Hot House Yoga will open next to the ABC store in the Ivymont Shopping Center. Photo by Michael Thompson.
A Virginia Beach-based fitness company’s latest pose is one of expansion.
Hot House Yoga is opening this fall at 14227 Midlothian Turnpike. The 3,000-square-foot spot in the Ivymont Shopping Center is the company’s fourth location and its second in the Richmond market.
“One thing that we look for is parking and accessibility,” said Jimmy Yax, co-owner of Hot House. “All of our locations are within minutes of getting off a major highway.”
Owned by a trio of Yax brothers, Jimmy, John and Chris, along with their friend Michael Olivieri, Hot House Yoga first opened in 2005 in Virginia Beach. A Norfolk location and a spot in Richmond’s West End at 9665 W. Broad St. followed in 2008 and 2011.
Chris, Jimmy and John Yax. Courtesy of Yax Yoga Concepts.
The company offers hot yoga classes, and Jimmy Yax said the studios can get up to 104 degrees with 40 degrees of humidity. The high temperatures are meant to warm up muscles, increase the heart rate and release endorphins.
Yax said the studios are warmed by complicated heating units from a company in Scranton, Pa. The system circulates purified air through the room and controls humidity, oxygen level and temperature.
“It’s like standing outside when the wind is blowing,” Yax said of a Hot House class. “If you’re sweaty and the wind is blowing across your body, it’s much cooler.”
Yax said the heating systems are one of the biggest expenses for opening a hot yoga studio.
Hot House’s unlimited memberships cost $99 a month. Yax said those inexperienced in yoga, even in milder temperatures, don’t need to be wary of trying Hot House.
“The style of yoga we teach is accessible to everyone,” Yax said.
Yax said the number fluctuates, but the West End location has a little over 200 members.
With the second location on the way, Yax said the company may not stop at two studios.
“We’re really interested in the Fan and downtown,” Yax said. “We have always thought of Richmond as a three-studio market.”
Hot House Yoga will open next to the ABC store in the Ivymont Shopping Center. Photo by Michael Thompson.
A Virginia Beach-based fitness company’s latest pose is one of expansion.
Hot House Yoga is opening this fall at 14227 Midlothian Turnpike. The 3,000-square-foot spot in the Ivymont Shopping Center is the company’s fourth location and its second in the Richmond market.
“One thing that we look for is parking and accessibility,” said Jimmy Yax, co-owner of Hot House. “All of our locations are within minutes of getting off a major highway.”
Owned by a trio of Yax brothers, Jimmy, John and Chris, along with their friend Michael Olivieri, Hot House Yoga first opened in 2005 in Virginia Beach. A Norfolk location and a spot in Richmond’s West End at 9665 W. Broad St. followed in 2008 and 2011.
Chris, Jimmy and John Yax. Courtesy of Yax Yoga Concepts.
The company offers hot yoga classes, and Jimmy Yax said the studios can get up to 104 degrees with 40 degrees of humidity. The high temperatures are meant to warm up muscles, increase the heart rate and release endorphins.
Yax said the studios are warmed by complicated heating units from a company in Scranton, Pa. The system circulates purified air through the room and controls humidity, oxygen level and temperature.
“It’s like standing outside when the wind is blowing,” Yax said of a Hot House class. “If you’re sweaty and the wind is blowing across your body, it’s much cooler.”
Yax said the heating systems are one of the biggest expenses for opening a hot yoga studio.
Hot House’s unlimited memberships cost $99 a month. Yax said those inexperienced in yoga, even in milder temperatures, don’t need to be wary of trying Hot House.
“The style of yoga we teach is accessible to everyone,” Yax said.
Yax said the number fluctuates, but the West End location has a little over 200 members.
With the second location on the way, Yax said the company may not stop at two studios.
“We’re really interested in the Fan and downtown,” Yax said. “We have always thought of Richmond as a three-studio market.”