Case Study - Trap Yoga Bae — The Couture Agency

CASE STUDY

Trap Yoga Bae

The Brand

Trap Yoga Bae was created by Brittany Floyd-Mayo to bring self-care, movement, and culture into the same room.

Launched in 2017, the brand introduced a Vinyasa-style yoga experience set to the heavy bass and hypnotic rhythms of trap music. What made Trap Yoga Bae different was not just the sound. It was the energy, accessibility, and unapologetic joy Brittany brought to wellness spaces that had not always felt welcoming, inclusive, or culturally connected.

The Opportunity

As the wellness industry became increasingly saturated, Trap Yoga Bae needed to be introduced as more than a yoga class with music.

The goal was to position Brittany as the founder of a movement: one rooted in inclusivity, cultural relevance, and the belief that self-care should feel accessible, joyful, and true to the people experiencing it.

The Strategy

The Couture Agency developed a strategic media approach designed to support Trap Yoga Bae’s nationwide tour and expand Brittany’s visibility across markets.

Our work included targeted press outreach, localized media pitching, influencer invitations, press release development, radio and television opportunities, and positioning that highlighted Brittany’s personality, mission, and cultural point of view.

Cultural Relevance

There were plenty of yoga experiences in the market, but Trap Yoga Bae stood apart by making wellness feel familiar, joyful, and culturally connected.

We centered the brand’s mission around inclusivity, creating space for people to see themselves in self-care experiences that often felt exclusive or disconnected from their lives.

Press Momentum

Through consistent pitching, press materials, and targeted media outreach, Trap Yoga Bae quickly gained recognition among editors and producers.

Within the first week of our retainer, the brand secured a feature in a publication with more than five million unique monthly visitors. From there, the press momentum continued with features in top outlets ranging from Forbes to Refinery29.

Broadcast Visibility

As the nationwide tour expanded, we supported Brittany with radio and television opportunities in key markets.

These interviews helped audiences experience her personality, energy, and expertise beyond the class itself, strengthening her public presence and opening the door for larger media opportunities, including HBO.

Community + Brand Loyalty

Trap Yoga Bae built a community that showed up in real life, not just online.

Her global tour became known for sold-out experiences, with some classes drawing more than 500 attendees. The loyalty around the brand proved that this was not a trend. It was a movement people wanted to be part of.

The Impact

The Couture Agency helped position Trap Yoga Bae as a category-defining wellness brand at the intersection of movement, music, culture, and self-care.

Through press, broadcast visibility, influencer engagement, and tour support, the brand expanded its reach nationally while staying rooted in the energy that made people fall in love with it in the first place.