Anamaya: Sustainable Yoga Retreat in a Crowded Market

Name: Anamaya: Sustainable Yoga Retreat in a Crowded Market (English version)
SKU: W45606

Tara Ceranic, Edwin Love

Product #:W45606

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:2025

Details:Case (PDF) • 13 pages • 2025-09-03

Subjects:

Marketing strategy Brand management Wellness Sales and marketing Entrepreneurship Marketing

Industries:

Food and beverage sector

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$10.54

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Founded in 2009 in Montezuma, Costa Rica, the Anamaya Resort (Anamaya) had built a loyal following based on its commitment to sustainability, community, and transformative experiences through yoga and wellness. However, despite its strong brand identity and reputation, by 2025, founders and co-owners Geoff McCabe, Joseph Mikrut, and Kelsy Matheson faced growing competition from newer, tech-savvy entrants to the crowded Costa Rican yoga retreat market. Rising operational costs, declining online search visibility, and the commodification of ecotourism challenged Anamaya’s ability to maintain its market position.

To sustain and grow the business, Anamaya’s owners were considering various strategic paths including doubling down on their yoga and wellness niche, expanding into adjacent segments such as personal development and biohacking, or targeting new segments such as digital nomads and corporate retreats. Each growth option presented trade-offs between preserving the brand’s unique sense of community and connection versus increasing occupancy and profitability. The case asks students to evaluate how a values-driven business like Anamaya can remain competitive by aligning mission with market opportunities while navigating resource constraints and industry shifts.

Learning Objectives

This case can be used in marketing strategy, brand management, and entrepreneurship courses at undergraduate and postgraduate level. It is also suitable for discussion in modules on corporate social responsibility at undergraduate and postgraduate level.

After working through the case and assignment questions students will be able to:

Identify and evaluate the key factors that influence customer loyalty in niche wellness markets.
Formulate strategies for repositioning a wellness brand to appeal to new customer segments while preserving the loyalty of its core audience.
Critically assess the risks associated with expanding into new customer segments and propose actionable strategies to mitigate those risks while maintaining brand integrity.
Explore the challenges and opportunities stemming from industry-level disruptions like online travel agencies. Discuss the importance of adaptability to changing conditions.