When Nancy Green became the chief executive officer of Beyond Yoga® in February 2024, she already had a clear vision for adding new product categories and bringing the beloved brand to more fans.
Just one year later, her plans for building on the Beyond Yoga® brand’s momentum are coming to fruition. Over the holiday season, the team launched new winter wear, including LuxeFleece and puffer jackets, which quickly became best-selling products. Last October, the brand debuted Club Beyond in New York City, its first-ever experiential and retail pop-up in its largest market that offered a mix of wellness classes, workshops and exclusive brand experiences to bring a little joy before the busy holiday shopping season. And last fall, Beyond Yoga® launched its official TikTok shop, becoming the first Levi Strauss & Co. brand to have a storefront on the platform, allowing the brand to reach new audiences and grow its fanbase. 
Behind the scenes, Nancy has also put together a team of expert leaders to position the brand for growth, streamlined operations and homed in on positioning Beyond Yoga® as an active lifestyle brand. Nancy’s expertise in turning apparel companies into globally recognized brands, combined with the power of the broader LS&Co. network, have contributed to the brand’s success over the last year.
“Our fans who know us love us, and this brand has fandom,” Nancy said. “We have a supportive parent company that wants to both support and invest in us and encourages us to be agile and take smart risks. We also get to leverage the LS&Co. infrastructure — that’s very important for a high-growth brand.”
This shows up in many ways. For example, Beyond Yoga® leverages LS&Co.’s logistics network to deliver orders to fans and stores more efficiently. The brand also recently shortened its design and production calendar to bring new styles and fabrics to fans at faster speeds.
Like LS&Co., Beyond Yoga® is a direct-to-consumer (DTC)-first brand. That helps the team prioritize relationships with fans and deliver the playful optimism and quality they expect from Beyond Yoga®. At the same time, wholesale partnerships remain a priority, with a focus on fitness studios and resorts like the Four Seasons that promote brand discovery across the country.
In the year ahead, Beyond Yoga® fans have even more to look forward to in the year ahead. Store openings — including in Greenwich, Connecticut, and Marin, California — will create new touchpoints for fans to experience products in person. And new diversified product launches will combine the softness and comfort Beyond Yoga® is known for with versatility for more activities, true to the brand’s mission of creating inspiration beyond the mat.
Even as it expands, Beyond Yoga® remains clear on its central principles. “Our next chapter is an exciting one for Beyond Yoga and its fans,” said Katie Babineau, chief marketing officer of Beyond Yoga®. “We’ll seek to inspire our community in new and different ways to stretch the rules of wellness beyond the mat.”
