Once the province of gurus, yoga is now practised by such media-star personalities as Madonna and Sting. Yoga paraphernalia is everywhere, from malls to supermarkets, and the number of practitioners is growing daily. What prompted the change from spiritual to secular—and who is cashing in? Yoga Inc. examines the trends now sweeping the industry, from large “McYoga” chains to yoga tournaments to high-profile yogis like Bikram Choudhury. Yoga Inc. asks: Can yoga survive with its good karma intact?
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About the Author
John Philp is an award-winning filmmaker, writer, and playwright whose documentaries Rudyland and Yoga, Inc. have won praise at festivals around the globe.
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5 of 5 people found the following review helpful
This well researched book (based on the documentary of the same name) leads you through the history of yoga in America. Warning: If you do not want to know about the various escapades of beloved gurus, then don't read this book. The writing is clever and witty--he knows his pop culture. The book starts with yoga's shaky beginnings as a metaphysical practice where only the eccentric or elite would dare go, to the fitness "yoga butt" seeking present. A central issue is the profit-making side of yoga, the difficulties of this competitive business, and ethics (following the yoga sutras as guideline) where Bikram Choudury is the main showcase. Presenting both sides of the issue, with no solution offered, the book leaves the reader to make up their own mind, and, of course, since yoga in America is still in its infancy and finding its roots, what it means to be yogic in America is still to be seen. Chakra panties, anyone?
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