What Yogistar does

Yogistar Vertriebs GmbH is a German specialty e-commerce company founded in 2005 and headquartered in Wiggensbach, Germany. The company designs, manufactures, and sells yoga mats, apparel, accessories, and Pilates equipment directly to consumers through its own online store. Its catalog spans more than 40 yoga mat models manufactured in Germany and the EU, with customization options including custom lengths (190-240cm), embroidery, and 16 thread colors. Customer segments include individual yoga practitioners, yoga teachers (supported through a 10% discount program), and B2B clients such as yoga studios and schools.

The business operates a direct-to-consumer e-commerce model, leveraging in-house manufacturing to capture margin that would otherwise accrue to wholesalers or marketplace intermediaries. The storefront supports seven languages, indicating a pan-European go-to-market, and the company has accumulated 10,000+ customer reviews averaging 4.85 stars, signaling strong social proof in a review-driven niche. Since 2020, Yogistar has run a sustainability partnership with Trees for the Future, reporting 300,000+ trees planted.

The company's commercial surface is its multilingual e-commerce platform; no mobile app, API, or third-party integrations are disclosed. Revenue mechanics are anchored in catalog D2C sales, supplemented by B2B studio and school orders, custom/personalized products, and a teacher referral channel. The product surface has gradually broadened from yoga mats into accessories, Pilates equipment, and apparel (the 'ala' collection), while sustainability messaging functions as a brand positioning lever.

Name

Yogistar

Legal name

Yogistar Vertriebs GmbH

Website

https://yogistar.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Yogistar is a German D2C e-commerce company founded in 2005 that designs and manufactures yoga mats, apparel, accessories, and Pilates equipment, selling directly to consumers, yoga teachers, and studios across Europe via a 7-language online platform.

Ownership category

akta.pro rank

Product category

Yoga Equipment & Accessories

NAICS

Plastics and Rubber Products Manufacturing (326)

akta.pro primary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

akta.pro secondary industry

Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Yoga mats
• Yoga apparel
• Yoga accessories
• Pilates equipment
• Meditation cushions

Headquarters

HQ city

Wiggensbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Yoga Mats Sales: Direct-to-consumer sales of yoga mats through e-commerce website. Products range from entry-level basic mats (€19.75) to premium natural rubber and cork mats (up to €74.79).
2. Yoga Apparel Sales: Sales of yoga clothing including tops, pants, leggings, bras, socks, and sandals for men and women.
3. Yoga Accessories Sales: Sales of yoga accessories including blocks, belts, cushions, bolsters, bags, meditation items, and Pilates equipment.
4. Personalization Services: Embroidery services for personalized yoga mats with names, mantras, or logos at additional cost.
5. Gift Vouchers: Digital gift vouchers sold in denominations of €10, €25, €50, and €100.
6. B2B/Studio Sales: Bulk orders and studio equipment sales for yoga schools and studios, including roll goods (30m rolls) and mats with grommet systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

YOGISTAR develops, manufactures, and sells proprietary yoga mats under the yogimat® brand (over 40 models) using diverse materials including PVC, TPE foam, natural rubber, cork, virgin wool, and polyurethane. The company also sells yoga fashion, yoga accessories (blocks, belts, bolsters, cushions, bags, blankets), Pilates equipment (including reformers), meditation cushions, custom/embroidered mats, and digital gift vouchers directly through its e-commerce platform, with bulk and custom configurations for yoga studios and schools.

Product overview

YOGISTAR is a direct-from-manufacturer yoga and Pilates equipment company based in Germany (Wendelins 1a, 87487 Wiggensbach), operating primarily as an e-commerce retailer at yogistar.com. The company develops and manufactures yoga mats under the proprietary yogimat® brand with over 40 models, including basic, pro, sun, pure, plus, studio, cork, natural (virgin wool), kids, XXL, travel, ultra grip, and move variants. The core yogimat® line is complemented by yoga fashion (clothing under the 'ala' collection), yoga accessories (blocks, belts, bolsters, cushions, meditation cushions, eye pillows, blankets, bags, chairs, headstand stools, wheels), Pilates equipment (reformers, mats, blocks, rolls, balls, rings, bands), yoga rugs (cotton and jute), organic mat cleaners, acupressure products, and gift vouchers. Products are sold directly to consumers via the website, with special programs for yoga teachers (10% discount) and studio bulk orders. The company emphasizes sustainability through charitable tree-planting partnerships (Trees for the Future - over 300,000 trees planted since 2020) and offers customization services including embroidery, custom prints, and custom-length mats.

Differentiator

Problem solved

Functional benefit

Products and services

• yogimat® basic
• yogimat® pro
• yogimat® sun
• yogimat® pure
• yogimat® plus
• yogimat® studio
• yogimat® cork
• yogimat® natural (virgin wool)
• yogimat® kids
• yogimat® basic XXL
• yogimat® travel
• yogimat® ultra grip
• yogimat® move
• Custom/Personalized Yoga Mats
• Yoga Fashion (Clothing)
• Yoga Bolsters & Cushions
• Meditation Cushions
• Yoga Blocks
• Yoga Belts (yogibelt®)
• Yoga Bags (yogibag®)
• Yoga Blankets (yogiblanket®)
• Organic Yoga Mat Cleaner
• Acupressure Mats
• Yoga Sets
• Pilates Reformer
• Pilates Equipment & Accessories
• Yoga Rugs (Cotton & Jute)
• Yoga Wheel
• Yoga Chair & Headstand Stool
• Gift Voucher
• Books, DVDs & Music

Quantifiable outcome

• 300,000+ trees planted in Africa since 2020 through Trees for the Future partnership
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Trees for the FuturecoreStrategic or Co-development Partner · 1 January 2020Since 2020, YOGISTAR has partnered with Trees for the Future to plant trees in Africa through their forest gardening program. For every yoga mat sold, one tree is planted. Over 300,000 trees have been planted since the partnership began, supporting environmental reforestation and social impact for farming families in Africa.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manduka: Premium yoga mat and accessories brand headquartered in the US with strong European DTC presence. Directly competes with Yogistar across flagship mat, pro, and natural rubber lines targeting the same yoga practitioners and studios.
• Bodhi: European yoga equipment brand selling mats, bolsters, blocks, and meditation cushions via DTC and B2B to studios. Direct competitor in Yogistar's home European market with overlapping product breadth and price points.
• Jade Yoga: US natural rubber yoga mat specialist with sustainability credentials. Comparable to Yogistar's yogimat® sun and pure lines, with overlapping focus on natural materials, non-slip performance, and DTC studio channels.
• Liforme: UK-based DTC yoga mat brand famous for its patented alignment system, closely mirroring Yogistar's yogimat® ultra grip and laser-engraved alignment mats. Directly comparable on materials, customization, and premium positioning.
• Yogamatters: UK yoga equipment retailer selling mats, bolsters, blocks, and meditation products DTC. Closely aligned with Yogistar's customer base, product mix, and studio/B2B programs across Europe.
• Hugger Mugger: Long-standing US yoga mat and accessories manufacturer with strong studio/B2B presence. Comparable to Yogistar's yoga teacher + studio program and broad accessory line.

Broad incumbents

• Gaiam: Established US wellness and yoga brand offering mats, apparel, and accessories at mass-market price points. Comparable on mat assortment and yoga-wear, but differs via broader fitness/wellness positioning and US retail footprint.
• Alo Yoga: Premium yoga apparel and accessories brand selling DTC yoga mats alongside clothing. Overlaps with Yogistar's fashion ('ala') and mat assortment, but at much larger scale and broader category breadth.
• lululemon: Global athleisure leader that has expanded aggressively into yoga mats and accessories. Competes with Yogistar's apparel line and mat tier, but operates as a broad multi-category lifestyle brand rather than a mat specialist.
• prAna: Yoga and lifestyle apparel brand with a sustainability-forward positioning similar to Yogistar's eco-friendly materials. Overlaps with Yogistar's 'ala' apparel line, though prAna is broader and wholesale-driven.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookde-de.facebook.com/yogistarcom
• Instagraminstagram.com/yogistar_com

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 Yogistar