YUJ PARIS - Maison de pleine conscience

What YUJ PARIS - Maison de pleine conscience does

YUJ Paris, legally YUJ YOGA WITH STYLE SAS, is a French privately-held wellness operator founded by Hélène Duval and headquartered at 11 Rue Edmond Valentin in Paris's 7th arrondissement. The company runs an integrated yoga and Pilates ecosystem built around eight company-owned studios across premium Paris locations (Louvre, Alma, Champs-Élysées, Pigalle, Station F, Trocadéro, Wagram) and Boulogne-Billancourt, complemented by the YUJ Yoga+ subscription video-on-demand platform (€10/month or €100/year) for at-home practice. Its product portfolio also includes RYS/Qualiopi-certified teacher training (200h plus specialized modules), in-person and online wellness retreats, a curated resale program, gift cards, and corporate B2B services covering studio privatization, event mat rental, franchise opportunities, and custom capsule collaborations.

The company's revenue model is a hybrid of subscription recurring (YUJ Yoga+ digital subscriptions and unlimited studio subscriptions), unit-priced transactional revenue (course booklets valid 1-12 months, infra-yoga discovery offer at €60 for 3 classes, e-commerce apparel and accessories priced €15-€149), and professional services (teacher training programs, corporate events, franchise fees, capsule collaborations). Distribution combines DTC e-commerce via yujparis.com with worldwide shipping, third-party retail through BHV Marais, Galeries Lafayette, INTERSPORT, and a network of regional specialty resellers, alongside the eight physical studios themselves. Underlying technology is a conventional stack: web-based VOD, Mindbody for studio booking, Stripe for payments, BigBlue for order tracking, and Tidio for customer chat, with no proprietary AI/ML components.

Customer segmentation is primarily consumer: urban yoga and Pilates practitioners served across all experience levels, with secondary segments in corporate wellness clients, aspiring and certified yoga teachers (eligible for a 30% ambassador discount), and fashion/wellness brand partners for capsule collaborations. Marketing is multi-channel: Instagram organic social, newsletter, earned media across major French publications, brand collaborations, workshops and retreats, Trustpilot reviews, and the YUJ Yoga+ video platform itself. The value proposition emphasizes eco-responsibility (organic cotton, recycled polyester GRS-certified, 80% verticalized production) and a recurring social-good donation model (10% of profits donated periodically to charities such as Ruban Rose, Women's Foundation, and Restos du Coeur).

Name

YUJ PARIS - Maison de pleine conscience

Legal name

YUJ YOGA WITH STYLE SAS

Website

https://yuj.fr

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

YUJ Paris is a French wellness operator running eight yoga and Pilates studios across Paris and Boulogne-Billancourt, an eco-responsible apparel e-commerce line, the YUJ Yoga+ subscription video-on-demand platform, RYS-certified teacher training, wellness retreats, and B2B franchise and corporate services.

Ownership category

akta.pro rank

Product category

Yoga and Pilates Wellness Studio Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Corporate/Workplace Yoga & Pilates (HSADACAJ), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB)

Keywords

• Yoga studio services
• Pilates instruction
• Yoga apparel
• Wellness retreats
• Online yoga classes

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Apparel and Accessories Sales: E-commerce sales of yoga clothing, leggings, bras, accessories, yoga mats, and wellness products through yujparis.com with worldwide shipping.
2. Studio Classes and Memberships: In-studio yoga and Pilates classes sold through course unit booklets (1, 3, 6, 12 months) and unlimited subscriptions (annual or 3-month). Classes run 60 minutes with cancellation 12 hours prior.
3. YUJ Yoga+ Online Subscription: Monthly subscription at €10/month without commitment or annual subscription at €100/year with one-month free trial for new subscribers. Auto-renewal with cancellation anytime.
4. Teacher Training Programs: Yoga teacher training including 200h certification, specialized training for Pre & Post Natal (25h), Yin Yoga (50h), Arm Balance & Inversions (15h), and intensive summer camps.
5. Wellness Retreats: In-person wellness retreats including Saint-Raphaël (September 28 - October 1, 2026) at Hôtel Les Roches Rouges, and online seasonal retreats (summer, spring, winter).
6. B2B Services: Corporate wellness events, studio privatizations, yoga mat rentals for events, and franchise opportunities for opening YUJ Yoga Studios.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

YUJ Paris operates an integrated wellness ecosystem combining 8 physical yoga and Pilates studios across the Paris area (Louvre, Alma, Champs-Elysées, Pigalle, Station F, Trocadéro, Wagram, Boulogne-Billancourt), a video-on-demand subscription platform (YUJ Yoga+) for at-home practice, and an e-commerce store selling eco-responsible yoga apparel and accessories. The company also runs RYS-certified yoga teacher training programs, wellness retreats, a proprietary infratherapy yoga and Pilates concept (Infra Wellness Club), and B2B services including corporate wellness events, studio privatization, and franchise opportunities.

Product overview

YUJ PARIS operates a multi-channel wellness ecosystem combining 8 YUJ Yoga Studios across Paris (offering in-person yoga and Pilates classes including Infratherapy Yoga & Pilates), the YUJ Yoga+ subscription video-on-demand platform for at-home practice, and an e-commerce store selling eco-responsible yoga clothing and accessories. The company also provides yoga teacher training programs (RYS certified 200h), wellness retreats, an ambassador program for wellness professionals, and B2B services including reselling, franchising, and event management. All products emphasize sustainable materials including polyamide, organic cotton, recycled polyester, and modal, with 80% of clothing manufactured using verticalized production methods.

Differentiator

Problem solved

Functional benefit

Products and services

• YUJ Yoga Studios In-person yoga and Pilates studios operating at 8 locations across Paris (Louvre, Alma, Champs-Elysées, Pigalle, Station F, Trocadéro, Wagram) and Boulogne-Billancourt. Classes include vinyasa, hatha, yin, meditation, pranayama, and Pilates for all levels. Studios offer amenities including showers, lockers, and Weleda products.
• YUJ Yoga+ Online Platform Video-on-demand subscription platform offering yoga and Pilates classes accessible any time for all levels and styles including vinyasa, hatha, yin, meditation, pranayama, Pilates, plus targeted programs and challenges. Subscription at €10/month without commitment or €100/year with one-month free trial.
• YUJ Yoga Apparel and Accessories Eco-responsible yoga apparel and accessories including bras, leggings, tank tops, sweatshirts, jackets, shorts, socks, yoga mats, bricks, bolsters, and Palo Santo sticks. Made with polyamide (85% technical), organic cotton (40% lifestyle), recycled polyester GRS-certified (15% technical), and modal (10% lifestyle). Prices range from €15 to €149.
• Infratherapy Yoga & Pilates (Infra Wellness Club) Specialized studio offering combining infrared technology with yoga and Pilates practice for enhanced wellness. Discovery offer priced at €60 for 3 sessions.
• Yoga Teacher Training Programs RYS-certified yoga teacher training including 200h intensive Summer Camp (June-July 2026) and standard 200h Teacher Training (Sept 2026-Feb 2027). Specialized training includes Pre/Post Natal (25h), Yin Yoga (50h), and Arm Balance & Inversions (15h).
• YUJ Wellness Retreats Wellness stays combining signature yoga classes with complementary activities such as surf, paddle, and hiking. In-person retreat at Saint-Raphaël (Sept 28 - Oct 1, 2026) at Hôtel Les Roches Rouges. Also offers online seasonal retreats for summer, spring, and winter.
• YUJ Gift Cards Customizable gift cards allowing recipients to choose their own YUJ experience including classes, apparel, or subscriptions.
• YUJ Professional Area (B2B Services) B2B offerings including corporate wellness events, studio privatizations, yoga mat rentals for events, franchise opportunities for opening new YUJ Yoga Studios, reseller partnerships, and capsule collection collaborations with product customization (mats, bolsters, clothing).

Quantifiable outcome

• Eco-responsible materials: 85% polyamide for technical clothing, 40% organic cotton for lifestyle, 15% recycled polyester (GRS certified), 10% modal
• +2 more outcomes

Named customers6 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

Integration7 records

Feature2 records

Partnerships

26 partnerships are on record, tiered core and minor.

• Inès de la FressangecoreStrategic or Co-development Partner · 1 January 2024April 2024 collaboration for box set by Inès de la Fressange. Limited edition sports bag available only in the box set on theme of sport.
• Natural MojominorStrategic or Co-development Partner · 1 January 2022German brand of superfoods and cosmetics called on YUJ Paris to create exclusive collection consisting of yoga bra and leggings. Both brands place mindfulness at heart of values.
• DamartcoreStrategic or Co-development Partner · 1 January 20212021 collaboration on eco-responsible yoga capsule for fall/winter 2021-2022. Unisex equipment including t-shirts and yoga mats inspired by nature and outdoors.
• IKKScoreStrategic or Co-development Partner · 1 January 2020Two consecutive seasons (2020-2021) collaboration creating 'Yoga Rocks' collections of yoga clothing and accessories combining YUJ's technicality and ethical manufacturing with IKKS's rock DNA. Described as a real success.
• MedeneminorStrategic or Co-development Partner · 1 January 2020Collaboration on 'Ode to Wisdom' room fragrance launched March 15, 2020. Created as greeting of scented notes to find calm and serenity.
• PrintempscoreStrategic or Co-development Partner · 1 January 2020Micro-capsule in Green colors for Printemps brand renewal of visual identity. Innovative and creative capsule symbolizing values, commitments and heritage.
• Le Bon MarchéminorStrategic or Co-development Partner · 1 January 2020Creation of yoga mat in collaboration with Le Bon Marché for Pink October 2020.
• BHV MaraiscoreChannel Partner/ Reseller/ DistributorDepartment store reseller at 52 Rue de Rivoli, Paris.
• Galeries LafayettecoreChannel Partner/ Reseller/ DistributorDepartment store reseller at 40 Bd Haussmann, Paris.
• INTERSPORT Paris RépubliqueminorChannel Partner/ Reseller/ DistributorSports retailer reseller at 10 Pl. de la République, Paris.
• YULKAminorChannel Partner/ Reseller/ DistributorYoga studio reseller at 9 Main Street, Neauphle-le-Château (78).
• MAMAHOMminorChannel Partner/ Reseller/ DistributorConcept store reseller at 195 Chem. of the Spanish, La Crau.
• NYC YOGAminorChannel Partner/ Reseller/ DistributorYoga studio reseller at 13-15 Bd Joffre, Nancy.
• RANGE (Panoplie)minorChannel Partner/ Reseller/ DistributorReseller at 15 Rue Voltaire, Reims.
• SIDONIEminorChannel Partner/ Reseller/ DistributorReseller at 62 Rue des Écoles, Paris.
• NATIVESminorChannel Partner/ Reseller/ DistributorConcept store reseller at 6 Rue Laurent Fauchier, Aix en Provence.
• Beauty Brand PartnersminorChannel Partner/ Reseller/ DistributorCurated beauty brand partners featured in-store and online: OFA KARRI, MYBLEND, HYGÉE, CARRÉS SAUVAGES, ANATAE, LIGHTINDERM.
• Ruban RoseminorOthersOctober 2023: YUJ Paris donated 10% of profits to breast cancer awareness association.
• Women's FoundationminorOthersWomen's Day 2023: donated 10% of profits to women's rights foundation.
• Good Planet FoundationminorOthersSeptember 2022: donated 10% of profits from sales on Benefactors website.
• Repairs AssociationminorOthersBlack Friday 2021: donated 10% of profits to help young people leaving placement.
• Restos du CoeurminorOthersBlack Friday 2020: donated 10% of profits to fight food insecurity.
• Fondation des Hôpitaux de FranceminorOthersDuring 2020 lockdown: donated 10% of profits to support hospitals.
• CékeduBonheurminorOthers2021: created yoga mat with 25% of profits donated to association.
• Mécénat Chirurgie CardiaqueminorOthers2017: Yogis of the Heart event at Château de Versailles (750 people) raising funds for cardiac surgery for children.
• Paris Tout P'titsminorOthersChristmas Shopping event for families with young children at Galerie Bourbon (Paris XVI).

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Glo: Premium international yoga and Pilates VOD platform with thousands of classes and teacher roster; competes head-to-head with YUJ Yoga+ for digital subscribers.
• Alo Yoga: Premium yoga and lifestyle apparel brand with Alo Moves digital subscription and owned retail; operates an integrated apparel + digital + studio-class model closely paralleling YUJ's ecosystem.
• Sweaty Betty: Premium women's activewear and yoga apparel brand with a strong digital community and physical retail presence, directly comparable to YUJ's apparel + digital + community positioning.
• Yoga Searcher: French premium yoga apparel and lifestyle brand offering eco-responsible collections across Europe; the closest French-headquartered peer in the boutique yoga apparel category.
• Asana Rebel: Subscription-based digital yoga and fitness app with a freemium model; directly competes with YUJ Yoga+ for online yoga subscribers across Europe.

Broad incumbents

• Lululemon: Global premium yoga and athletic apparel incumbent with a vastly larger content platform (Lululemon Studio / Mirror) and retail footprint; competes with YUJ for the same eco-conscious premium yogi customer.
• YUJ Studio (vs. CorePower Yoga / YogaWorks): Multi-location urban yoga and Pilates studio chain (US-rooted) with digital offerings; comparable as a scaled multi-studio + digital peer, though primarily in the US market.

Regional players

• Le Tigre Yoga Club: French urban yoga studio brand with a strong Parisian and provincial footprint; comparable studio-based operating model even though it does not have YUJ's apparel vertical.

Others

• ClassPass: Aggregator/distribution layer for boutique fitness and yoga studios; relevant adjacent peer because YUJ's studios are accessible via ClassPass-style discovery and it sets pricing benchmarks for in-studio drop-in classes.

Emerging players

• Manduka: Premium yoga mat and accessories brand with sustainability positioning (e.g., recycled mats) and an ambassador network of teachers; comparable as a peer on the eco-responsible accessories side of YUJ's catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/YUJParis

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 YUJ PARIS - Maison de pleine conscience