Beyond Yoga Announces Glowzone, Its Most Ambitious Technical Collection Yet

Beyond Yoga prioritized fabric innovation for its upcoming Glowzone launch.

Courtesy of Beyond Yoga

Beyond Yoga, a premium active lifestyle brand rooted in finding joy in the journey and progress over perfection, today announced the launch of Glowzone, the brand’s first high-sweat performance collection and its most ambitious technical innovation to date.

Designed for higher intensity workouts without sacrificing the comfort and style that the brand is known for, Glowzone marks a pivotal expansion for Beyond Yoga, deepening its presence in the performance arena as demand grows for multi-functional, technically-driven products.

“To have something that’s soft against their body and comfortable to wear, is something we’ve always stressed as a brand. We spend a tremendous amount of time and energy and investment on it,” said Nancy Green, CEO of Beyond Yoga. “The other thing that’s very unique is that we activate through color. We have a very strong color point of view, whether it’s rich new neutrals with this beautiful cocoa plum coming out in Glowzone or really gorgeous intense saturated colors and beautiful soft shades. There’s always a color point of view in the brand and our customers love it. It’s part of the optimism that we show up with visually. Everybody has their own desire and style and we have a big range.”

Glowzone was developed in response to consumer demand for apparel that could support everything from heated workouts and strength training to everyday movement. It was engineered with moisture-wicking technology, four-way stretch, and UPF 50+ protection in a lightweight fabric designed to move without restriction or compression – all while preserving the signature softness Beyond Yoga is known for.

Green declined to divulge sales projections for Glowzone, except to say, “They’ll be material and they’ll grow season after season.”

Beyond Yoga works closely with the fitness community and has a social creator approach to a lot of its marketing. The fitness community has “authentically connected with this brand. They wear our products and love our products,” Green said. “We bring them in for sweat sessions. For Glowzone, we brought in a range of people, Jada a coach of the Soto method in New York, who has a big following. We have another partner, Hilary, who ’s the founder of the Soto method. Those are two examples of people featured in our marketing and our launch.”

“Wear testing was really important since this is the highest technical fabric and category,” Green said. “You want to get the fabric right, the fit right and you want to get the details and the functionality right. I don’t think there’s been any innovation in the activewear industry for a while. We heard this when we were talking to some of our fitness partners, that there hasn’t been a jolt of newness coming from an innovation perspective. They’re excited about Glowzone because they feel this is what’s missing in the market and will really address a need that’s out there.”

Glowzone, which took two years to develop, is built around a coordinating system of fabrics and silhouettes that work together across intensity levels and use cases. The collection offers sculpted performance essentials and hybrid shapes, including seamless construction details.

Besides activewear, Beyond Yoga has a thriving outerwear business. “We continue to bring very elevated outerwear for very cold climates,” Green said. “We have customers all over the country and some international clients as well and we weren’t really addressing their cold weather climate needs.”

“We’ve really been building the third pieces, outerwear and sweaters, things for colder climates. That has been extremely successful. We’re building those seasonal categories and also creating products for super hot climates in super lightweight woven fabrics like linen, for example. Those are the businesses we’re building.”

The company is also building stores, using ecommerce data as a guide for locations. “When Levi’s acquired the brand in 2021, it was really a wholesale-driven model,” said Green. “Wholesale remains very important to us. We have thousands of studios and they bring a lot of fitness credibility to the brand.

“In the last few years the ecommerce business has been a majority of the business,” she continued. “It’s extremely strong. We’ve been using our ecommerce customer sales concentration to inform where we should be opening stores. We have 15 stores today will have another four opening by the end of the year. We’ll open stores where we have strong brand awareness and strong sales and we’ll start to create a higher value customer because they can shop in multiple channels. There’s the potential for a lot of stores.”