Eco-conscious yoga brand Yogi Bare has teamed up with high-end UK gym operator David Lloyd in a move that demonstrates the continued rise of yoga and its mainstream appeal.
The brand’s distinctive natural rubber mats and accessories, which feature chic designs and eco-friendly materials, can now be found at David Lloyd clubs nationwide, with David Lloyd members receiving an exclusive partnership discount when purchasing items for their own use.
Speaking about the partnership, Yogi Bare founder Kat Pither told Welltodo: “This partnership is really important to Yogi Bare’s ethos of yoga for everybody and every body.”
Adding: “It allows us to reach further audiences and spread the message of feeling able to just come as you are to yoga – whether it’s for mental health, injury and joint rehab or the physical practice.”
Beyond that, it also highlights the unstoppable rise of yoga’s mainstream appeal, which now extends far beyond the practice itself, to include, apparel, accessories and other lifestyle paraphernalia — a category that is expected to grow by more than $830m by 2024.
Today, it’s not enough to simply run yoga classes and workshops. To stay one step ahead of the competition, operators like David Lloyd must tap into the wider yoga lifestyle to connect more deeply with empowered consumers — who in the wake of coronavirus and the mass migration to working out from home, expect more value than ever from their fitness providers.
For Yogi Bare, meanwhile, securing partnerships and stockists with national brands such as David Lloyd, retailers Sweaty Betty and Oliver Bonas, and boutique operator BLOK — all of which have been announced in recent months — is helping to propel the brand towards its next stage of growth.
Having experienced a 900% increase in sales in UK and Europe during 2020, the startup is now looking towards developing a footprint in the US, where more than 37 million people currently practice yoga.
A soft launch in collaboration with music group Above and Beyond, as well as collaborations with various hotels and financial services giant American Express, means a website, warehouse and a customer service team are already in place. However, an upcoming collaboration with a top US yoga and fitness chain will facilitate a more formal launch, before the startup explores expansion into further global territories.
Despite her global ambitions, Pither remains cautious about maintaining the ethos and integrity of the brand — something she believes sets it apart from its competitors, and resonates so well with consumers.
“Accessibility has always been at the forefront of what I wanted to achieve with the brand — at every touchpoint — from the marketing, messaging, tone of voice and being able to offer the highest performance yoga equipment at a lower price point, she told Welltodo.
“So regardless of the fact my goal is for Yogi Bare to become a household name, those will always remain intact.”