Up Dog Yoga Inc.

What Up Dog Yoga Inc. does

Up Dog Yoga Inc. is a privately held yoga studio operator founded in 1999 and headquartered in Rochester, Michigan, with a second location in Sterling Heights. The company delivers in-studio yoga classes across roughly a dozen styles and difficulty levels — from Basic Yoga and Gentle Yin through Hot Vinyasa and Ashtanga — supplemented by specialty formats (Chair Yoga, Kids Yoga, Guided Meditation) and a seasonal outdoor events calendar (Paddle Board Yoga at Stony Creek Metro Park, Goat Yoga at Westview Orchards, Park Yoga, Sunflower and Apple Orchard Yoga). Operations run on the third-party MindBody Online platform for scheduling, registration, and point-of-sale; the company's only proprietary technical asset of note is the Sterilaser germicidal UVC disinfection system deployed across both studios, the first such deployment in a U.S. yoga studio, with effectiveness verified by Oakland University biomedical testing.

The business is a multi-vertical local wellness operator rather than a single-product yoga studio. In addition to class revenue, UpDog runs a Yoga Alliance-certified (RYS200, RYS300/500) 13-week RYT200 teacher training program twice yearly at $2,900 tuition, individualized yoga therapy sessions with a C-IAYT-certified therapist ($85 single, $320/$600 packs), a 600 sq ft in-house Crystal & Metaphysical Shop retail boutique, monthly workshops (sound healing, reiki, chakra balancing, shamanic practices), and the OM Squad traveling corporate yoga outreach program. It also maintains a 270+ video Facebook library offered free to Michigan healthcare workers. Pricing is structured around drop-in classes ($20-$24), never-expiring class packs ($12-$20 effective per class), and unlimited memberships with monthly autopay ($120-$135) and 1/3/6/12-month prepay tiers, plus a New Student '5 Classes for $15' funnel limited to five Michigan counties.

The customer base is predominantly long-tail individual consumers in Southeast Michigan, with a thin layer of community/enterprise touchpoints (Ford Romeo Engine Plant via OM Squad, Royal Park Hotel guest discount, Leader Dogs for the Blind charity partnership). Customer acquisition is community-led and event-driven — workshops, outdoor events, charity classes, corporate outreach, and word-of-mouth — supplemented by standard digital channels (website, Instagram, monthly Constant Contact newsletter, local SEO). The company has 700+ teacher training alumni, many of whom now teach or own studios across Southeast Michigan, creating an indirect distribution and brand-network effect. UpDog is independently owned with no disclosed institutional backing and operates with approximately 8 employees.

Name

Up Dog Yoga Inc.

Legal name

Up Dog Yoga Inc.

Website

https://updogyoga.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Up Dog Yoga Inc. is a privately held yoga studio operator founded in 1999, running two Southeast Michigan studios in Rochester and Sterling Heights that offer multi-style in-studio classes, Yoga Alliance-certified teacher training, yoga therapy, workshops, corporate outreach, and a retail boutique.

Ownership category

akta.pro rank

Product category

Yoga Studio & Wellness Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620), Professional and Management Development Training (61143), Professional and Management Development Training (611430)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Power Yoga & Athletic Yoga Conditioning (HSADACAG)

akta.pro secondary industries

Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Kids & Family Yoga (HSADACAK), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Yoga studio services
• Yoga teacher training
• Yoga therapy sessions
• Corporate wellness programs
• Mindfulness meditation classes

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Studio Yoga Classes: Drop-in single classes, class packs (5/10/20), and unlimited membership passes (monthly to annual). Primary revenue driver. Class packs never expire for consumer flexibility.
2. Yoga Teacher Training: RYT200 and RYT500 certification programs. 13-week programs offered twice yearly. $2,900 tuition with early bird discounts. Includes free unlimited yoga access during training.
3. Yoga Therapy Sessions: Individualized one-on-one yoga therapy sessions with certified therapist. $85 single session, $320 4-pack, $600 8-pack. In-person and online delivery.
4. Retail Boutique: 600 sq ft Crystal & Metaphysical Shop selling crystals, jewelry, yoga gear, apparel, books, candles, essential oils, and metaphysical items.
5. Workshops & Specialty Classes: Monthly specialized workshops including sound healing, reiki, meditation series, and outdoor events. Additional fees beyond regular class packages.
6. Gift Certificates: Digital and printed gift certificates available in any denomination for studio services.
7. OM Squad Corporate Yoga: Traveling yoga team providing on-site corporate yoga programs. Billed per session or package.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Up Dog Yoga Inc. operates two physical yoga studio locations in Rochester and Sterling Heights, Michigan, delivering in-studio and outdoor yoga classes across multiple styles and levels, a Yoga Alliance-certified teacher training school (RYT200 and RYT500), individualized yoga therapy, monthly workshops, the OM Squad corporate/outreach program, and a Crystal & Metaphysical Shop retail boutique. The company monetizes through class packs, unlimited memberships, teacher training tuition, therapy sessions, workshop fees, gift certificates, and retail product sales.

Product overview

Up Dog Yoga Inc. operates two yoga studio locations in Michigan (Rochester and Sterling Heights) as a service-based wellness business rather than a software product company. The core offering consists of in-studio and outdoor yoga classes at multiple skill levels, supplemented by specialized programs including Kids Yoga, Chair Yoga, Guided Meditation, and Yoga Therapy. The company runs a Yoga Alliance-certified Teacher Training school (RYT200/RYT500) at its Rochester location. Additional revenue streams include workshops on various wellness topics, the OM Squad traveling yoga outreach program serving Michigan organizations, a 600-square-foot Crystal & Metaphysical Shop retail boutique, private/semi-private sessions, and gift certificates. The studio also maintains an online video library for Michigan healthcare workers. MindBody Online serves as the booking and payment platform at both locations.

Differentiator

Problem solved

Functional benefit

Brands

• OM Squad: A traveling Yoga 2 Go team of certified yoga instructors providing yoga, meditation, and breathwork outreach for groups and organizations in Michigan, including businesses, schools, sports teams, churches, hospitals, and more.

Products and services

• In-Studio Yoga Classes Drop-in and registered in-studio yoga classes at Rochester and Sterling Heights locations covering Basic Yoga, Vinyasa, Ashtanga, Hot Vinyasa, Slow Flow, VinYin, Gentle Yoga, Gentle Yin, Yin, Candle Light Flow, Basic Backs, Slow Burn, and RestoraYin for beginner through advanced practitioners.
• Outdoor Yoga Seasonal outdoor yoga classes at Rochester Municipal Park, Stand-Up Paddle Board Yoga at Stony Creek Metro Park, Goat Yoga, Sunflower Yoga, and Apple Orchard Yoga at Westview Orchards.
• Chair Yoga Weekly gentle chair-based yoga session led by certified E-RYT500 instructor Carole Pompa, modified Hatha yoga practiced sitting or standing with chair support, incorporating pranayama breathing and meditation techniques, held Fridays at 11AM in Rochester.
• Kids Yoga Weekly Saturday kids yoga class for boys and girls ages 4 and up, including yoga poses, games, activities, mindful breathing, and quiet meditation, in a separate room while parents attend adult classes.
• Guided Meditation Weekly guided meditation session on Wednesdays at 7PM led by Jill, using various mindfulness meditation techniques in a casual, supportive group setting suitable for beginners, with meditation chairs, cushions, and blankets provided.
• Yoga Teacher Training (RYT200 / RYT500) State-licensed, Yoga Alliance-certified (RYS200, RYS300/500) 13-week RYT200 teacher training program offered twice yearly in Spring and Fall at the downtown Rochester location, covering Ashtanga, Basic Hatha, Viniyoga, Vinyasa, Slow Flow, Yin, Meditation, Pranayama, Chakras, and Nutrition. Tuition $2,900 with early bird discounts; includes free unlimited yoga access during training.
• Yoga Therapy with Tracy Flynn Individualized one-on-one yoga therapy sessions tailored to specific physical needs, limitations, or health challenges, delivered in-person at the Rochester studio or online via Zoom by Internationally Certified Yoga Therapist Tracy Flynn (C-IAYT, E-RYT 500), including personalized consultation, assessment, and goal plan.
• Workshops Monthly specialized workshops covering Yoga for Better Bones, Sound Healing, Reiki training, Ashtanga Yoga, Inversions, Chakra Balancing, RestoraYin, Drum Circles, Shamanic practices, and an introductory "Intro To Yoga" classroom series for beginners.
• OM Squad (Traveling Yoga Program) On-site traveling yoga outreach program bringing certified instructors directly to businesses, schools, sports teams, churches, hospitals, parks, shelters, and community organizations throughout Michigan for yoga, meditation, and breathwork sessions with portable mats and props.
• Crystal & Metaphysical Shop 600 sq ft retail boutique at the Rochester location offering crystals and gemstones, jewelry, pendulums, singing bowls, candles, incense, smudging supplies, therapeutic-grade essential oils, meditation cushions, statues, drums, yoga gear and apparel, tarot cards, and metaphysical books.
• Gift Certificates Gift certificates available in any dollar amount, redeemable for yoga classes, private yoga therapy, workshops, massage, energy healing therapy, sound healing therapy, and yoga gear, available for purchase online (emailed or printable) or in-studio.
• Private & Group Yoga Sessions Private yoga sessions starting at $85/hour for one-on-one instruction, or $100/hour for semi-private sessions (two people), with studio rental available for larger groups and custom instruction based on group interests.
• UpDog Yoga From Home (Online Video Library) Facebook-based video library of over 270 pre-recorded yoga classes, meditations, and mindfulness sessions with free access provided to Michigan hospital employees as an ongoing thank-you for healthcare workers.

Quantifiable outcome

• 99% of teacher training graduates would recommend the program to a friend
• +3 more outcomes

Named customers4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• The Float InstitutecoreStrategic or Co-development PartnerCo-located at Sterling Heights location. Provides zero gravity float tank therapy sessions to UpDog clients with discounts for teacher training students. Partnership offers integrated wellness experience combining yoga and float therapy.
• Leader Dogs For The BlindflagshipGTM or Marketing PartnerCharity partnership featuring Puppy Love Basic Yoga classes that have raised over $29,000 to date. Also provides free yoga classes for legally blind young adult campers during summer programs.
• Still Light Centre CanadaminorStrategic or Co-development PartnerAffiliate school relationship for yoga teacher training curriculum and certification alignment.
• Rochester Municipal ParkminorGTM or Marketing PartnerOutdoor yoga classes held at park pavilion (behind UpDog studio) twice monthly during summer season.
• Stony Creek Metro ParkminorGTM or Marketing PartnerSeasonal Stand-Up Paddle Board Yoga events held at Stony Creek Eastwood Beach during summer months.
• Westview OrchardsminorGTM or Marketing PartnerSeasonal outdoor yoga events including Goat Yoga, Sunflower Yoga, and Apple Orchard Yoga at orchard location.

Scale indicators9 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• hot8 yoga: Multi-location hot yoga chain offering heated power/vinyasa classes and unlimited memberships; comparable as a heated-yoga studio operator with similar subscription-style membership pricing.
• YogaWorks: Multi-location yoga studio chain historically offering memberships, teacher training (200/500-hour), workshops, and retail — highly comparable operating model across class programming, training programs, and integrated boutique.
• YogaFit: Yoga-focused training and education company offering 200-hour and continuing-education teacher training programs; directly comparable on the teacher-training / professional-development side of UpDog's business.
• CorePower Yoga: Large multi-location yoga studio chain offering heated vinyasa classes, memberships, and teacher training across the US; directly comparable as a multi-location consumer yoga brand with both classes and a 200-hour training program.
• Y7 Studio: Premium yoga studio brand offering heated flow classes, memberships, and branded retail; comparable as a contemporary consumer-facing yoga studio with premium pricing and lifestyle branding.
• Pure Yoga: Premium multi-location yoga studio chain offering diverse class styles, memberships, workshops, and teacher training; comparable as a higher-end yoga brand with integrated training and corporate programs.

Broad incumbents

• Life Time Fitness: Large national fitness club operator offering yoga classes alongside broader fitness amenities; comparable in that yoga is one segment within a larger wellness membership business targeting similar suburban consumers.
• Equinox: Premium national fitness club brand offering group yoga classes as part of a broader high-end wellness and fitness portfolio; comparable on premium pricing and suburban consumer targeting rather than yoga specialization.

Emerging players

• Gaia (Yoga Streaming): Subscription streaming service focused on yoga, meditation, and conscious living content; comparable as a digital alternative to in-studio yoga, including online teacher-training-adjacent content.
• Glo (streaming): Online yoga and meditation streaming platform offering on-demand classes from notable instructors; comparable as a digital complement/competitor to UpDog's in-studio class format, though distribution-only with no physical studios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/570681677137587
• Instagraminstagram.com/updogyogami
• LinkedInlinkedin.com/company/up-dog-yoga-inc.

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Up Dog Yoga Inc.