For better or worse, yoga was having a massive renaissance in the Instagram era. For Manduka, the brand beloved by yoga teachers since 1997, this rise brought new, well-funded competition from all sides. Remaining the insider’s favorite while scaling the business would require uniting core yogis and mainstream yoga-curious audiences into one community – with one favorite brand.

Make Manduka the symbol of every authentic yoga practice – whether it’s daily in the studio or once in a while at home. We cultivated an Ambassador program made of hundreds of core, influential teachers – creating a halo effect attracting teachers and practitioners looking for the real thing. We made yoga relevant in every part of life with daily cues on social media and hyper-active community management, nation-wide immersion events, creative media pitching advocating yoga as a benefit for every lifestyle, and of course, education on what makes Manduka the most supportive, sustainable and stylish yoga gear in the world.

We kept Manuka in the news consistently for 10 years and organically grew social audiences to 350k. Celebrities from Jessica Biel to Lady Gaga to Miley Cyrus were often spotted with their Manduka mats in tow. As Manduka became synonymous with “real” yoga and all the forms it can take, revenues grew from $1 Million annually to over $100 Million.