Humming Puppy

What Humming Puppy does

Humming Puppy is a privately-held Australian yoga studio operator founded in 2014, headquartered in Redfern, Sydney, with a trans-Pacific footprint that includes a second studio in New York City. The company offers in-studio yoga classes (Mellow Hum, Unified Hum, Dynamic Hum, Foundation Hum, etc.), Sound Bath Journeys, corporate wellness programs, studio rentals, gift cards, and a global digital streaming product called Humming Puppy On Demand. The core technical differentiator is 'The Hum,' an in-house engineered soundscape combining the 7.83hz Schumann Resonance, 40hz Gamma wave frequencies, and Himalayan crystal singing bowls, deployed across every class to drive brainwave entrainment and a sense of immersive calm.

The business model is a multi-channel hybrid of physical studios and digital distribution. Direct-to-consumer revenue comes from monthly auto-renewing studio memberships (NYC Unlimited $249/mo, Sydney Weekly Unlimited $50/week, 4-class tiers), one-time class packs ($165 for 5 in NYC), and Sound Bath experiences. A separate On Demand subscription ($19.99/mo or $199.99/yr) monetizes the digital library globally via uscreen.io. B2B revenue is generated through corporate wellness (VIP Partner Perks, Office Unplug, Urban Retreat) and studio rentals for events and buyouts. A self-paced 20-Hour Yoga Nidra Training at $349 adds an education vertical. Bookings are processed through MindBody, and the Humming Puppy Studios mobile app supports self-serve scheduling and mat selection.

The company serves individual yoga practitioners (beginners through experienced) as its primary segment, with corporate clients and group bookings as secondary. It employs 11-50 staff across the two studios and works with 30+ teachers drawn from multiple lineages. Humming Puppy Pty Ltd is incorporated in Victoria, Australia, with no disclosed institutional investors, parent companies, or capital raises, indicating founder/owner-operated ownership. Notable risks for an investment audience include absence of disclosed revenue or unit economics, no AI personalization layer in the digital product, reliance on physical studio utilization, and concentration of premium pricing in two metro markets.

Name

Humming Puppy

Legal name

Humming Puppy Pty Ltd

Website

https://hummingpuppy.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Humming Puppy is a privately-held yoga studio operator with locations in Sydney and New York City, offering in-studio classes, sound bath experiences, and a global On Demand streaming platform built around its proprietary 'The Hum' soundscape technology. It serves individual practitioners, corporate clients, and group bookings.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

akta.pro primary industry

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

akta.pro secondary industries

Sound Meditation & Sound Bath Sessions (HSADAJAD), Yoga Nidra & Deep Relaxation Practices (HSADAJAE), Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Yoga studio classes
• Sound bath therapy
• Corporate wellness programs
• Yoga membership subscriptions
• On-demand yoga platform

Headquarters

HQ city

Redfern

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships: Monthly auto-renewing memberships providing unlimited or limited class access combined with On Demand subscription. Includes guest passes, workshop discounts, and waitlist priority for premium tiers.
2. Class Packs and Single Classes: One-time purchases of individual classes or bundled class packs (e.g., 5-class packs) with expiration dates ranging from 45-60 days.
3. Sound Bath Experiences: Sound Bath Mini (30-45 minutes) and Sound Bath Journeys (60-90 minutes) offered as standalone events or add-ons. Members receive 30% discount on Sound Bath Journeys.
4. On Demand Subscription: Online platform providing unlimited access to hundreds of classes, curated collections, and sound experiences for at-home practice. Offered as standalone subscription or bundled with studio memberships.
5. Corporate Wellness and Studio Rentals: Bespoke wellness programs for corporate clients, including VIP partner perks, office unplug sessions, and urban retreats. Studio rentals for private events including class buyouts, half-day and full-day rentals.
6. Education Programs: 20-Hour Yoga Nidra Training offered as fully on-demand, self-paced educational program.
7. Gift Cards: Digital gift cards delivered electronically for classes, memberships, and training programs. Redeemable within 1-3 years from purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Humming Puppy operates yoga studios in Sydney and New York City that deliver in-studio yoga classes paired with a proprietary 'Hum' soundscape combining Schumann Resonance and Gamma wave frequencies. Core offerings include multi-style yoga classes (Mellow Hum, Unified Hum, Dynamic Hum, Flow & Restore, Foundation Hum, Community Hum), Sound Bath Mini and Sound Bath Journeys featuring crystal singing bowls, plus a Humming Puppy On Demand digital subscription platform. The studios provide all-inclusive amenities (mats, props, towels, showers, premium bathing products) within heated practice spaces.

Product overview

Humming Puppy is a yoga studio offering a multi-location experience with two distinct studio locations (Sydney, NSW and New York, NYC). The company provides a unified product portfolio centered around yoga and sound healing, combining traditional yoga practices with a proprietary soundscape called 'The Hum.' Core offerings include in-studio yoga classes (various styles), Sound Bath Journeys, and Humming Puppy On Demand (online video platform). Additional products include corporate wellness programs, studio rentals, gift cards, and various membership tiers. The company integrates with MindBody Online for class scheduling and booking, and uscreen.io for video streaming services.

Differentiator

Problem solved

Functional benefit

Brands

• Humming Puppy On Demand: Online platform providing unlimited access to the healing soundscape, at-home practice classes, daily meditations, and mindful movement content

Products and services

• Humming Puppy Studio Classes
• Sound Bath Journeys
• Humming Puppy On Demand
• Corporate Wellness Programs
• Studio Rentals
• 20-Hour Yoga Nidra Training Fully on-demand and self-paced educational program for learning Yoga Nidra techniques, available anytime anywhere. Priced at $349 as a one-time perpetual license.
• Gift Cards

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sky Ting Yoga: NYC-based boutique yoga studio with strong brand identity, on-demand streaming offering, and a similar community-driven, premium-pricing model. Direct competitor in the NYC boutique yoga category.
• Modo Yoga: International hot yoga studio chain with community and sustainability focus. Comparable to Humming Puppy's heated studio model and multi-location boutique positioning.
• Underbelly Yoga: San Diego-based boutique yoga and sound healing studio combining yoga with sound bath and immersive experiences. Closely comparable sound-integrated positioning to Humming Puppy's The Hum.
• Y7 Studio: Boutique heated yoga studio in NYC and LA with hip-hop and hip branding at premium price points. Closely comparable to Humming Puppy in target customer, urban studio footprint, and premium positioning.

Broad incumbents

• CorePower Yoga: Largest US hot yoga and boutique fitness chain with hundreds of studios and a digital platform. Comparable in heated yoga offering and target demographic but operates at vastly greater scale.
• YogaWorks: Established multi-location yoga studio chain offering diverse class styles, teacher training, and digital content. Comparable breadth of offering but at traditional rather than premium-sound positioning.
• Peloton: Connected fitness platform with a sizable yoga and meditation content library plus subscription streaming. Comparable in providing digital yoga subscriptions, but competes at vastly larger scale and without the in-studio component.

Emerging players

• Glo (Yoga, Pilates, Meditation): Subscription-based online yoga, pilates, and meditation platform with thousands of classes. Comparable to Humming Puppy On Demand as a digital yoga subscription and a potential substitute for in-studio attendance.
• Sky Ting On Demand: Direct-to-consumer digital yoga platform complementing Sky Ting's physical studios. Comparable to Humming Puppy On Demand in extending boutique studio IP into a global subscription product.

Regional players

• Woom Yoga: Boutique yoga studio in Sydney with heated classes and a wellness-forward brand. Comparable Australian competitor serving the same local market as Humming Puppy's Sydney studio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HummingPuppy
• Facebookfacebook.com/hummingpuppy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Humming Puppy