Business Name: Sign in to view listing at https://fih.com/listing/9506824
Business Website: Sign in to view listing at https://fih.com/listing/9506824
Business Start Date: 2013
Business Location: UK and Finland
Business Valuation: Open to Offers - Bidding Deadline 06/30/2026
Employee Number (Inc. Owners): 3
Business Model: B2C subscription platform and B2B content distribution partnerships
Industry: Digital Wellbeing / Online Fitness & Mindfulness Platform
Percentage Being Sold: 100%
Sales (TTM): €474,467.00
Net Profit (TTM EBITDA): €50,689.00
Business Multiple (TTM Revenue): 1x
Business Multiple (TTM EBITDA): 9.37x
Social Media Followers: 70K+
Paying Clients (TTM): 10,940+ premium members
Traffic (TTM): 240K+ Active Users | 1.5M+ Views
Tag Line: 12+ year-old global wellbeing platform delivering live and on-demand yoga, fitness, pilates and mindfulness content to consumers and partners.

____________________________________________

Executive Summary

The business is a 12-year-old global digital wellbeing platform offering subscription-based yoga, fitness, pilates, and mindfulness programs through live and on-demand video and audio classes.

The platform combines consumer subscriptions with high-margin B2B distribution partnerships, generating approximately €474k annual recurring revenue from over 11,000 consumer members and multiple corporate wellness partners.

The business operates with a lean team of three employees and a scalable technology platform capable of delivering digital wellness content globally.

The opportunity is to acquire 100% of the platform as a turnkey business, including technology, brand, customer base, partnerships, and operational team, at approximately 1× revenue, and scale the platform through marketing expansion and additional B2B distribution.

Company Overview

The business was founded in Finland in 2013 to make high-quality yoga and wellbeing practices accessible online.

Since launch, the company has evolved into a global digital platform offering:

• Live and on-demand wellness classes

• Structured wellbeing programs

• Subscription-based consumer access

• Corporate wellness content partnerships

Classes are produced through broadcast studios in the United Kingdom and Finland and delivered digitally to users worldwide.

The platform continuously produces dozens of new classes weekly, expanding its content library across multiple wellness disciplines.

Investment Highlights

• 12-year operating history

• €474k ARR subscription revenue

• 11k+ paying members

• Lean team of three employees

• Proven LTV:CAC economics

• High-margin B2B partnerships

• Strong retention and engagement

• Global digital wellness market exposure

• Scalable platform ready for growth

Products and Services

The business provides a comprehensive digital wellness experience through:

1. Live Classes
   Real instructors broadcast live yoga and wellness sessions.

2. On-Demand Classes
   Recorded classes become available shortly after live broadcast.

3. Audio and Video Content
   Content formats include guided sessions, mindfulness programs, and fitness routines.

4. Wellness Programs
   Structured programs help users maintain consistent wellness routines.

Content Categories

• Yoga

• Fitness

• Pilates

• Mindfulness

• Mobility and stress recovery exercises

Market Position

The business operates within the global digital wellness and mental wellbeing market, specifically in the mind-body and stress recovery segment of the consumer wellness industry.

The global wellness economy reached approximately $6.8 trillion in 2024 and is projected to grow to nearly $9.8 trillion by 2029, driven by rising stress levels, increased mental health awareness, and demand for accessible self-care solutions.

The platform differentiates itself by combining:

• Human-led instruction

• Digital accessibility

• Subscription wellness programs

Unlike purely automated fitness apps, the platform provides classes guided by real teachers, which contributes to strong engagement and retention.

Customer Base

The business serves a global consumer audience seeking tools for daily wellbeing and stress recovery.

Direct Consumer Members

• Over 11,000 premium members

• Larger base of free users interacting via email, apps, and web content

Customer Acquisition

Primary channels include:

• Website and apps

• Content marketing

• CRM-driven email marketing

• Word-of-mouth referrals

• Partnerships and affiliates

Average metrics:

• Customer Acquisition Cost (CAC): ~€48

• Customer Lifetime Value (LTV): ~€216

• LTV:CAC ratio: ~4.5

The platform converts approximately:

• 86 new paying members per month

• 177 reactivated returning members per month

Customer Retention

Customer retention demonstrates strong engagement.

Retention data indicates:

• 28% of paying members remain after 1 year

• 20% after 2 years

• 15% after 3 years

• ~10% remain active after 5 years

• ~6% remain active after 10 years

Long-term engagement supports stable subscription revenue.

Revenue Model

The business operates through two primary recurring revenue engines.

B2C Subscription Model

Consumers subscribe to access the wellness content library.

Features include:

• Multiple pricing tiers

• Short-term subscriptions

• Discounted long-term plans

Average consumer LTV: ~€216.

B2B Distribution Partnerships

The business distributes content through corporate wellness and fitness platforms.

Partnership models include:

Access Partnerships

• Partners provide platform access to their users.

Content Partnerships

• The content is integrated into partner platforms.

These partnerships typically operate under multi-year relationships (5+ years).

Financial Overview

Annual Revenue: €474.5k ARR

Profitability

• Net profit (SDE): €50.7k

• EBITDA margin: ~10%

EBITDA margin exceeded 15% in 2024, demonstrating platform scalability.

Revenue decline in recent years reflects reduced marketing investment, not declining demand.

The business maintains strong unit economics with LTV:CAC ratios enabling scalable marketing.

Traffic & Online Presence

• Annual website traffic: 241,770 users

• Backlinks: 16,000

• Referring domains: 619

• Ranking keywords: 645

• Domain authority score: 43–46

Social media presence:

• Facebook: 46.9k English followers

• Facebook: 17.7k Finnish followers

• Instagram: 8.2k followers

Technology Infrastructure

The business operates on a cloud-based technology stack.

Key infrastructure includes:

• AWS cloud hosting

• Proprietary software platform

• Vonage (live class communication)

• Mixpanel (analytics)

• Mailchimp (CRM and lifecycle marketing)

Payment infrastructure:

• Stripe

• Apple App Store

• Google Play Store

Operations

The business operates with a lean, highly automated structure.

Content Production

Live classes broadcast from studios in the United Kingdom and Finland.

Teachers operate the broadcasting system independently.

Content Processing

After each live session:

• Recording is automatically converted to on-demand content

• AI-generated multilingual audio tracks are created

Platform Delivery

Users access the service via:

• Web browser

• Mobile apps

• Partner platforms

This unified infrastructure allows the same content to serve both B2C and B2B users.

Team

The business operates with a core team of three employees.

CEO

Responsibilities include:

• Marketing

• Business development

• Financial management

• Strategy

• Product direction

CTO

Responsible for:

• Platform development

• Technology infrastructure

• Technical implementation

Operations Manager

Responsible for:

• Content strategy

• Instructor management

• Marketing execution

• Customer support coordination

The team works remotely from Finland.

Subcontractors include yoga instructors and support staff.

All core employees are minority shareholders and open to continuing under new ownership.

Marketing Strategy

The company’s growth strategy emphasizes efficient acquisition.

Primary channels include:

• Content marketing

• Email marketing

• Word-of-mouth referrals

• SEO

• Affiliate partnerships

• Strategic marketing collaborations

Paid advertising has historically been limited.

Marketing partnerships allow additional customer acquisition through revenue-share arrangements.

Main Expenses

The business operates with a lean cost structure.

Major Expense Categories

COGS: Teacher compensation and studio rental

Staff Costs: Salaries of core team and subcontracted roles

Marketing: CRM infrastructure and affiliate partnerships

Technology: Cloud hosting and software tools

Administrative: Legal, insurance, and accounting services

Because the platform is digital, the business has minimal physical overhead.

Growth Opportunities

The business presents several growth opportunities.

• Marketing Expansion: The B2C subscription engine can scale with increased marketing investment.

• B2B Distribution Expansion: Additional corporate wellness partnerships could significantly increase reach.

• International Expansion: AI-powered dubbing enables entry into new language markets.

• Pricing Optimization: Refining subscription packages could increase customer lifetime value.

Assets Included in the Sale

The transaction includes:

• Brand and intellectual property

• Domain and website

• Proprietary software platform

• iOS and Android mobile applications

• Customer database

• Email subscriber lists

• Content library and programs

• Social media accounts

• Partner agreements

• Employee contracts

• Payment and monetization accounts

• Distribution agreements

Debt and Restructuring Status

The business currently has debt originating from a Finnish government-backed financing program used to support international expansion.

The company entered a formal restructuring process in Finland, establishing a structured repayment plan with creditors.

The restructuring:

• Does not affect operations

• Does not impact customer relationships

• Allows normal business operations

Any transaction would be coordinated with the restructuring supervisor to ensure compliance.

Ideal Buyer Profile

The business is particularly suited for:

• Digital wellness platforms

• Fitness apps

• Corporate wellness providers

• Media platforms

• Health and lifestyle brands

A strategic buyer with an existing audience could rapidly scale the platform through expanded distribution.

Private equity investors may also find the business attractive due to its profitable operations and scalable subscription model.

Reason for Sale

The owners have successfully built the business into a proven digital wellness platform.

However, unlocking the next stage of growth would require greater marketing investment and distribution capabilities.

The owners believe the business is best positioned for expansion under a new owner with access to a larger audience or stronger marketing infrastructure.

Members of the current team are open to continuing with the company post-transaction to support a smooth transition.

Transaction Structure

Offering: 100% acquisition of the business

Valuation: Approximately 1× revenue

The transaction includes all operational assets required to continue operating and scaling the platform.