Tula Yoga & Wellness

What Tula Yoga & Wellness does

Tula Yoga & Wellness is a privately held, founder-owned yoga and holistic wellness studio operating from 1162 Selby Avenue in St. Paul, Minnesota, with a separate location at 348 Prior Avenue North for private therapy sessions. Founded in 2011 and co-owned since March 2012 by Ann and Dan Blackburn, the studio was built around a mission of making yoga accessible both physically and financially, beginning as a donation-based practice and retaining flexible, sliding-scale payment options. The current site shares physical space with the St. Paul Yoga Center while the two organizations remain independent. The business serves individual wellness seekers in the Twin Cities metro and an extended audience for retreats and online programming, with no disclosed venture or institutional capital and headcount reported in the 1-10 range.

The core offering centers on in-studio and livestream group yoga classes (SomaYoga, Slow Flow, Restorative, Aerial, Qoya, Nia, Kundalini), supplemented by private SomaYoga Therapy sessions, massage and bodywork (Swedish, Therapeutic, Shiatsu, Thai Bodywork, Reflexology), Reiki, and individual or organizational coaching. The proprietary element is the SomaYoga methodology, which combines neuromuscular re-education (Somatics) with classical asana, pranayama, Ayurvedic practices, and CranioSacral Therapy; this approach is also extended through teacher-training partnerships with the Yoga North International SomaYoga Institute. Distribution combines a single physical studio with global reach via Zoom livestream, a video-on-demand library, a Square-powered e-commerce shop for props and Ayurveda self-care products, and international retreats to Ireland (2026), Greece (2027), and Bali (2027) run through channel partners.

The revenue model is diversified across pay-as-you-go drop-in classes ($20), class passes and memberships, one-on-one therapy ($95-$130), massage ($45-$140), workshops ($25-$144), retreats ($3,450-$3,995), teacher-training programs, gift certificates, and retail. Marketing relies on the company website, monthly email newsletter, organic social (Facebook, Pinterest), community events, podcast appearances, and insurance partnerships that can subsidize memberships. The technology stack is built on commodity SaaS - Square for commerce, Calendly for scheduling, Zoom for delivery, HelloWalla for registration, and Aweber for email - with no disclosed AI/ML capabilities. In February 2026 the studio relocated from its long-held Snelling Avenue address to a shared facility on Selby Avenue, a move framed in source material as a sustainability-driven operational decision.

Name

Tula Yoga & Wellness

Legal name

Tula Yoga & Wellness

Website

https://tulayogawellness.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Tula Yoga & Wellness is a founder-owned yoga and holistic wellness studio in St. Paul, MN, offering in-studio and livestream classes, private SomaYoga therapy, massage, coaching, teacher training, workshops, and international retreats to individuals and small groups.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Yoga Classes: Drop-in classes, class passes, and monthly memberships for in-studio and livestream yoga classes.
2. Private Yoga Therapy Sessions: One-on-one SomaYoga Therapy sessions with Ann Blackburn. Initial session $130, follow-up sessions $95.
3. Massage and Bodywork: Swedish, Therapeutic, Shiatsu, Thai Bodywork, and Reflexology sessions provided by Sonja Ramos and Reggie Nabors.
4. Yoga Retreats: International retreats to Ireland, Greece, and Bali. Domestic retreat offerings.
5. Teacher Training & Intensives: Partnering with Yoga North for 200-hour and advanced yoga teacher trainings. Continuing education workshops.
6. Retail Products: Yoga props, essential oils, Ayurveda self-care products, Rare Essence candles, and Tula apparel available for curbside pickup and online.
7. Gift Certificates: Gift certificates for classes with credits held in studio software.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Tula Yoga & Wellness operates a yoga and holistic wellness studio offering in-studio and livestream somatic yoga classes, private SomaYoga Therapy sessions, massage and bodywork, Reiki, individual and organizational coaching, international yoga retreats, teacher training programs, and workshops. The studio is differentiated by its proprietary SomaYoga approach that blends Somatics (neuromuscular re-education), Ayurveda, breath work, and CranioSacral Therapy into therapeutic yoga sessions. A retail shop sells yoga props, essential oils, self-care products, and apparel, and the studio also distributes the book "Lost and Found: A Journey of Self Mastery" by co-owner Daniel Blackburn.

Product overview

Tula Yoga & Wellness operates as a wellness studio offering a comprehensive suite of yoga and holistic health services. The core offering consists of in-studio and livestream group yoga classes (SomaYoga, Slow Flow, Restorative, Aerial, Qoya, Nia, Kundalini), complemented by private SomaYoga Therapy sessions. Additional services include massage therapy (Swedish, Therapeutic, Shiatsu, Thai Bodywork), Reiki, and coaching services. The business also runs international yoga retreats (Ireland, Greece, Bali), teacher training programs in partnership with Yoga North, and various workshops. A video-on-demand platform supports home practice, while an e-commerce shop sells yoga props, essential oils, and merchandise. The studio also publishes 'Lost and Found: A Journey of Self Mastery' by co-owner Daniel Blackburn. All services are accessible through online booking via Calendly, Zoom for virtual sessions, and a Square-powered online shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Yoga Classes In-studio and livestream somatic yoga classes for all bodies and abilities, including SomaYoga, Slow Flow, Restorative, Aerial, and specialty workshop formats. Designed for individual wellness seekers of any experience level.
• Private SomaYoga Therapy Sessions One-on-one therapeutic yoga sessions blending somatics, therapeutic yoga, classic asana, Ayurveda, breath work, and CranioSacral Therapy. Initial sessions are 90 minutes at $130 and follow-ups are 75 minutes at $95. Targeted at individuals with chronic pain, injuries, or specific therapeutic needs.
• Massage and Bodywork Bodywork services including Swedish massage, therapeutic massage, Shiatsu, Thai Yoga Bodywork, and reflexology. Sessons offered by Sonja Ramos and Reggie Nabors. Priced at $95 for 60 minutes, $140 for 90 minutes, $75 for 1-hour full body, and $45 for 30-minute foot reflexology. Designed for individuals seeking muscle tension relief, stress reduction, and injury recovery.
• Coaching and Organizational Wellness Individual and organizational wellness coaching by Dan and Ann Blackburn. Services include executive coaching, leadership development, stress management, team development, and strategic planning for individuals and organizations.
• Yoga Retreats Multi-day immersive yoga retreats combining yoga, meditation, adventure, and cultural exploration. Ireland Women's Yoga Retreat priced from $3,450 to $3,995 with a $500 non-refundable deposit. Led by Ann and Dan Blackburn and coordinated with travel partners including True Nature Travels, I am Fit 4 Travel, and Cliffs of Moher Retreat Center.
• Teacher Trainings and Intensives 200-hour Therapeutic Yoga Teacher Training, SomaYoga intensives, and continuing education programs for aspiring and current yoga teachers, body workers, and wellness practitioners. Delivered in partnership with Yoga North International SomaYoga Institute.
• Workshops Various workshops including SomaYoga series, Qoya, sound baths, sound healing experiences, breath work, meditation, and specialty wellness offerings. Workshop prices range from $25 to $144 depending on format and duration. Includes specialized offerings such as Yoga for Breast Cancer Workshop ($45 members, $50 non-members) and Sounds of Himalaya events ($40 per person).
• Video on Demand Online video classes available for at-home practice, including recorded yoga therapy sessions and guided practices for remote participants.
• Wellness Retail Shop Online shop featuring yoga props, essential oils, Ayurveda self-care products (including Nasya oil), Rare Essence candles, and Tula apparel. Available for curbside pickup. Powered by Square for checkout and payment processing.
• Reiki Services Reiki energy healing services provided by skilled practitioners at the studio for individuals seeking holistic energy work.
• Public Clinics with Teachers in Training Affordable 90-minute therapeutic yoga sessions at $25 per session with advanced yoga teacher-in-training students, providing affordable access to therapeutic yoga and practical training for aspiring teachers.
• Gift Certificates Gift certificates available for classes, with credits held in the studio software and redeemable for in-studio and online offerings.
• Lost and Found Book Inspirational self-help book 'Lost and Found: A Journey of Self Mastery' by Daniel J. Blackburn. Available for purchase direct, through bookstores, and Amazon. Distributed via Bookbaby for printing and distribution.

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• St. Paul Yoga CentercoreStrategic or Co-development PartnerTula Yoga shares space with St. Paul Yoga Center at 1162 Selby Avenue location. Both studios remain independent entities. Students access Tula through the Tula website for class registration and offerings.
• Yoga North International SomaYoga InstitutecoreStrategic or Co-development PartnerTula partners with Yoga North for teacher training programs. Ann Blackburn is faculty for Yoga North International SomaYoga Institute training programs. Tula hosts public clinics with yoga teacher trainees.
• True Nature TravelscoreChannel Partner/ Reseller/ DistributorPartnership for Greece yoga retreat (Amorgos Island) in May 2027. True Nature Travels handles registration and logistics for the retreat.
• I am Fit 4 TravelcoreChannel Partner/ Reseller/ DistributorPartnership for Bali Yoga, Culture & Beach Exploration retreat (September 25 - October 3, 2027). Handles travel logistics.
• Cliffs of Moher Retreat CentercoreChannel Partner/ Reseller/ DistributorVenue partner for Ireland Women's Yoga Retreat (September 4-11, 2026). World-class wellness sanctuary on Ireland's Wild Atlantic Coast.
• Insurance CompaniesminorGTM or Marketing PartnerPartnerships with insurance companies allow members to potentially have memberships covered or supplemented. Details available on health insurance page.
• Hot House StudiosminorChannel Partner/ Reseller/ DistributorPartnership with Hot House Studios (2303 Kennedy Street NE, Minneapolis) for public clinics with yoga teacher trainees.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Glo: Subscription-based online yoga, Pilates, and meditation platform with thousands of on-demand classes. Directly comparable to Tula's video-on-demand and livestream offerings, with overlapping target customer (home practitioners) and potential substitution risk.
• Gaia (gaia.com): Subscription streaming platform with a deep library of yoga, meditation, and holistic wellness content. Comparable to Tula's online library on content type and subscription revenue model, though serving a global rather than local audience.

Broad incumbents

• YogaWorks: Multi-location yoga studio chain with class packages, memberships, teacher training, and workshops. Comparable product mix (group classes, training, workshops, retreats) but operates as a national brand rather than a boutique therapeutic studio.
• Life Time Fitness: National fitness club operator with yoga, group classes, massage, and wellness programming under a membership model. Comparable as a membership-based recreational club with diversified wellness services, though at premium-club scale.
• CorePower Yoga: Largest U.S. yoga studio chain offering in-studio and on-demand classes with membership pricing. Comparable on class format, livestream delivery, and drop-in/membership GTM, but at vastly greater scale and without Tula's therapeutic/SomaYoga specialization.
• Y7 Studio: Boutique yoga studio brand offering themed heated flow classes and a strong lifestyle/retail component. Comparable boutique positioning and direct-to-consumer drop-in/membership model, though without Tula's therapeutic SomaYoga niche.

Others

• Mindbody (ClassPass / Mindbody app): Wellness marketplace and SaaS used by yoga studios for scheduling, payments, and class discovery. Comparable as the typical technology platform underpinning studio operations like Tula's, and a distribution channel via ClassPass that competes for member attention.

Direct peers

• Yoga North International SomaYoga Institute: Teacher training partner of Tula and home of the formal SomaYoga certification; Ann Blackburn sits on its faculty. Directly comparable on therapeutic methodology, Himalayan Tradition lineage, and the 200-hour/advanced teacher training product.
• YogaFit: Yoga teacher training and continuing education provider with a large network of certified instructors and a fitness/wellness focus. Comparable on the teacher training, intensives, and continuing-education product line and on multi-modality yoga.
• St. Paul Yoga Center: Independent yoga studio sharing the 1162 Selby Avenue space with Tula; operates the 'Corner Studio' with its own class schedule. Closest comparable: same neighborhood, similar therapeutic/community-focused positioning, parallel pricing and membership model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/tulayogamn
• Facebookfacebook.com/tulayoagwellness
• LinkedInlinkedin.com/company/tula-yoga-wellness

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 Tula Yoga & Wellness