How Stretching Became Big Business
It’s not just for athletes and the elderly anymore. Stretching is having a moment — especially among millennials.
“We’re gonna start with a criss-cross position and stretch the hips out,” coaxes Emeline Lotherington from my laptop as I contort my body to mirror hers. I sink into the pigeon pose as she sighs with happiness. “This pose [has] been rocking my world!” she says.
Dance instructor Lotherington’s how-to YouTube video, “Do the SPLITS,” has over 271,215 views and counting, and the comments section is illuminating. Viewers’ reasons for attempting the flexibility milestone range from wanting to improve their dance skills to “just for bragging purposes.” The video comes with instructions to watch the video and practice the moves daily in order to achieve the center and side splits over time.
In Western Australia, 26-year-old Nadine Hoey rarely goes a day without stretching. She sets herself monthly challenges, posting updates on Instagram for accountability. She started small with goals like 30 days to touch her toes, then 30 days of pigeon pose, before leveling up to #30daystosplits. She favors a pastel aesthetic in her posts; the Nashville filter, pink and gray sweats, with her hair loose to her waist. But there’s a serious reason for her stretching.
