From Side Hustle to Success: The Story of Beyond Yoga

Beyond Yoga is a renowned activewear brand that has gained widespread recognition for its commitment to body positivity and size inclusivity. Founded in 2006 by Michelle Wahler and Jodi Guber Brufsky, the brand has grown from a modest side hustle to a multimillion-dollar enterprise, ultimately being acquired by Levi's for a staggering $400 million in 2021.

Michelle Wahler, a graphic designer by profession, initially started her entrepreneurial journey with a side hustle that involved creating personalized T-shirts for her friends. Her creations were unique and celebrated women for who they were, without conforming to unrealistic beauty standards. This side hustle laid the foundation for her future success with Beyond Yoga.

From Personalized T-shirts to Beyond Yoga: A Passion for Body Positivity

Wahler's passion for creating clothing that empowered women led her to co-found Beyond Yoga with Jodi Guber Brufsky. The brand's core mission was to provide comfortable and stylish activewear that catered to women of all shapes and sizes, challenging the prevailing beauty standards in the fashion industry.

• Beyond Yoga's commitment to body positivity and size inclusivity was a groundbreaking concept at the time of its inception.
• The brand's dedication to creating clothing that made women feel confident and comfortable, regardless of their body type, resonated strongly with its target audience.
• Beyond Yoga's success can be attributed to its unwavering focus on empowering women and promoting positive self-image through its clothing.

Beyond Yoga's Journey: From Humble Beginnings to Global Recognition

Beyond Yoga's journey to global recognition was not without its challenges. The brand faced numerous hurdles in its early years, including securing wholesale partnerships, navigating the complexities of the fashion industry, and building a skilled team.

• Despite the challenges, Wahler and her team persevered, learning from their experiences and consistently adapting to the evolving market landscape.
• The brand's commitment to quality, innovation, and body positivity helped it gain a loyal customer base and establish itself as a leading force in the activewear industry.
• Beyond Yoga's success story serves as an inspiration to aspiring entrepreneurs, showcasing the power of passion, hard work, and a genuine belief in one's vision.

A Notable Milestone: Space Dye

One of the pivotal moments in Beyond Yoga's growth story was the discovery of Space Dye, a revolutionary fabric that became synonymous with the brand. The fabric's soft, durable, and stretchy properties made it an instant hit with customers and played a significant role in driving the brand's popularity.

• The exploration of Space Dye in 2013 led to a significant shift in Beyond Yoga's product offerings, contributing to its overall success.
• The fabric's unique aesthetic and performance qualities further solidified the brand's position as a leader in the activewear industry.
• Space Dye continues to be a core element of Beyond Yoga's collections, showcasing the brand's commitment to innovation and customer satisfaction.

Beyond the Bump: Expanding the Beyond Yoga Brand

Beyond Yoga's commitment to empowering women extended beyond its core activewear line. The brand expanded its offerings to include the Beyond the Bump collection, specifically designed for women during and after pregnancy. This expansion demonstrated the brand's understanding of the evolving needs of its target audience.

• Beyond the Bump's success further solidified Beyond Yoga's position as a brand that catered to women at every stage of their lives.
• The brand's dedication to providing comfortable and stylish clothing for pregnant women was a testament to its commitment to inclusivity and customer satisfaction.
• Beyond the Bump has become a popular brand extension, attracting new customers to Beyond Yoga and further expanding its reach.

The Levi's Acquisition: A Full Circle Moment

In 2021, Levi's acquired Beyond Yoga, marking a significant milestone in the brand's journey. The acquisition was a testament to Beyond Yoga's success and its potential for continued growth under the umbrella of a larger, more established company. The acquisition was a full-circle moment for Wahler, reflecting her journey from a side hustle to a successful business.

• The Levi's acquisition was a strategic move for both companies, combining Beyond Yoga's expertise in activewear with Levi's established brand recognition and distribution channels.
• The acquisition allowed Beyond Yoga to reach a wider audience and expand its global footprint, leveraging Levi's resources and expertise.
• The move signaled a commitment to supporting female entrepreneurship and promoting body positivity within the fashion industry.

Michelle Wahler's Advice for Aspiring Entrepreneurs

Wahler's journey with Beyond Yoga provides valuable insights for aspiring entrepreneurs. She emphasizes the importance of passion, dedication, and a genuine belief in one's vision.

• Her advice to aspiring entrepreneurs is to pursue their passions, take action, and embrace the challenges that come with starting and growing a business.
• She encourages entrepreneurs to be patient, persistent, and adaptable, constantly learning and evolving with the changing market landscape.
• Wahler's story is an inspiration to all aspiring entrepreneurs, demonstrating the power of hard work, creativity, and a commitment to making a difference.

Beyond Yoga: A Legacy of Empowerment

Beyond Yoga's legacy is one of empowerment, inclusivity, and innovation. The brand has redefined activewear, challenging industry standards and setting new benchmarks for body positivity and size inclusivity.

• Beyond Yoga's journey from a side hustle to a global brand is a testament to the power of passion, perseverance, and a genuine belief in one's vision.
• The brand's commitment to empowering women has made a lasting impact on the fashion industry and continues to inspire countless individuals around the world.
• Beyond Yoga's story serves as a reminder that anyone can achieve their dreams with dedication, hard work, and a strong commitment to making a difference.