Souljourn Yoga

What Souljourn Yoga does

Souljourn Yoga is a privately held, founder-led experiential travel company that organizes multi-day yoga retreats combining daily practice, cultural immersion, and direct community service. The company is led by Dr. Jordan Ashley, who established the business around a thesis that combining yoga with purpose-driven travel delivers a more meaningful experience for participants while generating measurable social impact. Retreats are offered across multiple international destinations including Morocco, Peru, Nicaragua, Sri Lanka, and Taos, New Mexico, and are designed in partnership with locally based nonprofits focused on girls' education and women's empowerment (Association Amal, Sacred Valley Project, UP Nicaragua, Komera). Each retreat packages accommodation, meals, scheduled activities, and a tax-deductible donation to the partner nonprofit, with pricing for the Morocco 2026 retreat ranging from $2,975 to $3,850 per person depending on occupancy and early-bird status.

The company generates revenue through three primary streams: all-inclusive retreat fees, on-the-ground yoga teacher training programs designed to make yoga accessible across cultures, and tax-deductible donations collected via PayPal. There is no proprietary technology stack; the business operates on a Squarespace-based website for booking and information dissemination, with ground logistics handled in-country through partners such as Itran Travel (Morocco). Distribution is direct-to-consumer, supplemented by earned media coverage in Forbes, Financial Times, Yoga Journal, Women's Health, Marie Claire, Robb Report, and Observer, plus organic word-of-mouth from a recurring alumni community.

The customer base is composed entirely of individual consumers seeking wellness-focused travel with a social impact component. Acquisition relies on the company website, an email newsletter, press features, and testimonial-driven referrals. There are no disclosed funding rounds, no institutional investors, and no disclosed headcount, consistent with a small-scale, founder-operated business.

Name

Souljourn Yoga

Legal name

Souljourn Yoga

Website

https://souljournyoga.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Souljourn Yoga is a privately held, founder-led company that organizes multi-day international yoga retreats combining yoga practice, cultural immersion, and community service in partnership with nonprofits supporting girls' education. It sells all-inclusive retreat packages directly to individual consumers.

Ownership category

akta.pro rank

Product category

Yoga and Wellness Retreats

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB)

akta.pro secondary industries

Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

Keywords

• Yoga retreats
• Wellness travel
• Yoga teacher training
• Voluntourism experiences
• Community service travel

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Retreat Fees: The primary revenue stream comes from all-inclusive retreat packages that include accommodation, meals, activities, yoga instruction, and a tax-deductible donation to partnered nonprofits. Pricing varies by destination and accommodation type (sharing vs. single occupancy).
2. Teacher Training Programs: On-the-ground yoga teacher training programs that empower local communities to adapt yoga practices culturally, contributing to revenue while advancing the company's mission.
3. Donations: Tax-deductible donations are collected as part of retreat fees, with portions directed to partnered nonprofits supporting girls' education. Additional donations are accepted separately through PayPal.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Souljourn Yoga organizes international yoga and adventure retreats that combine daily yoga practice, cultural immersion, and charitable activity in support of girls' education. Each retreat partners with a local nonprofit in the destination country, and a portion of net profits from each retreat is donated to that organization. The company also runs a yoga teacher training program and accepts direct tax-deductible donations via PayPal.

Product overview

Souljourn Yoga operates as a unified retreat and wellness platform offering yoga and adventure travel experiences. The core product is the retreat experience (exemplified by the Morocco 2026 offering), which combines accommodation, meals, scheduled activities, and charitable donations. The company also provides a Teacher Training module that extends yoga education globally. The Morocco 2026 retreat is an 8-day/7-night journey featuring desert exploration, cultural immersion, and partnership with Association Amal for women's empowerment in Morocco. All retreats include yoga practice, guided activities, and donations to education-focused nonprofits.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Tax-deductible donations included in every retreat fee, with transparent tracking of impact

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Association AmalcoreStrategic or Co-development PartnerAssociation Amal is a Moroccan nonprofit focused on women's empowerment through vocational training. For the Morocco retreat, each participant's $200 donation directly supports Amal's programs, and retreat activities include a hands-on cooking class at the organization while learning about their impactful women's empowerment initiatives.
• Sacred Valley ProjectcoreStrategic or Co-development PartnerNonprofit organization supporting girls' education in Peru's Sacred Valley. Retreat participants have the opportunity to meet and interact with the girls receiving education support through this partnership.
• UP Nicaragua (Protecting Girls through Education)coreStrategic or Co-development PartnerNonprofit focused on protecting girls through education in Nicaragua. Retreat participants engage directly with the organization and the girls they support.
• KomeracoreStrategic or Co-development PartnerOrganization referenced in connection with 2019 on-the-ground yoga teacher training. Supports girls through education and mentorship programs.
• Itran TravelsupportingChannel Partner/ Reseller/ DistributorLocal Morocco-based travel partner providing ground logistics, private transfers, airport pickups, and curated travel experiences. Can arrange pre and post-retreat accommodations and extended travel itineraries for retreat guests at preferential rates.
• Caravan Serai Luxury Desert CampsupportingOthersLuxury desert accommodation partner in Merzouga, Morocco. Features elevated glamping tents with en-suite bathrooms and hot-water showers in a peaceful setting among the Erg Chebbi dunes.
• Riad SeraisupportingOthersBoutique hotel partner at the edge of the Erg Chebbi dunes in Merzouga, blending refined comfort with authentic Moroccan charm. Features outdoor spaces and swimming pool.
• Lodge Hara OasissupportingOthersSerene palm-fringed retreat in Agdz along the Draa Valley at the edge of the desert. Contemporary comfort blended with traditional kasbah architecture.
• Riad ToudasupportingOthersRiad accommodation in the heart of Marrakech's medina. Traditional Moroccan craftsmanship with soft, earthy tones and a serene interior courtyard.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Travel Yogi: Curates international yoga retreat trips combining travel, yoga, and cultural immersion — a near-direct comparable to Souljourn's destination retreat format and pricing tier.
• Wanderlust: Operates large-scale yoga-and-wellness festivals and retreats worldwide. Highly comparable event-driven, multi-destination yoga/wellness business model with similar premium positioning and lifestyle audience.

Emerging players

• BookRetreats: Online marketplace aggregating yoga and wellness retreats globally. Represents the emerging aggregator/channel model that could disintermediate small independent operators like Souljourn over time.

Broad incumbents

• Exhale: Boutique fitness, spa, and wellness brand offering retreats, studio classes, and on-site spa experiences. Comparable premium wellness audience and retreat programming, but rooted in a permanent-location spa/studio model rather than destination retreats.
• Kripalu Center for Yoga & Health: Largest yoga retreat and education center in the US, offering residential retreats, teacher training, and wellness programming. Overlaps heavily in retreat + yoga teacher training but operates from a fixed Berkshires campus at much larger scale.
• Intrepid Travel: Global adventure-tour operator with a dedicated 'Wellness' tour line combining travel with yoga and mindfulness. Comparable in international multi-destination travel format and ethical/community-tourism positioning.
• YogaWorks: Established yoga studio chain offering classes, teacher training, and retreats. Comparable on yoga instruction and teacher-training revenue streams, but anchored in a brick-and-mortar studio model with broader scale.

Others

• Yoga Journal: Flagship yoga media brand that publishes retreat roundups, including Souljourn features. Functions as both an editorial amplifier and a category-defining reference point for consumers evaluating retreat operators.
• Sacred Valley Project: Nonprofit partner of Souljourn in Peru supporting girls' education. Relevant as a peer ecosystem participant and beneficiary of Souljourn's donation model; comparable nonprofits anchor the supply side of the retreat value proposition.
• Mind Body Green (mbg): Wellness media and content platform covering retreats, yoga, and wellness travel. Functions as an adjacent channel and category shaper rather than a direct retreat operator, but its editorial coverage directly influences retreat purchase decisions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xmedium.com/authority-magazine/wellness-reimagined-dr-jordan-ashley-of-souljourn-yoga-foundation-on-5-things-that-should-be-done-cd52b5cb03a0
• LinkedInlinkedin.com/company/souljourn-yoga
• Facebookfacebook.com/SouljournYoga

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 Souljourn Yoga