O2

Boutique Wellness (Retail + Fitness Studio + Spa)o2life.com

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

Women's activewear
Boutique fitness studio
Yoga pilates classes
Spa wellness services
Wellness lifestyle retail

Where O2 is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments4 records

Ideal customer profiles1 record

O2 technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

O2 partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

O2 competitors and assessment

Company assessment

Broad 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

O2 leadership team

Management profile

Number of profiles

Profiles2 records

O2 funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

O2 M&A and investment

M&A and investment

M&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?

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.