Last December, I met a young and charismatic couple from Lisbon in Rishikesh.
For those unfamiliar, Rishikesh is famously known as the Yoga Capital of the World—a sanctuary for Yoga Teacher Training, retreats, and Ayurvedic healing.
During our conversation, I learned they were eager to join a yoga course specializing in "Tantra Yoga." Intrigued, I asked:
- "You want to master it in a week?"
- "Do you know which guru or lineage is best for this practice?"
- "Are you ready for the profound guidance and effort Tantra and Yoga demand?"
They blinked at me, visibly confused, and replied,
"Yeah, we know. It’s just a set of poses to open my Kundalini." 😒
This moment highlighted a pressing issue:
Lack of real understanding and knowledge
The retreat they were about to join had clearly failed to educate them about the depth and complexity of Tantra Yoga. Instead, they were sold on flashy marketing promises, without a hint of the discipline, philosophy, or guidance such practices require.
As someone deeply rooted in content creation for wellness and yoga brands, this experience solidified my belief:
The online yoga sites are flooded with misguided information and clickbait content. While some brands may focus solely on selling courses, the ones truly invested in their clients’ growth—and long-term retention—understand the power of:
✅Analytical Content: Providing evidence-based insights and thoughtful breakdowns of concepts.
✅Informative Resources: Educating potential clients about the philosophy and practice behind yoga traditions.
✅Well-Researched Narratives: Offering authentic, lineage-backed knowledge that builds trust.
A report by Statista predicts the global yoga market will grow to $66 billion by 2027. Yet, with growth comes responsibility.
Brands that prioritize authenticity in their messaging will stand out in a crowded marketplace, building loyalty and transforming lives.
If you’re a yoga brand striving to connect with your right audience you need to be authentic and make some effort to really educate them.
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