Canada’s Globe and Mail Report on Business magazine has named Lululemon Athletica’s Christine Day CEO of the year . This news comes after the Vancouver-based company was criticized in the media for its new “Who is John Galt?” shopping bag (a reference to the Ayn Rand novel Atlas Shrugged). Day, who came from Starbucks and has served as Lulu’s CEO since 2008, has overseen tremendous growth during her tenure. “Lululemon saw its stock climb to almost $60 this fall, up over 280% from when Day joined the company, and a whopping 250% gain year over year,” according to the article. Day points to the company’s stated values as a driving factor in that growth. “Investing in your health will pay big dividends for individuals and society,” she told the magazine, “elevating the world from mediocrity to greatness.” Of course, the anti-mediocrity sentiment led to Lululemon’s controversial use of the Rand quote . “I believe in a culture of personal accountability and not compromising your values,” Day said. “Atlas Shrugged is both about not accepting mediocrity and being personally accountable for the life you are creating.” But Lululemon has always used inspirational (or what the magazine calls “communitarian”) messages for their logos, such as, “The pursuit of happiness is the source of unhappiness” and “Friends are more important than money.” It’s this selling of ideals, and not just yoga pants, analysts say, that has fueled the company’s enormous success. “Compared to more price-driven products, Lululemon apparel gives its customers the feeling that they’re purchasing a lot more than mere ‘value,’” the article states. “Buy a Cabin Long Sleeve T-shirt and you’re involved in bettering yourself. Pick up one of those cute Lucky Luon headbands and you’re joining a community of like-minded people. … It’s a thing of virtue. Budget in other spending categories if you must, the brand seems to whisper, but don’t stop taking care of your body and building a better society.”

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Lululemon’s CEO of the Year

Balancing the business and spiritual sides of yoga has always been a delicate one. An article in Business Week broaches the scramble for yoga teachers to trademark their yoga styles, citing that “out of the 2,213 trademark applications containing the word yoga, more than 2,000 have been filed since 2001.” The original yogi to trademark his style is Bikram Choudhury, who got a lot of slack at the time for his desire to “own” his series of poses. But now, the trend has caught on. From BROga® to Hillbilly Yoga®, many teachers are choosing to go the Bikram route. Hanel then broaches the underlying message: that yoga is going mainstream. As the Eastern mystic practice has spread from hippies to soccer moms to Metallica fans (yes, there’s Metal Yoga™), aspiring gurus are seeing an opportunity in the $6 billion U.S. yoga market. “Yoga today is where the Food Network was 15 years ago,” says Ava Taylor, whose Brooklyn-based Yama Talent manages the careers of 41 ambitious yogis. “Many of these teachers will cross over into the mass market.” We want to know: What do you think of trademarking yoga styles?

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Trademarked Yoga Is All The Rage

Two interesting, and strikingly different articles caught my eye in Sunday’s New York Times . The first, a book review by Pankaj Mishra that somewhat negatively reviews the rise of yoga in the United States. Whether in the streets of Mysore or on Fifth Avenue, yoga cannot be disentangled from specific histories or specific cultural and economic practices. Of course, the more vulgar aspects of its inevitable commodification in the United States, like $1,000-a-night yoga cruises, ­ought to be deplored. Certainly, the civic or political virtue that results from limber, yoga-toned bodies is not yet measurable. And it would be nice if American followers of yoga, who increasingly define the future of this Indian discipline, would at least occasionally seek something like spiritual transcendence. And the second, a glowing interview with Anusara founder John Friend by Mimi Swartz . The first time I encountered John Friend was at a workshop at a Woodlands community college nearly 10 years ago. At the time I was practicing a stricter form of yoga, and Friend’s joke-cracking and mind-boggling acrobatics — he is famous for his handstands — were something of a revelation. Yoga could be . . . fun ? As Friend led us through the poses, he spoke in a soft voice, insisting that we contain divinity within ourselves and must discover and express our inner goodness to fulfill our obligation to better our world. How to do so was never expressly stated — except for practicing yoga, of course — but I left the workshop feeling better physically, mentally and emotionally. I didn’t know at the time that this was my introduction to what others call “the cult of John.” If Friend could be compared with anyone outside the yoga world — and I am not sure he would like this comparison — it would be Joel Osteen , the magnetic evangelical megachurch minister with the feel-good message and a book-and-television empire. Osteen’s God is loving and forgiving. Osteen doesn’t get hung up on dogma, and thus everybody is welcome. I, for one, am happy to see yoga being discussed in the mainstream media. Glad that it is a part of our culture and open to debate. It’s good to know that people are thinking about these things and that makes it more likely to reach a deeper stream in our society. What do you think? ps- John Friend (@anusarafriend) plans to post his response to the interview today!

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John Friend and Yoga in America

When it comes to the fashion industry as a whole, it’s no secret that designers tailor their clothing to thinner, smaller bodies. Considering the inclusive nature of yoga, however, you might expect things are different in the yoga fashion industry. But a recent article in the Vancouver Sun suggests that yoga-inspired clothing company Lululemon isn’t doing all that it can to keep its stores stocked with larger-sized clothing (12 and 14? Isn’t that average for American women?). Lululemon does carry sizes 12 and 14 in their core items, a spokesperson told The Sun . Regardless of Lululemon’s practices, the article brings up some important questions: Have plus-size yogia students been excluded from the trendy world of yoga fashion? If you’re an average- or plus-size yogini with curves, do you have a hard time finding comfortable, stylish yoga clothes? Which companies do you think do the best job of creating clothes for all different shapes and sizes?

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Is Yoga Fashion Only for Teeny Yoginis?

Two followers of Baba Ramdev have bought the Scottish island of Little Cumbrae with plans to establish an “international yoga camp” there, reported the Guardian.co.uk . The island will be renamed Peace Island. According to this article in the Daily Record , there will be an opening ceremony on September 27. Do you like the idea of having a whole island devoted to yoga? Or is it a little much?  

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Isle of Yoga