we are Anna and Sophie, the two founders of hejhej-mats.

We have completed our Masters in Sustainability Management in Sweden and are both passionate yogis.

One day we visited an art exhibition in Gothenburg. In one artwork the Turkish female artist Pinar Yoldas accused yoga practitioners of acting hypocritically. Since they often think they are acting very sustainably, but then they do not think about their yoga mat. Through this artwork, the two of us two felt caught and since that day we have been working on our sustainable yoga mat.

Following our closed-loop yoga mat in 2018, we have launched more circular yoga equipment. We now offer seven products to make your yoga practice more sustainable. In 2021, we had our largest mat production to date of around 3,000 yoga mats.

Since 2020, five of us have been working on hejhej. On the sustainability page, you can find out more about us as a sustainable start-up and our team. Through new products and a larger team, we are achieving an ever greater impact on this world. We record this transparently for you in our impact reports.

Our vision is to use our sustainable yoga equipment to reduce the amount of plastic waste on our planet and promote conscious consumption. We are enthusiastic about raw materials that flow in endless cycles. After all, we are motivated to make this planet a place worth living for future generations.

Sophie and Anna the founders of hejhej-mats

In 2018 our hejhej-mats were nominated for the federal ecodesign award.
In 2019, we founders received the “Entrepreneur of the month” award from the Swedish brand OATLY (read the interview).

2021 we were part of the Start-Up Guide Germany.

If you want to learn more about our sustainable start-up, you shouldn’t miss out on these podcasts: (sorry, the podcasts are only available in German).

Kale&Cake – Yoga, sustainability and personal development – Idealism meets capitalism – Is sustainable consumption possible?

Brand Trust – How do I build a sustainable brand?

Hygge – Today we won’t buy anything. hejhej-mats & the counter-movement to Black Friday.

Green Start-Ups: Stephanie Schuhknecht (Member of the State Parliament for the Greens in Germany) in conversation – Yoga equipment as part of a circular economy

And this TV report on BR (also in German only):

more/value Sustainable production – 06.05.2021 (from min. 3:20)

You can find out more about the product development at hejhej here:

Small things matter – the first closed-loop yoga bolster

Here you can find more press mentions.