Yoga with Adriene: How a Yoga Teacher Built a Subscription Empire from 13 Million Free Subscribers

Key Takeaways:

Adriene Mishler launched Yoga with Adriene in 2012 from a casual filmmaker's email — not a business plan
She kept all 750+ YouTube videos permanently free, then built Find What Feels Good (FWFG) alongside it as a paid subscription app
FWFG launched in 2015, priced at $12.99/month or $129.99/year, with 900+ exclusive videos across iOS, Android, Apple TV, Roku, and Fire TV
During the 2020 pandemic, her channel grew 61%, from 5.8M to 9.47M subscribers in under two years
At even a 1–2% paid conversion rate, her 13.4 million YouTube subscribers represent a business generating $20M+ annually

Adriene Mishler didn't set out to build a business. She wanted people to feel good doing yoga. That distinction — putting the experience before the monetization — is exactly why her subscription business works. Today, Yoga with Adriene has 13.4 million YouTube subscribers, every video free. And right beside that free channel sits Find What Feels Good (FWFG): a 900-video subscription app that runs on iOS, Android, Apple TV, Roku, and Fire TV. One free. One paid. Both growing. That's the model.

Our work

How Liv Merima Turned Daily Affirmations Into the Claim It App

Liv Merima's affirmations lived in the feed. We built Claim It with her — an iOS app where her voice, her prompts, and journaling become a daily practice.

Read the case study → (opens in a new tab)

Who Is Adriene Mishler?

Adriene Mishler (YouTube: @yogawithadriene, 13.4M subscribers) is a yoga teacher, actress, and entrepreneur based in Austin, Texas. Born in 1984, she grew up in an artsy family — her mother is of Mexican descent and her father is Jewish — and built a career as a film and TV actress before yoga became her primary calling. She studied yoga after taking a class that gave her what she described as a realization: she wanted everyone she knew to have this experience. She completed a yoga teacher training and never went back to acting as her main work. Before the cameras, before the subscribers, before FWFG: she was just an actress in Austin who had found something and wanted to share it.

How Did Yoga with Adriene Start?

The origin is more casual than most creator stories. Adriene met filmmaker Chris Sharpe on the set of a scrapped movie. They stayed in touch. One day, Sharpe sent her an email suggesting she start a yoga YouTube channel. Her reaction, by her own account, was that it might be a good way to earn some side money — maybe cover her phone bill. They uploaded the first Yoga with Adriene video in September 2012. No strategy. No funnel. No audience. Just Adriene, a camera, and the idea that maybe someone on the internet wanted to do yoga. By 2015, the channel was the most searched yoga class on Google. By 2018, The Guardian reported she had 4 million subscribers. By April 2020, she had more than 7 million. Chris Sharpe is now CEO of FWFG and co-founder of the business. The email became a company.

What Is Find What Feels Good (FWFG)?

Find What Feels Good is the subscription layer of Adriene's business. Launched in 2015 — three years after the YouTube channel — FWFG gives paying members access to 900+ exclusive videos that don't appear on YouTube: deeper practice libraries, mindfulness content, educational talks, and themed series. The FWFG app is available on:

iPhone and iPad
Apple TV
Android
Roku
Amazon Fire TV

Pricing is $12.99/month or $129.99/year, with a 7-day free trial. It's been called the "Netflix for Yoga" — a fair description of what it is: a curated streaming library built for one specific kind of practice, with a community around it. FWFG's design is intentional: the free YouTube channel is the discovery layer. FWFG is what you graduate to when you want more. Two products. Two audiences. Same creator.

How the Pandemic Turned a Good Business Into a Great One

In January 2020, Adriene had roughly 5.8 million YouTube subscribers and an established subscription platform in FWFG. Good business. Growing steadily. Then COVID-19 hit. When gyms closed globally in March 2020, the internet went looking for home workouts — and Adriene's free, accessible, beginner-friendly yoga library was exactly what millions of people needed. According to Vice, she saw traffic surges mirroring her busiest January day happening repeatedly through the year. By January 2021, she had grown to 9.47 million subscribers — a 61% increase in roughly two years. By 2025, the channel hit 13.4 million. The business lesson is clear: when Adriene's free content spiked, FWFG captured the overflow. The subscribers who showed up in 2020 and wanted to go deeper had a place to go. They became paying members. That's what a subscription product does that brand deals and affiliate codes never will — it keeps earning after the moment of discovery.

How Does Adriene Mishler Make Money?

Adriene's revenue comes from four main streams:

Revenue Stream	Type	Notes
YouTube AdSense	Ad-based	Minimally monetized by choice; estimated ~$85K–$117K/year
FWFG subscription	Recurring	$12.99/month or $129.99/year; 900+ exclusive videos
Brand partnerships	One-time per deal	Selective; aligned with wellness ethos
Live events	Per-event	In-person and virtual yoga events globally

YouTube AdSense — despite having 13.4M subscribers — is the smallest piece. She's intentionally kept pre-roll ads minimal to protect viewer experience. That's a trade-off most ad-dependent creators don't make. The FWFG subscription is where the recurring revenue lives. The math matters. Adriene's YouTube channel averages around 5 million monthly views. If just 1% of her total subscribers pay for FWFG — 134,000 people at $12.99/month — that's $1.74M per month, or $20.8M per year. At 2%, it doubles. This isn't speculation about a moonshot; it's the floor of what a well-positioned subscription business does when built on top of a 13 million person free audience. This is exactly what we break down in the brand deals vs subscription apps math — the compounding arithmetic of recurring revenue vs one-time deals.

Live every Thursday

Watch us tear down a creator business, live

Every Thursday at 11 AM PT we take a real creator business and show the app hiding inside it: the wedge, the paid loop, the pricing, and what would sink it. Free, and the replay goes to everyone who registers.

Save your seat → (opens in a new tab)

The Smart Logic of Keeping YouTube Free

Most creators worry about giving away too much. Adriene's thesis is the opposite: give everything away, then build something so good that the people who love it want more. Her free YouTube library has 750+ videos. Not teasers. Not trailers. Full practices, fully produced, no paywall. That's the moat. The library is so large and so freely available that it's become the default destination for yoga on the internet. And every person who watches it is a potential FWFG subscriber. This mirrors the logic behind the best subscription businesses in the creator economy. As we covered in 7 creator app trends driving subscription revenue in 2026, the creators winning right now aren't the ones who paywall everything — they're the ones who use free content as a discovery engine and subscription products as the destination. Adriene proved this model before most people were talking about it.

Free content + paid product = the playbook.

You don't have to choose between giving your audience free content and building recurring revenue. The best creator businesses do both. Let's build the paid side.

See What We’d Build You →

What Can Creators Learn from Adriene Mishler?

Adriene's business follows a pattern that works across every niche. The creators who reach sustainable income — what we call the Creator Middle Class — don't do it by winning the attention game. They do it by converting attention into recurring revenue. Here's what Adriene got right: She didn't paywall the free content. FWFG is an addition, not a replacement. Her free library grew the audience; FWFG captured it. Creators who lock their existing content behind paywalls often just shrink their discovery funnel. She launched FWFG before she needed to. In 2015, she had momentum and a growing audience. She didn't wait until she was massive. The subscription was built while the channel was still growing, so the two compounded together. She built a real product, not a Linktree. FWFG has a native app on six platforms, a structured video library, and a community. It's not a link to a Gumroad PDF. It's infrastructure — the kind of thing that earns recurring revenue without Adriene showing up every day. She found a business partner. Chris Sharpe handles the CEO role; Adriene handles the teaching. The division is clean. Most solo creators who try to build subscription products end up doing everything themselves. Adriene built an actual company. This last point is worth sitting with. If you have 50K engaged followers and you're debating whether your audience is big enough to support a subscription product, why 50K engaged followers beats 5M passive ones makes the case clearly. Adriene had fewer than 50K subscribers when FWFG launched. Conversion rate matters more than audience size. If you want a product partner who builds and runs the software side of this so you can keep doing what you do — teaching, creating, building — that's exactly what BUILT BY FOUNDRY does.

Want to build the subscription side of your content business? BUILT BY FOUNDRY builds, launches, and runs software businesses for creators — 3-week delivery, we handle everything technical forever.

See What We’d Build You →

Frequently Asked Questions

How does Yoga with Adriene make money?

Yoga with Adriene generates revenue from four main sources: YouTube AdSense (minimized by choice to protect viewer experience), the Find What Feels Good (FWFG) subscription app ($12.99/month or $129.99/year), selective brand partnerships, and live events. FWFG is the core recurring revenue product.

What is Find What Feels Good (FWFG)?

Find What Feels Good is Adriene Mishler's subscription yoga and wellness platform, launched in 2015. It offers 900+ exclusive videos not available on YouTube, priced at $12.99/month or $129.99/year. The app is available on iOS, Android, Apple TV, Roku, and Fire TV.

How many subscribers does Yoga with Adriene have?

As of early 2026, Yoga with Adriene has approximately 13.4 million YouTube subscribers, making it one of the most followed yoga channels on the platform.

Why does Adriene keep her YouTube videos free?

Adriene's philosophy is that accessible, free yoga is central to her mission. The free YouTube library also functions as the primary discovery engine for FWFG — every viewer who finds her channel becomes a potential subscriber. Keeping content free grows the audience; FWFG captures recurring revenue from it.

When did Adriene Mishler start Yoga with Adriene?

Adriene Mishler uploaded the first Yoga with Adriene video in September 2012, after filmmaker Chris Sharpe suggested the idea by email. FWFG launched in 2015 as the subscription companion to the free YouTube channel.