What Yogamatters does

Yogamatters is a UK-based direct-to-consumer e-commerce retailer specializing in yoga equipment, apparel, and wellness products, founded in 1996 and headquartered in the UK with international reach across the US, France, and Ireland. Its core catalog centers on a range of yoga mats — including Sticky, Eco Flow, Eco Everyday, Aqua Evolve, Eco Rise, Eco Cork, Signature Studio, Ultra Lightweight, Eco Travel, and Wellness variants — manufactured with proprietary eco-friendly material technologies such as sustainably harvested natural tree rubber, cork from Oak trees, algae-based EVA foam, and recycled inputs. Several mats carry Global Recycling Standard certification and the Aqua Evolve line delivers quantified environmental outcomes (64 litres of cleaned water and 40 cubic metres of clean air per mat). The product surface extends beyond mats into yoga props (bolsters, blocks, blankets, straps, swings), third-party activewear brands (Varley, Girlfriend Collective, Urban Goddess), meditation equipment, natural beauty, health and wellbeing items, and a curated yoga book collection organized by style and subject.

Yogamatters operates a horizontal segmentation strategy serving individual yoga practitioners (primary), yoga studios and teachers (primary), beginners, travelers, male yogis, and eco-conscious consumers. Revenue is generated through two main channels: retail product sales via the yogamatters.com storefront with multi-currency support (USD, EUR, GBP), free UK delivery over £75, and 30-day returns; and a wholesale/bulk channel offering discount mat bundles (boxes of 4 to 12) to studio owners, corporate wellness programs, and event organizers. Pricing is purely transactional with no subscription layer, ranging from $30 for accessories up to $260 for premium third-party mats like the Manduka PRO. Starter kits bundle mats with props for beginner acquisition at $81–$175.

The company maintains a community-led marketing posture anchored on 30 years of continuous trading, with an editorial blog ("Our Journal"), yoga mat buying guides, a newsletter offering 10% off first orders, and online community classes including 30th anniversary in-person events. Leadership data is thin, with only two disclosed team members: a commercial director and a production manager. There is no evidence of external venture or growth equity funding, no acquisitions, no disclosed partnerships, no patents, and no AI or machine learning capabilities within the product or operations stack.

Name

Yogamatters

Legal name

Yogamatters

Website

https://yogamatters.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Yogamatters is a UK-based e-commerce retailer founded in 1996 that sells yoga mats, props, apparel, and wellness products directly to consumers and wholesale to yoga studios worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: Direct consumer sales of yoga mats, props, clothing, books, and wellness products through the e-commerce website. One-time purchase model with individual product pricing ranging from approximately $25 to $260.
2. Wholesale/Bulk Orders: Bulk purchasing for yoga studio owners, corporate businesses, and event organizers. Mats available in boxes of 4 to 12 for convenient purchasing at discounted wholesale prices.
3. Gift Cards: Digital gift cards available for purchase, allowing customers to gift yoga products to others.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Yogamatters is an e-commerce retailer specializing in yoga mats, props, clothing, books, meditation equipment, and wellness products. The company sells its own branded line of yoga mats (Sticky, Eco Flow, Aqua Evolve, Eco Cork, etc.) alongside third-party brands such as Manduka, Jade, Varley, and Girlfriend Collective. It also operates a wholesale/bulk program supplying yoga studios, teachers, and corporate buyers.

Product overview

Yogamatters is an e-commerce retailer specializing in yoga and wellness products. The core offering centers on yoga mats available in multiple variants (Sticky, Eco Flow, Eco Everyday, Aqua Evolve, Eco Rise, Eco Cork, Signature Studio, Ultra Lightweight, Eco Travel, and Wellness), complemented by yoga props and accessories (bolsters, blocks, belts, blankets, eye pillows, ropes, swings). The company also offers yoga clothing from third-party brands (Varley, Girlfriend Collective, Urban Goddess), meditation equipment, health and wellbeing products, natural beauty items, yoga books organized by style and subject, and gift items. Starter kits bundle mats with essential props for beginners, while wholesale bulk options serve yoga studio owners. Established in 1996, the business operates primarily as an online retailer with free UK delivery on orders over £75.

Differentiator

Problem solved

Functional benefit

Products and services

• Yogamatters Sticky Yoga Mat Bestselling yoga mat trusted by yoga studios and teachers; 4.5mm cushioning, durable construction with grip that improves over time, available in multiple colours.
• Yogamatters Eco Flow Yoga Mat Performance yoga mat made from 100% sustainably harvested natural tree rubber with superior grip and natural colours inspired by nature.
• Yogamatters Eco Everyday Yoga Mat Yoga mat made from sustainably-harvested natural tree rubber and recycled materials with wave-like textured surface for superior grip and 4mm thickness.
• Yogamatters Aqua Evolve Yoga Mat Eco-friendly mat made from EVA foam and reclaimed algae; each mat returns 64 litres of cleaned water and generates 40 cubic metres of clean air. Vegan, lightweight at 750g, 5mm thickness.
• Yogamatters Eco Rise Yoga Mat Eco-friendly mat made from sustainably harvested natural tree rubber with cotton-blend mesh surface. Recyclable, biodegradable, and free from latex, chemicals and dyes.
• Yogamatters Eco Cork Yoga Mat Sustainable mat made from cork of Oak trees and natural rubber from sustainable rubber farms. Cork is naturally anti-bacterial and resistant to mildew; grip improves with sweat.
• Yogamatters Signature Studio Yoga Mat Professional studio mat made in Germany; 5.5mm thickness with unrivalled dry grip from first use. Closed cell structure blocks sweat, dirt and bacteria; reversible design for different styles.
• Yogamatters Ultra Lightweight Exercise Mat Multipurpose exercise mat made from NBR foam and post-production materials; 10mm thick with textured finish for grip in dry and wet conditions, containing antibacterial formula.
• Yogamatters Eco Travel Yoga Mat Super lightweight foldable travel mat at 750g and 1mm thick; made from sustainably harvested natural tree rubber, free from toxic chemicals. Functions as a hygienic layer on top of studio mats.
• Yogamatters Wellness Pilates Mat Versatile yoga and pilates mat made from 100% TPE; 8mm thick with reversible design offering choice of colour and texture for cushioning.
• Yogamatters Beginners Starter Yoga Kit Beginner-friendly kit bundling essential yoga equipment for new practitioners, made from eco-conscious materials with comfortable support.
• Yogamatters Beginners Eco Yoga Kit Eco-focused beginner yoga kit with sustainable materials bundling the basic essentials for yoga flows.
• Yogamatters Iyengar Yoga Kit Specialized yoga kit designed for Iyengar practice, containing props and equipment suited for this precise yoga style.
• Yogamatters Travel Yoga Kit Portable yoga kit for travelers containing lightweight, foldable yoga equipment for practice on the go.
• Yoga Props & Accessories Supporting equipment for yoga practice including bolsters, blocks, bricks, chairs, wheels, blankets, eye pillows, sandbags, belts, ropes and swings.
• Yoga Clothing Yoga wear including women's and men's clothing, activewear, leggings, tops, and accessories from third-party brands such as Varley, Girlfriend Collective, and Urban Goddess.
• Meditation Equipment Meditation essentials including cushions, equipment, kits, and mala jewellery.
• Health & Wellbeing Products Wellbeing items including oral care, stress relief, natural deodorant, women's health products, tea, essential oils, sleep aids, and herbal supplements.
• Beauty & Bath Products Natural beauty products including bath and body items, skincare, and natural soaps.
• Yoga Books Yoga books organized by style (Iyengar, Hatha, Ashtanga, Yin) and subject (beginners, anatomy, philosophy, pranayama, teaching resources).
• Yogamatters The Grippy Yoga Mat Towel Non-slip yoga mat towel for hot yoga sessions, providing optimum stability and comfort with an absorbent layer for enhanced grip.
• Yoga Mat Bags & Accessories Mat bags, straps, kit bags, and cleaners for yoga mat care and transportation.

Quantifiable outcome

• 64 litres of cleaned water returned to local habitat and 40 cubic metres of clean air generated per Aqua Evolve mat produced
• +1 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/yogamatters
• LinkedInlinkedin.com/company/yogamatters

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Yogamatters