OK. Maybe not a surprise. Here’s the gist of a new study from Chapman University (located in Southern California, for those curious):
The results show that yoga became decreasingly associated with spirituality and increasingly associated with medicine and fitness. The study argues that the shift in the meanings are due to the changes in how yoga gurus are trained, market contests amongst different meanings and the distinct branding practices of small and big players in the market.
The study is timely as today, 20.4 million Americans practice yoga, up from 4.3 million in 2001. They spend $10.3 billion a year on yoga classes and products, including equipment, vacations and media; constituting an increase of 80 percent in just four years. The U.S. yoga market density has been increasing with yoga enterprises rising from 14,058 to 26,506 and the number of employers increasing from 58,525 to 112,890 during the 2004—2013 period.
The whole brief summary is worth a look — it has a quick history of yoga, references to the rise of Power Yoga and the increase in medical studies.
What is left unanswered: Is this a bad thing?
Posted by Steve
Quick little potpourri of news for you.
First up, the Huffington Post published a map showing where there are the most yoga studios, per capita, across the United States. California and New York aren’t at the top, although Colorado is close. Find it here.
Secondly, because we’ve consistently touched on all things Lululemon, you may have heard that “used” Lululemons can cost a ton. From the Racked article:
When it comes to the Lululemon resale market, Nobles is far from unique. Hundreds of thousands of people are active members of this underground community. There are more than 100 private Facebook groups dedicated to buying and selling both new and used Lululemon items; over on eBay, countless sellers list Lululemon products with 1000 percent markups. Lulu running shorts can go for upwards of $800, as can the brand’s vaunted leggings. Bras easily resell for $250, while tanks are listed for $500.
The most glaring cause for this underground market, though, is Lulu’s merchandising strategy. Since its founding in 1998, Lululemon has run on a scarcity model: It only releases a certain amount of each style and doesn’t replenish stock once its sold out. Lulu maintains hype among its devoted shoppers by releasing new items every single week, but the scarcity of each piece means enthusiasts lust after sold-out goods.
And there were those Hillary Clinton memes.
Posted by Steve