Dhyana Yoga: “Why We’re Not Lululemon Ambassadors Anymore”

diana

Diana Vitarelli // Photo via Instagram

Editor’s note from Emily Leaman: Between all the turkey eating and pie devouring last week, I managed to find time to catch up on my blog reading. I stumbled on to a recent post on Dhyana Yoga’s website, written by Diana Vitarelli, entitled: “We Don’t Care What You Wear.” The piece is a long, detailed confessional from Diana, who co-owns Dhyana’s four Philly-area studios with her husband, John, all about why she and John decided to call it quits as official “ambassadors” for Lululemon Athletica.

If you’re unfamiliar with Lulu’s ambassador program, it’s basically a reciprocal yoga sponsorship, whereby local Lululemon stores partner with a handful of yoga instructors in the community and give them free clothing, merch, and promotion in exchange for their teaching free classes, teaming up on Lulu events, and, of course, wearing Lulu clothes while they teach you yoga. After a year in the program, Diana and John wanted out, and her post explains why.


With her permission, I've reposted Diana's post below. Read it in full, then share your thoughts and opinions in the comments. Emphasis and opinion are the writer's own.

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My husband, John Vitarelli, is about the most drama-free person you could ever meet. Nothing sticks to this guy, he just has a good vibe inside and out and because of that, drama doesn’t get too close to him. So last week when John said, “Send the letter,” I knew it was time to finally send the letter.

Our letter asking Lululemon to consider us “Ambassadors No More” (coined via Jennifer Kries) was a simple one, opening with “This letter comes after a long time of consideration regarding our personal affiliation with your company, Lululemon, for which we served as “Ambassadors” in 2011.  We do not feel aligned with Lululemon, and are sending this letter as a request for Lululemon to cease using our images in any way and to remove us from all contact lists.”

Now I should back up and mention that when Lululemon first came to the Philadelphia market many years ago, the manager of the showroom at that time asked to me to lunch. She brought a bag of clothes and was talking about this “Ambassador” thing, which I didn’t quite understand. The whole Brand Ambassador title wasn’t part of the Yoga culture lexicon as of yet, or at least, it hadn’t hit Philly. I took the clothes home and tried them on. They didn’t fit and were too athletic looking for me (I’m more Bohemian swirls than sporty stripes) and a few days later I returned the bag to an absolutely stunned looking Lululemon representative and just said, “thanks, but I’ll never wear these. Maybe try giving them to some other girls at the studio.” That store manager was never nice to me again. I was just being truthful and not taking a bunch of clothes that I wouldn’t wear just because they were “free.”

I should have stuck to my gut. But when Lululemon approached my husband and I to be “Co-Ambassadors” many years later, we agreed. I have to say, John probably could have cared less. He practices in what is reasonably clean and won’t get in his way in Marichasana D. But I thought it would be fun to do together, and that having him by my side would make me feel more comfortable doing whatever we had to do. I don’t know what they do everywhere, but here, the Lululemon staff comes to your class and brings you a big bouquet of flowers or a giant plant and makes a big fuss over you in front of people when they ask you to be an Ambassador. It’s kind of like being asked to the prom in the middle of the High School pep rally. They don’t tell you what the “job” entails or educate you about their company and product, they just ask you out and then everyone hugs and takes pictures. Then you get invited to the store for a New Ambassador meeting where you meet the other Ambassadors, and they give you a bunch of self help books to read, and a folder of papers explaining what a “goal” is and how to crush one! Yay! Usually the person coaching you on how to “goal crush” is half your age. One of our teachers tells a hilarious story about this happening to them and it ends with the Yoga teacher saying, “Look, there are no goals in Yoga.”

As the months went by, we were required as Ambassadors to offer free classes to Lululemon shoppers. This is pretty standard fare, and basically your payment is the gift card they give you to pick out “free” clothes in the store. John and I did what we agreed to do, but as I got increasingly pregnant and dealt with an extreme case of morning sickness that lasted 3 months, John taught more of the classes alone. One thing you will notice in these free classes is that there are A LOT of people. Sounds great, right? Lots of people doing Yoga. The next thing you will notice, though, is that there is one teacher sprinting from one end of the room to the other trying to adjust people. A large majority of the people are just trying Yoga out and many even show up in shoes and jeans, so a lot of adjusting is needed to keep things safe. Also, you are either in a Lululemon store with all the clothing rounders pushed somewhat out of the way or you may be outside which presents all kinds of other complications, like people cranking their necks to see what’s going on because they can’t hear the teacher. Put simply, it might be a fun time, but in our opinion, these classes are generally unsafe. After our year tenure was up, Lululemon continued to ask us to teach these classes, and still does to this day. We politely decline.

You might ask, if it’s so bad, why are there so many Ambassadors? I might answer by asking, why are there so many Ambassadors? It’s not really even a special thing to be asked, eventually they get around to almost everyone in a market. But there’s another side to this that no one is really talking about, and that’s what we, as Yoga teachers, are getting out of the whole deal. Yoga teachers get what they see as “free promotion” by having a huge photograph of themselves in their local Lululemon store and by the store employees supposedly referring shoppers to their Ambassdor’s classes. This is going to take some radical honesty from Yoga teachers, like us. I have personally heard something along the lines of, “just take the free clothes and the free promo” from Ambassadors I know. Which is why an important part of our letter to Lululemon reads,“In our experience, teachers bash Lululemon in general conversation but can’t seem to sacrifice what they perceive to be free promotion from the local store by being open and honest about it. This is akin to being in an unhealthy relationship. Both sides, yoga teachers seeking promotion and Lululemon stores seeking advertising by outfitting those teachers, are being opportunistic and parasitic. It is our aim as not only yoga teachers, but as parents, and as people seeking to better ourselves, to not engage in what we find to be inauthentic relationships.”

If you are one of those “Ambassadors,” one of those teachers taking the free gear but making snarky remarks about the Lululemon brand in general conversation or even in your head, then you should not be an Ambassador. If you look at your colorful pile of Luon pants differently now that you know more about the company, then you should not be an Ambassador. If you have thought about how to cover up the little reflective logo so you can keep wearing the one piece you really like, then you should not be an Ambassador. I’m not trying to rally an “Ambassador No More” movement, but I am saying if you don’t love it and live it, if you don’t defend it when other people are trashing it, if you aren’t proud to walk down the street in your head to toe Lululemon outfit, if you can’t stand behind their marketing campaigns and public statements, then you have no business using them for promotion.

In fact, I don’t think Yoga teachers should sell out and be “Ambassadors” of or be “Sponsored By” anyone at all. If you like something, wear it, use it, share it, promote it, go actually work for the company! If it’s really what you use and suggest, let people know in your blog or on Facebook. But I think it’s kind of gross for teachers to get all free-geared up by any one brand, and that it’s a distracting goal for so many young teachers to nab these “Ambassador” titles be it for shoes, jewelry, or clothing. We regretted it from the beginning, but we really liked some of the Lululemon staff people and managers, so we never made  a big deal out of how we felt. I did personally meet with one of those staffers and pass on our feedback along with complaints I had heard from other local teachers as well (at the Lulu staff’s request for such “feedback”). We quietly gave away all our free clothing, much of it with the tags still on. Like I said, John is drama free. Until recently, and I think the Steven Colbert piece was the tipping point, he has encouraged me to just chill on it and enjoy my sabbatical.

I want Yoga teachers and studios to know that it’s ok to say no. Our local Lululemon store recently asked to make the Dhyana Yoga Seva Center, a studio set up as a charitable foundation with the goal of donating all profits back into our community, the “Studio of the Quarter.” This is another one of these free class scenarios Lululemon promotes, wherein you open your studio up to a weekly, complimentary class for Lululemon shoppers and they write your studio name on the big chalkboard in their store and presumably promote your studio above others during the months that you have this honor. John and I had already talked at length about disassociating from Lululemon, and so we did the only thing that felt right. Regardless of the fact that we would be sacrificing their promotion of the Seva Center, we said no to Lululemon. It really is ok.

Lululemon, by the way, is an athletic company with a clothing store. It’s not even necessarily a “yoga clothing store.” A “Yoga Brand” would very likely appeal more to the sensibilities of a person actually dedicated to Yoga by offering organic cotton tops and bottoms and items that you can wash and dry for years and still look great like Prana and Patagonia do. Lululemon is just an athletic clothing company that focused on the yoga population because there was a need in the market for brightly colored leggings and matching tops with thumb holes in them. My overall feeling is plainly that they should keep to their business in their stores and stay out of Yoga studios and stop trying to subtly advertise in those studios by giving the teachers who stand in front of the rooms free clothing. A lot of those teachers are poor and struggling. They are going to take the free clothes because they are broke and probably need them. They cannot afford to actually shop in Lululemon though, and given a choice even if they could afford to they might choose another brand, like Athleta, Zobha, Hyde, Teeki, Liquido, Be Present, or Hard Tail.

And it’s not just the teachers in the studios that are being influenced. I was surprised at how Lululemon seemed to be running the Philadelphia Wanderlust Festival earlier this year and you guessed it, they offered every teacher on the bill that day a free Lululemon outfit to wear the day of the festival in front of all the attendees. A friend even texted me, “(Lululemon store employee name) from Lulu asked me to teach at Wanderlust,” to which I responded, “Really? The Wanderlust people aren’t making those calls? Is it a Wanderlust event or a Lululemon event?” John and I were not on the advertised roster of teachers, but instead our friend Simon Park, who showed up to headline the event in Be Present pants and a “No Corporate Yoga” tee shirt from what I remember, secretly invited us to “surprise” guest teach the last class of the day with him. I’ve always loved Simon’s renegade spirit.

Did you know that Lululemon also pays for Ambassadors to go on special trips where they all meet up to “Create Awesome”? One “Ambassador No More” gives a well written peek into her experience in a brainstorming session on one of those trips in her recent Huffington Post article. I remember another Ambassador telling me, “Lululemon is flying me to Hawaii!” and me saying, “for what?” and getting the response, “Some festival or something, who cares, it’s Hawaii!” Do people have to pay $98 for a pair of pants in order to cover the expenses from these trips? It almost feels like the “Pay for Play” technique record companies used to employ to get radio stations to play certain bands…before that became illegal.

We closed our letter with the following statement : “Quite simply, what we learned from our time spent as “Ambassadors” is that we don’t wear Lululemon clothing and we don’t represent the Lululemon brand… A clothing store, it’s owner’s antics and politics, and it’s advertising and marketing campaigns have no place in the yoga room. Yoga teachers do. Yoga students do. All that matters when you practice is THAT you practice, not what you wear when you do it.”

John and I know first hand what being criticized publicly feels like and because of that I can tell you with certainty that if you can shoulder it, if you can accept that you made mistakes and not try to blame everyone else, and if you can put your ego aside for a bit, it is really there for your own benefit. If you are willing to let it be a catalyst for change, you will transform into an even higher version of yourself and you will make better choices moving forward. It’s not easy to take, I know, but everyone who puts themselves out there garners a few critics along the way. Criticism is feedback from the universe about what you have done, how that worked out, and how you can do better in the future. I think a lot of brands, and a lot of teachers, can do better. “Be the Change You Wish to See in the World” is not just a slick slogan to print on a bag, Gandhi knew what he was talking about!

Overall, we don’t care what you wear, we are just Yoga teachers striving to make better choices for ourselves, our daughter, and for all the people of all shapes and sizes that get on the mat to heal, not to be made to feel like it’s another place where they just don’t “fit” in.

  • http://www.greenphillyblog.com/ Julie

    Interesting post – thanks for sharing. I had assumed from the title that the majority of the reasoning is due to the CEO’s comments and ignorance. Good for Diana & John, and glad I hadn’t gone to the ‘lulu’ dark side. ;-)

  • Lisa forman

    I agree wholeheartedly with Diana… I teach yoga and was told a lulu representative was comin

  • Amanda

    Hmm this from a woman who is currently promoting a cosmetics company (through which she gets paid commission, think Avon) through her yoga studios and facebook page….

    • LJ

      I think you totally missed the point, Amanda. Are you talking about Pangea Organics? I didn’t see any posts about it on their website & only 3 in the past 2 months on their FB page. And why shouldn’t she promote an organic, earth conscious, sustainable company that’s actually doing good at reasonable prices that she BELIEVES IN?!

  • Laura – www.thecenterhya.com

    Thank you! This is a great article. I do have a pair of lulu pants and a couple of shirts but have chosen not to wear them lately. This is all we have about clothing on our studio’s website: ~ “Dress comfortably with no binding clothing and bring a small towel.”
    Our instructors are pretty down to earth – non-judgemental and supportive. We sell some clothing, including be present pants (which I like because they’re not tight fitting) and see a lot of variety of clothing brands as well as various shapes, sizes and ages which is great!

    • http://www.greenphillyblog.com/ Julie

      Def! Any recommendations for (reasonably priced) alternatives? :-)

      • cuvtixo

        from the article: Athleta, Zobha, Hyde, Teeki, Liquido, Be Present, or Hard Tail.

  • Lauren

    Well, I for one still like the clothes so if those of you aren’t using them anymore and they’re a size 6, send them my way – laurn021@aol.com

  • JHL27

    I like the pants and have several pair.

    However, I will no longer buy anything from Lululemon as I hate what Chip Wilson has said over the years. Frankly he’s an arrogant, racist, sexist, misogynist prick and the only way to communicate with him is to not buy his store’s merchandise. It won’t make much of a dent in his $3B net worth, but to ignore him is to encourage him.

    On the other hand if you don’t care, party on! Stop by Chick Fil-A on your way home! Specials galore!

  • VelocityVille

    I still don’t see how a company’s effort to reach it’s target audience using what sounds like a pretty typical product sponsorship arrangement is such a terrible arrangement for the right person. Sounds like Lulu partnered with the promoters of Wanderlust and activated the sponsorship by offering Wanderlust attendees free Yoga lessons which Lulu achieved by leveraging their regional network of Ambassadors. Lulu’s marketing effort ultimately helps elevate Yoga awareness overall so the entire industry is a beneficiary. The lesson here is to fully understand any endorsement arrangement before agreeing to participate in the program.

  • pretty_much_everybody

    criticism is feedback from the universe? ever since my last interaction with diana, i thought criticism was a reason to fire you and threaten you with legal action. i’ve never met chip, but i can’t imagine he is much more awful than diana is.

  • Sharon

    As a former Lulu employee, who thoroughly enjoyed my time with the company, I was interested to read this. I particularly liked the insight offered about goal coaching from an employee half their friend’s age. That was funny. After reading through this “confessional” I realize this letter has little to do with Lululemon. A Lululemon Ambassador-ship just happened to be the thing that this well-intentioned couple latched on to without thinking about whether it had integrity for them personally and professionally. Their inability to say “no” to a relationship that at least one of them felt was wrong right has nothing to do with Lululemon. I did find the letter somewhat encouraging as a SoCal yoga outsider. I’ve often wondered where yoga instructors get off (sorry) on preaching and teaching such divine and sacred traditions of yoga and then go out and live lives totally disconnected from the traditions they teach. It’s a totally disingenuous way of living, and it’s why I’ve stayed away from the YogaWorks and other yoga studios around SoCal. To be a lay practitioner is one thing, but to teach yoga is to answer to a much higher, sacred calling. I’m glad to read that Diana and John can’t stomach their own posturing and are doing something about themselves. I only hope that the other Ambassadors, and yoga instructors, indirectly mentioned in this confessional would do the same.

  • ABanks

    Dhyana from the Dhyana Yoga ‘brand’ who is this woman to lecture about Lulu Lemon. They are a match made in heaven! Do we really need 5 Dhyana Yoga studios in Philly? Shes multiplying like a cancer and putting studios out of business. I know some awful things about this woman from a friend who worked for her! If her story ever went public people would do the same thing to her. Shes a hypocrite.

  • meowmeowkittysnacks

    for me, this was kind of like reading an article on the dangers of homosexuality written by one of those closeted preachers.

    • cuvtixo

      I get the gist of your comparison, but it is somewhat offensive. Tolerance and acceptance of homosexuals is a serious subject. There is a long history of violence and hatred behind the issue. While your definition of corporate sell-out may differ from the author, there is no doubt she is addressing something that actually causes harm. Any hypocrisy by the author in no way compares to the vile hatred that is spewed from church pulpits.

  • Robin

    Aparigraha. Yoga teachers and studio owners should try to live up to the Sutras they teach and supposedly try to live by.

  • Akilandeshvari

    As I yoga teacher I do not support Lululemon, but it seems a little too convenient that John and Diana (or Dhyana, as she previously re-christened herself) chose to disassociate themselves from the brand only AFTER the recent controversy surrounding it and only AFTER their studios have become widely successful and they no longer need the free publicity. It would have seemed far more noble and sincere a gesture to have taken this stand when they actually had something to lose by doing so. Now they will simply gain more publicity by joining the growing anti-Lulu movement. Diana also plugged two other clothing brands while denouncing Lulu…what is her relationship with them? It’s also “kind of gross” to have professional photos of yourselves taken on the regular, wearing scant clothing and showing off your bodies, put them all over your web site and Facebook and marketing materials, and call it yoga. Where’s the modesty in that? They are the “cool kids” of yoga – all about image.

    • cuvtixo

      It’s not right to attack the author like that, even if you are being accurate. It is fairly obvious that one can acceptably represent products one believes in. But your response is just an angry attack, and from it I think it is now only fair to question what your own motives are and why you are so upset. Lululemon Ambassador?

  • Yoga With Jake.com

    As a Lululemon Ambassador, I felt the need to respond to this. Please feel free to read my response here: http://yogawithjake.com/askjake/

    • LL

      Jake,
      Your response was trite and unintelligible. It had zero magnitude as a piece of written work in “response to” this. There was no “response”; just your grandstanding about how “cool and awesome” it is to get free clothes and promotion. Besides, why should we listen to a man and his opinion about a patriarchal, sexist company?

      Yawn.

      • LL

        Pardon me, Jake. I thought you were Jesse, the guy who responded to the article on BWP. I’m going to move this comment over to that page instead.

  • Ted

    This seems overwrought and needlessly strident, to say the least. Why be so passionate — and public — about disassociating her company with a brand that both her students and instructors swear by and that she and her husband wear? Yes, “thanks, but I’ll never wear these” may have been her first impression, but John wears Lulu shorts, and while I admit I’ve only attended one of Diana’s classes, she was in fact wearing Lulu pants at that class. If you don’t like Lulu anymore, don’t wear it or associate with it. But what’s the the point in trashing a brand that has helped popularize the very thing (yoga) to which you owe your success?

  • Brad

    This was probably the most uninformative article I’ve ever read. OMG they made you do something in return for free clothes? You don’t say? You agreed to be an ambassador for a company you don’t like? I mean…..think logically lady. WHO CARES about this nonsense?

  • nomorebranding

    I often wondered how LULU selects it’s Ambassadors…Never have I seen anyone of color be the brand ambassador…if there are any-they certainly are far from sight. Not a fan of LU LU, they are not about Yoga and building community…It’s about the hard dollar bill… Since when does a person have to wear super expensive and trendy? clopthes to do yoga anyway????? Lu Lu and all its Ambassodors send the wrong message…I am glad to see people are starting to wake up and say NO