Prana
Prana ApS is a Danish niche media company that publishes Prana Bogasinet, Denmark's only spiritual magazine, alongside its sister yoga publication, serving approximately 60,000 conscious readers through subscriptions, retail distribution, and advertising.
- Company typePrivate
- Founded2012
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Prana does
Prana ApS is a privately held Danish media company founded in 2012 and headquartered in Copenhagen, operating as the publisher of Prana Bogasinet, a hybrid book-magazine ('bogasin') covering spirituality, self-development, consciousness, yoga, and holistic health. The company also publishes Prana Yoga, a companion sister publication launched in 2014 that is Denmark's only yoga-focused magazine. Prana produces two issues per year, each containing 160 pages of deeply researched, long-form content including exclusive interviews with internationally recognized spiritual teachers such as Sadhguru, Bruce Lipton, and Gabor Maté. The publication claims a reach of approximately 60,000 Danish readers and is distributed through about 270 physical retail locations nationwide, including department stores (Magasin, Salling), convenience stores (7-Eleven Denmark), yoga centers, and through wholesale partner UBD.
The business model is a multi-channel consumer media operation combining annual subscriptions (496 kr/year), single-copy retail sales (149-198 kr per issue), promotional bundles such as the Prana Startpakke (3 issues for 298 kr), and advertising sales targeted at wellness and spiritual brands. Subscribers receive both the main Prana Bogasinet and the Prana Yoga companion publication, delivered directly before retail availability. The company operates with 1-10 employees, has no external institutional funding, and is registered as a private limited company in Denmark under CVR 40772286, with Alister Kosar serving as director and data controller. Go-to-market is primarily direct-to-consumer through the prana.dk e-commerce platform, supplemented by retail distribution and content marketing via free online articles, a newsletter, and social media engagement (Facebook and Instagram). The product is positioned as premium content unavailable online, targeting Danish consumers who self-identify as spiritually inclined and engaged with holistic wellness practices.
Prana firmographics
Firmographics- Name
- Prana
- Legal name
- Prana ApS
- Website
- https://prana.dk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Prana ApS is a Danish niche media company that publishes Prana Bogasinet, Denmark's only spiritual magazine, alongside its sister yoga publication, serving approximately 60,000 conscious readers through subscriptions, retail distribution, and advertising.
- Ownership category
- akta.pro rank
Prana industry classification
Industry- Product category
- Spiritual and Wellness Magazine Publishing
- NAICS
- Newspaper, Periodical, Book, and Directory Publishers (5131), Periodical Publishers (513120), Other Publishers (51319)
- SIC
- Books: Publishing Or Publishing & Printing (2731), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Spirituality & Personal Growth Publishing (Mindfulness, Contemplative, New Age) (MPAJAHAH)
Keywords
Where Prana is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Prana business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription Sales: Annual subscriptions sold directly through the Prana website. Subscribers pay 496 kr annually and receive both the main Prana Bogasinet and the companion Prana Yoga publication, delivered twice yearly (summer and winter editions). Subscribers get delivery approximately 7 days before retail availability.
- Single Copy Sales: Individual issues sold at 149-198 kr per copy through the online shop and approximately 270 physical retail locations across Denmark, including Magasin, Salling, 7-Eleven, and various yoga centers.
- Promotional Bundles: Special offer packages such as the 'Prana Startpakke' (3 issues for 298 kr, normally 594 kr) to attract new customers and drive initial purchases.
- Advertising: The magazine sells advertising space to businesses targeting their audience of 60,000 conscious readers. A media kit is available for advertisers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Subscription - 496 kr |
| Unit Pricing | Pay-as-you-go | Single Issue - 149-198 kr |
| Unit Pricing | Pay-as-you-go | Prana Startpakke Bundle - 298 kr |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Prana product offering
Product offeringCore offering
Prana publishes Prana Bogasinet, a Danish spiritual magazine (a hybrid book-magazine format called a 'bogasin') covering consciousness, self-development, spirituality, yoga, and holistic health. The magazine includes a companion Prana Yoga section and is published twice yearly, sold via annual subscriptions, single issues, and starter bundles through the company website and approximately 270 retail locations across Denmark.
Product overview
Prana is a Danish spiritual media company publishing Prana Bogasinet, a hybrid magazine-book (bogasin) combining spiritual content with yoga practice. The portfolio consists of the core Prana Bogasinet (main magazine) paired with Prana Yoga (yoga-focused sister publication included since 2014), offered through single-issue purchases, an annual subscription service, and starter bundles. Issues are published twice yearly.
Differentiator
Problem solved
Functional benefit
Brands
- Prana Yoga: Denmark's only yoga magazine, a siamese sister publication to Prana Bogasinet, featuring 55 pages of yoga news, philosophy, meditation, and mindfulness content
Products and services
- Prana Bogasinet
Quantifiable outcome
- 60,000 readers with growing audience
- +1 more outcomes
Companies that use Prana
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Prana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Prana partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Prana competitors and assessment
Company assessmentRegional players
- Alt for Damerne: Major Danish women's lifestyle magazine with wellness and self-development content. Comparable Danish print-magazine subscriber base and advertiser relationships, but broader lifestyle positioning rather than spiritual focus.
- I FORM: Leading Danish fitness and wellness magazine. Shares the Danish consumer-wellness reader with Prana and competes for similar advertising spend, though focused on fitness rather than spirituality.
Direct peers
- Happinez: Dutch spiritual and mindfulness magazine covering self-development, yoga, and holistic living. Closest international analogue to Prana Bogasinet — same genre (consciousness/spirituality), same hybrid book-magazine format, similar target reader, but operating in the Netherlands.
- Spirituality & Health: US magazine covering spiritual practice, holistic health, and personal growth. Closest North American peer to Prana's spiritual/self-development content mix; same genre, similar advertiser base, though operating at larger scale.
- Soul & Spirit: UK-based spiritual lifestyle magazine covering wellbeing, mind-body-spirit, and holistic living. Same editorial niche as Prana Bogasinet, with comparable exclusive interviews and premium positioning for a conscious-reader audience.
- Flow Magazine: Dutch bi-monthly magazine blending creativity, mindfulness, and slow living — adjacent to Prana's spiritual/wellness positioning. Comparable premium print product, subscription model, and conscious-consumer audience, though tilted more toward creativity than spirituality.
- Yoga Magazine: UK-published magazine dedicated to yoga, meditation, and mindful living — directly comparable to Prana Yoga, the companion sub-brand of Prana Bogasinet. Same format (yoga-focused periodical) and reader demographic.
- Mindful Magazine: Print and digital mindfulness publication serving a wellness-seeking audience. Comparable conscious-reader demographic and subscription/retail distribution model, though with stronger digital presence than Prana.
Broad incumbents
- Yoga Journal: Established global yoga and wellness publication with print, digital, and events. Overlaps with Prana Yoga's audience and topics but operates at much larger scale and with broader geographic reach.
Emerging players
- Natural Health (UK): Holistic health and wellbeing publication covering complementary medicine, nutrition, and wellness. Adjacent niche to Prana's holistic-health coverage with similar advertiser base (wellness brands, supplements, retreats).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Prana social profiles
Digital presencePrana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prana leadership team
Management profileNumber of profiles
Profiles1 record
Prana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Prana
What does Prana do?
Prana publishes Prana Bogasinet, a Danish spiritual magazine (a hybrid book-magazine format called a 'bogasin') covering consciousness, self-development, spirituality, yoga, and holistic health. The magazine includes a companion Prana Yoga section and is published twice yearly, sold via annual subscriptions, single issues, and starter bundles through the company website and approximately 270 retail locations across Denmark.
Is Prana a public or private company?
Prana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Prana founded?
Prana was founded in 2012. It employs 1 to 10 people.
Where is Prana based?
Prana is headquartered in Copenhagen, Denmark, in the Europe region.
How does Prana make money?
Four revenue lines are on record. Subscription Sales are the primary driver. The others are single Copy Sales, promotional Bundles and advertising.
Who are Prana's main competitors?
Regional players on record are Alt for Damerne and I FORM. Direct peers are Happinez, Spirituality & Health, Soul & Spirit, Flow Magazine, Yoga Magazine and Mindful Magazine. Yoga Journal is listed as a broad incumbent. Natural Health (UK) is listed as an emerging player.
Does Prana have an API?
No public API is recorded for Prana.
What industry is Prana in?
Prana's product category is Spiritual and Wellness Magazine Publishing. Its primary akta.pro industry code is MPAJAHAH, Spirituality & Personal Growth Publishing (Mindfulness, Contemplative, New Age). Its NAICS code is 5131 and its SIC code is 2731.