We even offered to take a fraction of the amount we had paid for the content, which Kino did not want to pay. I hate that it’s become so associated with upper middle class white women and their “wellness” moment. If anything positive has come from the publicity of this situation, it seems to be the dynamic conversations communities are engaging in. Alo does own all three accounts, but only @YogaInspiration’s profile mentioned Alo, and while @YogaGoals had an Apple app store link to the Alo Yoga Poses app, it did not mention Alo explicitly. Cody Inc.: A digital fitness company that offers online fitness tutorials and classes of all types, notably yoga, that was acquired by Alo Yoga in December 2017. “Yoga is many things to many people,” says Andrea Jain, associate professor of religious studies at Indiana University-Purdue University Indianapolis and author of Selling Yoga: From Counterculture to Pop Culture. “Cody and Alo hope to reach a fair and positive resolution with both Dana and Kino in the future so Cody and Alo can continue sharing coaches’ teachings with the world rather than having people in the Yoga community being encouraged to choose sides,” Javid’s statement concluded. But on March 16, Kino MacGregor, a yoga teacher and Instagram influencer, sparked renewed interest in the lawsuit with an article on Elephant Journal entitled, “When one Big Company picks on one Yoga Teacher,” in which she lays out the history of the acquisition of Cody, the lawsuit, and her own personal involvement with Cody and Alo Yoga, characterizing the situation as that David-Goliath situation, a “loving battle for the heart and soul of yoga.”, In her article, MacGregor writes that Falsetti resisted the acquisition “because of Alo Yoga’s large commercial presence, marketing campaigns featuring the thin and athletic elite, and the modus operandi of this business. Cody was suing the 24-year-old yoga teacher, body positive advocate, and (now former) Cody instructor for breach of contract and trade libel, which they claimed Falsetti committed in a short-lived Instagram Story about the then-confidential Cody-Alo merger. Months passed; Cody grew; the Alo deal became real. There is … Ideally they’d let both me and Dana go so that we’re not forced into an affiliation with their company. In the past, influencers have been dismayed by MCN contracts that limit or appropriate their intellectual property rights. MacGregor, however, says she never intended to sell her company. Before diving into the Alo Yoga lawsuit against Falsetti it’s helpful to get a sense of the key players involved. “If I could go back and do it all again, I would do more fact-checking and seek a non-reactive path to expressing my concerns…” she wrote. A change.org petition asked signatories to demand that Alo Yoga cease both lawsuits against Falsetti. She has created yoga tutorials and courses for Cody Inc.’s website and is the influencer who was sued by both Cody Inc. and Alo Yoga. Macgregor announces that her Instagram account, and Falsetti and fellow yoga influencer Mabel Butler’s (. ) No news has surfaced indicating that Cody Inc. or Alo Yoga plan to drop the suits against Falsetti. Before diving into the Alo Yoga lawsuit against Falsetti it’s helpful to get a sense of the key players involved. Our conversation shifted to her wanting Cody to take her content down from our website. what happens when a supposedly spiritual practice is commercially dominated by only a few gigantic brands, like Alo Yoga and Lululemon?, “I cannot find a single inch of diversity. But Javid claims that once MacGregor stopped working with Cody, she began competing with them. The dialogues that originated with the lawsuits took a sharp turn when Instagram commentary among yogis started to heat up to dramatic levels—challenging one of the most sacred yogic principles, ahimsa (non-violence, non-harming). Alo Yoga CEO Danny Harris, who founded the company in 2007 with another man, Marco deGeorge, explained the social philosophy in a 2017 interview with Fashionista—its focus on the “everyday” yoga practitioner (who looks little like any practitioner I’ve ever seen) is absolutely intentional: Alo spreads its “mindful” messaging and builds brand awareness through a community it likes to call the “Alo Family,” consisting of over 4,000 yoga pros and teachers. As for Falsetti, she feels that at least her lawsuits sparked dialogue about important issues (like body image and how stereotypes are reflected) relevant to the yoga community now. Falsetti, a body positive yoga teacher, speaker, and Instagram personality with over 312,000 followers, had done some work with a digital yoga company called Cody Inc. For Cody, Falsetti produced a video called “I Am Worthy,” along with several other yoga courses, including “Chair Yoga,” for practitioners with limited ability. One side would have you believe that this is a story of a David—Dana Falsetti, an independent yoga instructor and influencer sued by a massive corporation—and a Goliath—Alo Yoga, hawker of fitness spandex sets and the aspiration that you, too, might quit your job to perform pigeon pose in front of a waterfall. Here we’ll outline the recent news surrounding Alo Yoga’s suit against Falsetti and examine its implications for the influencer industry. Though not directly involved in either lawsuit, Macgregor (. ) The juxtaposition between spiritual agendas and commodification—after all, we spend time and money on yoga mats, teachers, malas—can breed strong feelings if a conflict questions one’s investment in a yoga practice. Among other things, Dana announced our acquisition by Alo before we had time to finalize our business conversations with our 40+ coaches. “Falsetti knew when she made these statements and communications that they were false,” the claim reads, “or did so with reckless disregard of the truth, and did so without engaging in any or sufficient verification or fact-finding prior to said publication.”. A 10 Step Guide To Influencer Relationship Management (IRM), The Influencer Marketing Industry Global Ad Spend: A $5-$10 Billion Market By 2020 [CHART], INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, 8 Brands Doing Coronavirus Influencer Marketing Right on Instagram and TikTok, 10 TikTok Marketing Campaigns: How Brands are Using TikTok Influencers, 2020's Best Influencer Marketing Case Studies: 62 Campaigns From Top Brands, Influencers, & More. He also writes that Cody Inc. continues to pay Falsetti and MacGregor monthly, per their contracts. At the same time, Falsetti (@nolatrees, 330k followers) who had kept lawsuit details and references off social media, received thousands of messages supporting her outspokenness and lauding her as an inspiration. It wasn’t just Falsetti and MacGregor who receive insensitive feedback; several prominent Alo ambassadors (who were listed in the Elephant Journal piece) were shamed for their partnerships with the clothing company. “Regarding Dana’s lawsuit, the issue has been totally misrepresented,” the statement continued. I have no shame in calling them out.”, If the leggings we wear don’t stand for something more than hotness, youngness, skinnyness, or richness, what are we doing on our yoga mats?, When one Big Company picks on one Yoga Teacher, elaunched as the new Alo Yoga subscription service. Alo Yoga: Founded in 2007, Alo Yoga is a Los Angeles based company that sells yoga apparel. "Kino MacGregor was negotiating the sale of her yoga platform to Alo in late October for more than a million dollars," an Alo spokesperson tells YJ. The resulting backlash has raised questions about influencer relations and, campaigns, brands and influencers collaborate to create. “People are encouraged by social media and are soapboxing each other on comment platforms and stories,” says Waylon Lewis, editor-in-chief of Elephant Journal, who published MacGregor’s opinion piece. “We want to cultivate community, not create community through hate.”, When MacGregor started the conversation regarding the Falsetti lawsuits, her hope was that if people chose to speak out, her call to action would be handled with maturity and responsibility, she tells YJ. Despite my repeated requests to take them down, so many aggressive ads are running on my name and likeness (i.e., photos) that students have reached out and asked questions about these advertisements featuring me online! 5.3m Followers, 2,662 Following, 2,369 Posts - See Instagram photos and videos from Rowan Blanchard ( ‿ ) (@rowanblanchard) When you see something that angers you, sit back and reflect and think critically before forming an opinion or stance. Its official @aloyoga Instagram account has 1.3 million followers. If our voice as teachers is owned by the company who sponsors us, why are we teaching?”, Update (March 21, 6:30 p.m.): MacGregor has since published another article on Elephant Journal entitled, “Alo, do the right thing—and we will all thank you,” in which she responds to Javid’s article, writing that she is “bound by a unilateral confidentiality clause which means that they can share whatever details they want—but if I share any details they have grounds to file a lawsuit against me!”, MacGregor also spoke with Jezebel on the phone, during which she noted that the similarities between the language on her site and Cody’s were due to industry standards. The resulting backlash has raised questions about influencer relations and sponsored content ownership (influencer agreements and contracts). Alo Yoga: Founded in 2007, Alo Yoga is a Los Angeles based company that sells yoga apparel. The acquisition, Cody wrote at the time, would allow the service to offer a “more diverse library,” add more instructors, and support AloGives, Alo’s nonprofit arm. She has also previously partnered with both Cody Inc. and Alo Yoga. Though Falsetti hasn’t acknowledged the fundraiser or the lawsuits explicitly in her Instagram posts, she lists the link to the fundraiser in her Instagram bio.