YogaOutlet

What YogaOutlet does

YogaOutlet, now operating as EverydayYoga.com, is a US-based direct-to-consumer e-commerce retailer founded in 2012 and headquartered in Campbell, California. The company sells yoga apparel, props, meditation essentials, and home wellness products through a Shopify storefront, aggregating more than 35 third-party yoga and activewear brands (including Gaiam, Manduka, Jade Yoga, prAna, and Beyond Yoga) alongside its own Everyday Yoga label. The site also operates a B2B wholesale channel (Wholesale Studio Supplies) for yoga studios and offers free US shipping on orders above $75.

The business model is primarily one-time product sales to individual consumers, supplemented by wholesale transactions to yoga studios, an affiliate-style referral program that pays $20 per referred customer, and a Buy Now Pay Later arrangement with Afterpay. Go-to-market is self-serve product-led growth: content marketing via the company blog, email capture with a 15% off incentive, and a strategic co-marketing partnership with Practyce that bundles a free 30-day premium online yoga class membership with purchases. Customer segments span women yogis (the primary audience), men, kids, meditation enthusiasts, home wellness buyers, and wholesale studio accounts.

Operationally, the company is a lean privately-held firm with 1-10 employees, no disclosed institutional investors or parent company, and no disclosed revenue, funding, or M&A activity. Press coverage in Martha Stewart Weddings, Shape, Yoga Journal, InStyle, and POPSUGAR indicates established category media recognition. There is no evidence of proprietary AI/ML capabilities, APIs, or software products; the business is a pure-play retail e-commerce operation.

Name

YogaOutlet

Website

https://yogaoutlet.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

EverydayYoga.com (formerly YogaOutlet) is a US-based direct-to-consumer e-commerce retailer selling yoga apparel, props, meditation supplies, and home wellness products from 35+ brands, plus a B2B wholesale channel for yoga studios.

Ownership category

akta.pro rank

Product category

Yoga Apparel & Equipment Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Yoga, Pilates & Studio Wear Retail (CRAMACAE)

akta.pro secondary industries

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Yoga apparel retail
• Yoga equipment ecommerce
• Activewear online store
• Meditation supplies retail
• Wellness products marketplace

Headquarters

HQ city

Campbell

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Retail sales of yoga apparel, accessories, mats, props, meditation items, and home wellness products through e-commerce platform.
2. Wholesale/B2B: Wholesale supplies to yoga studios through dedicated wholesale channel.
3. Referral Program: Referral incentive program where existing customers receive $20 for referring friends, driving new customer acquisition.
4. Buy Now Pay Later: Partnership with Afterpay enabling installment payments, potentially generating transaction fees or partnership revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Online specialty retailer selling yoga apparel (women, men, and kids), yoga mats and props, meditation accessories, and home wellness items via its EverydayYoga.com storefront, complemented by its own Everyday Yoga private-label brand and a wholesale channel supplying yoga studios. The business also bundles a free 30-day Practyce online yoga class membership with qualifying purchases to add experiential value beyond physical goods.

Product overview

EverydayYoga.com (formerly YogaOutlet) is an e-commerce retail platform offering a comprehensive portfolio of yoga and wellness products. The core offering consists of an online marketplace featuring yoga clothing for women, men, and kids, yoga mats and props (including blocks, straps, bolsters, and blankets), meditation essentials (cushions, singing bowls, malas), home and wellness items (aromatherapy, crystals, bath & body), and accessories (bags, socks, jewelry, water bottles). The platform partners with over 35 yoga and activewear brands including Gaiam, Manduka, Jade Yoga, prAna, and Beyond Yoga. Additionally, the company offers free online yoga classes through an integrated partnership with Practyce. The business model is purely retail e-commerce with no software-as-a-service or API products.

Differentiator

Problem solved

Functional benefit

Products and services

• EverydayYoga.com Online Retail Storefront Online retail storefront offering yoga clothing, mats, props, meditation essentials, accessories, and home wellness items from the company's own Everyday Yoga brand and third-party brands for individual consumers in the United States.
• Yoga Clothing (Women, Men, and Kids) Yoga apparel including leggings, 7/8 and long leggings, support tanks, tops, sports bras, pants, shorts, jackets and sweatshirts, joggers and sweatpants, leotards and jumpsuits, dresses and skirts, intimates, and maternity, plus men's yoga shirts, shorts, pants, jackets and hoodies, and kids' yoga clothing.
• Yoga Mats & Props Yoga equipment including yoga mats, blocks, blankets, straps, bolsters and cushions, mat cleaners, eye and neck pillows, fitness equipment, therapy accessories, kits, sandbags, and towels for studio and home practice.
• Meditation Essentials Meditation accessories including meditation cushions, smudge sticks and incense, malas, Tibetan singing bowls, sound meditation items, prayer flags, and altar accessories.
• Yoga Accessories Yoga accessories including mat bags and totes, grip socks and gloves, face masks, jewelry, gifts, headwear and hair accessories, water bottles, and yoga shoes.
• Home & Wellness Products Home and wellness items including home decor and statues, aromatherapy, diffusers, kitchen items, crystals, yoga-related books, and bath and body products.
• Wholesale Studio Supplies Bulk wholesale offerings of yoga apparel, mats, props, and accessories for yoga studios at wholesale pricing through a dedicated studio channel.
• Practyce Free Online Yoga Class Membership Free 30-day premium membership on the Practyce on-demand yoga class platform bundled with qualifying purchases on EverydayYoga.com, providing content-based value beyond the physical-product retail offering.
• Gift Cards Digital gift cards redeemable on EverydayYoga.com for use as payment toward any product purchase on the storefront.

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• PractycecoreStrategic or Co-development PartnerPartnership offering free 30-day premium membership on Practyce (online yoga class platform) with a purchase on Everyday Yoga. Customers receive free online yoga classes, bringing more yoga to more people through this co-marketing arrangement.
• AfterpayminorGTM or Marketing PartnerBuy Now. Pay Later payment partnership allowing customers to pay in installments. Enables flexible payment options for customers at checkout.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• prAna: Yoga and lifestyle apparel brand owned by Columbia Sportswear, sold DTC and through specialty retailers like Everyday Yoga. Comparable product category and customer profile in yoga apparel.
• Manduka: Premium yoga mat and props brand with growing apparel line, sold direct and through specialty retailers including Everyday Yoga. Overlaps directly with Everyday Yoga's mats/props and apparel categories.
• Gaiam: Long-standing yoga lifestyle brand and retailer selling yoga mats, props, apparel, and wellness goods across DTC and wholesale channels. Directly comparable product mix and customer base to Everyday Yoga's catalog.
• YogaDirect: Online yoga apparel and accessories retailer with a similar multi-brand marketplace model targeting the same yoga practitioner segment at value price points.
• Beyond Yoga: Women's-focused yoga and activewear brand carried by Everyday Yoga and increasingly sold direct. Comparable product mix in leggings, tops, and intimates for the female yoga consumer.
• Alo Yoga: Yoga-first premium activewear brand competing for the same female yogi and athleisure consumer. Comparable focus on yoga-specific apparel with broader lifestyle positioning.

Broad incumbents

• Lululemon: Global yoga and activewear incumbent with vertically integrated DTC, retail stores, and community-driven model. Competes for the same customer wallet but with vastly broader scale and own-brand economics.
• Amazon (Yoga/Wellness category): Mass-market marketplace selling yoga apparel, mats, and props from many of the same brands as Everyday Yoga. Comparable product catalog with vastly broader traffic and price competition.
• Athleta (Gap Inc.): Women's activewear and yoga apparel retailer owned by Gap Inc. with strong DTC and store presence. Competes across women's yoga apparel and athleisure at multiple price points.

Emerging players

• Spiritual Gangster: Yoga-inspired lifestyle apparel and accessories brand carried by Everyday Yoga. Comparable blend of yoga apparel with spiritual/lifestyle positioning targeting similar yoga and meditation consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/YogaOutletcom
• LinkedInlinkedin.com/company/yogaoutlet

Revenue estimate

Valuation estimate

Number of profiles

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 YogaOutlet