SOUL CENTRE

What SOUL CENTRE does

SOUL Centre is a New Zealand-based holistic wellness organisation founded in 2005 by Wilhemeena Isabella Monroe, operating a hybrid in-person and online model centred on Qi Gong, somatic practices, cacao ceremonies, energy medicine, and women's healing work. Its core 'technology' is Elemental Alchemy — a proprietary system blending Qi Gong and Energy Medicine with somatic modalities (Biodynamic Craniosacral Therapy, Skinner Releasing Technique, BMC BodyMind Centering, Feldenkrais, Shin Somatics) and Taoist philosophy — packaged into the Elemental Alchemy practitioner/teacher training programme, the SOUL + SOMA somatic and shamanic training, Shin Yoga, and a library of 50+ on-demand classes delivered through a self-serve online membership portal.

The business generates revenue across six streams: subscription online memberships (Weekly Unlimited $12/week, Monthly Unlimited $33/month, Qi Gong Unlimited $22/month), in-person classes and retreats (NZ$175–NZ$1,700), practitioner training programmes (NZ$250 single module to NZ$4,000 full curriculum), private clinical healing sessions (from NZ$220), a SOUL Store retail channel for cacao, herbs, oils and gift cards, and corporate wellness contracts (Wellbeing at Work) including work with the Auckland District Health Board. Distribution combines a fixed studio at Body Re Studios in Matakana, pop-up venues across New Zealand, and global online delivery via Zoom.

SOUL Centre is founder-owned and operated with no disclosed institutional funding or external shareholders; a core team of facilitators plus a network of guest instructors (Peter Fernando, Xinia Alderson, Sarah Grace, Jock Barnes, Charlotte Keirle) supports delivery. Over 17 years the organisation reports 101,981+ people served, 9,100 wellbeing classes, 6,836 clinical healing treatments, 274 cacao ceremonies, and 426 volunteers. Following the 2020 closure of its Waitakere Rainforest venue, the business relocated to Omaha Beach/Matakana and shifted to its current online-plus-pop-up model.

Name

SOUL CENTRE

Legal name

SOUL Centre

Website

https://soulcentre.co.nz

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

SOUL Centre is a New Zealand-based holistic wellness organisation founded in 2005 by Wilhemeena Isabella Monroe, offering Qi Gong, somatic practices, cacao ceremonies, women's healing retreats, and practitioner training — delivered through in-person classes at Body Re Studios in Matakana, pop-up venues across New Zealand, and a global online membership portal.

Ownership category

akta.pro rank

Product category

Holistic Wellness Services

NAICS

Offices of Other Health Practitioners (6213), Other Personal Care Services (81219)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro industry

PRIMARYHSADAJAH

Meditation Apps, Digital Courses & Online Communities

Home & Personal Services/Fitness, Wellness & Personal Training/Meditation, Mindfulness & Breathwork

SECONDARYTHAGAMAB

Wellness Retreat Centers (Yoga, Meditation & Mindfulness)

Travel & Hospitality/Lodging & Accommodation/Wellness, Spa & Health Retreats

SECONDARYTHAJAHAF

Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work)

Travel & Hospitality/Tours, Attractions & Experiences/Wellness & Spa Experiences (Retreats, Thermal Baths, Yoga)

SECONDARYHSADAJAB

Mindfulness-Based Coaching & Training (MBSR/MBCT-style)

Home & Personal Services/Fitness, Wellness & Personal Training/Meditation, Mindfulness & Breathwork

SECONDARYHSADAJAA

Guided Meditation Instruction (1:1 & Group)

Home & Personal Services/Fitness, Wellness & Personal Training/Meditation, Mindfulness & Breathwork

SECONDARYHSADAGAG

Mind-Body Wellness Coaching (Holistic/Integrative)

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

Keywords

• Holistic wellness services
• Somatic healing practices
• Qi gong training
• Yoga meditation classes
• Wellness retreats

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Membership Subscriptions: Recurring monthly and weekly subscription plans providing unlimited live-streamed classes and on-demand video/audio library access. Auto-pay billing. Three tiers: Weekly Unlimited ($12/week), Monthly Unlimited ($33/month), Qi Gong Unlimited ($22/month). Additional Qi Gong specific content library access included.
2. In-Person Classes and Workshops: Weekly in-person classes (Qi Gong, Shin Yoga, Cacao + Meditation) held at Body Re Studios in Matakana and pop-up venues across New Zealand. Cacao Ceremony held once a month in-person. Workshops and special events offered both online and in-person.
3. Retreats: Immersive in-person retreats held at various beautiful locations (Lady Chi women's retreats, Bali Bliss Bus, Thresholds to Awakening, Slow Sunday Unwind, Chalice of the Moon/Sun, Vision Quest, Divine Feminine Retreat, Tonga Wellness Adventure, and others). Priced from NZ$175 to NZ$1,700.
4. Training Programmes: Elemental Alchemy Teacher/Practitioner Training — a 10-module intensive plus retreats and homework, to be completed within 3 years. Single modules available (from NZ$250). Full 10-module training (NZ$4,000). Post-graduate workshops. SOUL + SOMA Intro Immersion (NZ$950).
5. Private Therapy and Healing Sessions: One-on-one clinical healing treatments (Biodynamic Craniosacral therapy, massage, movement therapy, energy healing, shamanic healing, plant medicine, spiritual mentorship) — available in-person and online. Private yoga classes by appointment. Private pregnancy classes.
6. SOUL Store (E-commerce): Online storefront selling wellness products including ceremonial cacao (from NZ$12), cacao ceremony tickets (NZ$33), herbs and superfoods (Maca NZ$50, Turmeric Latte NZ$22), body oils (NZ$42), wellness retreats and events, training modules, books, and gift cards (from NZ$25). Mix of sold out and available items.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

SOUL Centre delivers holistic wellness services through in-person and online movement and meditation classes (Qi Gong, Shin Yoga, Cacao + Meditation), one-on-one healing and therapy sessions (Biodynamic Craniosacral Therapy, massage, energy healing, shamanic healing), a subscription online membership portal with live Zoom classes and on-demand library, two multi-year practitioner training programmes (Elemental Alchemy and SOUL + SOMA), immersive retreats, corporate wellness programmes, and a retail e-commerce store for wellness products.

Product overview

SOUL Centre operates as a wellness organization offering a holistic ecosystem of in-person and online services. Core offerings include weekly movement classes (Qi Gong, Shin Yoga, Cacao + Meditation), one-on-one healing sessions, and corporate wellness programs. The organization runs two comprehensive training programs: Elemental Alchemy (Qi Gong + Energy Medicine practitioner and teacher training) and SOUL + SOMA (somatic and shamanic healer training). Subscription services include Online Memberships providing unlimited live-streamed and on-demand classes. Vision Sessions and SOUL Life Mastery Group offer structured personal development pathways. The SOUL Store retails wellness products, retreats, and training enrollments. Retreats include destination experiences (Lady Chi, Slow Sunday Unwind) and international wellness adventures. The organization transitioned from a physical venue model to a hybrid online/offline approach following 2020, now operating primarily through pop-up venues in New Zealand and a global online community.

Differentiator

Problem solved

Functional benefit

Brands

• SOUL HEALING ROOMS: One-on-one healing and therapy services, clinical healing treatments
• Soul Trainings / Soul Academy
• SOUL RETREATS
• SOUL BIRTH
• SOUL Wellbeing at Work
• SOUL LIFE ONLINE
• ONLINE MEMBERSHIPS
• Elemental Alchemy
• SOUL + SOMA
• Shin Yoga
• Soul Store

Products and services

• Online Memberships Subscription access to unlimited live-streamed classes via Zoom and a 50+ class on-demand video and audio library covering yoga, Qi Gong, meditation, breathwork, and chant, with content from guest instructors.
• Elemental Alchemy Training Two-year Qi Gong + Energy Medicine practitioner and teacher training programme with 10 modules (Elementals and Alchemy series) covering Fire, Metal, Water, Earth, Wood, Central Channels, Dragon Forms, Nei Gong, and Internal/External Fields. Graduates can teach Elemental Alchemy Qi Gong and (after second year) work one-on-one as healing practitioners.
• SOUL + SOMA Practitioner Training Somatic and shamanic healing facilitation training combining Biodynamic Craniosacral Therapy, Skinner Releasing Technique, BMC, Feldenkrais, massage, energy medicine, plant medicine, ceremony and ritual. Intro Immersion available at NZ$950.
• Weekly Classes (Qi Gong, Shin Yoga, Cacao + Meditation) Recurring in-person movement and meditation classes at Body Re Studios in Matakana (Qi Gong Tuesday 9.30am & Thursday 8.30am, Shin Yoga Wednesday 6pm, Cacao + Meditation Tuesday 7.30pm) plus online streaming via Zoom.
• SOUL Healing Rooms (Private Sessions) One-on-one clinical healing and therapy sessions in the Emerald Clinic from NZ$220, including Biodynamic Craniosacral therapy, massage, movement therapy, energy healing, shamanic healing, plant medicine, spiritual mentorship, and private pregnancy classes. Available in-person and online.
• Vision Sessions 8-week online visioning and soul growth programme helping participants refine their life vision, create heart-aligned resonance, uncover blocks, and take practical action steps toward goals.
• SOUL Life Mastery Group Monthly group sessions for women who have completed Vision Sessions or Vision Quest, providing ongoing support across a 12-moon cycle with 24 sessions over 12 months.
• SOUL Store Online retail storefront selling organic, sustainable wellness products including ceremonial cacao (from NZ$12), herbs and superfoods (NZ$20–$55), body oils (NZ$15–$65), cacao paste, retreat and training enrolments, books, and gift cards (from NZ$25).
• Slow Sunday Unwind Retreat Devotional day retreat featuring Shin Yoga, nervous system calming practices, cacao ceremony, and nourishing lunch. Priced at NZ$175 per person.
• Lady Chi Women's Retreat Women's-only retreat exploring sacred sexuality from Taoist and Yogic traditions, incorporating yoga, chi kung, meditation, breathwork, womb wisdom healing, and tools for connection throughout the cycle and life stages.
• Wellbeing at Work (Corporate Wellness) Corporate wellness programmes delivered online or in-person, bringing mindfulness, movement, and stress management practices to workplace settings. Past clients include Auckland District Health Board (Community Mental Health Facilities and Starship Hospital).

Quantifiable outcome

• 101,981+ people served through SOUL Centre doors over 17 years
• +4 more outcomes

Named customers9 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

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor.

• Peter Fernando (Ex-Thai-Forest Monk)minorStrategic or Co-development PartnerGuest instructor contributing meditation and chants to the SOUL Online Membership portal. Part of the broader guest instructor community on the platform.
• Xinia AldersonminorStrategic or Co-development PartnerGlobal yogi and Ashtanga teacher (Authorised L2) contributing a beginner Ashtanga Yoga 5-class series to SOUL Online Membership portal. Xinia has studied extensively at the Pattabhi Jois Ashtanga Institute in Mysore, India.
• Sarah Grace (Somatic Sanctuary, California)minorStrategic or Co-development PartnerContinuum teacher from the Somatic Sanctuary in California contributing classes to the SOUL Online Membership portal.
• Jock Barnes (Revive Festival)minorStrategic or Co-development PartnerVinyasa yoga instructor contributing to the SOUL Online Membership portal. Associated with Revive Festival.
• Charlotte KeirleminorStrategic or Co-development PartnerYoga-Nidra instructor contributing to the SOUL Online Membership portal.
• Peter Caeghey (Forest Rock Monastery)minorStrategic or Co-development PartnerForest Rock Monastery teachings and founder of Forest Rock Qi Gong. One of Wilhemeena's notable Qi and meditation masters whose lineage influenced Elemental Alchemy methodology.
• Sonja DeviminorStrategic or Co-development PartnerFounder of Wild Sacred Feminine, focusing on women's empowerment. Wilhemeena has collaborated with and taught alongside Sonja Devi many times in New Zealand and Bali.
• Amber + GoldminorStrategic or Co-development PartnerAmber McCleannan from Amber + Gold contributes wellness content to SOUL Centre's blog (Amber + Gold Winter Salad recipe) and is a recommended food/supplier contact.
• Tracey BennettminorStrategic or Co-development PartnerRaw foodie contributor providing recipes (Raw Chocolate Macaroon Recipe, Chickpea and Potato Curry) for SOUL Centre's blog and wellness community.
• The Green Tent MatakanaminorOthersRecommended glamping accommodation near SOUL Centre's Matakana location — a spacious Mongolian-style yurt with luxury amenities, 4 minutes from Matakana. Listed on SOUL Centre's Accommodation page.
• Tepee MatakanaminorOthersOff-grid tepee glamping tents near SOUL Centre's location. Recommended on SOUL Centre's Accommodation page as a preferred partner for retreat attendees.
• Auckland District Health BoardminorStrategic or Co-development PartnerWilhemeena Monroe has facilitated workshops and classes in association with the Auckland District Health Board for Community Mental Health Facilities, as well as private dual-diagnosis programmes and children's therapeutic groups at Starship Hospital.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Aro Hā Wellness Retreat: Wellness retreat centre in New Zealand (Glenorchy) offering multi-day immersive wellness programmes with somatic and mindfulness components. Directly comparable to SOUL Centre's Matakana retreats (Lady Chi, Slow Sunday Unwind, etc.) in market and offering.
• Gaia Retreat & Spa: Boutique wellness retreat in Australia offering yoga, meditation, and holistic health programmes. Comparable to SOUL Centre's destination retreats (Bali Bliss Bus, Tonga Wellness Adventure) in offering premium immersive wellness experiences.
• Golden Door Wellness Retreat: Premium wellness retreat brand (Australia) offering all-inclusive wellness programmes with somatic, mindfulness, and movement components. Comparable positioning to SOUL Centre's high-end retreat offering.

Broad incumbents

• Calm: Leading global meditation and mindfulness app with a large subscription base and content library. Comparable to SOUL Centre's online membership portal in offering on-demand meditation, breathwork, and yoga content to a global consumer audience.
• Mindbody (ClassPass / Vista): Wellness and fitness booking platform serving studios, retreats, and practitioners with subscription management and discovery. Adjacent to SOUL Centre as an enabling platform for similar wellness businesses — comparable customer base of wellness studios and retreat operators.
• Headspace: Major meditation and mindfulness subscription platform with guided content, courses, and corporate wellness programmes. Overlaps with SOUL Centre's hybrid meditation/Qi Gong membership model and corporate Wellbeing at Work offering.

Direct peers

• Insight Timer: Free-to-access meditation and wellness platform featuring thousands of teachers offering live and on-demand classes. Closely comparable to SOUL's online portal model with a community of independent teachers (Peter Fernando, Sarah Grace, etc.) delivering content.
• Glo (Yoga, Meditation, Pilates): Subscription-based online platform offering yoga, meditation, and Pilates classes with high-quality instructor content. Directly comparable to SOUL Centre's online membership tiers and on-demand library structure.

Emerging players

• Wim Hof Method: Brand-led wellness methodology combining breathwork, cold exposure, and meditation with both in-person trainings and a digital/app subscription. Comparable to SOUL Centre's proprietary methodology (Elemental Alchemy) and hybrid training + online delivery model.
• Sedona Soul Adventures: Boutique spiritual retreat and personal development facilitator offering 1:1 healing sessions, retreats, and online programmes. Closely comparable to SOUL Centre's combination of private healing sessions, retreats, and online programmes (Vision Sessions, SOUL Life Mastery).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soulcentrenz
• Instagraminstagram.com/soulcentrenz
• Xx.com/soulcentrenz
• LinkedInlinkedin.com/company/soul---centre-of-the-body-and-mind

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 SOUL CENTRE