FORM + FLOW

What FORM + FLOW does

Form + Flow is a privately-held yoga and wellness studio founded in 2019 by Shelly Yang in Long Island City, Queens, New York. The company operates two physical studio locations — LIC Queensbridge (the original, opened in 2019) and LIC Waterfront — and has served over 10,000 students since inception. Core offerings include in-studio yoga classes spanning Vinyasa, Restorative, Hatha, Ashtanga, and Perinatal styles, plus Mat Pilates, Yoga Sculpt, and specialty modalities. The business serves individual yoga practitioners, corporate clients, teacher training aspirants, and retreat seekers, with named corporate engagements including NYU Langone Health, Central Park Conservancy, and NYC Health.

Revenue is generated across seven streams: monthly memberships and class packs ($59-$199/month, $140-$480 for packs), 200-hour Yoga Alliance-certified teacher training at $3,400 tuition, multi-day international retreats (Soulshine in Sayulita, Mexico at $2,100-$2,950 per person), corporate wellness programs (e.g., $3,990 for the 'Finding Focus in the Age of AI' workshop), individual wellness workshops (Reiki, Sound Meditation, Cacao Ceremony, Breathwork), branded merchandise (yoga mats, ceremonial cacao), and a Karma Yogi volunteer program that exchanges desk shifts for free class access. Online booking and member management run on the third-party Momence platform; the company has no proprietary technology. Customer acquisition is community-led through Instagram, email newsletters, word-of-mouth, and event-driven experiences.

The company is founder-owned, bootstrapped, and operates with approximately 11 employees. No institutional funding, acquisitions, or external investors have been disclosed. Recent strategic activity has centered on expanding the product surface — launching the corporate wellness vertical, the 2027 teacher training cohorts, and a new spring Catskills retreat — alongside operational leadership reinforcement with the appointment of a dedicated Studio Manager in 2025.

Name

FORM + FLOW

Legal name

Form + Flow

Website

https://formandflow.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Form + Flow is a privately-held, founder-owned yoga and wellness studio in Long Island City, Queens, founded in 2019. It operates two studios offering yoga, Pilates, and perinatal classes, plus corporate wellness, teacher training, retreats, and branded merchandise.

Ownership category

akta.pro rank

Product category

Yoga and Wellness Studio

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Corporate/Workplace Yoga & Pilates (HSADACAJ), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG)

Keywords

• Yoga studio
• Yoga classes
• Wellness retreats
• Corporate wellness
• Teacher training

Headquarters

HQ city

Long Island City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Studio Classes: Revenue from yoga and Pilates classes sold through drop-ins, class packs (5, 10, 20 classes), and unlimited monthly memberships. Classes include Vinyasa, Hatha, Restorative, Ashtanga, Mat Pilates, Prenatal Yoga, and specialty classes.
2. Corporate Wellness Programs: B2B wellness services including quarterly wellness series (4 events/year), executive mindfulness programs (6-week series), single pop-up sessions, and year-long partnerships. Priced at $3,990 for the 'Finding Focus in the Age of AI' workshop.
3. Yoga Teacher Training: 200-hour Yoga Alliance certified teacher training program offered in two formats: Spring (March-June 2027) and Summer Intensive (July-August 2027). Full tuition is $3,400 with early bird discounts of $250.
4. Yoga Retreats: Multi-day retreats including accommodation, meals, yoga, meditation, sound healing, and activities. Soulshine retreat in Sayulita, Mexico offers private rooms ($2,950), double rooms ($2,550), and triple rooms ($2,100) per person.
5. Yoga Products: Retail sales of yoga mats ($78), ceremonial cacao ($59), and retreat accommodations. Products available for in-studio pickup or included in retreat packages.
6. Wellness Workshops: Individual workshops including Reiki, sound meditation, cacao ceremony, and breathwork sessions available for booking through their workshop program.
7. Karma Yogi Program: Volunteer program where participants exchange 4-hour weekly desk shifts for free unlimited yoga, monthly guest passes, and 10% workshop discounts. Provides free labor in exchange for studio access.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

FORM + FLOW operates two Long Island City yoga studios delivering in-person yoga and Pilates classes (Vinyasa, Hatha, Restorative, Ashtanga, Mat Pilates, Perinatal Yoga) through class packs, drop-ins, and monthly memberships. Beyond classes, the studio sells a 200-hour Yoga Alliance teacher training program, multi-day yoga retreats in Sayulita, Mexico, specialized wellness workshops (Reiki, sound meditation, cacao ceremony, breathwork), B2B corporate wellness programs, and branded merchandise (yoga mats, ceremonial cacao).

Product overview

Form + Flow is a multi-location yoga and wellness studio offering in-person classes at two Long Island City facilities. The core offering consists of diverse yoga styles (Vinyasa, Restorative, Hatha, Ashtanga), Mat Pilates, and Perinatal Yoga. The business extends beyond the studio through a 200-Hour Yoga Teacher Training certification program, the Soulshine Yoga Retreat in Sayulita, Mexico, and corporate wellness programs. Additional revenue streams include wellness workshops (Reiki, Sound Meditation, Cacao Ceremony, Breathwork), branded merchandise (yoga mats, ceremonial cacao), and retreat accommodations at multiple price tiers. The company operates on a class-pack and membership pricing model with a Karma Yogi volunteer program.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga and Pilates Classes

Named customers3 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

Partnerships

One partnership is on record.

• NYU Langone HealthminorOthersForm + Flow has provided corporate wellness programming for NYU Langone Health employees, including yoga, meditation, and breathwork sessions as part of their employee wellness initiatives.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• CorePower Yoga: CorePower Yoga is a national chain with hundreds of studios offering yoga and fitness classes at a similar price point. Broader scale and brand budgets make it a comparable but much larger incumbent in the same boutique yoga category.
• Peloton: Peloton is a digital fitness platform with extensive yoga and meditation content. Not a direct competitor but represents the digital fitness category that competes for consumer time and discretionary wellness spend.
• YogaWorks: YogaWorks is a multi-location yoga studio chain offering classes, workshops, and teacher training across major US markets. Comparable in teacher training and class programming, though at significantly larger scale.

Direct peers

• Yogaworks Teacher Training: YogaWorks' 200-hour and 300-hour Yoga Alliance certified teacher training programs directly compete with Form + Flow's 200-hour training program for aspiring yoga teachers in the same NYC and broader US market.
• Y7 Studio: Y7 Studio is a New York-based boutique yoga studio offering heated flow and vinyasa classes with a similar hip, community-driven brand identity. Competes directly with Form + Flow for the same urban, affluent yoga practitioner demographic in NYC.
• Sky Ting Yoga: Sky Ting is a NYC-based yoga studio offering vinyasa, restorative, and specialty classes with multiple locations and a strong community-driven brand. Highly comparable in product mix, pricing tier, and target customer to Form + Flow.
• Yoga Shape: Yoga Shape operates multiple boutique yoga studios in NYC with vinyasa, sculpt, and restorative classes, plus teacher training programs. Direct competitor in the NYC neighborhood studio segment with similar class formats and pricing.

Emerging players

• Bumble Bee Yoga: Smaller boutique yoga studio with similar community-led positioning and vinyasa/restorative class offerings. Comparable in scale and target demographic to Form + Flow's original Queensbridge studio.

Others

• Mindbody (ClassPass parent): Mindbody is the dominant SaaS platform and marketplace for booking fitness and wellness classes, serving as ecosystem infrastructure for studios like Form + Flow (which uses Momence). Related as a platform competitor and discovery channel.
• Wanderlust Yoga Festivals: Wanderlust produces large-scale yoga festivals and retreats globally. Comparable to Form + Flow's Soulshine retreat product in that both monetize immersive yoga travel experiences for wellness-focused consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/formandflow
• LinkedInlinkedin.com/company/form-flow

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 FORM + FLOW