Yoga have existed for centuries. Yoga was founded by Rig Veda four thousand years ago. Indian scriptures written three thousand years ago shows yoga poses, Hindu scriptures called the Vedas describes Yoga in detail. Yoga, as we know it today, is a far cry from its origins in ancient India. Yogis certainly are enjoying the yoga benefits to the psyche; the contemporary practice even appears to be far more interested in the mental benefits. Much of what we see around the yoga conversation has to do with muscle tone and lifestyle issues.
Yoga is a form of exercise that focuses and works on the physical and mental part of the body and unites the body, mind, soul and spirit which further explains the origin of the word yoga gotten from ”Sanskit” meaning “unity” or “joining together” Yoga today has come to be perceived as something of a panacea for the ailments of modern society – tech overload, disconnection and alienation, insomnia, stress and anxiety.
Regardless of which benefits yogis enjoy most, there’s no questioning that it’s a growing industry we can’t ignore. When compared to other similar forms of indoor recreation, yoga not only dwarfs the competition, it’s the only activity experiencing steady growth. This growth has not gone unnoticed by the thousands of studios, apparel and nutritional companies reaping the benefits of the $27 billion dollar industry.
Some of the world’s biggest brands have tapped into the tremendous growth of the yoga industry. Think Nike, Adidas, Champion, Reebok and Under Armour. But the craze has also spawned successes from up and comers like Lululemon, Gaiaim, Yogitoes and more. Assuming the yoga industry continues to grow, how can these brands stay competitive?
Still, it’s the tradition that many worry is being lost. People are very concerned about the proven health benefits of Yoga but it doesn’t mean that every form of adaption of its practice is valuable. However, variations began to proliferate as research on yoga’s health benefits became more robust. At that time, the practice became more widely accepted and the industry started to cash in.
Perhaps inevitably, yoga’s journey from ancient spiritual practice to big business and premium lifestyle. Complete with designer yoga wear, mats, towels and luxury retreats has some devotees worrying that something has been lost along the way. The growing perception of yoga as a leisure activity catering to a high-end clientele doesn’t help. “The number of practitioners and the amount they spend has increased dramatically in the last four years,” Bill Harper, vice president of Active Interest Media’s Healthy Living Group, told Yoga Journal.