Beyond Yoga has planted its flag in the Flatiron District, opening a limited-time immersive pop-up at 108 Fifth Ave. that mixes retail with movement classes and community programming. The 2,300-square-foot space is stocked with the brand's latest collections, including exclusive New York City merchandise, and includes a dedicated downstairs studio built for weekend workouts.
The activation, first reported by amNewYork, is designed to showcase Glowzone, the brand's new high-impact performance fabrication built for strength training, hot yoga, cycling and running. According to Modern Retail, Glowzone is described as the company's most significant technical innovation to date, and the pop-up is meant to put that performance story front and center for shoppers who might otherwise know Beyond Yoga mainly for its leggings.
The pop-up is open Monday through Saturday from 10 a.m. to 8 p.m. and Sunday from 11 a.m. to 7 p.m., and it's set to remain in Flatiron through January 2027. Beyond Yoga is also offering complimentary coffee from a cart on Fifth Avenue during its grand opening weekend.
Testing the Market for a Permanent Store
New York is one of Beyond Yoga's biggest e-commerce markets, and the company is treating the pop-up as a real-world gauge of demand. The same Modern Retail report notes the brand's approach lets it “test the waters” before committing to a permanent New York City location, though no decision on a permanent store has been confirmed.
The timing lines up with strong financial momentum. Net revenue increased 16% year over year for the quarter ending in May, per the same account, with lifestyle products like puffer jackets and jumpsuits now driving the majority of the brand's growth. Beyond Yoga has expanded beyond its original legging business into knitwear, outerwear and dresses over the last two years, a shift the Flatiron pop-up's broader assortment reflects.
Club Beyond Brings Classes Back to Flatiron
Running alongside the retail space is Club Beyond, a weekend movement series that will operate Saturdays and Sundays from September 19 through October 11. The series features classes led by instructors and studios including SotoMethod, Pvolve, Natural Pilates, Stakt, DanceBody founder Katia Pryce, Ali Brunson, Jada Covington and Makena Diehl.
Beyond Yoga chief executive officer Nancy Green said establishing a physical presence in New York was an important next step for the brand, pointing to what the company describes as an engaged New York community. The Flatiron pop-up is being framed internally as Beyond Yoga's most significant community presence to date.
The concept builds on a prior New York test run. Beyond Yoga previously hosted a week-long Club Beyond experience in 2024, which Levi Strauss & Co. described as the brand's first-ever experiential and retail pop-up. That earlier activation ran from October 11 to 16 and offered two to three curated classes daily, spanning yoga, mindful movement, low-impact cardio and body sculpting, alongside what was billed as the largest retail assortment of Beyond Yoga apparel and accessories ever gathered in one New York City location.
Seek Beyond: Open Air Heads to the West Side
Beyond Yoga is also planning a larger community event next month. On October 17, the brand will hold the first East Coast edition of Seek Beyond: Open Air, a community walk or run along the West Side Highway that arrives at Edge NYC and will feature Natasha Bedingfield. Limited early-access tickets go on sale September 21, with general admission opening the following day.
Shoppers who buy Glowzone leggings during the pop-up will also receive a complimentary three-month SotoMethod digital membership, tying the retail push directly to the fitness programming happening downstairs. Activewear brands elsewhere have leaned on similar formats recently; a Forbes feature on a rival brand's New York pop-up noted the format is designed for both movement and shopping. Beyond Yoga is directing customers to beyondyoga.com and its @beyondyoga social accounts for more details on the Flatiron pop-up and upcoming events.
