SOULution Yoga

What SOULution Yoga does

SOULution Yoga, operating under SOULution 108 PTY LTD, is a privately held yoga and Pilates studio based in Belconnen, Canberra, Australia, with a single physical studio situated on Lake Ginninderra. Founded by physiotherapist Roz Penfold and yoga teacher Bonnie Argo, the studio offers a class portfolio that spans Foundations, Align, Yin, Flow, Burn, Uplevel, Full Spectrum, SOUL Strong, Happy Hour, and SOUL Expansion, alongside mat-based Pilates. Its teaching methodology, branded the SOUL Method, fuses Vedic tradition (Yoga Sutras, Bhagavad Gita) with modern biomechanics, and is delivered exclusively by instructors trained through SOULution's own 200-hour and 500-hour Teacher Training programs.

The company's revenue mechanics are diversified across multiple price points: a $55/10-day New Student Intro Offer as the acquisition funnel, casual drop-ins at $35, 5- and 10-class packs, 1/3/6/12-month unlimited memberships ranging from $260 to $2,249, a $95/fortnight direct debit plan with a 6-month minimum, and a $14.99/week online Yoga On Demand membership providing access to 180+ pre-recorded classes and 15 weekly live streams. Core go-to-market is direct-to-consumer, driven by community, word-of-mouth, local SEO, and social media, with bookings and operations managed through Mindbody, Waiver King, and Healcode. Add-on revenue streams include workshops, master classes, retreats, and 200/500-hour teacher training. Customer segments span yoga beginners, fitness-oriented practitioners, and wellness-minded adults locally, with an online segment serving remote practitioners globally.

Name

SOULution Yoga

Legal name

Red Dexter Trust & SOULution 108 PTY LTD

Website

https://soulutionyoga.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SOULution Yoga is a privately held yoga and Pilates studio in Belconnen, Canberra, offering in-person classes, an online on-demand library, and teacher training programs founded by a physiotherapist-led team.

Ownership category

akta.pro rank

Product category

Yoga and Pilates Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Power Yoga & Athletic Yoga Conditioning (HSADACAG), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Hot Yoga & Heated Pilates (HSADACAC), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE)

Keywords

• Yoga studio services
• Pilates classes
• Online yoga membership
• Yoga teacher training
• Barre fitness classes

Headquarters

HQ city

Brandon

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Classes - Unlimited Memberships: Recurring revenue from unlimited class memberships (1, 3, 6, 12 month terms) and fortnightly direct debit plans. Customers pay for unlimited access to in-studio classes. Direct debit requires minimum 6-month commitment.
2. Studio Classes - Class Packs: One-time purchases of class packs (5 or 10 classes) with expiration dates (7 weeks for 5-pack, 15 weeks for 10-pack). Lower commitment option for occasional practitioners.
3. Casual Drop-In Classes: Single-class payments at $35 per visit for flexibility-seeking customers.
4. Online Membership: Weekly subscription at $14.99 for unlimited access to 180+ pre-recorded classes and 15 live stream classes per week. No long-term commitment, cancel anytime with 72 hours notice.
5. Workshops & Master Classes: Special event classes with separate pricing. Non-refundable purchases, transfers to another individual permitted for same event.
6. Teacher Training & Mentorships: Teacher training programs with payment plan options. Non-refundable with studio credit available for withdrawals 30+ days before start date.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SOULution Yoga operates a physical yoga, Pilates and strength studio in Belconnen, Canberra delivering in-person group classes across beginner through advanced intensities (Foundations, Align, Yin, Flow, Burn, Uplevel, Pilates, SOUL Strong, Full Spectrum, Happy Hour, SOUL Expansion). It sells recurring class memberships, class packs, casual drop-ins and an introductory $55/10-day unlimited offer for new clients, alongside a $14.99/week online Yoga On Demand membership providing 180+ pre-recorded classes and 15 live stream classes per week.

Product overview

SOULution Yoga is a yoga and Pilates studio operator with a single-location, studio-services business model rather than a software platform. Its core product portfolio consists of in-person group fitness classes (yoga, Pilates, barre, and strength) and online membership access to pre-recorded and live stream classes. In-person class products include Foundations, Align, Yin, Flow, Burn, Uplevel, Pilates, SOUL Strong, Full Spectrum, Happy Hour, and SOUL Expansion — each a named class format varying in intensity, focus, and experience level. These are monetised through multiple pricing vehicles: a 10 Day New Student Intro Offer ($55), casual drop-ins ($35), 5 and 10 class passes, Starter Month membership, 1/3/6/12-month unlimited memberships, and a Direct Debit fortnightly unlimited membership. A Yoga On Demand online membership ($14.99/week) provides on-demand and live-stream access as a separate digital product. Add-on offerings include workshops, master classes, teacher training/mentorships, and retreats, all governed by distinct terms and conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Yoga, Pilates and Strength Classes Group classes offered in person at the Belconnen studio across beginner through advanced formats: Foundations (beginner), Align (alignment-focused), Yin (restorative), Flow (dynamic vinyasa), Burn (strong practice), Uplevel (extended burn with inversions/hand balances), Pilates (mat-based core strength), SOUL Strong (8-station, 40-minute strength), Full Spectrum (mind-body mobility), Happy Hour (heated flow) and SOUL Expansion (vinyasa with arm balances). Open to all levels where indicated; some formats require prior yoga experience.
• Online Yoga On Demand Membership Online streaming membership at $14.99/week providing unlimited access to 180+ pre-recorded on-demand classes and 15 live stream classes per week, with no long-term commitment and 72 hours written notice for cancellation. Delivered via the Healcode membership platform and intended for remote practitioners beyond the Canberra region.
• SOULution Yoga Teacher Training Program Yoga teacher certification programme offered at the 200-hour and 500-hour levels, co-taught by founders Roz Penfold and Bonnie Argo. All SOULution teaching faculty are required to complete this training. Payment plan options available; non-refundable terms with studio credit available for withdrawals 30+ days before start.
• Workshops and Master Classes Special-event classes with separate pricing, non-refundable purchases, and transfers to another individual permitted for the same event. Designed for students seeking deeper or themed experiences beyond the regular schedule.
• Yoga Retreats Package-based retreat trips for SOULution customers combining yoga practice with travel; cancellations more than 30 days prior receive partial refund (minus venue expenses) and within 30 days are entirely non-refundable per studio terms.

Quantifiable outcome

• Improved strength, flexibility, cardiovascular health and stress management through regular practice
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Alo Moves: Premium global online yoga platform with an on-demand class library and live classes at a comparable subscription price point; competes head-on with SOULution's $14.99/week Yoga On Demand offering.
• Glo: Established online yoga, Pilates and meditation platform with thousands of classes and a global subscriber base; direct competitor to SOULution's online membership for any subscriber outside Canberra.

Broad incumbents

• F45 Training: Australian-born functional fitness franchise with comparable class-based, recurring-membership model and a separate digital content offering — a broader incumbent competing for the same fitness-oriented consumer wallet in Australia.
• Fernwood Fitness: Australia's largest women's-only health and fitness club chain; offers group classes including yoga and Pilates with recurring memberships — a broad incumbent against which SOULution positions its premium boutique offering.

Regional players

• Modo Yoga: Internationally franchised hot yoga and Baptiste-influenced studio chain with teacher training programs; comparable to SOULution in heated class offerings, structured methodology and yoga-teacher-training revenue.
• CorePower Yoga: US-based yoga chain with heated vinyasa, teacher training and an on-demand digital platform; structurally similar to SOULution's studio-plus-online-plus-training model, though geographically non-overlapping.

Direct peers

• Kula Hot Yoga Australia: Multi-location Australian hot and power yoga chain; comparable to SOULution's hot Flow, Burn and Happy Hour class formats and recurring membership model.
• Body Mind Life: Sydney-based yoga and Pilates studio with a comparable membership/Pilates/yoga mix, teacher-training program, and strong local community brand — directly comparable to SOULution's studio-plus-training positioning in Australia.
• Power Living Yoga Australia: Australian yoga studio chain offering dynamic vinyasa, hot and power-yoga classes across multiple cities. Direct peer to SOULution in modality (power/flow yoga), pricing structure and teacher-training pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/soulutionyoga
• LinkedInlinkedin.com/company/soulution-yoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 SOULution Yoga