The Villij Wellness Inc.

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.

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

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

• Yoga studio services
• Mat pilates classes
• Wellness retreat packages
• Private wellness events
• Women wellness community

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Intro Offer: Two-week unlimited trial for $55 targeting new clients to convert into long-term members.
4. 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.
5. Wellness Retreats: International wellness retreats (e.g., Vietnam 2027) with $500 deposit and installment payment plans. Includes accommodation, meals, spa treatments, activities, and transportation.
6. Gift Cards: Digital gift cards available in $50, $100, or custom amounts, valid for 1 year, redeemable for classes, workshops, and products.
7. Private Bookings: Customized wellness experiences for celebrations including birthdays and bachelorettes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• MomencecoreTechnology or IntegrationThird-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

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thevillij

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 The Villij Wellness Inc.