The Commercialization of Yoga: Challenges, Ethics, and Competition

As yoga continues to grow in popularity, it has transformed from a deeply personal and spiritual practice into a commercialized industry. This shift has introduced a series of ethical dilemmas for teachers, students, and studio owners alike. At the same time, the rise of competition within the yoga community—among both teachers and studios—has further complicated the landscape, pushing some to prioritize profit over authenticity, and even engaging in unethical practices to maintain market share.

From Tradition to Transaction: The Commercialization of Yoga

When I first began practicing yoga, it was rooted in personal growth and spiritual inquiry. The focus was on developing mindfulness, compassion, and resilience. However, over the years, I’ve witnessed a shift as corporate entities and franchises entered the yoga space, prioritizing revenue generation over deep, transformative experiences. Big gym chains and yoga franchises have commodified yoga, turning it into a product to be sold, often at the expense of the practice’s true essence.

Studios, particularly large chains, build their business models around profit, offering quick 45-minute sessions designed to fit the schedules of busy professionals. The focus is on selling memberships, branded merchandise, and teacher training certifications rather than fostering long-term growth in students or promoting the transformative aspects of yoga. This transactional approach reduces the practice to a commercial product, one that can be packaged, marketed, and sold to the masses.

Dilution of Essence and Exploitative Practices

The commodification of yoga doesn’t just dilute its spiritual and personal dimensions—it also leads to exploitative behaviors within studios. I’ve seen studio owners adopt practices that undermine both the integrity of yoga and the well-being of their teachers. Some of the most troubling behaviors I’ve witnessed include:

• Non-compete agreements: Teachers are often forced to sign restrictive non-compete clauses, limiting their ability to work elsewhere. This restricts their freedom and growth as professionals and creates an environment of control rather than collaboration.
• Blackballing teachers: Some studio owners will blackball teachers who become too popular or monetize special events outside the studio’s control. If a teacher dares to succeed independently or organize a workshop without the studio taking a cut, they can find themselves pushed out of the community.
• Unpaid labor: Teachers are frequently asked to work for free or to offer additional services without commission. Whether it’s leading community classes or helping with studio events, teachers are expected to contribute without proper compensation, further devaluing their labor.
• Fostering competition: Studio owners often pit teachers against one another, fostering a competitive environment where popularity matters more than teaching quality. Teachers are made to feel that their worth is determined by how many students they attract, rather than the depth of their instruction.
• Platforming underqualified teachers: In a bid for profit, studios may give prime teaching slots or special event opportunities to underqualified teachers simply because they have broad, middle-of-the-road appeal. This creates an environment where true learning is stifled, and the focus shifts from quality education to crowd-pleasing.

These behaviors reflect the dark side of yoga’s commercialization. Instead of creating supportive, growth-oriented environments, many studios prioritize profit and popularity at the expense of their teachers and students.

Competition in the Yoga Community

The commercialization of yoga has also introduced a toxic sense of competition within the community, particularly among teachers and studios. Instead of working together to create a supportive environment for students, some teachers feel pressured to compete for popularity, class numbers, or special event opportunities. This competition often undermines the sense of unity and collaboration that yoga is supposed to foster.

In many cases, the drive for competition is fueled by the business model itself. Studios push teachers to be more marketable, forcing them to differentiate themselves through branding, social media, or by offering flashy classes that prioritize entertainment over education. This focus on competition can detract from the true purpose of yoga, which is to foster personal growth, mindfulness, and spiritual development.

In the Ashtanga community, this sense of competition can be particularly pronounced. The structured progression of postures can create a “race” to achieve the next level, with students and teachers alike fixated on external markers of success. Instead of focusing on the individual journey, many become caught up in the competitive dynamics of the community, measuring their worth by how quickly they advance or how many students they attract.

Shifting to Cooperation: A Path Forward

The way forward for the yoga community lies in shifting from competition to cooperation. We must prioritize creating supportive, learning-oriented environments that honor the true essence of yoga—both for students and for teachers. This means fostering collaboration among teachers, promoting mentorship, and resisting the urge to engage in profit-driven exploitation.

By embracing cooperation, we can transform the yoga industry into a space where teachers are valued for their depth of knowledge and commitment to growth. Teachers should be encouraged to share ideas, support one another’s growth, and work together to create enriching experiences for their students. This shift in mindset could lead to a healthier, more sustainable yoga community—one that uplifts both teachers and students.

A Call for Ethical Business Models

To truly honor the practice of yoga, we must also reform the way studios operate. Instead of focusing on profit and popularity, studios should prioritize the well-being of their teachers and students. This means compensating teachers fairly for their work, offering professional development opportunities, and creating spaces where true learning can occur.

By adopting ethical business practices and resisting the pressure to commodify yoga, studios can create environments that align with the core values of the practice. The focus should be on quality over quantity, offering fewer but more in-depth classes that promote growth, curiosity, and self-exploration.

Conclusion: Preserving the Integrity of Yoga

Yoga is not a commodity to be bought and sold—it is a lifelong journey of learning, growth, and self-discovery. As the yoga industry continues to evolve, we must resist the temptation to reduce the practice to a series of transactions. Instead, we should embrace cooperation, ethical business models, and a commitment to education that honors the true essence of yoga.

By challenging the commercialization and competitive dynamics within the industry, we can create a yoga community that supports teachers, empowers students, and fosters meaningful, transformative experiences. Let’s work together to preserve the integrity of this practice, ensuring that yoga remains a path of depth, connection, and growth for all who seek it.