Yoga Agents? Yoga Goes Hollywood

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 (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.’)

7 responses to “Yoga Agents? Yoga Goes Hollywood

  1. Pingback: Yoga Agents? Yoga Goes Hollywood « Elephantbeans | Ephemera 21

  2. “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.”

    I know this is true, but… Still… It’s depressing to think about yoga as a “business” and to think of yoga instructors heading to agencies, for pete’s sake, so they can “market” themselves better.

    Interesting post—thanks for sharing! 🙂

  3. I agree, it is definitely a fine line. I think the trick is to find a happy medium – where yogis get paid, but don’t abuse it beyond the beliefs/ethics and boundaries they set before they go ‘hollywood.’

  4. Pingback: Selling Out: Yoga Talent Agency Seeks A-list Yoga Teachers Seeking Fame

  5. Pingback: Pretty Huge News for Yogis: There’s An Official Yoga Talent Agency Afoot! | Drishti - Yoga Clothing & Essentials

  6. Hello Elephantbeans!

    Ava Taylor, the founder of YAMA here, thank you sleuthing to find out more information about YAMA and for being the first to get it out.

    I’m writing in to provide a little more clarity for your readers, please have a look!

    At YAMA, we have one major goal, which is to spread the practice of yoga by helping teachers do what they do best: teach. Like other artists, athletes and scholars, we believe that yoga teachers should have freedom to focus on their craft, to practice, study and innovate.

    We accomplish our goal by easing the burden of the business side of being a yoga teacher, from finding teaching opportunities to getting the word out about our clients’ workshops and classes. Ultimately, we believe this is good for our teachers, good for their students, and good for the continued growth of the yoga community.

    Stay tuned for an official list of YAMA clients and our public launch!

    I look forward to meeting you.

    See you in class,


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