These days you can sight a yogi almost everywhere – with the streets dotted with mat-carrying, bright tight-wearing practitioners. In a bid to attract the $1 billion yoga market and more than two million Australian participants of the zen activity, this week saw Bauer Media launch its new health and fitness magazine – Happi Yoga.
With a focus on yoga, health, fitness, mindfulness, fashion, beauty, travel, and nutrition, the magazine will initially be a one-off with a national distribution. Happi Yoga will include a guide to picking your yoga style, simple exercises to do at home, as well as inspiring stories and profiles on local and global yogis.
Leading the launch is Sebastian Kadas, who is head of business development at Bauer. Kadas is responsible for driving the creation of multi-platform products across Bauer’s Australian and New Zealand markets.
Discussing the magazine launch, he reveals: “Initially our focus is on health, wellbeing and nutrition targeting the lucrative millennial group, and we already have other exciting products in the pipeline for later this year. Millennials are increasingly conscious about their health and keen to discover more about how to integrate elements of alternative lifestyles into their everyday lives.
“The media ecosystem is changing at such [a] rapid pace, therefore we must keep evolving in tune with innovation and disruption. There are a number of opportunities that we can capitalise on as we develop our portfolio and bring new products to market that will resonate with audiences.”
