Yoga Movement expands into HK with fitness-focused strategy

Yoga Movement (YM), the Singapore-born fitness-lifestyle phenomenon that blends yoga, community, and accessibility, has expanded into Hong Kong this August. 

With 10 studio properties and a digital platform, the lifestyle brand has captivated the Singapore market for the past 12 years.  

The brand’s ethos centres on delivering consistent, high-quality workouts in a vibrant, community-oriented atmosphere that feels more like a friend’s well-designed home than a fitness studio. 

With Hong Kong being the second market outside Singapore, the expansion aims to revolutionise the city’s fitness scene with a focus on making yoga accessible to everyone. "Just like Singapore, Hong Kong people are in the thick of hustle and bustle on a daily basis, we want to provide a place where they can call it their second home to enjoy a short burst of respite," said a spokesperson from YM to MARKETING-INTERACTIVE.

The headquarter team in Singapore will be overseeing the YM brand in Hong Kong, with a dedicated Hong Kong team operating and managing it; all with a goal of fostering localisation and building strong community ties to deliver an authentic yoga experience. Furthermore, the public relations for the brand in Hong Kong is being managed by the PR agency PLUG.

Located at H Queen’s in the heart of Central, the studio comprises a large practice room with space for 34 mats, a more intimate room with space for 16 mats, a chill-out lounge for members to socialise before and after classes, and an elevated changing room experience for men and women. 

The studio reflects the brand’s commitment to welcoming everyone into the YM Life with vibrancy, comfort and warm intimacy. Its concept-driven interior design blends purpose and function with YM’s signature look and feel, according to the release. 

Prior to its official launch on 17 August, YM has engaged media and influencers to visit the studio. Its founder Alicia Pan will host an exclusive yoga classes to introduce the brand and philosophy to the Hong Kong market. YM will also offer an exclusive pre-launch promotion from 1 August for its customers.

Meanwhile, YM is seeking partnerships with like-minded brands to build a community of people who share similar values, according to the spoksperson. For example, it has collaborated with the Singapore-based Common Man Coffee Roasters, as both companies aim to connect with people who are passionate about good times and good vibes. 

"Moving forward, we will continue to engage with other local brands in Hong Kong that share the same vision and explore the opportunities to collaborate - from cross-promotional discounts, in-store product placement and trials to curated yoga experiences and social gatherings," said the spokesperson.

Besides experiences, YM also offers an array of YM branded merchandise, including apparel, yoga essentials, and other accessories. It aims to seamlessly integrate in customers' daily life from yoga practice to leisure time.

YM is part of MOVE Repeat, a boutique fitness lifestyle brand collective that serves as parent company to YM in Singapore. With a mission to become Asia’s leading boutique fitness provider and redefine wellness across the region, the group has already set its sights on further YM studios in Hong Kong. 

“We are thrilled to bring Yoga Movement to Hong Kong! We saw lots of similarities between Singapore and Hong Kong - with people being in the thick of hustle and bustle on the daily, there is always that longing for short bursts of respite,” said Yoga Movement co-founder Alicia Pan. “We want to provide that space where people can call their second home, where they can walk through our doors and feel a sense of warmth and community. We are not just yoga, we are a lifestyle,” Pan added. 

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