Dru Yoga

What Dru Yoga does

Dru Yoga is a UK-based social enterprise delivering yoga, meditation, and ayurveda programmes to individual wellness seekers, employer and NHS workplace wellbeing clients, and certified professionals. Founded in 1978 and incorporated in 1987 as Dru UK Ltd, the company is headquartered at Snowdonia Mountain Lodge in Bethesda, Wales, with a regional subsidiary, Dru Australia Ltd, serving Australasia. Across its history Dru has trained more than 4,000 yoga teachers and claims to have impacted roughly 1 million people globally through its certified teacher network and direct programmes.

The core offering is built around proprietary methodologies including the Energy Block Release (EBR) 1-7 sequences, a five-kosha (pancha kosha) framework, the Dru Yoga Therapy Framework, and a three-stage Dru Meditation system, with clinical evidence published in Occupational Medicine (2012 government-worker RCT; 2017 NHS 150-employee RCT) and the British Journal of Sports Medicine (2014 Liverpool FC injury-prevention study). The product surface comprises Dru Yoga, Dru Meditation, and Dru Ayurveda; the Dru Studio online platform and mobile app with 175+ video classes; in-person retreats at Snowdonia Mountain Lodge; and professional certification programmes including 200-hour and 300-hour teacher training, a BCYT-accredited Dru Yoga Therapy Postgraduate Diploma, and an Ayurveda Health Coach Diploma. Distribution runs through the company website, Dru Studio app, the Dru Professional Network (DPN) of certified teachers, and direct B2B contracts with NHS trusts, councils, schools, and professional sports teams.

Dru operates a multi-stream revenue model: course and training fees (ranging from £50 deposits to £5,800 diplomas), annual memberships (DPN £45-£65/year, Dru Studio £99-£149/year), retreat tickets (£415-£720), product sales through the Dru Shop, ticketed events, and donations. The Dru Professional Network acts as a distributed referral and channel partner, with Balens Ltd providing discounted professional indemnity insurance to DPN members as an embedded ecosystem service.

Name

Dru Yoga

Legal name

Dru UK Ltd

Website

https://druyoga.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Dru Yoga is a UK-based social enterprise founded in 1978 delivering evidence-based yoga, meditation, and ayurveda programmes via online platform Dru Studio, retreats at Snowdonia Mountain Lodge, and accredited teacher training serving individual practitioners, NHS and employer workplace wellbeing clients, and certified professionals.

Ownership category

akta.pro rank

Product category

Yoga and Wellness Services

NAICS

Offices of Other Health Practitioners (6213), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Guided Meditation Instruction (1:1 & Group) (HSADAJAA), Wellness Retreat Centers (Yoga, Meditation & Mindfulness) (THAGAMAB), Ayurveda & Traditional Healing (Ayurvedic Retreats, Panchakarma, Herbal Therapies) (THAJAHAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Yoga teacher training
• Meditation courses
• Ayurveda wellness
• Online yoga classes
• Workplace wellbeing

Headquarters

HQ city

Bethesda

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Course and Training Fees: Revenue from yoga teacher training courses (300-hour, 200-hour certifications), therapy diplomas, meditation courses, and ayurveda programmes. Pricing ranges from £50 deposits to full programme fees of £2,400–£5,800. Includes hybrid online and in-person delivery.
2. Product Sales (Webshop): Sale of books, ebooks, audio recordings (MP3s), and online self-study courses through the Dru shop. Products include titles such as 'The Flame That Transforms', Bhagavad Gita volumes, audio meditations, and self-study courses priced £1.99–£295.
3. Membership Subscriptions (DPN and Dru Studio): Annual DPN (Dru Professional Network) membership at £65/year (full) or £45/year (associate), and Dru Studio membership at £99/year (or £9.90/month) for members, with discounted rates for DPN members. Includes insurance discounts, CPD access, and course discounts.
4. Retreat Revenue: In-person retreat programmes at Snowdonia Mountain Lodge with pricing from £415 (retreats) to £720 (Yoga Nidra retreat), including shared twin/double rooms, camping, and campervan options. Early bird discounts available.
5. Event Tickets and Donations: Event-based revenue from tickets for specific events such as the 90 Minutes of Peace celebration (£10–£50 donations) and masterclasses, with CPD points offered to DPN members.
6. Donations: Dru accepts donations through its webshop ('Make a Donation to Dru') and encourages charitable contributions as a social enterprise.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Dru Yoga delivers yoga, meditation, and ayurveda education and practice through multi-format programmes. Its core commercial offerings include yoga teacher training courses (200-hour and 300-hour certifications), the BCYT-accredited Dru Yoga Therapy Diploma, Ayurveda Health Coach Diploma, in-person retreats at Snowdonia Mountain Lodge, the Dru Studio online platform with 175+ classes and a mobile app, the Dru Shop for books/audio/self-study courses, and workplace wellbeing programmes sold to NHS trusts, councils, and corporate employers.

Product overview

Dru Yoga operates as a multi-platform wellness organization offering a unified ecosystem of yoga, meditation, and Ayurvedic education and practice. The core offerings include Dru Yoga (soul-based yoga with Energy Block Release sequences), Dru Meditation (three-stage progression system), and Dru Ayurveda (ancient healing science for modern life). These are supported by Dru Studio, an online platform with 175+ video classes and mobile app access, and Dru Shop for books, e-courses, and audio products. In-person experiences include retreats at Snowdonia Mountain Lodge. Professional development spans Yoga Teacher Training (200-hour foundation), 300 Hour Advanced Teacher Training, Dru Yoga Therapy Diploma (BCYT-accredited postgraduate), and Ayurveda Health Coach Diploma. The Dru Professional Network (DPN) provides membership, insurance, and CPD resources for certified practitioners. The company positions itself at the intersection of ancient yogic wisdom and modern science, with evidence-based research published in Occupational Medicine and the British Journal of Sports Medicine.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 89% of Dru Yoga practitioners report better ability to handle stress (survey of 440+ practitioners)
• +7 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Balens LtdminorOthersDPN members are entitled to substantially discounted specialist insurance through Balens Ltd, a specialist insurance broker for health and wellbeing professionals. This is a benefit programme rather than a strategic partnership — Balens provides insurance coverage to Dru's professional network members at reduced premiums.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• British Wheel of Yoga: UK national governing body for yoga offering teacher training accreditation and CPD. Comparable as a professional-body/accreditation peer to Dru's BCYT and Yoga Alliance International registrations.
• Yoga International: Established online yoga education and teacher training subscription platform. Overlaps with Dru's teacher training and online class subscription offerings.
• Gaia (formerly GaiamTV): Large subscription streaming platform focused on yoga, meditation, ayurveda and holistic content. A broader incumbent in the same yoga/wellness streaming category as Dru Studio.
• Alo Moves: Premium subscription streaming platform for yoga, fitness, and meditation classes. Comparable as a competitor for online yoga subscribers in the same consumer segment.
• Breathe Yoga (Sky TV / Sky branded): Mainstream TV/streaming wellness content platform with yoga and meditation classes. Comparable as a distribution channel competitor for at-home yoga/meditation consumption.

Direct peers

• Movement for Modern Life: UK online yoga and meditation platform offering streaming classes from named teachers. Closely comparable to Dru Studio and the broader Dru online content model.
• Glo (formerly YogaGlo): Subscription streaming platform with 1000s of yoga, meditation and breathwork classes. Direct competitor to Dru Studio in the online yoga/med subscriber category.
• Art of Living / Sri Sri Yoga: Global non-profit offering integrated yoga, meditation and ayurveda teacher training with a community-led model. The closest direct comparison to Dru's combined yoga + meditation + ayurveda practice.
• The Minded Institute: UK-based training provider offering yoga therapy and mindfulness diplomas with clinical/health-focus. Closely comparable to Dru's BCYT-accredited Yoga Therapy Diploma.

Regional players

• Triyoga London: UK yoga studio chain offering multi-style yoga, teacher training and teacher CPD. Comparable as a UK-based yoga training provider in a shared market to Dru.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/druyoga
• Facebookfacebook.com/druyogauk
• LinkedInlinkedin.com/company/dru-yoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 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 Dru Yoga