How do you actually stand out in fashion?

You stand for something. No, really stand for something.

That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving.

Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game.

Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. Disrupting the activewear space from day 1, with industry-leading fabrics and a total embrace of size-inclusivity, Michelle knows exactly how to create a brand identity that resonates with women everywhere.

Gain real insight into how she balanced the demands of running a business while maintaining the passion and deep love for her work across two decades, alongside the one thing she’d do differently if she could go back. For fellow Founders, her advice is clear – don’t forget to protect your equity, and don’t sleep on the power of wholesale.

Whether you want to hear the hidden challenges of scaling globally, or you’re interested in how Beyond Yoga’s unique Space fabric came to be a brand signature, this conversation is packed with the knowledge of growing a brand that puts Advocacy first.

Tune in to hear Michelle’s take on…

• Breaking The Beauty Binary: This mission has been at the core of Beyond Yoga’s values, as the brand made a bold commitment to inclusivity and authenticity. With a strict ‘no photoshop’ rule, the brand took a strong stance on celebrating real bodies. This unapologetic approach not only resonated but also fueled word-of-mouth, as consumers struggled to find the same authenticity elsewhere.

• Creating Word-Of-Mouth Buzz: Michelle walks us through the tactical steps that helped the brand grow through word-of-mouth and Advocacy. From the moment the team realized Beyond Yoga had "made it", when Reese Witherspoon was pictured buying their leggings in the 2000s, to the importance of offering what consumers truly want – something no one else is doing.

• Being Generous To Be Kind First, Not To Benefit: There’s nothing that builds Advocacy quite like giving your product away for free. That’s exactly what Michelle did, time and time again – not just to creators, but directly to the Beyond Yoga community. Rewarding them for their loyalty, dedication, and taking a chance on a new name. In the same vein is employee Advocacy, with Michelle building out a generous company culture that truly cared for its people; shutting down during the holidays and offering flexible work options long before they were popular.

Here’s how you build for brands with a mission-driven approach.

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Connect with Michelle:

• On Instagram