Bikram Yoga’s New Twists

Bikram Choudhury’s sweaty techniques are a hit with yoga studios. Now he wants his cut, writes Forbes.

Yoga is big business, racking up $5.7 billion in sales last year, and Choudhury has built a cultlike following.

Recent training costs: $10,500 per session, including $3,000 for room and board in Palm Desert, Calif. At two sessions a year, each of which draw about 325 trainees, that’s $4.9 million in annual revenue. To that add 15 speaking engagements, generating about $20,000 each in ticket sales, plus another few bucks from books and dvds. “I’m a yogi, not a businessman,” Choudhury demurs.

Now he wants another revenue stream: franchising fees paid by studios that use his name.

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