumbents are CorePower Yoga and Peloton. Emerging players are Gaia and Asana Rebel.
Does Urban Flow have an API?
No public API is recorded for Urban Flow.
What industry is Urban Flow in?
Urban Flow's product category is Yoga Instruction Services. Its primary akta.pro industry code is HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow), with a secondary code of HSADAAAM, Online/Remote Personal Training & Programming. Its NAICS code is 71394 and its SIC code is 7990.