What Yoga Squad does

Yoga Squad is a founder-owned yoga and fitness studio founded by Caroline Martin in 2018, operating from a converted Victorian Mill at 48 Mill Gate on the banks of the River Trent in Newark, Nottinghamshire, United Kingdom. The single-site facility comprises three studios and ancillary spaces including a cafe and riverside terrace, and delivers a broad portfolio of group classes spanning Hot Yoga (infrared-heated to ~34°C), Aerial Yoga, Yin, Hatha, Vinyasa, Candlelight, Mat and Reformer Pilates, TRX suspension training, Body Balance, and Les Mills Barre, supplemented by 1-1 private instruction, workshops, and annual retreats. The studio employs 1-10 staff and positions itself primarily as a community hub for wellness and fitness seekers in Newark and the surrounding East Midlands (Nottingham, Lincoln), with beginner-friendly offerings and personalised instruction for injury recovery and technique refinement.

The company operates a direct-to-consumer, community-led go-to-market combining in-studio classes, live online classes via Zoom, a self-serve Video on Demand subscription at £20/month, native iOS and Android apps, and a free 30-minute studio tour for prospective members. All booking, membership management, payments, and email newsletter delivery run on the bsport.io SaaS platform (membership ID 2136), with no proprietary booking technology developed in-house. Marketing relies on organic social (Facebook, Instagram), SEO-optimised website pages targeting local search terms, introductory offers (3 classes for £20, Reformer intro at £30), seasonal promotions such as the Summer Unlimited Pass, and word-of-mouth referrals from the member community.

The revenue model is a hybrid of recurring subscriptions and one-time purchases. Monthly memberships are tiered at £45 (4 classes), £70 (8 classes), and £90 unlimited, with a 3-month minimum commitment and an annual pass at £900; Reformer-specific memberships run £130-£150 monthly and £1,300-£1,500 annually. Class passes (£15 single, £55 for 4, £96 for 8, £130 for 12), workshops (£25-£35), gift vouchers (£10-£100), merchandise including branded apparel and equipment, and 1-1 private classes round out the revenue streams. Distribution is domestic to the UK, with online and VoD channels extending global reach in principle but no disclosed international members or operations.

Name

Yoga Squad

Legal name

Yoga Squad

Website

https://yogasquad.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Yoga Squad is a founder-owned yoga and fitness studio in Newark, Nottinghamshire, offering group classes (Hot, Aerial, Yin, Hatha, Vinyasa, Reformer Pilates, TRX, Body Balance), 1-1 private tuition, workshops, retreats, and a £20/month Video on Demand subscription for individual wellness seekers in the East Midlands.

Ownership category

akta.pro rank

Product category

Yoga and Fitness Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Yoga Instruction (Hatha/Vinyasa/Flow) (HSADACAA)

akta.pro secondary industries

Aerial Yoga & Specialty Yoga Modalities (HSADACAH), Power Yoga & Athletic Yoga Conditioning (HSADACAG), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Yoga studio services
• Pilates classes
• Fitness memberships
• Wellness workshops
• Group fitness

Headquarters

HQ city

Newark

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Memberships: Recurring monthly subscriptions with tiered class access: Low (4 classes/month at £45), Medium (8 classes/month at £70), and Unlimited (unlimited classes at £90/month). All memberships include minimum 3-month commitment. Annual pass available at £900/year.
2. Class Passes: One-time and multi-class bundle passes: 1 class (£15), 4 classes (£55, 2 months validity), 8 classes (£96, 3 months), 12 classes (£130, 4 months). Intro offer: 3 classes for £20. Class of the Month: £5 single class.
3. Reformer Pilates Memberships: Reformer-specific monthly memberships: 4 classes (£130), 8 classes (£140), 12 classes (£150). Annual reformer memberships include unlimited Yoga Squad membership worth £90/month. Annual reformer passes at £1300-£1500.
4. Reformer Class Passes: Reformer class bundles: single class (£22), 4 classes (£66, 2 months), 8 classes (£120, 3 months), 12 classes (£168, 4 months). Reformer intro offer: 2 classes for £30.
5. Video on Demand Subscription: £20/month subscription for on-demand class library with weekly new additions. 50% off first month using code YS_VOD_50. Unlimited VoD access included in Unlimited monthly membership.
6. 1-1 and Private Classes: Personalised instruction for yoga, mat Pilates, reformer Pilates, TRX, aerial yoga, and Les Mills Barre. 60-minute sessions booked via inquiry form on the website. Supports injury recovery, fitness goals, and technique refinement.
7. Workshops and Events: Specialist workshops at £25-£35 per session (e.g., Summer Workshop Living The Intention £25, Hot Power Masterclass £25, Back to Basics £25, Float Away Sound Bath £35).
8. Gift Vouchers and Retail: Gift vouchers from £10-£100. Merchandise including hoodies (£30-£40), jumpers (£25), t-shirts and vests (£18), grip socks (£12.95), Liforme yoga mats (£110-£140), TRX equipment (£229.95), and cookbooks (£15-£25).
9. Retreats: Annual yoga retreats announced via newsletter. 2026 retreat details pending announcement.
10. Seasonal Promotions: Seasonal passes such as Summer Unlimited (6 weeks unlimited classes for £90, bringing up to 4 guests), driving short-term revenue spikes.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Yoga Squad operates a yoga and fitness studio in Newark, Nottinghamshire, delivering in-studio and live online group classes across yoga styles (Hot, Aerial, Yin, Hatha, Vinyasa, Candlelight), Mat and Reformer Pilates, TRX, and Body Balance, alongside 1-1 private sessions, specialist workshops, annual retreats, and a Video on Demand subscription. The studio sells class passes, tiered monthly memberships, gift vouchers, and branded apparel/equipment, with all bookings managed through the bsport.io platform.

Product overview

Yoga Squad is a yoga and fitness studio in Newark, Nottinghamshire, operating from a converted Victorian Mill on the banks of the River Trent. The studio offers a diverse portfolio of in-person and online fitness services organized around three pillars: group fitness classes, membership/subscription plans, and premium personalized services. Group classes include multiple yoga styles (Hot, Aerial, Yin, Hatha, Vinyasa, Candlelight), Pilates (Mat and Reformer), TRX, and Body Balance. The subscription offerings span Video on Demand (£20/month), Low/Medium/Unlimited monthly memberships (£45-£90/month), and Annual Passes (£900/year), with specialized Reformer Pilates memberships (£130-£150/month). Premium offerings include 1-1 private classes, workshops (masterclasses, sound baths), and annual retreats. The studio also retails branded merchandise including apparel and yoga equipment. The product portfolio is delivered through a booking platform (bsport) and integrated Zoom classes for virtual participation.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Classes In-studio and online yoga classes including Hot Yoga, Aerial Yoga, Yin Yoga, Hatha Yoga, Vinyasa Yoga, and Candlelight Yoga, delivered at multiple skill levels from beginner to advanced for individual practitioners in the East Midlands.
• Pilates Classes (Mat and Reformer) Mat-based Pilates classes focusing on core strengthening, posture, muscle tone, and back pain relief, plus Reformer Pilates using specialised reformer machines for Reformer Foundation and Reformer All Levels sessions. For individual practitioners seeking core strength and mobility.
• TRX Classes Suspension training classes using body weight and gravity to build strength, improve mobility, increase endurance, and develop core stability, for individual fitness seekers.
• Body Balance Classes Group classes combining elements of tai chi, yoga, and Pilates to improve mind-body connection, balance, and reduce stress, for individual practitioners.
• 1-1 and Private Classes 60-minute personalised instruction sessions for yoga, Mat Pilates, Reformer Pilates, TRX, Aerial Yoga, and Les Mills Barre, tailored to individual goals including strength, mobility, injury recovery, and flexibility.
• Workshops Periodic specialist workshops including Summer Workshop series, Hot Power Masterclass with guest instructors, Back to Basics beginner workshops, and Float Away Flying Sound Bath experiences, priced £25–£35 per session.
• Retreats In-person retreat experiences offering a relaxed space to reconnect with self and nature, deepening yoga practice and creating lasting memories for individual practitioners.
• Video on Demand Subscription Monthly subscription (£20/month, 50% off first month via code YS_VOD_50) granting access to a pre-recorded class library with weekly new content additions, plus live Zoom class recordings retained for 24 hours, for at-home practice.
• Class Passes and Memberships Tiered access to in-studio and online classes including Low (£45/month, 4 classes), Medium (£70/month, 8 classes), Unlimited (£90/month, unlimited classes), Annual Pass (£900/year), and flexible class bundles (1/4/8/12 class passes at £15–£130).
• Reformer Pilates Passes and Memberships Reformer Pilates-specific access including monthly memberships (£130/£140/£150 for 4/8/12 classes), annual memberships (£1,300–£1,500), and class bundles (1/4/8/12 classes at £22–£168), plus a £30 intro offer for 2 classes.
• Gift Vouchers Gift cards and vouchers in monetary amounts from £10 to £100, plus pre-set gift passes for 1 class at £12, redeemable against classes, memberships, and merchandise.
• Branded Merchandise Yoga Squad branded apparel and accessories including hoodies (£30–£40), jumpers (£25), t-shirts and vests (£18), grip socks (£12.95), Liforme yoga mats (£110–£140), TRX equipment (£229.95), and cookbooks (£15–£25).
• Studio Tour Consultation Free 30-minute studio tour and consultation for prospective members to discuss fitness goals, ask questions, and receive personalised class recommendations.

Quantifiable outcome

• Hot yoga reaches approximately 34°C using infrared heaters, providing deeper heat penetration into body tissues for improved circulation and muscle relaxation
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• bsport.iocoreTechnology or Integrationbsport.io provides the complete booking, membership management, and payment processing infrastructure for Yoga Squad. This includes the class timetable, online booking system, membership portal, and payment checkout for all class passes and memberships. The website's booking widgets and mobile app integration are powered by bsport. Membership ID 2136 identifies the studio on the bsport platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ten Health & Fitness: London-based multi-discipline fitness and therapy studio combining Pilates, Physio, personal training, and classes. Comparable to Yoga Squad's blend of group classes, 1-1 personal training, and Pilates, with a similar premium positioned offering.
• Hot Pod Yoga: UK-based hot yoga franchise with a heated-pod class format and unlimited monthly memberships. Comparable to Yoga Squad's Hot Yoga offering and infrared studio, with a similar sub-£100/month pricing model and a focus on accessible, beginner-friendly hot yoga.
• Barrecore: UK boutique barre and Pilates studio chain offering group classes, memberships, and teacher training. Comparable to Yoga Squad's Les Mills Barre and Reformer Pilates offerings, with a similar premium membership model.
• Another_Space: London boutique fitness studio offering yoga, Pilates, and barre classes with a strong design-led community brand. Comparable to Yoga Squad's multi-format, community-led positioning and digital subscription offering, though operating at a larger London scale.
• Psycle London: London boutique fitness studio combining multiple class formats (ride, yoga, barre, strength) under a single membership. Comparable to Yoga Squad's multi-format studio model and similar premium pricing tier, though at a larger London scale.
• Fierce Grace: UK hot yoga and fitness studio chain with infrared-heated studios and a multi-format class timetable. Closely comparable to Yoga Squad's infrared hot yoga and Pilates/TRX blend, with a similar community-oriented brand and tiered unlimited memberships.
• Core Pilates: UK Reformer Pilates studio operator with multiple locations and machine-based group and private classes. Direct peer on Yoga Squad's higher-priced Reformer Pilates product line, with comparable pricing tiers and intro offers.
• Move With Frame: London boutique fitness studio offering yoga, Pilates, HIIT, and barre classes with a strong digital and on-demand component. Comparable to Yoga Squad's hybrid in-studio + VoD model and multi-format positioning, though at a larger London scale.
• Triyoga: Multi-location UK yoga and Pilates studio chain offering group classes, memberships, teacher training, and workshops. Comparable because it operates the same multi-format yoga + Pilates studio model with tiered memberships and a strong community brand, but at a larger scale in London and other cities.

Broad incumbents

• F45 Training: Global fitness franchise offering functional group training classes in studio locations worldwide. Comparable to Yoga Squad's group class model and membership economics, but at significantly broader scale and a different training modality (HIIT rather than yoga/Pilates).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/YogaSquadUK
• Instagraminstagram.com/Yoga_Squad_UK
• LinkedInlinkedin.com/company/yoga-squad

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 Yoga Squad