Bend
Bend is a Hamilton, Ontario boutique fitness studio offering yoga, spin, HIIT, barre, Thai massage, and online Zoom classes to local adult consumers seeking inclusive, trauma-informed group fitness.
- Company typePrivate
- Founded2011
- HeadquartersHamilton, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Bend does
Bend is a privately held boutique fitness studio headquartered in Hamilton, Ontario, Canada, founded in 2011 by Joanne Pettit-Myers. The studio operates two Hamilton-area physical locations and offers group fitness classes across multiple modalities, including yoga, spin, HIIT, barre, and fusion formats such as Cyclone, Empower'd Barre, and FOMO. It also provides Thai massage services and online Zoom classes, positioning itself as an inclusive, trauma-informed option that accommodates diverse fitness levels, injuries, and mental health considerations. Customer testimonials emphasize community belonging, instructor quality, and personalized check-ins as primary value drivers.
Bend firmographics
Firmographics- Name
- Bend
- Legal name
- Bend Yoga
- Website
- https://bendyoga.ca
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bend is a Hamilton, Ontario boutique fitness studio offering yoga, spin, HIIT, barre, Thai massage, and online Zoom classes to local adult consumers seeking inclusive, trauma-informed group fitness.
- Ownership category
- akta.pro rank
Bend industry classification
Industry- Product category
- Boutique Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)
- akta.pro secondary industries
- Cycling/Spin Classes (HSADABAE), Barre Classes (HSADABAG), Functional Fitness / Cross-Training Groups (HSADABAH), Online/Remote Personal Training & Programming (HSADAAAM), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Bend is headquartered
LocationHeadquarters
- HQ city
- Hamilton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Bend business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Group Fitness Classes: Revenue from in-person group classes including Yoga, Spin, HIIT, Cyclone, and Barre. Offered via drop-in, multi-class passes, and unlimited monthly memberships. Classes are tailored to individual needs with modifications for injuries and fitness levels.
- Online Zoom Classes: Virtual class offerings for remote members, available as drop-in ($9) or unlimited monthly subscription ($70). Provides accessibility for members unable to attend in-person.
- Thai Massage Services: One-on-one Thai massage appointments with two practitioners (Joanne and Leanne). Pricing varies by practitioner (Joanne: $85/60min, $105/90min; Leanne: $65/60min). Also offered as group Thai Massage Restore classes (4-person intimate sessions).
- Introductory Offers: First-month unlimited classes for new clients at $60+HST. One-time introductory pricing designed to acquire new customers with no ongoing obligation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | First Month Unlimited - Introductory offer for new clients |
| Unit Pricing | Pay-as-you-go | Drop-in class pass |
| Unit Pricing | Pay-as-you-go | 5 Class Pass |
| Unit Pricing | Pay-as-you-go | 10 Class Pass |
| Unit Pricing | Pay-as-you-go | 20 Class Pass |
| Subscription | Monthly | Auto Renew Unlimited Membership |
| Subscription | Monthly | 3-Month Commitment Unlimited Membership |
| Subscription | Monthly | Student Pricing |
| Usage-based | Pay-as-you-go | Zoom Drop-in |
| Subscription | Monthly | Zoom Unlimited Monthly |
| Unit Pricing | Pay-as-you-go | Thai Massage with Joanne (60 min) |
| Unit Pricing | Pay-as-you-go | Thai Massage with Joanne (90 min) |
| Unit Pricing | Pay-as-you-go | Thai Massage with Leanne (60 min) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Bend product offering
Product offeringCore offering
Bend is a boutique fitness studio based in Hamilton, Ontario, that offers a multi-modality class schedule including Yoga, Spin, HIIT, Cyclone, Barre, and Thai Massage. The studio sells individual classes, class packs, and recurring attendance to local adult consumers seeking group fitness and recovery services.
Product overview
Bend is a boutique fitness studio offering a diverse range of group fitness classes and wellness services. The core offerings include YOGA (with variations like Flow, HEAL, and RESTORE & STRETCH), SPIN, HIIT, EMPOWER'D BARRE, and CYCLONE (a spin-HIIT hybrid). Additional services include Thai Massage (both individual sessions and group Thai Massage Restore classes), and specialized personal training (One-on-One Yoga and Personal Training). The studio also offers specialty classes including Yoga with Weights, Lift'd (Strength), Strength Blast, and FOMO (rotating format). Classes are designed to be accessible to all fitness levels with modifications available, and the studio tailors experiences to individual member needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Yoga Classes Scheduled yoga classes delivered at the Bend studio in Hamilton, Ontario, open to local adult consumers seeking group yoga practice.
- Spin Classes Indoor cycling (spin) classes offered at the Bend studio in Hamilton, Ontario for adult consumers seeking group cardio workouts.
- HIIT Classes High-Intensity Interval Training group classes offered at the Bend studio in Hamilton, Ontario for adult fitness consumers.
- Cyclone Classes Cyclone-format group cardio classes offered at the Bend studio in Hamilton, Ontario for local adult consumers.
- Barre Classes Barre-based group conditioning classes offered at the Bend studio in Hamilton, Ontario for adult consumers seeking low-impact strength work.
- Thai Massage Thai massage sessions offered at the Bend studio in Hamilton, Ontario as a recovery and wellness service for individual consumers.
Quantifiable outcome
- Recommended attendance of 3-4 times per week for immediate results in strength, flexibility, and stress reduction
Companies that use Bend
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles1 record
Bend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Bend partnerships and signals
Strategic signalScale indicators3 records
Recent moves8 records
Expansion highlights4 records
Bend competitors and assessment
Company assessmentOthers
- Mindbody: SaaS booking and business management platform used by Bend for class scheduling, memberships, and payments. Listed as a peer because it is the technology backbone of Bend's operations and a widely-used solution across comparable boutique fitness studios.
Broad incumbents
- SoulCycle: Large-scale indoor cycling brand offering signature spin classes with membership pricing. Comparable to Bend's Spin and Cyclone classes on modality, premium pricing, and instructor-led community experience, though operating at significantly larger scale.
- F45 Training: Global franchised functional training and HIIT studio brand with group class formats and monthly memberships. Comparable to Bend on HIIT/strength modality and class-pack/membership economics, though F45 is a scaled franchise vs. Bend's independent studio.
- Orangetheory Fitness: National franchised boutique fitness brand offering HIIT-style group classes with monthly memberships. Comparable to Bend's HIIT and strength-conditioning class mix, subscription pricing model, and group-coached format, but with far broader geographic reach.
- Peloton: Connected fitness platform offering on-demand and live-streamed spin, strength, yoga, and HIIT classes via subscription. Comparable to Bend's online Zoom subscription offering and multi-modality class portfolio, though as a digital-first scaled competitor.
- Club Pilates: Largest franchised Pilates studio brand offering group reformer classes on a membership/class-pack basis. Comparable to Bend in boutique studio format, group class delivery, and introductory pricing, but specialized in Pilates rather than yoga-led offerings.
Direct peers
- Modo Yoga: Multi-location boutique yoga studio chain with studios across Canada and the US offering group yoga classes, teacher training, and online options. Directly comparable to Bend in yoga modality, community positioning, and class-pass/membership model, though at much larger scale.
- Barre Fitness (Bar Method / Pure Barre franchisee studios): Boutique barre-focused fitness studios offering group classes with memberships and class packs. Comparable to Bend's Empower'd Barre offering, multi-class-pass pricing model, and boutique community-driven positioning.
- Hot Yoga: Canadian boutique yoga studio brand offering group yoga classes, memberships, and introductory offers. Closely comparable to Bend on studio format, pricing structure (intro offers, monthly unlimiteds), and Canadian market presence.
Regional players
- Down Dog Yoga (Toronto boutique studios): Toronto-based boutique yoga studio offering group classes, memberships, and teacher training. Comparable to Bend on community-driven positioning and class structure, though operating primarily in the Greater Toronto Area rather than Hamilton.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Bend social profiles
Digital presenceBend financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bend leadership team
Management profileNumber of profiles
Profiles1 record
Bend funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bend 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 Bend
What does Bend do?
Bend is a boutique fitness studio based in Hamilton, Ontario, that offers a multi-modality class schedule including Yoga, Spin, HIIT, Cyclone, Barre, and Thai Massage. The studio sells individual classes, class packs, and recurring attendance to local adult consumers seeking group fitness and recovery services.
Is Bend a public or private company?
Bend is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bend founded?
Bend was founded in 2011. It employs 11 to 50 people.
Where is Bend based?
Bend is headquartered in Hamilton, Canada, in the North America region.
How does Bend make money?
Four revenue lines are on record. Group Fitness Classes are the primary driver. The others are online Zoom Classes, thai Massage Services and introductory Offers.
Who are Bend's main competitors?
Mindbody is listed as an others. Broad incumbents are SoulCycle, F45 Training, Orangetheory Fitness, Peloton and Club Pilates. Direct peers are Modo Yoga, Barre Fitness (Bar Method / Pure Barre franchisee studios) and Hot Yoga. Down Dog Yoga (Toronto boutique studios) is listed as a regional player.
Does Bend have an API?
No public API is recorded for Bend.
What industry is Bend in?
Bend's product category is Boutique Fitness Services. Its primary akta.pro industry code is HSADACAA, General Yoga Instruction (Hatha/Vinyasa/Flow), with a secondary code of HSADABAE, Cycling/Spin Classes. Its NAICS code is 71394 and its SIC code is 7997.