Kehatunnetuse Fitness

What Kehatunnetuse Fitness does

Kehatunnetuse Fitness is an Estonian private fitness company (legal entity Teadlik Liikumine OÜ) founded by Anneliis Jaanus in 2017 and operating under the Kehatunnetuse Fitness brand. It delivers body-awareness-focused training built on a proprietary methodology that blends Pilates, yoga, Shindo, Laban movement analysis, and Feldenkrais. The company serves individual Estonian consumers through two complementary channels: a digital offering of pre-recorded video training packages and a physical studio in Pärnu opened in 2024.

The digital platform on kehatunnetus.ee delivers 80+ training videos in 30-45 minute sessions, packaged as time-limited access products (24-hour trial at €5, 10-day package at €12, 30-day full-access package at €24, and a specialized pregnancy program at €15/30 days). The technology stack is a standard e-commerce and video-streaming setup with user account management, payment processing via Montonio and Maksekeskus AS, and physical product shipping through Estonian parcel operators (Omniva, DPD, SmartPOST). The studio in Pärnu (Akadeemia 7, 3rd floor) provides in-person mat Pilates, reformer Pilates, aerial yoga (kiigujooga), and personal training, with capacity capped at 12 for group classes and 9 for aerial sessions.

Revenue is generated through a mix of one-off online subscriptions (pay-as-you-go time windows, not auto-renewing), single and multi-class studio cards (€12-€20 per session, 5x or 10x card packs valid 2 months), and physical hardware including yoga slings (€89), kiigujooga pose cards with QR-linked videos (€35.99), children's yoga cards (€26), and gift cards (€10-€45). Go-to-market is direct-to-consumer via the company's own e-commerce site, supplemented by the Stebby wellness marketplace, organic social (Facebook, Instagram), email lead magnets (free 25-minute video), and a private Facebook community group. The company remains bootstrapped with 1-10 employees and no external institutional funding.

Name

Kehatunnetuse Fitness

Legal name

Teadlik Liikumine OÜ

Website

https://kehatunnetus.ee

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Kehatunnetuse Fitness is an Estonian private fitness company offering body-awareness-focused Pilates, yoga, Shindo, and aerial yoga training via online video packages and a physical studio in Pärnu, serving individual Estonian consumers.

Ownership category

akta.pro rank

Product category

Pilates and Body Awareness Fitness Training

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

akta.pro industry

PRIMARYHSADACAI

Private 1:1 Yoga/Pilates & Small-Group Sessions

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYHSADACAB

Pilates Instruction (Mat & Reformer)

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYHSADACAH

Aerial Yoga & Specialty Yoga Modalities

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYHSADAAAM

Online/Remote Personal Training & Programming

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• Pilates training
• Online fitness videos
• Aerial yoga
• Body awareness training
• Mindful movement

Headquarters

HQ city

Pärnu

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Training Subscriptions: Time-limited access to pre-recorded video training packages. Packages range from 24-hour access (€5) to 30-day subscriptions (€24). One-time payments for defined access periods. Also available through Stebby platform.
2. Studio Classes: In-person mat Pilates, reformer Pilates, and aerial yoga classes at the Pärnu studio. Offered as single sessions, 5x cards, or 10x cards with validity of 2 months.
3. Physical Products: Sale of yoga slings (joogalina), aerial yoga card sets, yoga cards for children, and gift cards. Physical goods with optional parcel delivery within Estonia.
4. Gift Cards: Prepaid gift cards available in denominations of €10, €24, €40, and €45 for various services including single sessions, monthly packages, 5x aerial yoga, and aerial swing massage.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Kehatunnetuse Fitness sells time-limited online video training packages and in-person studio classes (mat Pilates, reformer Pilates, and aerial yoga) that combine Pilates, yoga, Shindo, Laban movement analysis, and Feldenkrais methodology for body awareness and mindful movement. The company also retails related physical products (yoga slings, aerial yoga pose cards with QR-linked videos, children's yoga cards) and gift cards through its own e-commerce site, the Stebby marketplace, and its Pärnu studio.

Product overview

Kehatunnetuse Fitness is a body-awareness-focused fitness company operating both online and from a physical studio in Pärnu, Estonia. Online offerings center on video-based training packages (30-Day Access, 10-Day Access, 24-Hour Access, and a Pregnancy Program) providing access to 80+ workout videos combining Pilates, yoga, Shindo, Laban movement analysis, and Feldenkrais methodology. Physical studio offerings include mat Pilates, reformer Pilates, and aerial yoga (kiigujooga) group classes and private sessions. Supporting products include aerial yoga swings (joogalina), aerial yoga pose cards with QR-code video tutorials, children's yoga cards, and gift vouchers. The company also offers Stebby as an alternative purchase channel for both online and in-studio services.

Differentiator

Problem solved

Functional benefit

Products and services

• 30-Day Online Training Package (Kehatunnetus 30-päevane ligipääs) 30-day access subscription granting entry to 10 foundational workout videos, unlimited access to 70 additional combined training videos, and the pregnancy training package; trainings are 30–45 minute sessions blending Pilates, yoga, Shindo, Laban movement analysis, and Feldenkrais methodology.
• 10-Day Online Starter Package (Kehatunnetuse 10-päevane ligipääs) Entry-level 10-day access to 10 body-awareness training videos introducing Pilates, yoga, Shindo, Laban movement analysis, and Feldenkrais methodology for new users.
• 24-Hour Online Starter Package (Kehatunnetuse algpakett 24h ligipääs) Short-term 24-hour access to 10 step-by-step workout videos designed as a trial or single-session body-awareness experience.
• Pregnancy Online Training Program (Kehatunnetuse rasedate programm) Prenatal online training package with 8 slow-paced workout videos covering breathing, touch-supported strength, spinal elongation, shoulder and pelvic floor exercises, Pilates moves, and balance work for expectant mothers.
• Kehatunnetuse Studio Classes (Stuudio rühmatreeningud & personaaltunnid) In-person group and private sessions at the Pärnu studio: Mat Pilates and aerial yoga (€12 single, 5x card €50, 10x card €90), Reformer Pilates (€20 single, 5x card €95, 10x card €180), and personal training (€45). Studio capacity: up to 12 for group classes and 9 for aerial yoga sessions; cards valid 2 months.
• Yoga Sling (Joogalina) 5-meter aerial yoga swing with 2 carabiners and extension straps, 900 kg load capacity, available in multiple colors for home-based aerial yoga practice. Priced at €89 with Estonian parcel-terminal delivery included.
• Aerial Yoga Cards (Kiigujooga kaardid) Set of 40 aerial yoga pose cards, each with a unique QR code linking to a video tutorial, designed for all ages to develop flexibility, strength, balance, and coordination using a home ceiling-mounted yoga swing. Priced at €35.99.
• Aerial Yoga Cards + Yoga Sling Bundle (Kiigujooga kaardid ja joogalina komplekt) Bundled package combining the 40 aerial yoga pose cards (each with QR code linking to a tutorial) with a 5-meter yoga sling with 2 carabiners and extension straps (900 kg load capacity) in the buyer's chosen color.
• Children's Yoga Cards 'Let's Play Yoga' (Joogakaardid lastele 'Mängime joogat') Yoga cards designed for children, offering a fun and interactive way to practice yoga at home. Priced at €26 with delivery available in Pärnu or by parcel machine (+€2.90).
• Gift Cards (Kinkekaart) Prepaid vouchers available as virtual or physical cards in denominations of €10 (single aerial yoga or body awareness session), €24 (monthly package), €40 (5x aerial yoga), and €45 (aerial swing massage).

Quantifiable outcome

• 80+ training videos available across packages
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• StebbyminorChannel Partner/ Reseller/ DistributorStebby is an Estonian fitness/wellness platform through which Kehatunnetuse Fitness training packages can be purchased. Customers buying through Stebby are asked to notify via email ([email protected]). The partnership provides additional distribution channel and marketplace visibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alo Moves: Premium online yoga, Pilates, and mind-body movement platform with a large video library. Comparable online video training subscription model with body-awareness and mindful movement focus.
• Pilates Anytime: Subscription-based online Pilates video library with a large catalog of mat and reformer classes. Directly comparable online delivery model and Pilates-focused content.
• Barre3: Boutique barre, Pilates, and yoga studio brand with online workouts. Comparable hybrid studio-plus-online business model and mindful-movement methodology.
• Solidcore: Boutique Pilates-focused studio chain offering reformer-based group workouts. Comparable small-group, equipment-based Pilates class model with premium positioning.
• Antigravity Fitness: Aerial yoga and aerial fitness brand offering classes and instructor training worldwide. Directly comparable to Kehatunnetuse's kiigujooga (aerial yoga) modality and studio offerings.
• SLT: Boutique fitness brand centered on Pilates-based strength training in small-group studio settings. Comparable premium, methodology-led positioning and small-group delivery model.
• Club Pilates: Largest Pilates studio franchise in the world, offering mat and reformer Pilates classes in small-group formats. Directly comparable business model and class structure to Kehatunnetuse's studio, though at vastly greater scale.

Broad incumbents

• Peloton: Large online fitness platform with a deep Pilates and yoga video library plus live classes. Comparable digital subscription model, though vastly broader in scope and scale.
• YogaWorks: Established multi-format yoga and Pilates studio chain plus online offerings. Comparable across yoga/Pilates instruction and digital content, but at significantly larger scale and broader audience.

Regional players

• One Pilates: Boutique Pilates studio operator in Greece with mat and reformer offerings. Comparable small-group studio delivery, though operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kehatunnetusefitness
• Instagraminstagram.com/kehatunnetusefitness

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 Kehatunnetuse Fitness