Alo Yoga: how the brand’s bizarre marketing is funding its brick-and-mortar explosion

Alo Yoga’s workout space in Beverly Hills is a far cry from your average high street sweat-fest gym. When someone enters the company’s headquarters to enjoy a workout, they’re greeted with an unlimited iced matcha latte bar, racks of the brand’s athleisure wear they’re expected to help themselves to, and even a giant live tree in the lobby.

Once inside, visitors find a fully stocked gym equipped with an infrared sauna, cold plunges and a cryotherapy chamber. Post-workout, there are beauty treatments, massage rooms and a movie theatre to help gym-goers relax. And if they find their exercise inspires them creatively, they can record a podcast or even a song in one of the attached studios.

You might be wondering how much all these amenities might cost a member, but it’s all put on for free by Alo Yoga. And if you’re now wondering where you sign up, you’re probably out of luck, as unless you’re a Kardashian-Jenner, a super-rich influencer or a famous actor – you’re not on the list. 

All of these theatrics are part of a cleverly designed marketing plan by the brand to give it appeal to wannabe influencers across the globe. 

The brand opened its first store in the UK on King’s Road, London, in November last year. Within less than six months, three new stores were announced in the UK, starting with a 10,000 sq ft flagship on London’s Regent Street.

If you are a TikTok user, or even take a fleeting interest in athleisurewear, chances are you have come across the brand and its innovative marketing techniques.

As the cost-of-living crisis continues, people across the globe have cut discretionary spending. That is not a problem for the California-born brand as its products and the lifestyle it’s trying to sell are all targeted towards the most affluent customer base.

From Taylor Swift to the Biebers and Kendall Jenner, the world’s most famous people and some of TikTok’s most followed influencers have been seen working out or going out dressed head to toe in Alo gear.  

But how did the brand become the Goop (actress Gwyneth Paltrow’s wellness brand) of the activewear world? The answer is through putting its spin on the “#gifted” marketing approach but only for the elite.

@laurenwolfe LA is built different #alo ♬ original sound - Lauren Wolfe

Appealing to the 1%

The brand’s headquarters in Los Angeles is home to its super exclusive invite-only workout space called the Alo Gym. If you are one of the lucky few on the guest list, you get to experience what was once Beverly Hill’s best-kept secret. Guests get to pick from the full range of the brand’s products available at the HQ to gear up for a guided Pilates session. Unlike most other gyms, filming is not prohibited but encouraged here with TikTok videos of the space gathering thousands of views.  

And as the brand’s virality transfers from one side of the pond to the other, so far the marketing technique has seemed to work out. 

Ellie Farrer, founding partner at creative agency Iconic, says super exclusivity and the unique approach have transformed the brand into a lifestyle rather than just a product. 

She says: “Allowing creators to make original content by visiting the Alo Gym versus a classic gifting approach creates genuine audience interest on TikTok. It shows Alo as a lifestyle vs just a product.  

“Now take that lifestyle, and make it super exclusive, people want to be a part of it even more. Influencers/creators even celebs are dying for an invite, not just their audiences.” 

The brand may have conquered the TikTok algorithm but if there’s one thing to remember about social media, it’s that trends tend to be temporary. What is appealing today may get pushed out by something more absurd tomorrow – or worse, get cancelled. 

Jess Black, strategy director at creative agency, Household agrees the approach is unique but says it lacks substance beyond TikTok and general elitism. 

“Alo’s influencer-only gym is a slightly new take on this approach and, frankly, I hate it. 

“The cultural tidal wave of Brat [the viral album by popstar Charli XCX] that we’re currently engulfed in, even as a fleeting phenomenon, illustrates the direction of younger consumers: chaotic, hedonistic and raw. 

“Sleek, elitist minimalist gyms and mesh fitness wear for influencers… it’s giving 2010s. 

“I can imagine this strategy working temporarily. However, trying to be the coolest kid in such a crowded space, without any substance beyond a vague platform of general elitism, is bound to become outdated quickly. Without the prestige of luxury brands or the product quality of other athletic outfitters, I can’t envision their growth being sustainable.”

If the brand’s growth in bricks and mortar is to be taken as a measure of its success, one could comfortably say that you can love it or hate it, but it’s not one to be ignored.

Future proof?

As the brand quickly rises, does it pose a threat to other athleisurewear giants like Lululemon and should they be worried?

Black isn’t fully convinced. She says: “Lululemon is a performance brand. Their product testing is rigorous and involved.

“Alo is a fashion brand. They priroitise stylish design and their products range far beyond traditional athleisure. A more apt strategic comparison might be to the explosively growing cool-girl brand, Reformation. 

“The athleisure market is increasingly crowded and Lululemon must continuously innovate to stay ahead of emerging competitors. Gymshark and Vuori come to mind. 

“However, unlike Lululemon, Alo Yoga seems to prioritise style over substance. Its materials are often criticised for their lower quality, yet the products remain highly -riced brand choices like an influencer-only gym highlight those values that will only translate into ephemeral success.”