Posture

What Posture does

POSTURE. (legal entity: Posture Yoga Center LLC) is a Dubai-based boutique wellness brand founded in 2022 by Elle and Aaron Sawyer. The company operates two physical studios on Palm Jumeirah, Dubai, where it teaches classical Pilates integrated with contemporary practice, yoga, meditation, and holistic training. Unlike reformer-only studios, POSTURE teaches across the full Pilates apparatus (Reformer, Cadillac, Wunda Chair, Ladder Barrel, Tower, and Mat), and its instructors are exclusively in-house specialists covering physiotherapy, pre/postnatal care, injury rehabilitation, and yoga. Pricing and specific membership terms are not publicly disclosed on the website.

The company monetizes through multiple streams: monthly studio subscriptions for unlimited class access, bundled credit packs, single credits for first-timers, one-on-one private sessions, wellness gift cards, and a separate retreat series hosted at international luxury properties. In parallel, POSTURE operates a global mobile wellness app (POSTURE. The App) and an OnDemand streaming channel containing hundreds of classes, extending the studio experience to a worldwide digital audience. Customer acquisition is driven primarily by word-of-mouth and community building, supported by an active Instagram presence, a new-customer free trial offer, and WhatsApp for direct inquiries.

The technology stack is deliberately lean and based on industry-standard SaaS: Mindbody for booking and CRM, Stripe for payment processing (with POSTURE retaining only tokens and limited card metadata), and Firebase/Crashlytics for analytics and crash reporting. The company holds a registered trademark for POSTURE.®, is licensed by the Dubai Department of Economy and Tourism in mainland UAE, and operates under UAE Federal Decree-Law No. 45 of 2021 (PDPL) for personal data protection. The business remains family-owned with no institutional capital raised and a small headcount of 1-10 employees.

Name

Posture

Legal name

Posture Yoga Center LLC

Website

https://www.thisisposture.com/

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Posture is a wellness studio that provides workout equipment training, pilates classes, cadillac lessons, and meditation sessions.

Ownership category

akta.pro rank

Product category

Pilates and Yoga Wellness Studio

NAICS

Fitness and Recreational Sports Centers (71394), Recreational and Vacation Camps (except Campgrounds) (721214)

akta.pro primary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

akta.pro secondary industries

Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG), Wellness & Retreat Stays (Yoga, Spa, Detox) (THAMADAJ)

Keywords

• Pilates studio classes
• Yoga wellness club
• Fitness membership
• Reformer pilates
• Wellness digital app

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

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 Subscription): Monthly subscription for unlimited access to all studio classes. Targets wellness enthusiasts seeking a hassle-free membership.
2. Credit Packs: Flexible credit-based packages for casual attendance toward fitness and wellness goals.
3. Single Credits: One-time credit purchases for first-timers exploring classes.
4. Private Sessions: Personalized one-on-one workouts for maximizing results or injury recovery.
5. Digital Wellness App and OnDemand: Global digital wellness app with OnDemand channel offering hundreds of classes across multiple categories.
6. Wellness Gift Cards: Gift cards for Reformer, Pilates, Yoga and more with flexible redemption options.
7. Retreat Series: Wellness retreats hosted at world-class properties, representing an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Posture is a Pilates, yoga and wellness studio brand operating two physical studios in Dubai alongside a global digital wellness app and OnDemand streaming channel. The company offers in-person classes across the full Pilates apparatus (Reformer, Cadillac, Wunda Chair, Ladder Barrel, Tower, Mat), yoga, meditation, and private training sessions, supplemented by an OnDemand video library and hosted wellness retreats.

Product overview

POSTURE.® is a unified wellness platform combining two physical Pilates and yoga studios in Dubai with a global digital ecosystem. The core offering includes studio memberships (Single Credits, Credit Packs, Monthly Subscription, Private Sessions) and wellness gift cards for in-studio experiences across full Pilates apparatus (Reformer, Cadillac, Wunda Chair, Ladder Barrel, Tower, Mat). The digital portfolio consists of the POSTURE. mobile app and OnDemand streaming channel, which extend the studio experience to a global audience with hundreds of on-demand classes. The company also operates a retreat series hosted at international luxury properties.

Differentiator

Problem solved

Functional benefit

Brands

• POSTURE. OnDemand: Digital wellness channel offering hundreds of on-demand classes across Pilates, yoga, and other wellness categories.
• POSTURE. Retreat Series

Products and services

• Single Credits Pay-per-class credits for first-timers exploring Pilates, yoga and wellness classes, allowing flexible casual access to studio sessions.
• Credit Packs Bundled class credits providing flexibility for achieving fitness and wellness goals on a casual attendance basis.
• Monthly Subscription Hassle-free monthly membership providing unlimited access to all studio classes for dedicated wellness enthusiasts.
• Private Sessions One-on-one personalized workouts for individuals seeking targeted results, injury recovery, or specialized instructor attention.
• Wellness Gift Card Flexible gift cards redeemable for Reformer, Pilates, Yoga and other studio services.
• POSTURE. Digital Wellness App Global digital wellness mobile application offering access to classes and wellness content beyond the physical studios.
• OnDemand Channel Digital streaming platform featuring hundreds of pre-recorded classes across Pilates, yoga and wellness categories, accessible globally.
• Wellness Retreat Series Hosted wellness retreats at international luxury properties, extending the studio experience into immersive travel-based wellness experiences.

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

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• MindbodycoreTechnology or IntegrationMindbody is used as the booking and CRM platform for POSTURE, handling class scheduling, member management, and customer relationship functions.
• StripecoreTechnology or IntegrationStripe processes all payments for POSTURE through Mindbody. The company does not store full card numbers and uses Stripe tokens and limited card metadata.
• Dubai Department of Economy and Tourism (DED)coreOthersPOSTURE is licensed by the Dubai Department of Economy and Tourism (DED) in mainland UAE, enabling legal operation as a wellness business.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Club Pilates: Club Pilates is the largest Pilates franchise globally with hundreds of studios offering group Reformer-based classes. POSTURE competes for the same Pilates-curious consumer but differentiates via its full classical apparatus and specialist in-house instructors versus Club Pilates's standardized, reformer-centric franchise model.
• SLT: SLT is a US-based boutique Pilates and strength studio chain using proprietary equipment and small-group formats. POSTURE shares SLT's premium, boutique positioning, instructor-led differentiation and small-class ethos, though POSTURE teaches across a broader classical Pilates apparatus rather than a single machine.
• Pure Yoga: Pure Yoga is a premium yoga and Pilates studio group with flagship locations in Hong Kong, Singapore and other Asian/Middle East markets. It is highly comparable to POSTURE as a premium, multi-format wellness club combining yoga, Pilates and meditation with memberships and digital extensions, and it actively operates in the same expatriate wellness consumer segment as POSTURE.
• Solidcore: Solidcore (formerly Fitness Sugar) is a US-based boutique fitness brand built around a signature Pilates-based workout on proprietary equipment. It is comparable to POSTURE in offering a single-discipline, premium-priced boutique experience with strong instructor brand identity and a small-class format.
• Physique 57: Physique 57 is a global barre-and-Pilates-inspired boutique studio brand with locations in New York, Los Angeles and the Middle East. It competes with POSTURE for the premium, technique-driven, results-oriented wellness consumer, particularly in Dubai and other Gulf markets where it already has a presence.
• The Pad Dubai: The Pad is a Dubai-based boutique Pilates and wellness studio group offering Reformer classes, private sessions and instructor-led programming in the same premium segment as POSTURE. It is one of POSTURE's closest direct competitors in the Dubai market, sharing target customer, price tier and class format.

Broad incumbents

• Barry's Bootcamp: Barry's is a global premium boutique fitness brand with multiple Dubai locations, offering high-intensity interval training rather than Pilates. It is a broader incumbent in Dubai's premium boutique wellness segment where POSTURE competes for the same affluent, time-constrained expatriate and resident consumer.
• F45 Training: F45 is a global functional-training franchise with multiple UAE studios offering group HIIT classes. While not Pilates-focused, it competes with POSTURE for the Dubai premium fitness consumer and represents a broader incumbent in the boutique group-fitness category.
• Equinox Pilates: Equinox is a global luxury fitness club operator whose Pilates programming offers a comparable premium, instructor-led experience to POSTURE. As a broad incumbent, Equinox competes for the same affluent wellness consumer with a much wider portfolio of services (strength, spa, hospitality) rather than specializing in classical Pilates.

Emerging players

• Y7 Studio: Y7 is a US-based boutique yoga and wellness brand offering heated, music-driven yoga classes in a premium, candlelit studio environment. It is comparable to POSTURE in positioning as a premium, instructor-led boutique wellness studio with strong brand identity, though focused on yoga rather than classical Pilates apparatus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thisisposture_
• Facebookfacebook.com/profile.php

Compliance1 record

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 Posture