O2
O2 Life is a privately held, founder-owned wellness boutique operating in Aspen and Dallas, combining a curated women's activewear and lifewear retail storefront with on-site yoga, Pilates, and fitness studios plus spa services including massage, facials, and lash and brow treatments for wellness-oriented women in those markets.
- Company typePrivate
- Founded2014
- HeadquartersAspen, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What O2 does
O2 Life is a privately held wellness boutique operating under founder "Britt," founded circa 2014 with an integrated retail, studio, and spa model concentrated in two affluent U.S. markets — Aspen, Colorado (flagship) and Dallas, Texas. The retail business sells women's activewear, lifewear, and accessories through an owned e-commerce storefront (Shopify) and on-site boutiques, merchandising curated collections such as Britt's Picks, Female-Founded Brands, and Sustainable Brands across price points from approximately $25 to $590.
The studio and spa operations run side-by-side with retail at both locations. Studio offerings include yoga (Power Flow, Vinyasa, Yin, Sound Bath, Meditation, Prenatal, Raja), mat and reformer Pilates, and fitness/sculpt classes, with bookings handled through Mindbody Online. Spa services span massage therapy, Knockout Beauty facials (a house sub-brand), lash and brow treatments, and waxing. Class memberships and drop-in passes are sold as add-on units, and a personal styling service called Style Box extends the retail proposition.
The business makes money through three transaction-based streams: one-time product sales (consignment and resale of third-party brands like Beyond Yoga plus house selection), per-class and membership fees for fitness instruction, and per-appointment fees for spa services. The customer base is wellness-oriented women in the Aspen and Dallas catchment areas, with secondary appeal to sustainability-focused and female-founded-brand-conscious shoppers acquired largely through an email newsletter offering a 15% first-purchase incentive, a Journal blog, and community events. The company is founder-owned with no disclosed institutional funding, no headcount data, and no public financials.
O2 firmographics
Firmographics- Name
- O2
- Legal name
- O2 Life
- Website
- https://o2life.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- O2 Life is a privately held, founder-owned wellness boutique operating in Aspen and Dallas, combining a curated women's activewear and lifewear retail storefront with on-site yoga, Pilates, and fitness studios plus spa services including massage, facials, and lash and brow treatments for wellness-oriented women in those markets.
- Ownership category
- akta.pro rank
O2 industry classification
Industry- Product category
- Boutique Wellness (Retail + Fitness Studio + Spa)
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Retail-Apparel & Accessory Stores (5600), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)
- akta.pro secondary industries
- Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)
Keywords
Where O2 is headquartered
LocationHeadquarters
- HQ city
- Aspen
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
O2 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Sale of women's activewear, lifewear, accessories, and lifestyle products through e-commerce and physical retail locations. Products include tops, bottoms, leggings, dresses, outerwear, shoes, bags, hats, and jewelry.
- Studio Classes: Yoga and Pilates classes offered at Aspen and Dallas locations, including heated Power Flow, Vinyasa, Mat Pilates, Sculpt, Yin Yoga, Sound Bath, and Meditation classes.
- Spa Services: Spa services including massage therapy, facials (Knockout Beauty), and lash+brow treatments offered at physical locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at various price points |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
O2 product offering
Product offeringCore offering
O2 Life operates an integrated wellness lifestyle brand selling women's activewear, lifewear, and accessories through its own e-commerce site and two physical boutiques in Aspen, CO and Dallas, TX. The same locations offer paid yoga, Pilates, and sculpt fitness classes alongside spa services including massage, facials (including the Knockout Beauty sub-brand), lash and brow treatments, and waxing. Class bookings are managed through the Mindbody Online platform and product sales through a Shopify storefront.
Product overview
O2 Life is a wellness-focused lifestyle boutique and fitness studio offering a combination of retail products and wellness services. The core offering includes a retail store selling women's activewear, loungewear, and accessories from various brands, alongside studio services featuring yoga and Pilates classes, spa treatments (massage, facials, lash & brow, waxing), and Knockout Beauty facials. The business operates physical locations in Aspen and Dallas, with an e-commerce platform for product sales and a booking system for classes and spa appointments. The product portfolio consists of the retail commerce platform, in-person fitness/wellness classes, and spa/beauty services.
Differentiator
Problem solved
Functional benefit
Brands
- Knockout Beauty: Facial treatment service brand offered at both Aspen and Dallas locations.
Products and services
- O2 Life Retail Store Online and in-store boutique selling women's activewear, lifewear, and accessories for yoga, pilates, fitness, and everyday use, with prices ranging from $25 for accessories to $590 for outerwear.
- Yoga Classes Group yoga classes including Power Flow, Vinyasa, Yoga Sculpt, Raja Yoga, Yin Yoga, Sound Bath, Prenatal Flow, Restore & Reiki, and Meditation offered at Aspen and Dallas locations, with heated classes held at 90-100 degrees.
- Pilates Classes Mat Pilates and reformer Pilates classes available at Aspen and Dallas locations.
- Massage Services Relaxation and therapeutic massage treatments booked at Aspen and Dallas spa locations.
- Facial Treatments Facial treatments and skincare services available at the Aspen and Dallas spa locations.
- Lash and Brow Services Lash and brow enhancement services including tinting and extensions offered at both Aspen and Dallas locations.
- Waxing Services Professional hair removal waxing services available at the O2 spa locations.
- Knockout Beauty Facials Specialized facial treatments under the Knockout Beauty sub-brand focused on delivering visible skin results at the Aspen and Dallas locations.
- Style Box Personal styling service helping customers select outfits suited to their lifestyle, offered as a paid retail add-on.
Companies that use O2
Customer profileSegments4 records
Ideal customer profiles1 record
O2 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
O2 partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
O2 competitors and assessment
Company assessmentBroad incumbents
- Athleta: Athleta is Gap Inc.'s women's activewear brand, with a comparable women-focused, wellness-positioned assortment. Relevant as an incumbent competitor in O2's primary retail category and for benchmarking omnichannel women's wellness branding.
- CorePower Yoga: CorePower Yoga operates a national chain of heated yoga and sculpt studios with class packages and memberships—directly comparable to O2's heated Power Flow, Sculpt, and Mat Pilates offerings. Both target the wellness-oriented woman segment and sell branded retail at studios.
- Lululemon: Lululemon is the dominant women's activewear incumbent and has rolled out 'Power of Three ×2' growth strategy including experiential stores (e.g., experiential locations in NYC) and the Mirror/Lululemon Studio connected fitness offering. O2 competes at the premium end of the same customer and faces similar cross-sell dynamics between apparel and fitness content.
- Equinox: Equinox operates luxury fitness clubs with integrated spa, recovery, and wellness programming and has expanded into apparel (Equinox Sport) and hotels (Equinox Hotels). Relevant for benchmarking the integrated luxury wellness retail+fitness+spa thesis at scale, though Equinox targets a broader and more affluent customer.
- Life Time Fitness: Life Time operates luxury health clubs with integrated spa, salon, recovery, and retail. Comparable as a broader incumbent executing the fitness + spa + wellness retail thesis, and Life Time's expansion into smaller-format 'Life Time Studios' is relevant to O2's boutique-scale model.
Direct peers
- The NOW Massage: The NOW Massage is a boutique massage-studio chain offering a focused menu of massage services in design-forward locations. Directly comparable to O2's spa service line (massage, facials, lash+brow) in terms of target customer, pricing tier, and the boutique single-service studio economics O2 runs inside its locations.
- Alo Yoga: Alo Yoga is the closest direct comparable: a vertically integrated women's activewear brand that has expanded into immersive flagship 'Alo Sanctuary' stores combining retail with yoga and fitness classes and wellness services. O2 mirrors this exact omnichannel thesis at boutique scale in Aspen/Dallas.
- Drybar: Drybar is a boutique beauty-services chain offering a single focused service (blowouts) in design-forward studios. Comparable to O2's lash+brow, facial, and waxing service menu in terms of boutique beauty-services economics, target customer, and aspirational retail pairing.
- Beyond Yoga: Beyond Yoga is a direct peer as a women's activewear brand carried inside O2's storefront (product listings). Comparable for product curation/quality/pricing benchmarks ($60-$145 for tops/bottoms) and shares the female-founded positioning O2 highlights in its 'Female-Founded Brands' collection.
Others
- Goop: Goop is a wellness lifestyle brand with both product retail and content/community around female-founded wellness, facials, and recovery. Comparable as a brand-led ecosystem targeting the same wellness-oriented woman segment O2 serves, with retail plus service-adjacent experiences.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
O2 social profiles
Digital presenceO2 financial estimates
Financial estimateRevenue estimate
Valuation estimate
O2 leadership team
Management profileNumber of profiles
Profiles2 records
O2 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
O2 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 O2
What does O2 do?
O2 Life operates an integrated wellness lifestyle brand selling women's activewear, lifewear, and accessories through its own e-commerce site and two physical boutiques in Aspen, CO and Dallas, TX. The same locations offer paid yoga, Pilates, and sculpt fitness classes alongside spa services including massage, facials (including the Knockout Beauty sub-brand), lash and brow treatments, and waxing. Class bookings are managed through the Mindbody Online platform and product sales through a Shopify storefront.
Is O2 a public or private company?
O2 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was O2 founded?
O2 was founded in 2014. It employs 11 to 50 people.
Where is O2 based?
O2 is headquartered in Aspen, United States, in the North America region.
How does O2 make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are studio Classes and spa Services.
Who are O2's main competitors?
Broad incumbents on record are Athleta, CorePower Yoga, Lululemon, Equinox and Life Time Fitness. Direct peers are The NOW Massage, Alo Yoga, Drybar and Beyond Yoga. Goop is listed as an others.
Does O2 have an API?
No public API is recorded for O2.
What industry is O2 in?
O2's product category is Boutique Wellness (Retail + Fitness Studio + Spa). Its primary akta.pro industry code is THAJAHAA, Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness), with a secondary code of THAJAHAC, Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages). Its NAICS code is 45811 and its SIC code is 5600.