FeetUp

What FeetUp does

FeetUp is a direct-to-consumer yoga equipment brand operated by the Italian private limited company WoodBros SRL and founded in 2010 by craftsman Kilian Trenkle. Its flagship product is the FeetUp Trainer, a wooden inversion assistant (headstand bench) designed to make headstands and other inverted poses accessible and safer for practitioners of all levels; the lineup spans the Trainer 1.0 and 2.0 in multiple colorways priced $159-$299. The catalog extends into a complementary ecosystem of cushions, an extra-long mat, handgrips, resistance bands, phone-holder coasters, and an organic cork line of yoga blocks, massage balls, and foam rollers, plus the patented FlexBuddy stretching device marketed as a sister product.

The company monetizes primarily through hardware unit sales on its own Shopify storefront, augmented by digital revenue from a 7-hour video course ($315-$450), a $20 FeetUp Care extended warranty, and the freemium FeetUp Experience mobile app with a free 1-month trial. Distribution is DTC via feetup.com (plus FlexBuddy.com and WoodPower.com sister storefronts) shipping from Germany to 37 countries across North America, Europe, and Asia Pacific, with bulk-order capability for studios and an in-person Teacher Training certification program to seed community adoption. Marketing is content-led, combining an educational blog, organic social on Instagram/Facebook/YouTube, email newsletters, and earned media coverage in Vogue, Yoga Journal, and Forbes. There are no disclosed funding rounds, no external investors, and no public financial filings; the business operates as a bootstrapped, family-manufactured European brand.

Strategically, FeetUp has positioned itself as a vertically integrated hardware-plus-content niche player rather than a venture-scale platform: the moat rests on patented and trademarked product designs, editorial brand recognition, and a curated accessory ecosystem that drives repeat purchases from a fragmented base of yoga practitioners, certified teachers, and health professionals. There is no evidence of AI, marketplace, or SaaS capabilities in the current product surface, and growth is signaled primarily through product line extensions, the FlexBuddy and WoodPower sub-brands, geographic coverage, and community-building rather than external capital deployment.

Name

FeetUp

Legal name

WoodBros SRL

Website

https://feetup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

FeetUp, operated by Italy-based WoodBros SRL, designs and sells the wooden FeetUp Trainer inversion bench and a family of cork yoga accessories, mats, and the patented FlexBuddy stretching device. The bootstrapped DTC brand ships from Germany to 37 countries, serving yoga practitioners, teachers, and health professionals worldwide.

Ownership category

akta.pro rank

Product category

Yoga Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

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

akta.pro secondary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Yoga inversion equipment
• Yoga accessories and props
• Stretching and mobility devices
• Yoga instructional videos
• Yoga teacher certification

Headquarters

HQ city

Dover

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue from selling physical yoga equipment including the FeetUp Trainer, cork yoga props, mats, cushions, and accessories. Products sold at various price points from $7 to $299.
2. Digital Products: Revenue from video-based yoga courses and the FeetUp Experience app subscription. The 7-hour video course is priced at $315-$450.
3. Extended Warranty: FeetUp Care extended warranty service priced at $20, extending coverage from 1 year to 3 years with priority customer service and hassle-free support.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

FeetUp designs, manufactures, and sells yoga inversion equipment, complementary yoga props, and a patented stretching device, primarily through its own direct-to-consumer e-commerce store at feetup.com. Its core offering is the FeetUp Trainer, a wooden inversion assistant for safe headstand practice, sold alongside cork-based accessories, a digital yoga course, a mobile class app, and an in-person Teacher Training certification program.

Product overview

FeetUp is a yoga equipment company offering a portfolio centered on the FeetUp Trainer, an inversion assistant (headstand bench) available in multiple versions (1.0, 2.0) and color variants. The ecosystem includes complementary yoga accessories such as cushions, mats, handgrips, resistance bands, and cork-based self-care products (foam rollers, massage balls, yoga blocks). A companion mobile app provides video classes, while a 7-hour video course and in-person Teacher Training program offer educational content. The company also offers a patented FlexBuddy stretching device as a sister product.

Differentiator

Problem solved

Functional benefit

Brands

• FeetUp App: The FeetUp Experience App offering hundreds of yoga and fitness classes for all levels, with a free one-month trial available.
• FlexBuddy

Products and services

• FeetUp Trainer Wooden inversion assistant (headstand bench) that supports practitioners in safely performing headstands and other inverted poses, available in 1.0 and 2.0 versions and multiple color variants including Classic White, Classic Black, Honey Chai, Choco Black, and Choco White.
• FlexBuddy Patented stretching device with an adjustable wooden-bar mechanism that helps users improve flexibility in the shoulders, back, hips, and hamstrings through a roughly two-minute daily routine.
• FeetUp Cushion Yoga cushion that adds shoulder and neck comfort when practicing inversions on the FeetUp Trainer, available in several colors including Leopard, White, Chai, Black, Violet, Gold, and Red.
• FeetUp Cushion 2.0 Second-generation yoga cushion with an updated design for added headstand comfort, sold in Black, White, and Chai colorways.
• FeetUp Mat (Extra-Long) Extra-long yoga mat designed for FeetUp Trainer practice, providing extended length for comfortable positioning during inversions and other yoga poses.
• Handgrips Hand grips that attach to the FeetUp Trainer to improve grip and comfort during inversion practice, available in Green.
• Coasters (Phone Holders) Phone-holder coasters that attach to the FeetUp Trainer to keep phones within reach during practice.
• Protective Anti-Slip Outdoor Shoes Protective anti-slip shoes designed for use with the FeetUp Trainer during outdoor inversion practice.
• Resistance Bands All-natural rubber resistance bands offered in two levels—medium (yellow) and heavy (green)—for strengthening and toning exercises.
• The Peanut (Organic Cork Foam Roller) Peanut-shaped self-massage roller made from 100% Portuguese cork, designed for neck and spine release, back muscle recovery, and spinal mobility.
• Cork Massage Balls Set of organic-cork massage balls for trigger-point therapy, myofascial release, and circulation in sore muscles and stiff joints.
• Cork Slices Small cork blocks used to relieve wrist pressure, support the calves in downward dog, and provide grounding during inversions.
• Cork Yoga Block Lightweight, sturdy yoga block made from sustainably-harvested cork with rounded edges for comfortable pressure during holds.
• Cork Roll (Large) Large organic-cork foam roller used for muscle recovery, tension relief, flexibility improvement, and circulation promotion.
• Cork Roll (Medium) Medium-sized organic-cork foam roller that delivers focused pressure to targeted areas of the body during self-massage routines.
• FeetUp Yoga Course (7-Hour Video Series) A 7-hour video-based yoga course structured into 14 sessions across 4 weeks, covering easy inversions, relaxation, core strength, flexibility, and wellbeing for individual learners.
• FeetUp Care (Extended Warranty) Paid extended warranty that increases FeetUp Trainer coverage from 1 year to 3 years, including priority customer service and hassle-free support.
• FeetUp Experience App Mobile app offering hundreds of yoga and fitness classes for all levels, including FeetUp Beginners, Holy Hips, Forward Folds, and Fitness programs, with a free one-month trial.
• FeetUp Teacher Training In-person 2.5-day training program that teaches yoga teachers, physiotherapists, bodyworkers, and fitness professionals the theory, practice, anatomy, and safe-inversion methodology required to become a Certified FeetUp Teacher.

Quantifiable outcome

• Only 2 minutes a day can improve flexibility and posture

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Trees for the FutureminorStrategic or Co-development PartnerFeetUp has partnered with Trees for the Future to plant one tree for every order made. This sustainability partnership demonstrates FeetUp's commitment to environmental responsibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Liforme: Premium yoga mat and accessory brand built around a patented alignment-guide mat, sold DTC globally. Comparable because both compete in premium, design-forward yoga props with patented differentiators and sustainability storytelling.
• YogaAccessories.com: Online retailer specializing in yoga props, mats, bolsters, blocks, and meditation supplies. Direct peer — same target customer (yoga practitioners), same product categories (props and accessories), and same DTC distribution model.
• Hugger Mugger: Long-standing yoga prop manufacturer (blocks, bolsters, straps, mats) sold to studios and consumers. Directly comparable as a yoga props specialist competing in the same product categories as FeetUp's accessory line.
• Manduka: Premium yoga mat, towel, and prop brand with global DTC and wholesale distribution. Direct peer because both sell high-end yoga props and accessories to practitioners and studios, overlapping on mats, blocks, and recovery tools.

Emerging players

• TriggerPoint: Performance recovery brand specializing in foam rollers, massage balls, and mobility tools used by athletes and yogis. Directly comparable product overlap with FeetUp's cork rollers, peanut, and massage balls in the self-massage/recovery category.
• Yogi Bare: UK-based yoga accessories brand selling eco-friendly mats and props (cork, natural rubber). Emerging peer with similar eco-material positioning and practitioner target customer as FeetUp's cork line.

Broad incumbents

• Gaiam: Long-established wellness and yoga lifestyle brand selling mats, blocks, straps, apparel, and media. Broader incumbent with overlapping yoga prop and accessory SKUs but a wider wellness portfolio than FeetUp's inversion focus.
• Alo Yoga: Premium yoga-inspired apparel and wellness brand with DTC, retail, and digital content. Comparable as a higher-end yoga lifestyle brand with overlapping accessories and media/training assets, though apparel-led rather than props-led.
• Lululemon: Global yoga and athletic apparel giant with growing digital fitness (Mirror) and accessories offerings. Broad incumbent anchoring the yoga lifestyle category; relevant as the dominant brand FeetUp must position alongside for the same practitioner wallet share.
• PrAna: Sustainable lifestyle and yoga apparel brand owned by Columbia Sportswear. Broader incumbent in yoga-adjacent wellness with shared sustainability and practitioner-customer base, though apparel-focused rather than props.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@FeetUp
• Facebookfacebook.com/feetup
• Instagraminstagram.com/feetup
• Xx.com/feetuptrainer
• LinkedInlinkedin.com/company/feetup

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 FeetUp