Gaiam is a company that specializes in products that enhance a healthy lifestyle. These include yoga and Pilates products, videos and exercise mats. Additionally, they sell a variety of healthy lifestyle products, such as energy-efficient light bulbs and solar panels. The name represents a fusion of the words "I am" and "Gaia," meaning earth.
History
Gaiam was founded by a Czech citizen named Jirka Rysavy. When he arrived in the United states in 1984, he decided to live in Boulder, Colorado. While working at a Boulder print shop, he saved up enough money to open recycled paper distribution company. In 1988, he opened Gaiam, a direct mail company offering recycled paper products. Then, in 1995, Rysavy acquired Seventh Generation, a mail order company that sold recycled paper products for the home, as well as nontoxic household cleaning products.
Philosophy
The Gaiam corporate philosophy is designed to appeal to a demographic that sociologist Paul Ray calls "Cultural Creatives." Ray, who serves on Gaiam's board of directors is the author of the book titled "The Cultural Creatives: How 50 Million People Are Changing the World." He defined Cultural Creatives as consumers who base their purchasing decisions on values such as concern for the environment, holistic health and well being. In 1996, Ray estimated that this market was worth approximately $200 billion a year. Gaiam uses the term Lifestyles of Health and Sustainability, or LOHAS, to describe this market.
Effects
Gaiam's philosophy of health and environmental sustainability has had a profound influence on other corporations. For example, in 2005, the Hilton Garden Inn began offering Gaiam Stay Fit Kits to their guests. The kits include a medicine ball, hand weights and a resistance band. Guests also have the option of purchasing Gaiam in-room programming, with choices such as yoga, Pilates, core exercise and general fitness. The company also consulted Hilton's management about hypoallergenic products. Gaiam also has a joint venture with the Mayo Clinic, which features a variety of DVDs on health-related products.
Gaiam Subsidiaries
Gaiam has a number of subsidiaries in addition to their product market. For example, Gaia Soulmates is a New Age online matchmaking service. Nathab Travel is an adventure travel company which offers eco-friendly trips to destinations throughout the world. Earth Cinema Circle is a DVD club that focuses on environmental films. Illumination University offers online courses on various mental, spiritual and physical health topics.
Types of Products
Gaiam's home and outdoor products include organic bedding, solar lighting and eco friendly outdoor furniture and cleaning products. Their yoga line offers mats, yoga blocks, yoga straps and videos. The company also has a complete line of health and fitness videos that feature fitness companies such as The Firm, Tae Bo expert Billy Blanks and Pilates expert Jillian Hessel. Gaiam also has a line of pain relief and postural support products, including an ergonomic inversion system.
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