Wednesday, February 17, 2010


Those three words look odd next to each other. One of them doesn't seem to belong. (Kind of like the old Butthole Surfers album, "Locust Abortion Technician").

But apparently they do.

Read all about YAMA (yes, Yama) Talent here.

Here's their mission statement:

“YAMA Talent is the world’s premiere yoga management agency. We exclusively represent a diverse portfolio of distinguished instructors from around the globe. We are experts in the yoga space and a catalyst for spreading the practice of yoga by helping teachers to do what they do best: teach. Like other artists, athletes and scholars, we believe that yoga teachers should have the freedom to focus on their craft, to practice, to study and innovate. We accomplish our goal by easing the burden of the business side of being a yoga teacher and offering comprehensive strategy to organize and execute the careers of our clients. We aim to become the hub of the fast growing yoga community, connecting students, teachers, studios and yoga enthusiasts around the world.”

But wait, there's more:

YAMA Talent cultivates and manages a multitude of opportunities for our clients. We seek engagements in the traditional yoga space, such as classes, retreats, festivals, conferences and workshops. We also cultivate opportunities in the burgeoning market for “non-traditional” employment, including product endorsements, modeling, commercial advertisement, corporate events, lectures, music/film, professional sports and academia

* * *

I agree that booking workshops, negotiating contracts, making fliers, updating websites, and doing self-promotion can suck the soul out of someone whose only desire is to practice and teach yoga. Many teachers have spouses who do this for them, and, traditionally, chelas do it for their gurus. So this does seem to fill a need. But, from what I understand, yogis (real yogis) are not interested in product endorsements or modeling opportunities or branding - eschewing the latter in favor of smearing themselves with ashes of course.


*Thanks to Boodiba for the head's-up!