Bend it Like Bikram: Bending & Flexing Brand Power

When I think of Yoga, I think of self-care and calm, both of which do not come naturally to me. Based on my interactions with dedicated enthusiasts, yoga is a tried-and-true practice that encourages self-realization, mindfulness and general well-being—all things that I would surely benefit from. Yet, what fascinates me the most is that yoga appears to have transcended borders and cultures and has become a source of serious business. How did this happen?

As I pondered the matter, Bikram Choudhury came to mind. Aside from Mr. Bikram’s controversies which, of course, have been well-documented in a Netflix documentary, I pondered the extent to which Bikram influenced the popularity of the yoga practice.