Morning Gloryville

What Morning Gloryville does

Morning Gloryville is a London-founded events and experience brand that pioneered the 'conscious clubbing' category in 2013 with sober morning dance parties blending DJ music, yoga, massage, organic food and visual performance. The company operates an event-led, community-driven business serving individual wellness seekers, families and corporate clients across 21+ cities globally through a network of local 'Glory Agents' and a 300,000+ person community. Revenue is generated via two streams: consumer ticket sales (primarily via Eventbrite) for in-person morning raves and festivals, and the MGV@WORK corporate wellness line offering full office raves, 20-minute MicroRave take-overs, wellness workshops and Christmas parties on a quote-based multi-year contract basis. There is no proprietary technology platform — the underlying 'tech stack' is a set of third-party ticketing integrations (Eventbrite, Brown Paper Tickets, Picatic) plus Zoom for virtual events, with no AI, app or owned software assets. Distribution is community-led through social media (Twitter/Facebook in each city), earned media (2,653+ press articles), and grassroots word-of-mouth rather than paid acquisition.

Name

Morning Gloryville

Legal name

Morning Gloryville

Website

https://morninggloryville.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Morning Gloryville is a London-founded event brand that runs sober morning dance-and-wellness experiences for individuals, families and corporate clients across 21+ cities via a Glory Agent franchise model and an MGV@WORK corporate wellness line.

Ownership category

akta.pro rank

Product category

Experiential Wellness Events

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

After-Hours Clubs (MPAGAIAK)

akta.pro secondary industries

Wellness Retreat Centers (Yoga, Meditation & Mindfulness) (THAGAMAB), Spa Packages & Ritual Experiences (HSALAFAN)

Keywords

• Sober morning raves
• Conscious clubbing events
• Wellness event experiences
• Alcohol-free social events
• Morning dance parties

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Event Ticket Sales: Primary revenue stream from selling tickets to morning rave events. Events run from approximately 6:30am-10:30am and include DJ music, yoga, massage, organic coffee, smoothie bars, and visual entertainment.
2. MGV@WORK Corporate Partnerships: Corporate package offerings including full office rave experiences, micro-raves (20-minute office take-overs), wellness workshops, and Christmas party morning events targeting employee wellness and team-building.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Morning Gloryville operates an original morning rave and wellness event experience held in the early hours (typically 6:30am–10:30am) in an alcohol-free setting, featuring DJs, yoga, massage, organic coffee, smoothie bars, visual entertainment, and costumed performer motivation. It sells individual event tickets to consumers through Eventbrite and its website across 21+ cities globally, and offers a corporate wellness package called MGV@WORK that delivers office rave takeovers, micro-raves, wellness workshops, and team-building events to businesses.

Product overview

Morning Gloryville operates as a single unified product: The Original Morning Wellness Rave Experience. It is an immersive morning dance party combining energising music, visual entertainment, yoga, massage, organic food/beverages, and costumed performer motivation in a sober, alcohol-free environment. The company has expanded its core offering with two module/add-on products: MGV@WORK (corporate wellness package for team-building) and MicroRave (20-minute office take-over experience). The portfolio also includes Soul Revolution Festival as a festival extension and location-specific events (e.g., Bristol) managed by regional producers. The experience typically runs from 6:30am to 10:00am and is marketed as 'conscious clubbing' at its finest.

Differentiator

Problem solved

Functional benefit

Brands

• MGV@WORK: Corporate wellness package combining morning rave experiences with team building, offered as 'Rave Your Team Into The Day' for corporate clients seeking wellness and mental wellbeing initiatives for staff.

Products and services

• Morning Gloryville (Original Morning Wellness Rave Experience) The original immersive sober morning dance party combining energising music, visual entertainment, free massage, organic coffee, smoothie bars, yoga, and costumed performer motivation in an alcohol-free setting, targeted at adults seeking energizing morning social experiences.
• MGV@WORK Corporate wellness package that brings Morning Gloryville's team-building approach to workplaces. Includes full raves at venues, micro-raves at workplaces, wellness workshops, Christmas parties, and morning motivation sessions aimed at boosting staff happiness and productivity.
• MicroRave Office take-over experience lasting 20 minutes featuring a unicorn mascot, boombox, bubbles, and a conga line, designed as a quick team energiser or Christmas pick-me-up activity for corporate clients.
• Soul Revolution Festival Annual festival experience (22-26 May) combining Morning Gloryville morning rave elements with extended festival programming. Participants can receive a 10% discount when attending through Morning Gloryville.

Quantifiable outcome

• Raised nearly $1400 for Marriage Equality in Australia at single Summer of Love event
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Peace DirectminorOthersCharitable organization listed as a Friend of Gloryville. Morning Gloryville supports Peace Direct's peace-building work globally.
• Dry JanuaryminorOthersOfficial supporter of Dry January campaign, aligning with Morning Gloryville's alcohol-free ethos.
• BestivalminorOthersListed as Friend of Gloryville. Festival partnership for collaborative events.
• Pride in LondonminorOthersLGBTQ+ pride organization listed as a Friend, aligning with Morning Gloryville's ethos of acceptance and community.
• Pride in San FranciscominorOthersLGBTQ+ pride organization in SF listed as a Friend of Gloryville.
• Positive News TrustminorOthersMedia organization focused on constructive journalism, listed as a Friend of Gloryville.
• WaterAidminorOthersInternational nonprofit water charity listed as a Friend of Gloryville.
• Magic BreakfastminorOthersUK charity fighting child hunger through breakfast provision, listed as a Friend of Gloryville.
• ChildlineminorOthersNSPCC's child counseling service, listed as a Friend of Gloryville.
• Movember FoundationcoreOthersPartnership for MOVE IT with Morning Gloryville Sydney event - 100% of ticket price donated to Movember's 30-day fitness challenge for men's health.
• ChatopiaminorOthersMontreal-based animal adoption center partnered with Morning Gloryville for Kittyween event.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wanderlust: Wanderlust is a large-scale wellness festival and experience brand offering yoga, music, and mindful living events globally. It targets the same wellness-seeking consumer psychographic as Morning Gloryville but at a larger festival scale, making it a broader incumbent in the wellness-event space.
• 1Rebel: 1Rebel is a London-based boutique fitness and wellness brand combining high-intensity training with lifestyle/experience design. It shares the urban, experience-driven, premium-wellness positioning of Morning Gloryville and operates in the same London market.
• SoulCycle: SoulCycle is a major boutique fitness experience brand combining instructor-led cycling with community and lifestyle branding. It demonstrates the experience-driven fitness/wellness category model that Morning Gloryville targets with its rave-wellness hybrid.
• Barry's Bootcamp: Barry's is a global boutique fitness brand combining high-intensity interval training with a premium studio experience and strong lifestyle branding. It competes for the same urban, wellness-oriented, experience-seeking consumer base as Morning Gloryville.

Direct peers

• Daybreaker: Daybreaker is the closest direct competitor — sober morning dance events with DJs, yoga, and wellness programming operating across multiple US and international cities. It runs an almost identical 'morning rave' concept to Morning Gloryville, often cited as a peer in conscious clubbing coverage.
• Secret Cinema: Secret Cinema creates immersive, themed live entertainment experiences that blend performance, music, and storytelling. It shares Morning Gloryville's event-driven, experience-led business model and appeal to consumers seeking participatory entertainment beyond conventional nightlife.

Emerging players

• ClassPass: ClassPass is a wellness and fitness experience marketplace giving consumers access to multiple studios and experiences via subscription. It addresses the same 'wellness as experience' consumer need that Morning Gloryville serves, though as a discovery/distribution platform rather than a producer.

Regional players

• Boomtown Fair: Boomtown Fair is a UK immersive music and arts festival with a strong thematic experience design. It is comparable to Morning Gloryville in its event-driven, UK-rooted, experience-led model serving experiential-seeking consumers.
• Bestival: Bestival is a UK music and arts festival brand and a listed 'Friend of Gloryville' partner. It shares the festival/event-led business model and overlapping target audience in the UK experiential market.

Others

• Mindbody: Mindbody is a leading wellness business management software and marketplace platform used by fitness, wellness, and event operators. It is comparable as an enabler/ecosystem participant in the wellness-experience economy in which Morning Gloryville operates, though not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gloryvillehq
• Facebookfacebook.com/morninggloryvillelondon
• LinkedInlinkedin.com/company/morninggloryville

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Morning Gloryville