the calm/cool collective

What the calm/cool collective does

The calm/cool collective is a privately held, founder-owned wellness company headquartered in Washington, DC, founded in 2020 by Shakeelah Sutton. It centers its offerings on BIPOC (Black, Indigenous, and People of Color) communities, delivering yoga, meditation, breathwork, and sound-healing experiences designed to stimulate the parasympathetic nervous system and reduce stress. The core service lines are Chill Yoga + Meditation Classes (incorporating Yin, Restorative, Slow Flow Vinyasa, and Yoga Nidra styles), Holistic Wellness Workshops, Custom + Corporate Wellness programs, and recurring event series (The Rest Sessions, The Sound Mind Sessions, The Summer Slow Down, Unfold: A Sound Bath Series, and the annual Yoga Kickback retreat). Geographic operations are concentrated in the Washington DC metro area, with online/virtual delivery via Zoom providing global reach for digital and remote offerings.

The product portfolio is delivered primarily through human-led in-person instruction at partner venues (Eaton Wellness, Ipade, Bluebird Sky Yoga) and via virtual sessions, with a packaged digital product (The Restbook, $17 downloadable guide) and physical goods (lavender eye pillows, Dream Journals) sold through a Shopify storefront on calmcool.co. The technology stack is commodity: Squarespace for the marketing site, Shopify for e-commerce, Eventbrite for ticketing, Zoom for virtual classes, and Google Analytics for web measurement. There are no proprietary software platforms, no AI/ML capabilities, and no patents or regulatory certifications disclosed.

The revenue model is diversified across four streams: ticketed in-person classes and workshops (transaction-fee structure via Eventbrite), corporate/private wellness engagements (professional services), one-time digital downloads such as The Restbook ($17 perpetual license), and hardware sales of branded wellness products. Marketing and distribution rely heavily on Instagram (@calmcoolco), email, and community word-of-mouth. The company has no disclosed outside funding, no parent organization, no M&A activity, and no leadership changes since founding — it is a bootstrapped micro-enterprise reliant on its founder's direct involvement.

Name

the calm/cool collective

Legal name

the calm/cool collective

Website

https://calmcool.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

the calm/cool collective is a Washington, DC-based, BIPOC-centered wellness company founded in 2020 by Shakeelah Sutton. It offers yoga classes, meditation workshops, corporate wellness programs, and ticketed events in the DC metro area and via online sessions, plus digital guides.

Ownership category

akta.pro rank

Product category

Yoga and Holistic Wellness Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

akta.pro secondary industries

Yoga Nidra & Deep Relaxation Practices (HSADAJAE), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Yoga classes
• Wellness workshops
• Corporate wellness
• Meditation services
• Holistic wellness

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. In-Person Classes and Workshops: Revenue from ticketed yoga and meditation classes, wellness workshops, and wellness events offered in community spaces throughout the Washington DC metro area and online.
2. Corporate Wellness Services: Private yoga and wellness sessions for individuals, groups, and corporate clients. Customized workplace wellness programs.
3. Digital Products: Sale of digital wellness guides such as The Restbook for $17 per download.
4. Product Sales: Sale of physical wellness products including lavender eye pillows and Dream Journals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

The calm/cool collective delivers BIPOC-centered yoga and meditation classes, holistic wellness workshops, and custom and corporate wellness programming across the Washington DC metro area and online. Offerings are intentionally designed to stimulate the parasympathetic nervous system and include restorative, Yin, Slow Flow Vinyasa, and Yoga Nidra styles, along with breathwork, sound baths, and journaling. The company also sells a digital mindfulness guide (The Restbook) and physical wellness merchandise such as lavender eye pillows and Dream Journals.

Product overview

The calm/cool collective is a BIPOC-centered wellness company offering a suite of holistic wellness services centered on yoga, meditation, breathwork, and sound healing. The core offerings consist of Chill Yoga + Meditation Classes (featuring Yin, Restorative, Slow Flow Vinyasa, and Yoga Nidra styles), Holistic Wellness Workshops incorporating various healing modalities, and Custom + Corporate Wellness programs for individuals and workplaces. The company also sells The Restbook, a downloadable mindfulness guide. Recurring event series include The Rest Sessions, The Sound Mind Sessions, The Summer Slow Down series, and the annual Yoga Kickback Retreat. All offerings are designed to stimulate the parasympathetic nervous system and create deep relaxation, with a focus on serving marginalized communities throughout the Washington DC metro area and online.

Differentiator

Problem solved

Functional benefit

Brands

• The Restbook: A digital guide providing weekly mindfulness practices to cultivate rest during the workweek, combining restorative yoga, guided meditations, and self-reflection questions.

Products and services

• Chill Yoga + Meditation Classes Accessible in-person and virtual yoga and meditation classes intentionally designed to slow practitioners down, tune in, and stimulate the parasympathetic nervous system for a deep relaxation response; offered to individuals in the Washington DC metro area and online.
• Holistic Wellness Workshops Community-based workshops incorporating movement, art, sound, herbal medicine, and flower therapy to reduce stress and explore mindfulness in an experiential format; offered to individuals in the DC metro area and online.
• Custom + Corporate Wellness Private yoga and wellness sessions tailored for individuals, small groups, events, and workplaces, with customized programs focused on boosting employee morale, productivity, and stress management; available in-person and virtually.
• The Restbook A $17 downloadable mindfulness guide offering weekly practices that combine restorative yoga, guided meditations, and self-reflection questions to help individuals cultivate rest during the workweek.
• Annual Yoga Kickback Retreat All-inclusive multi-day wellness retreat for BIPOC attendees seeking restoration through yoga, meditation, and community care; held annually, most recently in November 2024 in Afton, Virginia.
• Physical Wellness Products Physical wellness merchandise including lavender eye pillows and Dream Journals sold through the company's Shopify storefront alongside its wellness programming.

Quantifiable outcome

• Deep relaxation response in body and mind through parasympathetic nervous system stimulation
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• BIPOC Wellness PractitionerscoreStrategic or Co-development PartnerCollaborates with experienced BIPOC wellness practitioners and brands who share the mission of creating access to holistic wellness for communities of color. Practitioners include yoga teachers, breathwork facilitators, sound bath practitioners, and wellness coaches.
• March for MomscoreStrategic or Co-development PartnerPartnership with March for Moms for Black Maternal Health Week 2024 workshop on stress management strategies for Black mothers and birthing people.
• Local Businesses and VenuesminorChannel Partner/ Reseller/ DistributorHosts workshops and classes at partner venues including Ipade, Eaton Wellness, and Bluebird Sky Yoga studios in the Washington DC area.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yoga District: Multi-location yoga studio operator in Washington DC offering drop-in classes, workshops, and teacher trainings. Highly comparable as a DC-based community yoga brand competing for overlapping student demand, though without the BIPOC-centered positioning.
• Tranquil Space: Washington DC yoga and wellness studio with multiple locations, offering classes, workshops, and corporate wellness. Comparable as a DC-based yoga/wellness operator serving the same consumer and corporate buyer segments.
• HUE: BIPOC-centered wellness brand focused on creating inclusive spaces for yoga, breathwork, and meditation. Comparable as a niche wellness brand targeting the same underserved community, with similar modality mix.
• Bluebird Sky Yoga: Washington DC yoga studio offering a range of class styles. Directly comparable as a local DC yoga operator; notably, it is also an active venue partner of the calm/cool collective, evidencing direct operational overlap.

Emerging players

• Black Girl in Om: Digital media and community platform for BIPOC women focused on holistic wellness, self-care, and mindfulness. Comparable as a BIPOC-centered wellness brand, though distributed primarily via digital content rather than in-person classes.
• The Nap Ministry: Rest-focused wellness organization centering Black rest, sleep, and healing through workshops, talks, and digital content. Highly comparable thematically as a BIPOC-centered restorative wellness brand, but operates more as an educator/activist than a class provider.
• Alo Moves: Digital yoga and wellness content platform affiliated with Alo Yoga, offering on-demand classes and meditation. Comparable on yoga/meditation modality and digital product extension (akin to The Restbook), but purely digital rather than community-led.

Broad incumbents

• CorePower Yoga: National yoga studio chain with corporate wellness programs. Comparable on class-based yoga and corporate wellness offerings, but operates at scale across geographies versus the calm/cool collective's single-metro model.
• Headspace: Mass-market meditation and mental wellness app offering guided sessions, including corporate wellness B2B contracts. Comparable on the meditation and corporate-wellness revenue streams, though digital-first and broadly targeted rather than BIPOC-centered.
• Calm: Mass-market meditation, sleep, and wellness app with millions of subscribers. Comparable on the meditation/breathwork modality but operates as a scaled digital platform rather than an in-person community collective.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/calmcoolco
• LinkedInlinkedin.com/company/calmcoolco

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 the calm/cool collective