In a world where water, the very essence of our bodies, is packaged with designer labels, it is difficult to find areas of our lives that are free from mass commercialization. Yoga, a tradition that dates back 26,000 years and has been viewed by many as an essential way of life, is unfortunately not one of them. If you were to ask someone in the street about yoga, they would most likely think of American exercise classes rather than Indian ashrams. A Sanskrit word that literally translates as “unity” (of the mind and body) is now one of the most expensive fitness trends.
Yoga is no longer a way of life, but a branded exercise routine, and this branding allows for the creation of new specializations within the practice. As a result, people of all ages, shapes, and sizes practice it. Lining the streets of most major cities are chain stores that sell pants, tops, bras, yogi-toes (socks that stick to the mat in downward dog), water bottles, and a plethora of other commodities. They are marketed towards the “urbanite yogis,” those who seek to unify spirituality and fitness by using the external (pants that flatter the shape of their butts) to guide the internal (peace through times of stress). Yoga fashion has created a prolific industry that is fueled by irony. Stores profit from selling shirts that say “Balance,” but how does the yogi-shopper keep up with the trend of their practice while balancing their checkbook?
Since commune-style ashrams do not exactly fit into the framework of capitalism, the establishment of yoga studios has become an industry in its own right. Similar to how the last room in a museum is always the gift shop, boutiques in yoga studios make it very difficult to leave a class without stocking up on accessories. Yoga no longer means a mind-body connection; it is now a one-stop shop for the physical, mental, emotional, spiritual, and fiscal. It has been commercialized, and that commercialization has drawn many people into the practice while excluding others.
The average price of a single yoga class is around $15. Studios need money to survive, as do yoga teachers who have made this service their primary source of income. Studios survive by marketing their classes through old-fashioned posters, spiffy websites, and Facebook fan pages. Membership-outreach advisors thrive from commissions, and compete with one another for acquiring the most members. The high-stressed college student might not know that this practice proven to reduce stress, increase productivity, and provide a sense of purpose used to exist without this type of visual harassment.
What about the people who could significantly benefit from yoga but cannot afford it? Introduced to Americans in the hippie era, yoga is made up of counter-movements that have formed divisions within the practice. While some yoga teachers prefer a lifestyle that allows them to live expensively, others enjoy teaching just for the sake of teaching. Much like higher education, yoga is an expensive practice, but there are certain instances when the cost is more affordable and facilities more accessible.
I am not arguing that the commoditization of yoga is inherently bad. Yes, it’s true that yoga—an ancient practice based in detachment from material things—has ironically established itself within material culture. But we also have to remember that whenever something is placed within a capitalist society, it is bound to be commoditized. In addition, there are times when we—as products of our society—need the sense of commitment (however artificial) gained from hot Lululemon pants or some Sanskrit tattooed on our lower backs in order to motivate us into a regular routine.
So, while people may go to the first yoga class to show off their karmic shopping spree, the hope is that even the most materialistically-minded people end up continuing yoga for the peace of mind accompanied by this ancient tradition. Purchasing a yogic practice can then become a positive experience rather than a narcissistic one—we can internalize yoga’s roots in order to change the practice for the better.
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