The Yoga Sanctuary

What The Yoga Sanctuary does

Sanctuary (formerly The Yoga Sanctuary) is a privately held wellness studio and community platform operating from a single physical location on the third floor of Thornes Marketplace in downtown Northampton, Massachusetts. Founded in 2002 by Sara Rose Page and Tara, it was acquired by Lindsay and Jonathan Gregory in 2020 during the COVID-19 pandemic and rebranded to Sanctuary in 2023 to reflect an expanded scope beyond yoga into healing arts, bodywork, and transformative education. The studio operates as a collective of approximately 40 credentialed practitioners spanning yoga, Qi Gong, massage, Rolfing, Alexander Technique, reiki, sound healing, somatic breathwork, energy healing, doula services, and counseling, with roughly 20 practitioners regularly offering services through the studio. Service delivery is hybrid: in-studio classes and 1:1 healing sessions on-site, alongside virtual classes via Zoom and recorded teacher training content.

The business monetizes across five distinct revenue streams: (1) class registration managed through the Punchpass platform on a recurring/pass basis, (2) ad-hoc special programming and workshops (sound baths, Kirtan, postpartum series, professional development), (3) private lessons and healing arts services where practitioners manage their own client relationships and payment processing, (4) structured yoga immersion and teacher training programs (100/200/300-hour) delivered in partnership with Shraddha Yoga, and (5) sliding-scale hourly studio space rentals for independent healing arts practitioners. A distinctive operational feature is the structural commitment to channel 100% of profits to a financial accessibility and reparations scholarship program, operationalized through sliding-scale, pay-what-you-can, and self-serve scholarship pricing across all offerings.

The customer base is exclusively consumer and SMB: individuals seeking yoga, healing arts, and educational experiences, with explicit prioritization of BIPOC, queer, trans, and gender nonconforming individuals, trauma survivors, and those facing financial barriers. Distribution is direct-to-consumer through in-studio attendance, virtual participation, and the Punchpass registration layer. The studio has no app, no API, no proprietary technology stack, and no external funding — it is bootstrapped and independently operated. Marketing relies on blog content, email newsletters, organic social media, and the Community Spotlight Series, which provides monthly visibility partnerships with Western Massachusetts nonprofit organizations.

Name

The Yoga Sanctuary

Legal name

Sanctuary

Website

https://yoga-sanctuary.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Sanctuary (formerly The Yoga Sanctuary) is a single-location wellness studio in Northampton, MA operating as a collective of roughly 40 practitioners offering yoga, healing arts, and teacher training to individuals, with 100% of profits directed to a scholarship program.

Ownership category

akta.pro rank

Product category

Wellness Studio Services

NAICS

Offices of Other Health Practitioners (6213)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

akta.pro secondary industries

Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Wellness Retreat Centers (Yoga, Meditation & Mindfulness) (THAGAMAB), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI), Mindfulness & Mental Wellbeing Experiences (Stress Management, Sleep Retreats, Coaching) (THAJAHAH)

Keywords

• Yoga instruction services
• Wellness studio classes
• Healing arts services
• Yoga teacher training
• Mind-body wellness

Headquarters

HQ city

Northampton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Class Registration: Revenue from scheduled yoga and movement classes offered at various levels, both in-studio and online. Students register through Punchpass platform.
2. Special Programming & Workshops: Revenue from one-time and series events including workshops, sound baths, Kirtan sessions, postpartum yoga series, and other special programming.
3. Private Lessons & Healing Arts Services: Revenue from 1:1 services including bodywork, massage, energy healing, reiki, yoga therapy, and other healing arts. Practitioners manage their own scheduling and payment processing.
4. Yoga Immersion & Teacher Training: Revenue from 100-hour immersion, 200-hour teacher training, and 300-hour advanced teacher training programs offered in collaboration with Shraddha Yoga.
5. Studio Space Rental: Hourly rental model for healing arts practitioners to use private studio spaces for client sessions. Sliding-scale pricing based on hours used monthly.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sanctuary operates a wellness studio and community collective providing in-person and virtual yoga, Qi Gong, and movement classes, one-on-one healing arts services (massage, Rolfing, Alexander Technique, reiki, sound healing, energy work), workshops and special events (sound baths, Kirtan, prenatal/postpartum yoga), and certified yoga teacher training (100-hour immersion, 200-hour, and 300-hour programs). Services are delivered by a collective of approximately 40 independent practitioners from the studio at Thornes Marketplace in Northampton, MA, with sliding-scale and pay-what-you-can pricing and 100% of profits directed to a scholarship program.

Product overview

Sanctuary (formerly Yoga Sanctuary) is a wellness studio and community center offering a platform of integrated wellness services. The core offerings include weekly yoga and movement Classes, Private Lessons, Healing Arts services, Events & Series, and Yoga Immersion/Teacher Training programs. The studio operates as a collective of independent practitioners and is committed to financial accessibility through scholarship programs. The company rebranded from 'Yoga Sanctuary' to 'Sanctuary' to reflect its expanded scope beyond yoga to encompass broader healing arts and transformative education services.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Serving approximately 35 students in current Yoga Immersion & Teacher Training program
• +2 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core and major.

• Shraddha YogacoreStrategic or Co-development Partner · 1 October 2024Collaboration for Yoga Immersion and Teacher Training programs including 100-Hour Immersion, 200-Hour Teacher Training, and 300-Hour Teacher Training. Programs are led by Shraddha Yoga co-director Corinne Andrews. Hybrid and recorded options available with pay-from-your-heart pricing model.
• Thornes MarketplacecoreOthersHost location for Sanctuary's third-floor studio space in downtown Northampton. Historic marketplace building providing physical space for yoga classes, healing arts services, and community events.
• Community Spotlight Partner OrganizationsmajorGTM or Marketing PartnerMonth-long partnerships with local nonprofit organizations including CISA, Grow Food Northampton, It Takes a Village, Northampton Survival Center, Cancer Connection, and others. Sanctuary provides platform for mission visibility, hosts community events, and offers self-care retreats for nonprofit staff.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CorePower Yoga: National yoga studio chain with membership-based access to heated power yoga classes and teacher training. Comparable subscription-driven class model and teacher training pipeline, though differentiated by heated format and chain scale.
• YogaWorks: Multi-location yoga studio chain offering classes, teacher training, and workshops at scale. Comparable core offering (alignment-based and flow yoga, teacher training) but operates as a broad incumbent across many geographies rather than as a mission-driven single community studio.
• Y7 Studio: Multi-location yoga studio chain focused on candlelit, music-driven flow classes with membership-based access. Comparable membership model and studio experience but differentiated by hip-hop/ambient positioning and chain scale.

Others

• MINDBODY (ClassPass parent): SaaS platform for wellness business management including class scheduling and registration, used by many yoga studios. Comparable in enabling class registration and pass management (Sanctuary uses Punchpass, a similar SMB-focused platform), making it an infrastructure peer rather than a direct competitor.
• Punchpass: Class registration and pass management platform used by Sanctuary for scheduling and bookings. Comparable as the studio's enabling infrastructure for class sign-ups and scholarship pass management; not a content competitor but a software/ecosystem peer.
• Alo Yoga (Alo Moves): Yoga lifestyle brand and apparel company that also operates Alo Moves, a digital yoga and fitness platform. Adjacent to Sanctuary's yoga instruction category through digital content while primarily operating as a retail/lifestyle brand.

Regional players

• Omega Institute for Holistic Studies: Holistic education and retreat center in Rhinebeck, NY offering yoga, meditation, and wellness workshops plus teacher training. Comparable in yoga, meditation, and teacher training programming but operates as a residential retreat center rather than an urban community studio.

Emerging players

• Glo (formerly YogaGlo): Subscription-based digital yoga, meditation, and Pilates platform with on-demand classes from credentialed teachers. Comparable in yoga and meditation instruction content but competes via digital delivery rather than physical studio community.

Direct peers

• Kripalu Center for Yoga & Health: Nonprofit yoga, wellness, and holistic education center in Stockbridge, MA. Most directly comparable to Sanctuary given overlapping New England geography, yoga and healing arts offerings, teacher training programs, and similar mission-driven approach to wellness.
• Eastside Yoga: Independent yoga studio also located in Northampton, MA. Direct local competitor with similar class-based model, community orientation, and multi-style yoga offerings targeting the same Western Massachusetts customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sanctuary-noho

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 The Yoga Sanctuary