With yoga participation on the rise, YogaSix SVP of operations Kelly Turner shares how the Xponential-backed franchise is tapping into long-term wellness trends, global growth and a demand for more inclusive, accessible fitness
While Pilates may be dominating boutique fitness headlines, yoga is certainly capturing a sizable slice of the market as more wellness consumers turn to the mat for stress relief, mental clarity and long-term health. The numbers don’t lie: a 2024 data brief from the Centers for Disease Control and Prevention found that one in six Americans practices yoga, with women twice as likely as men to engage in the ancient practice.
Leading the surge is YogaSix, now the largest franchised yoga brand in the U.S. Backed by boutique fitness and wellness franchisor Xponential Fitness, the brand has nearly 200 studios nationwide, a pipeline of new locations in development and recent international debuts in Germany and Japan, demonstrating clear signs of growing global demand for holistic, accessible fitness.
To understand what’s fueling yoga’s rise and where it’s headed next, Athletech News spoke with Kelly Turner, senior vice president of operations at YogaSix, who says today’s yoga practitioners are showing up for far more than just a good stretch.
“The last 20 years, the emphasis has definitely been on the physical benefits,” Turner said. “But now more and more are coming to the mat with the desire to either complement the rest of their daily activities, stress management or general relaxation… in addition to the physical benefits of getting stronger and more flexible. An emphasis on aging well, maintaining mobility and decreasing cortisol are all benefits of a consistent yoga practice as well. The beautiful thing is, no matter what brings a person to their yoga mat, they are there for the right reason.”
From Alt Culture to All Walks
Yoga’s evolution in the U.S. reflects broader shifts in consumer behavior and in who’s showing up to practice. Once associated with the counterculture of the ’60s and ’70s, yoga has steadily shed its “hippie” reputation and now appeals to a far more diverse demographic.
“In the west, in the 60s, 70s and 80s, the stereotypical yoga practitioner was often perceived as a super crunchy, flexible or spiritual type,” Turner says. “Not that there’s anything wrong with it! In the 90s, the more physical and even acrobatic styles of power yoga gained popularity, through the promotion of celebrities like Madonna. The early aughts continued that trend of more physically focused yoga, with participation skewing heavily female compared to men. Over the last 10–15 years, we’ve steadily seen the number of men practicing yoga increase.”
A changing base of yoga fans is matched by YogaSix’s commitment to inclusivity. The brand has designed its offerings to meet a wide range of needs, from high-intensity formats like Y6 Sculpt & Flow, Power Flow and Signature Flow to slower-paced sessions like Y6 Restore and Y6 Slow Flow. For those training or recovering, Y6 Mobility and TRX classes round out the lineup.
“These days, you’re just as likely to find an incredibly diverse group in terms of age, flexibility and strength levels and socio-economic backgrounds,” Turner says. “Because everyone can benefit from a yoga class… whether they take one class a month or five classes a week.”
Turner credits the brand’s accessibility-focused programming as a key differentiator.
“Our methodology is also such that no matter your experience level, you’ll feel successful,” she says. “We explain things in a super digestible way, giving tons of options whether you want to dial up the intensity or bring things down.”
Yoga as Recession-Proof Self-Care
During a time of economic uncertainty and as wellness spending changes, yoga appears to be weathering the storm better than most. Turner points to her own experience as proof.
“I’ve maintained a yoga membership since my college days, even when I was making peanuts,” she says. “Because I could go every single day! The value was there. Add to that, the community of people I met and became connected with have helped carry me through great times and hard times.”
That mindset, she says, is now more widespread.
“In general, I think yoga and fitness investments have shifted away from being seen as a luxury item and are now considered by many to be an essential part of their monthly budget,” Turner explains. “The benefits of a good workout (and yes, yoga is an amazing workout) outlast a massage, a meal out, a movie.”
Welcoming Vibes, Major Reach
YogaSix’s rise, according to Turner, is rooted in its approachable ethos and scalable franchise model, which have allowed the brand to grow rapidly while maintaining its “for everyone” identity. As it enters new markets, the brand continues to build strong community ties and sustained member engagement.
“First and foremost, it’s our vibe,” she says. “YogaSix has always been for everyone. Whether you are a high school, collegiate or even professional athlete. A young professional or up-and-comer. A stay-at-home or working mom keeping your family’s shit together. A do-it-all dad. A couple who is determined to age well to maintain (or recapture) their active lifestyle. No matter your size, age, color, flexibility or strength level, you know you can walk through the doors and are greeted with warmth, respect and enthusiasm. No matter your goals, you’ll be supported here.”
The brand recently celebrated its second annual YogaSix Day, offering free classes, community activations and a 60-minute sampler of all six YogaSix formats.
Taking the Flow International
YogaSix’s recent expansions into Germany and Japan signal the brand’s growing international ambition, but going global has required more than just exporting its U.S. playbook. Turner says success in new markets starts with strong local partners.
“As a franchise, it started with having an incredible individual or team in those markets who knew that YogaSix would be a hit in their community,” she said. “From there, we’ve worked with ensuring our ‘secret sauce’ translates, taking into account cultural shifts and needs to ensure the essence stays true to what Y6 is all about.”
As for what’s next on the global front? Turner stays tight-lipped.
“We have a lot of fun things on deck, though for now I’m sworn to secrecy!” she says. “Saying that, as someone who has lived internationally in both Asia and Europe and traveled throughout Africa, South and Central America, I honestly don’t see a market where YogaSix wouldn’t thrive.”
YogaSix’s physical growth is also being mirrored in the digital space. Through a new partnership with connected fitness giant iFIT, whose portfolio includes NordicTrack, ProForm and Freemotion, studio-quality YogaSix and Club Pilates classes are now available to iFIT’s more than 6 million global members.
