Health & fitness nordic (HFN), owner of sats ELIXIA and Fresh Fitness, has launched a new standalone yoga brand for the Nordic countries. Looking to benefit from the global growth of yoga, the first HiYoga club is located in the Norwegian capital of Oslo and sits within the city’s Bogstadveien area – a premium shopping district which also includes luxury residential developments.

According to general manager Anita Hegge, the launch of HiYoga is a strategic move to ensure HFN remains in a position to be at the forefront of yoga teaching as its popularity grows. “HFN offers yoga classes through SATS ELIXIA and is probably the largest provider of yoga in the Nordic area already,” Hegge says.

“In order for HFN to capture the full yoga market, however, it’s important to have a high quality and dedicated offering of yoga for all tastes and levels, from the beginners to the most experienced yogis. In order to achieve that, it was decided to launch a standalone offering with separate branding, allowing for something that’s very different from the clubs.”

Opened in April, the first studio in Oslo features three shalas totalling 740sq m, with one of the studios able to offer hot yoga. There are spacious dressing rooms, shower facilities and a sauna. Facilities also include a shop and a café, with plenty of space to hang out with other yoga enthusiasts.

Memberships are sold at NOK995 (€106, US$119, £82) per month, giving access to everything. Existing SATS-Elixia members get a preferential rate of NOK 595 per month. Drop-in prices have been set at NOK 250 per visit.

“We want to offer all yoga to all, that yoga should be fun, and that everybody should be free to pick and mix from all schools to get something that works for each individual,” says Hegge.