Entrepreneur

A Men's Yoga Brand Learns the Real Meaning of Flexibility

With slow sales, yoga brand Vuori realized it had a branding problem.
Source: Mark Tesi
Mark Tesi

In the fall of 2008, after years of beating himself up playing football and lacrosse, Joe Kudla took up yoga. But he couldn’t find much to wear. “Out of 17 million people doing yoga, six million were men—the fastest-growing demographic,” says the 40-year-old Kudla. “Yet there was not one brand targeting that market.” 

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