Liforme

Liforme is a UK-based premium yoga mat company founded in 2014 by James Armitage. The brand is known for two innovations that have influenced the broader mat market: the GuidAlign alignment system and the natural rubber + polyurethane top surface construction.

GuidAlign System

Liforme's GuidAlign is the most comprehensive alignment marking system in the yoga mat market. Rather than just a center line, GuidAlign includes:

• A long center line running the mat's length
• Angled lines for feet placement in Warrior poses
• Diagonal lines for Triangle and Twisting poses
• A circular marking for the hands in Downward Dog
• Markers for dozens of specific poses

The guides are printed subtly enough to not feel distracting, while being visible enough to be practically useful.

Natural Rubber + PU Construction

Liforme pioneered the pairing of natural rubber base with a polyurethane top surface for mainstream yoga mats. The PU surface provides exceptional grip in both dry and sweaty conditions — better wet-grip than raw rubber. This construction has since been adopted by Lululemon and other brands.

Sustainability

Liforme uses sustainably sourced natural rubber and has programs for mat recycling/take-back at end of life. The brand emphasizes environmental responsibility throughout production.

Product Line

• Original Liforme Mat: The flagship 4.2mm mat
• Liforme Travel Mat: 2mm folding travel version
• Liforme Lite: Lighter, more affordable option
• Bloom and limited editions: Seasonal patterns

Positioning

Liforme mats are priced at $150+, positioning them at the top of the premium market alongside Manduka PRO.