Gaiam is one of America’s hottest yoga brands. It also has a very unusual story.
Gaiam has its roots in a company called Gaia, which is now a Netflix rival, specializing in conspiracy theories, new age mysticism, and yoga, broadcasting a wild series of video content to around 700,000 members around the world. The library ranges from conspiracy theories to the 9/11 terrorist attacks to false claims about vaccines, extraterrestrial taxonomies, the alchemists’ secrets for converting gold, and the founder of JPMorgan’s secret conspiracy to sink the Titanic.
Insider recently released a research on Gaia that looked at how the publicly traded video streaming company emerged from a lifestyle brand that helped promote yoga in the U.S. before turning to marginal theories and deeply alternative beliefs based.
Serial entrepreneur Jirka Rysavy founded Gaiam in the late 1980s to promote the ancient Indian practice and build a business that included yoga equipment, mail order exercise videos, and other “conscious” products.
Around 2009, Gaiam began developing its own streaming service – and eventually decided to outsource its yoga business with yoga stones, mats, and the like.
The Gaiam brand and yoga equipment unit were sold to Sequential Brands Group for $ 167 million in 2016. The video streaming service, meanwhile, continued to run Rysavy and operated under a new name: Gaia.
Gaia was freed from the yoga business and relied more on his alternative beliefs. Rumors and conspiracy theories spread around his workplace. Some panicked workers have speculated that the CEO is using supernatural means to invade their dreams and that they are being manipulated by crystal energies, sources told Insiders. Amid the pandemic, business is booming and the company has finally started turning a profit as its user base continues to grow.
Meanwhile, Gaiam continues to be successful. According to its website, its products are available in 38,000 stores today. It’s everywhere from Target to Amazon, and it’s recommended by the New York Times’ renowned Wirecutter review site. It is backed by legions of yoga-loving Americans who are probably completely unaware of the connection between their yoga mat and forbidden alien secrets.