A new study by a California-based university has revealed that Americans associate yoga less as a spiritual practice, and more with medicine and fitness. Yoga is a spiritual and ascetic discipline, a part of which, includes breath control, simple meditation, and the adoption of specific bodily postures. Researchers think that the shift in the meanings is due to the changes in how yoga gurus are trained, market contests among different meanings and the distinct branding practices of small and big players in the market.
- The study found that over 20 million people in the US practice yoga and spend $10.3 billion a year on yoga classes and products.
- It is widely practiced for health and relaxation.
- The researchers gathered data via archival sources, netnography, in-depth interviews and participant observations.