Fold Up
foldUP is an Australian direct-to-consumer e-commerce company that designs and sells foldable yoga mats and complementary bags made from eco-friendly TPE material, shipping to fitness consumers in Australia and New Zealand through its own online storefront.
- Company typePrivate
- Founded2022
- HeadquartersCaulfield South, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fold Up does
foldUP Co Pty Ltd is an Australian direct-to-consumer e-commerce company, founded in 2022 and headquartered in Melbourne, that designs and sells portable fitness equipment under the foldUP brand. Its core product is The Movement Mat, a foldable yoga and exercise mat made from 100% TPE (Thermal Plastic Elastomer) material that folds to compact 37 x 33 x 7cm dimensions, weighing 1.2kg, and features a reversible, non-slip, sweat-resistant surface. The company complements the mat with The Everyday Bag, a water-resistant vegan leather backpack engineered to carry the folded mat, and sells both items individually or as a Movement Essentials bundle. Products retail from AUD $71, with a bundle price of AUD $128, and are sold exclusively through the company's own Shopify storefront (foldup.com.au), with shipping to Australia and New Zealand and free domestic shipping on orders over AUD $149.
foldUP's go-to-market is content-led and PR-driven. The company maintains active organic social profiles on Instagram, TikTok, Facebook, and Pinterest, publishes SEO-optimized blog content, runs an email newsletter, and has been featured in major Australian media outlets including 9News, 7News, Women's Health, Body & Soul, The Urban List, and Broadsheet. It also operates a wholesale channel for bulk orders of 20+ mats targeting gyms, studios, and corporate wellness programs, and a minor cross-promotional partnership with Pilates platform House of Sculpt. Revenue is generated entirely through one-time product sales (DTC and wholesale), with a gift card SKU as the only non-physical item.
The company holds a trademark on the foldUP brand and on The Movement Mat name, and maintains a dedicated Intellectual Property page on its website. foldUP is privately held with no disclosed institutional investors, no management team listed in source materials, and headcount in the 1-10 range. The Shopify storefront is configured to support 18 country/region currencies, though actual shipping is limited to Australia and New Zealand, indicating technical readiness for broader international expansion that has not yet been activated.
Fold Up firmographics
Firmographics- Name
- Fold Up
- Legal name
- foldUP Co Pty Ltd
- Website
- https://foldup.com.au
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- foldUP is an Australian direct-to-consumer e-commerce company that designs and sells foldable yoga mats and complementary bags made from eco-friendly TPE material, shipping to fitness consumers in Australia and New Zealand through its own online storefront.
- Ownership category
- akta.pro rank
Fold Up industry classification
Industry- Product category
- Yoga and Fitness Equipment
- akta.pro primary industry
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
Keywords
Where Fold Up is headquartered
LocationHeadquarters
- HQ city
- Caulfield South
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Fold Up business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Product Sales: One-time product sales of foldable yoga mats (The Movement Mat), everyday bags, and bundle packages. Products are sold directly through the e-commerce website at fixed price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Movement Mat - from $71.00 |
| Unit Pricing | Pay-as-you-go | The Everyday Bag - $71.00 |
| Unit Pricing | Pay-as-you-go | Backpack Bundle (Mat + Bag) - $128.00 |
| Unit Pricing | Pay-as-you-go | foldUP Gift Card - from $19.58 |
| Unit Pricing | Multi-year contract | Bulk Orders (20+ mats) - Discount pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Fold Up product offering
Product offeringCore offering
foldUP designs, sources, and sells foldable yoga and movement mats along with complementary bags through its own e-commerce website. The flagship The Movement Mat™ is a 1.2 kg TPE mat that folds to compact 37 x 33 x 7 cm dimensions for portability, paired with The Everyday Bag backpack and the Movement Essentials bundle for a complete portable fitness solution.
Product overview
Fold Up is a fitness accessories company offering a focused portfolio of portable movement and wellness products. The core offering centers on The Movement Mat™ — an innovative foldable yoga and exercise mat made from eco-friendly TPE material. The product line includes The Everyday Bag, a complementary water-resistant backpack designed to carry the folded mat alongside everyday essentials like laptops. These products are sold individually or bundled together as Movement Essentials. The company primarily ships within Australia and New Zealand, with free shipping on orders over $149 domestically.
Differentiator
Problem solved
Functional benefit
Brands
- The Movement Mat™: Original foldable yoga and movement mat made from eco-friendly TPE material, lightweight at 1.2kg, folds to 37 x 33 x 7cm
- The Everyday Bag
- Movement Essentials
Products and services
- The Movement Mat™
Quantifiable outcome
- Free limited edition carry strap with every mat purchase (promotional offer)
- +1 more outcomes
Companies that use Fold Up
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Fold Up technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fold Up partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- House of SculptminorCollaborative marketing partnership where foldUP and House of Sculpt cross-promote each other's services. foldUP offers a discount code FOLD15 (15% off first month) to House of Sculpt customers. House of Sculpt is a Pilates and movement platform founded by Nicole and Sascha, two qualified instructors with 22 years combined teaching experience.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Fold Up competitors and assessment
Company assessmentBroad incumbents
- Prana: Prana is a yoga and activewear lifestyle brand with broader apparel portfolio. Comparable as an established yoga-focused brand addressing similar end consumers.
- Alo Yoga: Alo Yoga is a premium yoga-focused activewear and lifestyle brand with a much broader apparel portfolio. Comparable as a broader premium incumbent operating in the same yoga-wellness space.
- Sweaty Betty: Sweaty Betty is a women's activewear and fitness brand with strong UK/Australia retail presence. Comparable as an established women's fitness brand targeting similar yoga and travel fitness customers.
- Lululemon: Lululemon is a global premium athletic apparel powerhouse with an expanding yoga mat/accessories line. Comparable as a broader incumbent in the yoga space with vastly greater scale and capital.
- Athleta: Athleta is Gap Inc.'s women's activewear and wellness brand with a broad fitness apparel portfolio. Comparable as a broader women's fitness incumbent with adjacent accessories offerings.
Direct peers
- Manduka: Manduka is a premium yoga mat and accessories brand with strong DTC and wholesale presence globally. Closest direct peer to foldUP given shared focus on yoga mats and similar premium/sustainability positioning for serious practitioners.
- Jade Yoga: Jade Yoga is a specialty yoga mat brand using natural rubber with DTC and studio wholesale channels. Directly comparable as a specialty mat brand with sustainability positioning and B2B2C distribution.
- Yoga Design Lab: Yoga Design Lab is a design-forward premium yoga brand offering mats, towels, and accessories via DTC. Directly comparable to foldUP in premium positioning, design-led aesthetic, and DTC-first go-to-market.
- Gaiam: Gaiam is a mass-market yoga, fitness, and wellness brand offering mats, blocks, and accessories across price points. Directly comparable in product category (yoga mats) and DTC retail model.
Emerging players
- Beyond Yoga: Beyond Yoga is a premium women's activewear and lifestyle brand with a DTC focus. Comparable as an emerging, women-led yoga-adjacent brand targeting similar premium lifestyle consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fold Up social profiles
Digital presenceFold Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fold Up leadership team
Management profileNumber of profiles
Profiles1 record
Fold Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fold Up M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fold Up
What does Fold Up do?
foldUP designs, sources, and sells foldable yoga and movement mats along with complementary bags through its own e-commerce website. The flagship The Movement Mat™ is a 1.2 kg TPE mat that folds to compact 37 x 33 x 7 cm dimensions for portability, paired with The Everyday Bag backpack and the Movement Essentials bundle for a complete portable fitness solution.
Is Fold Up a public or private company?
Fold Up is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fold Up founded?
Fold Up was founded in 2022. It employs 1 to 10 people.
Where is Fold Up based?
Fold Up is headquartered in Caulfield South, Australia, in the Oceania region.
How does Fold Up make money?
One revenue line is on record: product Sales.
Who are Fold Up's main competitors?
Broad incumbents on record are Prana, Alo Yoga, Sweaty Betty, Lululemon and Athleta. Direct peers are Manduka, Jade Yoga, Yoga Design Lab and Gaiam. Beyond Yoga is listed as an emerging player.
Does Fold Up have an API?
No public API is recorded for Fold Up.
What industry is Fold Up in?
Fold Up's product category is Yoga and Fitness Equipment. Its primary akta.pro industry code is HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow).