Beyond Yoga Comes to New York With a Flatiron Pop-up

by · WWD
Beyond Yoga's Flatiron pop-up.Brook Road Photography www.brookroadphotography.com

Beyond Yoga is popping up in the Big Apple — chasing retail in what has long been one of the brand’s largest e-commerce markets.

The 21-year-old Beyond Yoga has been starting on an expansion push. It recently opened stores in Manhattan Beach, Calif., and Scottsdale, and will cut the ribbon on doors in Denver and San Clemente, Calif., later this year.

New York is clearly a next step.

The Levi Strauss & Co.-owned brand started testing the waters in 2024 with weeklong Club Beyond experience, but is now going further, opening a 2,300-square-foot pop-up at 108 Fifth Avenue in the Flatiron District. The store is open daily and in place through early January, selling the latest Beyond Yoga looks for men and women while also providing space for “movement, wellness, and community experiences.”

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Free coffee will be available from the Beyond Yoga cart along Fifth Avenue for the grand opening this weekend.

Movement classes will be led by local favorites like Ali Brunson, SotoMethod, Pvolve, Jada Covington, Natural Pilates, DanceBody founder Katia Pryce, Stakt and Makena Diehl.

“Physical retail is an important part of how we’re growing Beyond Yoga, but for us, it’s about much more than opening stores,” said Nancy Green, chief executive officer. “We want every space to feel like an extension of our community — a place where people can discover the brand and feel connected. This pop-up is an exciting step in bringing that vision to life as we continue to expand into new markets. New York has always been an important part of Beyond Yoga’s story, so opening a space like this is an especially meaningful milestone for us.”

In addition to the pop-up, the brand will host its first East Coast edition of Seek Beyond: Open Air on Oct. 17. The event starts at the pop-up and includes a community walk and run along the West Side Highway and a visit to the Edge NYC observation deck.

“Bringing Seek Beyond: Open Air to New York feels like a natural part of this moment for the brand,” Green said. “The city’s energy and spirit of connection make it an ideal setting for an experience built around the joy of movement and community. We’re excited to bring the experience to New York and create another way for people to come together and experience the spirit of Beyond Yoga.”