Down Dog Yoga
Down Dog Yoga is a founder-owned boutique yoga studio chain operating two DC-area locations (Georgetown and Herndon) that teaches Baptiste-based Hot Power Yoga at 95 degrees, with a complementary on-demand video platform, 200-hour teacher training, workshops, and private/corporate sessions serving individual adult practitioners.
- Company typePrivate
- Founded2003
- HeadquartersWashington, District of Columbia, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Down Dog Yoga does
Down Dog Yoga is a privately held, founder-owned boutique yoga studio chain that has operated continuously in the Washington, DC metropolitan area since April 2003. The company teaches Baptiste-based Hot Power Yoga — specifically the Journey Into Power sequence — in studios heated to 95 degrees, with class formats ranging from 60 to 90 minutes plus introductory "Power Basics" and restorative offerings. Operations are anchored at two physical locations, a flagship studio in Georgetown, DC (1229 34th St NW) opened by founder Patty Ivey in a converted garage and a second studio opened in 2023 in Herndon, Virginia. The company serves individual adult practitioners across fitness levels, with adjacent offerings for aspiring yoga teachers (a Yoga Alliance-registered 200-hour training program, priced $2,900-$3,300) and corporate clients.
The technology stack is intentionally lean. Down Dog Yoga runs on the third-party Mindbody platform for class scheduling, registration, and on-demand video streaming, supplemented by a proprietary DDY mobile application for iOS and Android that surfaces the Mindbody booking flow and on-demand library. There is no public API, no developer-facing integration, no proprietary AI/ML, and no data flywheel evident in the source material. Product surface is diversified across in-studio classes, DDY On-Demand video, workshops and events (candlelight yin, handstand, partner yoga, 30 Day Throw Down challenge), private instruction (in-studio, outdoor, Zoom, corporate), teacher training, and branded gift cards in $30-$500 denominations. No patents, trademarks, awards, external investors, or named institutional customers are disclosed.
The business model is a hybrid of subscription recurring revenue and per-unit transactional revenue. The anchor SKU is the DDY Unlimited Power Membership at $175/month (minimum 3-month auto-renew) granting unlimited access across both studios and on-demand content. It is complemented by new-student introductory pricing ($35 for two weeks, $99 for one month), class packs (10 classes at $250), drop-ins ($30), and ancillary workshops, rentals, and training programs. Customer acquisition is community-driven via word-of-mouth referrals, the teacher training pipeline, and workshops rather than paid performance marketing. Go-to-market is direct-to-consumer at the retail level with a thin corporate/private-session B2B overlay.
Down Dog Yoga firmographics
Firmographics- Name
- Down Dog Yoga
- Legal name
- Down Dog Yoga Inc.
- Website
- https://downdogyoga.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Down Dog Yoga is a founder-owned boutique yoga studio chain operating two DC-area locations (Georgetown and Herndon) that teaches Baptiste-based Hot Power Yoga at 95 degrees, with a complementary on-demand video platform, 200-hour teacher training, workshops, and private/corporate sessions serving individual adult practitioners.
- Ownership category
- akta.pro rank
Down Dog Yoga industry classification
Industry- Product category
- Yoga Studio Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Power Yoga & Athletic Yoga Conditioning (HSADACAG)
- akta.pro secondary industries
- Hot Yoga & Heated Pilates (HSADACAC), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)
Keywords
Where Down Dog Yoga is headquartered
LocationHeadquarters
- HQ city
- Washington, District of Columbia
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Down Dog Yoga business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others
Revenue model
- Monthly Memberships: Auto-renewing monthly DDY Power Membership offering unlimited access to both studios and on-demand content for $175/month with minimum 3-month commitment.
- Class Packs and Drop-ins: One-time class purchases including drop-ins at $30, 10-pack at $250 (90-day expiration), and one-month unlimited pass at $225.
- New Student Promotions: Introductory pricing for new students: 2 weeks unlimited for $35 and 1 month unlimited for $99.
- Workshops and Events: Specialty workshops and events including candlelight yin ($20), new student workshops ($35), handstand workshops ($35-50), art of assisting ($400-460), partner yoga ($35-50), and charity classes.
- Teacher Training Program: Yoga Teacher Training program with early bird pricing at $2,900 or regular $3,300, including $500 non-refundable deposit.
- Private Instruction: One-on-one private yoga sessions, small group sessions, and corporate yoga sessions conducted in-studio, outdoors, or via Zoom.
- Gift Cards: Gift cards available in denominations of $30 (single class), $50, $100, $250, and $500.
- Equipment Rentals: Mat rentals at $5 and towel rentals at $5 per class.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | New Student 2 Weeks Unlimited |
| Subscription | Pay-as-you-go | New Student 1 Month Unlimited |
| Subscription | Monthly | DDY Power Membership |
| Unit Pricing | Pay-as-you-go | In-Studio Drop-in |
| Unit Pricing | Pay-as-you-go | In-Studio 10-Pack |
| Subscription | Pay-as-you-go | One Month Pass |
| Unit Pricing | Pay-as-you-go | Candlelight Yin Workshop |
| Unit Pricing | Pay-as-you-go | New Student Workshop |
| Unit Pricing | Pay-as-you-go | Handstand Workshop |
| Unit Pricing | Pay-as-you-go | Art of Assisting Workshop |
| Unit Pricing | Pay-as-you-go | Partner Yoga Workshop |
| Unit Pricing | Multi-year contract | Yoga Teacher Training |
| Unit Pricing | Pay-as-you-go | Mat and Towel Rental |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Down Dog Yoga product offering
Product offeringCore offering
Down Dog Yoga operates two brick-and-mortar hot power yoga studios in Georgetown, DC and Herndon, VA, offering in-person Baptiste-based Hot Power Yoga classes (Power Basics, Hot Power 60/75/90, Relax & Renew) taught in 95-degree rooms. The studio supplements in-person instruction with a subscription-based on-demand video streaming library, a 200-hour Yoga Alliance-registered teacher training program, specialty workshops, private and corporate yoga sessions, and gift cards. All scheduling, booking, and video access run through the MindBody platform and a proprietary DDY mobile app on iOS and Android.
Product overview
Down Dog Yoga operates as a brick-and-mortar yoga studio chain offering hot power yoga classes at two locations (Georgetown, D.C. and Herndon, VA). The core offering is in-studio yoga instruction (Power Basics, Hot Power 60/75/90, Relax & Renew, Flow For $10) heated to 95°F. This is complemented by DDY On-Demand, a subscription-based video streaming service for remote practice. The company provides tiered pricing including drop-in classes ($30), class packs (10-class for $250), monthly passes ($225), and an Unlimited Power Membership ($175/month). Additional offerings include Yoga Teacher Training programs, workshops/events, private instruction (in-studio/Zoom/corporate), and gift cards. The company uses Mindbody for scheduling, booking, and video streaming functionality, with a companion mobile app for iOS and Android.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Studio Yoga Classes Hot power yoga classes taught in person at the Georgetown and Herndon studios, including Power Basics, Hot Power 60, Hot Power 75, Hot Power 90, Relax & Renew, and Flow For $10. Studios are heated to 95 degrees and classes are designed for all levels from beginners to advanced.
- DDY On-Demand Video Streaming Subscription-based video streaming service providing recorded yoga classes and instructional videos led by Down Dog teachers, accessible via the Mindbody video platform so members can practice at home on their own schedule.
- Yoga Teacher Training (YTT) 200-hour yoga teacher training program registered with Yoga Alliance that certifies students to teach yoga. Pricing ranges from $2,900 (early bird before Dec 1) to $3,300 (regular), with a $500 non-refundable deposit.
- Workshops and Events Specialty workshops and events including the 30 Day Throw Down challenge, Candlelight Yin with live music, handstand workshops, chakra workshops, partner yoga, and community events, with member and non-member pricing tiers.
- Private Yoga Instruction
Quantifiable outcome
- Nearly 1,000 yoga teachers trained through DDY's teacher training program
Companies that use Down Dog Yoga
Customer profileSegments3 records
Ideal customer profiles3 records
Down Dog Yoga technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Down Dog Yoga partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Down Dog Yoga competitors and assessment
Company assessmentBroad incumbents
- Equinox: Premium fitness club operator offering yoga, cycling, and strength training under a membership model. Broader incumbent with overlapping yoga offerings but a wider portfolio of fitness services.
- SoulCycle: Premium boutique fitness brand with a strong community-driven positioning analogous to DDY. Overlaps in customer demographic and membership pricing, though core product is cycling rather than yoga.
- Peloton: Digital and connected fitness platform offering streamed yoga classes among other modalities. Competes with DDY's on-demand offering and broader studio attendance via at-home convenience.
Direct peers
- CorePower Yoga: National chain offering hot power yoga classes in a heated studio environment with memberships and teacher training. Closest direct competitor to DDY's Baptiste-based hot power model, operating at far greater scale.
- Pure Yoga: Premium urban yoga chain with hot yoga, vinyasa, and teacher training programs at higher price points. Comparable to DDY in premium positioning and studio-based delivery.
- YogaWorks: Multi-location yoga studio chain offering a range of heated and non-heated vinyasa classes, teacher training, and workshops. Comparable in teacher training programs and class variety.
- Y7 Studio: Boutique hot yoga chain with candlelight, hip-hop-influenced vinyasa classes and premium memberships. Comparable to DDY in heated dark-room format and premium pricing.
- Hot 8 Yoga: Multi-location hot yoga studio chain offering heated power and restorative classes with membership pricing. Directly comparable business model and class structure to DDY.
- Sky Ting: Boutique yoga studio with multiple locations offering vinyasa, hot classes, and on-demand content. Comparable to DDY in community-driven brand and premium offerings.
Others
- Mindbody: SaaS booking and business management platform used by DDY for scheduling, memberships, and on-demand video. Enabling/ecosystem partner rather than a competitor, but a strategic dependency for DDY's operations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Down Dog Yoga social profiles
Digital presenceDown Dog Yoga financial estimates
Financial estimateRevenue estimate
Valuation estimate
Down Dog Yoga leadership team
Management profileNumber of profiles
Profiles1 record
Down Dog Yoga funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Down Dog Yoga 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 Down Dog Yoga
What does Down Dog Yoga do?
Down Dog Yoga operates two brick-and-mortar hot power yoga studios in Georgetown, DC and Herndon, VA, offering in-person Baptiste-based Hot Power Yoga classes (Power Basics, Hot Power 60/75/90, Relax & Renew) taught in 95-degree rooms. The studio supplements in-person instruction with a subscription-based on-demand video streaming library, a 200-hour Yoga Alliance-registered teacher training program, specialty workshops, private and corporate yoga sessions, and gift cards. All scheduling, booking, and video access run through the MindBody platform and a proprietary DDY mobile app on iOS and Android.
Is Down Dog Yoga a public or private company?
Down Dog Yoga is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Down Dog Yoga founded?
Down Dog Yoga was founded in 2003. It employs 11 to 50 people.
Where is Down Dog Yoga based?
Down Dog Yoga is headquartered in Washington, District of Columbia, United States, in the North America region.
How does Down Dog Yoga make money?
Eight revenue lines are on record. Monthly Memberships are the primary driver. The others are class Packs and Drop-ins, new Student Promotions, workshops and Events, teacher Training Program, private Instruction, gift Cards and equipment Rentals.
Who are Down Dog Yoga's main competitors?
Broad incumbents on record are Equinox, SoulCycle and Peloton. Direct peers are CorePower Yoga, Pure Yoga, YogaWorks, Y7 Studio, Hot 8 Yoga and Sky Ting. Mindbody is listed as an others.
Does Down Dog Yoga have an API?
No public API is recorded for Down Dog Yoga.
What industry is Down Dog Yoga in?
Down Dog Yoga's product category is Yoga Studio Services. Its primary akta.pro industry code is HSADACAG, Power Yoga & Athletic Yoga Conditioning, with a secondary code of HSADACAC, Hot Yoga & Heated Pilates. Its NAICS code is 713940 and its SIC code is 7997.