Village Yoga Santa Cruz

What Village Yoga Santa Cruz does

Village Yoga Santa Cruz is an independently owned hot yoga studio operating a single physical location at 718 Soquel Avenue in Midtown Santa Cruz, California. Founded in 2001 by Amy and Sally (aka Salami) as the first hot yoga studio in Santa Cruz County, the company has operated continuously for over 24 years under the legal entity Village Yoga, LLC (California). It serves local Santa Cruz residents and visitors with heated classes — Original Hot 26, Vinyasa Flow, Hot 26 Fusion, and Pilates HIIT — alongside non-heated offerings including Slow Flow, VIN/YIN with Sound, Restorative with Sound, and donation-based Kirtan. The studio uses infrared heating and markets itself on community, cleanliness, and long-tenured, authentic teachers.

The business is built on a small, focused operating footprint: roughly 8 employees, one studio location, and a single end-customer segment of individual wellness seekers. The technology stack is intentionally lean — a third-party MarianaTek booking platform paired with a proprietary VY mobile app on iOS and Android for class reservations, account management, and an online member content library. There are no disclosed AI/ML capabilities, no external funding, no parent company, and no geographic expansion beyond the original Santa Cruz market.

Revenue mechanics combine recurring monthly memberships (auto-renewing), a $49 two-week intro special for new students, gift certificates, $2 mat/towel rentals, $10 late-cancel and $20 no-show administrative fees, and suggested $10–$25 donations for Kirtan. The studio recently discontinued its multi-use class pass in favor of a membership-led model. Customer acquisition is direct-to-consumer via walk-ins, the app/website, in-studio signage, organic social, email, and word-of-mouth in the local Santa Cruz community.

Name

Village Yoga Santa Cruz

Legal name

Village Yoga, LLC

Website

https://villageyogasantacruz.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Village Yoga Santa Cruz is an independently owned, single-location hot yoga studio founded in 2001 in Santa Cruz, California, serving local residents with heated and non-heated yoga, Pilates, and sound-healing classes via memberships, intro offers, and gift certificates.

Ownership category

akta.pro rank

Product category

Yoga Studio Services

NAICS

Fitness and Recreational Sports Centers (713940), 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

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA), Power Yoga & Athletic Yoga Conditioning (HSADACAG), Aerial Yoga & Specialty Yoga Modalities (HSADACAH)

Keywords

• Hot yoga classes
• Yoga studio services
• Pilates fitness classes
• Infrared yoga studio
• Wellness studio

Headquarters

HQ city

Santa Cruz

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Auto-renewing monthly memberships for unlimited or tiered class access. Memberships may be automatically renewed unless canceled per cancellation policy.
2. Class Packs: Prepaid packages of classes that can be shared with family or partners. Non-transferable with expiration dates.
3. Intro Special: One-time new student offer at $49 for two weeks of unlimited access to explore all class types and teachers.
4. Equipment Rentals: Mat and towel rentals at $2 each for students who do not bring their own equipment.
5. Late Cancel and No-Show Fees: $10 fee for cancellations made within 2 hours of class time, and $20 no-show fee.
6. Donations: Kirtan classes are donation-based with suggested $10-$25 contribution, with memberships no longer accepted for this class.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Village Yoga Santa Cruz operates a single physical yoga studio in Midtown Santa Cruz delivering heated and non-heated group yoga and Pilates classes to local residents and visitors. Core offerings include the Original Hot 26 series, Vinyasa Flow, Hot 26 Fusion, Pilates HIIT, Slow Flow, VIN/YIN with Sound, Restorative with Sound, and Kirtan, supported by an online booking platform, a proprietary VY mobile app, and an online member library. Revenue is generated through monthly memberships, class packs, an introductory offer for new students, equipment rentals, gift certificates, and donation-based classes.

Product overview

Village Yoga Santa Cruz is an independently owned hot yoga studio operating since 2001. The studio offers heated yoga classes including Hot 26, Vinyasa Flow, Hot 26 Fusion, and Pilates HIIT, as well as non-heated classes such as Slow Flow, VIN/YIN with Sound, Restorative with Sound, and Kirtan. The studio also provides a proprietary VY App for iOS and Android, an Online Library for members, and retail offerings including Intro Specials and Gift Certificates. The studio uses infrared heating technology and operates a digital booking platform for class scheduling and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot 26 (Original Hot Yoga) A signature 26-posture hot yoga series with 2 breathing exercises performed in a heated infrared room, accessible to all body types and fitness levels, aimed at restoring health, strength, and flexibility.
• Vinyasa Flow A heated flow class connecting breath and movement through sun salutations, arm balances, inversions, and core work, with music; each session offers a different sequence.
• Hot 26 Fusion A heated flow class that combines all 26 postures of the original Hot 26 series with added postures, sun salutations, and core work, accompanied by music.
• Pilates HIIT A high-energy, heated class combining cardio, core work, and full-body strengthening intended to complement other movement practices.
• Slow Flow A slower-paced flow class with longer holds designed to build strength and inner peace.
• VIN/YIN with Sound A 75-minute non-heated class combining a 30-minute Vinyasa flow followed by a 45-minute Yin practice, accompanied by a live musician; scheduled Fridays at 4:30pm.
• Restorative with Sound A deep relaxation class using props to support the body in longer-held poses, accompanied by a live musician; held on the third Sunday of each month at 6pm.
• Kirtan A heart-opening Bhakti Yoga practice of mantra chanting with a live musician and light stretches; donation-based with a suggested $10-$25 contribution and no yoga mat required.
• Gift Certificates Standalone gift certificates available for purchase that allow recipients to attend classes at the studio.

Quantifiable outcome

• Over 20 years serving the Santa Cruz community since 2001
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Y7 Studio: Music-themed heated yoga concept with multiple U.S. locations; competes for the same heated-yoga, music-driven, millennial demographic that Village Yoga targets with its Vinyasa Flow and Hot 26 Fusion classes.
• CorePower Yoga: National heated-yoga chain offering Hot 26-style and Vinyasa classes with memberships and proprietary app — directly comparable to Village Yoga's core offering but at vastly greater scale and geographic reach.
• Hot 8 Yoga: Multi-location heated yoga chain offering Power, Vinyasa, and Yin classes; directly comparable pricing tier, class variety, and community-oriented branding.
• Modo Yoga: Multi-studio hot yoga brand operating heated, accessible classes with a community-focused ethos and membership model that closely mirrors Village Yoga's value proposition.
• Bikram Yoga: Original branded hot 26-posture yoga franchise; the direct conceptual ancestor of Village Yoga's Hot 26 class with comparable heated-room instruction and membership pricing.
• Santa Cruz Power Yoga: Local Santa Cruz yoga studio offering power and flow yoga classes; competes head-to-head with Village Yoga for the same Santa Cruz County wellness customer.

Emerging players

• Alo Moves: Digital yoga and wellness content platform from Alo Yoga offering on-demand classes — partial overlap with Village Yoga's online library and a substitution risk for in-studio attendance.

Broad incumbents

• Life Time Fitness: Premium national fitness club operator with group yoga, Pilates, and heated classes bundled into a broader fitness membership — a broader incumbent competing for the same premium wellness consumer wallet.
• YogaWorks: Established multi-format yoga chain with broader geographic footprint and a wider menu (workshops, teacher training, retail) that overlaps with Village Yoga's general yoga and Pilates offerings.

Regional players

• Pacific Edge Climbing Gym + Yoga (Santa Cruz): Santa Cruz-based climbing and yoga operator offering yoga classes alongside fitness amenities; competing for the same local Santa Cruz wellness consumer with a multi-discipline format.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/village-yoga-santa-cruz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Village Yoga Santa Cruz