Old Town Yoga

What Old Town Yoga does

Old Town Yoga is a single-location yoga studio founded by Desiree Heckman in December 2016 and headquartered at 1308 Clovis Ave., Clovis, CA 93612. The studio operates as a privately held, founder-owned service business serving the Clovis/Fresno-area community with in-person yoga and meditation classes spanning Gentle Beginner, Beginner, Level 1, Level 2, Chair Yoga, Restorative, Yin, and Power Vinyasa styles, delivered by a team of approximately 14 (the founder plus 13 instructors and staff). The core product set comprises studio memberships (Limited at $89/month, 4 classes; Unlimited at $139/month), drop-in classes ($5-$28), class packs ($115-$375), private sessions ($120-$250), Reiki energy healing ($120), teacher training and CEU programs, and three annual destination retreats (Roatan, Honduras; Summer Sangha, Murrieta, CA; Rest & Refresh on the Kern River). The studio emphasizes accessibility, beginner-friendliness, and community over fitness-pure positioning, with marketing channels anchored on its blog, monthly Sutra School philosophy sessions, organic social, email, and word-of-mouth in the Clovis micro-market.

Revenue comes from a mix of recurring subscriptions (in-studio memberships and OTY Online at $35/month), one-time class/package purchases, premium private and group sessions, retreats priced $695 to $4,450 depending on destination and occupancy, and complementary wellness services. Trial offers ($40 for 14 days, $75 for 30 days) funnel first-time visitors into recurring memberships. The company is bootstrapped with no external funding, owns its operating building as of 2024 (relocating in late spring 2025), and runs entirely on third-party infrastructure: Arketa handles booking and payments, Squarespace powers the website, and native mobile apps on iOS and Android provide booking and on-demand access. There is no proprietary technology platform, no AI/ML capability, and no API exposure.

Name

Old Town Yoga

Legal name

Old Town Yoga

Website

https://oldtownyogastudio.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Old Town Yoga is a founder-owned yoga studio in Clovis, CA, offering in-person classes, livestream and on-demand video, private sessions, Reiki, retreats, and teacher training for the local wellness community and online subscribers since 2016.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Wellness Retreat Centers (Yoga, Meditation & Mindfulness) (THAGAMAB), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Yoga studio services
• Yoga classes
• Wellness studio
• Yoga retreats
• Online yoga platform

Headquarters

HQ city

Clovis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships: Monthly recurring membership revenue from unlimited and limited studio memberships. Unlimited membership at $139/month (6-month contract) and Limited membership at $89/month (3-month contract, 4 classes/month). Provides predictable recurring revenue with customer commitment through contract terms.
2. Online Memberships: OTY Online subscription at $35/month with no contract required. Includes unlimited livestream classes and one free in-studio drop-in per month. Lower price point to capture price-sensitive customers and those outside geographic reach.
3. Drop-in Classes: One-time class visits: Yoga Class $28, Meditation $5, Livestream $10, On-Demand $5. Provides flexibility for casual visitors and serves as entry point for potential membership conversion.
4. Private Sessions: Private yoga sessions priced at $120 for up to 2 people (60 min), $175 for groups up to 24, $225 for 25-30 people, and $250 for 30+ people. Premium pricing for personalized service and group events/celebrations.
5. Reiki Services: 60-minute Reiki sessions with Jenna (Level II Usui Reiki Practitioner) priced at $120. Conducted in the Coral Room of the studio. Provides wellness service complementary to yoga offerings.
6. Yoga Retreats: Destination retreats including Roatan Yoga Retreat ($1,950-$4,450 depending on occupancy), Summer Sangha Retreat ($1,795-$3,995), and Rest and Refresh Weekend ($695-$895). Requires deposit ($200-$500) with balance due before retreat dates.
7. Class Passes: Prepaid multi-class packages: 5 classes $115, 10 classes $210, 20 classes $375. Paid-in-full memberships: 3 months $435, 6 months $800, 12 months $1,395. Provides upfront revenue with customer commitment.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Old Town Yoga is a physical yoga studio in Clovis, California that sells in-person yoga and meditation classes across multiple levels (Gentle Beginner, Beginner, Level 1, Level 2, Chair Yoga, Restorative, Yin), complemented by an online on-demand and livestream video subscription service (OTY Online). The studio also offers private sessions, Reiki healing, destination yoga retreats, philosophy education (Sutra School), and yoga teacher training and CEU programs, sold as discrete bookable services.

Product overview

Old Town Yoga is a yoga studio in Clovis, California, operating as a traditional service-based business rather than a software platform. The core offering consists of in-person yoga classes at the studio (ranging from Gentle Beginner to Level 2, plus Chair Yoga, Yin, and Restorative styles), supplemented by OTY Online, an on-demand video subscription library. The studio also provides live-streamed classes, private yoga sessions, and Reiki healing sessions as individual service offerings. Membership plans provide access to in-studio classes, livestream, and on-demand content, while add-on services include yoga retreats (Roatan, Summer Sangha, Rest and Refresh), Sutra School philosophy sessions, teacher training, and gift cards. A mobile app enables class booking and on-demand access.

Differentiator

Problem solved

Functional benefit

Brands

• OTY Online: On-demand video library offering yoga classes that can be accessed anywhere, featuring videos filtered by duration and category.

Products and services

• In-Studio Yoga Classes In-person yoga classes held at the Old Town Yoga studio in Clovis, CA, ranging from Gentle Beginner and Chair Yoga to Level 2 Power Vinyasa, Yin, and Restorative styles, offered multiple times per week on a published schedule.
• OTY Online (On-Demand Video Library) A subscription-based on-demand video library of pre-recorded yoga classes accessible anytime, with videos filterable by duration (under 30 min, 30-60 min, over 60 min) and category (Beginner, Restorative, Gentle, Yin, Level 1, Chair, Level 2).
• Livestream Classes Real-time online yoga classes streamed live from the studio, available to members and as drop-in access for non-members.
• Private Yoga Sessions 60-minute private yoga sessions for individuals, couples, or groups up to 30+ people, offered at tiered pricing based on party size for personalized instruction, beginner foundation building, advanced refinement, or group celebrations and team bonding.
• Reiki Sessions 60-minute energy healing sessions conducted by Level II Usui Reiki Practitioner Jenna in the Coral Room at the studio, involving gentle palm placement on or above the body to facilitate energy balancing and relaxation.
• Roatan Yoga Retreat (Cultivating Joy) A 5-night, 6-day wellness retreat at Calabash Bight Retreat Center in Roatán, Honduras, with oceanfront bungalow accommodation, all meals, daily yoga, snorkeling, paddle boarding, kayaking, and excursions, priced from $1,950 (triple occupancy) to $4,450 (single occupancy).
• Summer Sangha Retreat A philosophy-focused annual yoga retreat in Murrieta, California, featuring daily meditation, yoga practice, philosophy workshops, one wellness treatment, and CEU hours for yoga teachers, priced from $1,795 (triple occupancy) to $3,995 (single occupancy).
• Rest and Refresh Weekend Retreat A weekend yoga retreat on the Kern River near Bakersfield, California, including riverside lodging, daily yoga, river access, pool, sound bath, and activities like river rafting and olive oil tasting, priced from $695 to $895.
• Sutra School A monthly educational series exploring yoga philosophy including the Eight Limbs of Yoga, Kriya Yoga, Yamas, and Niyamas, conducted as 1.5-hour sessions (12:30-2 PM) combining study, discussion, and practice, led by founder Desiree Heckman.
• Yoga Teacher Training and CEU Programs Yoga teacher training, continuing education unit (CEU) courses, and mentorship programs for yoga teachers and studio owners, led by E-RYT 500 founder Desiree Heckman.
• Gift Cards Digital gift cards purchased through the Arketa platform that allow recipients to book classes, memberships, or retreats at Old Town Yoga.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Down Dog App: Algorithmically-generated yoga (and other modalities) classes available via subscription app. Adjacent competitor to OTY Online in the digital yoga category, but with generative/procedural class creation rather than instructor-led filmed content.

Broad incumbents

• Yoga Six: Mid-size boutique yoga studio franchise with multiple class formats and a monthly membership model. Comparable to Old Town Yoga's membership-tiered studio structure, though operating across many markets rather than a single community.
• YogaWorks: Multi-location yoga studio brand offering in-person classes, workshops, and teacher training across multiple US cities. Compares to Old Town Yoga on the multi-format yoga model (memberships, teacher training, retreats) but at significantly larger scale.
• Gaia: Streaming platform focused on yoga, meditation, and conscious living content available globally via subscription. Overlaps with Old Town Yoga's online and meditation offerings, competing for the same consumer seeking structured wellness content at home.
• Modo Yoga: International network of community-rooted yoga studios with memberships, retreats, and teacher training. Compares to Old Town Yoga on community positioning, multi-format offerings, and teacher training programs, though at franchise scale.
• CorePower Yoga: Largest US yoga studio chain with hundreds of locations and a digital platform. Comparable to Old Town Yoga as a multi-format yoga operator (in-studio + on-demand), though vastly larger and operating in major metros rather than a single local market.
• Life Time Fitness: National premium fitness chain operating large-format clubs that include yoga and meditation classes as part of broad membership. Compares as a broader incumbent competing for the same wellness-minded consumer wallet, especially through its digital/yoga offerings.

Regional players

• Y7 Studio: Boutique yoga studio brand concentrated in NYC and LA with strong brand positioning around music-driven flow classes. Compares as a similarly positioned boutique yoga operator with a community/lifestyle brand, though in geographically distinct urban markets.

Direct peers

• Alo Moves: Subscription-based on-demand yoga and wellness platform from Alo, the apparel brand. Directly competes with Old Town Yoga's OTY Online tier for digital yoga subscribers, with comparable class libraries and similar audience.
• Glo: Subscription streaming platform offering on-demand yoga, meditation, and Pilates classes from world-class instructors. Direct competitor to OTY Online in the digital yoga subscription space, with deeper content library and global reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/oldtownyoga
• Facebookfacebook.com/otystudio

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Old Town Yoga