Word: yoga
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Dates: during 2000-2009
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...least one surprising product is bucking the trend. At a time when consumers are in a serious saving mode, why are sales of $100 yoga mats soaring...
That's right - $100 for a stinkin' mat. A company called Manduka, which makes these luxury yoga props, has seen its sales rise 55% in the first four months of 2009. Sales at Amazon.com during this period are up a stunning 87%, and the company just signed a deal with Dick's Sporting Goods, a major retailer with 389 stores across the country. Manduka offers the Black Mat PRO, a thick, cushiony black mat, for between $74 and $130, depending on its length, and the biodegradable eKO for between $42 and $70. "Manduka is the Porsche, the Ferrari of yoga...
...these days, isn't driving a Toyota Corolla just fine? Yoga involves stretching, holding poses and doing other physical movement. We're not talking cushions for backflips here. When it comes down to it, can't you just do yoga on your carpet? Or grab a towel? Or pay for a $30 mat in the store...
According to the yogis, the thick black Manduka mat makes a real difference. First off, you're paying for superior traction. "When you sweat during yoga, it's easy to slip and slide," says Dayna Macy, a managing editor for Yoga Journal, a trade publication. "You don't slip with the Manduka." Also, the mat's extra cushioning softens the stress on your joints. "If you practice vigorously, you'll be moving up and down a lot, and you'll use your knees," says Macy. "The mat is comfortable. And when you feel what's under your feet...
...popularity of pricey mats reflects a spike in yoga practice. Participants in the activity grew from 4.3 million to 12 million between 2001 and 2008, according to a recent study. Of the 12 million people who reported doing yoga in the past six months, nearly one million said they were trying it for the first time. Since the recession went from painful to disastrous in September 2008, yoga studios throughout the country have reported increased traffic. Irene Narissi, a New York City yoga instructor, says her business has jumped 10% to 15% over the past seven months. The feedback from...