creative yoga marketing?

Jun 1, 2009 by

i was looking for my karma, has anyone seen it...? oh, right, this way.

i was looking for my karma, has anyone seen it...? oh, right, this way.

The buff woman in the bikini will point you in the right direction “to karma.” just posted some creative yoga (and fitness, because you know they’re the same thing) ads from around the world. I know that we all need to accept that yoga and marketing should just get along and live in harmony, blah blah blah. While I admire the ingenuity of these ads, it’s kind of predictable (and ironic) that creative yoga marketing involves bendy, stretchy, scantily-clad women in challenging postures.

[thanks JiggaRoo for the heads-up]


  1. Linda-Sama

    “creative yoga marketing involves bendy, stretchy, scantily-clad women in challenging postures.”

    yes, and usually only young, skinny, white women. and I’ve written about western/american yoga being sexist, ageist and racist before.

    I’m a woman of a certain age who is more flexible and fit than the 18 year olds I teach but no one is looking to put me in an ad OR to market to me.

  2. Linda-Sama

    p.s. and thanks for the link love! :)

  3. No question, yoga marketing tends to stress the “yoga butt” over the “yoga consciousness”…which, as you point out, is predictable enough.

    I tend to think that even some of the more well-meaning ways that people try to “sell yoga” also tend to be geared toward bringing in the customers in the short term but counterproductive in the long term. For instance, one thing I’ve seen repeatedly in advertisements for yoga studios, yoga books, and yoga magazines are stories of the wonderful, life-changing experiences people have in their very first yoga class. While, no doubt, some people do have such experiences right off the bat, I suspect my experience is more typical: for the first few months, the first time I started doing yoga, and the second time, some years later, I felt very little but tired and sore. As I was kind of at the end of my rope in a number of areas, I kept at it, and, eventually, had some wonderful epiphanic experiences (though very few in the first go-round) and, nowadays, I pretty much love it all (though it still ain’t easy).

    As such, I’d love some time to see some marketing that simply admits that yoga can be hard….

  4. haha i have to agree with you that the marketing is quite predictable – no wonder the general public has a misconception of yoga! great blog… and thanks for the mention! :)

    added you to my reader so i’ll definitely be a regular here.

  5. girlwarrior

    Thanks, Jiggaroo! I heart your blog. And I heart regulars. See you around!

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