Beyond Yoga’s Katie Babineau on the power of community

For International Women’s Day and Women’s History Month, The Current Podcast spoke with extraordinary women in media and marketing at SXSW in partnership with The Female Quotient.

Our first guest in the series is Katie Babineau, the chief marketing officer at Beyond Yoga.

While Beyond Yoga may be best known for its activewear, its core values — inclusivity, comfort and community — are important to its appeal. As a female-founded, female-led brand, Beyond Yoga emphasizes feeling good in one’s own skin and has cultivated a devoted and growing customer base.

As CMO, Babineau plays a key role in building the brand. Nearing her one-year anniversary in the role, she has already launched campaigns like Club Beyond, an experiential activation in New York City designed to foster emotional connection and impressive business results.

“We really wanted to create a space where people could pause, reflect and engage in mindfulness,” Babineau says. “And by putting value for the customer at the forefront, we ended up seeing incredible customer acquisition numbers and strong revenue impact.”

In this episode, Babineau discusses how Beyond Yoga’s community-driven approach is shaping its next phase of growth, alongside its retail expansion.

Plus, she reflects on her journey as a woman in marketing and offers advice for future female leaders: “Don’t be afraid to take the risk and build your community because careers are long, and you can pivot and bob and weave — and that's a beautiful thing.”