hejhej-mats

What hejhej-mats does

hejhej-mats (legal entity: hejhej GmbH) is a German consumer goods company founded in 2017 in Nuremberg that designs and sells closed-loop yoga mats and accessories. The flagship hejhej-mat is manufactured in a CO2-neutral facility in the Oberpfalz region from approximately 1.5 kg of recycled foam offcuts per mat, with a patented composition and production process granted in 2024. The product portfolio has expanded to eight lines (mat, mat XL, mat XXL, bag, strap, bolster, block, eye pillow, spray, pillow, blanket) plus bundles and B-WARE discount variants, with prices ranging from €24 for a B-WARE strap to €179 for the limited-edition XXL mat.

The company operates a direct-to-consumer model via a Shopify storefront, complemented by B2B channels including yoga studio partnerships, hotel and retreat amenity programs (including co-branded products with Melter Hotels and Moar Gut), corporate wellness bulk orders, and the Buy Local concept-store program across Europe. All products are designed for end-of-life recyclability or biodegradability, supported by a take-back program offering a 15% discount on the next order. The company is bootstrapped (founded via Startnext crowdfunding, no external investors), operates as a remote four-woman team (Sophie Zepnik, Anna Souvignier, Kenia Bohmeyer, Idoia Iriarte Gómara), and has received consecutive nominations for the German Sustainability Award (2024, 2025) and won the Süddeutsche Zeitung yoga mat test with a perfect sustainability score. Distribution spans 13+ European countries plus Sri Lanka and Japan through a partner network of hundreds of studios, hotels, and retailers.

Name

hejhej-mats

Legal name

hejhej GmbH

Website

https://hejhej-mats.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

hejhej-mats is a German direct-to-consumer and B2B brand that designs and sells closed-loop, recycled yoga mats and accessories, manufactured CO2-neutrally in Germany with a patented material composition. It serves individual yoga practitioners, studios, hotels, and corporate wellness programs across Europe and select Asian markets, operating as a bootstrapped four-person team.

Ownership category

akta.pro rank

Product category

Yoga Equipment

NAICS

Textile Bag and Canvas Mills (31491)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Biobased, Compostable & Low-Impact Material Innovation (Bio-polymers/Dope Dyeing) (IMAOAMAM)

akta.pro secondary industry

Repair, Refurbishment & Upcycling Services (Industrial Scale) (IMAOAMAK)

Keywords

• Sustainable yoga mats
• Recycled foam products
• Closed-loop manufacturing
• Yoga accessories
• German-made sports goods

Headquarters

HQ city

Nuremberg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales: One-time purchase revenue from yoga mats, yoga equipment (bolsters, blocks, straps, eye pillows, sprays), bundles, and gift cards. B-grade seconds sold at discounted prices. Refill products (e.g., husk refill, spray refill) drive repeat purchases. No subscription model; products are one-time purchases with a take-back/recycling incentive offering 15% discount on next order.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

hejhej-mats designs and sells recycled, closed-loop yoga mats and yoga accessories (blocks, bolsters, straps, bags, meditation pillows, blankets, eye pillows, cleaning spray) manufactured in Germany. Mats are made using a patented composition and production process that reuses recycled foam waste, and the company runs an integrated take-back program that collects used hejhej products and recycles them back into new mats.

Product overview

hejhej-mats is a sustainable yoga equipment company operating as a closed-loop circular economy model. The product portfolio centers on the hejhej-mat (the first closed-loop yoga mat made from recycled foam residues with patented composition), complemented by a comprehensive range of yoga equipment including hejhej-block, hejhej-bolster, hejhej-strap, hejhej-bag, hejhej-pillow, hejhej-eyepillow, hejhej-spray, and hejhej-blanket. Products are available in various sizes (mat XL, XXL) and configurations. The company offers multiple bundle options (hejhej-duo, hejhej-essentials, hejhej-props, hejhej-nowness) for complete yoga setups, as well as discounted B-WARE products with minor optical flaws. A gift voucher product is also available. All products are designed to be recyclable or biodegradable at end of life, and the company operates a take-back recycling system with 15% discount for returned products.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Approximately 1.5 kg of foam offcuts find new life in each hejhej-mat, reducing waste destined for landfill
• +3 more outcomes

Named customers6 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

Integration9 records

Feature3 records

Partnerships

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

• Original Feelings (Berlin)coreChannel Partner/ Reseller/ DistributorBerlin yoga studio featuring hejhej-mats for daily classes. Founded by Karlie, the studio focuses on exploring the full spectrum of emotions through yoga practice. Located at Gräfestraße 71, 10967 Berlin.
• TRIBE Yoga Base (Hamburg)coreChannel Partner/ Reseller/ DistributorHamburg studio combining yoga with a plant-based café. Sustainability implemented holistically in the studio. Two locations: Weidenstieg 17, 20259 Hamburg and Donnerstraße 20, 22763 Hamburg (since July 2021). Features hejhej-mats.
• Sweet Spot Studio (Graz, Austria)coreChannel Partner/ Reseller/ DistributorYoga studio in Graz combining Vinyasa, Katonah Yoga, HIIT, functional movement, Yin, and restorative practices. Equipped with hejhej-mats and hejhej-bolsters. Located at Sporgasse 2, 8010 Graz.
• Bewegungsgarage (Wieselburg, Austria)coreChannel Partner/ Reseller/ DistributorStudio combining modern sports science with yoga. Prehab is the new Rehab philosophy. Equipped with recycled hejhej-mats. Located at Am Bahnhof 8, 3250 Wieselburg.
• Casa Figuera (Mallorca, Spain)coreChannel Partner/ Reseller/ DistributorRetreat space on Mallorca for yoga, movement, and mindful moments. Uses hejhej-mats and hejhej-strap. Showcases hejhej as sustainable companion for yoga and conscious living.
• La Consciente (Barcelona, Spain)coreChannel Partner/ Reseller/ DistributorYoga shala in Barcelona offering yoga, sound healing, and Pilates. Equipped with hejhej-mats, hejhej-bolster, and hejhej-blocks. Features a café and gluten-free bakery on site.
• Friesen Apartments (Krummhörn Greetsiel, Germany)coreChannel Partner/ Reseller/ DistributorSpacious vacation homes in historic Geetsiel offering Nordic-inspired accommodation. Now equipped with complete hejhej-essentials bundle (mat, bolster, blocks, straps) for guests' yoga routines.
• Landhotel Voshövel (Schermbeck, Germany)coreChannel Partner/ Reseller/ DistributorStylish country hotel on the Lower Rhine combining tradition and modernity. Features Livingroom Spa with hejhej-mats for yoga classes. Family-run by the Klump family.
• Melter Hotels & Apartments (Nürnberg, Germany)flagshipOEM/ Whitelabel/ Licensing PartnerBoutique hotel in a heritage building in Nürnberg city center. Features co-branded hejhej-mats (melter x hejhej) in every room. Includes curated yoga sessions filmed at the hotel. Located at Königstraße 41, 90402 Nürnberg.
• Moar Gut (Großarl, Austria)flagshipOEM/ Whitelabel/ Licensing PartnerFamily nature resort in Großarl, Austria. Features co-branded hejhej-mats (moargut x hejhej) with unique branding. Luxury family vacation concept with yoga amenities.
• Hotel Bären (Mellau, Austria)coreChannel Partner/ Reseller/ DistributorEcohotel in the Bregenzerwald, Vorarlberg. Features co-branded hejhej-mats and hejhej-bolster. Combines regional craftsmanship with nature immersion.
• Earth Child Project (Cape Town, South Africa)coreOthersNon-profit organization integrating yoga and environmental education into school curricula in Cape Town townships. Also supports families during crises (e.g., COVID-19) with meals. Receives €1 donation per hejhej-mat sold.
• Dr. Günther Pfann Stiftung (Franken, Germany)coreOthersFoundation focused on biodiversity and natural habitat conservation in the Franken region near hejhej's home base. Receives donations per hejhej-bag and hejhej-bolster sold. Activities include tree planting, hedge planting, and wildflower meadow seeding.
• Sun & Co. / Kyoto Studio (Japan)minorChannel Partner/ Reseller/ DistributorInternational studio partnership; hejhej-mats are also available at a studio in Kyoto, Japan, extending the brand's geographic reach beyond Europe.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Liforme: UK-based premium yoga mat brand with strong sustainability and alignment-based product positioning. Directly comparable as a premium, design-led, sustainability-focused yoga equipment company competing for the same European yoga practitioner customer.
• Jade Yoga: US-based yoga mat maker using natural rubber from sustainable tree plantations, with a tree-planting program per mat sold. Directly comparable as a sustainability-led, single-material yoga mat brand with charitable environmental impact tied to product sales.
• Yoga Design Lab: Yoga mat and accessories brand using natural rubber and eco-friendly materials with distinctive design-led aesthetics. Comparable as a smaller, premium, sustainability-focused yoga equipment challenger with overlapping customer base.
• Yoloha: Sustainable yoga mat brand built around natural cork and rubber materials with eco-friendly positioning. Comparable as a smaller, premium, sustainability-driven yoga mat challenger targeting the same conscious-consumer segment.
• Hugger Mugger: Established US-based yoga equipment brand specializing in mats, bolsters, blocks, and straps. Comparable as a yoga equipment specialist serving both consumers and studios with a comparable prop and accessory product line.

Broad incumbents

• prAna: US-based lifestyle and yoga apparel brand with sustainability commitments (organic cotton, recycled fibers). Comparable as a sustainability-positioned yoga and wellness lifestyle brand competing in adjacent product categories.
• Manduka: Established US-based premium yoga brand with broad product portfolio (mats, props, apparel) and the PROlite and eKO lines emphasizing natural rubber sustainability. Comparable as a premium yoga equipment incumbent with sustainability positioning, though operating at much larger scale.
• Lululemon: Global yoga and athletic apparel leader with a growing yoga mat and accessories line. Comparable as the dominant incumbent that anchors the premium yoga equipment category and competes for the same aspirational yoga practitioner wallet share.
• Gaiam: Long-established US yoga, wellness, and lifestyle brand with a wide product range including yoga mats, blocks, and apparel. Comparable as a broad incumbent in yoga equipment retail, though less differentiated on sustainability than hejhej.

Emerging players

• B Yoga: Canadian sustainable yoga brand producing mats and accessories with an emphasis on natural and recycled materials. Comparable as a smaller, emerging, sustainability-led yoga brand with overlapping product offering and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hejhejmats
• Instagraminstagram.com/hejhej_mats
• LinkedInlinkedin.com/company/hejhej-mats

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 hejhej-mats