Yogayama

What Yogayama does

Yogayama is a privately held yoga school and integrated wellness operator headquartered in Östermalm, Stockholm (Jungfrugatan 8), operating from a single physical location since 2005. The company's core offering is a broad in-person yoga class schedule spanning Hatha, Vinyasa, Ashtanga, Yin, Rocket, and specialty formats, taught by senior faculty with international credentials including Yoga Alliance-approved 200h and 500h teacher training programs. The technology stack supporting operations consists of a WordPress/WooCommerce website, a custom iOS/Android mobile app, the BRP Systems GoActive booking platform, and standard SaaS tools (Mailchimp, Bambora, Office 365) — there is no proprietary AI/ML or data infrastructure.

Yogayama generates revenue from approximately ten distinct streams. Recurring consumer revenue comes from annual memberships (1,100 kr/month base, up to 15,000 kr for Mysore add-on) and shareable class cards. Higher-margin non-recurring revenue comes from certified teacher training (49,000 kr for 200h), body treatments (Ayurveda, massage, acupuncture), personal training (1,500-2,250 kr/session), corporate Focus Training programs (9,200 kr/participant), and an expanding e-learning platform serving global students. The site also operates an on-site organic restaurant, a retail store carrying the proprietary Yogayama Organic brand, and gift cards. Distribution is omnichannel: physical studio, mobile app, web e-commerce, and integrations with Swedish friskvård benefit platforms (Benify, Edenred, Epassi) for employer-funded purchases.

The company serves four identifiable customer segments: individual consumers (primary), corporate/enterprise clients via B2B sales, aspiring yoga teachers pursuing certification, and women in life transitions seeking integrative health support. The registered entity is Yogayama AB (Swedish private limited company), with no disclosed external investment, parent company, or subsidiary structure. The business model is best characterized as a mature single-location premium service operator extending its curriculum and brand into adjacent digital and clinical-adjacent verticals without physical expansion.

Name

Yogayama

Legal name

Yogayama AB

Website

https://yogayama.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Yogayama is a Stockholm-based yoga school operating from a single premium Östermalm studio since 2005, offering in-person classes, Yoga Alliance-certified teacher training, e-learning courses, body treatments, corporate wellness programs, and an on-site restaurant and retail store, serving individual consumers, aspiring teachers, and corporate clients.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (713940), Business Schools and Computer and Management Training (6114), Professional and Management Development Training (61143)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

Keywords

• Yoga studio services
• Yoga teacher training
• Corporate wellness programs
• Ayurvedic body treatments
• Yoga e-learning courses

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Memberships: Recurring monthly or annual subscriptions offering unlimited access to regular class schedule. Base membership at 1,100 kr/month via autogiro or 12,600 kr annual. Add-ons available for Mysore practice (1,300 kr/month) and Flex option without commitment (1,350 kr/month). Includes locker access, treatment discounts, and guest passes.
2. Class Cards (Klippkort): Flexible prepaid cards for individual classes. Options include 5+1 classes (1,250 kr), 10+2 classes (2,300 kr), 20+3 classes (3,950 kr). Cards are transferable and valid 1-6 months depending on tier.
3. Teacher Training Programs: 200h and 500h certified yoga teacher training programs. Full 200h program priced at 49,000 SEK (45,500 SEK early bird). Payment plans available through Human Finance. Includes TT-student membership option.
4. Body Treatments: Ayurvedic, massage, acupuncture, and wellness treatments. Includes Abhyanga, Shirodhara, lymphatic massage, acupuncture, facelift massage, and stress release packages. Booking via treatment menu.
5. Personal Training: One-on-one yoga instruction customized to individual needs. Session options: 60 min (1,500 kr), 75 min (1,875 kr), 90 min (2,250 kr). Additional person option available for 400 kr.
6. Focus Training Corporate Program: 5-week self-leadership program for corporations at 9,200 kr per participant. Includes weekly sessions, breakfast, homework support, and free yoga membership during course period.
7. E-Learning Courses: Online courses for yoga education. Pricing: Anatomy for Asana (4,900 kr), Introduction to Pranayama (2,000 kr), Philosophy for Asana (2,250 kr), Core Competencies (850 kr). Free Yoga Prep course available.
8. Restaurant: On-site restaurant serving healthy organic meals using seasonal, local ingredients. Sustainable practices with focus on minimizing food waste.
9. Retail Store: Shop selling curated yoga-related products and Yogayama Organic branded merchandise including yoga books, body care, and yoga accessories.
10. Gift Cards: Presentkort valid for yoga, treatments, training, and store. Options include massage (1,000 kr), 10-class cards (2,300 kr), PT sessions (1,500 kr), and custom amounts. Valid for 1 year.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Yogayama operates a physical yoga studio in Östermalm, Stockholm offering daily group yoga classes (Hatha, Vinyasa, Ashtanga, Yin, Rocket) alongside Yoga Alliance-certified 200-hour and 500-hour teacher training programs, an online e-learning course platform, and corporate wellness programs including Focus Training. The studio also provides Ayurvedic and Eastern-medicine body treatments, an organic on-site restaurant, and a retail shop selling the proprietary Yogayama Organic brand.

Product overview

Yogayama is a yoga studio offering a comprehensive wellness ecosystem. The core offering centers on in-person yoga classes (Hatha, Vinyasa, Ashtanga, Yin, Rocket, specialty formats) and internationally certified Yoga Alliance teacher training programs (200h and 500h). The portfolio extends to digital E-Learning courses, the Yogayama Care holistic health initiative, corporate wellness programs including Focus Training, body treatments (Ayurveda, massage, acupuncture), and an on-site restaurant and organic product shop. Memberships (annual passes, class cards, trial passes) and personal training sessions provide flexible access, while gift cards round out consumer offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Yogayama Care: Holistic health and wellness program focusing on integrative medicine, stress management, and preventive health.
• Yogayama Focus Training
• Yogayama Teacher Training
• Yogayama Organic

Products and services

• Yoga Classes (Gruppträning) In-person group yoga classes including Hatha, Vinyasa, Ashtanga, Yin, Rocket, and specialty formats taught by experienced instructors at the Östermalm studio in Stockholm. Targeted at local individual practitioners from beginners to advanced levels.
• Yogayama Teacher Training 200h (RYS 200) Internationally recognized foundational yoga teacher training certified by Yoga Alliance (RYS 200), covering asana, pranayama, meditation, anatomy, philosophy, Ayurveda, and pedagogy over 7 modules. Priced at 49,000 SEK (45,500 SEK early bird) with payment plans via Human Finance. Targeted at aspiring yoga teachers globally.
• Yogayama Teacher Training 500h (RYS 500) Advanced yoga teacher training program (RYS 500) for experienced teachers seeking deeper knowledge in specialized areas, certified by Yoga Alliance. Targeted at certified yoga teachers pursuing advanced credentials.
• Yogayama E-Learning Courses Online self-paced courses covering yoga anatomy, pranayama, philosophy, teaching competencies, and meditation, taught by Yogayama's senior teachers with completion certificates. Targeted at international yoga practitioners and teachers seeking continuing education.
• Yogayama Focus Training 5-week leadership and self-management program combining yoga practice, practical health, and personal development. Includes weekly sessions with breakfast, homework support, and digital materials. Priced at 9,200 kr per participant. Targeted at corporate professionals and individuals seeking self-leadership skills.
• Yogayama Care (Menopause and Integrative Medicine Course) Holistic health program integrating yoga with integrative medicine, stress management, and women's health. Includes a 6-session menopause course priced at 4,900 kr with guided sessions, materials, and follow-up homework. Targeted at women experiencing hormonal transitions and individuals seeking stress recovery.
• Body Treatments (Ayurveda, Massage, Acupuncture) Eastern medical body treatments including Abhyanga, Shirodhara, Vishesh, lymphatic massage, Marmamassage, Kalari Chikilsa, Udwarthana, acupuncture, facelift massage, and stress release packages. Targeted at individual clients seeking recovery, relaxation, and balance.
• Årskort (Annual Membership) Annual yoga membership providing unlimited access to the regular class schedule with options for Mysore or Flex add-ons. Includes locker access, sauna, 20% discount on treatments, and guest privileges. Base 1,100 kr/month via autogiro or 12,600 kr paid annually. Targeted at regular local practitioners.

Quantifiable outcome

• Nervous system regulation and stress reduction through yoga practice
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• BRP Systems ABcoreTechnology or IntegrationExternal booking and membership management system provider. All class bookings, membership purchases, and account management occur through BRP's GoActive platform integrated into Yogayama's website and app.
• Mornington Hotel (Nybrogatan 53)supportingOthersPartner hotel offering 15% discount to Yogayama teacher training students. Located near studio in Stockholm. Contact Yogayama for discount codes.
• BenifysupportingChannel Partner/ Reseller/ DistributorEmployee benefits platform through which corporate customers purchase Yogayama memberships and treatments using their friskvård employer benefits.
• EdenredsupportingChannel Partner/ Reseller/ DistributorEmployee benefit card accepted for on-site treatment and class purchases at Yogayama studio. Corporate wellness payment solution.
• EpassisupportingChannel Partner/ Reseller/ DistributorEmployee wellness benefit platform enabling corporate customers to purchase Yogayama services through their employer-provided health accounts.
• Leena Källqvist (Psychotherapist)supportingStrategic or Co-development PartnerCollaborative partnership for Yogayama Care podcast 'In the Benefit of Others'. Integrates psychotherapy perspective with yoga and integrative medicine content.
• Akademiskt PrimärvårdscentrumsupportingStrategic or Co-development PartnerHealthcare certification body for FAR (Fysisk Aktivitet på Recept) program. Yogayama is certified to receive patients with exercise prescriptions from healthcare providers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alo Moves: Premium subscription yoga and fitness platform from Alo Yoga brand. Competes directly with Yogayama's e-learning pricing tier (~$20-40/month range) for digitally engaged yoga practitioners.
• Modo Yoga: International hot yoga studio franchise with multiple locations across North America and Europe. Most directly comparable business model to Yogayama — membership-based studios plus teacher training in yoga lineages.
• Yogobe: Swedish subscription-based online yoga platform offering on-demand classes with Swedish instructors. Directly competes with Yogayama's e-learning platform on home-market digital yoga content.
• YogaWorks: Multi-location yoga studio chain (US-based) offering classes, teacher training, and online content. Closest business-model analog to Yogayama's combination of studio, teacher training, and e-learning.
• Glo: Global subscription yoga and Pilates platform with thousands of on-demand classes. Directly competes with Yogayama's e-learning courses for international students and digital yoga audiences.

Broad incumbents

• SATS: Largest Nordic fitness chain operating gyms and group classes across Sweden, Norway, Denmark, and Finland. Overlaps with Yogayama in Stockholm-based group fitness memberships but offers broader (non-yoga-specialist) fitness at lower price points.
• CorePower Yoga: Largest US yoga studio chain (200+ locations) with memberships, teacher training (Yoga Alliance certified), and digital content. Comparable scaled model to a hypothetical Yogayama franchise rollout.
• Peloton: Global connected fitness platform with yoga, strength, and meditation classes. Sets the pricing and engagement benchmark Yogayama's e-learning platform competes against for digital yoga subscribers.
• Friskis&Svettis: Sweden's largest membership-based fitness organization with low-cost group classes including yoga. Overlaps with Yogayama's Stockholm membership audience but at significantly lower price points and broader fitness scope.
• Nordic Wellness: Major Swedish gym chain with multiple Stockholm locations offering group classes including yoga. Broader fitness portfolio but competes for Stockholm wellness membership share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/yogayama_ostermalm

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Yogayama