Gaiam
Encyclopedia
Gaiam is a "lifestyle company
" that sells products catered toward healthy and sustainable living
.
Gaiam is probably best known for fitness
media, such as its award-winning yoga
routine videos taught by well-known instructors such as Rodney Yee
.
in 1988 by Jirka Rysavy, a few years after he founded Corporate Express
to market recycled paper products. At that time, Rysavy was involved in three separate LOHAS companies, all within one block of each other in Boulder, Colorado
. His vision was to serve the "conscious consumer", a group subsequently named the "Cultural Creatives
" by sociologist Paul Ray
in 1996. Ray's research distinguished a group of educated consumers who make purchasing decisions based on their values. Paul Ray now serves on Gaiam's board of directors.
Originally a catalog business, Gaiam now has products in stores worldwide (Target
, Borders Books, Whole Foods Market
), and is growing a strong e-commerce sales channel as well. Gaiam catalogs include:
In 2006, Gaiam launched the Gaiam Community http://community.gaiam.com forum.
In 2000 Gaiam acquired Real Goods, a California-based company specializing in the production and distribution of solar power
systems, other renewable energy equipment, and off-grid/sustainable living products. Gaiam supports environmentalism
as a part of its "conscious consumer" vision.
In 2005, Gaiam acquired the media assets of GoodTimes Entertainment
Inc which included brands such as GT Xpress, The Firm and Billy Blanks
. Gaiam has been known to attempt to market cheap knock-off products, such as a Vídeo Brinquedo
DVD entitled The Frog Prince (2009), an imitation of Walt Disney Pictures
' The Princess and the Frog (2009), under the name of the former GoodTimes brand, even when this company has no association with the production or the product itself.
Gaiam launched Real Goods
in 2008 and now www.realgoods.com expands the Gaiam product line from things like yoga mats and green cleaning products to large "off grid living" items like solar power invertors and tankless water heaters.
In 2007, Gaiam acquired both Lime.com
and Zaadz.com for a greater community presence. Zaadz then was renamed Gaia.com, but it was deemed unprofitable and eventually it was shut down in 2010.
, mother Earth, was honored on the Isle of Crete
in ancient Greece 5,000 years ago by the Minoan civilization
. This civilization valued education, art, science, recreation, and the environment and believed that the Earth was directly connected to its existence and daily life. The concept of Gaia stems from the ancient philosophy that the Earth is a living entity.
Lifestyle brand
A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...
" that sells products catered toward healthy and sustainable living
Sustainable living
Sustainable living is a lifestyle that attempts to reduce an individual's or society's use of the Earth's natural resources and his/her own resources. Practitioners of sustainable living often attempt to reduce their carbon footprint by altering methods of transportation, energy consumption and diet...
.
Gaiam is probably best known for fitness
Physical fitness
Physical fitness comprises two related concepts: general fitness , and specific fitness...
media, such as its award-winning yoga
Yoga
Yoga is a physical, mental, and spiritual discipline, originating in ancient India. The goal of yoga, or of the person practicing yoga, is the attainment of a state of perfect spiritual insight and tranquility while meditating on Supersoul...
routine videos taught by well-known instructors such as Rodney Yee
Rodney Yee
Rodney Yee is an American New Age yoga instructor who rose to national prominence in the early 1990s when he began starring in a series of Gaiam/Living Arts yoga instructional videos and DVDs...
.
History of Gaiam
Gaiam was founded in Boulder, ColoradoColorado
Colorado is a U.S. state that encompasses much of the Rocky Mountains as well as the northeastern portion of the Colorado Plateau and the western edge of the Great Plains...
in 1988 by Jirka Rysavy, a few years after he founded Corporate Express
Corporate Express
Corporate Express N.V. is a Dutch company that supplies office products to businesses and institutions. The firm was known as Buhrmann prior to April 20, 2007, when it changed its trading name to that of its best known brand, taken from the United States-based corporation it acquired in 1999. The...
to market recycled paper products. At that time, Rysavy was involved in three separate LOHAS companies, all within one block of each other in Boulder, Colorado
Boulder, Colorado
Boulder is the county seat and most populous city of Boulder County and the 11th most populous city in the U.S. state of Colorado. Boulder is located at the base of the foothills of the Rocky Mountains at an elevation of...
. His vision was to serve the "conscious consumer", a group subsequently named the "Cultural Creatives
Cultural Creatives
Cultural Creatives is a term coined by sociologist Paul H. Ray and psychologist Sherry Ruth Anderson to describe a large segment in Western society that has recently developed beyond the standard paradigm of Modernists or Progressives versus Traditionalists or Conservatives...
" by sociologist Paul Ray
Paul Ray
Paul Ray is a member of the Utah House of Representatives in the U.S.. He represents the 13th district which covers North West Davis County. Paul has served since 2001...
in 1996. Ray's research distinguished a group of educated consumers who make purchasing decisions based on their values. Paul Ray now serves on Gaiam's board of directors.
Originally a catalog business, Gaiam now has products in stores worldwide (Target
Target Corporation
Target Corporation, doing business as Target, is an American retailing company headquartered in Minneapolis, Minnesota. It is the second-largest discount retailer in the United States, behind Walmart. The company is ranked at number 33 on the Fortune 500 and is a component of the Standard & Poor's...
, Borders Books, Whole Foods Market
Whole Foods Market
Whole Foods Market is a foods supermarket chain based in Austin, Texas which emphasizes "natural and organic products." The company has been ranked among the most socially responsible businesses and placed third on the U.S...
), and is growing a strong e-commerce sales channel as well. Gaiam catalogs include:
- Harmony (environmentally friendly home and lifestyle products)
- Living Arts (fitness, wellness and personal development)
- Real Goods (solar living products)
- Explorations (consciousness and spirituality related media).
In 2006, Gaiam launched the Gaiam Community http://community.gaiam.com forum.
Acquisitions and expansions
Gaiam is actively expanding into overseas territories. In 2003, it bought a 50.1% share in its UK distributor Leisure Systems International (LSI). LSI subsequently changed its name to Gaiam Ltd. In May 2008 however the UK directors of Gaiam Ltd bought back their share of the business and changed the company name again to HAB International Ltd.In 2000 Gaiam acquired Real Goods, a California-based company specializing in the production and distribution of solar power
Solar power
Solar energy, radiant light and heat from the sun, has been harnessed by humans since ancient times using a range of ever-evolving technologies. Solar radiation, along with secondary solar-powered resources such as wind and wave power, hydroelectricity and biomass, account for most of the available...
systems, other renewable energy equipment, and off-grid/sustainable living products. Gaiam supports environmentalism
Environmentalism
Environmentalism is a broad philosophy, ideology and social movement regarding concerns for environmental conservation and improvement of the health of the environment, particularly as the measure for this health seeks to incorporate the concerns of non-human elements...
as a part of its "conscious consumer" vision.
In 2005, Gaiam acquired the media assets of GoodTimes Entertainment
GoodTimes Entertainment
GoodTimes Entertainment, Ltd. was a home video company that originated in 1984 under the name of GoodTimes Home Video. Though it produced its own titles, the company was well-known due to its distribution of media from third parties and classics...
Inc which included brands such as GT Xpress, The Firm and Billy Blanks
Billy Blanks
Billy Wayne Blanks is an American fitness guru, martial artist, actor, and the inventor of the Tae Bo exercise program.-Career:Blanks began his study of the martial arts at the age of eleven and practices Karate and Taekwondo...
. Gaiam has been known to attempt to market cheap knock-off products, such as a Vídeo Brinquedo
Vídeo Brinquedo
Vídeo Brinquedo is a Brazilian company that produces direct-to-video animated Z movies. The company has been accused of distributing films with concepts blatantly plagiarized from films by Pixar, Disney, DreamWorks and other major studios in other countries.-History:In 1994, Vídeo Brinquedo was...
DVD entitled The Frog Prince (2009), an imitation of Walt Disney Pictures
Walt Disney Pictures
Walt Disney Pictures is an American film studio owned by The Walt Disney Company. Walt Disney Pictures and Television, a subsidiary of the Walt Disney Studios and the main production company for live-action feature films within the Walt Disney Motion Pictures Group, based at the Walt Disney...
' The Princess and the Frog (2009), under the name of the former GoodTimes brand, even when this company has no association with the production or the product itself.
Gaiam launched Real Goods
Real Goods
Real Goods Solar Inc. is a publicly-traded residential solar power installer, having established its roots as a purveyor of sustainable lifestyle products through its retail division. Real Goods has installed more solar systems than any other U.S...
in 2008 and now www.realgoods.com expands the Gaiam product line from things like yoga mats and green cleaning products to large "off grid living" items like solar power invertors and tankless water heaters.
In 2007, Gaiam acquired both Lime.com
Lime (TV)
Lime TV, formerly known as WISDOM Television, is now defunct as a traditional television network and has instead focused and expanded into new digital media...
and Zaadz.com for a greater community presence. Zaadz then was renamed Gaia.com, but it was deemed unprofitable and eventually it was shut down in 2010.
The name
Gaiam , is a fusion of the words "Gaia" and "I am". GaiaGaia (mythology)
Gaia was the primordial Earth-goddess in ancient Greek religion. Gaia was the great mother of all: the heavenly gods and Titans were descended from her union with Uranus , the sea-gods from her union with Pontus , the Giants from her mating with Tartarus and mortal creatures were sprung or born...
, mother Earth, was honored on the Isle of Crete
Crete
Crete is the largest and most populous of the Greek islands, the fifth largest island in the Mediterranean Sea, and one of the thirteen administrative regions of Greece. It forms a significant part of the economy and cultural heritage of Greece while retaining its own local cultural traits...
in ancient Greece 5,000 years ago by the Minoan civilization
Minoan civilization
The Minoan civilization was a Bronze Age civilization that arose on the island of Crete and flourished from approximately the 27th century BC to the 15th century BC. It was rediscovered at the beginning of the 20th century through the work of the British archaeologist Arthur Evans...
. This civilization valued education, art, science, recreation, and the environment and believed that the Earth was directly connected to its existence and daily life. The concept of Gaia stems from the ancient philosophy that the Earth is a living entity.