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. 

Related Links

• Explore Beyond Yoga’s activewear collections and brand story
• Related reading: Beyond Yoga Expands to East Coast with Connecticut Store Debut
• Get more retail industry insights from Retail TouchPoints
• Subscribe and catch up on all episodes of Retail Remix