Awaken Studios and Retreats

What Awaken Studios and Retreats does

Awaken Studios and Retreats is a privately held, founder-led wellness company headquartered at 6168 S 1300 E in Murray, Utah, operating a single brick-and-mortar fitness studio founded by Jenna Hansen. The studio offers yoga, Pilates (including STOTT Pilates), aerial fitness, barre, circuit training, and a proprietary format called WYLD, with memberships sold in 3-month and 12-month terms (no month-to-month option) that include on-site childcare for two children. The company runs four distinct sub-brands: Awaken Studios (in-person classes), Awaken at Home (virtual workout library), Awaken Strength / Awaken Transformation (online coaching at $137/month with live group calls and on-demand content), and Awaken Education (200-hour Yoga Teacher Training at $2,750, STOTT Pilates full certification at $7,132 over 210+ hours, and 40-hour Aerial Instructor Training at $997).

The business generates revenue through a mix of recurring subscriptions (studio memberships, Awaken at Home, Awaken Transformation at $137/month), one-time certification tuition (Yoga, STOTT Pilates, Aerial), and destination retreat bookings ($1,987-$6,798 per person for El Salvador, Ireland, and Croatia retreats). Retreat capacity is capped at approximately 40 guests, and past retreats have been held in over 20 countries since 2006. The company uses third-party platforms — Momence for membership and scheduling, Mindbody for class booking, Squarespace for web hosting, and Fit4Travel as a travel partner for the Croatia cruise — and has no proprietary technology stack, no disclosed AI/ML capabilities, no funding rounds, and no parent company.

Customer segments include local health-conscious adults in the Salt Lake City area, families with children (ages 5-12 and childcare-supported), aspiring fitness instructors pursuing certification, and wellness travelers booking international retreats. Marketing is executed primarily through organic social channels (Instagram, Facebook), a weekly email newsletter ("Thursday Thoughts" by Jenna Hansen), free community events, a 3-day free trial pass, and referral incentives. The company is positioned as a community-driven, founder-led boutique wellness ecosystem spanning fitness, education, transformation coaching, and travel, with no evidence of institutional investment, public listing, or material headcount growth.

Name

Awaken Studios and Retreats

Website

https://awaken-studios.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Awaken Studios and Retreats is a privately held, founder-led wellness company in Murray, Utah operating a single fitness studio (yoga, Pilates, aerial, barre, circuit) alongside an integrated ecosystem of instructor certifications, online coaching subscriptions, and international destination retreats serving health-conscious adults, families, and aspiring fitness instructors.

Ownership category

akta.pro rank

Product category

Yoga and Pilates Studio Services

NAICS

Sports and Recreation Instruction (61162), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

akta.pro secondary industries

Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG), Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Yoga studio services
• Pilates certification training
• Wellness retreat experiences
• Aerial fitness instruction
• Fitness membership programs

Headquarters

HQ city

Murray

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships: Recurring membership revenue from unlimited class access at the Murray, Utah studio. All memberships include child care for 2 kids. Memberships are offered in 3-month and 12-month terms with no month-to-month option.
2. Yoga Teacher Training (200HR YTT): One-time certification course for yoga teacher training priced at $2,750 with payment plan option requiring $250 deposit. Includes unlimited studio access starting on purchase date.
3. STOTT Pilates Certification: Comprehensive Pilates instructor certification over 210+ hours of instruction. Full certification package priced at $7,132 (saving $1,000) or $7,997 with payment plans. Individual courses also available (e.g., Intensive Reformer $2,187, Cadillac $1,297).
4. Aerial Instructor Training: 40-hour aerial instructor certification program priced at $997 USD. Includes manual purchase as separate add-on.
5. Retreat Bookings: Destination wellness retreats including El Salvador ($1,987-$3,297 per person), Ireland ($3,497-$4,697 per person), and Croatia ($3,399-$6,798 per person). Flexible payment plans available.
6. Awaken at Home Virtual: Virtual workout library accessible as add-on to any membership. Provides home-based yoga, pilates, circuit, and meditation classes.
7. Awaken Transformation Program: Online coaching and wellness program at $137/month including live group coaching, on-demand replays, courses, and in-app workouts.
8. Private Training: One-on-one training sessions available as add-on to membership for personalized instruction.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Awaken Studios and Retreats operates a physical yoga, pilates, aerial fitness, barre, circuit training, and WYLD dance studio in Murray, Utah, offering unlimited class memberships that include childcare. The company extends beyond the studio with instructor certification programs (200/300-hour yoga teacher training, STOTT Pilates, and aerial instructor certification), international destination wellness retreats, the Awaken at Home virtual class library, and the Awaken Transformation online coaching subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Studio Memberships
• 200 Hour Yoga Teacher Training (YTT)

Quantifiable outcome

• Members report significant personal transformations including weight loss (40+ lbs reported), improved mindset, and healthier relationships with food and self
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Fit4TravelminorChannel Partner/ Reseller/ DistributorFit4Travel is a travel partner that assists with the Croatia wellness cruise retreat, providing booking and travel coordination services for the 8-day Dalmatian Coast experience aboard a 157-foot luxury boat.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wanderlust: Yoga-and-wellness festival and retreat organizer running multi-day international wellness experiences. Directly comparable to Awaken's international retreat circuit (yoga, meditation, dance, cultural programming).
• Club Pilates: Fast-growing reformer Pilates studio franchise offering group classes on a recurring membership model. Mirrors Awaken's STOTT Pilates-driven small-group class and certification (teacher training) flywheel.
• barre3: Boutique barre franchise combining in-studio classes, on-demand virtual workouts, and wellness coaching. Directly comparable to Awaken's barre + virtual + transformation programming stack.
• CorePower Yoga: Large US yoga studio chain offering unlimited-membership small-group heated yoga and teacher training programs. Most directly comparable to Awaken's yoga + small-group + certification model, with similar member-based GTM and instructor pipelines.
• Y7 Studio: Boutique yoga chain with small-group heated and unheated flow classes on a membership basis. Comparable to Awaken's studio-format yoga, virtual content, and instructor training.
• Pure Yoga: Premium boutique yoga chain with studios in major US cities plus teacher training and international retreats. Comparable to Awaken on upscale branding, small-group class formats, and global retreat footprint.

Broad incumbents

• Peloton: Connected fitness leader with both a massive on-demand platform and Peloton-branded brick-and-mortar studios. Competes with Awaken on the virtual workout side and sets the dominant digital benchmark Awaken at Home is measured against.
• Exhale (exhale.fit): Established operator of boutique fitness + spa studios with a broader wellness portfolio, including retreats and teacher training. Overlaps with Awaken on the studio-plus-retreat-plus-holistic-wellness positioning.
• Canyon Ranch: Iconic destination wellness retreat brand offering multi-day immersive fitness, mindfulness, and nutrition programs. Comparable to Awaken Retreats on the high-touch experiential wellness retreat layer.

Others

• Balanced Body: Leading Pilates equipment manufacturer and STOTT Pilates education provider. Comparable to Awaken's education division in the Pilates certification ecosystem, while operating as an enabling vendor rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/awaken.retreat.3
• Instagraminstagram.com/awakenstudios
• LinkedInlinkedin.com/company/awaken-studios-and-retreats

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 Awaken Studios and Retreats