For centuries, yoga was practised in the Indian Subcontinent as both an art and a science of life; a path to self-mastery and spiritual awakening. Legendary yogi, Bellur Krishnamachar Sundararaja Iyengar, famously described yoga as “Life’s music – the rhythm of the body, the melody of the mind, and the harmony of the soul – create the symphony of life.”

1. Yoga’s Beginnings: The earliest traces of yoga date to over 5,000 years ago to the ancient city of Mohenjodaro in Sindh. References in the ancient texts mention meditation, breath-work and self-realisation as central to human life. Originally, yoga was an exclusive practice reserved for the elite – royalty, warriors and priests – and was largely inaccessible to women or ordinary people. This exclusivity began to dissolve in the early 20th century under the patronage of the Mysore Palace (which played a crucial role in the development of modern yoga), when visionary teacher Tirumalai Krishnamacharya opened the palace doors to commoners, foreigners and women. Among his early students was Indra Devi, a Russian aristocrat, who with the support of the Maharajah of Mysore, became the first woman to teach in Mysore and later introduced yoga to Russia, the US and South America. In this way, yoga’s journey from a guarded spiritual discipline to a practice embraced worldwide began.

2. The Rise of Modern Styles: Yoga’s first serious brush with Western audiences began when travellers, artists and philosophers in the early 20th century encountered this exotic practice in India. By the late 1900s, yoga was hailed in the West as a panacea for physical ailments, mental stress and spiritual emptiness. Recognising the West’s growing fascination with Eastern practices, Indian yogis adapted yoga to meet modern sensibilities. Krishnamacharya, revered as the ‘father of modern yoga,’ led this transformation by creating Vinyasa Yoga, a dynamic, breath-led practice. His student, Iyengar, emphasised precision and alignment and in the process developed Iyengar Yoga. Bikram Choudhury popularised Hot Yoga, later branded as Bikram Yoga (which gained worldwide fame and controversy). Together, these pioneers reimagined ancient yoga, shaping it into a global phenomenon that continues to evolve today as a ‘wellness movement’. Books like Light on Yoga by Iyengar, translated into 23 languages, with over three million copies sold and Robin Sharma’s The Monk Who Sold His Ferrari (over four million copies sold), further cemented yoga as a mainstream pursuit of personal growth, mindfulness and healing.

3. From Ancient Art to a Billion-Dollar Business: No longer confined to ascetic retreats or temple courtyards, yoga was reimagined in sleek studios, digital platforms and corporate wellness programmes, moulded to fit the lifestyles of people seeking physical vitality and mental reprieve. While yoga’s essence remains rooted in centuries-old traditions, its expression has evolved to cater to the pragmatic needs of an ever accelerating world.

Today, the global yoga market is valued at $115.43 billion, with forecasts predicting it will soar further (Expert Market Research, 2024). In the US alone, more than 36 million people practise yoga regularly, fuelling a massive demand for yoga gear, online platforms, and luxury retreats. Brands like Lululemon have capitalised on this demand, generating $9.62 billion in revenue in 2023 through the sale of sleek, high-end yoga apparel (Statista, 2023). Today, yoga is a lifestyle brand, complete with celebrity endorsements, $200 designer yoga mats, and exclusive wellness getaways. Major corporations and tech start-ups have joined the movement, integrating corporate yoga programmes, AI-guided apps and virtual classes in their offerings, transforming ancient yogic wisdom into a cutting-edge business model. This explosive growth has sparked debate, with critics arguing that yoga’s philosophical and spiritual essence has been reduced to a fashionable fitness trend that emphasises appearance over
inner growth.

4. From Lineage to Modern Training: Traditionally, yoga was passed down through lifelong mentorship, where students dedicated years (often decades) to learning under the careful guidance of a guru. This relationship was more than that of a teacher and student; it was a bond rooted in trust and spiritual growth, focused on physical mastery as well as on the philosophies that underpinned the practice. At the heart of this tradition was seva, or selfless service – a commitment to using one’s personal growth to benefit others. However, this centuries old system has been replaced by a commercialised, fast-track approach, influenced by Western models of certification. Today, the American Yoga Alliance (AYA) – the dominant authority regulating yoga teaching worldwide – sets standardised criteria that allow students to become certified yoga teachers in a few weeks. What once required a lifetime of discipline and spiritual dedication can now be ‘mastered’ through condensed training programmes.

5. The New Yoga Culture: Yoga’s rapid commercialisation has given rise to a wave of innovative and hybrid styles, designed to appeal to modern audiences – but not without controversy. Forms such as Power Yoga and Aerial Yoga have been crafted to attract younger, fitness-focused practitioners, making yoga trendy, accessible and marketable. Yet, while these adaptations have broadened yoga’s reach, they have sparked debates about authenticity.

Furthering transformation is seen in the explosive growth of the online and virtual yoga market, projected to reach $59.23 billion by 2027 (Exercise.com). The rise of AI-driven yoga apps, virtual classes, and personalised digital platforms has not only made yoga more accessible to millions, it has enlarged the customer base exponentially, turning yoga into a global business juggernaut. Yoga studios, in particular, have emerged as one of the most profitable business models in the fitness and wellness industry, mainly because they require minimal investment in equipment or technology. Unlike gyms, which depend on expensive machinery and ongoing maintenance, a yoga studio typically needs nothing more than yoga mats, simple props and an uncluttered, calm space – making it a low-cost, high-return enterprise. Becoming a certified yoga teacher is quicker and more cost-effective than many other fitness professions. Teacher training courses, starting from 200 hours for beginners to 500 hours for advanced levels, can be completed within a few weeks or a few months. Despite the relatively low investment in training, the earning potential for yoga teachers is one of the highest in the fitness industry. In the US, yoga teachers earn $70 per hour on average,
with top-tier instructors commanding as much as $150 per hour for
private sessions.

Yoga retreats and wellness tourism have grown into one of the most lucrative sectors of the global yoga industry, valued at approximately $191.97 billion in 2023, growing at a CAGR of 5.8%. For many wellness seekers, the idea of traveling to exotic destinations like Bali, Costa Rica or India for a transformative experience is incredibly appealing – a chance to combine personal growth with the beauty of a tropical escape. This trend is growing in Pakistan, although an underdeveloped tourist infrastructure is a big hurdle in its surge. As appealing as these retreats may seem, there are realities to consider, as many of them operate without any formal inspection or accountability, leading to substandard teaching and questionable certifications. For people considering investing in a yoga teacher training or a retreat abroad, it is important to look beyond the stunning beaches and Instagram-worthy locations and carefully research the credibility and ethics of the schools.

Yoga today represents a business model that combines low start-up costs, fast-track certifications, and high earning potential, making it extremely attractive to entrepreneurs and wellness professionals. However, a crucial question is, whether by turning yoga into a profitable, scalable business, are we also losing sight of its deeper purpose – the inward journey for healing, self awareness and spiritual growth?

Aliya Agha is a master yogi and founder of the first yoga academy in Pakistan. aliya@aliyaagha.com