You may have heard about glowzone™ by now — the first dedicated high-sweat performance collection by Beyond Yoga®, released this July and already making waves. But you probably don’t know the full story: where it came from, why it exists in the first place and how the Beyond Yoga® team brought it so successfully to market.
glowzone™ is the Beyond Yoga® brand’s most significant technical innovation to date. It’s a proprietary fabric engineered with moisture-wicking technology, four-way stretch and UPF 50+ protection, all in a lightweight construction designed to move without restriction or excessive compression.
It was developed to address a shift in what consumers needed. The Beyond Yoga® team was hearing from fans that they loved the brand’s iconic Spacedye fabric, but as they moved into higher-intensity workouts — strength training, heated Pilates, etc. — they needed more performance and technical function than Spacedye was designed to deliver.
The team took that feedback and got to work. Over the next two years they went through rounds of internal fabric development, on-site fitting with vendors and countless rounds of wear testing with real people doing real workouts. Every step of the way, they listened to feedback, adjusting and iterating until the product was just right.
The result speaks for itself: a fabric that performs like technical activewear while still having that unique softness that Beyond Yoga® is known for.
The glowzone™ line launched on July 21 and includes leggings, biker shorts, bras, tanks and a hybrid straight-leg pant that pairs the new fabric with the brand’s litewick™ woven for a studio-to-street silhouette. Early results are strong: even though the product has only been available for a couple months, sales are surpassing expectations.
Part of that success is because of how the team brought glowzone™ to market. Rather than relying on a traditional paid advertising push, the team built credibility, authority and advocacy well before launch day. They brought glowzone™ products to fitness classes, letting influencers, fitness ambassadors and community members try it for themselves and give feedback. Creators, both top-tier and micro, were sent custom-designed glowzone™ boxes, which generated a high volume of organic content and authentic product discovery. Journalists at major outlets got a sneak peek of the product as well, and the overwhelmingly positive feedback helped glowzone™ gain even more momentum.
By the time launch day had arrived, fans had already shaped the glowzone™ story — and that made all the difference.
“glowzone proves that when community is part of the journey from creation to launch, they don’t just become consumers. They become our most powerful marketing channel,” said Katie Babineau, chief marketing officer for Beyond Yoga®.
She added, “glowzone shows what Beyond Yoga is capable of when the entire team leans in to build something new without compromising on what makes us, us.”
Learn more about glowzone™ and shop the line on BeyondYoga.com.
