# Beyond Yoga hits 40% DTC growth by bundling lifestyle pieces with core yoga line

*The activewear brand shifted majority revenue to non-yoga categories by treating adjacent apparel as complements, not departures.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-07-22.

Canonical: https://www.pops4.com/stash/articles/beyond-yoga-2026-07-22t00-3
Subject: Beyond Yoga
Tags: bundling, dtc growth, average order value, category expansion, activewear

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Beyond Yoga posted **14%** overall sales growth year-over-year last quarter, with direct-to-consumer revenue climbing **40%**, according to Glossy. The brand's lifestyle categories—pieces outside its original yoga-pant core—now drive the majority of revenue. The mechanism: Beyond Yoga stopped treating loungewear, jackets, and casual tops as line extensions and started bundling them as natural companions to its leggings, presented together in every channel.

The brand positioned lifestyle pieces not as a pivot but as practical layering for women already buying the yoga line. A customer shopping for high-waisted leggings sees a crop hoodie and a tank styled with them in the same product grid, the same email, the same Instagram carousel. The lifestyle SKU becomes the second item in the cart, not a separate purchase journey. By anchoring each collection around the core yoga product and treating adjacent categories as outfit completers, Beyond Yoga increased average order value without diluting the original brand promise.

This works because physical product brands often leave bundling revenue on the table by siloing categories. A customer buys leggings, leaves the site, returns weeks later for a jacket—two transactions, two shipping costs, two acquisition touches. Beyond Yoga collapsed that into one session by presenting the full outfit as the default. The lifestyle category revenue isn't cannibalizing yoga-pant sales; it's capturing the margin that used to go to a second brand when the customer rounded out the look elsewhere.

The steal for a small physical-product brand: pick your hero SKU and identify the three most common items a customer buys *after* owning it. If you sell a yoga mat, that's a strap, a block, and a travel bag. If you sell a chef's knife, it's a honing steel, a cutting board, and a blade guard. Build a bundle page that presents all four together with a small discount—**10%** off when bought as a set. In your post-purchase email sequence, feature the companion products in week two, framed as "complete the setup." On product pages, add a "frequently bought together" module with one-click add-all. Update your paid social creative to show the full kit in use, not just the hero product. Cost: zero new inventory, minimal dev work, maybe **$200** for bundle photography if you don't shoot it yourself.

Set the bundle as the default option on your hero product page, with the single-item purchase available but not emphasized. Run the test for **60** days and compare average order value and repeat purchase rate against the prior period. If you're currently shipping hero product at a **40%** margin and the companion items carry **50%**+ margin because they're smaller or cheaper to produce, the bundle doesn't need to convert at a high rate to move total contribution up.

Beyond Yoga's result suggests the play works best when the brand doesn't announce a category expansion. The customer experiences it as a natural extension of what they already wanted, not a new product line demanding a fresh evaluation. The DTC channel amplifies this because the brand controls the entire presentation—no retailer putting yoga pants in one section and jackets in another. For a one-person brand, that control is the default state. The only question is whether you're using it.

## The takeaway

Bundle high-margin companion SKUs with your hero product as the default purchase option to capture revenue that currently goes to a second brand.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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