First Look: Beyond Yoga makes NYC debut with experiential pop-up
Beyond Yoga is combining retail with fitness classes and more at its first-ever location in New York City.
The body-inclusive, active lifestyle brand, which was acquired by Levi Strauss & Co. in 2021, unveiled a pop-up, dubbed “Club Beyond,” on Oct. 11, at 31 East 17th St. in Manhattan. The space, open for one week, features drop-in fitness and wellness classes, expert-led workshops and exclusive brand experiences — along with an extensive assortment of Beyond Yoga apparel and accessories.
The pop-up will offer two to three curated classes per day spanning a range of wellness practices including yoga, mindful movement, low-impact cardio and body sculpting. It will feature everything guests will need for complete mind-body experiences, including a “bun and braid bar,” post-workout snacks, an exclusive smoothie and curated gift bags.
The merchandise assortment will include the brand’s Spacedye collection alongside new seasonal colors, an outerwear collection and its all-new lifestyle fleece collection. Products available for on-site customization and purchase will include a wide range of colors, sizes and silhouettes from Beyond Yoga’s signature styles and fabrications.
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Photo credit: Dylan Pearce -
Photo credit: Dylan Pearce -
Photo credit: Dylan Pearce
"The pop-up is a chance to merge our brand with the energy of New York City," said Nancy Green, CEO of Beyond Yoga. "This is more than just a shop, it's a launchpad for inspiration and a space where we can connect with our loyal community IRL, bringing to life an embodiment of our three brand pillars: mind, body, and connection.”
Headquartered in Los Angeles, Beyond Yoga was founded in 2005 and is grounded in the values of inclusivity and body positivity. The brand has over 1,218 wholesale accounts spanning both U.S. and international markets. It also operates stores, with five in California, one in Chicago and one in Seattle.
[READ MORE: First Look: Beyond Yoga opens first store beyond California]
"Beyond Yoga isn't just another active lifestyle brand, it's about joy, growth and expansion for mind, body, and connection; and Club Beyond is not your average pop-up — it's a community experience where our brand's purpose comes alive, inviting you to try new things," Green said. "It’s a gathering place where you can connect and learn from others through curated wellness content and experiences, while also shopping our newest collection in our crazy soft fabrics.”
