Tribe Yoga

What Tribe Yoga does

Tribe Yoga operates a multi-location boutique fitness business in the United Kingdom, founded in 2015 in Edinburgh. The company delivers in-person classes across five disciplines — Yoga, Pilates, Barre, Cycle (Tribe Cycle), and Reformer Pilates (Tribe Reformer) — through seven owned studios: five in Edinburgh (New Town, Leith Walk, Quartermile, Stockbridge, Fountainbridge) and two in London (City, Waterloo). The flagship Leith Walk studio runs 120–125 classes per week, and Reformer class sizes are kept to 7–18 participants to maintain instructor attention. The product surface includes proprietary methods such as the ride-to-the-beat Tribe Cycle concept using Stages SC1 bikes with silent disco headphones, and infrared-heated classes at 32°C for Hot Pilates and Barre Burn variants. Studios are equipped with Allegro 2 reformer machines and full changing facilities.

The business runs a direct-to-consumer model with three primary revenue streams: class pack sales (£18 single class up to £145 for 10 reformer classes), recurring monthly/annual memberships with a 3-month minimum contract and Peak/Off-Peak/Peak Plus tiers, and corporate studio hire. Bookings flow through the Tribe Yoga mobile app (iOS/Android), the website, and ClassPass, with Mindbody Online serving as the underlying client management and billing system. The customer base spans general fitness enthusiasts (primary segment), elite athletes (Edinburgh Rugby, Scottish Hockey, Cricket Scotland, Team GB) on sponsored memberships, corporate clients, NHS/emergency services staff on discounted memberships, and expecting mothers. Notable operational differentiators include an employed teacher model with full benefits — recognized by the Scottish Government as an industry case study — and community-impact partnerships such as Change Mental Health and Four Square Homelessness Charity. The company is registered as three UK private limited companies (URBN Fitness Limited, Tribe Yoga London Limited, Tribe (Cycle) Ltd) with no disclosed external funding.

Name

Tribe Yoga

Legal name

URBN Fitness Limited (trading as Tribe), Tribe Yoga London Limited (trading as Tribe), and Tribe (Cycle) Ltd

Website

https://tribe.yoga

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Tribe Yoga is a UK boutique fitness operator founded in 2015, running seven studios across Edinburgh and London that deliver in-person Yoga, Pilates, Barre, indoor Cycle, and Reformer Pilates classes to general consumers, elite athletes, and corporate clients via memberships, class packs, and studio hire.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

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), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Corporate/Workplace Yoga & Pilates (HSADACAJ), Cycling/Spin Classes (HSADABAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Boutique fitness studios
• Yoga pilates classes
• Reformer pilates training
• Indoor cycling classes
• Barre fitness workouts

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Pack Sales: One-time purchase of class credits valid for single or multiple classes, with expiry periods ranging from 2 weeks to 4 months depending on pack size.
2. Membership Subscriptions: Monthly or annual recurring memberships with 3-month minimum contract period. Includes options for Peak, Off-Peak, and Peak Plus tiers. Reformer add-ons available as subscription add-ons.
3. Corporate Bookings: Private studio hire for team building, client entertainment, and corporate wellness programs. Corporate discounts offered for NHS and emergency services.
4. Gift Cards: Digital gift cards available for purchase in custom amounts, delivered via email.
5. Introductory Offers: First-time customer offers such as £35 for 3 classes valid for 2 weeks, attracting new members to the studios.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Tribe Yoga operates seven boutique fitness studios delivering in-person yoga, mat Pilates, barre, rhythm-based indoor cycling (Tribe Cycle), and Reformer Pilates classes, plus heated Hot 32°C variants. The business sells class packs, recurring monthly/annual memberships, gift cards, specialty workshops, and corporate studio hire, with bookings managed via its mobile apps, website, Mindbody Online, and ClassPass.

Product overview

Tribe Yoga is a boutique fitness studio chain offering a unified multi-discipline fitness platform. The core offering spans five main product lines: Tribe Yoga (mat-based yoga), Tribe Pilates (mat Pilates), Tribe Barre (ballet-inspired fitness), Tribe Cycle (rhythm-based indoor cycling), and Tribe Reformer (Allegro 2 machine-based Pilates). Additional offerings include heated variants (Hot Pilates at 32°C, Barre Burn), specialty workshops, a mobile app for booking and membership management, corporate class hire, and gift cards. Classes range from entry-level to intermediate, with studios in Edinburgh (New Town, Leith Walk, Quartermile, Stockbridge, Fountainbridge) and London (City, Waterloo).

Differentiator

Problem solved

Functional benefit

Products and services

• Tribe Yoga (mat-based yoga classes) Traditional mat-based yoga classes spanning Flow, Power, Hot Yoga, Slow Flow, Gentle Flow, Yin, Yin Yang, and Restorative styles, with progressions and modifications for beginners through experienced practitioners across all Tribe studios.
• Tribe Pilates (mat Pilates) Energising full-body mat Pilates workout focusing on core strength, balance, flexibility, and posture with dynamic movements set to music.
• Tribe Barre Dynamic, energetic class inspired by ballet, Pilates, and yoga, targeting small muscle groups using low weights and high repetitions set to music, suitable for all levels.
• Tribe Cycle Proprietary rhythm-based indoor cycling class featuring Stages SC1 bikes, nightclub-style lighting, silent disco headphones, choreographed moves to the beat, sprint tracks, climbs, weighted arm routines, and inspirational mantras.
• Tribe Reformer Reformer Pilates classes on Allegro 2 machines blending Pilates, Yoga, and Functional Fitness, with entry-level and intermediate options and class sizes of 7-18 participants.
• Hot 32°C classes (Tribe Hot Pilates and Tribe Barre Burn) Heated Pilates and Barre variants delivered at 32°C using state-of-the-art infrared heaters, combining traditional movements with high-intensity bursts to boost aerobic capacity, cardiovascular health, strength, mobility, and coordination.
• Workshops & Events Specialty workshops such as the Arm Balance Workshop and Reformer Jumpboard Workshop led by Tribe instructors, providing advanced training in specific techniques beyond the regular class schedule.
• Corporate Studio Hire (Corporate Classes) Private studio hire for team building days, client entertainment, and corporate wellness programs, with customizable class style, music, and instructor requests, plus corporate discounts for NHS and emergency services.
• Tribe Yoga Mobile App Mobile application available on iOS and Android for class booking, schedule viewing, and membership management, supporting both drop-in class pack purchases and recurring memberships.
• Class Packs and Memberships Recurring membership subscriptions (Peak, Off-Peak, Peak Plus with Reformer) with a 3-month minimum contract plus one-time class packs (single, 5-class, 10-class, Reformer 10-class, Summer Explorer 8-class) valid for 2 weeks to 4 months depending on pack.
• Tribe Gift Cards Digital gift cards available for purchase in custom amounts with delivery scheduling options, usable across Tribe Yoga studios.
• Summer Explorer Pack Seasonal class pack offering 8 classes for £89, valid for 6 weeks and usable across all Tribe studios and class styles including yoga, Pilates, barre, cycle, and Reformer.

Quantifiable outcome

• 94 months of free memberships provided to Change Mental Health service users in first partnership year

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

Integration2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Change Mental HealthcoreStrategic or Co-development Partner · 1 November 2024Partnership with Change Mental Health offering transformative support for individuals living with mental illness. Tribe provided 94 months of free memberships to service users in first partnership year (November 2024), allowing them to experience benefits of yoga and movement for mental health.
• Elite Athletes Programme PartnerscoreStrategic or Co-development PartnerFree full Tribe membership sponsorship for professional athletes playing for premier league teams or national squads. Includes players from Edinburgh Rugby, Scottish Hockey, Cricket Scotland, and Team GB. Athletes represent role models who help the many.
• National Health Service (NHS)minorGTM or Marketing PartnerDiscounted memberships offered to NHS employees as gratitude for their round-the-clock service to the community. Extension of appreciation to all emergency services (police, fire brigade).
• Four Square Homelessness CharityminorStrategic or Co-development PartnerEdinburgh-based homelessness charity operating shelters and training flats. Tribe launched 2018 holiday donation campaign collecting 200+ winter and yoga clothing items. 2023 November Challenge gifted free memberships to Four Square's Thrive programme service users.
• ClassPassminorChannel Partner/ Reseller/ DistributorThird-party booking platform allowing customers to book Tribe classes via ClassPass. Tribe reserves majority of spaces for direct clients, with limited availability for ClassPass users.
• Neighbourgood MarketminorGTM or Marketing PartnerPop-up class partnership at Neighbourgood Market in Stockbridge. Four summer pop-up classes offered with members using membership and non-members paying £12.50 drop-in rate.
• Scottish GovernmentcoreOthersTribe's employed teacher model recognized by Scottish Government as case study in employment within the fitness industry, demonstrating best practice in worker treatment.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• 1Rebel: UK boutique fitness chain offering ride, rebelse, and studio formats across London. Closest geographic and format competitor to Tribe's London studios.
• Psycle London: London-based multi-discipline boutique fitness studio offering cycle, barre, yoga, and HIIT classes. Most comparable to Tribe in multi-format premium boutique positioning and UK geographic focus.
• F45 Training: Global functional training franchise with strong UK presence. Competes for the same boutique fitness customer seeking premium group workout experiences.
• Another_Space: London boutique fitness studio offering yoga, HIIT, and barre classes in premium environments. Directly comparable to Tribe's premium boutique positioning.
• Core Collective: London premium boutique fitness and wellness concept offering multiple class types including yoga, Pilates, and HIIT. Comparable multi-discipline premium positioning.
• BLOK: London boutique fitness concept offering multiple class types including yoga, strength, and conditioning. Comparable multi-format premium studio model.
• Barry's Bootcamp: Global premium boutique fitness brand combining indoor cycling and strength training. Operates in London and competes for the same premium customer segment Tribe targets.
• Boom Cycle: London-based boutique indoor cycling specialist with multiple studios. Directly comparable to Tribe's Cycle format and similar premium positioning.
• Ten Health & Fitness: London-based boutique fitness studio combining Pilates, PT, and fitness classes. Comparable premium positioning and London geographic focus to Tribe's London studios.

Broad incumbents

• PureGym: UK's largest low-cost gym chain with hundreds of locations. Not a direct premium boutique peer, but represents the dominant mass-market fitness alternative Tribe customers may compare against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tribe.cycle
• Xx.com/tribeyoga
• Facebookfacebook.com/tribenewtown
• LinkedInlinkedin.com/company/tribe-yoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Tribe Yoga