Barefoot Yoga Company

What Barefoot Yoga Company does

Barefoot Yoga Company is a Seattle-based, privately held retailer and manufacturer of yoga equipment founded in 1996. The company operates a direct-to-consumer e-commerce platform (barefootyoga.com) and physical retail stores, complemented by a wholesale channel serving yoga studios, instructors, and third-party retailers. Its proprietary product lines center on eco-friendly yoga mats built around three in-house material platforms: the Original Eco Mat (natural rubber and jute), the Hybrid Eco Mat family using Polymer Environmental Resin (PER) with recycled polyester mesh scrim, and the Performance Grip Mat — a denser PER construction offered with a lifetime warranty. Supporting categories include Mysore practice rugs, cotton yoga mat bags, props (blocks, bolsters, straps, blankets, sandbags), meditation supplies (silk eye pillows, zafus, zabutons), and men's and women's yoga clothing. The clothing assortment combines third-party brands — Manduka, OMgirl, prAna, Alo, Liquido, and Jade Yoga — with the in-house OMgirl sub-brand.

The technology stack is a standard Magento e-commerce storefront with no public APIs, SDKs, or developer-facing integrations. Product differentiation is concentrated in physical material science (PER formulation, jute/peroxide-free rubber, soy-based ink printing, latex- and phthalate-free construction) rather than software. Revenue is generated through one-time product sales across three channels: DTC e-commerce (with free shipping over $75), wholesale distribution to studios and resellers (with quantity discounts and instructor programs), and physical retail stores. Pricing spans roughly $2.50 (bulk mat straps) to $95 (premium Original Eco Mat), with bulk discounts reaching 80% off at the 250-unit strap tier. The company employs 1-10 people, has no disclosed funding, no parent company, and no management team information available in the source materials. A recently added "Investment Opportunity" page in the primary navigation indicates the owners are actively exploring outside capital.

Name

Barefoot Yoga Company

Legal name

Barefoot Yoga Co.

Website

https://barefootyoga.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Barefoot Yoga Company is a Seattle-based, privately held retailer and manufacturer founded in 1996 that sells eco-friendly yoga mats, clothing, props, and meditation supplies through DTC e-commerce, wholesale distribution to yoga studios, and physical retail stores.

Ownership category

akta.pro rank

Product category

Yoga Equipment & Accessories

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

akta.pro secondary industries

Yoga, Pilates & Studio Wear Retail (CRAMACAE), Yoga, Pilates & Studio Wear (CRAAAEAC), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Yoga mats
• Yoga clothing
• Yoga accessories
• Meditation supplies
• Eco-friendly yoga

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct online sales of yoga mats, clothing, props, meditation supplies, and accessories through barefootyoga.com. One-time product purchases with optional quantity discounts.
2. Wholesale Distribution: Wholesale channel for yoga studios, retailers, and instructors to purchase Barefoot Yoga products for resale.
3. Retail Store Sales: Physical retail locations selling yoga products directly to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Barefoot Yoga Company designs, manufactures, and sells its own line of eco-friendly yoga mats, yoga clothing, yoga props, meditation supplies, and yoga accessories through a direct-to-consumer e-commerce website, physical retail stores, and a wholesale channel serving yoga studios and retailers. The company also resells third-party yoga and apparel brands including Manduka, OMgirl, prAna, Alo, Liquido, and Jade Yoga Mats.

Product overview

Barefoot Yoga Company operates an e-commerce retail platform selling yoga mats, yoga rugs, yoga clothing, meditation supplies, and yoga props. The core product lines include four proprietary yoga mat types: the Original Eco Yoga Mat (natural rubber/jute), the Hybrid Eco Mat (1/6" and 1/4" thickness versions in PER), the Performance Grip Mat with lifetime warranty, and the Natural Jute & PER Mat. Supporting product categories include Traditional Mysore Practice Rugs (100% cotton), Yoga Mat Bags (various cotton styles), Yoga Props (blocks, bolsters, straps, blankets, sandbags), Meditation Supplies (silk eye pillows, zafus, zabutons), and Yoga Clothing for men and women. The company carries third-party brands including Manduka, OMgirl, prAna, Alo, Liquido, and Jade Yoga. The platform is built on Magento e-commerce infrastructure and offers both retail and wholesale purchasing options.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Eco Yoga Mat

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• MandukaminorChannel Partner/ Reseller/ DistributorManduka yoga clothing brand products sold through Barefoot Yoga's e-commerce platform and retail locations as part of product assortment.
• OMgirlminorChannel Partner/ Reseller/ DistributorOMgirl yoga clothing collections (Asana, Zen, Signature Tee, Meditation, Apres Yoga, Thermal, Malibu, Beach) sold through Barefoot Yoga's retail channels.
• prAnaminorChannel Partner/ Reseller/ DistributorprAna sustainable yoga clothing and hemp/bamboo apparel sold through Barefoot Yoga's retail channels.
• Jade Yoga MatsminorChannel Partner/ Reseller/ DistributorJade Yoga Mats products available for sale through Barefoot Yoga's e-commerce and retail channels.
• AlominorChannel Partner/ Reseller/ DistributorAlo yoga clothing brand bottoms sold through Barefoot Yoga's retail channels.
• LiquidominorChannel Partner/ Reseller/ DistributorLiquido yoga clothing available through Barefoot Yoga's retail channels.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Alo Yoga: Premium yoga and athleisure apparel brand. Direct peer — Barefoot Yoga retails Alo bottoms; Alo competes head-to-head in yoga apparel with substantially larger marketing and DTC operations.
• Jade Yoga: Eco-friendly yoga mat manufacturer using natural rubber, with a tree-planting sustainability mission. Direct peer — Jade Yoga mats are also sold through Barefoot Yoga, and both target the same eco-conscious yoga mat buyer with overlapping product lines.
• Manduka: Premium yoga mat and accessories brand (e.g., PRO Mat). Direct peer — Manduka products are also resold by Barefoot Yoga, both companies compete for the same premium eco-conscious yoga practitioner customer.
• prAna: Sustainable yoga and lifestyle apparel brand (hemp, organic cotton). Direct peer — Barefoot Yoga resells prAna apparel, and prAna competes directly in the yoga apparel category for the same eco-conscious practitioner.
• Hugger Mugger: Long-standing US manufacturer of yoga mats, props, and accessories. Direct peer — operates in the same yoga equipment manufacturing + wholesale + DTC retail motion as Barefoot Yoga, with overlapping studio wholesale channel.

Emerging players

• Liforme: Premium eco yoga mat brand with patented alignment system. Emerging player — narrower product focus on mats vs. Barefoot Yoga's broader portfolio, but competes for the same eco-conscious yoga practitioner with comparable price points.
• Yoloha Yoga: Sustainable cork yoga mat brand. Emerging player — niche eco-mat competitor focused on a single material category, partially overlapping with Barefoot Yoga's eco-friendly mat positioning.

Broad incumbents

• Gaiam: Large-scale yoga, wellness, and lifestyle brand offering mats, props, apparel, and media content. Broad incumbent — overlaps with Barefoot Yoga's core categories but at much broader scale through mass-market retail and wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/barefootyoga
• Facebookfacebook.com/Barefootyoga
• Instagraminstagram.com/barefootyoga
• Pinterestpinterest.com/barefootyoga
• LinkedInlinkedin.com/company/barefoot-yoga-co-

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 Barefoot Yoga Company