Toned Yoga

What Toned Yoga does

Toned Yoga, LLC is a privately held boutique fitness studio operator founded in 2023 and headquartered in Lake Bluff, Illinois, serving consumers in Chicago's North Shore suburbs. The company delivers infrared-heated fitness classes across a proprietary format library branded as TONE, STRENGTH, FLOW, POWER, RECOVER, and PILATES, with two physical studios currently in operation — its flagship Lake Bluff location and a second site branded "The Sanctuary" in Kenilworth. The core product is in-person group fitness instruction delivered within specialized infrared-heated rooms, supplemented by studio buyouts and private events as ancillary revenue lines.

The business runs on a direct-to-consumer subscription and class-pack pricing model, with booking, account management, and studio operations handled through the Mariana Tek platform. SMS marketing has been adopted as an additional engagement channel. The company is structured as a single LLC with no disclosed parent company, institutional investors, or external funding, and operates with a five-person team across both locations.

Revenue mechanics are subscription-driven (class packs and memberships) plus transactional revenue from private studio buyouts and events, with no disclosed enterprise or B2B customer segments. The model is local and geographically constrained to the North Shore Illinois market.

Name

Toned Yoga

Legal name

Toned Yoga, LLC

Website

https://tonedyoga.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Toned Yoga, founded 2023, is a privately held boutique fitness operator running two infrared-heated studios in Lake Bluff and Kenilworth, Illinois, offering a proprietary class format library (TONE, STRENGTH, FLOW, POWER, RECOVER, PILATES) to North Shore suburban consumers via subscription and class-pack pricing.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studio

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hot Yoga & Heated Pilates (HSADACAC)

akta.pro secondary industries

Power Yoga & Athletic Yoga Conditioning (HSADACAG), Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Infrared fitness classes
• Boutique fitness studio
• Heated group fitness
• Yoga and pilates classes
• Fitness memberships

Headquarters

HQ city

Lake Bluff

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Class Pack Sales: Prepaid class packages that provide per-class discounts. Drop-ins and class packs allow booking 7 days in advance. Non-refundable and non-transferable.
2. Unlimited Membership: Recurring subscription model allowing unlimited class access. Members can book classes 10 days in advance (vs 7 days for non-members). Requires 30-day written notice for cancellation.
3. Drop-in Classes: Single class purchases at standard rate, bookable 7 days in advance.
4. First-Time Customer Promotion: Introductory offer of 2 classes for $40 to attract new customers. Valid at both Lake Bluff and Kenilworth locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Toned Yoga operates two boutique fitness studios in Illinois (Lake Bluff and Kenilworth) that deliver infrared-heated group fitness classes across six proprietary signature formats: TONE (full-body strength and cardio with weights), STRENGTH (heavy weightlifting), FLOW (yoga-based), POWER (faster-paced yoga), RECOVER (slow stretching with crystal bowl sound meditation), and PILATES (TONE/HIIT-Pilates hybrid). Classes are sold via drop-ins, prepaid class packs, and recurring unlimited monthly memberships, with a first-timer introductory offer of 2 classes for $40.

Product overview

Toned Yoga is a boutique fitness studio offering infrared-heated group fitness classes at two locations in Illinois (Lake Bluff and Kenilworth). The core product consists of five signature class formats: STRENGTH (heavy weightlifting), TONE (full-body strength and cardio with weights), FLOW (yoga-based), RECOVER (slow movement and meditation), and PILATES (TONE/Pilates hybrid). POWER is a faster-paced FLOW variant. All heated classes (except RECOVER) use infrared heat technology. The studio also offers event hosting, private classes, and brand partnership opportunities. The business is powered by Mariana Tek for booking and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• TONE Class

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

Two partnerships are on record, tiered core.

• Mariana TekcoreTechnology or IntegrationThird-party service provider handling account management, class booking, and membership processing. Contractually required to keep customer data confidential and use it only for agreed-upon services.
• Payment ProcessorscoreTechnology or IntegrationThird-party payment processing partners handling credit and debit card transactions. Studio operates as cashless establishment.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Solidcore: National boutique fitness brand operating high-intensity Pilates-focused classes on proprietary machines. Comparable to Toned's PILATES format and boutique strength-conditioning positioning in the premium suburban segment.
• Y7 Studio: Boutique chain offering infrared-heated, music-driven yoga classes with proprietary flows and hip-hop branding. Comparable to Toned's infrared heat, signature format, and music-driven community positioning.
• CorePower Yoga: National chain operating infrared-heated yoga and fitness studios with signature class formats (Yoga Sculpt, Yoga HIIT). Direct competitor to Toned Yoga's heated, multi-format class model in the Chicago metro and suburbs.
• Pure Barre: National boutique barre and Pilates-focused fitness franchise with membership-driven class model. Comparable subscription/membership structure and suburban studio footprint to Toned Yoga.
• Barry's Bootcamp: Iconic boutique HIIT and strength training studio with music-driven, instructor-led group classes. Closely mirrors Toned's TONE and STRENGTH formats and premium, community-driven brand positioning.

Others

• ClassPass: Multi-studio fitness membership marketplace that aggregates boutique classes including yoga, Pilates, and HIIT. Relevant ecosystem player that channels consumer demand and competes for the same suburban fitness enthusiast wallet share as Toned Yoga.

Broad incumbents

• SoulCycle: Established boutique indoor cycling brand that expanded into broader boutique fitness. Comparable premium, community-driven, music-led boutique experience to Toned Yoga's positioning.
• Life Time Fitness: Large, multi-format fitness club operator with premium suburban locations in the Chicago area (including North Shore). Competes for the same affluent suburban fitness members with broader amenity offerings versus Toned's boutique specialization.
• Equinox: Premium national fitness club operator with signature group fitness classes including heated yoga and Pilates. Comparable premium positioning to Toned Yoga's 'Sanctuary' elevated studio concept for affluent North Shore customers.
• Orangetheory Fitness: Large-scale national fitness franchise offering coach-led, heart-rate-based interval training. Broader incumbent in the HIIT/strength conditioning space where Toned's TONE and STRENGTH classes compete for the same suburban fitness customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tonedyoga
• LinkedInlinkedin.com/company/toned-yoga

Revenue estimate

Valuation estimate

Number of profiles

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 Toned Yoga