Who Owns Alo? Meet Danny Harris, the Quiet Force Behind Your Favorite Yoga Brand

Danny Harris and Marco DeGeorge own Alo Yoga equally, each with a 50% stake in the brand. Their activewear company started in Los Angeles back in 2007 and has grown into a global powerhouse. The brand's current value stands at approximately $10 billion as of October 2023.

The brand's success story stands out in the retail world. CEO Danny Harris has led the company through remarkable growth, with sales jumping from $200 million in 2020 to over $1 billion in 2022. The owner has managed to keep a low profile even as the brand gained massive popularity among celebrities like Taylor Swift, Bella Hadid, and Hailey Bieber. Danny Harris continues to guide Alo Yoga's expansion with over 130 stores worldwide, while staying true to the company's original ownership structure.

This piece explores how Alo's founders built their empire and what makes this eco-friendly, celebrity-loved brand succeed in the athleisure market. Industry projections show this market could reach $900 billion by 2033.

Who Owns Alo Yoga?

Danny Harris and Marco DeGeorge, the co-founders of Alo Yoga, started their premium athletic apparel company in 2007. The duo still owns the company completely today. Many successful brands end up selling to bigger corporations, but Harris and DeGeorge have kept control while building Alo into a wellness empire. Their company's value stands at roughly $10 billion as of October 2023.

The role of Danny Harris and Marco DeGeorge

Harris and DeGeorge lead Alo Yoga together as co-CEOs, with Harris stepping up more often as the company's public face. Their story began with a shared love for yoga - Harris used it to help with anxiety and DeGeorge discovered it during his back injury recovery. This personal connection to wellness became the foundation of their brand's identity.

The brand name "Alo" captures their vision perfectly - it stands for "air, land and ocean". Their Los Angeles-based company grew from a small yoga apparel maker into a lifestyle powerhouse. They now run over 50 brick-and-mortar locations, called "sanctuaries," that feature yoga studios and cafés.

Alo Yoga's parent company: Color Image Apparel

Most Alo fans might not know that a larger company stands behind the brand. Color Image Apparel, Inc., a 31-year old Los Angeles-based clothing and accessories wholesaler, serves as Alo Yoga's parent company. Harris and DeGeorge own this company too.

Color Image's business portfolio has another winning brand - Bella+Canvas, which makes blank t-shirts and other apparel for wholesalers. The parent company achieved remarkable growth with revenue exceeding $1 billion in 2022. Harris noted that the business doubled in size from 2021 to 2022.

Is Alo Yoga publicly traded?

Alo Yoga remains privately held with no immediate plans for going public, despite its huge valuation and worldwide presence. The ownership structure could change soon though. Harris and DeGeorge brought in investment bank Moelis in October 2023 to look at different options, including selling part of the company.

They're looking at various investment possibilities, from private equity firms to sovereign wealth funds. The founding duo still runs their activewear empire completely. People speculate about a possible public offering in coming years, but company insiders say they're not ready yet. The owners seem more interested in staying independent while they look at private investment opportunities that match their brand vision.

The Rise of Danny Harris, Alo’s Quiet CEO

Danny Harris, the driving force behind Alo Yoga, started his business trip far from the wellness world. His climb from humble beginnings to becoming a billionaire CEO shows a remarkable business development that ended up shaping one of the most influential activewear brands globally.

From screen printing to global fashion

Danny Harris and Marco DeGeorge started Alo Yoga in 2007. Their foundation came from Color Image Apparel, a wholesale t-shirt printing company they launched in 1992. The duo started with screen printing simple items—t-shirts, hoodies, and casual wear through their Bella+Canvas brand.

Harris's early experience in garment manufacturing gave him vital industry knowledge that later powered Alo's success. The company's move toward premium activewear let Harris use his manufacturing expertise to create high-quality yoga apparel that attracted celebrity fans.

How yoga shaped his leadership style

Yoga became more than just a business chance for Harris—it became his personal practice. He turned to yoga to help with anxiety issues and found both physical and mental benefits. This personal connection changed his approach to leadership. Harris saw Alo as more than just an apparel company—he saw it as a wellness movement.

His leadership philosophy builds on authenticity and purpose, values that come straight from his yoga practice. He added meditation spaces in Alo offices and encourages his team to embrace wellness principles at work.

Why he stays out of the spotlight

The CEO of this billion-dollar brand keeps a noticeably low profile. Harris gives few interviews and rarely shows up in public-facing brand materials. This considered choice shows his belief that the brand should speak for itself. In fact, Harris lets Alo's products, stores, and celebrity fans create organic buzz instead of putting himself in the spotlight.

This approach matches his personal values—he cares more about making a difference than getting recognition. Since starting the company, Harris has focused on growing the business rather than personal fame. This lets Alo's owner make strategic decisions without public pressure.

How Alo Yoga Became a $10 Billion Brand

Alo Yoga has grown from a small activewear company into a $10 billion wellness empire under Danny Harris and Marco DeGeorge's leadership. Their success story shows how quality products, celebrity influence, and smart expansion can help a modest yoga brand become a global leader.

Revenue growth from 2020 to 2025

Alo Yoga's financial success tells an impressive story. The company's revenue jumped from $200 million in 2020 to more than $1 billion by 2022. This means they grew five times larger in just two years. Their parent company, Color Image Apparel, kept this momentum going.

Forbes estimates they made nearly $2 billion in revenue, doubling in the last two years and growing ten times since 2020. These numbers reflect Alo founder Danny Harris's vision and customers' growing love for the brand.

Celebrity endorsements and organic buzz

Celebrity connections helped Alo gain massive attention. Stars like Taylor Swift, Kendall Jenner, Gigi Hadid, and NFL quarterback Joe Burrow have been seen wearing their products, from $68 biker shorts to $1,400 custom suits. The brand pays influencers $1,600 on average for sponsored social media posts.

Many celebrities choose to wear Alo naturally because they love the products. A marketing professor said it best: "It gives off that vibe of effortlessly cool".

Retail expansion and global reach

Alo's retail growth has been impressive. They started 2023 with just 10 stores but committed to opening a new location every week. Now they have more than 130 stores worldwide, with 31 outside the U.S..

Their European launch included flagship stores in London and Paris, and they plan to add more London locations on Brompton Road and Covent Garden. Each "Sanctuary" store creates an immersive experience with yoga studios and organic cafés.

Digital fitness and wellness platforms

Digital initiatives are a great way to get more growth. The Alo Moves fitness platform has more than 3,000 classes that include yoga, Pilates, HIIT workouts, and mindfulness sessions. Online sales and subscriptions make up about 90% of yearly revenue. The brand welcomes new technology through their virtual wellness studio on Roblox called "Sanctuary," which has drawn 55 million visitors. They also offer VR shopping for Meta Quest headsets.

Alo Yoga’s Values: Sustainability, Wellness, and Community

Danny Harris and Marco DeGeorge's vision for Alo Yoga goes beyond creating stylish activewear. Their brand includes an all-encompassing approach to well-being. These core values touch every part of their business.

What 'Alo' stands for

"Alo" stands for Air, Land, and Ocean - a name that shows the founders' dedication to the environment. This wasn't just a branding decision. Harris and DeGeorge believe that wellness practices like yoga should help both people and the planet. The founders managed to keep this connection between personal practice and the planet's health strong. They built these principles into every business decision from picking materials to designing stores.

Eco-conscious production and WRAP certification

Alo puts environmental responsibility at the heart of their manufacturing. They make all their clothes in WRAP (Worldwide Responsible Accredited Production) certified facilities that follow ethical manufacturing standards. The company uses eco-friendly materials and green packaging where possible.

They work hard to reduce waste throughout their supply chain. These choices reflect Harris's personal connection to environmental care. The owner of Alo often talks about how protecting natural resources matches yoga's basic principles of mindfulness and respect.

Alo Sanctuaries and community events

Alo's retail spots are more than just stores - they're "Sanctuaries" that serve as community hubs where people practice yoga together. Each location has studios with free classes and organic cafés that serve plant-based foods. On top of that, these spaces host regular events from meditation workshops to talks about sustainability. These are real examples of the company's community-focused philosophy that the Alo CEO champions.

The Alo Stackable Wellness System

Alo created their "Stackable Wellness System" - a combined approach that brings together clothing, practice, nutrition, and mindfulness. This system reflects Harris's belief that wellness needs an all-encompassing approach. It connects their clothing line with their digital platform Alo Moves, store experiences, and other products. This creates an ecosystem where each part helps the others promote detailed well-being.

Conclusion

The story of Alo Yoga shows how visionary leadership can change a niche concept into a global phenomenon. Danny Harris and Marco DeGeorge, who each own 50% of this $10 billion empire, have built something remarkable. They stayed true to their values while turning a small Los Angeles yoga apparel company into an international wellness brand through authentic vision and strategic business sense.

Alo's remarkable growth from $200 million in 2020 to over $1 billion in 2022 proves Harris's quiet but effective leadership style works. Harris differs from typical CEOs of billion-dollar companies. He lets the brand speak for itself and uses products and celebrity endorsements to create organic buzz rather than seeking personal fame. This strategy has worked well as the company grows its retail presence while keeping its sustainability promises.

Alo stands out because its founders wove their personal wellness philosophies into every business aspect. Their name—Air, Land, Ocean—shows their environmental commitments. Their "Stackable Wellness System" reflects an all-encompassing approach to customer experience. The WRAP-certified manufacturing processes match the mindfulness principles that drew Harris to yoga originally.

The athleisure market grows more competitive, yet Alo has created its unique identity through community-centered retail "Sanctuaries," digital platforms, and celebrity appeal. The foundation Harris and DeGeorge built remains solid, whether they keep their private ownership or explore new investment options.

Alo Yoga means more than stylish activewear—it represents a lifestyle movement that appeals to consumers seeking both performance and purpose. The global athleisure market heads toward a projected $900 billion valuation by 2033. Alo remains at the vanguard of this movement, guided by the same quiet vision that sparked its creation.

FAQs

Q1. Who are the founders of Alo Yoga?

Alo Yoga was founded by Danny Harris and Marco DeGeorge in 2007. They each own 50% of the company and serve as co-CEOs.

Q2. What does the name 'Alo' stand for?

'Alo' is an acronym that stands for Air, Land, and Ocean, reflecting the company's commitment to environmental sustainability and holistic wellness.

Q3. How has Alo Yoga's revenue grown in recent years?

Alo Yoga's revenue has seen explosive growth, increasing from $200 million in 2020 to over $1 billion in 2022, representing a fivefold increase in just two years.

Q4. What is unique about Alo Yoga's retail stores?

Alo Yoga's retail locations, called "Sanctuaries," are more than just stores. They feature yoga studios offering complimentary classes, organic cafés, and host community events, creating immersive brand experiences.

Q5. How does Alo Yoga approach sustainability?

Alo Yoga prioritizes sustainability by producing garments in WRAP-certified facilities, using eco-friendly materials, and implementing sustainable packaging. They also emphasize the connection between personal wellness and environmental health in their business practices.