Namaste in the Metaverse🧘: Alo Yoga's Bold Bet on Digital Engagement

Alo Yoga's digital strategy, how they do it, and key learnings for brand leaders.

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Sep 19, 2024

∙ Paid

Alo Yoga isn't just another activewear brand. They’re pushing the boundaries for brand loyalty by blending digital assets gaming, and immersive digital experiences.

By using emerging tech, Alo is showing that the future of consumer engagement lies at the crossroads of physical and digital.

Today we’re going to look at the following:

Alo Yoga brand
Alo Yoga’s digital initiatives
5 key takeaways for brand leaders

Let’s dive in.

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The Alo Brand: Digital Wellness

Alo Yoga, a premium activewear brand, has carved out a distinct identity in the highly competitive activewear market by positioning itself as "mindfully modern," known for its "studio-to-street" style, promoted by celebrities.

Zooming in: Alo Yoga caters primarily to affluent women aged 25-40 who lead active, health-conscious lives and value high-quality, sustainable products. This means: using plant-based materials, solar-powered headquarters, and paper-free warehouses.

By the numbers:

With a product line that includes yoga wear, winter gear, sneakers, and skincare, its international expansion, and by doubling its brick-and-mortar stores, Alo Yoga sales skyrocketed from $200M in 2020 to over $1B in 2022.
The brand’s success is also bolstered by its digital platform, Alo Moves, which offers online yoga, fitness classes, and meditation sessions. This platform has seen rapid growth, with subscribers increasing from 100K in 2019 to 500K by 2021.
Ecommerce sales and subscriptions to the Alo Moves fitness platform account for roughly 90% of annual revenue.
Alo Yoga operates 43 stores in North America (targeting 80.19% in the United States) and it plans to open over 100 stores by the end of 2024.

Its competitor Lululemon generates around $8B a year and has 400+ stores worldwide).

Targeting the next generation of consumers—tech-savvy individuals who value both wellness and innovation—Alo Yoga has embraced digital assets, gaming, and immersive commerce to deepen its engagement with consumers.

Angelic Vendette, former VP of Marketing at Alo Yoga, instrumental to the brand’s digital strategy, underscored the brand's forward-thinking approach:

“We are always looking to engage our consumers in new ways, and our move into Web3 is mainly because we want to remain ahead of the curve.”

Why it’s important: The yoga clothing market is set to double by 2032, and Alo Yoga is primed to grow. With a loyal female audience, strong online engagement, and a new digital approach, it has big opportunities ahead.

The global yoga clothing market size was valued at $27.63B in 2023 and is projected to grow from $29.69B in 2024 to $55.65B by 2032.
The total number of yoga practitioners in the world currently is more than 300M with 36M in the US, out of which 72% are female. The gender distribution for Alo Yoga: 72.69% female, and 27.21% male.
Alo Yoga was ranked as the 46th most engaged fashion brand on Facebook. Additionally, Alo Yoga made it to Fast Company's prestigious annual list of the World's Most Innovative Companies in 2021.

Targeting Gen Z and Gen Alpha

Alo Yoga is going all-in on digital.

They’ve locked in on Gen Z and Gen A, and they’re not just talking the talk—they’re experimenting with the tech that younger audiences care about.

What they’re doing:

'Digital Twin' NFTs that mirror real products.
A VR shopping experience on Meta Quest 2.
Digital wearables on The Sandbox.
A virtual ‘Alo Sanctuary’ on Roblox for yoga and meditation.

And, by accepting cryptocurrency for online purchases and providing employees with the option to receive paychecks in crypto, Alo Yoga is experimenting with building blocks for the future of brand engagement. As Vendette explained, “Our goal is to show that the digital world can be more relaxed and mindful than one may view it.”

This isn’t just tech for tech’s sake—it’s about connecting where the next generation already is.

Alo Yoga is mastering the social game

Their strategy? Simple: go where their audience is—Instagram, YouTube, and influencer partnerships. By teaming up with yoga influencers and micro-influencers, and offering discounts to instructors, they’re building real trust within the yoga community.

Here’s the breakdown:

Sub-brands like Alo Moves and Alo Wellness focus on niche audiences while staying true to yoga.
They’re blending paid media with celebrity partnerships to boost reach.
The goal? Promote a healthy lifestyle with an omnichannel approach that meets consumers everywhere they are.

It’s a smart, focused strategy that keeps them connected with both hardcore yogis and newcomers alike.

Alo Yoga is taking its social strategy even further

With new initiatives like “Alo in the Wild” and “Club Alo events”, they’re not just partnering with influencers—they’re deepening those relationships while reinforcing their brand.

They’ve also rolled out a referral program and showcased user-generated content on their website, highlighting real customers. This approach fosters inclusivity and builds trust, encouraging people to organically share their experiences.

It’s about cultivating a community that feels connected and authentic while getting people to talk about the brand in a genuine way.

Alo Yoga has mastered the art of staying relevant.

They’ve built a strong presence in upscale spots like Aspen, Beverly Hills, and Soho, naturally aligning with the shopping habits of their target customers. But it goes beyond activewear—Alo is creating a full lifestyle experience.

Here’s how:

Digital fitness through Alo Moves.
Holistic wellness at Sanctuary yoga studios.
Alo Gives, their nonprofit teaching kids yoga and mindfulness, deepens their commitment to the community.

By blending fashion and athleisure, they’ve become a go-to for trendy gear, boosted by celebrity partnerships, fashion events, and influencer collaborations. Alo Yoga isn’t just a brand—it’s a movement.

How Alo Yoga Uses New Tech to Connect with Customers

Alo Moves: Alo Yoga started accepting cryptocurrency for online purchases and offered a free month of Alo Moves (online fitness classes) to customers paying with crypto. It also allowed employees to receive paychecks in crypto in 2022.
Gaming: It launched the virtual 'Alo Sanctuary' on Roblox in 2022, offering immersive yoga and meditation experiences to promote well-being.
Digital assets: Alo Yoga tried digital assets to connect with customers online: 'Digital Twin' NFTs for Aspen Collection buyers, offering 3D renderings and exclusive perks, debuting in 2023.
Immersive commerce: VR shopping experience on Meta Quest 2 in 2023, allowing users to browse and shop their collections in an immersive 3D environment.
Digital Wearables: A collection of digital wearables on The Sandbox was launched, enhancing its engagement with the digital gaming community.

Alo Yoga's consistent activations—like collaborations, influencer partnerships, virtual initiatives, product launches, and expansions—have helped the brand stay top of mind.

While it’s hard to pinpoint which specific move made the biggest impact, these efforts have kept Alo engaged with its audience. The chart below shows how interest in the brand has steadily grown over time. Each activation likely played a part in this upward trend.

Let’s unpack this. 👇