Wellness culture is booming, and yoga continues to be one of the most accessible ways to slow down, center your thoughts, and move mindfully. For many students juggling academics, part-time jobs, and extracurriculars, finding time to practice consistently can be challenging. Enter Forma, a guided yoga mat startup that began as a college thesis and has grown into a business helping practitioners align with confidence, even on their own.
The story of Forma starts in Ateneo de Manila University, where five 4th-year Management students — Ayen Retuta, Isabella Caraan, Jenifer Ochoa, Rae Samson, and Sam Simon — turned a thesis requirement into a vision. Initially, the guided yoga mat was one of several ideas explored for their business thesis project. What began as an academic exercise evolved into something more: a product that combined innovation, functionality, and wellness, with the potential to scale beyond the classroom.
Photo: Forma
How the Guided Yoga Mat Was Born
Photo: Forma
Yoga has always been a central practice for most of the Forma team, but practicing solo sometimes left gaps in alignment and confidence. The idea was simple: could markers on a yoga mat guide practitioners to better postures and form? Testing their own practice confirmed it. The team observed that even subtle guides could improve the way they executed poses. This inspired the tagline, “Align with confidence,” reflecting a mat that empowers practitioners to practice independently without sacrificing proper technique or the benefits of a guided session.
From Thesis to Startup
Photo: Forma
Transforming the project into a business came with challenges. Balancing full-time college schedules with the demands of entrepreneurship required prioritization, discipline, and efficient workflows. The team learned to treat every interaction, from sales to marketing, as an opportunity to grow Forma beyond a school requirement. Their first breakthrough came during a U.P. Town Center bazaar, where exceeding sales targets and receiving interest from passersby validated the product’s potential. This experience shifted their mindset from completing a thesis to building a sustainable brand.
What Makes Forma Mats Different
Photo: Forma
Forma differentiates itself through both design and functionality. Each mat has visual guides for hands and feet that assist in pose alignment, improving posture and maximizing benefits. On the digital side, a QR code on the mat leads to a five-minute routine with step-by-step instructions, perfect for independent practice. Made with polyurethane (PU) leather on the upper layer and natural rubber on the bottom, the mats provide strong grip and stability, while being thick enough to support joints. Aesthetic appeal was also a consideration: mats come in earthy tones and neutral-pastel shades to blend form and function.
The team iterated designs extensively. After testing 50 yoga poses and consulting with instructors, they refined the alignment guides and switched from TPE material, which felt slippery, to PU leather for better grip and comfort. Feedback from early users confirmed the mat’s ease of use and clarity, validating the guided design approach.
Reaching the Community
Photo: Forma
Forma’s journey has always emphasized community engagement. From consignment partnerships with studios to pop-ups and collaborations with Ateneo’s A-Shop, they have built awareness while maintaining a personal connection with customers. Active social media presence on TikTok, Instagram, and e-commerce platforms like Lazada and Shopee also helped attract the first wave of customers beyond family and friends. The team continues to refine the product based on feedback, ensuring each mat serves the real needs of its users.
Looking Ahead
Photo: Forma
Forma is exploring ways to expand the guided yoga experience beyond the mat, including new digital routines, beginner-friendly guides, and complementary wellness products. The goal is to make yoga accessible, mindful, and approachable for more people in the Philippines, highlighting both physical and mental wellness.
For those looking to elevate their yoga practice, the Forma Guided Yoga Mat is available on Shopee and Lazada.
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Disclosure: This post contains affiliate links to products. We may receive a small commission for purchases made through these links. The actual color, appearance, size, and shape of the item might be slightly different from the ones shown in the pictures.
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