What Oxygen Advantage does

Oxygen Advantage, operated under the legal entity Oxygen Research Institute Ltd., is an Ireland-based (Moycullen, County Galway) breathwork education company founded by Patrick McKeown, who serves as CEO and Director of Education and Training. The company teaches the Oxygen Advantage Method, a Buteyko-derived system organized around three pillars — Body (functional breathing), Mind (sleep, stress, focus), and Sport (endurance and altitude adaptation) — measured via the proprietary BOLT (Body Oxygen Level Test) score, a breath-hold metric targeting a 40-second healthy benchmark. The product surface spans self-paced online courses (anxiety, snoring/sleep apnea, martial arts recovery), multi-tier professional certification programs (Level 1 Functional, Level 1 Yoga, Level 1+2 Advanced), a mobile app on iOS and Android with a breath pacer, published books authored by McKeown (The Oxygen Advantage, The Breathing Cure, Atomic Focus, Mouth Breather, Breathing for Yoga, The Breathing Cure for Better Sleep), and physical breathing tools including a patent-pending SportsMask, MyoTape, a Buteyko Belt, and a Nasal Dilator.

The business model is predominantly direct-to-consumer with channel-leveraged scale: revenue is generated through one-time purchases of courses, certifications, books, and hardware sold through the company's Shopify-hosted e-commerce storefront, supplemented by a wholesale/reseller program and a mobile app distribution layer. A global network of thousands of independently operating certified instructors in 50+ countries provides 1:1 coaching, workshops, and retreats; these instructors are trained through the company's paid certification programs, creating a certification-led training flywheel rather than a traditional employer-employee model. Marketing is content-driven through a science blog, podcast, YouTube, Instagram, a Facebook Members Group, and earned media (CNN, USA Today, Men's Health, New York Times, GQ) with endorsements from figures including Chris Martin, Brian Johnson, Mel Robbins, and Laird Hamilton.

The company serves individual health and wellness consumers, athletes and sports-performance users, yoga practitioners and instructors, wellness professionals seeking credible breathwork certification (PTs, coaches, therapists), and an emerging corporate/workplace segment for stress and focus applications. Ownership is concentrated with founder Patrick McKeown; there is no disclosed institutional investment, parent company, or subsidiary structure, and the company operates as a private limited company in Ireland.

Name

Oxygen Advantage

Legal name

Oxygen Research Institute Ltd.

Website

https://oxygenadvantage.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Oxygen Advantage is an Ireland-based breathwork education company teaching the Buteyko-derived Oxygen Advantage Method via online courses, certification programs, a mobile app, breathing tools, and certified instructors serving health, sports, and wellness consumers worldwide.

Ownership category

akta.pro rank

Product category

Breathwork Education & Training

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Breathwork Facilitation (Pranayama, Somatic, Holotropic-style) (HSADAJAC)

akta.pro secondary industry

Respiratory & Sleep Therapy Equipment (Oxygen, CPAP/BiPAP, Nebulizers) (HSABAKAD)

Keywords

• Breathwork certification training
• Functional breathing courses
• Breathing exercise products
• Breathwork instructor programs
• Breathing science education

Headquarters

HQ city

Moycullen

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Certification Programs: Self-paced online certification courses for becoming a certified breathwork instructor. Includes Level 1 Functional Breathing Instructor Training, Level 1 Yoga Instructor Training, and combined Level 1+2 Advanced Instructor Training with Patrick McKeown.
2. Online Courses: Self-paced courses for end-users covering anxiety, sleep, snoring, sports performance, and specific topics like breathing for martial arts. One-time purchase for lifetime access.
3. Product Sales: Sale of physical products including MyoTape (mouth tape for sleep), Buteyko Breathing Belt, Nasal Dilator for Sports, SportsMask, and merchandise (clothing).
4. Book Sales: Sale of books by Patrick McKeown including The Oxygen Advantage, Atomic Focus, The Breathing Cure, Breathing for Yoga, Mouth Breather, and The Breathing Cure for Better Sleep.
5. Mobile Application: OA Breathing App available on iOS and Android for guided breathing exercises with breath pacer functionality. May include in-app purchases or subscription features.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Oxygen Advantage is a breathwork education platform that teaches functional breathing techniques based on the Buteyko Method and CO2 tolerance, delivered through self-paced online courses, professional instructor certification programs, published books, a mobile breathing app, and physical breathing tools. The company sells directly to individual consumers via e-commerce and distributes its methodology globally through a network of certified instructors and wholesale resellers.

Product overview

Oxygen Advantage is a breathwork education and certification platform founded by Patrick McKeown, offering a comprehensive ecosystem of products and services centered on the Oxygen Advantage Method. The core offering includes the OA Breathing App (mobile application with breath pacer for daily practice tracking) and the BOLT Score Test (Body Oxygen Level Test for measuring CO2 tolerance). The platform provides online courses including the Breathing for Anxiety and Panic Disorder Course (40 video lessons), Breathing for Snoring, Insomnia and Obstructive Sleep Apnea Course, and Breathe! Recover and Regenerate with Peter Lakatos for martial artists. Professional certification programs include Functional Breathing Instructor Training (Level 1), Breathing for Yoga Instructor Training (Level 1), and Advanced Instructor Training with Patrick McKeown (Level 1+2). Physical products include MyoTape For Adults, SportsMask, Nasal Dilator For Sports, and Buteyko Breathing Belt. Published books include Atomic Focus, Breathing for Yoga Book, Mouth Breather, The Breathing Cure, and The Breathing Cure for Better Sleep. Free resources include guided breathing exercises and a science blog. The company operates as a Shopify-hosted e-commerce platform with apps available on Apple App Store and Google Play Store.

Differentiator

Problem solved

Functional benefit

Products and services

• OA Breathing App A mobile breathing application available on iOS and Android that delivers daily guided breathing exercises with a breath pacer and progress tracking tied to the BOLT score, designed for individual users practicing functional breathing.
• Functional Breathing Instructor Training (Level 1) A self-paced online certification program providing wellness professionals with the knowledge and credentials to teach foundational Oxygen Advantage breathing techniques, covering 8 breathing exercises and the Body pillar of the OA method.

Quantifiable outcome

• Target BOLT score of 40 seconds indicates optimal breathing efficiency
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Apple App StorecoreTechnology or IntegrationOxygen Advantage app distributed through Apple's iOS platform, enabling mobile access to guided breathing exercises and progress tracking for iPhone and iPad users.
• Google Play StorecoreTechnology or IntegrationOxygen Advantage app distributed through Google Play Store for Android devices, providing mobile access to guided breathing exercises and BOLT score tracking.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Othership: Boutique breathwork and sauna studio concept that runs paid instructor-led classes and teacher trainings — comparable in offering guided breathwork facilitation and building a certified instructor community.
• Breathwrk: Mobile-first breathwork platform with guided exercises, employer wellness distribution, and content-led marketing — overlapping with OA's app, online course, and corporate wellness segments at lower price points.
• Prana Breath: Long-standing mobile breathwork app with guided breathing patterns and progress tracking — overlaps with OA's mobile app functionality and the BOLT-style self-measurement framing for self-guided users.

Direct peers

• Buteyko Clinic International: The originating clinical body for the Buteyko Method and McKeown's professional home as Director of Education. Competes directly with OA on Buteyko-based breathwork training, courses, and instructor pathways.
• Wim Hof Method: Direct competitor offering branded breathwork training, online courses, an instructor network, and a mobile app centered on the Wim Hof Method — the same core category (breathwork facilitation) and similar D2C + certification GTM as Oxygen Advantage.

Broad incumbents

• Calm: Mass-market consumer wellness subscription with breathing exercises, sleep content, and corporate wellness distribution — a scaled incumbent that absorbs breathwork into a broader mental health and sleep offering.
• BetterMe: Subscription wellness platform with breathwork, fitness, and mind-body content — competes with OA in D2C and corporate wellness channels at lower price points and with significant paid acquisition muscle.
• Headspace: Large, well-capitalized subscription mindfulness and wellness app that has incorporated breathwork exercises as a core feature, competing for the same anxiety, sleep, and focus use cases that OA addresses with its paid courses.

Others

• Equinox / XPT (Laird Hamilton): Performance training brand co-founded by OA endorser Laird Hamilton that publicly recommends OA's book to its community — adjacent ecosystem player that amplifies OA content into the high-performance athlete segment.
• MYO Wellness (MyoTape): Maker of MyoTape, the same mouth-tape product OA sells; comparable as a supplier-adjacent company operating in OA's consumer sleep-breathing category with direct product overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Oxyathlete
• Facebookfacebook.com/theoxygenadvantage
• Instagraminstagram.com/oxygenadvantage
• Xx.com/oxygenadvantage
• LinkedInlinkedin.com/company/oxygenadvantage

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 Oxygen Advantage