The Evolution of Yoga in the West—Powered by Women
Yoga, an ancient practice with roots stretching back thousands of years in India, has undergone a remarkable transformation in the West. Once the domain of wandering sages and spiritual seekers, yoga has now become a global movement embraced by millions. While many of yoga’s most well-known historical figures were men, the modern evolution of the practice—particularly its commercial and product innovations—owes much to the pioneering women who have reshaped the industry.
From designing more inclusive and sustainable yoga apparel to revolutionizing the accessories we use in practice, these female founders have created companies that help make yoga more accessible, comfortable, and mindful. In a historically male-dominated space, these women have carved out their own niches, inspiring countless others to follow in their footsteps.
Today, we celebrate the women who have transformed the yoga industry with their groundbreaking innovations.
1. Sara Chambers – Founder of Hugger Mugger
If you’ve ever used a yoga strap or block in class, you have Sara Chambers to thank for making these props widely available and essential to modern practice. A dedicated yogi and craftsman, Chambers founded Hugger Mugger in 1986 after realizing there was a lack of high-quality, supportive props for yoga practitioners.
A woodworker by trade, she initially crafted the first-ever firm yoga bolster after suffering a knee injury and realizing the need for better support in seated poses. From there, Hugger Mugger grew into a company dedicated to making yoga practice more accessible through durable mats, straps, blocks, and bolsters. Sara’s emphasis on quality and function helped normalize the use of props, making yoga safer and more beneficial for everyone, from beginners to advanced practitioners.
2. Michelle Wahler Adams & Jodi Brufsky – Co-Founders of Beyond Yoga
Long before “athleisure” became a buzzword, Michelle Wahler Adams and Jodi Brufsky saw a need for high-quality, inclusive, and comfortable yoga wear that truly fit a wide range of bodies. In 2005, the duo launched Beyond Yoga, a company dedicated to designing premium activewear for all shapes and sizes.
Unlike traditional athletic brands that often cater to a narrow range of body types, Beyond Yoga set itself apart with a commitment to body positivity and diversity. Their signature buttery-soft fabrics and versatile designs quickly made the brand a favorite among yogis and fitness enthusiasts alike.
Beyond Yoga was acquired by Levi Strauss & Co. in 2021, further cementing its influence in the industry. But Michelle and Jodi’s mission remains unchanged: to create ethically made, sustainable, and size-inclusive activewear that empowers women to feel confident on and off the mat.
3. Susan Nichols – Founder of YogiToes
Ever struggled to keep your footing on a sweaty yoga mat? That’s exactly the problem Susan Nichols set out to solve when she created YogiToes, the revolutionary non-slip yoga towel. Inspired by her own experience slipping during practice, Nichols developed a towel with patented silicone nubs that grip to the mat, preventing unwanted movement and enhancing stability.
Her innovation quickly became a game-changer, especially for practitioners of hot yoga, where sweaty mats were a constant issue. YogiToes’ vibrant, eco-friendly designs also brought a new sense of personality and expression to yoga accessories, proving that functionality and beauty could go hand in hand. YogiToes was acquired by yoga prop and apparel company Manduka in 2013.
Thanks to Nichols’ pioneering spirit, non-slip yoga towels are now a staple in studios worldwide, helping yogis maintain balance and focus through even the most challenging poses.
4. Brienne Derosier – Founder of Mache Yoga Storage
A wellness designer, sustainable interior designer, and mindful yogi, Brienne Derosier identified a major problem in yoga studios: clutter. From rental mats piled in corners to misplaced props, she saw how poor storage solutions could negatively impact the yoga experience. In response, she founded Mache in 2019, the world’s first yoga storage company, dedicated to designing sleek, sustainable storage solutions for yoga studios and at-home practitioners.
Mache’s yoga storage systems are crafted from eco-friendly materials, helping studios stay organized while aligning with sustainable business practices. Brienne’s work is revolutionizing how yoga spaces function, creating interiors that promote tranquility and efficiency—because nothing disrupts a peaceful practice faster than a cluttered classroom!
With her focus on mindful design and sustainability, Brienne is not only decluttering yoga spaces but also elevating them to new levels of craft and functionality.
5. Ellie and Quang Dinh – Founders of Girlfriend Collective
When Ellie and Quang Dinh launched Girlfriend Collective in 2016, they had one goal in mind: to make sustainable, ethically produced activewear that didn’t sacrifice style or performance. They introduced yoga leggings and bras made entirely from recycled water bottles, turning plastic waste into functional, high-quality garments.
Their innovative approach to sustainability quickly gained traction, proving that eco-friendly fashion could be both chic and high-performing. By emphasizing transparency in their manufacturing process, they built a loyal community of conscious consumers who value both ethical production and excellent design.
Girlfriend Collective has set a new standard for sustainability in the yoga and fitness industry, inspiring other brands to reconsider their impact on the environment. Through their efforts, Ellie and Quang are proving that fashion can be a force for good.
The Future of Yoga Innovation: A Call to Action for Women in Wellness
The women on this list have reshaped the yoga industry by introducing practical, stylish, and sustainable solutions that enhance our practice. Their contributions remind us that innovation isn’t just about new poses or techniques—it’s also about creating products and spaces that support mindfulness, inclusivity, and well-being.
Looking ahead, the yoga industry must continue to prioritize sustainability and conscious consumerism. With growing concerns about plastic waste and environmental impact, there is a massive opportunity for female founders to step in and lead the charge. The next frontier of yoga innovation could include:
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Biodegradable yoga mats made from natural materials
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Plant-based activewear free from synthetic fibers
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Multi-functional yoga storage that adapts to different spaces
If you’ve ever had an idea that could make yoga more sustainable, inclusive, or beautiful—this is your sign to bring it to life! The industry is evolving, and women are at the forefront of that change. Let’s continue to deepen the experience of yoga, not just through movement, but through mindful innovation.
What will you create?
For more insights into sustainable yoga design and wellness innovation, check out the latest article on the Wellness Onion Journal here. Let’s keep the conversation going and build a brighter, greener future for yoga together!
