Summary
Wondery Plus subscribers can listen to how I built this early and ad-free right now. Join Wondery Plus in the Wondery app or on Apple Podcasts. I recently stayed in an amazing Airbnb apartment on a trip abroad, and the apartment I stayed at was beautiful and just so centrally located. It was amazing. I would go there again and again. Have you ever been lying in bed at an Airbnb?
Key Points
- It was founded in 2005 by two women, Michelle Whaler and Jodi Gubrbrowski, though in this episode we'll just hear from Michelle.
- And where Beyond Yoga actually found its niche was in making yoga clothes for women of all sizes.
- Slowly, carefully, and methodically, the brand found a lot of loyal fans.
- I'm obsessed with fabrics and I love the touch and feel and I And that was really important.
- And this was too important of a piece of the business to outsource.
- But I will say, I think one of the most important hires I made was when I ended up hiring my COO, CFO, who happens to be a very good man.
Key Moments
Beyond Yoga's mission to make clothing for all body types
Michelle Wahler describes falling in love with Beyond Yoga's core mission of creating activewear for women of all shapes and sizes, challenging the narrow beauty standards that dominated the industry.
"Beyond Yoga is the whole reason Beyond Yoga exists. It's created to make clothing that's for women of all shapes and sizes and to show people that every body is beautiful and all bodies are good bodies."
The discovery of the signature spacedye fabric
Michelle recounts the pivotal moment when she discovered the luxuriously soft fabric that would become Beyond Yoga's signature material, insisting on using it despite being told it was too expensive.
"And I was like, I don't care how expensive it is. This is what everybody is going to want to put on their body."
Wholesale as marketing you get paid for
Michelle explains Beyond Yoga's unconventional strategy of pursuing wholesale distribution through yoga studios, boutiques, and department stores, viewing each retail placement as paid marketing that reinforced the brand.
"So I'm a huge fan of wholesale, and I've always looked at this as a way of reinforcing your brand. I think of wholesale as marketing that you get paid for."
Softest and most inclusive activewear pitch
Michelle describes Beyond Yoga's unique selling proposition centered on softness, inclusivity, and transition clothing that worked for both everyday life and active pursuits, positioning them among the first brands to create active layering pieces.
"Our pitch was that we are the softest, most inclusive activewear line."
