Yoga Marketing Trends
Yoga brands are trying to carve their niche in this growing category. Popular themes are integrating community, wellness, and sustainability, while also relying on consumers who primarily use yoga clothing for leisure.
The yoga market has exploded in the last 10 years – yoga exists in conjunction with all other fitness activities. Its rise in popularity in social media in particular has been staggering; it seems if you visit a popular destination, a yoga pose for your Instagram post is required.
With its growth in popularity, the yoga industry has certainly risen to meet the opportunity – there are dozens of brands competing for its consumer’s attention, especially for the women’s market (72% of practitioners as of 2016). Retailers are trying to carve their niche in this large market, and popular themes are integrating community, wellness, and sustainability.
The rise of digital has also contributed to yoga’s evolution in recent years. Yoga classes and instructors are not limited to physical locations – your laptop or smartphone brings the experience to you. In-person classes are also changing to enhance the experience, with mutations like silent disco yoga, aerial yoga, or goat yoga (yes, with farm animals).
However, the yoga market also relies heavily on the customer who doesn’t primarily use the clothing for fitness, but leisure. Brands heavily promote the comfort and versatility of their products, encouraging customers to style pieces for the studio and the street.
Yoga Email Reporting Data
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MailCharts has curated a group of over 20 Yoga brands to provide you with insight into the category. MailCharts tracks and offers reporting on over 30,000 brands. Join today and create your own custom groups to plan your strategy.
Yoga Industry Trends
Asana Your Way
Your free 30-day trial to Alo Moves—Start practicing today!
Sent by Alo Yoga
No longer do you have to visit a yoga studio to attend a class. With the rise of digital fitness classes, you can find yoga classes from brands like Alo Yoga and yoga-specific platforms like Glo. If you want feedback on your flows, 2-way streaming yoga is the latest innovation. Yoogaia, a Finland-based company, has over 50 instructors live streaming yoga classes with over 50,000 users in 50 countries. Teachers can see every pose so they can correct each user in real time. Wearables are also a new player in the yoga space. As of the 4th generation Apple watch, users can track their yoga workouts (though just monitoring heartrate and duration). A more significant innovation is the smart yoga workout from Pivot, which provides feedback from the 16 sensors embedded in the yoga pants and shirt that the user wears.
Mix It Up
SB LIVE ALERT: New classes + more!
Sent by Sweaty Betty
If you want to attend a yoga class in person, be prepared to choose from a variety of different types. Sweaty Betty offers classes like Psycle and Hotpod Yoga. Newer on the field is aerial yoga, in which the user poses from a hanging sling, and SUP yoga, where you might integrate some swimming if your asanas aren’t smooth enough. More and more, yoga classes are branching out with their variations – naked yoga, “bro”ga, and acro yoga, to name a few.
Yoga For All
WANDERLUST TAHOE Sweepstakes! 🌲
Sent by Beyond Yoga
Yoga strives to bring together a community, which is why the festival market has risen in trend in the last years. Wanderlust is the most well-known yoga and wellness festival, but smaller festivals are present almost every weekend worldwide. Along with community is the rise in inclusivity, especially in the plus-size market (traditionally underserved in yoga).
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Yoga Promotional Trends and Sending Behavior
MailCharts Yoga Data From 2019
More than a third of the emails sent in Yoga in 2019 included a promotion. This was a on par with promotional activity in 2018.
Over a third of the promotions included in Yoga emails in 2019 were percentage-off discounts. The least popular promotion type was BOGO (Buy One, Get One) offers.
Most Popular Send Day
Yoga brands are known for sending campaigns often. Tuesday was the most popular send day in 2019, as brands filled the inboxes of customers mid-week.
Most Popular Send Time
Mornings have proven to be one of the most popular and effective send time for companies, and this was no different for Yoga brands in 2019.
Start Planning Today
Join MailCharts to view the latest email data from the brands you are looking for. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of yoga and fitness companies. Access email data from 2019, 2018 and earlier to help you plan and build your strategy.
Yoga Promotion & Email Activity
MailCharts Yoga Data From 2019
Most promotional week
Nov. 24-30, 2019
The week that included Thanksgiving in 2019 was the most promotional Yoga brands. During that week, they sent the most emails that included a promotion.
Most active week
Nov. 24-30, 2019
Yoga brands sent the most emails at the start of the critical holiday shopping season in 2019 as shoppers started checking gifts off their list.
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Strategies for Yoga Messaging in Emails
Your Monday Wellness Motivation
Sent by Gaiam
Yoga in particular has a specific lens – use the community and influencers to tell the story of the product. Incorporate wellness topics, like this example from Gaiam, and encourage users to meet in person at a local store or class. Align your brand to a cause that speaks your core demographic, but don’t seem disingenuous. Tell the customer all about the latest technology features, but also how to style a performance piece.
NEW arrivals you need to see
Sent by Vuori
You know your customer loves a particular yoga pant – there’s no reason to do a perfectly curated email for its release in a new color. Start a new arrivals email flow, like this example from Vuori, for your most dedicated shoppers of customer favorites.
Our most versatile material
Sent by Outdoor Voices
We know with the rise of athleisure, folks love comfort. Focus emails around the versatility and comfort of your most popular pieces, like this example from Outdoor Voices, while also giving tips on how to style them for a street look. Your most-loved pants and tops should be featured in distinct looks, to give customers multiple ways to wear them.
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Join MailCharts today to create your own groups and view current and past email data. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of athletic gear companies. Start planning your strategy today!