Yoga Moves

What Yoga Moves does

Yoga Moves BV is a privately held, founder-owned multi-studio yoga and wellness operator headquartered in Utrecht, Netherlands, founded by Hilary Brown in 2004. The company runs five neighborhood studios in Utrecht — ONE (original multi-style flagship, opened 2004), HOT (infrared-heated hot yoga), HOT Central (second hot studio with Bikram-style classes), FLY (aerial yoga with treatment room for massage, opened 2020), and TERWIJDE (Leidsche Rijn district). Across the network it delivers in-studio and online classes spanning Vinyasa, Hatha, Hot, Aerial, Yin, Restorative, Somatics, Iyengar, and Ashtanga yoga, plus Pilates, massage therapy, single- and multi-day workshops, and retreats.

The company's core revenue streams are (i) one-time class cards and drop-in purchases, (ii) auto-renewing monthly, bi-annual, and annual unlimited subscriptions with minimum commitment terms, (iii) Yoga Alliance certified 200h, 300h, and specialized 50–80h teacher training programs (Vinyasa, Ashtanga, Yin, Hot Hatha, Hanna Somatics), (iv) workshops and events, (v) freelance massage bookings routed through Treatwell, and (vi) livestream and on-demand online classes and courses delivered via the Thinkific-powered yogamovesonline.com platform. Pricing for memberships ranges from €18 (Starters Card, 3 classes) to €799/year (Annual Unlimited), with a 20% discount across products offered for the 20th anniversary in 2024.

The technology backbone is built on third-party SaaS rather than proprietary systems: Bsport handles booking, membership management, and payments across all five locations with unified member access; the Yoga Moves native iOS and Android apps (Bsport-powered) enable mobile booking and push notifications; Treatwell powers massage booking; and Thinkific hosts online courses. Distribution is fully direct-to-consumer, supported by three segmented monthly email newsletters, a Squarespace-hosted blog publishing 20+ articles per month, and SEO-optimized neighborhood pages. The company is CRKBO registered (enabling VAT exemption on vocational training) and GDPR compliant, with no disclosed external funding, acquisitions, or parent company.

Name

Yoga Moves

Legal name

Yoga Moves BV

Website

https://yogamoves.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Yoga Moves BV is a privately held, founder-owned multi-studio yoga and wellness operator in Utrecht, Netherlands, running five neighborhood studios plus online classes, Pilates, massage, and Yoga Alliance certified teacher training programs, serving individual consumers and aspiring yoga teachers.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Aerial Yoga & Specialty Yoga Modalities (HSADACAH), Hot Yoga & Heated Pilates (HSADACAC), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Yoga studio services
• Yoga teacher training
• Group fitness classes
• Wellness studio
• Online yoga classes

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Cards and Drop-In Classes: Multi-use class cards (5, 8, 10, 20 classes) and single class purchases with expiration dates ranging from 1-6 months depending on card type
2. Monthly/Bi-Annual/Annual Subscriptions: Auto-renewing subscription memberships with preferential rates, minimum subscription periods required, converted to continuous indefinite agreements after minimum term expires
3. Teacher Training Programs: 200-hour and 300-hour Yoga Alliance certified teacher training programs with application process, deposits, installment payment plans available, and early-bird discounts
4. Workshops and Events: Single and multi-day workshops, intensives, retreats, and continuing education programs for yoga teachers and practitioners
5. Massage Services: Referral-based massage services through freelance therapists, with booking facilitated via Treatwell integration
6. Online Classes: Yoga Moves Online platform offering livestream and on-demand classes delivered via yogamovesonline.com

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Yoga Moves operates five neighborhood yoga studios in Utrecht, Netherlands, offering in-studio group classes across 10+ styles (Vinyasa, Hatha, Hot Yoga, Aerial, Yin, Restorative, Somatics, Iyengar, Ashtanga) plus Pilates and massage services. The company also delivers Yoga Alliance-certified teacher training programs (200hr and 300hr), specialty modules, workshops, retreats, and online livestream/on-demand classes, with reservations and memberships managed via the Bsport platform and a native mobile app.

Product overview

Yoga Moves is a multi-studio yoga studio network based in Utrecht, Netherlands, operating 5 distinct studio locations (ONE, HOT, HOT Central, FLY, TERWIJDE). The company offers a unified platform of yoga and wellness services comprising: in-studio and online yoga classes across multiple styles (Vinyasa, Hatha, Hot Yoga, Aerial, Yin, Restorative, Somatics, Iyengar, Ashtanga), Pilates, and massage services. Educational offerings include teacher training programs (Vinyasa 200h, Ashtanga 200h, Advanced Yoga 300h, plus specialized 50-80 hour modules for Yin, Hot Hatha, and Hanna Somatics), workshops ranging from single sessions to multi-day intensives, and retreats. The company distributes services through multiple channels: the Yoga Moves App (iOS/Android), Bsport booking system, Starters Cards (3-class intro at €18), Class Cards, and Monthly Subscriptions. The studios differentiate by specialization: ONE as the original multi-style flagship, HOT and HOT Central for heated practices, FLY for aerial yoga, and TERWIJDE for general neighborhood access. The 2024 20th anniversary of Yoga Moves ONE marked 20 years of operation since the founding in 2004.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Yoga Classes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Yoga AlliancecoreStrategic or Co-development PartnerYoga Moves teacher training programs are certified and recognized by Yoga Alliance (USA and internationally). Graduates can submit certificates to Yoga Alliance for membership and continuing education credits.
• CRKBO (Centraal Register Kort Beroepsonderwijs)coreStrategic or Co-development PartnerCRKBO certification is a requirement for VAT exemption in the Netherlands. Yoga Moves is registered with CRKBO, enabling training programs to be exempt from VAT (BTW).
• BsportcoreTechnology or IntegrationBsport provides the booking software system managing class visits, membership records, purchases, and remaining classes. Clients access their records via personal login on the Bsport platform.
• TreatwellminorChannel Partner/ Reseller/ DistributorTreatwell widget integration on Yoga Moves website enables direct booking of massage services with freelance massage therapists.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Delight Yoga: Amsterdam-based multi-style yoga studio chain offering a comparable mix of Vinyasa, Hatha, Yin, Ashtanga, and teacher training programs. Closest direct Dutch peer given overlapping style mix, training vertical, and premium positioning.
• Blue Yoga: Dutch yoga studio chain with multiple locations and a multi-style approach including hot yoga. Direct competitor in the multi-location Dutch yoga segment and a relevant comparable on operational scale.
• Hotpod Yoga: UK-based hot yoga franchise specializing in 37°C heated classes. Comparable on the hot yoga vertical specifically and on the franchise/multi-location expansion model that Yoga Moves could emulate.

Broad incumbents

• CorePower Yoga: Largest US hot yoga and teacher training chain. Comparable in combining multi-location hot yoga studios with a Yoga Alliance-accredited teacher training program and digital platform.
• Pure Yoga: International premium yoga chain with multiple locations and a broad style offering. Comparable as a benchmark for premium multi-location positioning, though operating in different geographies.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe. Comparable as a Dutch fitness incumbent increasingly adding yoga and mind-body classes to its standard membership.

Regional players

• Sky Yoga: Dutch yoga and aerial yoga concept with a brand identity centered on aerial/acro styles. Comparable to Yoga Moves FLY's aerial yoga positioning within the Dutch market.
• Iyengar Yoga Institut Nederland: Dutch specialized Iyengar yoga school offering structured instruction and teacher training. Comparable on the teacher training vertical and style-specific certification positioning in the Netherlands.

Emerging players

• MoreYoga: London-based multi-location yoga studio chain focused on accessibility and unlimited monthly memberships. Comparable on the multi-location subscription-driven business model.

Others

• Treatwell: Wellness booking marketplace used by Yoga Moves for massage referrals. Relevant as an ecosystem partner and a comparable platform for distributing adjacent wellness services in the Dutch market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/YogaMovesStudio
• Facebookfacebook.com/yogamovesutrecht

Compliance3 records

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&A

Investments

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

Frequently asked questions about Yoga Moves