Stretchy fitness fun is coming to backyard battlefields everywhere.
A new line of little green Army men proves that even the most hardened troops can benefit from the focus and physicality of yoga.
The toys are the brainchild of San Francisco designer Dan Abramson.
“I thought maybe it could get more men and young boys into yoga, and maybe a generation of children might look at the practice differently,” Abramson, 30, tells Military Times. “I also thought it could help military folks get over their own hang-ups about yoga, as it is having enormous benefits in treating PTSD.”
The Yoga Joes are actually opening up a second front in Abramson’s one-man war to make yoga more appealing to men.
“About two years ago, when carrying my girlfriend’s pink yoga mat to yoga class, I joked that I should design funny yoga products to make men feel more manly about doing yoga,” Abramson says.
So he started making yoga mats that when rolled up and slung over your shoulder look like everything from a giant burrito or a big log to a quiver of arrows or a ninja sword. Dubbed “Brogamats,” his line is now sold online at Urban Outfitters.
Inspired by the success of his mats, he wanted to continue his mission to rebrand yoga for men.
Meeting with friend and Bay Area comedian Paul Simmons over coffee, “we tried to brainstorm funny ways to make yoga more manly. And then it hit us like a ton of bricks — Army men doing yoga! Yoga Joes were born in a San Francisco coffee shop.”
After spending a year figuring out how to sculpt, mold and manufacture his squad of bending, stretching and head-standing soldiers, Abramson launched a Kickstarter campaign in September to gauge interest and fund his initial run.
Hoping for at least $40,000, he raised $108,065 and has started production, with 2,879 backers. The Kickstarter ended Oct. 10, but new orders can be placed on his website, Brogamats.com. A set of nine costs $25, but active-duty and retired service members get half off.
Limited edition hot pink versions are $50.
“I’ve been getting messages and pledges from yoga instructors that teach vets in Australia, Israel, Europe, Canada and Okinawa,” says Abramson, “as well as just general yoga aficionados that happen to be in the military all over the globe. It appears the discipline and physical intensity of being a soldier coincides well with the practice of yoga.”
Indeed, since launching his Kickstarter campaign, more than 250 backers have taken advantage of Abramson’s military discount.
“As an US Army veteran who retired after 22 years of service and a fitness buff, I got to have a set of these!” comments Frank Zepp on the Yoga Joes Kickstarter page.
“Brilliant!” adds Jessica Trombley-Owens. “I am an Air Force veteran married to an Army major and I teach yoga. Our son will be born in March and I can’t wait to use these to help teach him yoga!”
Abramson says he had no idea yoga was so popular in the military.
“I originally made this toy as a means to inspire more young boys, men, and military folks to consider yoga. But I was blown away by the response from the military,” he says. “I never expected there to be such an enormous yoga military community.”■
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