Meditating Dollars

For centuries, yoga waspractised in the IndianSubcontinent as both anart and a science of life; apath to self-mastery and spiritualawakening. Legendary yogi, BellurKrishnamachar SundararajaIyengar, famously described yogaas “Life’s music – the rhythm of thebody, the melody of the mind, andthe harmony of the soul – createthe symphony of life.”

1. Yoga’s Beginnings: The earliesttraces of yoga date to over 5,000years ago to the ancient city ofMohenjodaro in Sindh. References inthe ancient texts mention meditation,breath-work and self-realisation ascentral to human life. Originally, yogawas an exclusive practice reservedfor the elite – royalty, warriorsand priests – and was largelyinaccessible to women or ordinarypeople. This exclusivity began todissolve in the early 20th centuryunder the patronage of the MysorePalace (which played a crucialrole in the development of modernyoga), when visionary teacherTirumalai Krishnamacharya openedthe palace doors to commoners,foreigners and women. Among hisearly students was Indra Devi, aRussian aristocrat, who with thesupport of the Maharajah of Mysore,became the first woman to teach inMysore and later introduced yoga toRussia, the US and South America.In this way, yoga’s journey froma guarded spiritual discipline to apractice embraced worldwide began.

2. The Rise of Modern Styles:Yoga’s first serious brush withWestern audiences began whentravellers, artists and philosophers inthe early 20th century encounteredthis exotic practice in India. By thelate 1900s, yoga was hailed in theWest as a panacea for physicalailments, mental stress and spiritualemptiness. Recognising the West’sgrowing fascination with Easternpractices, Indian yogis adaptedyoga to meet modern sensibilities.Krishnamacharya, revered as the‘father of modern yoga,’ led thistransformation by creating VinyasaYoga, a dynamic, breath-led practice.His student, Iyengar, emphasisedprecision and alignment and in theprocess developed Iyengar Yoga.Bikram Choudhury popularisedHot Yoga, later branded as BikramYoga (which gained worldwide fameand controversy). Together, thesepioneers reimagined ancient yoga,shaping it into a global phenomenonthat continues to evolve today asa ‘wellness movement’. Books likeLight on Yoga by Iyengar, translatedinto 23 languages, with over threemillion copies sold and RobinSharma’s The Monk Who SoldHis Ferrari (over four million copiessold), further cemented yoga asa mainstream pursuit of personalgrowth, mindfulness and healing.

3. From Ancient Art to aBillion-Dollar Business: Nolonger confined to ascetic retreatsor temple courtyards, yoga wasreimagined in sleek studios, digitalplatforms and corporate wellnessprogrammes, moulded to fit thelifestyles of people seeking physicalvitality and mental reprieve. Whileyoga’s essence remains rootedin centuries-old traditions, itsexpression has evolved to cater tothe pragmatic needs of an everaccelerating world.

Today, the global yoga marketis valued at $115.43 billion, withforecasts predicting it will soar further(Expert Market Research, 2024). Inthe US alone, more than 36 millionpeople practise yoga regularly,fuelling a massive demand for yogagear, online platforms, and luxuryretreats. Brands like Lululemonhave capitalised on this demand,generating $9.62 billion in revenuein 2023 through the sale of sleek,high-end yoga apparel (Statista,2023). Today, yoga is a lifestylebrand, complete with celebrityendorsements, $200 designeryoga mats, and exclusive wellnessgetaways. Major corporations andtech start-ups have joined themovement, integrating corporateyoga programmes, AI-guided appsand virtual classes in their offerings,transforming ancient yogic wisdominto a cutting-edge business model.This explosive growth has sparkeddebate, with critics arguing thatyoga’s philosophical and spiritualessence has been reduced toa fashionable fitness trend thatemphasises appearance over
inner growth.

4. From Lineage to ModernTraining: Traditionally, yogawas passed down through lifelongmentorship, where studentsdedicated years (often decades) tolearning under the careful guidanceof a guru. This relationship wasmore than that of a teacher andstudent; it was a bond rooted intrust and spiritual growth, focusedon physical mastery as well as onthe philosophies that underpinnedthe practice. At the heart of thistradition was seva, or selflessservice – a commitment to usingone’s personal growth to benefitothers. However, this centuriesold system has been replaced by a commercialised, fast-trackapproach, influenced by Westernmodels of certification. Today, theAmerican Yoga Alliance (AYA) –the dominant authority regulatingyoga teaching worldwide – setsstandardised criteria that allowstudents to become certified yogateachers in a few weeks. Whatonce required a lifetime of disciplineand spiritual dedication can nowbe ‘mastered’ through condensedtraining programmes.

5. The New Yoga Culture: Yoga’srapid commercialisation hasgiven rise to a wave of innovativeand hybrid styles, designed toappeal to modern audiences – but not without controversy.Forms such as Power Yoga andAerial Yoga have been crafted toattract younger, fitness-focusedpractitioners, making yoga trendy,accessible and marketable. Yet,while these adaptations havebroadened yoga’s reach, they havesparked debates about authenticity.

Furthering transformation is seenin the explosive growth of the onlineand virtual yoga market, projectedto reach $59.23 billion by 2027(Exercise.com). The rise of AI-drivenyoga apps, virtual classes, andpersonalised digital platforms hasnot only made yoga more accessibleto millions, it has enlarged thecustomer base exponentially,turning yoga into a global businessjuggernaut. Yoga studios, inparticular, have emerged as one ofthe most profitable business modelsin the fitness and wellness industry,mainly because they requireminimal investment in equipmentor technology. Unlike gyms, whichdepend on expensive machineryand ongoing maintenance, a yogastudio typically needs nothing morethan yoga mats, simple props andan uncluttered, calm space – makingit a low-cost, high-return enterprise.Becoming a certified yoga teacheris quicker and more cost-effectivethan many other fitness professions.Teacher training courses, startingfrom 200 hours for beginners to 500hours for advanced levels, can becompleted within a few weeks or afew months. Despite the relativelylow investment in training, theearning potential for yoga teachersis one of the highest in the fitnessindustry. In the US, yoga teachersearn $70 per hour on average,
with top-tier instructors commandingas much as $150 per hour for
private sessions.

Yoga retreats and wellnesstourism have grown into one ofthe most lucrative sectors of theglobal yoga industry, valued atapproximately $191.97 billionin 2023, growing at a CAGR of5.8%. For many wellness seekers,the idea of traveling to exoticdestinations like Bali, Costa Rica orIndia for a transformative experienceis incredibly appealing – a chanceto combine personal growth withthe beauty of a tropical escape.This trend is growing in Pakistan,although an underdeveloped touristinfrastructure is a big hurdle inits surge. As appealing as theseretreats may seem, there arerealities to consider, as many ofthem operate without any formalinspection or accountability, leadingto substandard teaching andquestionable certifications. Forpeople considering investing in ayoga teacher training or a retreatabroad, it is important to lookbeyond the stunning beaches andInstagram-worthy locations andcarefully research the credibility andethics of the schools.

Yoga today represents abusiness model that combineslow start-up costs, fast-trackcertifications, and high earningpotential, making it extremelyattractive to entrepreneurs andwellness professionals. However,a crucial question is, whetherby turning yoga into a profitable,scalable business, are we alsolosing sight of its deeper purpose –the inward journey for healing, selfawareness and spiritual growth?

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