Pranamaya

What Pranamaya does

Pranamaya is a privately-held digital yoga education platform founded in 2013 by digital media entrepreneur Harley Rinzler (with Tracee Stanley as co-founder), headquartered in Topanga, California. The company operates a web-based e-commerce and video streaming platform at pranamaya.com that distributes a curated catalog of online courses, training programs, and physical DVDs from internationally recognized master yoga teachers including Paul Grilley (Yin Yoga, anatomy), Sarah Powers (Insight Yoga), Gary Kraftsow (Viniyoga Therapy), Andrey Lappa (Universal Yoga), Jill Miller (Yoga Link), Scott Blossom (Ayurveda), Lauren Toolin (Pranayama), and Tracee Stanley (meditation). The catalog spans Yin Yoga, Yang Yoga, pranayama, anatomy-based instruction, therapeutic yoga, Ayurveda, meditation, and chakra theory, with several programs carrying Yoga Alliance Continuing Education Unit (CEU) credit recognition.

The business operates on a direct-to-consumer e-commerce model with one-time perpetual licenses priced from free introductory content up to $750 for premium training programs such as the Functional Approach course (with payment plans of $260/month for 3 months also available). Revenue is generated through four streams: online course sales, physical DVD sales, wholesale distribution to yoga studios and retail stores (minimum 5-unit orders), and a 20%+ commission affiliate program. The platform supports credit card and PayPal payments with global delivery (DVDs are region-0 encoded for worldwide playback). Customer acquisition relies on content marketing through a long-standing blog, email newsletter, affiliate referrals, and earned media coverage in Yoga Journal, LA Times, Kripalu, and Yoga International.

Pranamaya remains founder-owned with no institutional investment, parent company, or disclosed funding rounds. The company has 11-50 employees and has shown limited strategic motion beyond catalog expansion and channel program launches (wholesale, affiliate) since its 2017 partnership with Mother Miracle School. There are no disclosures of revenue, headcount growth, geographic expansion, acquisitions, or material technology investment, indicating a mature, niche, lifestyle-business operating posture rather than a venture-backed growth profile.

Name

Pranamaya

Legal name

Pranamaya, Inc.

Website

https://pranamaya.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Pranamaya is a privately-held, founder-owned digital yoga education platform founded in 2013 that distributes online streaming courses and DVDs from master yoga teachers like Paul Grilley and Sarah Powers to individual practitioners and certified teachers seeking Yoga Alliance CEU credits.

Ownership category

akta.pro rank

Product category

Yoga Education

NAICS

Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

Keywords

• Yoga online courses
• Yoga teacher training
• Yin yoga programs
• Yoga DVD sales
• Yoga continuing education

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Technology or R&D, Others, Supply Chain

Revenue model

1. Online Course Sales: Sale of streaming video courses taught by master yoga teachers. Courses are offered as one-time purchases with lifetime access, and some include payment plan options (e.g., 3 monthly payments). Revenue is generated from individual course purchases and comprehensive training programs.
2. Physical DVD Sales: Sale of physical yoga DVDs through their website and wholesale channel. DVDs are region 0 encoded for worldwide playback.
3. Wholesale Distribution: Wholesale program for yoga studios, retail stores, and online businesses to purchase DVDs for resale. Minimum order quantity of 5 items.
4. Affiliate Referrals: Affiliate program where partners earn 20% and up commission on sales they refer to the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pranamaya is a yoga education platform that curates and distributes online video courses and physical DVDs from internationally recognized master yoga teachers. The company sells individual courses and comprehensive training programs (with Yoga Alliance CEU credits) spanning Yin Yoga, anatomy, pranayama, Viniyoga therapy, Insight Yoga, Universal Yoga, ayurveda, and meditation. Products are purchased directly through the company's e-commerce website with one-time payments or monthly payment plans, supplemented by a wholesale channel for studios and retailers.

Product overview

Pranamaya is an online yoga education platform offering a curated collection of in-depth courses and training programs from internationally recognized master yoga teachers. The platform functions as a unified video streaming and course delivery system with individual course products spanning multiple yoga styles and traditions. Core products include Yin Yoga programs (Functional Approach, Foundations of a Quiet Practice), Pranayama training (Conscious Breath), Anatomy for Yoga courses, Insight Yoga programs, Viniyoga Therapy, Universal Yoga, Yoga Link, Ayurvedic programs, and Meditation courses. Courses are offered as individual purchases with streaming access, and the platform also maintains a wholesale program for studios and retailers. Course prices range from free to premium (up to $750), with several courses offering Yoga Alliance CEU credits upon completion.

Differentiator

Problem solved

Functional benefit

Products and services

• Yin Yoga: The Functional Approach A comprehensive program led by master yoga teacher Paul Grilley teaching the Functional Approach to yoga, emphasizing understanding and respecting unique individual anatomy. Contains over 20 hours of video content, a 100+ page illustrated study guide, and awards 20 Hours Yoga Alliance CEU Credits. Offered at $750.
• Yin Yoga: The Foundations of a Quiet Practice A definitive best-selling workshop on Yin Yoga by Paul Grilley featuring over 5 hours of unique teaching, including three complete Yin Yoga sessions, an active Yang Yoga practice, and comprehensive lectures on Yin Yoga theory. Streamed for $36.95.
• The Transformative Power of Conscious Breath A transformational pranayama training program by Lauren Toolin with Level 1 (Foundations & Fundamentals) and Level 2 (The Subtle Body & Therapeutic Applications). Includes over 20 hours of video training, live Q&A sessions, certification, and awards 20 credits towards Yoga Alliance Continued Education requirements. Offered at $295.
• Chakra Theory and Meditation An extraordinary presentation on the chakras and the yogic path of the spirit by Paul Grilley, featuring twelve special guided audio meditations. 332 minutes of content. Offered at $34.95.
• Anatomy for Yoga A paradigm-shifting, best-selling training course by Paul Grilley teaching that every person has unique skeletal anatomy. Includes demonstrations with live models showing how bodies naturally go into poses differently. 219 minutes. Offered at $39.95.
• Anatomy for Yoga: Shoulder Stand A specialized intensive training by Paul Grilley building on the Anatomy for Yoga program, focusing on skeletal anatomy for safely performing shoulder stand. 113 minutes. Offered at $19.95.
• Anatomy for Yoga: Bare Bones of Yoga A workshop by Paul Grilley demonstrating how skeletal variation affects yoga postures using comparisons of actual human bones along with live models. Covers poses including corpse pose, warrior pose, cobra pose, butterfly pose, and spinal twists. 95 minutes. Offered at $19.95.
• Insight Yoga: Heaven A program by Sarah Powers featuring dynamic yoga movements, Yin-style held postures, and guided meditations to invite Heaven energy and awaken inherent love and insight. 137 minutes. Offered at $24.95.
• Insight Yoga An integral yoga program by Sarah Powers blending yoga, Buddhism, Taoism, and Transpersonal Psychology. Features over four hours including two Yin yoga practices, two dynamic vinyasa sequences, and guided meditation. 252 minutes. Offered at $34.95.
• Insight Yoga: Earth

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Mother Miracle SchoolminorOthers · 1 January 2017Since 2017, Pranamaya has been a supporter of Mother Miracle School, a registered non-profit organization in the United States and India. The organization empowers at-risk children in India by providing free K-12 education in English, along with nutrition, healthcare, and extra-curricular activities.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Gaiam: Gaiam is a long-established wellness brand selling yoga products, equipment, and streaming content. It overlaps with Pranamaya in yoga DVDs, lifestyle content, and now digital media, but operates as a much broader lifestyle retailer.
• CorePower Yoga: CorePower Yoga is a large U.S. yoga studio chain that has expanded into on-demand digital classes via its app. It is a broad incumbent in the same category, with a much larger physical footprint and resources than Pranamaya.

Direct peers

• Alo Moves: Alo Moves is the digital streaming platform of Alo Yoga, offering on-demand yoga, fitness, and mindfulness classes taught by master instructors. It competes head-on with Pranamaya in the online yoga education space and is backed by the larger Alo brand and capital.
• Omstars: Omstars is an online yoga and wellness streaming platform founded by practitioners, offering classes and courses from international teachers. It competes directly with Pranamaya in the master-teacher, course-based online yoga education market.
• Yoga International: Yoga International is a subscription-based online yoga and meditation education platform featuring master teachers across multiple styles. It mirrors Pranamaya's positioning around curated master-teacher content and continuing education for practitioners.
• Gaia: Gaia (formerly Gaiam TV) is a streaming platform offering yoga, meditation, and spiritual content from established teachers. It overlaps with Pranamaya's library across yoga, meditation, and Eastern philosophy content, and serves a similar conscious-consumer demographic.
• Down Dog: Down Dog is a procedurally generated yoga and fitness app offering thousands of unique class variations. While algorithmically generated rather than teacher-led, it directly competes for the same consumer and yoga practitioner segment as Pranamaya.
• Glo: Glo is a direct-to-consumer online yoga, meditation, and Pilates streaming platform offering thousands of classes from renowned teachers. It is the most direct subscription-based competitor to Pranamaya's streaming model, with a much larger class library and dedicated mobile apps.

Emerging players

• YogiApproved: YogiApproved combines editorial content with online yoga classes and teacher-led programs, including some streaming courses. It partially overlaps with Pranamaya's mix of curated editorial content and paid online yoga education.

Others

• Mindbody: Mindbody is a SaaS platform for fitness and wellness studios to manage bookings, memberships, and increasingly virtual classes. It is an ecosystem enabler rather than direct competitor, but powers many of the studios and teachers Pranamaya serves via its wholesale channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pranamayayoga1
• Facebookfacebook.com/Pranamaya
• LinkedInlinkedin.com/company/pranamaya-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Pranamaya