In the crowded activewear market, Beyond Yoga has built its brand around something deeper than product: comfort, body inclusivity and the belief that wellness should feel good — not unattainable.
In this episode of Retail Remix, Nicole Silberstein speaks with Katie Babineau, CMO of Beyond Yoga, about how the brand has scaled its presence while staying rooted in the values that built its loyal community. From its cult-favorite Spacedye fabric to its long-standing commitment to body inclusivity, Beyond Yoga has focused on building trust with customers rather than chasing short-term trends, even as it evolves following its acquisition by Levi Strauss & Co.
Key Takeaways
- How Beyond Yoga differentiates itself in the fast-growing premium activewear category;
- Why the brand’s “progress over perfection” philosophy resonates with today’s wellness-focused consumers;
- How the Seek Beyond brand platform guides both marketing strategy and internal culture;
- What the Levi’s acquisition has enabled in terms of infrastructure, scale and speed to market;
- Why real-life community experiences and brick-and-mortar expansion are central to the brand’s growth strategy; and
- How social-first storytelling and user-generated content are helping Beyond Yoga build deep, authentic connections with customers.
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What is Retail Remix?
The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.