Hot 8 Yoga

What Hot 8 Yoga does

Hot 8 Yoga is a privately held boutique hot yoga studio chain founded in 2010 in Beverly Hills, California, currently operating 16 corporate-owned locations across Southern California (10 studios including Beverly Hills, Santa Monica, Brentwood, and Pasadena), Northern California (3 studios in San Francisco FiDi, Marina District, and San Jose Santana Row), and New York City (Brooklyn Heights and Flatiron open, Tribeca opening Summer 2026). The company is owned by BBRC Worldwide following a December 2018 acquisition, and as of June 2026 is exploring strategic options including a potential sale or minority investment with Piper Sandler advising. The company is led by co-founder, President, and CEO Vincent Nicoletta.

The core product is hot yoga classes conducted at 105-110°F across seven distinct formats (Hot Power Fusion, Power, Yoga Sculpt, Strength, Yoga Barre, 26 & 2, Yin). Differentiated physical infrastructure includes proprietary UV-C air purification systems (marketed as killing 99.98% of airborne pathogens), anti-microbial slip-resistant flooring designed for hot/humid environments, and a forced-air heating system with real-time monitoring of temperature, humidity, CO2, and oxygen levels. The business operates a multi-stream revenue model including single-class sales and 10-class packages (which never expire), recurring monthly memberships with regional pricing tiers (SoCal, NorCal, NYC), retail apparel e-commerce (Shopify-powered), teacher training certification (200HR and 300HR programs), and the Hot 8 On-Demand streaming platform accessible across web, mobile, and smart TV devices. The company is currently exploring strategic options including a potential sale or minority stake investment with Piper Sandler as financial adviser.

The company targets health-conscious adults aged 25-55 seeking premium boutique fitness experiences, with primary acquisition through a Welcome Week offer (7 days unlimited classes for the price of 1 class, regionally priced $36-$41). Memberships range from $149/month (5-class SoCal) to $279/month (NorCal Executive unlimited), with 12-month committed plans offering 15-30% discounts. Marketing leverages Instagram, Facebook, Google/Meta/TikTok paid acquisition, email, and ClassPass/GymPass third-party booking integration. The company generates mid-single digit EBITDA according to sources familiar with the matter, suggesting an established, profitable operator currently in a deliberate expansion phase across California and New York.

Name

Hot 8 Yoga

Legal name

Hot 8 Yoga, LLC

Website

https://hot8yoga.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Hot 8 Yoga is a privately held boutique hot yoga studio chain operating 16 corporate-owned locations across Southern California, Northern California, and New York City, offering heated yoga classes, memberships, teacher training, and a digital On-Demand streaming platform.

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

Power Yoga & Athletic Yoga Conditioning (HSADACAG), Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Hot yoga studios
• Boutique fitness classes
• Heated yoga memberships
• Yoga teacher training
• Wellness studio chain

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Class Sales: Revenue from individual class purchases, class packages (10-class packs that never expire), and walk-in classes at studio front desks.
2. Monthly Membership Subscriptions: Recurring monthly membership revenue from unlimited and limited (5-class) membership tiers. Members can freeze accounts for up to 90 days per year. Regional pricing tiers (SoCal lower than NorCal).
3. Retail Merchandise: Apparel sales through online shop (shop.hot8yoga.com) and in-studio. Members receive 25% off branded merchandise.
4. On-Demand Streaming: Hot 8 On-Demand subscription providing access to pre-recorded classes. Free first month for members.
5. Teacher Training Programs: 200HR and 300HR yoga teacher training certification programs. Membership required to join training.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Hot 8 Yoga operates a chain of boutique hot yoga studios offering heated yoga and fitness classes at 105-110°F across multiple class styles (Hot Power Fusion, Power, Yoga Sculpt, Strength, Yoga Barre, 26 & 2, Yin). The company sells class packages, recurring memberships, and walk-in classes, and complements in-studio offerings with a digital On-Demand streaming platform, branded apparel retail, and yoga teacher training certification programs.

Product overview

Hot 8 Yoga is a boutique hot yoga studio chain offering heated yoga classes at 105-110°F. The core product is in-studio hot yoga classes across seven styles (Hot Power Fusion, Power, Yoga Sculpt, Strength, Yoga Barre, 26 & 2, Yin), supplemented by a digital On-Demand streaming platform. The company operates on a membership model with Unlimited, 5-Class, and 10-Class package options, plus a first-time Welcome Week offer. Additional offerings include teacher training programs, mobile apps for class booking and on-demand streaming, and retail apparel. Studios are located across Southern California (10 locations), Northern California (3 locations), and New York City (2 open, 1 opening). The company was founded in 2010 and acquired by BBRC Worldwide in December 2018.

Differentiator

Problem solved

Functional benefit

Brands

• Hot 8 On-Demand: Online streaming platform for on-demand hot yoga classes offered by Hot 8 Yoga.

Quantifiable outcome

• 500-1,000 calories burned per class depending on body composition and exertion
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• F45 Training: Global franchised functional training brand with thousands of studios. Competes for the boutique fitness dollar and shares the high-intensity, time-efficient workout positioning of Hot 8's Yoga Sculpt and Strength classes.
• SoulCycle: Premium indoor cycling brand with a strong community-driven, lifestyle-positioned membership model. Targets the same affluent urban consumer in NYC and LA, and competes for share of the boutique fitness wallet.
• Barry's (Barry's Bootcamp): Iconic premium boutique fitness brand with red-light studios across major US cities. Competes for the same high-income, experience-driven consumer that Hot 8 targets, and has a similar high-priced membership model with strong brand equity.
• Orangetheory Fitness: Large franchised boutique fitness brand with 1,500+ studios globally. Competes with Hot 8 in the strength/cardio class category (Hot 8 offers Yoga Sculpt and Strength classes) and has scaled boutique fitness to a much larger footprint via franchising.
• Equinox (incl. SoulCycle, Pure Yoga): Luxury fitness operator with full-service clubs plus boutique studios (Pure Yoga, SoulCycle). Directly competes for high-end members in NYC and LA and offers premium yoga including hot classes.

Direct peers

• YogaWorks: Multi-format yoga studio chain offering hot yoga, vinyasa, and teacher training across California and other US markets. Similar membership tiers, retail shop, and teacher training programs — directly comparable boutique yoga operator.
• Solidcore: Premium boutique fitness brand offering 50-minute full-body workouts on custom reformer-like machines. Targets the same affluent, results-oriented consumer as Hot 8 and operates in similar dense urban submarkets (NYC, LA, DC).
• CorePower Yoga: Largest US hot yoga chain with 200+ studios nationwide. Directly comparable to Hot 8 in heated yoga formats, membership model, and premium positioning. Recently expanded into broader boutique fitness including strength and barre.

Others

• ClassPass: Multi-studio fitness subscription platform that distributes Hot 8 classes to its members. Both a key customer acquisition channel and a competitive threat as it aggregates the same consumer across competing studios.

Emerging players

• Pilatesmith: Premium boutique Pilates studio with locations in LA and other metros. Competes with Hot 8 for the same affluent, wellness-focused consumer seeking low-impact, results-driven boutique classes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hot8yoga
• Instagraminstagram.com/hot8yoga
• Xx.com/hot8yoga

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 Hot 8 Yoga