YogaBugs

What YogaBugs does

YogaBugs UK Ltd is a UK-based children's yoga and mindfulness company founded in 2003, headquartered in Solihull, operating a 20+ year-old franchise delivery model that places trained, DBS-checked teachers into primary schools and nurseries for PE/PPA, PSHE, SEND, and SATs preparation sessions across England. The company's core digital product, YogaBugs Virtual, is a web-based wellbeing platform launched in 2020 containing over 200 pre-recorded yoga, mindfulness, and movement sessions — 120 PE-hall sessions, 105 classroom sessions, Brain Breaks, a SEND programme, staff wellbeing resources, a parent portal, and impact reporting — that schools can self-implement within approximately 30 minutes. Adjacent products include age-segmented community classes (MiniBugs 1-2 years, MightyBugs 2-3 years, MegaBugs 3-7 years, Yoga'd Up 8-13 years), the Tools for Life nursery programme, the £995 SEND Graduated Approach training course covering 27 SEND issues, a 10-week SATs preparation course, and bespoke portals for nurseries and special schools.

Revenue is generated through three channels: (1) hourly/daily school session fees paid by primary schools, typically funded through sports premium or pupil premium budgets; (2) annual school licenses to YogaBugs Virtual and one-time purchases of the SEND training course; and (3) corporate sponsorship routed through the Children's Wellbeing CIC, a Community Interest Company established in 2025 that connects businesses (legal, financial, recruitment, healthcare, F&B, construction) with schools to fund three-year Virtual platform access at approximately £4,000 per year per sponsor. Distribution combines a UK franchise teacher network, a self-serve digital portal, a CIC-mediated corporate sponsorship channel, and direct B2C community classes. The company is privately held, has no disclosed external funding, and has set a public mission to reach 1-1.5 million children by 2030.

Name

YogaBugs

Legal name

YogaBugs UK Ltd

Website

https://yogabugs.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

YogaBugs is a privately held UK children's yoga and mindfulness company, founded in 2003, that delivers curriculum-linked yoga and wellbeing content to primary schools, nurseries, and special schools via a franchise teacher network, a 200+-session web platform (YogaBugs Virtual), and corporate sponsorships routed through its Children's Wellbeing CIC.

Ownership category

akta.pro rank

Product category

Children's yoga and mindfulness education

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (61171), Child and Youth Services (62411)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Kids & Family Yoga (HSADACAK)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Children's yoga classes
• School mindfulness programmes
• Wellbeing education platforms
• Nursery physical development
• SEND training courses

Headquarters

HQ city

Solihull

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. School Session Fees: Schools pay agreed hourly/day rates for live yoga and mindfulness sessions delivered by franchisee teachers. Based on discounted rates with £100/hour standard rate for schools failing to pay on time.
2. YogaBugs Virtual Platform License: Annual subscription license for schools to access the complete digital platform including all video content, resources, staff training, and parent portal access. Schools can fund through sports premium or pupil premium.
3. SEND Training Course: One-time purchase of £995 per school for the SEND Graduated Approach training course with unlimited user access. Discounts available for multi-purchase for Academies.
4. Social Value Sponsorship (CIC): Children's Wellbeing CIC connects businesses (construction companies, law firms, healthcare) with schools to sponsor YogaBugs Virtual access for 3 years. Businesses fund £4,000/year for school sponsorship package.
5. SATs Preparation Courses: Weekly session courses (minimum 1 hour per week for 10 weeks) plus optional staff training workshops on relaxation and mindfulness techniques.
6. Nursery/Community Classes: Classes for MiniBugs (1-2 years), MightyBugs (2-3 years), MegaBugs (3-7 years), Yoga'd Up (8-13 years), birthday parties, and clubs for Reception through Year 6.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

YogaBugs delivers children's yoga and mindfulness classes through a UK franchisee network in primary schools and nurseries, complemented by YogaBugs Virtual — a web-based whole-school wellbeing platform with 200+ pre-recorded video sessions, a SEND programme, staff training, and a parent portal. Offerings span PE/PPA cover, PSHE, SATs preparation, SEND support, and age-banded parent classes (MiniBugs, MightyBugs, MegaBugs, Yoga'd Up).

Product overview

YogaBugs is a specialist children's yoga and mindfulness company operating for over 20 years. The core offering is YogaBugs Virtual, a whole-school online wellbeing platform with over 200 sessions. Age-specific class programmes include MiniBugs (1-2 years), MightyBugs (2-3 years), MegaBugs (3-7 years), and Yoga'd Up (8-13 years). Supplementary offerings include the Tools for Life Nursery Programme, SEND Graduated Approach Course (£995), SATs Preparation Course, Staff Workshops, and PE/PPA Programmes. The Children's Wellbeing CIC sub-brand enables businesses to sponsor school access through the S.O.S Support Our Schools initiative.

Differentiator

Problem solved

Functional benefit

Products and services

• YogaBugs Virtual Whole-school online wellbeing platform with over 200 pre-recorded sessions (120 PE sessions, 105 classroom sessions, Brain Breaks, SEND programme, staff wellbeing, parent portal, staff training, and impact reporting) for primary schools.
• MiniBugs Parent-and-toddler yoga classes for children aged 1–2 years, featuring story-led yoga adventures and simple breathing, relaxation, and visualisation techniques.
• MightyBugs Parent-and-toddler yoga classes for children aged 2–3 years using popular stories such as The Three Little Pigs and The Gruffalo, combined with breathing, relaxation, and visualisation techniques.
• MegaBugs Story-based yoga classes for children aged 3–7 years improving balance, flexibility, and coordination through imaginative themed adventures.
• Yoga'd Up Yoga classes for children aged 8–13 years using challenging postures, partner work, fun yoga games, and relaxation techniques.
• Tools for Life - Nursery Programme Nursery programme enhancing children's physical, social, and emotional development through story-style yoga classes incorporating EYFS-supported class plans and early intervention for mental wellbeing.
• SEND Graduated Approach Course Online training course for school staff covering 27 different SEND issues across five modules: SEND Code of Practice, Learning and Cognition, Communication and Interaction, Social Emotional and Mental Health, and Sensory and Physical.
• SATs Preparation Course 10-week programme for Year 2 and Year 6 groups teaching breathing, relaxation, and mindfulness techniques to help children cope with exam stress and anxiety.
• Staff Workshops Health & Wellbeing workshops and Mindfulness Introduction Training for school staff, covering stress management, breathing techniques, and strategies to deliver mindfulness to children.
• PE/PPA Programmes Physical education classes delivered in schools, either face-to-face with a teacher or through pre-recorded YogaBugs Virtual sessions, covering teacher PPA time with cross-curricular learning through stories.
• YogaBugs Virtual for Nurseries Bespoke nursery child development programme with 30 yoga sessions, 15 classroom sessions, hundreds of mindfulness activities, practitioner guidance, online certificate templates, and parent portal access.
• YogaBugs Virtual for Special Schools Inclusive wellbeing platform for special schools supporting the physical, emotional, and mental wellbeing of children and young people with a wide range of additional needs.
• School Clubs Breakfast and after-school clubs for Reception through Year 6 teaching yoga moves, breathing, and relaxation techniques. Can be fully or partly funded via school or booked online by parents.

Quantifiable outcome

• 92% of schools increased their SATs results
• +5 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered minor and core.

• HannafinminorGTM or Marketing Partner · 1 June 2026Business partner sponsoring Foley Park Primary Academy through YogaBugs Local Heroes initiative. Supports online wellbeing platform for primary schools with educational yoga and mindfulness content.
• HCB SolicitorsminorGTM or Marketing Partner · 1 February 2026HCB Solicitors, a full-service law firm with national presence, sponsored Batchley First and Nursery School through YogaBugs Virtual. CEO Daniel da Silva has personal connection to SEND issues. Partnership reflects firm's commitment to supporting young people in communities where they operate.
• Smart HomesminorGTM or Marketing Partner · 1 February 2026Local business committed to investing in future of community by supporting children's mental health and wellbeing. Partnership with YogaBugs reflects shared belief that when children feel calm, confident, and supported, they better learn and thrive.
• Hutt ProfessionalminorGTM or Marketing Partner · 1 January 2026Financial advisory firm passionate about supporting wellbeing, confidence, and personal development in young people. Sponsored Cubbington Primary School through YogaBugs Virtual programme with blend of movement, mindfulness, and storytelling.
• Coventry Warwickshire and Worcestershire MindminorGTM or Marketing Partner · 1 November 2025Mental health charity partnered with YogaBugs for 'Draw Your Feelings' art competition raising awareness for young people's mental health. Collaboration combined creative expression with emotional literacy.
• My Choice HealthcareminorGTM or Marketing Partner · 1 October 2025Healthcare company focused on placing people at heart of what they do and making a difference every day. Delighted to support local school to promote children's mental health and wellbeing as contribution to communities where staff live.
• Inspired Recruitment GroupminorGTM or Marketing Partner · 1 October 2025Recruitment firm with motto 'Making Recruitment Personal', extending care beyond world of work to support mental health and wellbeing starting early in life. Sponsored Dorridge Primary School giving pupils and teachers access to YogaBugs Virtual.
• Children's Wellbeing CICcoreStrategic or Co-development Partner · 1 September 2025Children's Wellbeing CIC is a Community Interest Company created by YogaBugs to connect forward-thinking businesses with primary schools. The CIC funds practical, everyday wellbeing support that helps children feel calmer, regulate emotions, and improve readiness to learn. Every pound is ring-fenced for delivery in schools with clear termly impact reporting.
• Cafe DesaminorGTM or Marketing Partner · 1 September 2025Nutrition and lifestyle coaching cafe founded by Cynthia Tamraz, who believes in holistic wellbeing including healthy food and yoga. Sponsored Lillington Nursery and Primary School for 3 years. Founder organised Kids Eat Fresh Campaign for children aged 7-11.
• Wilkes SolicitorsminorGTM or Marketing Partner · 1 January 2025Full-service law firm with roots in Birmingham and Solihull, committed to supporting initiatives promoting wellbeing, confidence, and personal development in young people. Sponsored Monkspath Junior School through YogaBugs Virtual programme for 3 years.
• Considerate Constructors SchememinorGTM or Marketing Partner · 1 January 2025Scheme supporting construction industry in delivering ESG and social value. Endorses YogaBugs SOS Partnership as highly effective way to support children's physical and emotional wellbeing with lasting, visible impact in communities.
• United Learning TrustminorGTM or Marketing Partner · 1 January 2025UK's largest Multi Academy Trust featured in Education Matters magazine. Safeguarding Lead Frazer Smith interviewed about supporting children through sport and dance for emotional regulation.
• OakleafminorGTM or Marketing Partner · 1 January 2025Specialist bereavement support organization for children and young people aged 4-25 featured in Education Matters magazine. Provides face-to-face support in schools and at dedicated centre in Liverpool City Centre.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iMoves: iMoves is a UK movement and wellbeing platform delivering PE and physical activity content to primary schools, often funded through sports premium. It overlaps with YogaBugs on PE/PPA coverage, primary school buyer, and digital delivery via a school portal.
• GoNoodle: GoNoodle is a US-based digital movement, mindfulness, and wellbeing platform used widely in primary schools. It overlaps directly with YogaBugs Virtual in offering video-based movement and mindfulness content delivered through a school portal with curriculum integration.
• Cosmic Kids Yoga: Cosmic Kids Yoga delivers story-based yoga and mindfulness videos for children via YouTube and its own platform, targeting parents, schools, and home users in the UK and globally. It is the closest direct competitor to YogaBugs in children's yoga content, age demographic, and story-led curriculum approach.
• MindYeti (Committee for Children): MindYeti, from Committee for Children, provides guided mindfulness sessions for primary-aged children, often used inside classrooms as part of SEL programming. It competes with YogaBugs' mindfulness and emotional regulation offerings in the same primary school buyer.
• Twinkl: Twinkl is a UK-based subscription educational resources platform used heavily by primary schools, with growing content in wellbeing, mindfulness, and PE. It competes with YogaBugs Virtual for school subscription wallet share and offers curriculum-linked downloadable content similar to YogaBugs' story-based approach.

Emerging players

• Kooth: Kooth is a UK digital mental health and wellbeing platform serving young people, frequently commissioned by local authorities and increasingly integrated with schools. It overlaps with YogaBugs' school wellbeing and emotional regulation mission while addressing a broader mental health remit.

Broad incumbents

• Calm Kids: Calm is a major consumer meditation and sleep app with a dedicated children's content vertical and school/family initiatives. As a broader incumbent with much larger marketing reach, it pressures YogaBugs in the family-mindfulness segment and competes indirectly for school wellbeing spend.
• Headspace for Kids: Headspace is a leading consumer mindfulness app that has expanded into a dedicated kids segment and family/school partnerships. While not a children's yoga specialist, it competes for school wellbeing budgets and parent mindshare against YogaBugs' mindfulness offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/yogabugs

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 YogaBugs