What Equal Yoga does

Equal Yoga is a privately held boutique fitness studio chain headquartered in Amsterdam, Netherlands, operating six physical studios across Amsterdam and Utrecht under the legal entity Equal Studios Holding BV. Founded in 2016 by Bastiaan and Martijn, the company offers infrared-heated yoga, pilates, barre, sculpt, and mobility classes at controlled temperatures between 26°C and 36°C, alongside digital on-demand classes, certified teacher training (100-hour Yin and 200-hour Vinyasa programs via Equal Yoga Academy BV), and B2B studio rentals for corporate and private events.

The company's core product is in-person studio classes delivered across four Amsterdam locations (Rozengracht, Linnaeusstraat, Hoofdweg, Noord) and two Utrecht locations (Oudegracht, Kaatstraat). Studios are differentiated by consistent infrared heating, fixed class sequences that allow students to track progression over time, and a proprietary mobile app (iOS/Android) for self-serve booking and member management. A digital on-demand library of 50+ pre-recorded classes extends the offering beyond physical attendance.

Equal Yoga generates revenue primarily through recurring monthly and annual memberships (Fixed, Flex, Off-Peak, Full Year) and class card bundles valid for one year from purchase, supplemented by single-class drop-ins, introductory offers (3 classes for €15/€25), aggregator distribution (Onefit, ClassPass), studio rental (€400+ per 2-hour session), and teacher training tuition. Customers are individual wellness consumers in Amsterdam and Utrecht, with secondary segments including students, corporate event clients, and aspiring yoga teachers.

Name

Equal Yoga

Legal name

Equal Studios Holding BV

Website

https://www.equalyoga.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Equal Yoga operates a six-studio boutique fitness chain in Amsterdam and Utrecht, Netherlands, offering infrared-heated yoga, pilates, barre, and sculpt classes to individual wellness consumers via memberships, class cards, and on-demand digital content.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hot Yoga & Heated Pilates (HSADACAC)

akta.pro secondary industries

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Boutique fitness studios
• Hot yoga classes
• Infrared heated studios
• Studio fitness memberships
• Barre pilates classes

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Class Drop-In Sales: Single class bookings are available for purchase, primarily targeted at new customers via intro offers (3 classes for €15/€25) or external aggregator platforms (Onefit, ClassPass).
2. Studio Class Memberships & Class Cards: Equal Yoga generates the majority of its revenue through recurring monthly or annual memberships and class card packages. Customers purchase subscriptions (Fixed, Flex, Off-Peak, Full Year) or class card bundles to access classes at any of their six studios.
3. Studio Rental: Equal Yoga rents its studio spaces to external groups for private workshops, events, and corporate wellness sessions. Priced at €400 ex VAT for a minimum of 2 hours, plus additional fees for teacher and host hire.
4. Teacher Training Programs: Equal Yoga offers certified yoga and barre teacher training programs (100-hour Yin and 200-hour Vinyasa-based programs), generating revenue through tuition fees.
5. Digital Classes & Content: On-demand digital yoga and barre classes are offered through the Equal Yoga website and app, providing an additional revenue and engagement stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Equal Yoga operates a chain of six boutique fitness studios across Amsterdam and Utrecht, delivering infrared-heated yoga, pilates, barre, sculpt, and mobility classes at temperatures between 26°C and 36°C. The company sells recurring memberships (Fixed, Flex, Off-Peak, Full Year), class card bundles, and individual drop-in classes, supplemented by a digital on-demand class library, a proprietary iOS/Android booking app, certified teacher training programs, and private studio rental for corporate wellness and events.

Product overview

Equal Yoga operates a boutique fitness studio chain offering heated yoga, Pilates, and barre classes across six physical locations in Amsterdam and Utrecht, Netherlands. The company provides in-studio classes at various temperature ranges (26°C to 36°C) using infrared heating, complemented by a digital platform with on-demand video classes. The portfolio includes Hot Yoga (Power Flow, Core Flow, Hot Fusion, Equal Yin, Vinyasa Flow), Hot Pilates (Hot Pilates, Power Pilates), Equal Barre, Hot Sculpt, and Equal Mobility classes. Additional offerings include a mobile app for class booking, digital on-demand content, teacher training programs, and private studio rental services.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Yoga Classes Infrared heated yoga classes delivered across all six studios at temperatures from 26°C to 36°C, including Power Flow, Core Flow, Hot Fusion, Equal Yin, and Vinyasa Flow formats, designed to enhance flexibility, strength, and circulation for beginner through advanced practitioners.
• Hot Pilates Classes Mat-based Pilates workouts conducted in heated studios, including Hot Pilates at 32°C and Power Pilates at 28°C, focused on core strength, endurance, and controlled movement.
• Equal Barre Classes Modern ballet-inspired group fitness classes at 26°C combining low-impact, high-intensity movements with yoga and Pilates elements for strength and toning, taught at Equal Utrecht Oudegracht and other locations.
• Hot Sculpt Classes Strength-focused class using light weights and resistance bands in a heated environment (30–32°C), targeting core, arms, legs, and glutes for full-body sculpting across Amsterdam locations.
• Equal Mobility Classes Warm 28°C class blending joint mobility, flexibility, and gentle strength work to support healthy, sustainable movement and everyday functionality, available at the Equal Amsterdam Noord studio.
• Digital On-Demand Classes Pre-recorded yoga, barre, pilates, and meditation classes streamed via the Equal Yoga website and app, featuring multiple teachers, beginner through advanced levels, and durations ranging from 10 to 60 minutes.
• Equal Yoga Mobile App Proprietary iOS and Android mobile application enabling class reservations, schedule management, calendar integration, and member account access for Equal Yoga customers.
• Studio Rental Private studio rental for workshops, corporate wellness events, and team activities at Equal Yoga locations in Amsterdam and Utrecht, accommodating up to 40 people and booked via [email protected].
• Teacher Training Programs Certified 100-hour Yin and 200-hour Vinyasa-based yoga and barre teacher training programs covering anatomy, teaching practice, and mentorship, delivered through Equal Yoga Academy BV for aspiring instructors.

Quantifiable outcome

• Over 400 members attended the 10-year anniversary celebrations across two cities
• +2 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

Feature4 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• LululemonflagshipGTM or Marketing Partner · 1 June 2026Lululemon served as the official sponsor of Equal Yoga's 10-year anniversary celebration events in June 2026. Lululemon provided yoga mats for all participants and dressed teachers in branded outfits, significantly enhancing the event experience and brand credibility.
• Biotherm (L'Oréal)coreGTM or Marketing Partner · 1 June 2026Biotherm sponsored the 10-year anniversary events by providing refreshing drinks during the events and generous product samples in attendee goodie bags. The partnership extended Equal's brand association with premium personal care.
• ZuiderkerkminorGTM or Marketing PartnerZuiderkerk, a historic church in Amsterdam, hosted one of Equal Yoga's 10-year anniversary celebration events in June 2026, providing a distinctive venue for the largest Equal class ever hosted.
• GeertekerkminorGTM or Marketing PartnerGeertekerk, a historic church in Utrecht, hosted one of Equal Yoga's 10-year anniversary celebration events in June 2026, providing a distinctive venue for the largest Equal class ever hosted.
• MagnimoreminorGTM or Marketing PartnerMagnimore supported the 10-year anniversary celebration by providing products included in the goodie bags distributed to attendees.
• Holie'sminorGTM or Marketing PartnerHolie's provided delicious post-class snack bars included in the 10-year anniversary goodie bags, enhancing the attendee experience.
• BuddyminorGTM or Marketing PartnerBuddy provided electrolyte drinks during and after classes at the 10-year anniversary event for quick hydration and mineral replenishment.
• CacaoiiminorGTM or Marketing PartnerCacaoii shared their cacao products with the Equal community through the 10-year anniversary goodie bags, introducing their brand to Equal's member base.
• Het StoelenprojectcoreOthersHet Stoelenproject, an Amsterdam-based charity providing shelter, guidance, and support to people experiencing or at risk of homelessness, was the designated charity for the Equal 10-year anniversary event held at Zuiderkerk in Amsterdam. €5 from each event ticket was donated to the charity.
• De TussenvoorzieningcoreOthersDe Tussenvoorziening, a Utrecht-based charity providing shelter, guidance, and support to people experiencing or at risk of homelessness, was the designated charity for the Equal 10-year anniversary event held at Geertekerk in Utrecht. €5 from each event ticket was donated to the charity.
• The Outlaws Running ClubcoreGTM or Marketing PartnerEqual Yoga partners with The Outlaws Running Club to run a weekly 6.6km social run starting from the Equal Utrecht Kaatstraat studio, followed by a Hot Fusion class. This partnership supports the Utrecht Marathon training (May 31) and promotes cross-community engagement between running and yoga practitioners.
• Boots Pharmacy UtrechtminorGTM or Marketing PartnerEqual Yoga collaborated with Boots Pharmacy Utrecht to host a personalized skincare experience at the Equal Kaatstraat studio on March 7, 2026. Boots beauty experts used the Observ 520 skin scanner to analyze skin types and provide tailored skincare advice, promoting Boots products.
• SANCTUMcoreStrategic or Co-development PartnerSANCTUM and Equal Yoga co-created a special outdoor yoga event held in Vondelpark, Amsterdam. The event blended movement, mindfulness, music, and community connection. Taught by Nikki van der Vaart, the event combined SANCTUM's energy with Equal's yoga expertise.
• TEN WomenminorGTM or Marketing PartnerTEN Women, a platform for working women founded by Nathalie Robberse, partners with Equal Yoga for private corporate wellness events and community experiences. The partnership was one of TEN's founding goals and continues to grow.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• CorePower Yoga: Large US-based hot yoga chain offering heated yoga and Pilates classes across hundreds of studios. Directly comparable to Equal Yoga's infrared-heated, multi-format class model with similar demographic targeting.
• Y7 Studio: US boutique hot yoga brand with heated, candlelit vinyasa classes and a strong brand identity. Comparable to Equal in its premium positioning, dark/infrared studio environment, and community-driven marketing.
• Hotpod Yoga: UK-based hot yoga franchise operating inflatable heated pods in cities across the UK and Europe. Comparable to Equal in its heated-class specialization and boutique, instructor-led format.

Broad incumbents

• Pure Yoga: Asia-founded premium yoga studio operator with locations in Hong Kong, Singapore, New York, and beyond. Comparable to Equal as a multi-format, membership-based urban studio with a premium brand and broad class portfolio.
• SoulCycle: Iconic US boutique fitness brand offering premium indoor cycling classes with strong community and brand-equity focus. Comparable to Equal's premium positioning, subscription model, and community-driven marketing ethos.
• Barry's: Global boutique fitness operator with strength and cardio classes in a premium, high-intensity studio environment. Comparable to Equal in the premium boutique fitness segment, subscription pricing, and brand-led marketing.
• F45 Training: Global functional training franchise with hundreds of studios across multiple countries. Comparable to Equal as a boutique fitness operator with multi-format group classes targeting urban, fitness-focused consumers.

Regional players

• RUDE Health Hot Yoga: Amsterdam-based hot yoga studio operator directly competing in the same city as Equal Yoga. Highly comparable in heated-studio format, target customer, and local market dynamics.

Others

• ClassPass: Global fitness aggregator that distributes Equal Yoga classes to its subscribers. Relevant as a customer acquisition channel and as a structural competitive force in the boutique fitness market.
• OneFit: Dutch fitness aggregator providing access to multiple studios including Equal Yoga. Relevant as a key distribution partner in the Netherlands and as a comparable operator in the Dutch fitness ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/equalyoga
• LinkedInlinkedin.com/company/equal-yoga
• Instagraminstagram.com/equalyoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 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 Equal Yoga