The Gripping Story Behind JadeYoga Mats

The story of how JadeYoga went from rug company to yoga mat company is pretty genius.
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The story of how JadeYoga went from rug company to yoga mat company is pretty genius.
JadeYoga President Dean Jerrehian, far right, with the Live Be Yoga Tour team.

Above: JadeYoga President Dean Jerrehian, far right, with the Live Be Yoga Tour team.

The JadeYoga mat factory in Conshohocken, Penn., is rather unassuming, but what’s happening there is truly remarkable.

My fellow Live Be Yoga Tour ambassador Tarah Stuht and I were fortunate enough to visit the JadeYoga mat factory this week (JadeYoga is a partner in the Live Be Yoga tour). Jade is a family business and has been for over 100 years, but they haven’t always been in the business of creating yoga mats. The company began in 1904 as an oriental rug company, and the story of how they went from rug company to yoga mat company is pretty genius.

In 1974, Jade transitioned from a rug company into a company that created rubber pads to keep rugs from slipping. It wasn’t until 2000 that Dean Jerrehian, the current president of JadeYoga, learned that some of his clients were using the rug pads as yoga mats. They said the rubber mats were the only material that didn’t slip during their yoga practice. Intrigued by this, Jerrehian sent out 500 samples to various yoga studios and came back with an overwhelmingly positive response — over 300 of those studios were interested in buying yoga mats. They were blown away by how well the mat gripped. For the first time ever, a non-slippery, eco-friendly mat was available.

Not only has Jade committed to creating top-quality yoga mats, but they’re also extremely devoted to helping their community and the greater world around them. Jade has pledged to plant a tree for every mat that they sell. They’ve sold over a million so far and this is just the beginning.

JadeYoga also has “color causes,” where specific mat colors are tied to a unique charitable cause. For example, $5 from the sale of each Teal mat goes to ovarian cancer causes; $5 from each Pink mat goes to breast cancer charities; and $5 from each Saffron mat goes to autism causes.

When Jerrehian talks about these causes, you can truly feel his passion. This is more than just a business for him, it’s an opportunity to positively impact the world.

We are so grateful to be partnering with JadeYoga. We’ll be giving away a free JadeYoga mat at every Saturday stop on the Live Be Yoga tour, so be sure to come see us in your city for a chance to win what is in our opinion the best yoga mat on the market.

Want to follow us on the best yoga tour ever? Visit us on Facebook @LIVEBEYOGA, Instagram @LIVEBEYOGA and Twitter @LIVEBEYOGA for the latest stories from the road. Connect with us @YogaJournal and @Gaia + share your photos with #LIVEBEYOGA.