| Contact Information Ivo Grossi,
Founder
911 Nob Hill Ave N
Seattle, WA 98109
206.321.6433 ivo@puravitayoga.com Industry
Health & Wellness, Yoga
Eco-Sustainable Mat Year founded
2008 Existing Investors
Self-funded
Product Patent Status
Patent Pending 
| PROBLEM / OPPORTUNITY
The nearly 21 million active
yoga practitioners in the U.S. are some of the most eco-conscious consumers in the market today, yet there are no truly environmentally-sustainable
yoga mats currently available for them to buy. After a year and a half of product design, prototypes and testing,
Pura Vita has developed a patent pending eco-sustainable yoga mat that generates instant buzz in the yoga studio and lists
of eager buyers with no formal promotions or advertising. Waste from plastic bottles and used rubber continues to rise
in the U.S. creating Green House Gases and a growing land-fill challenge; Pura Vita wants to be part of the solution.
Our environmentally sustainable yoga mat reclaims used bicycle inner tubes and weaves them together with polyester thread
(PET in the future) to create a high-end mat with features desired by most yoga students and instructors.
TARGET BUYER / PRODUCT
Our target buyer is looking for a long-lasting comfortable
mat that makes a statement about their eco-consciousness. The Pura Vita Yoga Mat delivers with unmatched grip and support
even under extreme perspiration. The reclaimed bicycle inner tubes are FDA food grade safe Butyl rubber (the same as
used in lipsticks, facial make up and suntan products).
COMPANY DESCRIPTION / COMMITMENT
TO SUSTAINABILITY
Pura Vita is committed to Triple Bottom Line operations by: Economic – creating
a product that will conservatively generate a fair profit margins enabling creation of local jobs and contribution
to the tax base; Environmental – Upcycling bicycle inner tubes into a product with a long life span and potential for
continued recycling; Social – creating jobs and a fair wage for U.S. based artisan weavers while promoting the longevity
of their craft.
PURA VITA DIFFERENTIATORS
Our competitiors all
use various combinations of natural rubber, jute, organic cotton and TPE which must be baked in an oven and/or pressed by
a machine (with added chemicals) to create the final mat. Pura Vita’s advantage is in our reuse of existing rubber bicycle
inner tubes and our positive impact on the environment by achieving an approximate reduction of 19.5 lbs of CO2 equivalent per
mat.
MARKETING AND SALES
Pura Vita yoga mat has been
shown and tested in premiere yoga studios on the West Coast (Exhale Venice and Shakti Seattle), in addition to our private
studio and Denali Fitness Club in Seattle. We plan to leverage the word-of-mouth (one Pura Vita mat in a studio creates immediate
and significant buzz) which will be created by delivering the current 30 pioneer customers in waiting list who are strategically
located in Seattle, Los Angeles, Boulder and New York and by exploiting web 2.0 applications like FB and Twitter. For proper
positioning we will also harness personal relationships with world renowned yoga teachers. After launch the product will be
sold directly to consumers through website.
SUSTAINABLE BRANDS ’09 NEW VENTURE
EXCHANGE CONTEST SEMI-FINALIST
 Pura Vita Yoga was one of nine companies selected as a finalist in the Sustainable Brands contest, gaining the priviledge
of presenting at the SB '09 Conference in Monterey, CA. Pura Vita joined design and brand leaders from a cross section
of organizations such as Adobe, Adidas, The Bill & Melinda Gates Foundation, Dell, Johnson & Johnson, Steelcase, and
an unprecedented list of others.
THE TEAM
Ivo Grossi
– Founder, 12 years of domestic and International executive experience in the health, wellness and fitness industry.
He has developed and led marketing and sales teams, markets, products and technology while contributing to the growth of Technogym,
now world wide market leader. B.S. in business economics from University L. Bocconi in Milan - Italy. Yoga and meditation
practitioner since 2000.
Cosetta Romani – Co-founder, a registered Yoga Alliance Teacher and graduate
student of Prana Vinyasa Flow by Shiva Rea. Cosetta teaches yoga, meditation and Yoga Trance Dance in the Seattle area. She
has developped a broad West Coast network of yoga enthusiasts.
Todd Rawlings – COO, former VP in IT
and Enterprise Operations at WaMu / JPMorgan Chase, Mr. Rawlings is a certified PMP Project Manager and Lean Six Sigma Black
Belt with 24 yrs industry experience across retail, financial, eCommerce, information technology, software and business
operations. BA Speech Communications from University of Minnesota, Minneapolis, MN; MBA coursework at Bainbridge Graduate
Institute, Seattle, WA.
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