Guest blog post by: Kathy Murphy, President & CEO of the Centre for Entrepreneurship Education and Development (CEED)
In a very unscientific approach, I recently searched online for Yoga studios in Halifax and found 45 indexed listings. This was a surprise to even me, who discovered the practice and benefits of yoga about three years ago.
For a city of approximately 380,000 people, it seemed that this was a positive ratio compared to listings of traditional health clubs. If each studio offered four sessions per day, we’d see something in the range of over 2000 classes a week – a “guestimate” for the purposes of this discussion.
So – what’s with all the yoga?
Is it the frantic, hurried lives we live that deprive us from quiet contemplation yoga fulfills? Can the increasing demand for yoga provide a solution to the over stimulation of life and allow us to quiet our minds and bodies from the inside-out? Or is yoga simply another fitness trend that has risen, peaked, and will soon decline like so many others?
Dana Barton Moore, owner of Bikram Yoga in Toronto, was interviewed on the “yoga boom” of recent years. In part, Moore attributed the increase in popularity of yoga to the demands of the aging boomers who continue to be health conscious, while seeking out more spiritual and gentle methods of exercise.
Yoga’s origin is in the Far East and has been considered the ultimate way to harmonize body, mind, and spirit for centuries. Some claim yoga has been around for over 26,000 years, predating Aryan civilizations from the south-eastern Asia. Practicing yoga is said to bring a sense of peace while challenging one physically, within a calm and meditative environment.
The rise of popularity, or as some say – the “yoga craze” has allowed for a surge in supplier networks of all sorts, providing yoga wear, yoga towels and mats, DVD’s and a variety of other supply chain opportunities. One Canadian leader in yoga apparel is Lululemon. Recently, the yoga retail giant has taken its business model globally, opening stores across the US, Australia and China. After issuing an IPO in 2007, Lululemon engaged former Starbucks executive, Christine Day as CEO. Day brought 20 years of experience to Lululemon, influencing what she described in a 2008 Bloomberg Business interview as the development of, “a purpose inspired brand and culture of well being in health and fitness.”
Living just blocks away from the Halifax Lululemon store shows me shareholders are cashing in significantly. Lines of people four deep and a block long were a daily sight for many weeks leading up to Christmas. These pushing hoards of shoppers seemed contradictory to the peaceful and balanced meditative premise of yoga. I suppose capitalism and commercialization can influence even the most balanced of business concepts.
Yoga is indeed big business here within our region. CEED client Jenny Kierstead is one such example of following an entrepreneurial and spiritual goal to new heights of success. Kiestead’s Breathing Space Yoga has operated for some ten years in Halifax, experiencing significant growth to new markets both geographically and demographically.
Admittedly – I am hooked on yoga. What else offers stretching and core strengthening while enjoying the rare pleasure of a relaxing and peaceful setting for an hour? A friend recently asked me whether yoga is considered “real exercise”. I chuckled knowing I’ve had my share of shrill commands of “three more – two more!” while the latest pop hits pound over the speakers. I’m not knocking the intense high energy work out of the 80’s and 90’s – I used to love them too!
With the continued growth of yoga, I’m happy to see that something I have come to love and enjoy has a strong future in the business of health and fitness. Anything that can focus on breathing, relaxation, and be physically challenging without inflicting pain, I can certainly buy into!
Individual classes range from $12 to $20 per session, so the investment can be significant. But if the business of yoga enriches lives spiritually, physically while driving small business economically, I think the ancient yogis would approve.
We can also watch for additional business trends that stem from yoga. Yoga retreats have been around for some time, but now with a new twist towards couples of varying age groups, there are many opportunities for entrepreneurs to use their creative and capitalistic ways to carve out a niche, while exploring an ancient, proven practice that has paid off for many. I hear that hockey players are even getting hooked on yoga – but as they say – we’ll save that story for another day…
Kathy Murphy, MBA, CHRP
President & CEO, CEED
CEED is devoted to helping people discover and use entrepreneurship as a vehicle to become self-reliant. We have a vision of a vibrant entrepreneurial culture for all of Atlantic Canada.
We are pleased that CEED is a Greater Halifax Partnership investor.