Beyond Yoga

What Beyond Yoga does

Beyond Yoga is a premium US activewear and athleisure brand founded in 2005 and headquartered in Los Angeles, California, operating as a wholly-owned subsidiary of Levi Strauss & Co. since August 2021. The company designs and sells apparel across women's, men's, maternity, and toddler categories for activities including yoga, pilates, running, tennis, pickleball, and golf, anchored by proprietary fabric technologies such as Spacedye™ (midweight performance knit), LuxeFleece™ (premium fleece), SoftWash Linen, UV Protection outerwear, and Featherweight collections. Products are priced from approximately $54 for basic tops to $168 for outerwear and are differentiated by inclusive sizing (XXS–4X) and a California-inspired aesthetic.

The business model is primarily direct-to-consumer: flagship e-commerce at beyondyoga.com (with free US shipping and returns), 14 owned retail stores across California, Illinois, Washington, Connecticut, Massachusetts, and Texas, plus a smaller wholesale channel. Marketing is built around the 'Seek Beyond' brand platform, the Move Beyond Collective community, hyperlocal influencer and fitness-studio partnerships, celebrity collaborations (Issa Rae, SOFI TUKKER), and seasonal experiential events. International e-commerce shipping is available to select countries (excluding the EU), with no disclosed geographic expansion outside the US.

Beyond Yoga is led by founder and CEO Jodi Guber Brufsky alongside co-founder Michelle Wahler and COO/CFO Jesse Adams, and operates with an employee base of 51–100. Reported revenue is $131.1M with 13.1% YoY growth at one point, accelerating to 17% full-year 2025 growth and 45% YoY Q4 2025 growth; the brand has expanded its product surface into menswear and lifestyle categories and is participating in Fashion for Good's Mass Balance Demonstrator project on biomass-attributed PET in textiles. A $1.1M California textile-worker wage settlement is noted as a labor compliance item.

Name

Beyond Yoga

Legal name

Beyond Yoga

Website

https://beyondyoga.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Beyond Yoga is a premium US activewear brand selling proprietary fabric-based apparel across women's, men's, maternity, and toddler categories via DTC e-commerce, 14 owned retail stores, and wholesale channels under Levi Strauss & Co. ownership.

Ownership category

akta.pro rank

Product category

Premium Activewear and Athleisure Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Yoga, Pilates & Studio Wear (CRAAAEAC), Activewear & Training Apparel (CRAAAEAA), Athleisure & Performance Apparel Retail (CRAAABAE), Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

Keywords

• Premium activewear
• Women's leggings
• Athleisure apparel
• Yoga clothing
• Maternity activewear

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Apparel Sales: Beyond Yoga generates revenue primarily through direct sales of premium activewear including leggings, tops, shorts, dresses, outerwear, and accessories through its e-commerce platform and retail stores. The brand offers products across women's, men's, maternity, and toddler categories.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Beyond Yoga designs, manufactures, and sells premium activewear and athleisure apparel directly to consumers. Its core product range includes women's leggings, tops, bras, shorts, dresses, outerwear, and layers built around proprietary fabrics such as Spacedye™, LuxeFleece™, and SoftWash Linen. The brand also offers men's activewear, maternity and postpartum pieces, toddler leggings, and activity-specific collections for yoga, pilates, running, tennis, pickleball, and golf.

Product overview

Beyond Yoga is a premium activewear brand offering a unified product portfolio centered on yoga and fitness apparel. The core offering includes women's activewear (leggings, tops, bras, shorts, dresses, outerwear), men's activewear, maternity wear, and toddler leggings. Products are organized around signature fabric technologies including Spacedye™ (midweight performance fabric), LuxeFleece™ (premium fleece), and SoftWash Linen (relaxed warm-weather fabrics). The brand sells through multiple collections targeting specific activities (Pilates + Yoga, Running, Tennis + Pickleball, Golf) and aesthetics (Travel Collection, The 90's Edit, Outdoor Collection). Beyond Yoga operates as a direct-to-consumer e-commerce platform with 14 retail stores, offering free shipping and returns within the U.S.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Activewear
• Men's Activewear
• Maternity Wear
• Toddler Leggings
• Spacedye™ Fabric Line

Quantifiable outcome

• 45% year-over-year revenue growth in Q4 2025 and 17% full-year 2025 growth
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core, minor and flagship.

• Fashion for GoodcoreStrategic or Co-development Partner · 31 March 2026Beyond Yoga participates in Fashion for Good's Mass Balance Demonstrator project, aiming to implement and scale the mass balance attribution (MBA) chain-of-custody model for biomass-attributed PET in textiles. The project involves industry partners including Bestseller, On, Paradise Textiles, Indorama Ventures, UPM Biochemicals, and Textile Exchange to produce biomass-attributed resin and yarns, quantify climate impact through greenhouse gas emissions modeling, and develop a blueprint for industry scale-up.
• SOFI TUKKERminorGTM or Marketing Partner · 23 March 2026Musical duo SOFI TUKKER performed at Beyond Yoga's Spring Equinox celebration 'Seek Beyond: Open Air' in Los Angeles, featuring a guided hike, custom music venue, and launch of Spring 2026 collection to promote community and brand engagement.
• Issa RaeflagshipGTM or Marketing Partner · 24 July 2025Actress and entrepreneur Issa Rae partnered with Beyond Yoga for the Seek Beyond brand platform and campaign, writing an original anthem for the brand. The collaboration features the Beyond Yoga Outdoor product line and promotes wellness, mindfulness, and personal growth themes aligned with the Seek Beyond platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alo Yoga: Premium California-based yoga and athleisure brand selling women's and men's apparel through DTC e-commerce and owned retail. Most directly comparable peer given similar premium positioning, community-driven marketing, and category overlap.
• Vuori: California-based premium activewear and lifestyle brand with strong DTC and growing wholesale. Comparable product mix, California aesthetic, and premium price points to Beyond Yoga.
• Outdoor Voices: Direct-to-consumer activewear brand with a strong community and recreational-fitness positioning. Comparable in target demographic, brand-platform-led marketing, and DTC-led distribution strategy.
• Aviator Nation: California heritage-inspired activewear brand recognized alongside Beyond Yoga as a top athleisure brand. Comparable California aesthetic, premium price points, and lifestyle brand positioning.
• Carbon38: Premium women's activewear retailer carrying multiple brands and its own label. Comparable in women's activewear focus and premium positioning across yoga, pilates, and studio categories.

Broad incumbents

• Lululemon: Global leader in premium technical athletic and yoga apparel with extensive retail footprint. Competes head-to-head with Beyond Yoga in women's activewear, menswear expansion, and community-driven brand marketing.
• Athleta: Gap Inc.'s premium women's activewear brand operating through DTC e-commerce and owned retail. Directly comparable in product categories, inclusive sizing focus, and women's activewear positioning.
• Spanx: Women's apparel and shapewear brand with growing activewear offerings. Comparable in women's-focused premium apparel positioning and lifestyle brand identity.

Emerging players

• Girlfriend Collective: Sustainable activewear brand with inclusive sizing and DTC focus. Comparable in inclusive sizing strategy and activewear category, with a sustainability and value-premium positioning.
• Year of Ours: Women's activewear brand specializing in leggings and retro-inspired athletic apparel. Comparable in women's activewear category, DTC focus, and inclusive sizing approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/beyondyoga/?hl=en
• Xx.com/beyondyoga
• Facebookfacebook.com/beyondyoga
• LinkedInlinkedin.com/company/beyond-yoga

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beyond Yoga