Senses - yoga med mere...

What Senses - yoga med mere... does

Senses is a privately held Copenhagen-based yoga and fitness studio operator that runs three owned locations in Vesterbro (Sommerstedgade 5-7), Nørrebro (Ryesgade 23), and Frederiksberg (Finsensvej 37F). The company offers a unified multi-discipline wellness platform combining yoga (Hatha, Vinyasa, Yin, Restorative, Kundalini, Urban Zen), Hot Yoga (at 37°C with multiple sub-formats including a Bikram-inspired 26 class), Reformer Pilates, Barre training, Cardio Core, and infrared sauna (Vesterbro-only, women-only). It also runs a 200-hour Yoga Alliance-aligned yoga teacher training programme delivered across nine weekend modules at the Vesterbro studio.

The business serves individual wellness seekers in the Copenhagen metropolitan area across personas ranging from beginners to dedicated practitioners, plus targeted segments such as pregnant women and women in menopause transition (via the Yin Yoga og Breathwork themed series). The go-to-market is digital-first with Instagram and Facebook organic reach, a Danish-language email newsletter, a content blog, SEO-optimised service pages, and in-studio information meetings for the teacher training programme. Distribution is exclusively direct-to-consumer through owned studios and the Senses webshop.

The revenue model combines monthly recurring memberships (covering unlimited classes across all three studios), prepaid class cards (Klippekort) usable at any Senses location, one-time fees for the 200-hour teacher training (DKK 25,000 summer early-bird, DKK 29,500 standard, excl. VAT), webshop sales of accessories (including reformer socks), and infrared sauna sessions. All class scheduling, booking, and member management run on the third-party Flexybox platform, with mobile booking available via Sport Solution apps on iOS and Android. The company is bootstrapped and wholly owned by founder Susan Søgaard, who previously co-founded and sold the Hard Work fitness chain (active since 1988); no external institutional investors, parent company, or subsidiaries are disclosed.

Name

Senses - yoga med mere...

Legal name

Senses

Website

https://senses.dk

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Senses is a privately held Copenhagen yoga and fitness studio operator running three owned locations (Vesterbro, Nørrebro, Frederiksberg) offering yoga, hot yoga, Reformer Pilates, Barre, Cardio Core, infrared sauna, and a 200-hour yoga teacher training programme to individual Copenhagen consumers under monthly memberships and class cards.

Ownership category

akta.pro rank

Product category

Yoga & Fitness Studio Services

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

akta.pro secondary industries

Guided Meditation Instruction (1:1 & Group) (HSADAJAA), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Mindfulness & Mental Wellbeing Experiences (Stress Management, Sleep Retreats, Coaching) (THAJAHAH)

Keywords

• Yoga studio services
• Hot yoga classes
• Reformer pilates training
• Barre fitness classes
• Yoga teacher training

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices3 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. Studio Memberships: Monthly recurring memberships providing access to yoga, reformer, barre, cardio core, and hot yoga classes across all three Copenhagen studios. Members can book classes via the Flexybox platform or dedicated mobile apps.
2. Class Cards (Klippekort): Prepaid class card system allowing members to attend individual classes. Cards can be used at all Senses studios and include options for specific class types.
3. Yoga Teacher Training Programmes: 200-hour yoga teacher training programme offered at Summer price of DKK 25,000 (excl. VAT) with regular price of DKK 29,500. Payment in instalments available. Includes manual, diploma, and 10 yoga classes. Modules held at Senses Vesterbro over approximately 9 months.
4. Webshop Sales: Online sales of memberships, class cards, yoga and training programmes, campaigns and events through the Senses webshop. Reformer socks and accessories also sold via reception.
5. Infrared Sauna Sessions: Infrared sauna sessions available exclusively at Senses Vesterbro, bookable via membership or class card. Sauna classes include guided meditation and aromatherapy.

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

Senses is a Copenhagen yoga and fitness studio chain offering yoga, hot yoga, Reformer Pilates, barre, and cardio core classes across three studio locations (Vesterbro, Nørrebro, Frederiksberg). In addition to class-based services, Senses sells monthly memberships, prepaid class cards (Klippekort), infrared sauna sessions, a 200-hour yoga teacher training programme, and intensive Reformer kickstart programmes. The company sells directly to individual consumers both in-studio and through its online webshop and mobile booking apps.

Product overview

Senses is a Copenhagen-based yoga and fitness studio chain offering a unified multi-discipline wellness platform. The core offering combines yoga (including Hot Yoga), Reformer Pilates, Barre training, and Cardio Core into a single membership structure. Additional services include infrared sauna facilities, a 200-hour yoga teacher training program, and intensive Reformer kickstart programs. The company operates three studios in Copenhagen (Vesterbro, Nørrebro, Frederiksberg) and maintains an online webshop for memberships, class cards, and course registrations. The product portfolio centers on holistic wellness combining physical training with mental well-being.

Differentiator

Problem solved

Functional benefit

Products and services

• Senses Yoga Multi-style yoga classes including Hatha, Vinyasa Flow, Yin, Restorative, Kundalini, Urban Zen, and Yoga Sculpt, ranging from gentle and restorative to intense and dynamic, delivered at Senses' Copenhagen studios for adult practitioners of all levels.
• Senses Hot Yoga Hot Yoga practised in 37-degree heated rooms at Senses studios, offering multiple class types including Hot Yoga, Hot Yoga: Flow, Hot Yoga: 26 (Bikram-inspired), Hot Yoga: Yang/Yin, Hot Yoga: Yin, Hot Yoga: Gentle, and Hot Yoga: Gentle Flow for adult members seeking cardiovascular and flexibility benefits.
• Senses Reformer Pilates Reformer machine-based training classes for strength, flexibility, endurance, and posture, offered at multiple Copenhagen locations with intro-level and intensive four-week kickstart options for adult members of all levels.
• Senses Barretræning Functional training inspired by ballet, yoga, and Pilates that uses a barre for balance while performing small strengthening movements with resistance bands and weights to build long, lean muscles and increased flexibility in adult members.
• Senses Cardio Core Cardiovascular floor and core strengthening classes integrated into the Senses schedule, allowing members to combine cardio workouts with yoga in the same studio environment.
• Senses Sauna Infrared sauna with calming music and aromatherapy, available exclusively at Senses Vesterbro, supporting detoxification, stress relief, muscle soreness recovery, and skin health for female members.
• Senses 200-timers yogalæreruddannelse 200-hour Yoga Alliance-aligned yoga teacher training programme spanning nine weekend modules over approximately nine months at Senses Vesterbro, covering asana, pranayama, meditation, anatomy, philosophy, and teaching methodology, priced at DKK 25,000 summer early-bird or DKK 29,500 standard, with manual, diploma, and 10 included yoga classes.
• Senses Kickstart / Reformerforløb Four-week intensive Reformer training programme with twice-weekly sessions, bonus yoga/barre/Cardio Core classes, dedicated instructors on a closed cohort, and motivation support, designed for adult members seeking accelerated Reformer results.
• Senses Webshop Online platform for purchasing memberships, class cards, yoga and training programmes, campaigns, and events across Senses Frederiksberg, Nørrebro, Vesterbro, and Education studios, with physical accessories such as reformer socks sold via reception.
• Senses Temaklasser (Themed Classes) Special themed classes such as Yin Yoga & Breathwork for women during menopause, varying by season and announced 14 days in advance, included in ongoing memberships when scheduled within membership hours or redeemable with a single class-card clip.

Quantifiable outcome

• Practitioners report improved body awareness, reduced back pain, and better sleep after regular practice
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Others

• Flexybox: Booking and member-management SaaS platform used by Senses for class scheduling and payments. Included as an enabling technology peer that powers much of Senses' self-serve member experience.

Broad incumbents

• CorePower Yoga: Large US yoga and fitness studio chain with subscription-based memberships and hot yoga focus. Comparable to Senses for membership-driven yoga + hot yoga studio model at multi-location scale.
• SATS: Nordic fitness chain with broad gym, group-class, and yoga offerings across Scandinavia. Directly relevant as a multi-format wellness competitor in the same region as Senses, though at significantly larger scale and breadth.
• YogaWorks: Multi-location yoga studio operator offering diverse class types and teacher training. Comparable to Senses for combining multi-style yoga studios with a teacher training programme under one brand.
• Fitness.dk: Large Danish fitness chain offering group classes and yoga at scale. Comparable as a domestic competitor to Senses within Copenhagen for group-class and yoga memberships, though with a far broader network.
• Pure Yoga: International yoga studio chain operating multiple premium studios. Comparable as a global reference point for a multi-discipline, premium-positioned yoga studio business model similar to Senses.

Direct peers

• Hot Yoga Copenhagen: Copenhagen hot yoga studio specialist. Directly comparable to Senses' Hot Yoga line as a same-city competitor for heat-based yoga practitioners.
• Reform Pilates Copenhagen: Copenhagen-based reformer Pilates studio operator. Directly comparable to Senses' Reformer offering as a local boutique competitor for the same reformer-class customer in Copenhagen.
• Yoga Nordic: Danish yoga studio brand with multiple Copenhagen locations. Directly comparable to Senses as a multi-location Danish yoga chain serving similar customers with similar class formats.

Emerging players

• Barry's (formerly Barry's Bootcamp): Global boutique fitness brand combining high-intensity cardio/strength with optional wellness content. Comparable to Senses' blended yoga-plus-cardio positioning as a reference for premium boutique multi-discipline fitness studios.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sensesyoga
• Instagraminstagram.com/sensesyoga
• LinkedInlinkedin.com/company/sensesyoga

Compliance1 record

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 Senses - yoga med mere...