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Beyond Yoga aims to have ‘many’ stores. They’ll probably be yellow.

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Beyond Yoga aims to have ‘many’ stores. They’ll probably be yellow.

CEO Nancy Green says the brand color is reflective of a broader focus on joy — and making progress over perfection.

Beyond Yoga CEO Nancy Green has an easy answer when asked why the brand didn’t go for a permanent location for its recently opened New York store.

“Oh we will,” she said of the pop-up location, which debuted in September and will stay open through January. “It's a great way to explore and to learn and sort of test out the area. But yes, eventually we will have a permanent home.”

While the company isn’t sharing metrics on the performance of its temporary New York location, Green said she was “pleased” with the results so far and that the company is receiving positive feedback from customers.

The store is located in New York’s Flatiron District and takes cues from Beyond Yoga’s 2024 pop-up, which was located nearby. While that first location was more focused on building community, this year’s pop-up offers a more built-out shopping experience alongside a studio that can be used for classes and other activations.

Activations so far have included an “Open Air” event that took place on Saturday, featuring a community run and a live performance by Natasha Bedingfield. It’s an example of what Green calls “owning joy” and “celebrating progress over perfection.”

“A lot of people and players in this space are emphasizing performance and high performance,” Green said. “We're not about that. We're about actually enjoying the experience.



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