The Villij Wellness Inc.
The Villij Wellness Inc. is a Toronto-based, founder-owned yoga and mat Pilates studio founded in 2017, serving women of colour through beginner-friendly classes, tiered memberships, workshops, subsidized memberships, corporate wellness programs, Montreal pop-ups, and an annual international retreat in Vietnam.
- Company typePrivate
- Founded2017
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Villij Wellness Inc. does
The Villij Wellness Inc. is a Toronto-based, founder-owned wellness studio founded in 2017 by Kimberly Knight and Shanelle McKenzie, targeting women of colour with beginner-friendly yoga and mat Pilates classes, workshops, sound baths, neighbourhood walks, and private bookings. From 2022–2023 it operated a permanent studio at 5 Dickens St. (Unit 105) in Toronto's East End, following several years as a pop-up experience. The company monetizes through a tiered membership structure (Light $90/month, Balanced $140/month, Unlimited $200/month), a subsidized $60/month membership for women of colour with financial need, a $55 two-week intro offer, five- to twenty-class packs ($140–$460), digital gift cards, merchandise, a corporate/school wellness program, studio rentals via Peerspace, and signature women-only international retreats (Vietnam 2027).
The business is service-led rather than technology-led: scheduling, membership management, and gift-card e-commerce run on Momence, and retreat deposits and installments are processed through WeTravel. There are no proprietary technology platforms, APIs, or AI-driven features disclosed. GTM is community-led and event-driven, combining word-of-mouth and member testimonials (90% report positive well-being impact) with content marketing, social media, and PR coverage in The Globe and Mail, Refinery29, Vogue, and e-talk. In 2026 The Villij expanded geographically with summer pop-up classes in Montreal and announced its first multi-day international retreat in Hoi An, Vietnam for May 17–24, 2027.
The Villij Wellness Inc. firmographics
Firmographics- Name
- The Villij Wellness Inc.
- Legal name
- The Villij Wellness Inc.
- Website
- https://thevillij.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Villij Wellness Inc. is a Toronto-based, founder-owned yoga and mat Pilates studio founded in 2017, serving women of colour through beginner-friendly classes, tiered memberships, workshops, subsidized memberships, corporate wellness programs, Montreal pop-ups, and an annual international retreat in Vietnam.
- Ownership category
- akta.pro rank
The Villij Wellness Inc. industry classification
Industry- Product category
- Boutique Fitness and Wellness Studio Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Pilates Instruction (Mat & Reformer) (HSADACAB)
- akta.pro secondary industries
- Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Barre Classes (HSADABAG), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)
Keywords
Where The Villij Wellness Inc. is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
The Villij Wellness Inc. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Monthly Membership Subscriptions: Recurring monthly membership revenue from three tiers (Light, Balanced, Unlimited) providing access to yoga and mat Pilates classes. Includes member perks such as discounts on merchandise and exclusive events.
- Class Packs: One-time purchase class packs (5, 10, or 20 classes) with expiry dates ranging from 3-9 months. Provides flexibility for occasional attendees.
- Intro Offer: Two-week unlimited trial for $55 targeting new clients to convert into long-term members.
- Subsidized Membership: Financial-assistance membership at $60/month for women of colour with genuine financial need, limited to 4 classes/month for up to 3 months.
- Wellness Retreats: International wellness retreats (e.g., Vietnam 2027) with $500 deposit and installment payment plans. Includes accommodation, meals, spa treatments, activities, and transportation.
- Gift Cards: Digital gift cards available in $50, $100, or custom amounts, valid for 1 year, redeemable for classes, workshops, and products.
- Private Bookings: Customized wellness experiences for celebrations including birthdays and bachelorettes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Two Weeks Unlimited Intro |
| Subscription | Monthly | Light Membership - 4 classes/month |
| Subscription | Monthly | Balanced Membership - 8 classes/month |
| Subscription | Monthly | Unlimited Membership |
| Unit Pricing | Pay-as-you-go | 5 Class Pack |
| Unit Pricing | Pay-as-you-go | 10 Class Pack |
| Unit Pricing | Pay-as-you-go | 20 Class Pack |
| Subscription | Monthly | Subsidized Membership - 4 classes/month |
| Other | Pay-as-you-go | Gift Cards |
| Other | Multi-year contract | Vietnam Retreat 2027 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
The Villij Wellness Inc. product offering
Product offeringCore offering
The Villij is a movement and wellness studio offering beginner-friendly yoga and mat Pilates classes at its Toronto East End location, targeting women of colour. The studio supplements its core classes with workshops, special events, private bookings, an international wellness retreat, gift cards, and merchandise, monetizing through tiered monthly memberships, class packs, and one-time purchases.
Product overview
The Villij Wellness Inc. is a movement and wellness studio operating primarily in-person at its Toronto studio, with pop-up classes in Montreal and a signature annual retreat in Vietnam. The core offering consists of beginner-friendly yoga and mat Pilates classes, supplemented by workshops, special events, and private bookings. The company monetizes through tiered membership plans (Light, Balanced, Unlimited, and subsidized options), class packs and gift cards, and a merchandise shop. Additional services include wellness programs for organizations and studio rental. The product portfolio is managed via the Momence booking platform for class scheduling and ticketing, and WeTravel for retreat payment processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Yoga Classes Beginner-friendly yoga classes at The Villij's Toronto studio, designed to support and empower women of colour. Classes include Hatha-based and other yoga styles and are accessed via the Momence booking platform.
- Mat Pilates Classes Beginner-friendly mat Pilates sessions taught at a slow, accessible pace, covering proper alignment and core engagement with no prior experience required. Held at the Toronto studio and booked via Momence.
- Workshops & Special Events Wellness-focused workshops and community events including sound baths, Nourishing workshops, Villij Talks, Villij Walks neighbourhood crawls, and themed pop-up classes in cities like Montreal.
- Villij Retreat: Vietnam A week-long women-only wellness retreat in Hoi An, Vietnam featuring private pool villas, daily spa treatments, movement classes, guided local adventures, and all-inclusive dining. Includes a $500 deposit with three installment payments.
- Private Bookings Customized wellness experiences for private events such as birthdays and bachelorettes, tailored to the celebrating group's needs at The Villij's Toronto studio.
- Wellness Programs for Organizations Tailored movement, mindfulness, and wellness education programs delivered to organizations, schools, and community groups.
- Studio Rental The Villij studio space available for rental via Peerspace for external events and gatherings.
- Yoga Mat & Prop Rental Yoga mat and prop rental service for in-studio class attendees at The Villij's Toronto studio.
- Gift Cards E-gift cards available in $50, $100, and custom denominations, valid for 1 year and redeemable for classes, workshops, and products at The Villij.
- Studio Shop Online shop for studio merchandise including apparel and wellness products, with member discounts available on purchases.
Quantifiable outcome
- 100+ women of colour join classes every week
- +3 more outcomes
Companies that use The Villij Wellness Inc.
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
The Villij Wellness Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
The Villij Wellness Inc. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MomencecoreThird-party booking platform powering class scheduling, membership management, and event registration. Used for seamless online booking via website and mobile app integration.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
The Villij Wellness Inc. competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Villij Wellness Inc. social profiles
Digital presenceThe Villij Wellness Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Villij Wellness Inc. leadership team
Management profileNumber of profiles
Profiles2 records
The Villij Wellness Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Villij Wellness Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Villij Wellness Inc.
What does The Villij Wellness Inc. do?
The Villij is a movement and wellness studio offering beginner-friendly yoga and mat Pilates classes at its Toronto East End location, targeting women of colour. The studio supplements its core classes with workshops, special events, private bookings, an international wellness retreat, gift cards, and merchandise, monetizing through tiered monthly memberships, class packs, and one-time purchases.
Is The Villij Wellness Inc. a public or private company?
The Villij Wellness Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Villij Wellness Inc. founded?
The Villij Wellness Inc. was founded in 2017. It employs 1 to 10 people.
Where is The Villij Wellness Inc. based?
The Villij Wellness Inc. is headquartered in Toronto, Canada, in the North America region.
How does The Villij Wellness Inc. make money?
Seven revenue lines are on record. Monthly Membership Subscriptions are the primary driver. The others are class Packs, intro Offer, subsidized Membership, wellness Retreats, gift Cards and private Bookings.
Does The Villij Wellness Inc. have an API?
No public API is recorded for The Villij Wellness Inc..
What industry is The Villij Wellness Inc. in?
The Villij Wellness Inc.'s product category is Boutique Fitness and Wellness Studio Services. Its primary akta.pro industry code is HSADACAB, Pilates Instruction (Mat & Reformer), with a secondary code of EDALAIAE, Group Fitness, Personal Training & Wellness Coaching. Its NAICS code is 713940 and its SIC code is 7997.