In marketing, positioning is defined as the place where a word, person, or event rests within someone’s mind. Yoga’s current position is often associated with the following ideas: For women only, and, Only flexible people can do it, It’s like a religion, or, It’s not enough of a workout.
While positioning is not an exact science, it does provide much-needed insight into how people think about a specific topic. And it’s time to reposition yoga.
We need to rebrand yoga because: