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Inside Fitness: The What and Wear of Today’s Trends

Research tells an interesting story when it comes to what  activities are trending.
CorePower Yoga has studios in more than 100 U.S. cities.

Founded in Denver in 2002, CorePower Yoga currently has over 165 studios across the country. The chain’s reach spans 20 states and more than 100 cities. The company plans to open at least 15 new studios this year, and launch in new markets including New York City and Charlotte.

With a 2016 Yoga in America study indicating that there are more than 36 million people practicing yoga in the U.S. (up from 20 million in 2012), those in the business see plenty of room for continued growth.  

Here, CorePower Yoga’s chief marketing officer, Tess Roering, discusses business and trends with us.

How would you define the mission of CorePower Yoga?

“We are committed to our mission of showing the world the life changing things that happen when you root an intensely physical workout in the mindfulness of yoga. The combination of a killer workout, mindfulness, positive energy in the studios and our passionate instructors create a magical formula.”

What priorities do your customers have when it comes to seeking out a studio?

“CorePower students prioritize fitness and working out. They are busy and when they schedule in a workout they want to make the most of it, so the convenience and accessibility of CorePower’s network of studios, variety of classes and class times are important aspects of the experience. They know that an hour at CPY will give them a challenging physical workout AND a chance to find some inner peace.  Plus, we provide locker rooms with showers and all the amenities students need to get back to their day.

Maintaining a strong sense of community is also extremely important.”

There are more than 36 million people practicing yoga in the U.S. according to a 2016 Yoga in America study. And 80 million Americans said they were likely to try yoga for the first time within the year.
Tells us a little bit about the retail element that you offer.

“Our studios feature full retail boutiques and carry the latest in men’s and women’s activewear and accessories. We take great care in providing yoga apparel that is not only fashion forward, but also can hold up to CorePower’s intense (and sweaty) classes. Then, we sprinkle in lifestyle apparel that can support students to and from the studio.”  

Has the definition of “yoga culture” changed? What still makes it unique in the fitness world?

“In 2002, when yoga was still a ‘fringe’ activity, CorePower Yoga set out to increase its widespread adoption and make the physical and mental benefits available to more people. While the popularity of yoga has become more mainstream, there is still an opportunity to introduce it to more people. We love that many of our students’ first yoga experience was with CorePower, and that we can share our unique blend of a highly intense workout that is rooted in mindfulness – it’s a truly powerful form of fitness and the benefits speak for themselves.”

What fitness trends are you seeing that are impacting your offerings in the year ahead?

“Boutique fitness continues to grow in popularity. There is an appetite for specialized fitness concepts and consumers are seeking a greater sense of community that a traditional gym setting doesn’t provide.  

We see this at CorePower. Our students often call the studio their ‘home away from home.’ They like that they are working out with a group and can be a part of something positive, even though the physical yoga practice is individual.

We’ve also seen a real shift in formerly fringe concepts, like meditation and mindfulness, becoming more mainstream. Our students find tremendous value in the mindfulness piece of a CorePower Yoga class. And they don’t have to sacrifice their workout to find time for it. They can get both in one efficient hour.”