Beyond Yoga’s name is becoming increasingly literal.The 21-year-old activewear brand, which was acquired by Levi’s in 2021, has been steadily expanding beyond leggings and sports bras. When Nancy Green took over as CEO in 2024, she said, 90% of the business was in Spacedye, the core material used in the company’s activewear, and leggings dominated the company’s sales.
But now, Beyond Yoga has a much broader assortment of categories. Knitwear, outerwear, dresses, jumpsuits and children’s clothing have all launched in the last two years, along with materials like linen, wool and fleece. Green said the company has hired new designers and product development experts with experience in these categories, and has leaned on Levi’s global supply chain and infrastructure to launch new categories at a fast pace.
“We wanted to be an active lifestyle brand, and we started to think, ‘What are the items we need to build into that?'” Green said.
Green said the brand’s initial products were built for its customer base in its hometown of Los Angeles, where the climate is relatively mild and stable all year. But new categories like puffer jackets and thick fleece sweaters appeal to other regions like New York City, which is Beyond Yoga’s largest market.
