"Oh, we will," she said regarding the temporary pop-up location, which officially opened its doors in September and is slated to remain welcoming shoppers through January. "It’s a great way to explore and to learn and sort of test out the area. But yes, eventually we will have a permanent home."
While corporate leadership is keeping specific financial metrics and performance data under wraps for the temporary New York installation, Green noted that she is exceptionally "pleased" with the early results. Furthermore, the company has been met with an overwhelmingly positive wave of feedback from local consumers and brand loyalists alike.
Situated in the heart of New York’s vibrant Flatiron District, the current retail space draws direct inspiration from Beyond Yoga’s previous 2024 pop-up, which was also established in the same neighborhood. While that inaugural venture leaned heavily into experiential community building and wellness events, this year’s pop-up expands the concept significantly. It delivers a much more built-out, comprehensive shopping environment alongside an integrated studio space designed specifically to host fitness classes and other interactive brand activations.
These activations have already begun drawing crowds. Most notably, the store hosted an exclusive "Open Air" event on a recent Saturday, which featured a community-driven group run followed by a live, energetic performance by pop star Natasha Bedingfield. For Green, events like these are tangible expressions of the brand’s core philosophy, which encourages consumers to "own joy" and celebrate "progress over perfection" rather than getting bogged down by the relentless intensity often found in the modern fitness industry.
"A lot of people and players in this space are emphasizing performance and high performance," Green reflected. "We’re not about that. We’re about actually enjoying the experience… I think that joy is very, very important and needed right now in the world."
While that sentiment might initially sound like a high-level corporate brand platform—and indeed, it serves that purpose well—it actively translates into the retailer’s physical store strategy and architectural choices.
It was all yellow
Beyond Yoga currently operates a growing fleet of 20 retail stores across the country, a footprint that includes the prominent New York pop-up shop. Walking into one of these locations reveals a striking and consistent design choice: they are, by and large, awash in shades of yellow. Sometimes this signature hue coats the exterior facade, sometimes it illuminates the interior walls, and frequently, it envelops both.
"We activate through color, and we have a very unique point of view on color, and that is part of the joy," Green explained, elaborating on the design philosophy. "Yellow is a joyful color."
Beyond serving as welcoming, aesthetically distinct environments to browse and purchase apparel, these brick-and-mortar storefronts are designed to be deeply woven into the fabric of the local communities where they operate. This local integration often takes the form of strategic partnerships with neighborhood fitness groups, boutique studios, and wellness communities. Such collaborations not only lend authentic credibility to Beyond Yoga’s technical apparel line but also feed naturally into the overarching purpose of the brand: supporting everyday shoppers in maintaining a balanced, active lifestyle.
"We create a really important experience I think, that is very human and inclusive and fun and joyful," Green said. "The brand is very much about joy, so you can feel that in the store."
First and foremost, however, the brand’s physical storefronts function as an essential bridge, providing dedicated online shoppers with a tangible method to interact with Beyond Yoga face-to-face. New York City happens to be one of Beyond Yoga’s largest and most lucrative e-commerce markets, which directly dictated the decision to establish a high-profile pop-up there. To cater to this audience, the product assortment inside the New York store is carefully curated and tailored specifically to the fast-paced, urban lifestyle of local residents.
The success and reception of the temporary store have only solidified executive plans for the future. "We know we need a permanent home in New York, probably more than one," Green admitted, noting that it has been abundantly clear since the conclusion of the 2024 pop-up that consumer demand for the brand in the metropolitan area is remarkably strong.
This deliberate approach to physical retail mirrors how Beyond Yoga has methodically selected store locations since the inception of its brick-and-mortar strategy. The retailer originally launched its first physical storefront in Santa Monica, California, before gradually expanding its footprint across the rest of the state and the wider West Coast region. As a company rooted in Los Angeles, those early expansion decisions naturally placed physical shops in close proximity to the highest concentrations of its existing customer base.
Since those foundational days, Beyond Yoga has continued to select store locations through a sophisticated, data-driven strategy. This analytical approach consistently prioritizes the markets with the highest density of established e-commerce buyers. This methodology directly informed the brand’s expansion to the East Coast approximately a year ago—a geographic leap that Green reports has been remarkably successful. Furthermore, much like many digitally native and omnichannel brands in the modern retail landscape, Beyond Yoga has consistently observed a measurable lift in online e-commerce sales within specific geographic markets immediately following the opening of a physical store there.
"You’re creating an ecosystem, a customer ecosystem, and many of these markets, we also have wholesale—whether it’s through studios or some of our larger accounts—and so they all support each other," Green noted.
Wholesale partnerships continue to serve as a vital discovery channel for Beyond Yoga, allowing the brand to introduce its products to new audiences. These wholesale relationships also play a crucial role in locations where the brand may never establish a standalone corporate store, according to Green. For Beyond Yoga’s proprietary storefronts, however, the mission remains focused on serving the brand’s established e-commerce community by delivering a consistently high-quality, immersive in-person experience.
Looking ahead, the leadership team envisions a broad runway for physical retail growth. The brand’s positioning as a premium label means its stores must be strategically planted in the top-tier markets where its core demographic is already actively shopping.
"This brand can have many stores. It’s a premium brand, [and it] needs to be in the top markets where the customer is shopping," Green concluded. "Every year we’re growing, and so the markets that today might not be right for a store, three years from now they might be right as the brand grows and as we build awareness."
