Yoga is now going beyond just clothes, props and trademarked styles, now there appears to be a new chapter where yoga and business are uniting to bring the often flighty community of free-loving do-gooders who just want to share yoga bliss with their students with a paycheck. Some may think this is a way that yogis are selling out, but if yoga is your career and you are not so business-savvy, it really is in your best interest to find someone who can network and market your talents for you – because hey, let’s be realistic, everyone has to eat and in order to eat you need to make some mullah.
After a recent press release about the Gap’s attempt to gain market share with its new line of pure body layering apparel that targets yogis, we did some investigating to find out a little bit more about YAMA, the PR rep for A-list instructors like Sadie Nardini and Ashley Turner.
Straight from Ava Taylor, one of the founders of YAMA, the Yoga Artist Management Agency, the company is “a joint venture with Velour Music Group – producers of the groundbreaking Wanderlust Festival. YAMA is the premier yoga talent agency in the world exclusively representing a diverse portfolio of distinguished instructors.”
YAMA seems to be the forerunner of yogic agencies, hooking up athletes with legitimate endorsements, sponsorships and advertising gigs. So be on the lookout for more brand integration of yoga instructors in unconventional placements like corporate events and festivals. As a firm believer that everyone could use a little yoga in their world, I am interested to see how this new type of agency will pan out.
For more info on YAMA, try emailing firstname.lastname@example.org (no website as of yet, that I know of, which I do encourage them to launch sooner than later if they are looking to gain momentum and keep ahead as other players enter ‘the game.’)