It may be cold outside but temperatures are rising inside Oxford’s new hot yoga studio. Turning up the heat are husband-and-wife team Caroline and Alessandro Gozzi of the YogaVenue, just off Cowley Road, Oxford.

Ms Gozzi said: “Oxford does not have anything like this. We wanted to bring hot yoga to the residents and students here — many of whom have practised it in London, the United States, Canada, even Australia.”

Since opening in August, about 3,000 Oxford residents aged from 16 to 60 have attended classes at the purpose-built studio.

For those who have never heard of hot yoga, it is the practice of 26 yoga poses in a room heated to 41 degrees centigrade.

Each posture is completed twice and held for one to three minutes to build stamina and flexibility.

Ms Gozzi explained: “Every form of yoga is about warming up the body. In hot yoga we use an external source to speed that process up.

“It’s a great way to keep fit and anyone can do it — all ages, fitness levels and lifestyles — even those with sports injuries.”

This type of yoga is also well known for reducing stress and toxins in the body.

Ms Gozzi, a regular gym-goer, was persuaded to take up yoga by husband Alex.

As she began to spend less time on the treadmill and more on the yoga mat, she decided to turn her passion into a full-time career.

It took three years to find an appropriate property with 2,000 sq ft of space and a leaseholder open to the possibilities of converting the rooms into a heated yoga studio.

Ms Gozzi said: “Some people thought we were crazy. Then one day I found a place on an estate agent’s website.

“The landlord was up for the idea because he wanted to come to a purpose-built yoga studio himself.”

The couple invested a significant amount of their own capital, plus a business loan from Lloyds TSB, in refurbishing the building, which had been vacant for a number of years.

The re-fit included the installation of a bespoke heating system for hot yoga, which can reach high temperatures and optimum humidity levels. The continual recycling of fresh air keeps the room from becoming too dry or stuffy and cuts down on energy consumption.

Ms Gozzi said: “It was a different concept that no one had ever done before in Oxford successfully. The heating is specialised. It is not the same as turning up the thermostat.

“We developed a good, but conservative, business plan and so far our targets have been met — which is very encouraging.”

“We are on track to meet our yearly sales target and anticipate an upward trend. We have had to increase the number of classes twice since opening, due to demand.”

It is safe to say the YogaVenue is unlike any other small business.

Both the Gozzis teach yoga and have backgrounds in business. and the studio also employs a team of four part-time yoga teachers and an office manager.

An introductory offer of £30 for 14 days gives newcomers a chance to try one of 23 daily and evening classes in hot yoga or vinyasa, a flowing-style yoga practised to music.

The YogaVenue shop stocks yoga wear as well as juices and water.

The studio has showers and changing rooms. Mats and towels can be bought or borrowed for a small fee.

Mr Gozzi said: “The most important thing is that people feel comfortable walking through the door. It has only been three months since we opened and already we have customers who have made friends here.”