Experiential Athleisure: Alo Yoga to Open New Stores and Recording Studio

Alo Yoga

Alo Yoga is expanding its retail efforts, leaning into music, entertainment, and wellness education.

From clothing to digital workouts and skincare, Alo is a multifaceted brand earning upwards of $200M in annual revenue.

According to co-CEO Danny Harris, 90% of that revenue is digital, either through ecommerce or its fitness platform. But, Harris adds, retail locations play a key role:

“To be able to have a physical presence, where people are able to embody what we believe… is really a great thing for the brand. And a great thing for the community.”

Reimagining retail. Beyond merchandise, some Alo stores house yoga studios. And its NYC Flatiron location includes a plant-based, rooftop restaurant. Plus, the company hosts Alo House pop-up experiences.

Eyeing an international presence, Harris told WWD the brand is considering stores in Canada, London, Paris, Israel, and Dubai.

In the meantime, Alo is expanding its LA headquarters to include a recording studio and podcast rooms, adding to the existing gym, yoga studio, and movie theater. As Harris described it:

“This is going to be the epicenter of health and wellness and education of the world.” 

The new storefront. Across the industry, activewear brands are all-in on experiential shopping.

  • Prioritizing community over sales, UK-based Gymshark is set to open its first brick-and-mortar location.
  • On Running’s flagship store features a “magic wall” that analyzes customers’ running styles in real time.
  • Part of its connected fitness strategy, lululemon is expanding MIRROR shop-in-shop displays.

Speaking of connected fitness, brands like Tonal, CLMBR, and Hydrow are leveraging retail partnerships to reach potential customers in person.

Punchline: While direct-to-consumer sales are valuable, brick-and-mortar experiences are helping brands build community beyond a digital transaction.