Finally, it’s here. Yoga with attitude. And not the ‘I went to a yoga retreat in Tuscany darling’ kind. Yoga with real attitude and a very strong belief system. I stumbled across this yoga school the other day – yoga to the people. Rather than explain what they’re about… just read their mantra:

Pretty cool huh? Finally, a powerful and irreverent voice for yoga. Finally, a yoga school that I can tell apart from the millions of other ones. Yoga to the People are challenging what western yoga has become, right down to the business model – payment is not compulsory and you’re encouraged to pay what you want.

It’s so easy to look at another category and see all the conventions ripe for the breaking, but always difficult when dealing with our own. Here’s a starting thought, what’s the dominant emotion of our category? Flip it. Now try working with that.

One Response to “Yoga to the People”

1. Mark says: June 3, 2010 at 5:13 pm

   I heard a great piece on NPR about this lot and they seem genuinely committed to it, not just using it as Marketing fluff, because they want lots and lots of people to have access to yoga not just MILFs. How do I know? They don’t charge, they ask for donations. As Bill Bernbach said, “a principle is not a principle till it costs you money” and I’m sure this does cost them in the short run. I sure hope it pays off long term though. Would restore my faith in humanity.