Beyond Yoga Origin Story: How Jodi Guber Brufsky Built a Body-Positive Brand

From Yoga Mat to Global Brand: The Origin of Beyond Yoga

Every iconic brand has a moment of clarity, a spark that turns a personal passion into a public mission. For Jodi Guber Brufsky, that moment came not in a boardroom, but in the quiet space between teaching yoga and coaching women on self-worth. She wasn’t looking to launch a fashion empire; she was searching for a way to make women feel seen, celebrated, and supported in their bodies—regardless of size, shape, or background.

Beyond Yoga didn’t begin as a calculated business plan. It began as a response to a gap Jodi noticed in the activewear world: the absence of truly inclusive, high-quality clothing that honored all women. At the time, the idea of body positivity in mainstream fashion was still emerging, and activewear was often designed for a narrow, aspirational ideal. Jodi’s vision was different. She wanted to create a line that didn’t just fit more bodies, but that made every woman feel beautiful, strong, and worthy just as she was.

A Non-Linear Path to Purpose

Jodi’s journey to founding Beyond Yoga wasn’t a straight line. Before she became known for her activewear brand, she wore many professional hats: talent agent, production professional, publicist, event planner, yoga teacher, and life coach. Each role contributed something essential to the brand she would eventually build.

Her work in entertainment and PR taught her how to read cultural shifts, understand audience needs, and craft compelling narratives. Her experience as a yoga teacher and life coach deepened her understanding of self-image, confidence, and the emotional relationship women have with their bodies. These seemingly unrelated careers weren’t detours—they were pieces of a larger puzzle, each adding texture and insight to the brand’s mission.

The Birth of a Body-Positive Activewear Vision

The idea for Beyond Yoga emerged from a simple but powerful question: What would it look like if activewear was designed to uplift, not exclude? Jodi wasn’t interested in chasing trends or creating another generic line of leggings and sports bras. She wanted to build a brand rooted in authenticity, quality, and a genuine commitment to inclusivity.

She envisioned a collection that would feel like a second skin—soft, supportive, and flattering on a wide range of body types. But more than that, she wanted the brand to carry a message: that every woman deserves to feel confident, graceful, and powerful in her own body. This wasn’t just about fabric and fit; it was about identity, self-worth, and belonging.

Partnering with Purpose: The Role of Michelle Wahler

While Jodi provided the creative vision and brand philosophy, the business needed operational strength and strategic execution. That’s where Michelle Wahler came in. Introduced to Jodi at a pivotal moment, Michelle brought a complementary skill set that balanced Jodi’s intuitive, mission-driven approach.

Michelle’s background in business operations, finance, and brand strategy allowed her to translate Jodi’s vision into a scalable, sustainable company. Where Jodi focused on the emotional and cultural resonance of the brand, Michelle ensured that the logistics, supply chain, and growth strategy were sound. Together, they created a partnership where creativity and commerce could thrive side by side.

Designing for Real Women, Not Ideals

One of the defining characteristics of Beyond Yoga is its commitment to real, diverse bodies. From the beginning, the brand rejected the idea that activewear should be designed for a single ‘ideal’ body type. Instead, Jodi insisted on creating pieces that would look and feel great on women of all ages, shapes, and sizes.

This commitment showed up in every detail:

• Fabric selection: Soft, high-performance materials that move with the body, not against it.
• Fit philosophy: Thoughtful cuts and construction that flatter a wide range of figures, not just one narrow standard.
• Size inclusivity: A broad size range that reflects the diversity of real customers, not just runway models.
• Color and style: A palette and aesthetic that feel modern, sophisticated, and timeless, not trend-chasing.

Why Beyond Yoga Stands Out in a Crowded Market

In a world where athleisure has become a global phenomenon, many brands now claim to be inclusive and body-positive. But Beyond Yoga was one of the first to build these values into its DNA from day one. That authenticity is a key reason why the brand has cultivated such a loyal following.

Here’s what sets Beyond Yoga apart:

Building a Brand That Feels Like a Movement

Beyond Yoga never positioned itself as just another activewear brand. From the start, it carried the energy of a movement—a community of women supporting one another to feel good in their skin. This was reflected in everything from the brand’s messaging to its customer experience.

The brand’s success wasn’t just about selling products; it was about creating a sense of belonging. Women didn’t just buy Beyond Yoga clothes—they identified with the brand’s values. They felt seen, celebrated, and supported. That emotional connection turned customers into advocates, and advocates into a powerful word-of-mouth engine.

Challenges of Building a Mission-Driven Brand

Launching and scaling a brand with such a strong mission wasn’t without its challenges. Jodi has openly shared that there were moments of doubt, especially in the early days when the weight of responsibility—employees, suppliers, customers—felt overwhelming.

Some of the biggest hurdles included:

• Financial pressure: Funding product development, inventory, and operations without compromising on quality or values.
• Scaling inclusivity: Ensuring that as the brand grew, its commitment to diverse bodies and authentic messaging didn’t get diluted.
• Staying true to the mission: Resisting the temptation to chase short-term trends or compromise on ethics for the sake of growth.

What carried Jodi and Michelle through these challenges was their shared belief in the brand’s purpose. When decisions were difficult, they returned to the core question: Does this align with our mission to make women feel good in their bodies?

Leadership That Prioritizes Well-Being

One of the most striking aspects of Jodi and Michelle’s leadership is how they model the values they preach. Both women prioritize their own well-being, recognizing that sustainable leadership starts with self-care.

For Jodi, this means a daily commitment to movement and mindfulness. She’s spoken about making time for yoga and exercise as non-negotiable parts of her routine, even when work demands are high. For Michelle, it’s about starting the day with a morning workout—whether Pilates or another form of movement—that sets a positive, focused tone for the rest of the day.

Their approach sends a powerful message: a brand that champions women’s well-being must also support the well-being of its leaders. This balance between ambition and self-care has been crucial to the brand’s longevity and resilience.

The Power of Intuition in Entrepreneurship

Jodi often credits her intuition as a guiding force in building Beyond Yoga. She didn’t follow a traditional startup playbook; instead, she listened to her inner voice, trusted her instincts, and made decisions based on what felt right, not just what looked good on paper.

This intuitive approach showed up in key moments:

• Choosing to focus on body positivity and inclusivity when it wasn’t yet a mainstream trend.
• Bringing Michelle on as a partner because it felt like the right fit, not just because of a resume.
• Deciding to sell the company to Levi Strauss & Co. only when the values and vision aligned.

For aspiring entrepreneurs, this is a powerful reminder: sometimes the most important data point isn’t a spreadsheet or a market report—it’s your own inner knowing.

What’s Next for Beyond Yoga and Its Founders?

With Beyond Yoga now part of the Levi Strauss & Co. family, the brand is positioned for even greater reach and impact. The partnership allows Beyond Yoga to scale its mission while staying true to its core values of inclusivity, quality, and authenticity.

For Jodi and Michelle, the journey continues. Jodi has expressed excitement about the next chapter, knowing that the brand she built to make women feel good in their bodies will now reach even more women around the world. Michelle remains focused on ensuring that the operational excellence and strategic vision continue to support the brand’s growth.

Lessons for Aspiring Entrepreneurs and Brand Builders

The story of Beyond Yoga offers several valuable lessons for anyone looking to build a purpose-driven brand:

• Start with why: A clear, meaningful mission is more powerful than a clever product idea.
• Embrace your unique path: Your diverse experiences are assets, not distractions.
• Partner wisely: Find co-founders or key team members whose strengths complement yours.
• Stay true to your values: Growth is important, but not at the cost of your core principles.
• Listen to your intuition: In a world full of data and noise, your inner voice can be your most reliable guide.

Frequently Asked Questions (FAQs)

Who founded Beyond Yoga?

Beyond Yoga was founded by Jodi Guber Brufsky, a yoga teacher, life coach, and former entertainment industry professional, in partnership with Michelle Wahler, who brought business and operational expertise to the brand.

What makes Beyond Yoga different from other activewear brands?

Beyond Yoga stands out for its early and authentic commitment to body positivity, inclusivity, and high-quality, comfortable fabrics. The brand was built to make women of all shapes and sizes feel beautiful and confident, not just to follow fashion trends.

Is Beyond Yoga size inclusive?

Yes, Beyond Yoga is known for its inclusive sizing, offering a wide range of sizes to accommodate diverse body types. The brand designs its pieces to flatter and support real women, not just a narrow ideal.

What happened to Beyond Yoga’s ownership?

Beyond Yoga was acquired by Levi Strauss & Co., allowing the brand to expand its reach while maintaining its mission and values. The founders remain involved in guiding the brand’s creative and strategic direction.

How can I build a brand like Beyond Yoga?

Start with a clear mission that solves a real problem or fills a gap. Focus on authenticity, quality, and inclusivity. Surround yourself with partners who complement your skills, and stay true to your values even as you grow.

Written by

Medha Deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts. Medha specializes in the areas of beauty, health, sports, and wellness and is committed to ensuring that the content on the website is…