Scaling Studios with Purpose: How MoreYoga Grew to 35+ Locations with Heart
When it comes to growing a multi-location studio brand, it’s easy to think the secret lies in sleek branding, high-tech booking systems, or an ultra-polished space.
But Daniel Marin, COO of MoreYoga, the UK’s largest boutique yoga network, reminds us that how you grow matters just as much as how fast you grow.
In this episode of Multi-Studio Mastery, our co-founder Tessa sits down with Daniel to talk about how MoreYoga scaled from two trial studios to over 35 thriving locations across London, serving over 30,000 clients with one of the most affordable and accessible yoga models in Europe.
Starting Small, Building Fast
MoreYoga didn’t start with a crystal-clear roadmap. In fact, their journey began with personal training (under the brand More Fit), which slowly evolved into experimenting with a couple of yoga studios on the side.
What set them apart wasn’t a rigid 10-year plan, it was a willingness to test, learn, and iterate quickly.
That scrappy but strategic mindset became MoreYoga’s operating DNA, and a big reason they were able to scale operations fast while still staying deeply connected to their values.
Leading with Purpose
One of the most candid parts of this episode? Daniel’s reflection on the emotional challenge of scaling, specifically, learning to let go.
“Trusting others to do things their own way, even if it’s not your way, is incredibly difficult. But empowering people to find their rhythm is what creates real growth.”
As COO, Daniel went from hands-on studio launches and WhatsApp chaos to developing systems that could scale, while still nurturing the team-first, community-centric culture that MoreYoga is known for.
Their secret is empowered instructors. MoreYoga has intentionally structured their model to support teachers, not just operationally, but in terms of personal and career development.
From multi-class blocks that make the most of teaching time to tiered career pathways, the message is clear: when you invest in your instructors, your business thrives.
Community-Led Growth (With Accessibility at the Core)
One of MoreYoga’s biggest differentiators isn’t a type of class or a trendy aesthetic. It’s their commitment to affordability and inclusivity.
From offering full access to all locations under one membership, to introducing £1 trial months, their growth model centers around one simple idea: Yoga should be for everyone.
And the community they’ve built reflects that. Whether it’s their MoreMind mental wellness initiative, monthly events like Yoga Club, or regular one-on-one check-ins with instructors, the brand’s not just expanding its footprint, it’s deepening its roots.
Why This Matters for Multi-Studio Operators
Whether you’re running a Pilates franchise, an independent yoga collective, or expanding a fitness concept, there’s so much to take from MoreYoga’s story:
- Lean systems can scale if paired with purpose.
- Empowered teams beat perfect SOPs.
- Strong retention comes from culture, not contracts.
As the wellness industry continues to evolve, Daniel and the MoreYoga team are proving that growth doesn’t have to mean dilution. It can mean depth, impact, and sustainable success, when done intentionally.
Tune in to the Full Episode:
Watch it here.
Listen to it here.
Grab Your Free Resource:
If you’re building a studio model that scales, don’t miss the High-Performance Studio Scaling Toolkit. It has the same templates, systems, and checklists that top operators are using to grow (without burning out).
