Dirty Yoga: Boerum Hill pair grow paid subscription video series

It’s an online subscription yoga video series coming out of Boerum Hill called Dirty Yoga.

The guiding assumption for Dirty Yoga is that busy people who want to do yoga but can’t get to yoga classes will appreciate a curated, structured set of videos crafted toward a specific goal. So, they have various packages their customers can use, such as strength, flexibility and butts.

Subscribe to Dirty Yoga here if you’d like to do yoga at home. It’s $20 per month for all access. Or you can take the “Prep” deal, for a set of classes for absolute beginners. Subscribers get access to new videos every week.

“Dirty Yoga is designed for people who don’t have time to practice yoga conventionally. It stands to reason that those people also don’t have the time to search for and create a yoga practice for themselves out of free content on the Internet,” Susi Rajah, one of the two cofounders told Technically Brooklyn via email.

Dirty Yoga gave Technically Brooklyn a free guest membership and we had a look around. The videos show the one instructor doing all the videos, cofounder Jess Gronholm, who can appear to be floating in white space.

Gronholm is shot at multiple angles while practicing in a studio in Williamsburg. While they don’t host the videos on their own service, Rajah told Technically Brooklyn that they do edit the videos in house, because they want to be sure Gronholm is shown at the right angle at the right times in the practice. They also appear to have opted to leave music out of their videos.

One thing you may notice as you tour around the site is that there are a number of notable shoutouts to guys. The founders explained that they know that many men are turned off by yoga, so they just want to give men a bit more encouragement to try it out.

In terms of real revenue growth, though, they are looking at institutional partnerships, such as corporate wellness programs. Rajah explained that they have some discussions underway in that direction already.

Rajah and Gronholm are the only two full time workers on the project now, with others taking part part time. Dirty Yoga is bootstrapped so far, by choice. As we noted in a recent post, funding comes with costs and they want to keep full control for now. The team works from Boerum Hill.