GOGA Goat Yoga Update: Net Worth, Shark Tank Pitch & Where Are They Now?

Yoga is supposed to bring you peace, but what happens when you introduce dozens of jumping, climbing, and bleating baby goats to a room of people in downward-facing dog? You get pure, unadulterated viral gold.

Trey Kitchen and Rachael Phillips brought this exact blend of fitness and farm-animal chaos to the investors on Season 10 of Shark Tank.

The Bottom Line (Executive Summary)

• Status: GOGA Goat Yoga remains fully operational, running classes primarily out of their studio in Bee Cave, Texas.
• Revenue: The company maintains a steady annual revenue of around $250,000, choosing to remain a profitable, hyper-local niche business rather than a franchised empire.
• Business Model: While they attempted to launch traditional, goat-free yoga, customer demand forced a pivot; they now focus almost exclusively on goat yoga sessions and high-ticket private events.

What is GOGA Goat Yoga?

GOGA Goat Yoga is an experiential fitness company that pairs traditional Vinyasa yoga routines with the interactive presence of Pygmy Nigerian Dwarf baby goats. As participants flow through their poses, baby goats roam the studio, occasionally hopping on backs or snuggling next to mats to provide animal-assisted stress relief.

Feature	Details
Industry	Experiential Fitness / Wellness
Founders	Trey Kitchen & Rachael Phillips
Core Product	45-Minute Vinyasa Yoga Classes with Baby Goats
Retail Price	~$30 to $40 per person
Target Audience	Beginners, animal lovers, and wellness enthusiasts seeking stress relief

The Founders Behind GOGA Goat Yoga

How did a finance professional and a digital marketing expert end up running a goat yoga business? The story traces back to a blend of philanthropic efforts and a fortunate family connection. Rachael Phillips built her career in digital advertising and holistic health, while Trey Kitchen brought a background in economics and numbers.

The concept ignited following the devastation of Hurricane Harvey in Texas. The pair wanted to host a fundraiser that would draw a crowd and raise significant money for relief efforts. Kitchen had an ace up his sleeve: his mother, Roxie Banker, owned a farm and operated a business called 2CrazyGoatLadies. Roxie raised Pygmy Nigerian Dwarf goats, treating her herd like family and hand-rearing orphan lambs.

Phillips and Kitchen combined traditional yoga with Roxie’s baby goats for the charity event. The response was explosive. People showed up in droves, not just to exercise, but to experience the therapeutic, stress-melting joy of playing with baby farm animals.

Recognizing the intense public appetite for this quirky fitness hybrid, the pair formalized the business in Austin, Texas, officially launching GOGA Goat Yoga in 2017. Their mission was clear: use goats to make yoga less intimidating for beginners, while offering a mental health boost to people coping with anxiety or grief.

GOGA Goat Yoga’s Shark Tank Pitch & Deal

Kitchen and Phillips walked onto the Shark Tank stage during Season 10, asking for a $50,000 investment in exchange for a 15% equity stake in their company. This ask placed an implicit valuation of roughly $333,333 on the brand.

The pitch opened with an immediate visual spectacle. As the founders introduced the concept, a parade of tiny, diaper-clad baby goats trotted onto the set. The investors immediately broke character.

Lori Greiner gasped at their cuteness, and guest shark Alli Webb eagerly watched as the founders demonstrated the practice. Robert Herjavec even left his seat, dropping to all fours to test out the “goat-on-back” experience during a plank pose.

However, the playful atmosphere quickly sobered up when the conversation shifted to the financials and business mechanics. The founders explained that they charged between $25 and $30 per class and had generated an impressive $250,000 in gross sales up to that point.

The business model, however, possessed distinct flaws in the eyes of the panel. Kitchen admitted that they were operating via a temporary pop-up model, renting out studio spaces in exchange for foot traffic, which meant many classes occurred in unairconditioned rooms lacking basic amenities.

Furthermore, they confessed they were pivoting. Because of the logistical challenges of transporting livestock, they planned to shift their core business to 90% traditional, goat-free yoga, keeping the animals strictly for weekend novelties.

This pivot destroyed investor confidence.

Guest Shark Alli Webb expressed concern that neither founder held a yoga certification, pointing out that serious practitioners might avoid a studio run by non-instructors. She passed. Mark Cuban pointed out the obvious scalability issue: the business was a hyper-localized niche. Expanding the concept nationally would dilute its uniqueness and create a logistical nightmare regarding animal welfare. He dropped out.

Robert Herjavec found the fitness space far too competitive and viewed the goats as a gimmick rather than a sustainable foundation. Lori Greiner agreed, stating the company simply did not fit her investment portfolio.

Finally, Kevin O’Leary delivered his trademark bluntness. He stated he had absolutely no interest in the wellness aspect and joked that he would rather eat a goat and put it in his portfolio than invest in one.

With that final rejection, the founders walked out of the Tank empty-handed.

Pitch Details	Facts & Numbers
Season / Episode	Season 10, Episode 14
Initial Ask	$50,000
Equity Offered	15%
Initial Valuation	~$333,333
Sharks Present	Mark Cuban, Kevin O’Leary, Lori Greiner, Robert Herjavec, Alli Webb
Final On-Air Deal	No Deal

Did the GOGA Goat Yoga Deal Actually Close?

Because the founders failed to secure a handshake on television, there was no deal to close off-camera. Kitchen and Phillips left the pitch relying entirely on their own capital and the anticipated “Shark Tank Effect,” the massive spike in web traffic and local awareness that airs alongside the episode broadcast.

While many entrepreneurs view a rejection as a failure, walking away without an investor often serves as a blessing for hyper-local businesses. Kitchen and Phillips retained 100% of their equity. They avoided giving up a 15% chunk of their cash flow to an investor who likely would have pushed for rapid, unsustainable franchise expansion.

GOGA Goat Yoga After Shark Tank: The Current Update

Fast forward to today, and GOGA Goat Yoga paints a fascinating picture of a business that survived by ignoring its own pitch strategy. During their Season 10 appearance, the founders insisted they were pivoting to traditional yoga. Market demand entirely flipped that script.

According to their operational updates, the company officially paused all regular, goat-free yoga classes. Customers did not want standard Vinyasa flows; they wanted the goats. Today, the business operates with a laser focus on its core differentiator.

The company secured a permanent home, operating out of a 3,700-square-foot studio located at the Hill Country Galleria in Bee Cave, Texas. This eliminated the nomadic, pop-up logistics they described to the Sharks. The studio now provides free mat rentals, changing rooms, and infrared heaters for “Power” yoga classes.

Despite the upgrade in facilities, GOGA deliberately chose to stay small. The founders did not expand to downtown Austin or franchise the concept nationwide as they once hoped. A message on their official contact page highlights that they operate as a “small family owned business run by one person,” requiring a few days to respond to inquiries. This indicates a highly streamlined, low-overhead operation focused entirely on lifestyle sustainability rather than aggressive corporate growth.

Their service menu evolved to prioritize high-margin group events. Currently, standard studio classes cost around $30 to $40 per person. However, the real revenue driver stems from private bookings. GOGA charges an $800 minimum flat rate for private in-studio events (covering up to 20 people), and they frequently host corporate retreats, birthday parties, and bachelorette groups.

What is the Net Worth and Valuation of GOGA Goat Yoga?

Because GOGA Goat Yoga is a privately held, single-location LLC, exact profit margins and tax filings remain private. However, we can construct an accurate financial picture based on industry standards and their historical sales data.

At the time of their pitch, the founders reported $250,000 in gross sales. Industry estimates in 2025 and 2026 indicate that their revenue plateaued and stabilized around this exact $250,000 mark. By intentionally avoiding multi-city expansion, they capped their earning potential but severely limited their financial risk.

To calculate their valuation, small experiential fitness studios generally sell for a multiple of 1.5x to 2x their seller’s discretionary earnings (SDE). Assuming a healthy profit margin of 30% to 40% on $250,000 in revenue (given the low cost of goods sold and family-owned animal supply), the business generates roughly $75,000 to $100,000 in annual profit.

Based on these verified metrics, the estimated valuation of GOGA Goat Yoga sits between $150,000 and $250,000. This places their current market worth lower than their initial $333,333 Shark Tank valuation.

The Sharks accurately predicted that the niche nature of the business would restrict its scale, but the founders successfully built a profitable, cash-flowing asset that supports their local lifestyle.

Is GOGA Goat Yoga Still in Business?

Yes, GOGA Goat Yoga is completely operational and actively booking classes. Despite facing massive challenges during the global pandemic, which decimated the boutique fitness industry, the company survived by leveraging its unique outdoor appeal and private event structures.

Their studio at 12700 Hill Country Blvd in Bee Cave, Texas, continues to host weekly sessions, and their website actively processes new customer registrations through their Zenplanner integration.

The Logistics of Running a Goat Yoga Studio

Operating an experiential fitness company heavily reliant on live animals requires a distinct set of operational rules. GOGA maintains a strict partnership with Roxie Banker’s 2CrazyGoatLadies farm to ensure animal welfare remains the top priority.

The studio utilizes Pygmy Nigerian Dwarf goats, specifically choosing this breed because of their small stature, friendly temperament, and lack of aggressive horns. The animals are rotated frequently to ensure they do not become stressed or overworked. The founders explicitly outline on their customer portals that while petting is encouraged, chasing or restraining the animals is strictly forbidden.

For a $40 class fee, customers receive a 45-minute Vinyasa flow surrounded by free-roaming kids (the goat variety). The studio also developed a robust waiver system and strict cancellation policies to protect the business from the inherent liabilities of combining farm animals with physical exercise. By treating the animals ethically and maintaining a clean, professional studio space, GOGA outlasted dozens of copycat goat yoga trends that vanished shortly after the initial viral craze faded.

Through a combination of strategic pricing, localized focus, and a heavy lean into private events, Trey Kitchen and Rachael Phillips proved that you don’t always need a Shark’s money to build a sustainable, joyful business.