Happy with Yoga

What Happy with Yoga does

Happy with Yoga (legal entity Happy with Yoga B.V., KVK 85947695) is an online yoga and wellness platform headquartered in Schiedam, Netherlands, serving Dutch- and Flemish-speaking yoga practitioners in the Netherlands and Belgium. Founded in 2014 by co-owners Melanie Poldervaart and Rolf van Baalen — both E-RYT500 and YACEP certified instructors with 1,500+ hours of training each — the company operates a multi-product digital ecosystem anchored by two flagship platforms: the Practice Platform (practice.happywithyoga.com), a subscription-based on-demand video studio marketed as the 'Netflix van Yoga' (monthly €12.50, quarterly €35, annual €120, two-week cancellation notice); and the HWY Academy (academy.happywithyoga.com), an online course marketplace selling deep-dive one-time purchases including Yoga Nidra, Reis door de Chakra's, Mindfulness voor het Dagelijkse Leven, and Discover your Dharma. A separate beginner-focused platform, yogavoorbeginners.com, hosts the Yoga Stap voor Stap flagship course to acquire new practitioners.

The underlying technology stack is deliberately built on commodity third-party services rather than proprietary infrastructure: video content is delivered via Vimeo's CDN, subscription billing and affiliate payouts are processed by Paypro B.V., email marketing automation runs on ConvertKit, the physical-product webshop (shop.happywithyoga.com) is Shopify-powered, and hosting is provided by Antagonist. There is no proprietary mobile app as of the data capture date; all product access is browser-based. The company has additionally produced 900+ SEO-oriented blog articles on yoga, meditation, mindfulness, and lifestyle topics, alongside free lead-magnet assets (Yoga Handleiding, 30-Day Morning Yoga Challenge, 7-Day Yoga and Mindfulness Challenges, webinars) used to capture email addresses via ConvertKit.

The business model combines five revenue streams: (1) recurring Practice Platform subscriptions; (2) one-time Academy course purchases with a 30-day money-back guarantee; (3) physical-product retail via the Shopify webshop (PostNL shipping, 14-day return, 21% VAT); (4) in-person workshops across NL and BE plus weekend and week-long retreats domestically and abroad (Portugal cited), requiring a €300 non-refundable deposit; and (5) a commission-based affiliate program (VIP tier included) managed through Paypro. Bootstrapped and founder-owned with 1-10 employees, the company positions itself as one of the largest yoga platforms in the Netherlands and Belgium, evidenced by 4.9/5 Google reviews across 185+ reviewers and tens of thousands of social-media followers.

Name

Happy with Yoga

Legal name

Happy with Yoga B.V.

Website

https://happywithyoga.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Happy with Yoga is a Dutch online yoga and wellness platform serving practitioners in the Netherlands and Belgium via a subscription-based video streaming service, deep-dive online courses, a webshop, and in-person workshops and retreats, founded by two E-RYT500 certified instructors.

Ownership category

akta.pro rank

Product category

Online Yoga Education

NAICS

Fitness and Recreational Sports Centers (71394), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

Keywords

• Online yoga platform
• Yoga video subscription
• Meditation and mindfulness courses
• Yoga teacher resources
• Wellness video library

Headquarters

HQ city

Maassluis

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Practice Platform Subscriptions: Recurring subscription memberships (monthly, quarterly, annual) granting unlimited access to the Practice platform video library. Cancellation with two-week notice period. One-time individual course purchases are not available on the Practice platform — membership required.
2. Academy Courses (One-time purchases): Deep-dive online courses (e.g., Yoga Stap voor Stap, Yoga Nidra, Mindfulness, Discover your Dharma, Reis door de chakra's) sold as one-time purchases on the HWY Academy platform. 30-day money-back guarantee applies.
3. Webshop (Physical products): Physical yoga-related products sold via the Happy with Yoga webshop (shop.happywithyoga.com), shipped via PostNL. Includes 14-day return policy.
4. Workshops, Retreats & Events: Offline yoga workshops across the Netherlands and Belgium, plus weekend and week-long yoga retreats in the Netherlands and abroad, sold as one-time ticket purchases.
5. Affiliate Program: Commission-based affiliate program where partners promote online courses via unique URLs and earn commissions per conversion. Managed through Paypro B.V.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Happy with Yoga operates a subscription-based online yoga and meditation video platform (the Practice Platform, 'Netflix van Yoga') offering unlimited access to hundreds of pre-recorded yoga, meditation, breathwork, and mindfulness lessons. Alongside it, the HWY Academy sells deep-dive structured courses (Yoga Nidra, Chakra journeys, Mindfulness, Discover your Dharma) as one-time purchases, and the company runs in-person workshops and retreats across the Netherlands and Belgium, plus a webshop for physical yoga merchandise.

Product overview

Happy with Yoga operates a multi-platform online yoga and wellness business built around two core digital products: the Practice Platform (comparable to a 'Netflix van Yoga') — a subscription-based online video studio offering unlimited access to hundreds of pre-recorded yoga, meditation, breathwork, and mindfulness video lessons — and the HWY Academy — a structured online course platform with deep-dive programs including Yoga Nidra, Chakra journeys, Mindfulness, and the Discover your Dharma training. These are supported by the dedicated beginners course (Yoga Stap voor Stap / Yoga voor Beginners), the free blog content library (900+ articles), newsletters, ebooks, and yoga challenges. The company also offers in-person services including workshops, retreats, and private masterclasses across the Netherlands and Belgium. On the Practice Platform, individual courses include Yin Yoga, Yoga Ademhaling, Basis Flexibiliteit, Core Strength, Restorative Yoga, Armbalances, Posture Labs (Twists, Backbends, Forward Folds), Detox Yoga, Evening Yoga, HWY Essentials, Elke Dag Yoga, Yin Yoga & de Vrouwelijke Cyclus, and Yin Yoga & de Meridianen. The Academy offers Yoga Nidra, Reis door de Chakra's, and Mindfulness voor het Dagelijkse Leven. Additional free tools include a Pose Modification Tool and a Studio Locator. A partner affiliate program rounds out the commercial ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Practice Platform

Quantifiable outcome

• 4.9/5 average rating on Google based on 185+ reviews
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Paypro B.V.coreTechnology or IntegrationPayment processing provider handling subscription billing (recurring payments via SEPA/direct debit) and affiliate commission payouts. Used for the Practice platform subscription management and Academy course purchases. The company uses Paypro's recurring payment infrastructure for subscription renewals.
• VimeocoreTechnology or IntegrationVideo content delivery platform (Vimeo-hosted video player embedded in lesson pages). All yoga video content is delivered via Vimeo CDN, visible in page source references to vimeocdn.com URLs.
• ConvertKitcoreTechnology or IntegrationEmail marketing automation platform used for newsletter management, email list segmentation, subscriber tracking (open rates, click rates), and automated email sequences for course and product marketing.
• PostNLminorChannel Partner/ Reseller/ DistributorDutch postal and parcel delivery service used for shipping webshop orders to customers. Address data shared with PostNL solely for delivery purposes. PostNL may use subcontractors for delivery.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ekhart Yoga: Dutch-founded online yoga and meditation platform offering subscription-based video classes with a strong community focus; most directly comparable peer given shared Dutch roots, subscription model, and yoga + meditation offering.
• YogaEasy: German/DACH online yoga platform with a subscription video library and structured courses; competes for the same DACH-adjacent Dutch/Belgian yoga consumer segment with comparable content depth and pricing.

Broad incumbents

• Glo (formerly YogaGlo): Large, well-funded global online yoga and Pilates subscription platform with native apps; competes for premium-minded yoga consumers across Europe including NL/BE with broader content and superior mobile UX.
• Alo Moves: Digital fitness and yoga subscription platform from Alo Yoga brand; competes with HWY in the premium subscription yoga segment with deeper capital, native apps, and lifestyle brand halo.
• Headspace: Major subscription meditation and mindfulness app with corporate wellness distribution; competes with HWY's mindfulness content for the same Dutch-speaking wellness consumer with substantially greater brand reach and capital.
• Calm: Global subscription meditation, sleep and mindfulness platform; overlaps HWY's Yoga Nidra and mindfulness offerings and competes for the same premium wellness subscription dollar.

Emerging players

• Down Dog: App-native yoga, HIIT and barre platform with procedurally generated classes; competes for the same subscription-driven yoga consumer, especially mobile-first users HWY currently under-serves.
• Insight Timer: Global meditation, yoga and mindfulness app with a large free community tier and paid teacher features; overlaps HWY's meditation/mindfulness content and competes for the same consumer time and wallet share.
• Yoga with Adriene: Massive free YouTube yoga channel with associated membership offerings; competes for attention and willingness-to-pay by providing high-quality free yoga content that HWY's subscription must justify.

Regional players

• MyYogaWorkout: European-focused online yoga workout and class subscription platform; relevant regional comparison for HWY's NL/BE subscription model and pricing structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/happywithyoga
• Facebookfacebook.com/happywithyoga
• LinkedInlinkedin.com/company/happy-with-yoga

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Happy with Yoga