For animal welfare supporters.

People who support animal shelters and the work they do would appreciate a business that collaborates with these institutions. They may come for the yoga, the cats, or simply to support a good cause.

• Age: 20-65
• Location: Berlin
• Job: : varied, many in the nonprofit sector
• Income: medium to high
• Lifestyle: : environmentally conscious and animal-loving

• They are disappointed with businesses that don't prioritise sustainability or animal welfare and eager to see businesses and nonprofits collaborating more closely
• They value transparency and want to understand the impact of their contributions
• They are interested in finding experiences and supporting businesses that collaborate with animal shelters, promote animal welfare, and sustainability 

For yoga enthusiasts.

This primary group is likely to be drawn by the novelty of practising yoga with cats and the relaxing environment cats can provide.

• Age: 20-50
• Location: Berlin
• Job: varied, possibly with high-stress jobs
• Income: medium to high
• Lifestyle: health-conscious and active

• They feel demotivated by repetitive fitness routines and/or would like to incorporate something new and fun into their yoga practice as well as to enjoy the presence of cats
• They value experiences more than materialistic things
• They often struggle with anxiety and would likely attend classes during weekends or after work hours as a form of exercise and relaxation

For cat lovers and those considering adopting.

This primary group is likely to be drawn by the novelty of practising yoga with cats and the relaxing environment cats can provide.

• Age: 20-60
• Location: Berlin
• Job: varied, possibly with high-stress jobs
• Income: medium to high
• Lifestyle: comfortable, possibly introverted

• They are uncertain about adopting a cat due to their living situation and responsibilities but still want to have a chance to interact with cats, assess their compatibility with felines, and to enjoy a relaxing yoga session
• They feel that job pressures occasionally lead to burnout, nudging them to seek rejuvenating activities post-work or on weekends
• They are interested in finding activities that align with her introverted nature and love for animals

For animal welfare supporters.

People who support animal shelters and the work they do would appreciate a business that collaborates with these institutions. They may come for the yoga, the cats, or simply to support a good cause.

• Age: 20-65
• Location: Berlin
• Job: : varied, many in the nonprofit sector
• Income: medium to high
• Lifestyle: : environmentally conscious and animal-loving

• They are disappointed with businesses that don't prioritise sustainability or animal welfare and eager to see businesses and nonprofits collaborating more closely
• They value transparency and want to understand the impact of their contributions
• They are interested in finding experiences and supporting businesses that collaborate with animal shelters, promote animal welfare, and sustainability 

Yoga trends in Germany.

• As of 2022, around 3.3 million Germans said that they often do yoga, his was the highest figure since 2018 and an increase of 0.2 million compared with the year before
• Germany boasts 4,382 yoga studios, with Berlin leading the charge having 271 studios, followed by Hamburg and Munich, each with 144. Together, these cities make up 16% of the country&aspo;s yoga market share
• Yoga studios with animals, despite their unique appeal, remain a niche offering

Global yoga trends.

• The global yoga market was valued at $105.9 billion in 2022 and is expected to reach $177.6 billion by 2028, growing at a CAGR of 9%
• While North America dominates market share, the Asia-Pacific region is expected to grow the fastest, with a CAGR of 10.8%
• Traditional offline yoga courses led the market in 2019, but online yoga courses are gaining traction

Yoga trends in Germany.

• As of 2022, around 3.3 million Germans said that they often do yoga, his was the highest figure since 2018 and an increase of 0.2 million compared with the year before
• Germany boasts 4,382 yoga studios, with Berlin leading the charge having 271 studios, followed by Hamburg and Munich, each with 144. Together, these cities make up 16% of the country&aspo;s yoga market share
• Yoga studios with animals, despite their unique appeal, remain a niche offering