Yoga Master? When Marketing trumps tradition.

Via Waylon Lewis
on Aug 15, 2011
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Nissan’s Innovation for Endurance ad just came up on the righthand side of my facebook profile. Do you “like” it? Not particularly. But kinda. Not sure. Definitely not sure about the term…

“Yoga Master.”

Yoga master?

Is this a case of…

1. “Gag me” or

2. “NBD, we all know it’s just hyperbole?” or

3. “This is good, when Capitalism embraces mindfulness, everyone wins.”

Say in comments, or add your own comment if so inspired.

A few older videos (can’t find much new) about Master the Shift with Yoga Master Tara Stiles, which helps bring yoga to the masses…and sell (green, electric, eco-forward) cars:



About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


9 Responses to “Yoga Master? When Marketing trumps tradition.”

  1. it's better than lawyers guns and money..?…I think….m

  2. ARCreated says:

    on no not more tara stiles stuff…I don't like the term master in general, but the fact is she is a master of something…at least of the asanas and obviously marketing so I say let her have it, I'm happy to be a yoga teacher/guide …fact is when you sit with say a swami that lived in ashram for 30 years all of our western teachers seem a bit below the "master" level…so who cares LOL

  3. elephantjournal says:

    Who cares is we're only a few generations in to yoga coming to the West and the great masters are dying or already have passed on and their immediate students (now great teachers) are retiring in 5 or 10 years and…who'll carry it on? Nissan, in the eyes of the masses, is representing yoga far more than, say, Richard Freeman. ~ Waylon

  4. fivefootwo says:

    Maybe she wasn't consulted for the "yoga master" terminology, and a lot of us start with a non yoga master at someplace like the YMCA and eventually find our way to Richard Freeman Nancy Gilgoff or Tim Miller, you know?

  5. elephantjournal says:

    There's like 200 pages to sign with big deals like this. Every detail is gone over. You have control over what you get into and what you don't. Elephant has passed over two real sell-out offers because they didn't feel right. I know for a fact some of the great teachers have passed over many such deals.

    And as for the second part, I agree, and hope the same. My concern is that I don't see young, new, serious-yet-fun Richard Freemans or Tim Millers etc. If they're out there, well-studied and ready to carry on the training and lineage, lemme know.

  6. fivefootwo says:

    Oh well, there goes the doubt of the benefit, or whichever way that goes. These days even 9 year olds can smell a sell out and it can lead them to wonder if there is a real deal somewhere. C'mon Waylon! there are a bunch of great dudes and great ladies writing for you who are on their way to fulfilling their Dharma…

  7. elcarg says:

    I've got a few names to throw your way. This is a great subject that Elephant should continue exploring.

  8. Andrea says:

    NBD, seriously. Enlighten up! Also, is the average layperson non-yoga-practitioner who is NOT familiar with Tara Stiles going to continue calling her a yoga master and truly believe she is one? As in, "I read this article in Women's Health the other day by Yoga Master Tara Stiles, you know, the one from the Nissan commercials…" Maybe, maybe not. So what?

  9. tanya lee markul says:

    Posting to Elephant Yoga on Facebook and Twitter.

    Tanya Lee Markul, Assoc. Yoga Editor
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