Anamaya: Sustainable Yoga Retreat in a Crowded Market
商品編號：W45606
出版日期：2025/09/03
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Marketing strategy;brand management;sustainability;tourism;yoga;resource constraints;wellness
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：
產業：Accommodation & Food Services
事件年度：2025
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.
教學手冊：Anamaya: Sustainable Yoga Retreat in a Crowded Market - Teaching Note
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