Yoga Journal Releases First Comprehensive Study of the Yoga Market

15 Million Americans Practice Yoga, an Increase of 28.5% from Year Prior

Jun 16, 2003, 01:00 ET from Yoga Journal

    BERKELEY, Calif., June 16 /PRNewswire/ -- Yoga Journal
 (, the country's premier yoga magazine, has just released
 "Yoga in America," the first comprehensive study of the yoga market.
 According to the study, over 7% of U.S. adults, or 15 million people, now
 practice yoga, an increase of 28.5% from the year prior.  The poll surveyed
 over 4,000 respondents -- a statistically representative sample of the total
 U.S. population.  Yoga Journal plans to update the survey yearly.
     Data for this survey were collected by the Harris Interactive Service
 Bureau (HISB) on behalf of Yoga Journal, which performed the survey design and
 data analysis.
     The survey revealed surprising numbers regarding the general level of
 interest in yoga in this country, and the intent of nonpractitioners to study
 yoga in the future.  Specifically:
     -- More than 12% of the U.S. population, or 25.5 million people, is very
        or extremely interested in the practice of yoga.
     -- One in six respondents, or 35.3 million people, express the intention
        to try yoga within the next 12 months.
     -- More than half of the general population, or 109.7 million people, has
        at least a casual interest in the practice of yoga.
     Says John Abbott, president and CEO of Yoga Journal, "We knew anecdotally
 that the number of yoga practitioners in this country had grown exponentially,
 but had not quantified that until now.
     "Yoga has become a cultural phenomenon and an integral part of the
 wellness trend in this country.  All the data indicates a substantial growth
 in the number of practitioners over the next few years -- a growth that I
 suspect will be sheltered from both a downturn economy and other world events,
 as people turn to yoga to help them cope with a changing world."
     The study also collected data on age, gender, income, and other
 demographic factors. Of the yoga practitioners surveyed:
     -- 76.9% are women, 23.1% are men.
     -- 25.2% are 25-34, 15.7% are 35-44, and 26.9% are 45-54.
     -- Over 30% have an annual household income of $75,000 or more, with a
        full 15% earning over $100,000.
     -- Nearly 50% have completed a college-level education or higher.  An
        additional 40% have some college education or hold an Associate degree.
     -- Almost 20% live on the West Coast, almost 30% live in the Northeast,
        and nearly 30% live in the central United States.
     Length and Frequency of Practice:
     -- 58.4%, or 8.7 million people, have studied yoga for under 2 years.
     -- 15.4%, or 2.3 million people, have studied for 10 years or longer.
     -- More than half practice twice or more per week.
     The growth in the yoga market is reflected in the growth of Yoga Journal.
 Between 1998 and 2002, the paid circulation of the magazine more than tripled,
 from 90,000 to 300,000, with circulation increasing 20.5% and advertising
 revenue increasing 30% in the past year alone.  The magazine is the
 top-selling health and fitness title at Barnes & Noble nationwide as well as
 at Whole Foods.
     About Yoga Journal:
     Yoga Journal (, which was recently named by Folio
 Magazine the Best Health and Fitness magazine in the United States for two
 consecutive years and a Top Performer by Ad Age, is the largest-circulation
 yoga magazine in the country.  Founded in 1975, the bimonthly has 300,000 paid
 subscribers and over 950,000 readers.  It has been featured in the New York
 Times, Newsweek, and Time, on Oprah, and in other major media.
     Yoga Journal holds several conferences a year, including its annual
 convention, held in Estes Park, Colorado.  The conference is the largest and
 most prestigious yoga event in the world, with over 1,200 national and
 international participants.  Yoga Journal also produces many best-selling yoga
 videos, DVDS, and books, including Yoga, the first-ever large-format
 photography book on yoga, published by Hugh Lauter Levin Associates.
     The magazine is published by Yoga Journal, LLC, based in Berkeley,

SOURCE Yoga Journal