Brands Briefing: Beyond Yoga Looks to Stretch Its Men’s Business

Why It Matters

The expansion diversifies Beyond Yoga’s revenue base and signals a broader shift toward gender‑balanced activewear, challenging competitors in a fast‑growing market.

Key Takeaways

• Men's line launched 2020, now receiving increased investment
• New landing page highlights men’s collection online
• Store displays feature men’s items in larger footprints
• Accelerated growth reported in men's purchases
• Expansion targets broader, gender‑balanced consumer base

Pulse Analysis

The activewear sector has long been dominated by women’s apparel, leaving a sizable gap in men’s performance clothing. Brands that can translate the comfort, stretch, and sustainability of women’s fabrics to male consumers stand to capture untapped demand. Beyond Yoga, a label built on premium fabrics and inclusive sizing, recognized this opportunity early, debuting a men’s collection in 2020. While initial offerings were limited, the company’s recent strategic shift reflects confidence that male shoppers are ready for higher‑quality, fashion‑forward options that match the brand’s reputation.

To accelerate growth, Beyond Yoga has layered product, digital, and retail tactics. Core fabrics such as Spacedye and LuxeFleece now appear in men’s styles, ensuring the same performance benefits that drive female sales. A dedicated men’s landing page consolidates the assortment, improving discoverability and SEO relevance. In brick‑and‑mortar locations, the brand is allocating prime shelf space to men’s pieces, especially in stores with larger footprints, signaling a commitment to visibility. CMO Katie Babineau cites "accelerated growth" in men’s purchases, suggesting that these coordinated efforts are resonating with a demographic that values both function and style.

The broader industry implication is a pivot toward gender‑balanced product portfolios. As consumers increasingly seek versatile, high‑performance apparel, brands that successfully market to men can boost average order values and diversify seasonal cycles. Beyond Yoga’s move may pressure competitors to elevate their own men’s lines, potentially sparking innovation in fabric technology and sustainable sourcing. If the growth trajectory continues, the company could see a meaningful uplift in total revenue, positioning it as a more resilient player amid fluctuating fashion trends. This strategic expansion underscores the evolving dynamics of activewear, where inclusivity and product excellence are becoming core growth drivers.