In 2012, Yoga Journal published the findings of their yoga market study revealing that over 20 million Americans practice yoga. This number represents less than 9% of the US population.
An astonishing 44% of Americans consider themselves aspiring yogis, or people who want to try yoga.
9% of Americans practice yoga. 44% want to try.
From this information was born the #findthe44percent project. After watching Kim Kardashian try to #breaktheinternet with her derriere, yoga studios all over the country decided to put the same effort into bringing awareness of yoga.
Driven by the therapeutic potential of the practice, yogis all over the country are using social media to try to #findthe44percent who haven’t found the time, the location or the courage to give yoga a shot.
Studios are running #findthe44percent promotions and posting articles on the web targeting new students.
Individuals in other lines of business have questioned the logic of competing yoga businesses promoting in tandem. Proponents of the movement beg to differ.
One of the foundational principles of yoga is aparigraha or non-grasping. By not trying to hold on to ideas, materials, wealth or possessions, one brings abundance to their life. “I have always believed that more yoga anywhere means more yoga everywhere,” says #findthe44percent founder Sara Curry. “I don’t care if it is at my studio or another or what discipline speaks to someone, as long as people are finding a way to a practice that can help them feel better and enjoy life more.”
“Maybe it is a little selfish, too,” said Curry. “People are a lot nicer after a good class. Can you imagine what traffic would be like if it was 50% post-savasana yogis?”
You can help, too. Ask your local studio about their 2015 #findthe44percent promotion.
Bring a friend to yoga and check in with #findthe44percent at your favorite studio.
Post an article you found suitable for fledgling yogis and tag it #findthe44percent.
Talk your mom into finally trying a class. Maybe you could win a month of unlimited yoga. #findthe44percent.