The Current Podcast: Beyond Yoga’s Katie Babineau on the Power of Community

Released on March 13, 2025

Introduction

In this enlightening episode of The Current Podcast, hosts Damian Fowler and Ilyse Liffreing engage with Katie Babineau, the Chief Marketing Officer (CMO) of Beyond Yoga. Celebrating International Women's Day and Women's Month, the episode delves into Katie's journey, her innovative marketing strategies, and the pivotal role of community in Beyond Yoga's success.

Katie Babineau’s Journey to Beyond Yoga

Katie Babineau's transition from consumer tech to activewear is rooted in her personal passion for movement and her admiration for Beyond Yoga's inclusive ethos. Reflecting on her career shift, Katie shares:

"I was already a Beyond Yoga fan and customer... Activewear to me was very interesting. I grew up as an athlete. Movement is so important to me..."
(02:20)

Her meeting with Nancy Green, the CEO of Beyond Yoga, solidified her decision to pivot industries, allowing her to merge professional aspirations with personal interests.

Marketing Philosophy and Strategy

At the heart of Katie's marketing strategy is a commitment to upholding Beyond Yoga's legacy as a female-founded and led brand. She emphasizes the importance of scaling the brand's reach while maintaining its core values:

"Our opportunity is just to scale that love and that fandom... redefining our brand position and strategy."
(02:27)

Katie inherited a strong foundation at Beyond Yoga and focused on broadening the brand's audience through comprehensive brand marketing efforts.

Innovative Campaigns: Club Beyond NYC

One of the standout campaigns Katie spearheaded is Club Beyond, a full-funnel experiential activation in New York City. This week-long event in Union Square aimed to immerse attendees in mindfulness and movement, featuring top wellness influencers and instructors. Katie highlights the campaign's success:

"We saw about a 50% new customer acquisition percentage... connecting with our customers in new and different ways."
(03:47)

The campaign not only elevated brand awareness but also drove significant revenue, showcasing a harmonious blend of brand and performance marketing.

Customer Acquisition and Retention

Katie underscores the symbiotic relationship between acquiring new customers and retaining loyal ones. Beyond Yoga's high product quality fosters repeat purchases, ensuring sustained growth:

"Once you experience that, we see such high repeat purchase behavior... being able to continue to activate them is super important."
(09:06)

Her strategy focuses on delivering exceptional product experiences to convert new customers into lifelong fans.

Retail Expansion and Growth Plans

Beyond Yoga, a brand with a 20-year legacy, is poised for expansive growth. Katie outlines the brand's retail strategy, which includes opening new stores and strengthening wholesale partnerships:

"We believe retail is an incredible opportunity for us to connect with customers more deeply... expanding to nine stores this year."
(11:21)

The move into physical retail complements their thriving e-commerce presence, enhancing customer engagement and brand visibility.

Community Building and Leadership Insights

Katie attributes much of her success to her collaborative and empathetic leadership style. She emphasizes the importance of building and nurturing a supportive community:

"I'm extremely collaborative and empathetic in my approach... being the connector, the strategic connector in the room."
(16:57)

Her ability to bring diverse perspectives together has been instrumental in driving Beyond Yoga's community-centric initiatives.

Empowering Women in Marketing

A significant portion of the discussion centers on Katie's experiences as a woman in the marketing industry. She advocates for authentic representation and the integration of brand and growth strategies:

"The number one mistake that marketers can make right now is the misconception that brand and growth are separate."
(10:15)

Katie highlights the progress made in promoting diverse voices within marketing while acknowledging the ongoing efforts needed to achieve genuine empowerment.

Rapid Fire Q&A Highlights

In a spirited rapid-fire segment, Katie shares personal motivations and advice for aspiring women marketers:

• Inspiration to Pursue Marketing:

  "People. I love the interaction with people that you get in marketing."
  (14:30)

• Advice for Aspiring Women Leaders:

  "Don't be afraid to take the risk and build your community."
  (17:41)

Katie emphasizes the value of taking career risks and cultivating a strong support network to navigate and thrive in the industry.

Conclusion and Key Takeaways

The episode concludes with reflections on Beyond Yoga's impactful campaigns and Katie's leadership philosophy. Hosts Damian Fowler and Ilyse Liffreing commend Katie's ability to anchor the brand in community values while steering it towards sustained growth.

Key takeaways include:

• Integration of Brand and Growth: Aligning brand values with growth strategies enhances both customer acquisition and retention.
• Community as a Cornerstone: Building a loyal community fosters deep brand connections and drives business success.
• Empowering Leadership: Collaborative and empathetic leadership can transform brand strategies and team dynamics.
• Women Empowerment in Marketing: Continuous efforts to represent and empower women are crucial for authentic and diverse marketing narratives.

Katie Babineau's insights offer valuable lessons for marketers aiming to blend purpose with performance, emphasizing that true brand strength lies in its community and inclusive ethos.

Stay Tuned

The Current Podcast continues to deliver inspiring conversations with industry leaders. Be sure to tune in throughout March as new episodes are released every Tuesday and Thursday, featuring recordings from South by Southwest.

This summary captures the essence of the conversation between Katie Babineau and the hosts, highlighting her strategic approach to marketing, community building, and leadership within Beyond Yoga.