What Yoga Journal does

Yoga Journal is a digital media brand focused on yoga education and wellness content, operating as a wholly controlled brand within Outside Inc., a US-based outdoor and wellness media company. Its core product is the Yoga Journal website (yogajournal.com), which delivers an editorial mix of pose tutorials, sequences, philosophy, meditation, astrology, teacher-training resources, and lifestyle content authored by a network of established yoga practitioners. Supporting products include an A–Z Pose Library and Pose Finder, a video content library, Yoga-for-Athletes and Yoga-for-Beginners tracks, a Meditation Hub, an Astrology section, and a Yoga Deals affiliate-commerce aggregator featuring partnerships with retailers such as REI and Backcountry.com.

The underlying technology is a content management and digital publishing platform rather than a software product; the platform integrates with the broader Outside Inc. app ecosystem (Outside App, Outside TV, Gaia GPS, Trailforks) and supports activity-sharing integrations with fitness hardware vendors (Garmin, Suunto, Wahoo, Fitbit, Coros, Xoss) and MapMy apps. Distribution is primarily direct-to-consumer via website and the Outside mobile apps, reaching a global audience.

Yoga Journal monetizes through two primary streams: (1) the Outside+ subscription membership — marketed with a 20% introductory offer — which provides exclusive sequences, members-only content, and access to 8,000+ healthy recipes across the Outside portfolio, and (2) affiliate referral commissions on yoga apparel and accessory purchases routed through the deals section. The audience is segmented horizontally into yoga practitioners (primary), yoga teachers, and broader wellness enthusiasts, with no enterprise or B2B customer base indicated in the source data.

Name

Yoga Journal

Legal name

Yoga Journal

Website

https://yogajournal.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Wellness and Yoga Media

NAICS

Information (51)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industry

Yoga Nidra & Deep Relaxation Practices (HSADAJAE)

Keywords

• Yoga wellness content
• Mindfulness media
• Yoga instruction
• Wellness subscription
• Active lifestyle publishing

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Outside+ Subscription: Premium subscription membership offering exclusive yoga sequences, members-only content, and access to 8,000+ healthy recipes. Marketed with special introductory offers including 20% discount.
2. Affiliate Marketing: Earns affiliate commissions when readers purchase yoga apparel and accessories through tracked links to retailers like REI and Backcountry.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Yoga Journal is a digital media platform that provides yoga, mindfulness, and wellness content, including instructional pose sequences, meditation guides, philosophy articles, astrology content, and lifestyle coverage. Content is delivered through its website, the Outside App, and the Outside TV App, and is accessible as part of the Outside+ membership subscription.

Product overview

Yoga Journal is a digital media platform and content aggregator providing comprehensive yoga education and lifestyle content. The core offering includes the Yoga Journal Website featuring an extensive Pose Library, Pose Finder, and Yoga Sequences organized by anatomy, style, and benefit. The platform operates under the Outside+ subscription model providing exclusive sequences and 8,000+ recipes. Content spans multiple verticals including a Meditation Hub, Foundations (Yoga 101) covering philosophy and history, Lifestyle content with Ayurveda and travel, and an Astrology section. The platform integrates with the broader Outside Apps ecosystem including Gaia GPS, Trailforks, Outside TV, and various fitness tracking devices. Additional offerings include a Deals aggregator for yoga apparel and accessories, Yoga Teacher Training resources, and Yoga for Athletes programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Journal website and editorial content Online yoga publication providing editorial articles, pose tutorials, sequence guides, philosophy essays, meditation content, and lifestyle features for yoga practitioners and wellness enthusiasts.
• Outside+ Membership Paid subscription membership providing access to Yoga Journal premium content plus content from Outside Inc.'s portfolio of outdoor and wellness brands via the Outside App and Outside TV App.
• Yoga Journal newsletter Email newsletter subscription service delivering curated yoga instruction, wellness content, and editorial updates to subscribers' inboxes.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

One partnership is on record.

• Outside (Parent Company)coreOthersYoga Journal is powered by Outside, a comprehensive outdoor media company. The publication operates within the Outside ecosystem alongside other major brands including Gaia GPS, Trailforks, Outside TV, and Outside magazine. Outside+ membership provides cross-platform access to Yoga Journal content along with other Outside publications and 8,000+ recipes.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Greatist: Health and wellness digital media brand covering fitness, yoga, and mindfulness. Comparable editorial content model targeting similar practitioner and enthusiast segments.
• Yoga International: Subscription-based yoga content platform offering classes, sequences, philosophy, and teacher training. Closest direct comparable to Yoga Journal as a paid digital yoga media brand competing for the same practitioner subscriber.
• Gaia: Subscription streaming service offering yoga, meditation, wellness, and conscious-living content. Directly competes for the same yoga/wellness subscriber wallet with a similar video-led model.
• mindbodygreen: Wellness content media brand covering yoga, mindfulness, nutrition, and movement. Closely comparable editorial model targeting the same yoga/wellness enthusiast audience.
• Well+Good: Digital wellness media brand covering fitness, yoga, nutrition, and lifestyle. Comparable content-led monetization (advertising, affiliate, newsletter) targeting wellness consumers.

Broad incumbents

• Headspace: Subscription meditation and mindfulness app with broad enterprise and consumer reach. Incumbent in the adjacent mindfulness subscription category competing for similar share-of-wallet.
• Calm: Subscription meditation and wellness app with broad mainstream reach. Adjacent incumbent competing for the same consumer wellness subscription dollars, though narrower on yoga.
• Shape: Established fitness and wellness media brand with editorial coverage of yoga. Comparable digital media model though broader (general fitness) versus Yoga Journal's yoga focus.
• Women's Health: Mainstream wellness and fitness media brand with yoga coverage. Comparable editorial/advertising/affiliate monetization model targeting overlapping wellness audiences.

Emerging players

• Insight Timer: Free and subscription meditation, yoga, and wellness app with a large community of teachers. Comparable intersection of yoga content, meditation, and online community targeting practitioners.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/yogajournal
• Instagraminstagram.com/yogajournal
• Xx.com/Yoga_Journal
• LinkedInlinkedin.com/company/yoga-journal

Revenue estimate

Valuation estimate

Number of profiles

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 Journal