Yoga has hit the mainstream in North America. We have fallen in love with yoga; in fact, we’ve gone a little yoga crazy. Yoga studios are everywhere, and yoga spinoffs are abundant. Multimillion dollar clothing companies (think Lululemon) with clever concepts, designs and branding have turned erstwhile sweats into “yoga pants”- daywear of choice for many. Let’s face it, while purists may not be happy, yoga is now big business.
The spinoffs are not confined to clothing companies. Yoga mats, books, magazines, blogs, etc abound. New types of yoga have raised a few eyebrows among traditionalists over the last few years; “Anti-gravity Yoga” (combines aerial acrobatics with yoga), “Baby Yoga” (a video of which caused international consternation), and “SUP Yoga” (performed while standing up on a paddle board, hence the acronym), to name a few.
And then there’s Doga. Yes, “Doga.” Doga involves your pup in some partnered yogic stretching, massage and breathing exercises. Some enthusiasts do their yoga poses with Fido or Fifi draped over their necks or backs. And while Doga may not currently be as popular as Hot Yoga, there is internet evidence to suggest the trend is quickly gaining in popularity.
Yoga’s roots are anything but materialistic, but there is no getting around its economic impact. According to the NAMASTA (North American Studio Alliance) website, Americans now spend about $27 billion per year on yoga and yoga-related items. Combine that with the approximately $10 billion spent annually on pet-related products and services and….. you get the picture. Let’s be canine-did, that’s a lot of market potential.
Submitted by Jacquie Thillaye. Find her at www.shapecommunications.ca
