Beyond Yoga’s Sale to Levi’s Started with a Cold Message on LinkedIn

In 2005, Wahler joined the brand’s original founder, Jodi Guber Brufsky, to bring a vision of inclusive activewear to life and sold the brand to Levi Strauss in a buzzy acquisition in 2021. The $400 million deal marked the $6.2 billion denim maker’s entry into the activewear category and a way to reach more female consumers. Wahler remained with the brand through the acquisition and stepped down in early 2024; her successor is Nancy Green, the former CEO of Athleta.

“It’s different than I expected. And it was more emotional than I expected,” she says of her decision to leave the company during her first interview since leaving. “The first few days, I kept checking my email. I was really shocked that no one was reaching out to me — it was a huge change. I think I had this vision that even if I was handing over, I would show up the next day, bringing everyone coffee and donuts. I realized I needed to give everyone, including myself, a moment to separate, so they could bond with their new leader.”

She returns to the college analogy. “Decisions are being made right now that impact my baby,” she says. “We hope he makes the right decisions, and they may be different than ours. But we hope he makes smart, healthy choices.”

Under the leadership of parent company Levi’s, Beyond Yoga grew to $100 million in sales and opened its first brick-and-mortar stores. The Los Angeles-based team got creative by using the iconic fabric of its yoga pants for fitting room curtains, so customers were forced to touch the fabric no matter what product they were trying on.

The acquisition was considered a success. For Wahler, it came out of nowhere: She received a cold LinkedIn message from a Levi’s executive and initially thought Levi’s was interested in some kind of collaboration with the brand. “I really had no intention of selling the company,” Wahler recalls.

Today, Wahler advises founders to think carefully before agreeing to a sale and know its value. “You’re probably only going to get one shot at the apple,” she says. “So make sure it’s rewarding, because it’s hard to give up your business and that control. Make sure it’s worth it.”

Emma Hinchliffe
[email protected]

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