Hotflow Yoga

What Hotflow Yoga does

Hot Flow Yoga is a private Amsterdam-based yoga studio operator running four locations across the city (Zuid near Vondelpark, Jordaan on Prinsengracht, Rivierenbuurt on Amstelkade, and a forthcoming City studio at Oudeschans 5a scheduled for October 2026). The core offering is heated Vinyasa Flow yoga at 26–38°C using infrared heating panels, alongside a broader portfolio including Hot Pilates Fusion, CorePower, Yin Yoga (with aromatherapy and sound bath variants), Sound Healing, Somatic Yoga, and Ayurvedic Vinyasa. Classes are taught in English and target both individual wellness consumers and corporate clients in the Amsterdam market.

The business is built on a small team of approximately eight people — two co-founders (Joanna, a former professional ballet dancer with English National Ballet, Hong Kong Ballet, and Dutch National Ballet, and Ann-Charlotte, a Swedish Vinyasa/Power Yoga teacher who owns the Jordaan franchise) plus a studio manager and a roster of international instructors. The technology stack is deliberately thin: Eversports handles all booking, scheduling, payment, membership management, and waiting lists across web and mobile (iOS/Android); Mailerlite drives newsletters; Google Analytics, Google Maps API, Elementor, and WordPress power the website; and the physical differentiator is proprietary-feeling infrared heating technology. There are no patents, AI/ML systems, or external investors disclosed.

Revenue comes from a multi-stream mix: recurring subscriptions (Lite €39/month, Monthly Unlimited €120/month, All Access Unlimited €150/month across all studios, plus half-yearly €620 and yearly €1,150 tiers), prepaid class cards (€35 for 3 units, €165 for 10 units, €99 summer deal for 10 units), single drop-in classes at €20, private classes at €100, gift vouchers, corporate on-site packages at €175–€225 per session, specialty workshops (e.g., €50 Hipstraordinary), and a 50-hour Pilates Fusion Teacher Training at €895–€1,095. Distribution combines direct-to-consumer booking via Eversports, marketplace exposure through ClassPass and OneFit, social channels (Instagram, Facebook, YouTube), email, Google reviews, and direct B2B outreach to Amsterdam companies for corporate wellness.

Name

Hotflow Yoga

Legal name

Hot Flow Yoga

Website

https://hotflowyoga.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hot Flow Yoga is a private Amsterdam-based studio chain operating four neighborhood locations offering heated Vinyasa, Pilates Fusion, Yin, and specialty yoga classes delivered by internationally credentialed instructors and booked through the Eversports platform. It serves individual English-speaking wellness consumers and Amsterdam corporate clients.

Ownership category

akta.pro rank

Product category

Yoga and Wellness Studios

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hot Yoga & Heated Pilates (HSADACAC)

Keywords

• Heated yoga classes
• Yoga studio memberships
• Corporate wellness programs
• Infrared yoga sessions
• Yoga teacher training

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Recurring monthly/weekly subscriptions offering unlimited classes at one or all studios. Monthly auto-renewal via Eversports. Options range from Lite (4 units/month) to All Access Unlimited (all studios, unlimited classes).
2. Class Cards and Packs: Prepaid class cards with fixed unit counts (3, 10 units) valid for 1 month to 1 year. Pay-as-you-go model with per-class pricing at €20. Non-refundable once purchased.
3. Private Classes: One-on-one 60-minute private yoga classes at €100 per session. Higher margin per-unit revenue compared to group classes.
4. Corporate Wellness Packages: B2B on-site yoga and wellness services for corporate clients. Priced per session with volume discounts (€225 single session, €195 for 2-8 sessions, €175 for 8+ sessions).
5. Workshops and Events: Specialized workshops (e.g., Hipstraordinary Workshop on hip mobility) at €50 early bird pricing. Revenue from event ticket sales.
6. Teacher Training Programs: 50-hour Pilates Fusion Teacher Training at €895 early bird / €1,095 standard. Revenue from training program tuition with flexible payment plans available.
7. Gift Vouchers: Gift vouchers sold at all studio locations through Eversports widget. One-time prepaid certificates for gifting to friends and family.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Hot Flow Yoga Amsterdam sells heated yoga, pilates, and wellness classes delivered in-person across four studios in Amsterdam (City, Zuid, Jordaan, Rivierenbuurt) using proprietary infrared heating panels at 26-38°C. The product portfolio includes Vinyasa Flow, Hot Pilates Fusion, CorePower, Yin Yoga, and specialized classes such as Sound Healing, plus memberships, private sessions, corporate wellness packages, specialty workshops, and a 50-hour Pilates Fusion Teacher Training program. All bookings, memberships, and class management are processed through the Eversports platform.

Product overview

Hot Flow Yoga Amsterdam operates a multi-studio yoga and wellness business with four locations across Amsterdam (City, Zuid, Jordaan, and Rivierenbuurt). The core offering is heated Vinyasa Flow yoga classes utilizing infrared heating panels at temperatures between 26-38°C. The product portfolio includes diverse class types: Hot Yoga Classes (Vinyasa Flow, Power Flow, Morning Flow, Core Flow, Relax and Flow, Candlelight Flow, Inversions), Hot Pilates Fusion, CorePower, Yin Yoga Classes (various forms including aromatherapy and sound bath), and Special Classes (Sound Healing, Mobility Flow, Somatic Yoga, Breathwork, Ayurvedic Vinyasa). The business also offers memberships (Single Class, Class Cards, Unlimited Passes, All Access Pass), Private Classes, Gift Vouchers, Corporate Yoga Packages, and workshops/teacher training programs. All bookings and memberships are managed through the Eversports platform. Classes are taught in English.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Yoga Classes Heated Vinyasa Flow yoga classes using infrared heating panels at 26-38°C, offered in multiple formats (Vinyasa Flow, Power Flow, Morning Flow, Core Flow, Relax and Flow, Candlelight Flow, Inversions) for yoga practitioners of all levels from beginners to advanced.
• Hot Pilates Fusion Mat Pilates and yoga fusion class heated to 32-35°C, using resistance bands and weights to build core stability, full-body strength, and lean muscles with focus on powerhouse muscles, abs, back, hips, and glutes.
• CorePower Core-focused workout combining various exercises to build strength and mobility, emphasizing muscle tension awareness and flexibility in a full-body approach.
• Yin Yoga Classes Meditative Yin yoga practice with long-held floor poses (3-6 minutes) targeting connective tissues, offered as Hot Yin Yoga, Hot Candlelight Yin, Hot Aromatherapy Yin, Hot Yin and Sound Bath, and therapeutic combinations with acupressure and myofascial release.
• Special Classes Specialized classes including Sound Healing, Sound Healing and Yoga Nidra, Hot Mobility Flow, Hot Somatic Yoga Flow, Elements in Motion Ayurvedic Vinyasa Flow, Circular Breathwork Journey, Therapeutic Yoga with Tune Up Balls, and Renew and Restore Acupressure.
• Private Class 60-minute one-on-one private yoga session with a Hot Flow Yoga instructor, priced at €100 per session.
• Corporate Yoga Package On-site workplace wellness program offering yoga, meditation, sound healing, and aromatherapy yin classes delivered at Amsterdam company offices, with volume tier pricing (€225 single, €195 for 2-8 sessions, €175 for 8+ sessions) and travel surcharges for locations outside Amsterdam.
• Hipstraordinary Workshop Front and side splits yoga and functional mobility workshop led by Maëva, focused on hip flexion/extension and abduction/adduction training; open to all levels, €50 early bird.
• Pilates Fusion Teacher Training 50-hour Pilates Fusion certification program for aspiring instructors, practitioners, and yoga teachers, covering Pilates fundamentals, anatomy, intelligent fusion sequencing, and teaching methodology; trainer Stephanie Wright; €895 early bird, €1,095 standard.
• Gift Vouchers Digital gift vouchers available for purchase at any Hot Flow Yoga studio location through the Eversports widget; recipients select the studio and custom message.

Quantifiable outcome

• Classes held at 33-38°C with infrared heating panels for therapeutic detoxification
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• EversportscoreTechnology or IntegrationEversports serves as the primary booking, scheduling, and membership management platform. All class bookings, membership purchases, cancellations, and account management are processed through Eversports. Available via web and mobile apps (iOS/Android).
• YogishaminorGTM or Marketing PartnerYogisha supplies yoga towels with silicone nubs on the bottom. Hot Flow Yoga recommends these towels for their grip and absorbency. A 10% discount code 'hotflow' is offered to students for Yogisha towel purchases.
• Class Pass and OneFitminorChannel Partner/ Reseller/ DistributorThird-party fitness membership platforms. Hot Flow Yoga accepts bookings from Class Pass and OneFit members, though cancellation policies may differ from standard Hot Flow Yoga terms.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Others

• ClassPass: Global fitness subscription marketplace that lists Hot Flow Yoga as a partner studio; relevant as a distribution channel and a benchmark for how aggregated consumer demand interacts with boutique studio pricing.
• Eversports: Booking and membership management platform used by Hot Flow Yoga; included as an ecosystem participant whose commercial terms and product roadmap materially affect Hot Flow's unit economics and customer experience.

Regional players

• Happy With Yoga: Netherlands-based online and offline yoga platform with class passes and teacher resources; comparable as a Dutch yoga brand but competes more on digital/on-demand access than boutique studio experience.

Direct peers

• Y7 Studio: Heated, music-driven flow yoga concept with infrared elements and branded studio design; comparable on the heated-format + premium-aesthetic positioning that Hot Flow Yoga pursues.
• Hot 8 Yoga: Multi-location heated yoga studio chain with subscription-based unlimited class passes; directly comparable membership pricing structure and multi-studio expansion model.
• De Nieuwe Yogaschool: Amsterdam-based independent yoga studio with diverse class formats and teacher training programs; comparable on local Amsterdam competition, premium positioning, and education-based ancillary revenue.
• Ashtanga Yoga Amsterdam: Established Amsterdam yoga school offering traditional Ashtanga and Vinyasa classes; comparable local competitor drawing from the same Amsterdam expat and Dutch practitioner market.
• The Hot Yoga House: Netherlands-based heated yoga studio operator offering hot yoga and Pilates classes at multiple Dutch locations; closest functional peer given the focus on heated environments and similar pricing tier.
• Delight Yoga: Amsterdam-based yoga studio chain offering multiple class types and memberships with English-language instruction; directly comparable multi-location competitor targeting the same expat and Dutch wellness consumer base.

Broad incumbents

• CorePower Yoga: Largest US heated yoga and fitness franchise with a comparable heated Vinyasa + Pilates Fusion product mix and tiered unlimited memberships; useful as a scaled benchmark for unit economics and multi-studio operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hotflowyogaamsterdam
• Facebookfacebook.com/HotFlowYogaAmsterdam
• Instagraminstagram.com/hotflowamsterdam
• LinkedInlinkedin.com/company/hotflow-yoga

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 Hotflow Yoga