A new market study released about the US yoga market

Now we have a more cur­rent ver­sion of the mar­ket study about Yoga in Amer­ica to tear our gar­ments and lament the com­mer­cial­iza­tion of yoga:

New Study Find More Than 20 Mil­lion Yogis in U.S. ”The lat­est Yoga in Amer­ica study shows that 20.4 mil­lion Amer­i­cans prac­tice yoga, com­pared to 15.8 mil­lion from the pre­vi­ous 2008 study, an increase of 29 per­cent. In addi­tion, prac­ti­tion­ers spend $10.3 bil­lion a year on yoga classes and prod­ucts, includ­ing equip­ment, cloth­ing, vaca­tions and media. The pre­vi­ous esti­mate from the 2008 study was $5.7 billion.”

I wrote about this pre­vi­ous ver­sion last year, It’s just money but who’s count­ing. What has been made pub­lic this time is just a press release. Yoga Jour­nal will prob­a­bly pub­lish a longer piece in a com­ing issue of the mag­a­zine. At least now, we won’t have to cite the pre-​​Great Reces­sion 2008 figures.

In Defense of ToeSox

Toe­Sox, the ath­letic apparel com­pany that spe­cial­izes in socks that fit five toes like a glove and have a sticky sole sur­face, was pil­lo­ried in the blo­gos­phere a few months ago because it used two women au nat­ural to model their mer­chan­dise. Kathryn Budig did ads that fea­tured yoga poses. Car­rie Macy did Pilates rou­tines. Rarely men­tioned was the pho­tog­ra­pher, Jasper Johal, who has spe­cial­ized in the human form in var­i­ous stages of undress — yoga, dance and fashion.

I have to admit that I’ve taken a peek at the ads in Yoga Jour­nal. Of course, I have the excuse that I am an ama­teur pho­tog­ra­pher in love with the human body in a state of mind­ful­ness. I was attracted by the chal­lenge of cap­tur­ing advanced asana with­out dis­play­ing any naughty parts.

For any­one liv­ing in a cave dur­ing August and Sep­tem­ber last year, here are a few point­ers: Judith Han­son Lasater’s Face­book let­ter, It’s All Yoga, Baby’s por­trayal of the dis­pute no more sexy yoga ads! and toe­soxnude­gate: the fem­i­nists & kathryn budig speak up, Ele­phant Jour­nal and  JHN inter­view, or Yoga Journal’s defense with Naked Truth in response to JHN. Carol Horton’s take,  Naked Yoga Beau­ties Sell­ing Stuff! Or, the Per­sonal, the Polit­i­cal, and the Com­mod­i­fi­ca­tion of the Body.

I could not do jus­tice to the diverse per­spec­tives that came to bear on the issue, and there were many. But I’d like to come back to one aspect of the debate that did not get high­lighted.  Some com­men­ta­tors sneered at Toe­Sox because this type of sock was not “standard-​​issue” yoga gear, and was there­fore super­flu­ous to the prac­tice. Toe­Sox is merely exploit­ing yoga to flog con­spic­u­ous con­sump­tion and profit off objec­ti­fy­ing women.

I started think­ing, how­ever, that there could be valid rea­sons to use grippy sole socks:

  • Mod­esty: Not every­one has feet that con­form to clas­si­cally shaped feet, or they may be sen­si­tive to ridicule or just have a bad body image. I have seen peo­ple in yoga class who insist on keep­ing their socks on, and slide around on the mat.
  • Skin and nail con­di­tions: Lots of peo­ple have rea­sons to hide their feet because var­i­ous skin and nail dis­eases may dis­fig­ure their feet. These con­di­tions can be resis­tant to treat­ment. Wear­ing clean socks to class (com­bined with a fungi­cide because these socks are not the equiv­a­lent of san­i­tized latex) would shield other yogis from pos­si­ble infection.
  • Slick sur­faces or slip­pery car­pets: it’s a lot eas­ier to fit a pair of socks in your carry-​​on than a yoga mat, even a travel mat. The Toe­Sox site points out that Pilates equip­ment can be slick.
  • Cold feet: poor cir­cu­la­tion could make some peo­ple to bun­dle up their extrem­i­ties (Toe­Sox also sells grippy gloves). I’ve prac­ticed in a cou­ple of rooms where I wished I’d had a pair of sox because a bad draft made my mat feel as if I’d pulled it out of the refrigerator.
  • Bet­ter than sneak­ers: in some gyms and fit­ness cen­ters, peo­ple prac­tice yoga in their ath­letic shoes so replac­ing sneak­ers with Toe­Sox is an improvement.

In defense of the com­pany, Toe­Sox tries to do the right thing, sup­port­ing char­i­ties like the fight against breast can­cer and sanc­tu­ar­ies for hard-​​to-​​place dogs and the Green Bus Project (an effort to share yoga and con­scious liv­ing). The com­pany uses organic cot­ton to pro­tect the environment.

I guess what I am try­ing to say is that one of the virtues of a dynamic mar­ket econ­omy is that it tends to respond to needs, even the niche demand of peo­ple who want to cover their feet (for what­ever rea­son). Who are we to cre­ate even more obsta­cles to a yoga practice?

A studio owner tells her story about “business success”

FoxBusiness.com The Busi­ness of Yoga will prob­a­bly strike many yoga purists as another exam­ple of crass com­mer­cial­ism. But the growth of Gina Norman’s Kaia Yoga from a sin­gle stu­dio to three well­ness cen­ters over four years shows how their under­stand­ing of yoga guided them along a path of per­sonal truth:

Our busi­ness has been so suc­cess­ful because we real­ize that yoga classes are just the start to sup­port­ing all aspects of a person’s being. This lifestyle approach leaves room for end­less growth within our busi­ness model. In a world that is increas­ingly speed­ing up and over­med­icat­ing to deal with unhap­pi­ness and stress, our busi­ness is a breath of fresh air. An indi­vid­ual can find a yoga class, a green juice, a mas­sage, a work­shop or a relax­ing yoga trip to Costa Rica. There are never-​​ending options for per­sonal growth, heal­ing, embod­i­ment and mind­ful­ness for everyone.

Gina Norman’s holis­tic approach actu­ally opens up mul­ti­ple income streams, as they like to say in busi­ness school, and made the com­pany more resilient to get through tough times.

I have vowed to avoid writ­ing about news sto­ries on yoga, but this one is impor­tant because it pro­vides a fresh point of view of the dis­cus­sion about the via­bil­ity of yoga in America.

It’s just money but who’s counting

Photo: a hand mudra during meditation

A clas­sic hand mudra dur­ing med­i­ta­tion closes the energy circuits

When­ever the New York Times starts pub­lish­ing mul­ti­ple arti­cles on yoga (two arti­cles in less than a week; see the pre­vi­ous two blog entries), it usu­ally por­tends a major exis­ten­tial cri­sis for the U.S. yoga com­mu­nity. The atten­tion from major media is another indi­ca­tion that yoga is dip­ping into the Amer­i­can main­stream and los­ing its authenticity.

One of the cen­tral buga­boos for many com­men­ta­tors is that yoga  now means big bucks. Just look at some of  recent arti­cles: The future of YogaHow Yoga Sold Out (WSJ’s Speakeasy blog, writ­ten by  Stephanie Syman) and YogaDork’s Who Will Save Yoga?. Some­where in these arti­cles you’ll find a state­ment like “…yoga is a $6 bil­lion indus­try with some 16 mil­lion Amer­i­can followers.”

These fig­ures comes out of Yoga Jour­nal‘s 2008 Yoga in Amer­ica study. Jour­nal­ists love the YJ fig­ures because they come from a rep­utable source, con­firm that yoga has moved beyond niche sta­tus, and impute the value of their own report­ing on the topic (“My edi­tor did not send me out to write a human inter­est fea­ture about an ex-​​hippie.”). Con­tinue read­ing

History through the covers of Yoga Journal

Cover art for Yoga Journal

May 1975

Because this year is Yoga Jour­nal‘s 35th anniver­sary, the mag­a­zine has been cel­e­brat­ing the mile­stone. Among them, they brought together all the cover art of Yoga Jour­nal. Then they wanted vis­i­tors to pick the best all time, the most intrigu­ing, the most inspir­ing and the favorite vin­tage. I did not vote because it seemed to be point­less exer­cise. But I did go through all 220 issues and began a reflec­tion that came to some inter­est­ing con­clu­sions. I’ve been a sub­scriber since 2004 (I have them all) and usu­ally read it within a week of arrival. Stephanie Syman used the progress of Yoga Jour­nal as a barom­e­ter of the dis­ci­pline in the United States in her book, The Sub­tle Body: The Story of Yoga in Amer­ica.

The Cal­i­for­nia Yoga Teach­ers Asso­ci­a­tion started and owned Yoga Jour­nal for the next 23 years. At its hum­ble start in 1975, Yoga Jour­nal looked com­pletely ama­teur­ish (those were the days of pho­to­copy­ing the print run) and then grad­u­ally shifted to mod­estly accept­able for a niche magazine.

In late 1979, the mag­a­zine cov­ers took a quan­tum leap in qual­ity, becom­ing a pro­fes­sion­ally pro­duced iden­ti­fi­able brand (or it may have reflected pub­lish­ing tastes of the time). I don’t know any­thing about its con­tent. I’m just speak­ing of its cov­ers. [MLS: You can see the con­tents of all issues up to 2009 at Google­book. The mar­vels of the Inter­net.] Con­tinue read­ing

Are men’s need for yoga duds meet by the market?

New York Times Dress Code — What’s a Guy to Wear for Yoga?: I used to fall for this ques­tion when I started out in yoga.

While the mar­ket in yoga-​​centric cloth­ing for women is burst­ing at its fash­ion­able seams, the choices for men are laugh­ably sparse. They range from absurdly large, overly mod­est bas­ket­ball shorts that bag down­ward in inver­sion poses to alarm­ingly tiny shorts that pro­vide free­dom of move­ment but give your class­mates a far-​​too-​​clear view of your, uh, chakras.

I’ve come to the con­clu­sion that the rea­son why yoga-​​specific men’s cloth­ing is so scarce is because the demand is ade­quately met by the exist­ing mar­ket, despite what the arti­cle says. The abun­dance of sweat-​​dispersing, quick dry­ing ath­letic wear, from Under Armour to Prana, means that there’s no prob­lem to put find some­thing to wear on the upper half of the torso. The issue of shorts requires a fab­ric with lots of give, but even swim suites will do. Besides, try­ing to find bar­gains at Lul­ule­mon is a lot harder than at Sports Author­ity or TJ Maxx.

Excep­tions: where I will con­cede the point, is when a yogi has gone well beyond the inter­me­di­ate phase, and gets into bal­ances that require legs to get placed on arms. Sweat is a superb lubri­cant on skins so it requires inor­di­nate amounts of strength to hold some­thing like One-​​Legged Arm Bal­ance (Eka Pada Koundinyasana), and hav­ing long pant’s leg to pro­vide some fric­tion is a wel­come aid. But this is a small per­cent­age of the men who do yoga. Of course, if you want to require envi­ron­men­tally cor­rect fab­ric choices (hemp, for instance), then all bets are off.

The real issue for men is that going to a yoga stu­dio is intim­i­dat­ing because of all the women, usu­ally much bet­ter at the dis­ci­pline, in atten­dance. So the “what-​​to-​​wear” ques­tion is really an excuse for not going. I think women have a much tougher chal­lenge for appro­pri­ate yoga cloth­ing, which is why there’s an abun­dance of options.

Captialism and yoga

In Amer­ica, most yoga stu­dios are intent on trans­form­ing the class­room into the peak yoga expe­ri­ence. Instruc­tors chore­o­graph their asanas and vinyasas, script their ded­i­ca­tory mono­logues and invoke rit­u­als to make each class unique and vibrant. Each ses­sion is blessed with a musi­cal sound­track wor­thy of a DJ, exotic scents, and can­dle light. Indeed, the best classes can lead us to achieve a unique state of being, purged of the men­tal and phys­i­cal tox­ins that weigh us down, explor­ing the edge of our capa­bil­i­ties — and maybe a lit­tle far­ther, and enpow­ered by the still­ness that remains. A dozen or more bod­ies breath­ing and sweat­ing in uni­son build up a lot of energy in a room.

In the United States, it’s pre­or­dained that the con­sumer mar­ket dic­tates that each stu­dio owner — and teacher, for that mat­ter — com­petes against the other stu­dios and fit­ness cen­ters for cus­tomer alle­giance, as well as against all the other temp­ta­tions in the mar­ket. They must have a firm grasp of sup­ply and demand, and find the hook, nuance or niche that will dis­tin­guish them from other options and keep cus­tomers com­ing back for more enlight­en­ment. That’s also one of the rea­sons yoga styles and approaches have pro­lif­er­ated beyond the lin­eages traced back to India.

There is a sub­tle corol­lary mes­sage in the U.S. stu­dio sys­tem, that a stu­dent will never be able to dupli­cate the ambiance, pace and inten­sity of the stu­dio in the pri­vacy of his/​her home, even with audio­tapes and DVDs. No won­der stu­dents get dis­cour­aged at how pale their home prac­tice seems in comparison.

But the real test for a good teacher is whether a stu­dent can take some­thing learned in each class back into the home prac­tice. Only rarely do I hear teach­ers give assis­tance focused on the home prac­tice. I’ve come to the real­iza­tion that the class set­ting can only be of true value when it helps stu­dents take yoga’s essence back to their home and into the world. That’s why I want to be more con­sis­tent with record­ing my “one thing from class” idea — to find some­thing in each class that can feed back into my home practice.

Yoga studios part of urban renewal

Washig­ton Post Breath­ing New Rhythm Into Tired Streets:

The city does not count its yoga stu­dios, but an infor­mal sur­vey turned up 25. The old­est are clus­tered around afflu­ent George­town, Ten­ley­town, Cleve­land Park and Dupont Cir­cle — with six on Wis­con­sin Avenue alone — while the newest have set up shop on steadily gen­tri­fy­ing U Street, Logan Cir­cle and beyond. The most recent arrival is Yoga House, which opened on Geor­gia Avenue in the Pet­worth neigh­bor­hood in October. “

Debra Perlson-Mishalove of Flow Yoga Center

Debra Perlson-​​Mishalove greets yogis and yogi­nis with a smile at Flow Yoga Center.

My down­town DC yoga stu­dio, Flow Yoga, will be expand­ing its facil­i­ties over the next few months. It’s tak­ing over the sec­ond floor in the town­house that it shares with a liquor store on P Street. I went back to class after a two-​​month absence due to my daughter’s ill­ness and the class was packed on both occa­sions, four rows of seven mats. That means no long-​​winged arms in War­rior III or when bow­ing from Tadasana. Of course, there are classes when atten­dance is lighter. but the lim­ited change facil­i­ties and clogged com­mon areas dur­ing evening classes are really hold­ing back the busi­ness. Debra, the owner, started out two years ago and was doing well in her sec­ond year. Of course, expan­sion means that Debra is going to have to deal with build­ing per­mits and trades, a test for any yogi’s composure.

The Post arti­cle talks about yoga being a sign of gen­tri­fi­ca­tion (not nec­es­sar­ily a wholly great thing) and that the neigh­bor­hood is seen as safe when a woman to go to class car­ry­ing her mat rolled up under her arm. Out in the “burbs,” the classes at Thrive Yoga tend to have more mature clients, moms with kids and pro­fes­sional women. The big sell­ing point is child care dur­ing class hours. The packed classes tend to be on the week­ends in the morn­ing. Rockville is def­i­nitely not a yup­pie hotspot.