Yogahuset

What Yogahuset does

Yogahuset is a privately held Swedish Kundaliniyoga instruction business founded in 2004 and operated by Charlotte Åström, who holds KRI Level 1, Level 2, and Teacher Trainer certifications along with specialized pregnancy-yoga training from London and France. The company delivers in-person yoga courses primarily in Järna (with additional locations in Södertälje, Huddinge, Gustavsberg, and Uppsala, plus historical operations in Stockholm and Örebro and instructor training in Oslo), pregnancy-yoga courses, KRI-aligned teacher training, a 56-hour pregnancy-yoga instructor certification priced at 9,500 SEK plus VAT, and destination yoga retreats at Årby Castle (Sweden) and Castello di Valenzano in Tuscany, Italy, the latter priced at 4,200 SEK for a two-night double-room package.

The underlying "technology" is the KRI-standardized Kundaliniyoga methodology, including domain-specialized curricula such as Yoga for the Heart, Yoga for the Immune System, Yoga for the Hormone System, and Yoga for Stress Reduction, supplemented by a vegetarian/healthy-recipes blog and corporate wellness lectures delivered on commission. The company has no app, no public API, no AI or machine-learning components, and operates entirely through human-delivered instruction.

Yogahuset's business model is predominantly direct-to-consumer, with revenue from per-term course fees, per-retreat packages, and one-time certification tuition; corporate lectures on assignment basis and employer friskvårdsbidrag (wellness benefit) reimbursement provide secondary B2B and B2B2C flows. Marketing is content-led via the yogahuset.se blog and Facebook page, with bottom-of-funnel demand driven by partner-venue referrals and word-of-mouth. The company is bootstrapped, with no disclosed external funding, parent company, or institutional ownership.

Name

Yogahuset

Legal name

Yogahuset

Website

https://yogahuset.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Yogahuset is a bootstrapped Swedish Kundaliniyoga studio founded in 2004, offering in-person courses, pregnancy-yoga programs, KRI-aligned teacher training, a pregnancy-yoga instructor certification, and destination retreats in Sweden and Tuscany, serving individual consumers, expecting mothers, and yoga teachers.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Yoga Courses: Open enrollment yoga courses held regularly in Järna (Mondays, Thursdays, Fridays) and other locations. Revenue generated through course fees paid per term/course.
2. Teacher Training Programs: Kundaliniyoga teacher certification programs (Level 1, Level 2, KRI Teacher Trainer) and pregnancy yoga instructor courses generating certification-based revenue.
3. Yoga Retreats: Yoga retreats in Tuscany, Italy (Castello di Valenzano) and Sweden (Årby Castle, Uppsala) including accommodation, meals, yoga sessions, and excursions as all-inclusive packages.
4. Contract-Based Courses: Lectures and courses delivered on commission basis to organizations.
5. Pregnancy Yoga Courses: Courses specifically for expecting mothers covering pregnancy, childbirth preparation, and early parenthood.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Yogahuset is a Kundaliniyoga instruction company that delivers open Kundaliniyoga courses, pregnancy yoga courses, yoga retreats in Sweden and Italy, and KRI-aligned yoga teacher training and pregnancy yoga instructor certification programs. The founder Charlotte Åström personally teaches and runs the business, with courses offered at multiple Swedish locations (Järna, Södertälje, Huddinge, Gustavsberg, Uppsala) and retreats hosted at Årby Castle (Sweden) and Castello di Valenzano (Tuscany, Italy).

Product overview

Yogahuset is a Kundaliniyoga-focused wellness company founded in 2004, offering a portfolio of yoga services centered around Kundaliniyoga. The core offerings include open Kundaliniyoga courses in Järna, yoga retreats in Sweden (Årby Castle) and Italy (Tuscany at Castello di Valenzano), pregnancy yoga courses, yoga teacher training, and pregnancy yoga instructor training. The company, operated by founder Charlotte Åström, provides courses in Stockholm, Örebro, and Oslo. Additional offerings include private yoga sessions, customized corporate courses, and a food and health tips blog featuring vegetarian recipes. The product line is unified around Kundaliniyoga as the sole yoga methodology, with varying formats (courses, retreats, training) serving different customer segments.

Differentiator

Problem solved

Functional benefit

Products and services

• Kundaliniyoga Courses (Öppna yogakurser) Open enrollment Kundaliniyoga courses offered in Järna and other locations, including specialized variants such as 'Yoga for the Heart', 'Yoga for Better Immune System', 'Yoga for the Hormone System', and 'Yoga for Stress Reduction'. Designed for adults of various ages and physical conditions.
• Yoga Retreat Italy (Toscana) Multi-day yoga retreat in Tuscany, Italy at Castello di Valenzano combining Kundaliniyoga, hiking on pilgrimage paths, vegetarian meals, meditation, and excursions. Open to individual consumers seeking wellness travel.
• Yoga Retreat Sweden (Yogaretreat Sverige) Multi-day yoga retreats in Sweden at venues such as Årby Castle near Uppsala, combining Kundaliniyoga, meditation, vegetarian meals, and nature activities. Example package: 2-night weekend, 4,200 SEK including yoga sessions, double-room accommodation, and vegetarian meals (single-room supplement 950 SEK).
• Pregnancy Yoga Courses (Gravidyoga) Kundaliniyoga courses designed for pregnant women from week 14 onwards, covering breathing techniques, relaxation, and preparation for childbirth and early parenthood. Led by Cornelia (midwife and yoga instructor) and team.
• Pregnancy Yoga Instructor Training (Instruktör Gravidyoga) 56-hour instructor course (7 days) for certified yoga teachers and healthcare professionals to teach pregnancy yoga. Covers history, breathing techniques, meditation, and eating disorders in pregnancy. Priced at 9,500 SEK + 25% VAT (11,875 SEK total); includes course materials, audio files for home practice, and a written and oral examination.
• Yoga Teacher Training (Lärarutbildning Kundaliniyoga) KRI-aligned Kundaliniyoga teacher training program covering kriyas, chakras, ten bodies, and yogic wisdom. Includes Level 1, Level 2, and KRI Teacher Trainer certification pathways, with retreat components including sadhana and vegetarian food. Graduates qualify as Kundaliniyoga instructors across Sweden and Norway.
• Private Pregnancy Yoga Session One-on-one pregnancy yoga sessions with an experienced instructor, tailored to the individual's situation, including breathing tips, exercises, and home training guidance. Recommended 2–3 sessions for expecting mothers seeking personalized support.
• Assignments Courses (Kurser på uppdragsbasis) Customized Kundaliniyoga lectures and courses delivered on an assignment/commission basis to organizations and groups. Targets corporate wellness programs, community groups, and event organizers.

Quantifiable outcome

• Testimonials indicate reduced stress and improved childbirth experience
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Yogainstitutet (yogainstitutet.nu)coreStrategic or Co-development PartnerCollaboration between Yogahuset and Yogainstitutet for pregnancy yoga instructor training. Joint program development with shared instructors including Birgitta Hedman from Yogainstitutet (Kundaliniyoga professional KRI Teacher Trainer and certified pregnancy yoga instructor).
• ABF SödertäljeminorChannel Partner/ Reseller/ DistributorABF Södertälje serves as a venue and registration partner for pregnancy yoga courses in Södertälje. Contact: 08-554 424 30, Nedre Torekällgatan 7.
• Huddinges HjärtaminorChannel Partner/ Reseller/ DistributorHuddinges Hjärta in Karin Boyes backe 2-4, Huddinge centrum serves as venue partner for pregnancy yoga courses.
• Värmdö YogacentercoreChannel Partner/ Reseller/ DistributorVärmdö Yogacenter in Odelbergsväg 9 A, Gustavsberg serves as the main venue for pregnancy yoga instructor training programs. Partnership includes easy access from Slussen (20 min by bus).
• Årby CastleminorChannel Partner/ Reseller/ DistributorÅrby Castle (from 1653) near Uppsala serves as venue for yoga retreats. Located approximately 20 km northeast of Uppsala.
• Castello di ValenzanominorChannel Partner/ Reseller/ DistributorHistoric castle in Casentino, Tuscany serves as accommodation and venue for yoga retreats in Italy. Includes rooms, vegetarian meals, and excursion opportunities.
• Catherine Larson FranceschiminorOthersAmerican local guide who has lived in Italy for 40 years, serves as local guide for Tuscany retreats, knows the valley in detail, also a Kundaliniyoga teacher.
• Solveig KarlssonminorOthersCertified massage therapist and yoga instructor who provides Yinyoga sessions and Swedish classical massage services at retreats since 1997.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Yogobe: Sweden-based digital yoga platform offering online yoga classes and teacher training content. Comparable audience (Swedish yoga practitioners) with direct overlap on Kundalini and pregnancy yoga content, but delivered via subscription streaming rather than physical classes.
• Yogakällan: Swedish yoga studio and teacher training provider offering multi-style yoga courses and instructor certifications in Sweden. Comparable small-to-mid scale studio business serving similar Kundalini and Hatha audiences with similar teacher training model.
• Yogainstitutet: Swedish Kundaliniyoga teacher training institute and a listed partner of Yogahuset. Offers similar KRI-certified teacher training and pregnancy yoga instructor courses in the same Swedish market, with overlapping instructor pool (e.g., Birgitta Hedman).

Broad incumbents

• YogaWorks: Established multi-studio yoga operator offering teacher training, classes, and workshops. Comparable as a multi-format yoga business with teacher training at scale, but operates in the US market rather than Scandinavia.
• Friskis&Svettis: Swedish member-based fitness and recreation organization offering yoga among many other activities. Overlaps with Yogahuset on adult yoga instruction and friskvårdsbidrag eligibility, but is a broader, low-cost recreational fitness club rather than a specialist yoga provider.
• YogaFit: Large international yoga teacher training organization offering YTT and continuing education across multiple modalities. Comparable to Yogahuset's teacher training business but at global scale, across many styles, and primarily US-centric.
• SATS Group: Leading Nordic fitness chain with broad yoga class offerings across Sweden and Norway. Operates at much larger scale than Yogahuset, with a yoga program that overlaps in target customer (general adult population) but is part of a multi-discipline fitness portfolio.

Regional players

• YogaOne: Swedish yoga studio chain offering a range of yoga classes across multiple locations. Comparable in operating model (multi-location studio + courses) but with a broader style mix and lacking the pregnancy-yoga specialization that distinguishes Yogahuset.

Others

• Healing Holidays: Wellness retreat booking platform offering yoga and meditation retreats internationally, including Tuscany. Comparable to Yogahuset's Tuscany retreat product, but acts as a distributor/aggregator rather than an operator.
• BookYogaRetreats: Online marketplace for yoga and meditation retreats worldwide. Comparable to Yogahuset's retreat business in product category (yoga retreats in Italy and elsewhere) and customer segment (wellness travelers), but as a marketplace rather than direct operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Facebookfacebook.com/yogahuset
• LinkedInlinkedin.com/company/yogahuset

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 Yogahuset