What Holding Space does

Holding Space is a privately held, founder-operated yoga and wellness studio (Holding Space MA LLC) based in Halifax, Massachusetts, founded in 2017 by Ellie Cushing. The company serves individual wellness seekers, families with children, corporate wellness clients, and private event hosts through three primary practice formats: live online classes streamed via Zoom, an on-demand video library, and in-person classes at The Backyard Studio at 24 Cross Street. Its product surface includes eight class formats (Whole Soul, Free Flow, Relax + Renew, Barre, FeetUp, Meditation, Roll + Release, BLEND), a Kids Yoga Program segmented into YogaBaby, YogaMini, and YogaKids, a Quartz Club annual self-care subscription ($495), multi-day wellness retreats in Maine ($1,200-$1,500 per attendee), private and corporate event services, monthly community programming (Book Club, Puzzle Club, Craft Club), and a Squarespace-hosted e-commerce Studio Shoppe for apparel and wellness merchandise.

The underlying technology stack is intentionally lean and built on third-party platforms rather than proprietary infrastructure: Zoom for live streaming, Momence for booking, payments, and class management, Squarespace for the website and e-commerce storefront, and standard email for customer communication. There is no proprietary software, no mobile application, no AI/ML features, and no disclosed API. The business relies on the founder's personal brand, instructor credentials (200-hour yogaspirit® training), and curated content rather than technology differentiation.

Holding Space generates revenue through seven streams: tiered recurring memberships ($22-$88/month, three-month minimum commitment), one-time class packs and drop-ins, retail merchandise sales, retreat bookings, Quartz Club annual subscriptions, private event fees ($120-$320 per group), and corporate wellness packages (with 25% deposit and four-week coordination). Pricing across tiers is straightforward subscription or unit-based; there is no enterprise SaaS pricing, no usage-based model, and no marketplace take-rate. GTM is community-led and direct, with the Momence booking platform, the company website, and word-of-mouth driving acquisition; there is no evidence of paid advertising, channel partnerships, or sales-team-driven B2B outbound. The business is independently owned with no disclosed external funding and operates exclusively from a single physical location with online distribution reaching Zoom users globally.

Name

Holding Space

Legal name

Holding Space MA LLC

Website

https://holdingspace.yoga

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Holding Space is a privately held yoga and wellness studio in Halifax, MA offering in-person, Zoom live, and on-demand classes, plus retreats, a Quartz Club subscription, kids yoga, corporate wellness, and a retail shop. It serves individual practitioners, families, corporate clients, and private event hosts.

Ownership category

akta.pro rank

Headquarters

HQ city

Halifax

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly memberships offering unlimited or limited online classes plus on-demand library access, with discounts on in-studio classes. Three-month commitment required.
2. Drop-in Classes and Class Packs: One-time purchases of individual classes or multi-class packs for online and in-studio sessions.
3. Retail Shop: E-commerce sales of yoga and wellness merchandise including apparel, oracle decks, books, journals, self-care products, gifts, and kids items.
4. Retreats: Multi-day retreat experiences including accommodations, meals, yoga, and activities. Maine retreats at $1,200-$1,500 per person.
5. Quartz Club Subscription: Annual membership program (2026-2027) providing quarterly self-care events, quarterly gift deliveries, and event access for $495 full enrollment.
6. Private Events: Customizable private yoga, spa, and wellness sessions priced from $120-$320 per event for groups up to 8-12 people.
7. Corporate Wellness Events: Corporate packages including treatments, yoga classes, and wellness gifts for team events, requiring 4-week coordination and 25% deposit.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

Holding Space is a community-focused yoga and wellness studio that sells in-person yoga, meditation, and barre classes at its Halifax, MA location (The Backyard Studio), live online classes streamed via Zoom, an on-demand video library, multi-day wellness retreats (e.g., Maine/Acadia), kids yoga programs, private and corporate event services, the Quartz Club annual self-care subscription, and a retail merchandise shop. The business is operated under the legal entity Holding Space MA LLC.

Product overview

Holding Space is a yoga and wellness studio offering a multi-format practice experience combining in-studio classes at their Backyard Studio in Halifax, MA with online live-streamed classes via Zoom and an on-demand video library. The company provides eight distinct class formats (Whole Soul, Free Flow, Relax + Renew, Barre, FeetUp, Meditation, Roll + Release, and BLEND), plus dedicated kids yoga programs (YogaBaby, YogaMini, YogaKids). Beyond regular classes, the business operates a retail Studio Shoppe selling apparel, oracle/tarot decks, books, journals, and wellness items, and offers retreat experiences (Maine Retreat at Acadia), the Quartz Club subscription membership, private events, corporate wellness packages, and community programming. Membership plans range from $22-88/month with tiered access to online classes and the on-demand library.

Differentiator

Problem solved

Functional benefit

Brands

• Quartz Club: A scheduled self-care subscription club offering quarterly events, classes, and thoughtful gifts delivered throughout the year. Includes beach yoga, restorative sessions, and community gatherings.
• Kids Yoga Program

Products and services

• Online Live Yoga Classes (Zoom) Live yoga classes streamed via Zoom that allow members to practice from home or any location with real-time instructor interaction. Available since 2020 as part of memberships, class packs, or drop-in purchases.
• On-Demand Video Library Pre-recorded yoga and meditation video library accessible anytime, allowing members to take classes at their own pace and schedule. Included with all membership tiers.
• In-Studio Yoga Classes In-person yoga, meditation, and barre classes held at The Backyard Studio located at 24 Cross Street in Halifax, MA, including formats such as Whole Soul, Free Flow, Relax + Renew, Barre, FeetUp, Meditation, Roll + Release, and BLEND.
• Kids Yoga Programs (YogaBaby, YogaMini, YogaKids) Age-appropriate yoga and mindfulness programming for children: YogaBaby (non-mobile babies 3+ months with gentle movement and music), YogaMini (toddlers and preschoolers with music and story), and YogaKids (ages 6-9 with poses, dance, stories, and song).
• Quartz Club Subscription Year-long self-care subscription offering quarterly events (e.g., beach yoga, workshops, spa nights) and quarterly curated gift deliveries. Full enrollment priced at $495 and Gifts-Only at $195.
• Maine Retreat (Acadia National Park) Multi-day wellness retreat at Acadia National Park including accommodations, meals, yoga, hiking, fire circle, and activities. Tiny Home option priced at $1,500 per person and Yurt Double option at $1,200 per person.
• Private Events Customizable private yoga, spa, and wellness sessions for groups up to 8-12 people, including Pamper (spa/yoga workshop, $280), Move (barre/yoga), Chill (yoga/Reiki), Flow (yoga flow/savasana), Party (kids yoga), Beach (outdoor yoga), Sweat (barre), FLIP (FeetUp workshop), and Sound (sound bath yoga, $320). Held at studio or within 15 miles of Halifax.
• Corporate Wellness Events B2B corporate wellness packages including yoga classes, mini reiki/massage treatments, and retail gift packages for team retreats and events. Requires 4-week coordination lead time and a 25% deposit. Delivered at client offices within 15 miles of Halifax, MA.
• Community Events (Book Club, Puzzle Club, Craft Club) Monthly community programming including Book Club, Puzzle Club, and Craft Club that builds engagement and organic referrals beyond standard class attendance.
• Studio Shoppe (Retail) Online store selling yoga and wellness merchandise including apparel, oracle/tarot decks, books, journals, stickers, pens, planners, self-care tools, kids items, and gifts. Free shipping on orders $111+; members receive a 10% discount.
• Membership Plans Four monthly membership tiers for online and on-demand access: Unlimited ($88/month for unlimited online classes and full on-demand library, 50% off in-studio), 8 Pack ($55/month for 8 online classes), 4 Pack ($33/month for 4 online classes), and On-Demand ($22/month for library access plus one free online class monthly). All tiers require a three-month commitment.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Glo: Established online yoga, pilates, and meditation platform with a large streaming library. Direct competitor for Holding Space's on-demand and live-streamed Zoom tier.
• Peloton: Connected fitness platform offering yoga classes alongside broader workout categories via app and hardware. Competes for the same discretionary wellness spend, particularly in online classes.
• Alo Moves: Subscription-based on-demand yoga and wellness platform from established activewear brand Alo. Direct competitor in the digital/on-demand library tier at $20+/mo.

Direct peers

• Y7 Studio: Boutique yoga studio chain with a strong community/brand identity, dark-heated classes, and membership pricing tiers. Closely mirrors Holding Space's boutique positioning and member experience.
• CorePower Yoga: Large US yoga studio chain offering in-studio, on-demand, and live-streamed classes with membership-based pricing. Most directly comparable scaled peer given its multi-format delivery and subscription model.
• Modo Yoga: Community-rooted yoga studio brand with multiple independently owned locations, teacher training programs, and class-based memberships. Comparable community-led GTM and wellness ecosystem.
• YogaWorks: Multi-location yoga studio chain offering in-studio classes, online streaming, and teacher training. Comparable in offering breadth but operates at larger scale than Holding Space.

Others

• ClassPass: Multi-studio fitness subscription aggregator that includes yoga studios in its network. Indirectly competitive as it can substitute for a single-studio membership for price-sensitive consumers.
• Mindbody: Booking and business management software for wellness studios. Adjacent as an infrastructure provider; Holding Space currently uses Momence rather than Mindbody, but Mindbody serves comparable studios.

Emerging players

• StretchLab: Boutique assisted-stretching and recovery franchise overlapping the broader wellness/wellbeing category. Competes for similar corporate wellness and individual wellness-seeker discretionary spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Holding Space