B Yoga feature image

Rolling Out The Mat: How B Yoga Is Setting A Course For Success

With consumer interest in health, wellness, and meditation at an all-time high, there’s lots of opportunity for businesses to claim their stake. But, as B Yoga’s founder, Andrea Morris, discusses, true success comes from having a genuine passion for yoga and by truly engaging with the needs of yoga teachers and students around the world.

Hello! Perhaps you could introduce yourself?

I found and fell in love with yoga back in 2003 – when doing my Masters degree in International Business in Sydney, Australia. I always knew deep down inside that yoga would somehow, some day, become my career. And here we are!

I founded B Yoga in 2016 and acquired Halfmoon in 2018. Together, these two wellness brands make up Mindful Collective (MCC).

I am humbled to be MCC’s founder & CEO and to call this my full time job today (it was once a side gig). It’s such a gift. I get to lead our company and help people everywhere live their yoga. 

Broadly speaking, my role involves:

  • Strategy – course setting, building, refining, pivoting, and executing on our long-term and short-term strategy & goals.
  • Visioning– drumming up new ideas for our future; in the form of business tactics, new products, modes of communication – anything & everything really!
  • People & Culture – continuously learning how I can be a better leader and  setting others up for personal and professional growth and fulfilment. 
  • Networking – connecting with the wellness and entrepreneurial world at large in order to gain partners, customers, ideas, inspiration, new team members.
B Yoga

Tell us more about your business.

I developed my vision for B Yoga at The Stewart Group – my family’s fifth-generation manufacturing and technology company. I was working with an innovative type of rubber, originally created for carpet pads, when I realized that the material’s distinctive qualities – its exceptionally grippy texture,  eco-friendliness, and durability – could make the perfect yoga mat. And so, after endless prototyping and fine-tuning, the B MAT was born.

Since the very first B MAT, B Yoga has made it a priority to bring simple, enduring yoga staples to the yoga community in Canada, the US, and internationally.

The B MAT is our core and top selling product and continues to be the heart of our company. As B Yoga has continued to grow, so has its offerings. We now make products for all kinds of yogis – essentials produced with an emphasis on performance, comfort, and contemporary design. B Yoga makes products for the real world, to meet the needs of real people.

In Spring of 2018 B Yoga purchased Halfmoon Yoga Products, based in Vancouver, BC –another female-founded, Canadian, yoga/meditation/wellness-oriented company. The joining of these two brands was a perfect union and they continue to grow proudly side-by-side. Both companies are rooted in shared values of respect, integrity, inclusivity, quality, and creativity.

Collectively, as sister brands, we see ourselves as  makers and curators – supporting you and your end customers in ‘living your yoga’. Above all else, we are a group of impassioned individuals offering yoga, meditation and wellness inspired products to the world. 

Our unwavering vision is to inspire people everywhere to live their best and most balanced lives.

Live your yoga.

What does your business look like today?

Today we have a team of almost 50 supporting the business growth internationally. We are expanding geographically, in tandem with our product offering, in order to ensure we continue to provide one of a kind wellness goods that are relevant to our incredible community.

What are you working on at the moment? What are the future plans?

My mission at MCC is synonymous with MCC’s mission – to support people everywhere in living their yoga: inclusive of our team, our community today, and beyond. 

I believe together we can achieve this by being true to ourselves, our values, our customers & partners, and by offering world class yoga, meditation and wellness products, and a genuine connection to our community – despite the challenges COVID presents.

What are your biggest challenges? What motivates you?

My biggest challenge is maintaining a steady and reliable supply chain during COVID and also funding my growth. I deal with this via proactive planning, dual sourcing, and creative problem solving.

My mission motivates me every day. That, plus knowing that wellness is increasingly needed in this world and that we can be a source of support for humankind.

B Yoga mats

What is the best business advice you can share with others?

Follow your passions  as they can lead you to incredible opportunities, but know that (I personally believe that) HARD WORK is a huge part of any successful career equation. 

The trick is that when passion is there, the work often doesn’t feel like work.

Also, “Do the best you can until you know better. Then when you know better, do better” – Maya Angelou.

Could you recommend any books, movies, podcasts, learning materials?

How I Built This with Guy Raz (NPR Podcast) features some exceptional entrepreneurial stories, showcasing the good, bad and ugly.

B Yoga Inc.

Year founded
Wellness (Yoga, Mediation, Self Care, Fitness)


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