Home yoga How Capitalism Rebranded Yoga and Spread It Globally

How Capitalism Rebranded Yoga and Spread It Globally

by Marianne Navada
yoga and capitalism

The reality is that you only need yourself to practice yoga. But, having the right gear and props helps. And for motivation, seeing beautiful people practice doesn’t hurt. I’ve always been a bit hesitant to write about the stuff I use for my yoga practice on Lifdb. Yoga is not about buying. But it would be hypocritical of me to say that yoga is completely detached from capitalism and commerce. In fact, I believe that the commercialization of yoga is part of the reason for its growth. 

Over the years, I have seen yoga spread globally. In 2005 I went to visit my husband’s family in India. His aunts asked me about the practice and yes, I even guided a class. You see, yoga in India circa 2005 was not about groovy beats and Lululemon. It was mostly associated with men and religious figures. But the commercialization of yoga led to its detachment from religion, and subsequently, its global appeal. Yoga in India 2025 is still embedded in Hinduism and the sages (sadhus), but it also has versions of it embraced by Bollywood and commercial appeal. And yes, yoga pants and bras are part and parcel of yoga’s rebirth. 

Whether it’s the luxurious retreats, the clothes, the aura, Hollywood’s embrace, or the healthy lifestyle it’s associated with, I’m of mind that as long as more people do yoga, I’m happy. If it’s a cute alo yoga outfit that first drew a person to the practice, there’s nothing wrong with that. If you’re using weights and heat in your yoga practice, that’s fine too. And there are things that I know makes my practice better and part of it is improving the gear. In 2001 I bought my first yoga mat. There was only one brand available in the store. After a few uses, that thing was shedding. I used to wear loose gym shorts for practice. You can just imagine what happened to those shorts when I’m upside down. Because of commerce, my practice overall, has improved.

What I’m saying is that whether we like to admit or not, capitalism has changed yoga. And these changes made it more accessible to the world. It’s easy to lament yoga’s detachment from its Indian roots. I know I do. But I remind myself that it’s the rebranding of it that has allowed it to spread. To me, that’s still a win. 

With that, here are the things that are important for my yoga practice. 

Beginner and Occasional Practitioner

  • Good yoga mat: I currently use Liforme
  • Blocks: I have two pairs of blocks. The most recent ones are from alo yoga.
  • Strap: I currently use a Lululemon strap, but it’s currently unavailable. Having a good sturdy strap really helps. I do have a generic strap that I purchased 20-year ago. It has lasted, but it doesn’t feel the same. Alternatively, Manduka straps offer high quality ones. I have used them in yoga studios.

Regular Yoga Practitioner 

  • Align yoga pants by Lululemon: Align is my favorite material for yoga.
  • Yoga chair: I mostly use it to deepen backbends.
  • Bolster: for supine poses and restorative.
Commit to living.