Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Originating in India, yoga has become popular across the globe
  • Originating in India, yoga has become popular across the globe
    The Yoga People, Creative Commons (2014) ©
REPORT

Yoga for a new generation

Yoga has a long religious history in India, but modern Indians are taking cues from the West and replacing spirituality with weight-loss and Instagram selfies. This once 'uncool' practice is fast becoming big business - but some fear the 'real' yoga is being left behind.

Location Southern Asia / North America

Scope
It originated from India, but in the ‘80s and ‘90s, yoga had fallen out of favour with the Indian youth as a product of ancient times – something their grandparents once practiced. It was slow, boring and practiced in neighbourhood parks or small community centres, led typically by retired volunteers. If there was a yoga session on, Gen X was usually nowhere to be found.

But in the ‘90s, America discovered yoga – partly due to Bikram Choudhury’s efforts – and took to it in droves. In India, too, yoga centres started appearing – and they didn’t look ...

Canvas8

Related

  • Article image SoulCycle: exercise for body and soul

    People are searching for inclusive and immersive experiences. Boutique cycling studio SoulCycle provides a replenishing fitness experience that empowers your body, mind and spirit.

  • Article image Keeping up with the Kapoors

    Today's young Indians aren't 'Indian' at all. They're global consumers with modern values and a growing desire for an international lifestyle. And the world is beginning to take note.

  • Article image Why Reebok is betting on CrossFit

    In an attempt to revive the brand, Reebok has forged an alliance with fitness hub CrossFit, offering a guide for any brand hoping to marry itself with a passionate community.

  • Article image lululemon: are you a believer?

    Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings.