From NBC Universal:

Former Athleta CEO and Gap veteran Nancy Green will be the new CEO of Beyond Yoga, as the company aims to compete with industry leaders like Lululemon. Beyond Yoga’s founder Michelle Wahler and CFO Jesse Adams will step down, with Green taking over on Feb. 1. Levi Strauss’ CEO Michelle Gass is confident in Green’s ability to unlock Beyond Yoga’s potential.

Beyond Yoga is seeking to scale and differentiate itself in the crowded athletic apparel space. Lululemon and Nike have long dominated the category, with upstarts like Alo Yoga and Vuori gaining market share. During the most recent quarter, sales at Beyond Yoga increased 25% while Athleta’s sales fell 18%. Athleta’s former CEO is now joining Beyond Yoga.

Having spent 25 years at Gap, Nancy Green grew Athleta’s sales from $250 million to nearly $1 billion as CEO. She also expanded the brand’s store footprint from 39 to 175 and enhanced its sustainability efforts. Beyond Yoga, founded in 2005, was acquired by Levi Strauss in 2021 for $400 million and brought in nearly $100 million in revenue in fiscal 2022.

Under outgoing CEO Chip Bergh’s leadership, Levi Strauss has focused on building out its direct-to-consumer channel, a strategy that extends to Beyond Yoga. The brand has opened six stores, with direct-to-consumer sales consistently growing double digits year over year. The company is set to report earnings next week.



Read more: Beyond Yoga names Athleta, Gap veteran Nancy Green CEO