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Americans Spending More on Yoga

Posted: February 26, 2008

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"Yoga is no longer simply a singular pursuit but a lifestyle choice and an established part of our health and cultural landscape," says Bill Harper, publisher of Yoga Journal. "People come to yoga and stick with it because they want to live healthier lives."

One significant trend to emerge from the study is the use of yoga as medical therapy. According to the study, 6.1%, or nearly 14 million Americans, say that a doctor or therapist has recommended yoga to them. In addition, nearly half, or 45%, of all adults agree that yoga would be a beneficial if they were undergoing treatment for a medical condition.

"Yoga as medicine represents the next great yoga wave," says Kaitlin Quistgaard, editor in chief of Yoga Journal. "In the next few years, we will be seeing a lot more yoga in health care settings and more yoga recommended by the medical community as new research shows that yoga is a valuable therapeutic tool for many health conditions."

The growth in the yoga market is also reflected in the growth of Yoga Journal. The magazine saw an increase of 5.8% in paid circulation and 9.2% in paid subscriptions in the period from July through December 2007 over the same period in the previous year, while the first two issues of 2008 were record issues in terms of ad revenue and ad pages. The magazine is also a top-selling health and fitness title at Barnes & Noble nationwide, as well as at Whole Foods.