On Wednesday, music-driven premium yoga brand Y7 Studio launched a recent digital platform as a way to determine its overall omnichannel approach. 

The brand new platform integrates synced music into all classes, as a part of a partnership with Universal Music Group. This may mark the primary digital yoga platform with synced music implemented into each class. Through the app, users can go for a digital-only or omnichannel membership if in addition they plan to go to studios in-person. 

Y7 Studio now has six locations across Recent York and Los Angeles and is best known for its infrared heated yoga classes with highly curated playlists. With this recent digital platform, the brand plans to expand its reach and clientele outside of its yoga studios.

After being forced to shut down studios in the course of the COVID-19 pandemic, Y7 Studio founder Sarah Larson Levey began brainstorming the brand’s future business strategy, she said.

“This whole shutdown really forced us to sit down back and think, ‘What is actually a scalable approach to grow, a sustainable approach to grow and to achieve our community and clients,’” said Larson Levey. “We actually began to take into consideration how are we still connecting with this community and our clients through every phase of their lives. This platform is actually designed with our client in mind and designed to maintain our clients and community connected throughout your complete lifecycle of their practice… What we actually desired to do was create this hybrid model and memberships.” 

Larson Levey noted that coming out of the pandemic, members who previously attended 4 to 5 classes per week now attend two to 3. This recent hybrid model is a approach to meet the buyer where they’re and make understanding more convenient, she said.

Y7 is understood for its upbeat music, and Larson Levey said the partnership with Universal Music Group was key to bringing that element of the category experience to a digital platform. 

“Y7’s concentrate on using music to maneuver bodies and culture aligns with UMG’s wider goal of delivering more ways for our music to assist improve physical and mental health,” said Universal Music Group senior vice chairman of business development and global digital strategy Bryan Stone. “That is our first partnership with a fitness company that’s explicitly going after yoga enthusiasts. As a part of our relationship, we’ll work closely with Y7 to provide them access to artists and construct user experiences that draw people back and help spread the word about this fun, invigorating, contemporary and unique approach to keep fit and healthy. Even when people can’t make it right into a studio, Y7’s digital offering will keep people listening to music and stretching.” 

Larson Levey noted Universal Music Group is now a small equity partner within the business, as well.

With the brand new platform, the user experience can be streamlined, with booking, payments and more all done in a single place, as users’ MindBody accounts can be integrated inside the Y7 Studio site.