Vancouver-based yoga brand YYOGA is preparing for a new phase of growth, shifting toward a franchise-led expansion model as it looks to scale across Canada while deepening its presence in British Columbia.
Founded in 2007, YYOGA has long been a recognizable name in Vancouver’s wellness scene. Now, the company is positioning itself for broader national reach, beginning with a renewed focus on community-driven studio ownership and strategic market expansion.
Franchise Model Signals Strategic Shift
The move toward a franchise structure marks a significant evolution for the business following pandemic-era disruptions. Founder Terry McBride said the decision reflects a desire to localize ownership and strengthen community connections.
“We have four corporate locations today, but my preference is for each studio to be locally owned and community-based,” McBride explained. “These are really community centres for like-minded people focused on their health.”
He added that while building corporate locations could be simpler operationally, franchising aligns more closely with the brand’s long-term vision. “I don’t want to be corporate. I want to keep it simple, even though simple in business is really hard.”
The YYOGA franchising expansion will begin in British Columbia, where the company plans to refine its model before scaling eastward.
North Vancouver Studio Reflects Demand
A key component of this growth strategy is a new YYOGA location in North Vancouver’s Lonsdale corridor, scheduled to open June 1. The studio, owned by Terry and Jen McBride, is being developed in response to sustained demand at nearby locations.
“Our Lynn Valley studio had people booking classes two weeks in advance,” McBride said. “That’s not a good experience. We needed to relieve that pressure.”
The new site, located near Whole Foods and Lions Gate Hospital, sits within a rapidly densifying neighbourhood characterized by mid-rise residential development and a strong focus on health-oriented retail.
“The commercial mix there is centred around food and wellness,” McBride noted. “It’s the perfect place for us to be.”
Demand for In-Person Wellness Rebounds
The expansion comes as in-person wellness activities continue to rebound following the pandemic. While capacity restrictions initially slowed recovery, McBride said demand has now normalized, driven by a renewed desire for connection.
“We’re a tribal culture. People want community,” he said. “After the pandemic, that need became very clear.”
YYOGA has adapted its studio experience accordingly, maintaining slightly reduced class capacities to reflect changing customer expectations around personal space.
At the same time, the brand continues to position itself as a premium-accessible offering, with amenities such as infrared saunas, lounges, and high-quality studio environments.
Real Estate Strategy Supports Growth
From a real estate perspective, YYOGA studios typically range between 3,000 and 6,000 square feet, depending on configuration. Larger formats allow for multiple studios and staggered class schedules, improving operational flow.
“We tend to be a destination tenant,” McBride said. “And wherever we go, it’s inevitable that within nine months a coffee shop opens nearby.”
This pattern reflects YYOGA’s role as an anchor within emerging neighbourhoods, often contributing to broader wellness-oriented retail ecosystems.
Expansion Plans Across Canada
Looking ahead, YYOGA plans to establish between 10 and 15 studios in British Columbia before expanding into Alberta and eventually Ontario. The company expects to begin entering Alberta within approximately 18 months.
“We’ll super-serve the first five to six franchises, identify pain points, solve them, and then scale,” McBride said.
Ontario represents a particularly significant opportunity, with McBride estimating potential for 30 to 40 locations given the province’s population density.
Community-Centric Model Drives Long-Term Vision
Central to the YYOGA franchising expansion is a continued emphasis on community, which McBride views as the brand’s core differentiator.
“If you deliver quality, experience, and community, you create something with staying power,” he said.
That philosophy has guided YYOGA since its inception, when McBride launched the concept after struggling to find a yoga studio that matched his expectations.
“I built it for myself, knowing there were thousands of others looking for the same thing,” he said.
