Shiva Yoga

What Shiva Yoga does

Shiva Yoga is a privately-held wellness studio operating from a single flagship location at 1067 N Fairfax Ave in West Hollywood, California, founded by Garth Hewitt, a 500-hour E-RYT Yoga Alliance credentialed instructor with 25+ years of practice and 2,000+ hours of teacher training. The company delivers a multi-modal yoga and wellness platform combining 60+ weekly in-person classes, a library of 4,000+ on-demand pre-recorded classes, and simultaneous Zoom live-stream broadcasts of every in-person class, supported by add-on service verticals including one-on-one private lessons, massage therapy (30/60/90 minute sessions), infrared sauna, and 60-minute virtual nutrition counseling.

The underlying technology stack is commercial rather than proprietary at the infrastructure layer: WellnessLiving handles class scheduling, member management, and payments; Shopify powers e-commerce for gift cards and retail; Zoom delivers live-stream; and a branded on-demand video platform (app.heymarvelous.com/shiva-yoga-on-demand) hosts the content library. The proprietary IP layer sits in the methodology and brand rather than in technology — Hewitt created the Shiva Yoga style system with eight registered trademarks (Shiva Vinyasa®, Shiva Flow™, Shiva Power®, Shiva Deep™, Shiva Rest™, Shiva Breath™, Shiva Meditation®, and Shiva Yoga®) covering distinct branded class formats.

Revenue is generated through tiered monthly memberships priced $149–$199/month depending on commitment length (Gold Annual at $149, Gold at $159, Silver at $179, Bronze at $199), with Platinum and Double Platinum service add-ons offering 30% off massage, private lessons, and nutrition. Beyond memberships, the company monetizes through class packages, private lessons, massage therapy, nutrition counseling, infrared sauna, a 200-hour Yoga Alliance registered teacher training program, and international yoga retreats to seven-plus destinations (Bali, Peru/Machu Picchu, Greece/Amorgos, Costa Rica/Nosara, Galapagos, Tulum, Ojai) priced at $2,600–$3,400 per person for the Peru retreat. The company also operates Mama Kuka, a wholly-owned subsidiary producing yoga props (YogaSphere, Yogi Pro Kit). GTM is community-led, anchored by a free 2-week new-student trial, word-of-mouth referrals, founder-led earned media in Yoga Journal, Men's Health, and LA Yoga, and post-sale community events including satsang discussions, hiking club, and potluck dinners.

Name

Shiva Yoga

Legal name

Shiva Yoga Practice

Website

https://shivayogapractice.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Shiva Yoga is a West Hollywood wellness studio operating a multi-modal platform combining 60+ weekly in-person classes, a 4,000+ on-demand video library, Zoom live-stream classes, private lessons, massage, nutrition counseling, infrared sauna, 200-hour teacher training, and international retreats under a proprietary Shiva Yoga methodology for individual yoga practitioners.

Ownership category

akta.pro rank

Product category

Yoga Studio & Wellness Services

NAICS

Professional and Management Development Training (61143)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Guided Meditation Instruction (1:1 & Group) (HSADAJAA), Power Yoga & Athletic Yoga Conditioning (HSADACAG), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Yoga studio services
• Yoga teacher training
• Wellness center services
• Yoga retreat packages
• Online yoga classes

Headquarters

HQ city

West Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Memberships: Recurring monthly subscription providing unlimited access to in-person classes, live-stream classes, and on-demand library. Tiers include Gold ($159/month with perks), Silver, Bronze, and annual options.
2. Class Packages: Single class passes, 5-class packages, and 10-class packages with expiration periods. Allows pay-as-you-go access to classes.
3. Private Lessons: One-on-one private yoga lessons in dedicated private yoga rooms, available as single sessions or discounted 5/10-session packages.
4. Massage Therapy: 30, 60, and 90-minute massage therapy sessions offered as add-on services. Available individually or in discounted 5/10-session packages.
5. Nutrition Counseling: 60-minute virtual nutrition counseling sessions for health goals, long-term planning, and wellness integration. Available as single or packaged sessions.
6. Infrared Sauna: 30-minute infrared sauna sessions available as individual purchases, packages, or membership add-ons.
7. Teacher Training Programs: 200-hour Yoga Alliance registered teacher training programs offered in weekend and intensive (monthly) formats. Includes curriculum on yoga theory, asana breakdown, practice teaching, and philosophy.
8. Retreats: Yoga retreats to international destinations including Bali, Peru, Greece, Costa Rica, Galapagos, Tulum, and Ojai. Packages include accommodation, food, excursions, and yoga programming.
9. Gift Cards: Pre-paid gift cards for classes, private lessons, and other services. Sold through Shopify e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Shiva Yoga is a yoga studio and wellness center in West Hollywood offering 60+ weekly in-person and live-stream yoga classes, an on-demand library of 4,000+ classes, private lessons, massage therapy, infrared sauna, nutrition counseling, 200-hour Yoga Alliance–registered teacher training, and international yoga retreats. Its classes follow a proprietary Shiva Yoga methodology and branded formats such as Shiva Vinyasa, Shiva Flow, and Shiva Power. Revenue is anchored in recurring monthly memberships priced between $149 and $199, with class packages, private sessions, ancillary services, training tuition, and retreats as additional streams.

Product overview

Shiva Yoga is a yoga studio in West Hollywood, California operating as a unified service platform combining in-person classes, live-stream classes, and on-demand video content. The core offering consists of 60+ weekly in-person and live-stream classes plus 4000+ on-demand videos, supplemented by add-on services including private yoga lessons, massage therapy, infrared sauna sessions, and nutrition counseling. Membership-based pricing tiers (Bronze, Silver, Gold, Gold Annual, Platinum) provide access to classes with optional add-ons. Additional offerings include a 200hr Yoga Alliance Registered Teacher Training program and international yoga retreats. The company also offers retail gift cards, towel service, and hosts community events.

Differentiator

Problem solved

Functional benefit

Brands

• Mama Kuka: Yoga props company founded by Garth Hewitt, producing YogaSphere and Yogi Pro Kit and progressive yoga strap system
• Shiva Yoga Teacher Training
• Shiva Yoga Retreats

Products and services

• Monthly Yoga Memberships Recurring monthly subscription granting members access to the studio's full schedule of in-person and live-stream yoga classes and the on-demand class library. Priced in tiers ($149–$199/month) with annual options. Targeted at local and remote individuals who want a regular, flexible yoga practice.
• Class Packages Pre-paid bundles of yoga classes (such as 5- and 10-class packages) for individuals who want flexible, non-subscription access to the studio's classes.
• Drop-In / Single Yoga Class Single, pay-as-you-go yoga class purchase for individuals who want to attend a single session at the studio without committing to a membership or package.
• Live-Stream Yoga Classes Real-time online yoga classes streamed via Zoom that allow members and remote subscribers to participate live from home or while traveling, mirroring the in-studio schedule and formats.
• On-Demand Class Library Digital library of more than 4,000 recorded yoga classes available for streaming on demand, enabling members and digital subscribers to practice at any time.
• Private Yoga Lessons One-on-one personalized yoga instruction tailored to an individual's goals, schedule, and level, delivered by Shiva Yoga instructors.
• Massage Therapy Professional therapeutic massage sessions offered as an ancillary wellness service to complement the studio's yoga programming, booked through the WellnessLiving platform.
• Infrared Sauna Sessions Infrared sauna sessions sold as standalone wellness add-ons and bundled with yoga and massage offerings, supporting recovery and stress relief for members and walk-in clients.
• Nutrition Counseling One-on-one nutrition counseling services delivered by qualified nutritionists, complementing the studio's yoga and wellness programs for holistic health outcomes.
• 200-Hour Yoga Teacher Training Yoga Alliance–registered 200-hour teacher certification program that trains aspiring yoga instructors in the proprietary Shiva Yoga methodology and prepares graduates to become Registered Yoga Teachers (RYT-200).
• International Yoga Retreats Multi-day immersive yoga retreats held at international destinations, combining daily classes with accommodation, excursions, and cultural experiences for members and outside participants.
• Yoga Workshops Specialty, themed yoga workshops focused on specific techniques, intensives, or topics, sold as standalone ticketed events for members and the broader yoga community.
• Community Events Studio-hosted community gatherings and events designed to build brand affinity and introduce new audiences to the Shiva Yoga community.
• Gift Cards Gift cards sold through the studio's Shopify e-commerce storefront, redeemable for classes, memberships, services, and merchandise across the Shiva Yoga offering.

Quantifiable outcome

• 60+ weekly class offerings across in-person and live-stream formats
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Inscape: Boutique meditation and wellness studio with premium memberships and immersive classes; competes for the same high-end West Hollywood/L.A. wellness consumer.
• Alo Yoga (Move with Alo): Athleisure brand with growing yoga content platform and wellness experiences; overlaps in premium yoga consumer and digital/on-demand content category.

Direct peers

• YogaGlo (Glo): Subscription on-demand yoga, meditation, and Pilates platform with extensive class library; directly competes with Shiva Yoga's 4000+ on-demand content offering.
• YogaWorks: Multi-location yoga studio chain offering memberships, private lessons, and teacher training; direct competitor for premium yoga members in Los Angeles and beyond.
• CorePower Yoga: Large national yoga chain with tiered unlimited memberships, on-demand content, and teacher training; competes for the same premium segment with stronger brand recognition.
• Y7 Studio: Boutique yoga studio with branded proprietary class formats, premium positioning, and urban footprint; closely mirrors Shiva Yoga's branded-style, premium-tier model.
• Pure Yoga: Premium urban yoga studio chain with signature classes, teacher training, and international locations; directly comparable premium positioning and methodology-led model.
• Exhale (Bamford Wellness): Yoga, barre, and spa studio with combined fitness and recovery services (massage, sauna); founder taught at predecessor Exhale in Venice, making it a close operational and conceptual match.
• Wanderlust: Yoga festival and retreat operator offering international yoga retreats and teacher training; directly comparable to Shiva Yoga's retreat business model.

Broad incumbents

• Equinox (Yoga & Wellness): Luxury fitness club offering yoga classes, spa services, and personal training as part of a broader premium wellness membership; founder Garth Hewitt previously led training at Equinox.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/shivayogacenter
• YouTubeyoutube.com/channel/UCIhwq1N70ZIbC9UQRQ5KgnQ
• Instagraminstagram.com/shivayogapractice
• Facebookfacebook.com/shivayogapractice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Shiva Yoga