Company profile summary

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The company is a pre‑launch U.S. wellness service delivering fully personalized, live online yoga directly to clients’ homes via an intuitive interactive platform.

Certified instructors conduct an initial assessment and then guide real‑time adjustments tailored to goals such as relaxation, energy, flexibility, or performance—removing commute friction and fitting 20–45‑minute windows in the day.

Founded by Gabriel Joubert (yoga mastery; strong pedagogy), the model is capital‑light, convenience‑led, and designed for retention through bespoke programs.

Why fund it: The U.S. serviceable market for online yoga is estimated at $0.9–$1.4B in 2025, supported by durable hybrid work and broad yoga participation. The operating plan scales instructor supply to demand; for example, 100 certified instructors × 20 sessions/week × 48 weeks ≈ 96,000 live sessions/year. At an average realized $45/session, base revenue capacity is ~ $4.3M before corporate upsell. Over 3–5 years, the target is 0.3%–0.6% U.S. SAM capture (~$3–$8M ARR). Key risks (peak‑hour instructor availability) are mitigated via staged onboarding across time zones and small‑group formats.

Market study summary

Online yoga is a growing niche: ~$4.71B globally in 2025, projected to ~ $10B by 2035 (CAGR ~7.8%). In the U.S., virtual fitness overall is ~ $7.5B (2024).

Demand depth is validated by 16.9% of U.S. adults practicing yoga; uptake is highest among women 18–44 and higher‑income households, and 28.8% of yoga users cite pain management—areas where individualized coaching adds tangible value.

Work‑from‑home remains structurally persistent (~21–25% of paid workdays), creating natural “micro‑break” windows at home. Moreover, 79% of large employers offer wellness programs, reinforcing a B2B path.

Competitive context: MyYogaTeacher (low‑cost live 1:1 but 4‑week billing and scheduling frictions), YogaWorks and Glo (broad live/on‑demand catalogs but limited real‑time correction). Mainstream price anchors (e.g., Peloton App tiers at $15.99–$28.99) frame expectations for non‑1:1 content. The company differentiates through assessment‑driven plans, real‑time adjustments, and scheduling optimized for remote professionals. U.S. SAM triangulates to $0.9–$1.4B; obtainable share in 3–5 years estimated at 0.3%–0.6%.

Marketing strategy summary

Target audience: remote and hybrid professionals in the U.S. who value convenient, guided wellness breaks at home (with over‑index among women 18–44).

Positioning: “Personalized, live yoga—20–45‑minute sessions, no commute, real‑time adjustments aligned to your goals.”

Go‑to‑market tactics:

• Direct‑to‑consumer: paid search and social (intent around back pain, flexibility, energy), influencer/UGC, and content marketing on safe progression; referral incentives tied to completed sessions.
• Employer channel: midday micro‑session packages with usage reporting and privacy‑aligned delivery, leveraging the 79% wellness‑program prevalence to lower CAC and fill business‑hour inventory.
• Product levers: initial assessment, individualized plans, small‑group options for value, transparent monthly billing, and scheduling blocks aligned to WFH peak times.
• Roadmap to sustain retention and differentiation: AI‑assisted form cues layered on live coaching; optional XR modules for “studio feel.”

3–5‑year objectives: achieve 0.3%–0.6% U.S. SAM penetration (~$3–$8M ARR) via instructor scaling (to ~100) and a balanced DTC/B2B mix.

Market study

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1) Market size, growth and key segments

• Global benchmarks: The global online yoga market is estimated at about $4.71 billion in 2025 and projected to reach roughly $10 billion by 2035 (CAGR ~7.8%). This sits within the broader online/virtual fitness market, which multiple analysts peg in the tens of billions and growing at double‑digit rates.
• United States context: The U.S. virtual fitness market (all modalities) was estimated around $7.5 billion in 2024, underscoring strong domestic demand for at‑home and hybrid fitness formats.
• Participation in yoga (demand base): In 2022, 16.9% of U.S. adults practiced yoga in the prior 12 months; uptake is highest among women, adults 18–44, and households at ≥400% of the federal poverty level. Among yoga users, 28.8% used yoga to treat or manage pain—an important behavioral driver for ongoing sessions.
• Work‑from‑home (WFH) anchor segment: In early 2025, U.S. firms reported about 21.2% of paid workdays at home; harmonized estimates indicate roughly one quarter of all paid workdays occur at home. Hybrid and remote arrangements remain structurally persistent. This makes short, home‑based wellness breaks highly compatible with professionals’ daily routines.
• Employer channel signal: Among firms offering health benefits, 79% of large employers offer at least one wellness program; incentives for participation are common. This reinforces a B2B route for at‑home wellbeing services.

Implications for this service

• Demographic focus: Women 18–44 and higher‑income households over‑index in yoga adoption (16.9% overall; 23.3% for women), aligning with professionals who value convenience and guided, safe progression.
• Behavioral fit: Remote and hybrid professionals have measurable “micro‑break” windows in home settings; live, personalized sessions that fit 20–45‑minute blocks remove commute friction and help sustain adherence.

2) TAM–SAM–SOM analysis

• TAM (Total Addressable Market)
  • Definition used: Global online yoga instruction and content (live and on‑demand).
  • Size: About $4.71 billion in 2025 (global).
• SAM (Serviceable Addressable Market)
  • Definition used: U.S. market for online yoga purchasable by English‑speaking consumers via live or interactive platforms, with a priority on remote/hybrid professionals seeking at‑home sessions.
  • Sizing approach (two views):
    1. Top‑down geography split: North America typically leads virtual/online fitness with ~35–40% share; assuming the U.S. comprises ~80–85% of North America, a prudent allocation implies the U.S. captures ~28–34% of global online yoga. Applied to the $4.71B global figure, the U.S. online yoga SAM is approximately $1.3–$1.6 billion in 2025. (Inference based on regional shares reported for virtual fitness; range used to avoid overstatement.)
    2. Bottom‑up demand lens: ~16.9% of U.S. adults practice yoga (≈44 million). Using 2025 evidence that ~25% of paid workdays are at home as a proxy for convenience‑driven digital adoption among working‑age yogis, and assuming 20–30% of this cohort maintains an online subscription at an average $250–$350/year, the addressable U.S. spend is roughly $0.7–$1.2 billion. (Assumption bridged with employer wellness prevalence and app subscription trends; triangulation keeps estimates conservative.)
  • SAM conclusion for planning: $0.9–$1.4 billion (midpoint consolidation of the two views).
• SOM (Serviceable Obtainable Market, 3–5 years)
  • Market capture target: 0.3%–0.6% of U.S. SAM over 3–5 years, contingent on instructor scaling and channel partnerships.
  • Revenue translation:
    • Scenario A (3 years): ~0.3% of a $1.0B SAM ≈ $3.0M annualized run‑rate.
    • Scenario B (5 years): ~0.5%–0.6% ≈ $5.0–$8.0M annualized run‑rate.
  • Operating justification:
    • Capacity: e.g., 100 certified instructors × 20 sessions/week × 48 weeks ≈ 96,000 live sessions/year. At an average realized revenue of $45/session across 1:1 and small‑group formats, revenue potential ≈ $4.3M; with upsell to personalized programs and corporate contracts, the upper bound is feasible. (Benchmarked against market pricing listed below.)
    • Channel mix: direct‑to‑consumer subscriptions supported by targeted acquisition (remote‑work metros), plus employer wellness pilots (large employers’ 79% wellness adoption).

3) Emerging trends and their impact

• Persistent hybrid work: Employers’ own surveys and academic work suggest WFH will remain a durable share of paid workdays (~21–25%), stabilizing “at‑home” demand for wellness micro‑sessions during work breaks. Impact: strong product‑market fit for live, short, corrective yoga sessions.
• AI‑assisted coaching and feedback: Leading platforms are launching AI features that analyze movement and personalize plans; consumers increasingly expect real‑time guidance. Impact: adding form‑feedback and progress intelligence can enhance differentiation and retention.
• Immersive formats (XR/VR): Major yoga/fitness apps are extending into mixed reality to simulate studio presence at home. Impact: optional XR modules can attract tech‑forward users without changing the core live‑instructor model.
• Employer wellness and stipends: Large firms commonly fund wellness programs; digital options that fit hybrid schedules are attractive to HR teams. Impact: B2B partnerships can reduce CAC and stabilize utilization during business hours.

4) Competitive landscape (direct comparators to personalized at‑home yoga)

A) MyYogaTeacher (live 1‑on‑1 and group online yoga)

• Positioning and offer: Live, instructor‑led group and 1‑on‑1 sessions via Zoom; “unlimited” group class memberships and tiered 1‑on‑1 packages. Group membership recently updated to $64/month; 1‑on‑1 sessions advertised “< $20/hour”; 4‑week billing cycles are standard. Target: consumers seeking human feedback at lower cost than in‑person private yoga.
• Strengths
  • Cost‑effective 1‑to‑1: Sub‑$20/hour live instruction can be 60–80% cheaper than typical in‑person private yoga ($80–$120/hour), widening access.
  • High class access for groups: Unlimited group classes at $64/month lowers cost per session to a few dollars when used 3–5×/week, driving perceived value.
• Weaknesses
  • Billing friction: 4‑week cycles equate to ~13 charges/year vs 12 on monthly billing—some U.S. consumers view this as “extra” payment periods.
  • Platform dependency on Zoom and scheduling across time zones: can add setup and coordination friction for U.S. daytime users (operational reality inferred from delivery model).
• Market share: Not publicly disclosed.

B) YogaWorks (live and on‑demand; U.S. brand with legacy studio heritage)

• Positioning and offer: 20–40+ weekly live online classes plus a 7,500+ on‑demand library; $29.99/month or discounted annual options; live streams are one‑way video with instructor chat. Audience: consumers valuing reputable teachers and consistent programming.
• Strengths
  • Breadth at low price: 7,500+ on‑demand videos and 20–40+ live classes/week at ~$30/month reduce per‑class cost to < $2 for frequent users.
  • Teacher consistency and brand trust: from decades in U.S. yoga increase perceived quality and reduce trial risk (supported by their positioning and reviews).
• Weaknesses
  • Limited personalization: One‑way broadcasts prevent form correction; users do not receive individualized adjustments in real time.
  • Live inventory is scheduled windows: (20–40+/week), which may not match micro‑breaks for all remote worker schedules.
• Market share: Not publicly disclosed.

C) Glo (yoga, Pilates, meditation; live and on‑demand)

• Positioning and offer: 9,000+ on‑demand classes with daily live classes; multi‑device support; $30/month or $245/year (promotions apply at times). Audience: practitioners seeking variety and structured programs.
• Strengths
  • Depth and frequency: 9,000+ classes and daily live options minimize content fatigue and enable goal‑based programs for flexibility, energy, and performance.
  • Broad modality coverage: (yoga + Pilates + meditation) supports cross‑training and habit stacking, improving retention.
• Weaknesses
  • Personalization gap for 1:1: Live offerings are primarily class‑based; users don’t consistently receive individual real‑time adjustments. (Positioning and platform format.)
  • Pricing vs. alternatives: At $30/month, cost is higher than some mass‑market fitness apps and comparable live‑class libraries, pressuring conversion among price‑sensitive users.
• Market share: Not publicly disclosed.

Price/feature reference point outside strict competitors

• Peloton App tiers (which include yoga tracks) rose in Oct 2025 to $15.99 (App One) and $28.99 (App+), illustrating mainstream price anchors for non‑1:1 digital fitness in the U.S.

5) Competitors’ strengths and weaknesses—why they matter to customers

• MyYogaTeacher’s low per‑hour 1‑to‑1 pricing demonstrates demand for personalized live guidance; however, the 4‑week billing cycle (13 charges/year) and scheduling frictions can erode perceived transparency and convenience—key decision factors for busy remote professionals.
• YogaWorks’ breadth and low price per class are compelling for power users; yet one‑way streams mean no posture correction—critical for injury prevention and faster progression, especially for novices or those practicing for pain management (28.8% of yogis).
• Glo’s extensive library and daily live classes support consistent practice, but the limited availability of individualized feedback reduces differentiation for customers specifically seeking tailored programs and real‑time adjustments.

6) Opportunities for growth aligned with trends

• Corporate wellness partnerships: With 79% of large employers offering wellness programs, packaging short live sessions for midday breaks (and offering reporting for HR) can create a B2B revenue stream with lower CAC than pure DTC.
• AI‑enhanced feedback: Layering AI form cues and progression analytics on top of live instruction can raise measurable outcomes and perceived value, matching market expectations set by leading fitness brands’ AI features.
• Immersive add‑ons: Optional XR/VR “studio feel” sessions can expand reach to tech‑forward cohorts without changing the core live‑instructor model.

7) Summary of competitive advantages (customer benefits)

• Individualized, real‑time adjustments: Live coaching that adapts intensity, pacing, and modifications on the spot—something one‑way live streams and most on‑demand apps cannot deliver—improves safety and accelerates progress for goals like flexibility or energy management. Benefit: better results per minute practiced. (Contrast with one‑way formats.)
• Purpose‑built for remote workers: Scheduling designed around WFH/hybrid routines (persistent ~21–25% of paid days at home) enables reliable mid‑day “reset” sessions without commute overhead. Benefit: time saved and higher adherence.
• Assessment‑driven programming: An initial needs and goals assessment and tailored plans (relaxation, energy, flexibility, performance) create a bespoke path versus generalized class catalogs. Benefit: fewer wasted sessions; clearer progression signals for users managing pain or stress.
• Employer‑ready packaging: Reporting, scheduling blocks, and privacy‑aligned delivery support wellness partnerships that many large U.S. employers already fund. Benefit: potential subsidy for end users and lower out‑of‑pocket cost.

Notes on estimates

• Where market‑share figures for individual competitors were unavailable, this analysis uses verified pricing, content volume, and delivery formats; market‑share estimates are noted as “not publicly disclosed.”
• SAM and SOM calculations are triangulated using published participation rates (NHIS/NCCIH), WFH persistence (Stanford/SIEPR), and prevailing price points (competitor pages). Ranges are provided where reasonable to avoid overstating the opportunity.

References (selected)

• NHIS/NCCIH 2022 Adults Practicing Yoga and usage patterns.
• WFH persistence in 2025 (SIEPR/Stanford, harmonized estimates).
• Global online yoga market (2025).
• U.S. virtual fitness market context (2024).
• Employer wellness program prevalence (2024 KFF Employer Health Benefits Survey).
• Competitor pricing/features: MyYogaTeacher, YogaWorks, Glo, Peloton App.

Situation Analysis

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1) Industry Overview

Barriers to entry

Instructor supply, credentials, and quality assurance

• Certified yoga instruction typically requires Yoga Alliance–aligned RYT-200 training that costs approximately $1,500–$3,500 per teacher, plus professional liability insurance of roughly $150–$400 per year. This creates a baseline cost and time barrier to assembling a qualified roster at scale.
• Demand-side depth is material—16.9% of U.S. adults reported practicing yoga in the previous 12 months (CDC, 2022)—but service quality hinges on live correction and safe progressions that only well-vetted instructors can deliver. The company mitigates this by prioritizing certified teachers with proven pedagogy and by standardizing an initial assessment that informs individualized session plans.

Technology and delivery model complexity

• The offer requires reliable, low-latency video and interactive tools to adjust postures in real time during 20–45‑minute sessions, at volumes that can reach tens of thousands of sessions annually as the business scales (e.g., 100 instructors × 20 sessions/week × 48 weeks ≈ 96,000 sessions/year).
• Many incumbents rely on third‑party tools (e.g., Zoom-based delivery), which can create friction in setup, time-zone coordination, and data visibility. The company’s purpose-built interactive platform reduces these frictions and enables programmatic personalization based on the intake assessment.

Customer acquisition and trust building

• Low-cost alternatives set aggressive price anchors: large streaming libraries at ~$30/month (Glo, YogaWorks) and “unlimited” group classes at $64/month (MyYogaTeacher). One‑to‑one online offers under $20/hour also exist, pressuring perceived value.
• To overcome high DTC competition, the company targets a channel mix that includes employer wellness (79% of large U.S. employers offer at least one wellness program, KFF 2024), reducing CAC and aligning sessions with workday micro‑breaks that remote/hybrid employees can actually use.

Compliance, risk, and data privacy

• While yoga instruction is not a licensed clinical service, best practices require clear disclaimers, incident protocols, and safeguarding of personal wellness data. Insurance and standardized safety scripts are mandatory to protect instructors and clients.
• The company’s assessment‑driven approach includes risk screening, modification guidance, and escalation rules (e.g., when to avoid certain poses), tailored to cohorts such as the 28.8% of yoga users who practice to treat or manage pain (CDC).

Differentiation factors

Real-time personalization anchored in assessment

• Unlike one‑way live streams (e.g., YogaWorks’ broadcast model) or largely class‑based platforms (e.g., Glo), the company’s core service is bespoke: an initial level/goal assessment informs a personalized plan, with instructors adjusting intensity, pacing, and modifications live. This is designed to deliver better results per minute practiced, particularly for flexibility and energy management.
• Sessions are explicitly designed for 20–45‑minute windows that match remote/hybrid work rhythms (with ~21–25% of U.S. paid workdays at home, SIEPR/Stanford 2025). Goal: ≥80% of sessions scheduled between 9 a.m. and 3 p.m. local time to maximize adoption of “micro‑break” wellness.

Employer-ready packaging and convenience-at-home delivery

• With 79% of large employers offering wellness programs (KFF 2024), the company packages midday blocks (e.g., 12–2 p.m. local time), privacy safeguards, and basic utilization reporting for HR, enabling subsidy or stipends that lower out‑of‑pocket costs for end users.
• Transparent, monthly billing avoids 4‑week-cycle friction seen elsewhere (i.e., 13 charges/year), and U.S.-time‑zone coverage reduces coordination costs for professionals who need predictable scheduling.

Opportunities and threats

Opportunities

• Structural demand: Global online yoga is estimated at $4.71B in 2025, projected toward ~$10B by 2035 (CAGR ~7.8%); the U.S. online yoga SAM is triangulated at ~$0.9–$1.4B in 2025. Persistent hybrid work (~21–25% of workdays at home) reinforces at‑home wellness use cases.
• Channel leverage: Employer wellness prevalence (79%) opens a B2B route with lower CAC and steadier daytime utilization; remote-work metros can be prioritized in DTC.
• Product innovation: AI-assisted form cues and progression analytics are becoming standard in leading fitness apps; optional XR/VR modules now reach mass-market devices, expanding engagement without replacing live instruction.

Threats

• Price anchors: $30/month streaming libraries, $64/month “unlimited” group classes, and sub‑$20/hour 1:1 offerings increase price sensitivity and raise the conversion bar for premium personalized services.
• Supply constraints: Instructor availability during peak U.S. business hours can cap growth. Operational resilience is required to maintain on-time starts and quality during demand spikes.
• Substitution risk: Consumers may rotate among low-cost fitness apps (e.g., Peloton App tiers at $15.99 and $28.99) without live coaching, challenging retention if personalized benefits are not made explicit and measurable.

2) Key Market Trends

Persistent Hybrid Work

• Context and importance: U.S. employers and academic surveys indicate ~21–25% of paid workdays are at home in early 2025 (SIEPR/Stanford), showing structural persistence of remote/hybrid models.
• Impact on the market: Fitness and wellness products optimized for short, at‑home sessions during work breaks outperform “commute-dependent” offerings; daytime demand becomes more predictable.
• Impact on the business: The service schedules 20–45‑minute live sessions aligned to mid‑day windows, sets service-level targets (e.g., ≥95% of sessions start within 5 minutes), and concentrates marketing in remote‑work metros to maximize adoption.

AI-Assisted Coaching and Feedback

• Context and importance: Major fitness brands are integrating AI for movement analysis and plan personalization, shaping consumer expectations for real-time feedback.
• Impact on the market: Platforms that augment human coaching with AI see improved engagement and measurable outcomes, raising the bar for retention.
• Impact on the business: The roadmap includes AI form cues layered onto live sessions and progress dashboards calibrated to client goals (relaxation, energy, flexibility, performance), to increase session efficacy and retention.

Employer Wellness and Stipends

• Context and importance: 79% of large U.S. employers offer at least one wellness program (KFF 2024); stipends and HR reporting are increasingly common for hybrid-friendly digital options.
• Impact on the market: B2B partnerships and reimbursement arrangements reduce consumer CAC and stabilize utilization, particularly during business hours.
• Impact on the business: The company packages corporate-ready cohorts (e.g., 4–12 employees in small-group formats), HIPAA‑aware privacy practices for non-clinical wellness, and utilization reporting—target: 3–5 employer pilots in year 1.

Immersive and Mixed-Reality Fitness

• Context and importance: Leading yoga/fitness apps are launching XR/VR experiences to simulate studio presence at home as devices reach wider adoption.
• Impact on the market: Immersive formats raise user expectations for engagement and novelty, particularly among tech-forward segments.
• Impact on the business: Optional XR add‑ons are explored as an engagement enhancer for select cohorts without altering the core live-instructor model—target: limited beta in year 2 to test uptake and ROI.

3) SWOT Analysis (FFOM)

Strengths

What is done well?

• Highly personalized live sessions anchored by an initial needs and level assessment, enabling real‑time posture correction and pacing adjustments that most one‑way streams cannot provide.
• Seamless integration into daily routines with 20–45‑minute formats tailored for remote/hybrid professionals, eliminating commute friction and supporting adherence.

What inspires pride?

• A client‑centric approach that places personalized well‑being at the center and prioritizes safety and progression—key for the 28.8% of practitioners using yoga to manage pain.
• Transparent, monthly billing and U.S.-time‑zone coverage reduce common frictions (e.g., 4‑week billing cycles, cross‑time‑zone scheduling).

Capabilities that will drive success

• Certified instructor network and pedagogy expertise; an interactive platform capable of scale (e.g., 96,000 live sessions/year at 100 instructors × 20 sessions/week × 48 weeks).
• Employer-ready packaging (midday blocks, utilization reporting) to access wellness budgets and reduce CAC.

What do clients and staff say?

• For remote professionals, “right‑sized” sessions in home settings and real-time adjustments are perceived as safer and more effective than generic streams; instructors value structured assessments and clear progression frameworks.

Weaknesses

Areas to improve

• Dependence on certified instructors’ availability may limit scheduling flexibility during high-demand windows; requires proactive workforce planning across U.S. time zones.
• Pre‑launch status implies limited brand recognition and no historical social proof; early marketing must emphasize outcomes and convenience with clear proof points.

Vulnerabilities

• Price-sensitive segments may default to $30/month libraries or <$20/hour 1:1 offers; value communication must quantify benefits (e.g., pain reduction, flexibility gains).
• Reliance on consumer internet quality can affect session experience; needs network health checks and adaptive video.

Frustrations and frictions

• Potential waitlists during peak hours; rescheduling friction if instructor supply is tight. Implement smart booking windows and standby lists to minimize drop-offs.

Operational limits

• Instructor QA, training consistency, and content standards must be formalized early; establish SLAs (on-time starts ≥95%, post‑session notes within 24 hours) and NPS ≥55 as initial benchmarks.

Opportunities

Trends and events creating upside

• Persistent hybrid work (~21–25% of days at home) and yoga’s broad participation (16.9% of U.S. adults) expand the convenience‑driven demand base.
• Employer wellness prevalence (79% of large employers) supports B2B pilots, stipends, and daytime utilization.

Technological shifts to leverage

• AI form feedback and progression analytics can lift outcomes and retention; optional XR modules can differentiate for tech-forward users without diluting the core model.

Policy and social changes with positive influence

• Public and corporate focus on mental well‑being and musculoskeletal health sustains appetite for preventive, at‑home modalities; employer wellness funding practices channel budgets toward digital services aligned with hybrid schedules.

Short- and long-term opportunities

• Short term: pilot 3–5 employers; build remote‑work metro beachheads; achieve >70% utilization during 11 a.m.–2 p.m. windows.
• Long term: scale instructor network to 100+ with U.S. time‑zone coverage; add AI-enhanced feedback; explore XR beta; target 0.5%–0.6% SOM within 5 years (≈$5–$8M ARR on a ~$1.0B SAM).

Threats

Environmental obstacles

• Pricing pressure from low-cost streaming ($30/month) and sub‑$20/hour 1:1 competitors compresses willingness to pay for premium personalization.
• Macroeconomic slowdowns can increase churn in discretionary wellness spending.

Market dynamics

• Category leaders continuously add features (AI, XR), raising the expected baseline; consumer attention is fragmented across large libraries and gamified ecosystems.
• Instructor labor market tightness during U.S. daytime hours can constrain supply, impacting on-time delivery and customer satisfaction.

Technological risks

• Rapid AI commoditization could narrow perceived differentiation if not integrated thoughtfully; platform outages or data privacy incidents would erode trust.
• Third‑party platform dependencies (payments, video APIs) may introduce cost or reliability risks; mitigation includes vendor diversification and in‑house observability.

This analysis indicates a structurally expanding, convenience-driven market where live, assessment‑anchored personalization and employer-friendly packaging are decisive advantages. Execution priorities are instructor capacity during U.S. daytime hours, rigorous service quality metrics, and disciplined channel strategy that blends targeted DTC with B2B employer partnerships.

Marketing Strategy

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Commercial Objectives

Introduction: The company’s vision is to make personalized, instructor‑guided yoga accessible at home for busy professionals, delivering measurable well‑being gains in short, convenient sessions. Objectives are structured across short, mid, and long term to validate product‑market fit, scale capacity, and secure durable multi‑channel revenue. Clear metrics (conversion, retention, CAC/LTV, utilization, ARR) align the team on efficient growth and defensible differentiation.

Short‑term (0–12 months)

1. 1) Validate demand and unit economics: reach 1,000 paying clients with a 30–40% trial‑to‑paid conversion, 90‑day retention ≥60%, average 2.0–2.5 live sessions/client/week, and an NPS ≥60 by month 9. Cap blended CAC at ≤$85 with payback <3 months.
2. 2) Build instructor supply and quality: onboard 25 certified instructors in priority time zones within 6 months; achieve ≥12 sessions/instructor/week, first‑session rating ≥4.7/5, and <2% no‑show rate through reminder workflows.
3. 3) Pricing/packaging fit: test 20/30/45‑minute formats and 1:1 vs. micro‑group; target a realized ARPU of $55–$75/month and gross margin ≥55% by month 12, benchmarking against mainstream digital fitness anchors ($15.99–$28.99) and live 1:1 value.

Mid‑term (12–36 months)

1. 1) Scale revenue and reach: achieve a $3.0M annualized run‑rate by month 30 (≈0.3% of U.S. SAM), with 4,000–5,000 active clients and monthly churn ≤4.5%.
2. 2) Establish B2B beachhead: sign 25–40 employer wellness pilots (500–5,000 employees) with midday session blocks and HR reporting; drive 10–15% of total revenue from B2B by month 24.
3. 3) Strengthen effectiveness signals: roll out assessment‑to‑outcome tracking (e.g., flexibility tests, pain/stress self‑scores); target a ≥20% improvement on at least one client‑selected metric by week 8 for 60% of active clients.

Long‑term (36–60 months)

1. 1) Market capture: reach 0.5%–0.6% of U.S. SAM with $5–$8M ARR, supported by 80–120 certified instructors averaging 18–22 sessions/week and >60% daytime utilization.
2. 2) Channel mix resilience: grow B2B to 25–35% of revenue through renewals and broker partnerships; maintain DTC CAC/LTV ≥1:4 and B2B net revenue retention ≥105%.
3. 3) Product differentiation at scale: deploy AI‑assisted form cues and progression analytics; lift 90‑day retention by +8–10 points and increase session completion rates by +10% vs. baseline.

Segmentation, Targeting and Positioning

Introduction (STP)

Segmenting, targeting, and positioning focus resources on the highest‑value customer groups while tailoring the product experience to their needs. This approach improves acquisition efficiency, elevates satisfaction through fit‑for‑purpose programming, and creates clear differentiation vs. one‑way streaming offerings.

Segmentation

Introduction: Segmentation divides a broad wellness market into actionable groups with shared needs and buying behaviors. It enables tailored formats, messaging, and pricing that increase conversion and retention.

1) Remote/Hybrid Professionals (WFH Micro‑Break Seekers)

• Needs: time‑efficient 20–45‑minute sessions; posture correction to offset desk strain; predictable scheduling around workday blocks.
• Demographics: adults 25–44; concentrated in large U.S. metros with persistent hybrid work; individual purchasers with average‑to‑upper‑average income.
• Buying behaviors: search for “short home yoga/back pain relief”; influenced by convenience and transparency (monthly billing vs. 4‑week cycles); book during late morning/lunch; evaluate via free trials and peer reviews.

2) Pain & Stress Management Practitioners

• Needs: safe, guided progress with real‑time adjustments; structured plans for flexibility, stress, or energy; clear improvement signals.
• Demographics: adults 18–44 over‑index; women represent the majority of yoga participation; includes individuals managing chronic discomfort (28.8% use yoga to treat/manage pain).
• Buying behaviors: research via blogs, YouTube, health forums; high value on instructor credentials and injury‑prevention messaging; willing to invest in programs that track outcomes.

3) Employer Wellness Buyers (HR/Benefits)

• Needs: midday live options aligned with hybrid schedules; privacy‑aligned reporting and utilization dashboards; easy rollout with clear ROI.
• Demographics: U.S. employers (500–10,000+ employees) in knowledge industries; 79% of large firms offer at least one wellness program.
• Buying behaviors: purchase through benefits brokers/marketplaces; pilot first (6–8 weeks); require predictable pricing and employee satisfaction data to approve renewals.

Targeting

Introduction: Targeting prioritizes segments with the strongest revenue potential and strategic fit, focusing marketing and delivery investments where conversion and retention are highest.

Priority Segments and Rationale

1) Remote/Hybrid Professionals

• Why priority: structurally persistent WFH (≈21–25% of paid workdays) creates daily micro‑break windows; high demand for convenience and real‑time correction; strong DTC scalability.
• Go‑to‑market actions:
  • Launch “Reset in 30” campaigns on LinkedIn/Instagram/TikTok targeting remote‑work interests in top metros; offer a 7‑day trial including two live sessions.
  • SEO/Content on “short yoga for back pain,” “midday yoga at home,” and “beginner safe alignment,” plus referral rewards (e.g., bring a colleague for a free micro‑group session).

2) Employer Wellness Buyers

• Why priority: high prevalence of wellness programs reduces CAC; daytime utilization stabilizes instructor schedules; potential for multi‑site expansion.
• Go‑to‑market actions:
  • Partner with benefits brokers and stipend platforms to list offerings; provide a 6‑week pilot with co‑branded comms and utilization/CSAT reporting.
  • Reserve corporate midday session blocks; package PEPM or session‑bundle pricing with opt‑in privacy controls and SSO for easy adoption.

Positioning

Introduction: Positioning clarifies how the service differs from one‑way streaming and generic libraries by emphasizing real‑time personalization and workplace‑friendly convenience. It guides product design, pricing, and communications to resonate with target segments.

Unique value proposition vs. competition: The service delivers live, assessment‑driven yoga with certified instructors who provide real‑time adjustments and tailored progressions in 20–45‑minute sessions designed for home offices. Unlike one‑way livestreams or large on‑demand libraries, it offers individualized correction, outcome tracking, and employer‑ready packaging.

Market stance: Positioned as the most personalized at‑home yoga for remote professionals—convenience without commute, safety through live correction, and measurable progression—at an accessible price point relative to in‑person private sessions.

Key competitive advantages

1. Personalized approach:
   • Initial assessment maps goals (relaxation, energy, flexibility, performance); every session adapts intensity, pacing, and modifications in real time.
   • Milestone reviews every 4–6 weeks track flexibility tests and self‑reported pain/stress scores, reducing wasted sessions and signaling progress.
2. Technological innovation:
   • Interactive, two‑way platform with smart session plans, progress dashboards, and employer reporting.
   • Roadmap: AI‑assisted form cues and progression analytics to match rising consumer expectations shaped by leading fitness brands.
3. Team expertise:
   • Certified instructors (e.g., RYT‑200/RYT‑500 equivalents) trained in cueing for remote practice and ergonomic adaptations for desk‑bound users.
   • Founder‑led pedagogy emphasizes safe alignment and clear, measurable outcomes.
4. Service flexibility:
   • Session lengths (20/30/45 minutes), 1:1 or micro‑group formats, transparent monthly billing (no 4‑week cycles), and same‑day scheduling where instructor capacity allows.
   • Corporate pilots, PEPM or bundle pricing, and privacy‑aligned delivery to fit employer programs.

Communication examples

• Messaging: “Reset in 30: live instructor, real‑time correction—no commute, just results.” “From pain to progress: tailored yoga you can do at your desk.”
• Proof assets: short case studies highlighting improved flexibility scores at week 8; testimonials from remote workers citing time saved and reduced discomfort; HR one‑pager with pilot utilization and employee CSAT.
• Social/content: weekly tips on safe alignment for WFH, mini‑flows for back/neck relief, and behind‑the‑scenes instructor credential spotlights.

Sales Strategy

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Sales Process

1) Lead generation and qualification

The company will acquire demand through two primary channels: direct-to-consumer (DTC) and employer partnerships. DTC focuses on search (queries such as “online 1:1 yoga,” “yoga for back pain at home”), LinkedIn for remote/hybrid professionals, and retargeting. Employer outreach targets HR/Benefits teams, leveraging the fact that 79% of large employers offer wellness programs.

Each inbound lead is qualified via a short form capturing work arrangement (WFH/hybrid), goals (relaxation, energy, flexibility, performance), and schedule windows (20–45 minutes). Lead scoring prioritizes WFH/hybrid professionals (21–25% of paid days at home) and roles with consistent daytime micro-breaks. KPIs: cost per lead <$35 DTC; MQL rate ≥25%.

2) Assessment and conversion event

Qualified prospects book a 20-minute no-cost assessment within 24–48 hours. The session includes a brief movement screen, goal alignment, and a 10–15 minute live micro-session to demonstrate real-time adjustments. The instructor proposes a bespoke plan (e.g., two 30-minute sessions/week for energy and posture, or a 45-minute flexibility block) and a clear pricing bundle with monthly billing—avoiding 4-week cycles to reduce friction. Call-to-action: activate a starter package before leaving the assessment.

KPIs: assessment booking rate ≥30% from MQLs; show rate ≥80%; trial-to-paid conversion 35–45% within 7 days.

3) Onboarding and activation

Upon purchase, clients are matched to a certified instructor with availability aligned to their preferred micro-break windows. The platform generates a 4–8 week plan, integrates with calendar tools, and sets reminders for consistency. For B2B, a pilot cohort (e.g., 25–50 employees) is onboarded with midday “reset” blocks and HR-aligned reporting (utilization, attendance, anonymized feedback). SLA: time-to-first-session within 72 hours of purchase. Early milestones: three sessions completed in the first two weeks.

KPIs: time-to-first-value <3 days; week-4 adherence ≥70%; NPS ≥60 among first-month users.

4) Expansion, retention, and referrals

Progress is tracked via monthly mini-reviews and a quarterly reassessment to update goals (e.g., progression from pain relief to flexibility gains). The company upsells 1:1 from small-group formats when precision coaching is needed and introduces add-ons (mobility routines, breathwork) to increase session frequency. Corporate pilots scale to annual contracts after 8–12 weeks if utilization and satisfaction thresholds are met. A referral program grants both referrer and referee a free session after the first paid month. KPIs: monthly churn <4%; net revenue retention ≥110%; referral contribution ≥15% of new DTC starts.

Product Strategy

The service centers on live, fully personalized yoga delivered via an intuitive interactive platform. Each client begins with an assessment that tailors programming toward relaxation, energy, flexibility, or performance, with real-time adjustments that enhance safety and accelerate results. Compared with one-way live streams or large on‑demand libraries, the proposition emphasizes individualized coaching for better results per minute practiced—an important benefit for users managing pain or stress. The experience is engineered for remote/hybrid schedules with 20–45 minute sessions that fit workday micro-breaks, minimizing commute friction and improving adherence for busy professionals.

Positioning aligns against three benchmarks: ultra-low-cost 1:1 offers with frictional billing/scheduling, one-way live streams with limited personalization, and large on‑demand libraries with minimal feedback. The platform differentiates with certified instructors calibrated to U.S. daytime availability, transparent monthly billing, and assessment-driven plans. Packages span 1:1 and small-group (2–5 clients) formats to balance value and access. Price anchors consider market norms—approximately $30/month for class libraries and sub‑$20 advertised 1:1 hours in some markets—while the company prioritizes value-based pricing tied to measurable outcomes and convenience, not commoditized minutes.

Pricing Strategy

Pricing will be transparent, monthly, and value-based, indexed to the personalized nature of live instruction and the convenience of U.S. daytime availability. Recommended tiers:

• 1:1 sessions: $49 for 30 minutes; $79 for 60 minutes; bundles at 5–10% discount.
• Small-group (2–5 clients): $12–$18 per person for 30–45 minutes, emphasizing affordability and social accountability.
• Monthly bundles: Starter (4 x 30-minute sessions) at ~$179; Progression (8 x 30-minute sessions) at ~$319; includes assessment, plan, and progress review.
• Corporate pilots: from $1,500–$3,000/month for 25–50 eligible employees with two weekly live blocks; enterprise pricing per engaged employee thereafter.

Price levels consider: competitor anchors ($30/month libraries; low advertised 1:1 rates with scheduling/billing frictions), the premium for real-time adjustments that improve safety and outcomes, instructor compensation, utilization targets (≥70% session fill), and CAC recovery within two months for DTC. Off-peak discounts (early morning/late afternoon) and annual prepay options (8–12% savings) increase yield and predictability. Intro offers (e.g., first 2 sessions at $59 total) lower trial barriers while preserving perceived value. All plans avoid 4-week billing cycles; monthly billing and clear receipts reduce churn drivers and support employer reimbursement.

Distribution Strategy

Delivery is 100% online through the proprietary interactive platform, optimized for laptops, tablets, and mobile devices. DTC distribution flows through the website/app with self-serve scheduling, calendar integration, and automated reminders. Channel distribution prioritizes employer partnerships, wellness marketplaces, and remote‑work communities, reflecting the persistence of WFH/hybrid schedules (roughly 21–25% of paid days at home). Corporate pilots are delivered via “virtual studio blocks” aligned to midday windows across U.S. time zones, supporting scalable group utilization alongside 1:1 options.

Supply is managed through instructor workforce planning: roster expansion based on session demand forecasts, peak/off‑peak scheduling, and quality controls (observed sessions, ratings, and outcomes). Objectives: ≥85% fill rate in peak windows; <24 hours average time to next available session for small-group; <72 hours for 1:1. There is no physical inventory; logistics focus on bandwidth reliability, device compatibility, and secure data handling. For B2B, the platform provides attendance and utilization dashboards compliant with privacy expectations. SLA commitments include 99.5% platform uptime and sub‑2 minute average support response during business hours.

Advertising Strategy

Precision digital for remote/hybrid professionals

Use LinkedIn and privacy-safe programmatic to target job titles and companies with hybrid policies in major metros. Creative emphasizes “20–30 minute live reset with real-time adjustments—no commute.” Offer a free assessment and calendar booking within the ad flow to reduce clicks. Objectives: CTR ≥1.2%, cost per assessment ≤$60, and assessment-to-paid ≥35%. Execution: 2–3 message variants (relaxation, energy, flexibility), weekly creative refresh, and retargeting pools for site visitors who exit before booking.

High-intent search capture

Run Google Ads on terms such as “online 1:1 yoga,” “yoga for back pain at home,” and “live yoga instructor.” Ad extensions highlight monthly billing (not 4‑week), U.S. daytime availability, and personalized adjustments. Direct clicks to landing pages by goal (pain relief, energy, flexibility) with social proof and immediate scheduler. Objectives: conversion rate ≥8% to assessment; CPA ≤$80; 30% of new MQLs from search. Measure performance by keyword-level ROAS and optimize bids toward sessions purchased within 14 days.

Employer channel marketing

Deploy an HR‑focused content engine: a 12-page buyer’s guide on “Micro‑break wellness for hybrid teams,” 30-minute webinars, and sample session blocks for managers. Outreach via LinkedIn InMail and industry associations, with a clear pilot construct (25–50 employees; 8–12 weeks; utilization and satisfaction reporting). Objectives: 20 HR meetings/month, 6 pilot starts/quarter, pilot-to-annual conversion ≥50%. Measurement includes meeting rate, pilot activation cycle time, and cost per signed employer.

Lifecycle and referrals

Use email/SMS to nurture leads with a 3-part sequence: assessment recap, a short instructor video, and a time-limited bundle incentive. In-product prompts solicit referrals after session three and month one; both parties receive one free 30-minute session upon the referee’s first paid month. Objectives: 20% lift in trial-to-paid conversion from lifecycle touches; 15% of new DTC revenue via referrals; churn reduction of 1–1.5 points. Measurement: cohort conversion, referral participation rate, and incremental LTV.

Objectives and KPIs across the sales strategy

• 60–70% of revenue from recurring bundles by month 12
• DTC CAC payback ≤2 months; employer CAC payback ≤1 quarter
• Monthly churn <4%; net revenue retention ≥110%
• Instructor utilization ≥70% with peak fill rate ≥85%
• 10 employer pilots and 5 annual contracts within the first 12–18 months

Operations

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Key activities

1) Recruit, vet, and onboard certified instructors, then optimize schedules for peak remote‑work windows. Minimum credentials: Yoga Alliance RYT‑200, with preference for therapeutic or pain‑management training. Steps: sourcing, interviews, demo class, background check, platform training, and shadowed sessions. Build a national roster covering U.S. time zones, targeting 8:00–20:00 local availability and 20–45 minute session blocks. Implement smart scheduling that auto‑fills open slots and balances 1:1 versus small‑group demand. Resources: talent lead, instructor success manager, LMS content, background‑check vendor, calendar infrastructure, and payroll/contract management. Partnerships: training providers for CE credits and a staffing bench during surges. Goal: 90% slot fill rate and <5% no‑show across instructors by month six. Track utilization weekly and adjust supply dynamically targets.

2) Design, build, and maintain an intuitive interactive platform supporting assessments, bookings, payments, and live HD video with real‑time adjustments. Core modules include onboarding survey, contraindication screening, program builder, calendar, and instructor console for cueing and progress notes. Use WebRTC for low‑latency streams (<200 ms) and deploy autoscaling infrastructure with 99.5%+ uptime. Integrate secure payments, CRM, and analytics to track session outcomes. Resources: product manager, full‑stack engineer, QA, devops, and UX; vendors such as Twilio/Agora for video, Stripe for payments, and HubSpot for CRM. Implement accessibility (WCAG 2.1) and data privacy controls. Deliver 20–45 minute sessions consistently, with fallback links and support chat to resolve issues within three minutes. Publish uptime dashboard and incident postmortems monthly.

3) Conduct a structured initial assessment to align expectations, goals, and baseline ability, then translate findings into a tailored program. The intake covers objectives (relaxation, energy, flexibility, performance), pain areas, prior experience, equipment, schedule, and contraindications. Output includes target frequency, preferred session length (20–45 minutes), progression milestones, and recommended instructors. Teachers receive a concise profile and checklist to guide real‑time adjustments, with progress notes after each session. Resources: standardized questionnaires, scheduling tool, secure data storage, and instructor training on motivational interviewing. R&D: iterate assessment scoring using anonymized outcomes. Objective: reduce ramp‑up time to value to two sessions, and lift eight‑week retention by 15% versus generic class catalogs. Provide dashboards for clients and instructors to visualize progress.

4) Acquire remote and hybrid professionals through targeted digital channels while building an employer wellness pipeline. Tactics include paid search around “at‑home yoga,” LinkedIn targeting of WFH roles, referrals, and partnerships with HR platforms. Offer midday corporate blocks and attendance reporting to meet wellness program requirements adopted by 79% of large employers. Pilot with 3–5 employers, 50–150 employees each, using subsidized packages. Resources: growth lead, performance marketer, partnership manager, creative assets, CRM, and billing integrations. Measure CAC, conversion to paid after first session, and employer pilot conversion. Objective: CAC payback within three months and 30%+ utilization during business hours, anchoring predictable demand that stabilizes instructor schedules and raises lifetime value. Track ROI and renewal rates quarterly.

Key performance indicators (KPIs)

1) Session Fill Rate (SFR)

• Definition: percentage of available bookable instructor slots that are completed sessions within a period.
• Formula: completed sessions ÷ total published slots.
• Importance: Optimizes revenue per instructor hour, exposes supply‑demand imbalances by time zone, and influences profitability and customer wait times.
• Target: 85%+ by month six; 90%+ by month twelve.
• Collection: scheduling system logs all published slots, bookings, cancellations, and completed sessions; data warehouse aggregates daily by instructor, daypart, and format (1:1 versus small‑group).
• Action: adjust pricing, inventory, and staffing mix when SFR deviates ±5 points from target; trigger recruitment in under‑served dayparts and pause hiring if SFR exceeds 95% consistently.

2) First‑Session to Month‑2 Retention Rate

• Definition: share of new customers who complete at least four sessions and remain active 60 days after their first booking.
• Importance: Measures early fit for personalized programs and predicts lifetime value among remote professionals who prefer short, repeatable micro‑breaks.
• Target: 55%+ in month three, 65% by month twelve.
• Collection: cohort tables link signup date, session counts, cancellations, and billing status; exit surveys capture discontinuation reasons.
• Action: analyze by instructor, program type, and session length (20–45 minutes); deploy win‑back offers and schedule nudges on signals such as a missed week, declining satisfaction, or fewer corrective cues. Review monthly and iterate playbooks.

3) Instructor Utilization and Availability Index

• Definition: composite index combining instructor utilization (booked teaching time ÷ available time) and availability coverage (percentage of high‑demand windows with at least three instructors online per time zone).
• Importance: Balances profitability with customer convenience, addresses known scheduling constraints, and guides hiring and shift design.
• Targets: utilization 70–80% to prevent burnout; availability coverage 95% during 11:00–14:00 local Monday–Friday.
• Collection: scheduling and attendance logs, with demand forecasts from historical bookings by daypart.
• Action: adjust shift bidding, incentives, and dynamic pricing; create a surge pool for spikes; trigger recruitment when coverage falls below target for two consecutive weeks. Publish weekly dashboards to leadership.

4) Net Promoter Score (NPS) After Session 3

• Definition: Net Promoter Score (NPS) captured after a client’s third session, measuring willingness to recommend on a 0–10 scale.
• Importance: Early NPS predicts referrals and retention, and reflects perceived value of real‑time adjustments versus one‑way classes.
• Target: 60+ by month six, sustained above 65 thereafter.
• Collection: in‑app survey triggered post‑session three; qualitative comments tagged by theme (instructor, personalization, scheduling, technology).
• Action: close the loop within 72 hours on detractors; coach instructors using call‑outs from feedback; prioritize roadmap items that correlate with higher NPS (e.g., faster booking, progress dashboards); segment NPS by persona to refine messaging and offers. Review monthly trends.

5) Technical Success Rate and Latency

• Definition: proportion of sessions without critical technical issues (audio/video failure, disconnects >30 seconds) and median end‑to‑end latency during live instruction.
• Importance: Live personalization depends on stable, low‑latency video; failures directly erode satisfaction, refunds, and instructor productivity.
• Targets: Technical Success Rate ≥98.5%; median latency <200 ms; support resolution within three minutes.
• Collection: client‑side SDK telemetry, server logs, and post‑session surveys; incident tickets time‑stamped from open to resolution.
• Action: escalate patterns to vendors, auto‑reroute to backup providers, and proactively credit affected users; publish uptime and incident reports; instrument A/B tests on codecs or bitrates to improve robustness. Track weekly and resolve root‑causes.

Quality controls

1) Instructor credentialing and ongoing QA
Verify instructor credentials at onboarding (Yoga Alliance RYT‑200 minimum) with document checks and background screening. Require a demo class graded against a standardized rubric covering cue clarity, safety, and adaptability. Implement quarterly audits: one recorded session per instructor reviewed by a lead trainer, plus mandatory continuing education hours. Non‑conformities trigger coaching plans; repeated issues lead to schedule reduction or removal.

2) Safety and contraindication protocols
Embed a pre‑session health and goals checklist, including pain, injuries, pregnancy, and physician advisories, to flag contraindications. Instructors must document planned modifications and obtain verbal confirmation before progressing intensity. Provide clear escalation guidelines and stop‑rules. The platform stores profiles securely and surfaces alerts during booking. Quarterly drills simulate edge cases to test instructor responses and update protocols.

3) Technology reliability and support SLAs
Set platform SLAs: uptime 99.5%+, median latency under 200 ms, and support response within two minutes during 08:00–20:00 local. Implement synthetic monitoring across U.S. regions, auto‑switching to backup video providers on degradation. Maintain a live status page and incident postmortems. Offer immediate fallback via phone or audio‑only links, and proactively credit sessions impacted by technical failures.

4) Data privacy and compliance
Protect client data with encryption in transit and at rest, role‑based access, and least‑privilege policies. Adopt SOC 2‑aligned controls and CCPA‑compliant privacy notices; minimize sensitive health data collection to essentials for safe instruction. Log access and changes, and conduct quarterly access reviews. Provide data export and deletion on request. Train instructors and staff annually on privacy and security.

Implementation plan

1) Months 0–3: Build MVP with onboarding assessment, scheduling, payments, and live video. Resources: product manager, full‑stack engineer, UX designer, QA; vendors Twilio/Agora and Stripe. Deliverables: working WebRTC sessions, booking flows, support chat, analytics baseline, privacy policy. Milestone: closed alpha with 20 internal testers; uptime ≥99.0%, latency <250 ms, documented runbooks.

2) Months 2–4: Recruit 25 certified instructors (Yoga Alliance RYT‑200+), covering Eastern to Pacific time zones. Resources: talent lead, instructor success manager, LMS, background checks. Deliverables: vetted roster, training on platform and safety protocols, standardized rubrics. Milestone: 80% of core dayparts staffed; demo sessions completed; no‑show policy signed. QA audits scheduled.

3) Months 3–5: Run closed beta with 100 remote professionals recruited via ads and referrals. Resources: growth lead, support agent, budget for incentives. Deliverables: assessment‑driven programs, 20–45 minute sessions, feedback loops, NPS after session three. Milestone: 250+ completed sessions, Technical Success Rate ≥98%, retention ≥55% at day 60. SFR ≥85% achieved.

4) Months 5–8: Launch paid plans; scale acquisition in remote‑work metros; initiate 3–5 employer pilots with midday blocks and reporting. Resources: performance marketer, partnership manager, creative budget, CRM. Deliverables: pricing pages, HR collateral, dashboards. Milestone: 500 paying users, CAC payback ≤3 months, two pilots converted to six‑month contracts. Employer NPS ≥60.

5) Months 6–12: Expand to 60–100 instructors; add progress dashboards and optional AI‑assisted form cues; strengthen reliability. Resources: engineering, data analyst, instructor success, budget for incentives and QA. Deliverables: analytics suite, surge staffing pool, status page, improved scheduling. Milestone: run‑rate revenue >$3M ARR trajectory, SFR ≥90%, availability coverage 95%. Instructor NPS.

Technology Selection

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1) Low-latency interactive video

Low-latency two-way video using WebRTC with an SFU (mediasoup or Janus) powers live, personalized sessions. Adaptive bitrate, TURN, and edge CDNs target sub‑250 ms glass‑to‑glass latency and stable 720p on home Wi‑Fi. A WebGL overlay renders cues, timers, and instructor annotations in real time.

• Advantages: studio-level interaction and instant adjustments.
• Drawbacks: DevOps complexity, bandwidth sensitivity, and constant monitoring needs.
• Integration: custom web and mobile clients backed by a scalable cloud media tier and observability stack.

2) AI posture detection and progress analytics

AI-assisted posture detection uses on-device pose estimation (e.g., MediaPipe) to infer joint angles and range of motion, while cloud models learn progression trends. Instructors receive live cues and risk flags; clients see goal tracking for relaxation, energy, flexibility, or performance.

• Advantages: measurable outcomes, safer practice, and tailored plans that raise retention.
• Drawbacks: model bias, edge-case inaccuracies, and R&D cost.
• Integration: SDKs embedded in apps, with opt-in video analysis, telemetry, and a SOC 2–aligned data pipeline.

3) Service orchestration (scheduling, payments, workforce)

Service orchestration combines scheduling, payments, and instructor workforce management. Calendar APIs and rule‑based routing match WFH micro‑break windows with certified instructor availability; Stripe supports transparent monthly billing and flexible bundles, avoiding 4‑week cycle friction. A utilization engine balances 1:1 and small‑group sessions.

• Advantages: higher fill rates, reduced no‑shows, and predictable revenue.
• Drawbacks: dependency on third‑party APIs and policy changes.
• Integration: a microservice layer with webhooks, payout automation, employer SSO, and HR reporting for wellness programs.

Expected Technology Contribution

The stack is designed to convert, retain, and scale. Two-way video and assessment-led onboarding are expected to lift trial-to-paid conversion by 20–30% versus one‑way streams, while sub‑250 ms latency supports a 15% improvement in session completion. AI posture feedback and progress analytics target a 10–15% reduction in 90‑day churn by making gains visible for relaxation, energy, flexibility, or performance, including users managing pain.

Orchestration improves instructor utilization by 15–20% through rules that prioritize 20–45‑minute WFH windows and small‑group mixes, supporting up to ~96,000 live sessions/year with 100 instructors. B2B capabilities (SSO, reporting) aim to reduce blended CAC by 20% via employer pilots and stipends. Risks include model inaccuracies, third‑party API changes, and higher operational complexity; mitigations are human‑in‑the‑loop overrides, vendor redundancy, and SLOs (99.9% uptime, <1% failed joins).

Technology Requirements

• Client applications: Responsive web app (React) and mobile apps (React Native) with camera/mic access, calendar sync, push notifications, and accessibility compliance (WCAG 2.1 AA).
• Media infrastructure: WebRTC SFU cluster, TURN servers, edge CDN, real-time QoS monitoring, and fallback profiles for low bandwidth.
• AI layer: On-device pose SDK, cloud training pipeline, feature store, model registry, and privacy controls (opt-in, local processing by default).
• Data and analytics: Event pipeline (segment/ETL), warehouse (Snowflake/BigQuery), BI dashboards for cohort, retention, and employer reporting; SOC 2–aligned controls and encryption at rest/in transit.
• Orchestration services: Scheduling engine, queueing and routing, Stripe payments/payouts, tax and 1099 support for instructors, no‑show/late-cancel logic.
• B2B capabilities: Employer SSO (SAML/OIDC), roster sync (SCIM), utilization and outcomes reporting, configurable privacy guardrails.
• Observability and security: Centralized logging, metrics, alerting (MTTD <5 min, MTTR <30 min), WAF, secrets management, vulnerability scanning, and disaster recovery (RTO 4 hours, RPO 1 hour).
• Content and support: Knowledge base, in‑app chat, and an instructor LMS for onboarding/QA.

Technology Implementation

• Phase 0–2 months: Architecture, UX prototypes, and vendor selection (media SDK, payments, analytics).

  Resources: product manager, UX designer, lead engineer, video/VoIP specialist.

  Deliverables: clickable prototype, security plan, data schema.

• Phase 3–4 months: MVP build of WebRTC sessions, basic scheduling, Stripe checkout, assessment flow, and analytics events.

  Resources: 2–3 full‑stack engineers, QA, DevOps.

  Milestone: internal alpha with 10 instructors, 50 test users.

• Phase 5–6 months: AI posture beta (on-device), instructor dashboard cues, reliability hardening, and incident runbooks.

  Milestone: private beta (300 users), 99.5% uptime, failed join rate <2%.

• Phase 7–9 months: B2B portal, SSO, HR reporting, payout automation, and utilization routing.

  Milestone: 3–5 employer pilots; NPS ≥50.

• Phase 10–12 months: Scale testing (1,000 concurrent sessions), small‑group rooms, churn‑reduction CRM journeys, and security audit for SOC 2 readiness. Launch GA.

Technology Management

• Development lifecycle: Two‑week sprints with roadmap OKRs; CI/CD with staged rollouts and feature flags.
• Reliability: SLOs per service; real-time dashboards for join success, latency, and crash rates; on‑call rotation and post‑mortems.
• Data governance: Access least-privilege, PII catalog, retention policies, and quarterly privacy reviews; DPIAs for new features.
• Model governance: Versioned models, offline/online evaluation, bias tests, and human-in-the-loop escalation for risky cues.
• Security and compliance: Quarterly pen tests, dependency patch SLAs, secrets rotation, and vendor risk assessments.
• Instructor quality: Ongoing calibration audits using anonymized clips (opt‑in), curriculum updates, and coaching playbooks.
• Feedback loop: In‑app CSAT/NPS, employer feedback reviews, and rapid iteration on top detractors.

Digital Strategy

1) Demand generation around WFH micro-breaks

• Objective: profitably acquire remote and hybrid professionals who value 20–45‑minute wellness breaks.
• Tactics: SEO for “midday yoga,” “work from home stretch,” and pain‑management terms; SEM in remote‑work metros; LinkedIn targeting for job functions with high WFH prevalence; creator partnerships demonstrating real‑time adjustments.
• Measurement: CAC by channel, first‑session rate within 72 hours, and assisted conversions from content.
• Resources: growth lead, content writer, performance marketer, $15–30k/month test budget, and analytics stack with UTM discipline and cohort dashboards.

2) Product-led conversion and transparent billing

• Objective: raise trial-to-paid conversion to 35%+ with clear value and no billing surprises.
• Tactics: assessment-led onboarding that produces a bespoke 4‑week plan; live sampler sessions scheduled directly from calendar embeds; transparent monthly billing (no 4‑week cycles), money‑back first month, and social proof from certified instructors. A/B tests on plan naming, price anchoring, and time-to-first-session.
• Resources: product manager, UX researcher, full‑stack engineer, and CRO specialist; success metrics include time-to-booking <10 minutes, checkout drop-off <35%, and refund rates <3%.

3) Retention through personalized programming and AI nudges

• Objective: achieve 90‑day retention ≥55% by sustaining habit loops.
• Tactics: dynamic plans that adapt weekly based on attendance, RPE (rate of perceived exertion), and AI posture insights; calendar-reserved micro‑break slots; streaks and outcome trackers for flexibility, energy, and pain relief; personalized reminders across email, push, and SMS timed to each user’s work rhythm.
• Resources: lifecycle marketer, data scientist, and CRM tooling; KPIs include session frequency ≥2.5/week, program completion ≥60%, churn reduction 10–15%, and NPS ≥55.

4) Employer channel digitization

• Objective: secure 10–15 employer pilots and convert 50% to annual contracts.
• Tactics: dedicated HR portal with SSO, roster sync (SCIM), utilization/outcomes reporting, and privacy controls; co‑branded enrollment pages; midday class blocks mapped to time zones; stipend integration and eligibility checks. Digital sales assets include ROI calculators (reduced musculoskeletal discomfort, productivity uplift) and one‑click calendar distribution.
• Resources: B2B product manager, solutions engineer, and sales enablement.
• KPIs: cost-per-enrolled employee, utilization ≥35% monthly active, and renewal intent (CSAT ≥4.5/5).

5) Integrations, partnerships, and emerging formats

• Objective: expand reach and stickiness via ecosystem plays without diluting the live‑instructor core.
• Tactics: calendar integrations (Google/Microsoft) for one‑click booking; Apple Health/Google Fit data import to personalize energy and recovery recommendations; listings on wellness marketplaces (benefits platforms) to tap employer stipends; limited XR beta for tech-forward cohorts to simulate studio presence.
• Resources: BD manager, partner engineer, and compliance review.
• KPIs: partner‑sourced sign‑ups ≥15%, integration usage ≥40% of actives, and XR beta retention parity with non‑XR users before broader rollout.

Management

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Management structure

Ownership and hierarchy reflect a lean, pre‑launch model. Gabriel Joubert is the sole owner and serves as Founder & Head of Instruction, responsible for pedagogy, curriculum standards, safety protocols, and instructor evaluation. Day‑to‑day operations (scheduling, customer support, and service quality) are centralized under an Operations function led by the founder until scale warrants a dedicated Operations Coordinator. Certified yoga instructors form the delivery layer, providing live, personalized sessions and documenting outcomes after each class. A part‑time Customer Success Coordinator manages onboarding, retention, and feedback loops. Product and engineering are initially executed via an outsourced development partner overseen by a fractional Product Lead to maintain roadmap discipline and platform reliability. Finance (bookkeeping and payroll) and legal/compliance are handled by specialized external firms. Clear accountability matrices define who decides, who contributes, and who executes for each process, ensuring that pedagogy, service delivery, and platform reliability remain tightly aligned with client outcomes metrics.

Decision‑making process

Decisions follow a data‑driven, RACI‑based cadence suited to a lean team (1 FTE founder, 1 part‑time coordinator, and an initial pool of 10–20 certified instructors). The founder holds final authority on P&L, pricing, hiring, and strategic partnerships. The Operations function owns scheduling, service levels, and incident response within predefined thresholds; the fractional Product Lead prioritizes sprints and platform reliability; Customer Success resolves policy exceptions and escalates systemic issues. Weekly leadership stand‑ups review KPIs: instructor fill rate (>95% core hours), average session rating (≥4.7/5), churn (<3%/mo), NPS (≥50), and on‑time session start (>98%). Quarterly OKRs guide resource allocation. Decisions are documented in Notion with owners and deadlines, then communicated via Slack announcements and a 20‑minute biweekly all‑hands for instructors. Change logs and dashboards ensure transparency and rapid feedback from the distributed workforce.

Human resources management

• Founder & Head of Instruction: Sets pedagogy, safety standards, curriculum, and instructor QA. Experience: 5+ years teaching; advanced certifications (RYT‑500), proven pedagogy skills.
• Lead Yoga Instructor (contract): Coaches instructors, audits sessions, leads advanced programs. Experience: RYT‑500, 3–5 years, anatomy training; CPR/ First Aid.
• Certified Yoga Instructors (contract): Deliver live 1:1 and small‑group sessions; document goals and progress. Experience: RYT‑200 minimum, 2+ years (including remote), strong camera/mic setup.
• Operations & Scheduling Coordinator (part‑time): Manages rosters, availability, SLAs, and incident response. Experience: 2–4 years ops/support; tools: Calendly/Zoom; U.S. time‑zone coverage.
• Customer Success Coordinator (part‑time): Onboards clients, tracks NPS/retention, handles policy exceptions. Experience: 2+ years CS; de‑escalation and HIPAA‑adjacent privacy awareness.
• Fractional Product Lead (contract): Owns roadmap, usability, analytics, and vendor management. Experience: 5+ years SaaS/EdTech; SQL literacy; accessibility standards.
• Bookkeeping/Compliance (outsourced): Manages invoicing, payouts, 1099/W‑9, insurance, and basic contracts. Experience: accredited bookkeeping; familiarity with U.S. labor/tax norms. General liability and cyber coverage.

Recruitment

Recruitment will prioritize certified instructors and lean operations talent. Channels: Yoga Alliance job board, LinkedIn, Indeed, Welltodo, industry Slack groups, and targeted referrals from teacher‑training schools. Selection criteria include certification (RYT‑200/500), 2+ years teaching, camera/microphone quality, 25+ Mbps internet, availability during U.S. business hours, client empathy, and clean reference/background checks. Process: application and resume screening; skills questionnaire; 15‑minute live audition class assessed on cueing, safety, and personalization; panel interview (Founder + CS); reference checks; paid trial session; decision within five business days. For non‑teaching roles, a work sample test and analytics case validate problem‑solving and data literacy and communication skills.

Employee training and development

Employee development centers on safe, personalized outcomes and consistent delivery. Onboarding includes a standards handbook, 6 hours of platform training, and a shadow‑to‑solo path: observe two sessions, co‑teach one, then lead a paid trial. Monthly micro‑learning (20–30 minutes) covers anatomy, pain‑aware modifications, and remote‑teaching best practices. Recorded sessions (with client consent) receive rubric‑based reviews and AI‑assisted form insights to refine cueing and pacing. Quarterly workshops develop program design for relaxation, energy, flexibility, and performance goals. Measured outcomes: average session rating ≥4.7/5, 8‑week client adherence ≥60%, on‑time starts ≥98%, and zero injury incidents. Completion of LMS modules (≥90%) and improved pre/post mobility or pain‑scale scores validate effectiveness and inform individualized coaching plans. Managers review dashboards monthly and assign targeted coaching sprints with milestones and quarterly reviews.

Corporate social responsibility (CSR) policy

The corporate responsibility policy aligns wellbeing outcomes with ethical, inclusive, and low‑impact operations. Commitments:

• Access: Allocate 1% of annual session capacity to scholarships for low‑income clients or individuals managing pain, in partnership with community nonprofits and employer ERGs.
• Inclusion: Recruit and mentor a diverse instructor network, targeting ≥40% from underrepresented groups within two years; require inclusive‑language training and trauma‑informed teaching modules.
• Worker wellbeing: Fair, transparent pay bands for instructors, on‑time payouts, optional mental‑health days, and ergonomic guidance for home teaching setups.
• Data privacy: Minimize data collection, honor opt‑in consents for recordings, and maintain security baselines (MFA, encryption in transit/at rest).
• Environment: A virtual‑first model eliminates commuting to studios, avoiding emissions from typical 6–10 mile round trips. Goals: source cloud workloads from renewable‑backed regions by Year 2, publish an annual carbon estimate, and offset residuals through verified projects. Digital sustainability practices include efficient streaming defaults and device‑agnostic access to extend hardware life.

Community contribution is measured via donated sessions, volunteer instructor hours, and client outcomes (e.g., pain‑scale reductions). Governance: a semiannual CSR report reviews KPIs, stakeholder feedback, and improvement actions, ensuring accountability and continuous progress. Targets are reviewed annually and aligned to stakeholder materiality and ESG priorities.

Growth Strategy

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Market Development

Short term (0–12 months), the company will launch in remote‑work hubs across the U.S., in priority metros, targeting women 18–44 and professionals practicing at home. It will acquire users through paid social, LinkedIn targeting, SEO around pain‑relief yoga, and transparent monthly billing (no 4‑week cycles). It will offer 7‑day trials, referral credits, and 20–45‑minute live sessions aligned to mid‑day micro‑breaks.

Medium term (12–36 months), it will layer a B2B channel by piloting with employers that fund wellness, aiming for 5–10 corporate pilots and 10–15% of bookings during business hours. It will scale instructor supply to cover peak demand windows and reach a 0.3% U.S. SAM capture in year 3.

Long term (36+ months), it will expand partnerships, add wellness stipends, and XR modules. Targets include CAC/LTV ≥ 1:3, 60% month‑4 retention, and 25% referrals, supporting 0.5–0.6% SAM by year 5.

Product Development

Short term (0–12 months), the company will deliver a live platform optimized for 1:1 and small‑group sessions, anchored by a structured intake that maps goals to relaxation, energy, flexibility, or performance tracks. It will standardize 20, 30, and 45‑minute formats, provide real‑time adjustments, and implement instructor QA and training to ensure consistent outcomes in peak mid‑day windows.

Medium term (12–36 months), it will introduce AI‑assisted form cues and progress dashboards that quantify flexibility gains, pain reduction self‑reports, and adherence. It will add coach matching, waitlist auto‑fill to reduce schedule gaps, and protocol libraries for needs (e.g., low‑back discomfort). It will launch a corporate admin portal with usage reporting, privacy controls, and enterprise SSO to support employer pilots.

Long term (36+ months), it will offer XR “studio feel” modules, integrate wearables (Apple Health, Fitbit), build a consent‑based on‑demand library, expand into breathwork and meditation, and forecast instructor coverage with utilization analytics.

Partnerships

Priority partnerships will focus on credibility and distribution. Short term, it will collaborate with large U.S. employers and benefits brokers to run mid‑day yoga pilots; with 79% of large firms offering wellness, this channel lowers CAC and stabilizes utilization. It will onboard to wellness marketplaces, streamlining reimbursement and eligibility checks.

Medium term, it will establish referral pathways with physical therapy and musculoskeletal clinics for managing pain, and develop protocols. It will integrate with wearable ecosystems and remote‑work communities to reach tech‑forward cohorts.

Long term, it will pursue HR networks nationwide and employee assistance programs, plus data‑driven co‑marketing. Targets: 5–10 employer pilots in 12 months, two benefits marketplace integrations within 18 months, and 10–15 referral agreements generating 15% of new bookings.

Risks and Mitigation

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1) Instructor Capacity and Peak-Demand Scheduling

• Risk: The model depends on certified instructors to deliver real-time adjustments. Pre‑launch, supply constraints and midday peak demand (11:30 a.m.–2:00 p.m. local, aligned with WFH micro‑breaks and ~21–25% at‑home workdays) can create waitlists, missed SLAs, and churn. Rapid scale-up to reach a 0.3%–0.6% SAM capture in 3–5 years risks diluting quality if onboarding outpaces training and QA.
• Mitigation: Build a bench 3x peak concurrent need; stagger shifts across U.S. time zones. Blend 1:1 with capped micro‑groups (3–5) to triple throughput without losing personalization. Implement dynamic pricing by daypart. Establish an in‑house certification/onboarding pipeline with audits; target 70–80% instructor utilization, <5% same‑day cancellations, and >95% on‑time session start.

2) Price Pressure and Commoditization in a Crowded Field

• Risk: Low-cost alternatives anchor expectations (e.g., unlimited group classes ≈ $30/month; 1:1 priced “< $20/hour”; mainstream fitness apps at $16–$29/month). This environment can compress willingness to pay for premium live personalization, slowing conversion among average‑income remote professionals and jeopardizing the $3–$8M 3–5 year SOM revenue path.
• Mitigation: Differentiate on outcomes, not content volume—assessment‑driven plans with measurable progress at 4–8 weeks (flexibility, energy, pain‑related goals for the 28.8% using yoga for pain). Offer 20–45‑minute micro‑sessions and small‑group coaching at $15–$25/person to defend unit economics. Bundle programs + live sessions; introduce employer‑subsidized tiers. Targets: CAC payback < 3 months; referral share > 25%; churn < 3% monthly.

3) Customer Acquisition Volatility and Overreliance on DTC

• Risk: The U.S. virtual fitness market (~$7.5B) is noisy; paid acquisition costs can spike with algorithm changes. If hybrid/WFH utilization shifts or weekday daytime inventory goes underused, DTC alone may not sustain the planned 0.3%–0.6% SAM capture, elongating time to a $5–$8M run‑rate.
• Mitigation: Develop a B2B2C engine leveraging that 79% of large employers fund wellness. Package 6–12‑week midday pilots with privacy‑aligned reporting and utilization SLAs, targeting remote‑work metros. Set pipeline goals (e.g., 10 qualified HR demos/quarter; 3 pilots/quarter; 50% pilot‑to‑renewal). Pair with lifecycle retention: assessment baselines, progress dashboards, and AI‑assisted form cues. North Star metrics: employer‑sourced revenue ≥ 35%, 3‑month retention ≥ 80%, and LTV:CAC ≥ 3:1.

About

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Company mission

The problem

Busy remote and hybrid professionals struggle to fit safe, effective yoga into their day. One‑way livestreams and large on‑demand libraries rarely provide real‑time posture correction, slowing progress and raising injury risk—especially for the 28.8% of U.S. yoga users who practice to manage pain. Commute time further discourages consistency, even as roughly 21–25% of paid workdays now occur at home.

The mission

Bring wellness and serenity directly to clients with fully personalized, at‑home yoga that delivers measurable results in the shortest possible time. Certified instructors guide 20–45‑minute live sessions, adjust form and intensity in real time, and build programs aligned to specific goals—relaxation, energy, flexibility, or performance—so practice fits seamlessly into daily routines.

Why it’s different

• Real-time personalization vs. standardized classes: Live 1:1 and small‑group formats deliver immediate feedback and on‑the‑spot modifications that most one‑way streaming platforms cannot match—improving safety and accelerating results.
• Designed for remote work rhythms: Scheduling and session lengths are purpose‑built for mid‑day “micro‑breaks,” eliminating commute friction and boosting adherence.
• Assessment‑driven programs: Each client completes an initial assessment to translate goals into a structured plan and progression signals, reducing trial‑and‑error and wasted sessions.
• Employer‑ready packaging: The approach aligns with the 79% of large U.S. employers that fund wellness programs, enabling B2B pilots that reduce customer acquisition cost and subsidize employee participation.

Measurable objectives (3–5 years)

• Market capture aligned to plan: 0.3%–0.6% of the U.S. serviceable online yoga market, translating to an annualized run‑rate of approximately $3M–$8M.
• Capacity build-out: Scale to about 100 certified instructors delivering ~96,000 live sessions/year (20 sessions/week × 48 weeks), supported by personalized program upsells and corporate contracts.

Company values

Personalized well‑being

Every client’s goals, constraints, and context drive the program design. Live adjustments ensure the right intensity and modifications in the moment, improving outcomes and satisfaction.

Evidence‑led progress

Programming reflects participation patterns in yoga and the persistence of hybrid work, focusing on short, frequent sessions that fit real calendars and drive adherence.

Accessibility and convenience

At‑home delivery removes commute barriers and makes wellness practical during the workday, especially for professionals balancing competing priorities.

Instructor excellence

Certified teachers and a pedagogy‑first approach emphasize safety, clear cueing, and structured progression.

Team

Gabriel Joubert — Founder

• Role: Leads program design and instructional standards; oversees instructor onboarding and training; guides product decisions to ensure live sessions deliver measurable outcomes for clients.
• What he brings: Mastery of yoga techniques and strong pedagogy, enabling precise form correction, personalized modifications, and clear progression frameworks across relaxation, energy, flexibility, and performance goals.
• Core competencies: Technique mastery; teaching and coaching; curriculum design for 1:1 and small‑group formats; client assessment and goal translation.

Collective capabilities

The team’s core strength is delivering a highly personalized client experience that enhances satisfaction and fosters loyalty. As the instructor network scales, operational focus remains on maintaining real‑time feedback quality, scheduling reliability for remote‑work windows, and consistent program outcomes across clients in the United States.