British Wheel of Yoga

Name

British Wheel of Yoga

Legal name

The British Wheel of Yoga Limited

Website

https://bwy.org.uk

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Yoga Education and Teacher Training

NAICS

Sports and Recreation Instruction (61162)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Yoga teacher training
• Yoga membership organisation
• Yoga certification programs
• Yoga community events
• Continuing professional development yoga

Headquarters

HQ city

Sleaford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: Annual membership subscriptions providing access to member benefits including free access to live online BWY Members Sessions, discounts on yoga apparel, books, and advertising, plus professional recognition and community connection.
2. Teacher Training Courses: Foundation courses, Diploma in yoga teacher training, and Certificate programs generate revenue through tuition fees. Registration fees are paid by tutors or ATOs on behalf of students.
3. Events and Workshops: Revenue from regional and national yoga events, workshops, retreats, and festivals. Free community events are used for lead generation.
4. Advertising (Spectrum Magazine): Advertising opportunities in the national members magazine Spectrum and regional community newsletters (In The Loop, Beyond The Mat, With The Flow). Members receive 30% discount on non-member advertising rates.
5. Short Course Registration: Registration fees for short courses (up to 30 hours), such as the Chakras and Human Energy System course with £30 registration fee plus separate tuition fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The British Wheel of Yoga (BWY) delivers professional yoga teacher training (Foundation Courses 1 and 2, Certificate and Diploma), continuing professional development and short courses, an annual membership programme with an Associate Teacher pathway, regional community events and festivals, and the Spectrum member magazine. It also runs the BWY Member Portal (portal.bwy.org.uk) for yoga search, training search and event booking, supported by a network of 100+ volunteers across twelve UK regional communities.

Product overview

The British Wheel of Yoga (BWY) operates as a unified membership and training organization offering a structured progression pathway for yoga practitioners to become certified teachers. The portfolio includes BWY Foundation Courses 1 and 2 (entry-level training), BWY Certificate and Diploma in Yoga Teacher Training (core credentialing programs), Professional Development and CPD courses (including specialized short courses like Chakras and The Human Energy System), and an Associate Teacher Membership pathway for teachers from other training backgrounds. The organization supports its members through the BWY Member Portal (portal.bwy.org.uk) for events, training search, and resources; Spectrum Magazine for member communications and advertising; the Wilfred Clark Bursary for financial support; and the Heart of Yoga Awards recognizing volunteer contributions. BWY serves more than 5000 members across regional communities throughout England, Scotland, and Wales.

Differentiator

Problem solved

Functional benefit

Brands

• Spectrum: BWY's national members magazine featuring articles, advertising, and content related to yoga practice and teaching.
• In The Loop
• Beyond The Mat
• With The Flow
• On The Pulse
• Heart of Yoga Awards
• Climate Action Programme

Products and services

• BWY Foundation Course 1

Quantifiable outcome

• Yoga improved motor function, balance, functional mobility, anxiety, depression and quality of life in people with Parkinson's
• +1 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Parkinson's UKcoreStrategic or Co-development Partner · 9 February 2026BWY has partnered with Parkinson's UK to make yoga more accessible for people living with Parkinson's, their families and carers. The partnership includes a free 45-minute online chair yoga class on World Parkinson's Day (April 10, 2026), led by BWY Special Yoga Tutor Richard Kravetz. The collaboration aims to give yoga teachers tools to welcome people with Parkinson's and ensure no one feels yoga 'isn't for them'.
• Sport EnglandcoreOthersBWY is recognized by Sport England as the National Governing Body for Yoga in England, providing official regulatory status and legitimacy within the UK sports and physical activity sector.
• Sport WalescoreOthersBWY is recognized by Sport Wales as the National Governing Body for Yoga in Wales, providing official regulatory status and legitimacy within the Welsh sports and physical activity sector.
• SOAS Centre of Yoga Studies (University of London)minorStrategic or Co-development PartnerBWY collaborates with SOAS Centre of Yoga Studies for events including the SOAS BWY Autumn Summit. Partnership includes prize draws and survey feedback competitions with book prizes from Singing Dragon.
• Special YogaminorStrategic or Co-development PartnerRichard Kravetz co-founded Special Yoga in London in 2000 with Jyoti Manuel, helping build a national body dedicated to yoga for people with special needs and creating early models for chair-based and sensory-adapted sessions.
• SenseminorStrategic or Co-development PartnerRichard Kravetz has worked with Sense (national charity for people who are deafblind or have complex sensory impairments) for over 20 years, creating and delivering accessible sessions for people in wheelchairs and writing Sense's yoga programme.
• Prison Phoenix TrustminorStrategic or Co-development PartnerBWY teacher Emma Nicholson uses her Prison Phoenix Trust training to deliver trauma-informed yoga and meditation sessions at a youth offenders institution.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BritishWheelofYoga
• Instagraminstagram.com/britishwheelofyoga
• Xx.com/bwylondon
• LinkedInlinkedin.com/company/british-wheel-of-yoga

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 British Wheel of Yoga