Yoga Ground

What Yoga Ground does

Yoga Ground operates a single-location, purpose-built yoga studio in Grey Lynn, Auckland, New Zealand, founded in 2008 and acquired by owner-operator Kara Sweney in January 2016. The studio delivers group yoga classes across multiple disciplines including Hatha, Vinyasa, Yin, children's yoga, and somatic movement, supplemented by workshops, multi-week courses, private one-on-one sessions, and corporate wellness programs. As of 2025 it has also extended into Trauma-Sensitive Yoga delivered in partnership with clinical and counseling providers, including ACC-funded (Accident Compensation Corporation) referral pathways — positioning a portion of revenue within New Zealand's no-fault injury rehabilitation channel.

The business runs on a multi-format pricing architecture: casual drop-ins at NZD $30, 10-class passes at NZD $200 ($20/class effective), multi-week course bundles at NZD $129-$169, private sessions at NZD $120/hr, and venue hire at NZD $45-$65/hr to third-party instructors and event organizers. Additional revenue lines include gift vouchers, retail merchandise, and corporate contracts. Booking and payment operations are supported by the third-party Mindbody SaaS platform. The studio employs approximately 6 staff and serves a predominantly local Grey Lynn / central Auckland catchment of individual consumers, with a growing share of clinical and corporate referrals.

The operating model is asset-heavy in physical infrastructure (a purpose-built ~110 sqm studio) but asset-light in distribution, relying on community word-of-mouth, instructor reputation, and direct digital channels rather than paid acquisition at scale. Revenue is diversified across retail consumer memberships/passes, course enrollments, private sessions, corporate programming, venue hire, and the emerging clinical referral channel — providing modest revenue resilience but no single high-margin anchor. The company is privately held with no disclosed funding events; capital intensity is low and growth to date has been organic and product-led rather than via expansion of physical footprint.

Name

Yoga Ground

Legal name

Yoga Ground (North Island) Ltd.

Website

https://yogaground.co.nz

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Yoga Ground is a single-location, purpose-built yoga studio in Grey Lynn, Auckland, offering group classes, workshops, courses, private sessions, corporate programs, and venue hire. It serves local individual consumers, with a growing clinical referral channel via ACC-funded Trauma-Sensitive Yoga partnerships.

Ownership category

akta.pro rank

Product category

Yoga & Wellness Studio

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

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

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Restorative Yoga, Yin Yoga & Yoga Nidra (HSADACAF), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

Keywords

• Yoga studio services
• Group yoga classes
• Corporate wellness programs
• Somatic movement courses
• Private yoga sessions

Headquarters

HQ city

Grey Lynn, Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Passes and Memberships: The studio sells single class passes, multi-class passes (5-class, 10-class), and unlimited yoga memberships. Memberships require a minimum 3-month commitment with auto-pay. Passes and memberships exclude courses, workshops, events, and special classes.
2. Courses and Workshops: Beginner yoga courses (4-week and 6-week formats), somatic movement courses, and specialty workshops generate additional revenue. Course prices range from $129-$169 for multi-week courses.
3. Private Classes: 1:1 private yoga sessions at $120 per hour. Group private sessions available at special pricing.
4. Corporate Classes: Yoga Ground offers workplace yoga programs where instructors travel to businesses. Pricing and terms customized based on client needs.
5. Venue Hire: Private groups can hire the studio space for workshops and events. Rates vary from $45-65/hr+GST depending on frequency and whether it's first-time or subsequent hire.
6. Gift Vouchers: Digital gift cards and vouchers available for purchase, including casual class ($30) and 10-class pass ($200) options, plus custom amounts.
7. Merchandise: YG Merchandise available through external e-commerce link (yogaground.ezymerch.co.nz).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Yoga Ground operates a single physical yoga studio in Grey Lynn, Auckland, delivering in-person yoga classes across ten styles, multi-week beginner and somatic movement courses, private 1:1 sessions, corporate workplace yoga, specialty workshops/events, and venue hire. All class bookings and pass management are handled through the Mindbody platform, while the studio also offers a recurring unlimited-class membership and gift vouchers.

Product overview

Yoga Ground is a yoga studio offering a unified service portfolio centered around in-studio yoga classes and wellness programs. The core offering comprises regular scheduled yoga classes across multiple styles (Hatha, Vinyasa, Yin, Yin Yang, Somatic Flow, Hansa Flow, Restorative, and YG Strength), complemented by structured educational programs including 4-6 week beginner yoga courses and Somatic Movement courses. Additional services include 1:1 private yoga sessions, corporate yoga programs, venue hire, and workshops/events such as cacao ceremonies, sound journeys, and specialty masterclasses. The studio sells various class passes (single, multi-class) and unlimited membership options, along with gift vouchers. All offerings are accessible through an integrated MindBody booking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Classes
• 4-Week Yoga Foundations Course
• 6-Week Yoga Foundations Course
• Somatic Movement Courses
• Private 1:1 Yoga Sessions
• Corporate Yoga Programs
• Studio Venue Hire
• Workshops and Specialty Events
• YG Merchandise

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Jessica Dziwulska / Brighter LifeminorOthers · 29 July 2025Jessica Dziwulska from Brighter Life (www.brighterlife.nz) brings ACC-funded Trauma-Sensitive Yoga groups to Yoga Ground. These 8-week courses support people living with trauma using body-based healing approaches. Open to ACC Sensitive Claim holders with occasional spots for self-funding clients.
• Amy Benjamin / Amy Benjamin CounsellingminorOthers · 29 July 2025Amy Benjamin (www.amybenjamincounselling.co.nz) co-facilitates ACC-funded Trauma-Sensitive Yoga programs at Yoga Ground, combining talk-based therapies with mindful movement practices for holistic healing.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• CorePower Yoga: Large US yoga and fitness chain combining heated yoga with strength training; comparable as a studio operator with a recurring membership model, but at substantially greater scale.
• F45 Training: Global functional training franchise headquartered in Australia with strong NZ presence; competes for the same Auckland fitness-and-wellness consumer wallet with a different but adjacent modality.
• YogaWorks: Multi-location yoga studio chain in the US offering group classes, teacher training, and digital content; comparable in core offering but operates at significantly larger scale and broader geographic footprint.
• Les Mills: New Zealand-headquartered global fitness brand offering group exercise programming and club partnerships; comparable as a NZ-based group fitness incumbent with overlapping health-and-wellness programming.

Direct peers

• Hot Yoga Auckland: Auckland-based hot yoga studio where Yoga Ground teacher Jess Atkinson completed her 200hr training; competes in the same Auckland yoga market with a focused hot-yoga modality.
• Power Living: Australia/NZ yoga brand offering teacher training (Power Living 200hr, which Yoga Ground's owner and several teachers completed) and multi-location yoga classes; directly comparable in modality, target customer, and pricing tier.
• Ashram Yoga: Yoga school offering teacher training including 100hr programs referenced by Yoga Ground's owner; comparable as a yoga instruction brand with similar style offerings and teacher-training angle.
• Kawai Purapura: NZ yoga centre offering retreats, classes, and 200hr teacher training (where Yoga Ground teacher Clare Roberts trained); comparable in offering yoga classes plus teacher education in the NZ market.
• Urban Ashram: Auckland yoga studio previously owned by Yoga Ground teacher Nikki Ralston for 9 years; directly comparable as an Auckland-based yoga studio serving a similar local consumer market.

Others

• Mindbody: Yoga Ground's underlying booking and payment platform; included as a key enabling technology provider rather than a competitor, central to the studio's day-to-day operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/yoga-ground

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Yoga Ground