Yoga Den partners: Stephen Joost, Chip and Alyson Foreacre and Leyda and John Cooksey.
Why did a Firehouse Subs founder transition to a new-to-franchising yoga concept? Stephen Joost says the culture was the biggest draw.
“I felt like with Alyson and Chip” Foreacre, the founders of Yoga Den, “we’ve got the right culture, which is super important in franchising,” said Joost. “Bringing the right culture and mindset will bring franchisees into the business.”
Yoga Den is poising itself for growth by establishing new partnerships—with Joost as well as John and Leyda Cooksey, the former owners of pest control company McCall Service. Both partnerships have been signed in an effort to get the company ready for rapid expansion in the next few years.
Founded in 2002 by, Yoga Den offers unique yoga styles and training classes for instructors. They’ve reportedly trained over 1,000 yoga instructors in Florida, and are ready to expand beyond its nine current locations via franchising.
Yoga Den doesn’t just do yoga, it teaches it. It’s trained over 1,000 yoga instructors since opening over 20 years ago.
“I popped in to take a yoga class with a college roommate with no expectations,” said Alyson Foreacre. “I noticed after one class that my back felt better. … It was an amazing work out, and I noticed that I had a desire to go back.”
Enjoying it so much, Foreacre got her certification for teaching yoga, which evolved into opening her first Yoga Den. She started to offer the teacher training program in 2004, which has been booming since.
Joost’s involvement in the brand was organic. After the sale of Firehouse Subs to Restaurant Brands International, he was looking for his next business opportunity. An avid golfer, he gave yoga a try to improve his game.
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“I started asking around and everyone was saying that I needed to go to Yoga Den,” said Joost. “About the third or fourth class, I was like, ‘You could duplicate this thing.’”
Joost, who has 30 years of franchising experience, got in touch with Foreacre and the partnership developed from there. With 33 percent ownership in the company, Joost is in it for the long haul.
What Joost found unique about the brand was most yoga concepts are regional. While Florida’s market has several studios, none offered the training Yoga Den is known for, and Foreacre herself developed two different yoga styles. Yoga Den is also focused on combining Eastern and Western styles, becoming nontraditional while still adhering to best practices.
Yoga Den is preparing to open 10 new locations by the end of 2024 with the help of two new partnerships.
As for Foreacre, Joost approaching her about a partnership after 20 years in the business “was surreal, but also very humbling and I was very grateful,” she said. Before the partnership, most of Yoga Den’s growth had been organic. Teachers or customers would show interest in opening their own studio, Foreacre said, but it was time to “take this to the next level.”
“It felt like the stars aligning, divine intervention to bring Stephen’s know how into what was existing,” said Foreacre. “It opens up so many possibilities, so it’s very exciting. It’s just been a ride since then.”
Growth is already underway. A further 10 locations are planned for Jacksonville and northeastern Florida to be opened in 2024.
“Alyson’s created a market and people know the name Yoga Den,” said Joost. “So, we’re going to leverage that by growing out concentrically.”
From there, the brand may expand into other states, but for now the plan is to keep focus in Yoga Den’s backyard. The team also plans to leverage the ease for franchisees. The cost to open ranges between $75,000 to $100,000.
“How great to own a business, to be involved in a business where, yeah, you’ll make money but you’re helping people,” said Foreacre. “To not only have your life’s work be successful from a fiscal standpoint but just to know your product is literally changing lives and the ripple effect of that. It’s so rewarding.”