Giving back
NEWS: Unsolved murder hits 5-year mark /A4 ARTS: Dance Days take over Greater Victoria /A10 SPORTS: Judo athlete faces big decision /A12
Brain injury survivor talks to kids about safety. Page A3
OAK BAYNEWS Watch for breaking news at www.oakbaynews.com
Friday, February 1, 2013
The changing face of yoga Business and lifestyle merging, as instructors realize industry’s ever-increasing potential Daniel Palmer News staff
Take a deep breath, relax and let it slowly sink in. The yoga business is booming. This weekend, the modern yoga industry descends on Victoria as hundreds of yogis, fitness gurus and health experts roll out their mats for the first annual Victoria Yoga Conference. While physical and mental wellness remain at its core, yoga has blossomed into a lifestyle brand that sells everything from clothing to condos, said Chris Brandt, a marketing expert and yoga instructor. “Particularly in the yoga world, there’s a demonization of making money,” said Brandt, who will Among the highlights present a business workshop for from the Victoria Yoga studio owners and instructors on Conference, Feb. 1 Saturday. to 3 at the Victoria “When you’re talking to a band Conference Centre: or a coffee shop, you talk about 60-plus classes and your brand. When you talk to a workshops available yoga person, they say they’re Keynote speeches not a brand. It’s the resistance to Feb. 1 by authors those approaches and conversaGabrielle Bernstein tions that needs to change. Teach and Danielle Laporte whatever you want to teach on the Concert Feb. 2 by mat, but outside of that class, it’s a world musician Will business.” Blunderfield Success stories like Chip Wilson, the founder of the $8.3-billion apparel company Lululemon Athletica, as well as Terry McBride, the Nettwerk Music CEO-turned-yoga franchise owner, show the potential for marketing yoga, Brandt said. McBride opened the Vancouver-based YYoga in 2007, and now operates eight studios that run more than 700 weekly yoga classes.
This weekend
Don Denton/News staff
Digging in Oak Bay parks irrigation technician Michael Ferguson digs a trench as he upgrades the irrigation system in Entrance Park on the corner of Oak Bay Avenue and Foul Bay Road.
Beach fire ban continues Arnold Lim News staff
A request to allow open burning in Oak Bay, including beach fires in special circumstances, was snuffed out by council. “It is unfortunate but it is a case
PLEASE SEE: Yoga classes of all sizes, Page A5
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