Why I Started Kin: A Senior Teacher's Rebellion Against Bad Design
Frustrated by a wellness industry that seemed to prioritize perfection over people and profit over planet, Laura founded Kin in 2020 and it went down a storm. Her mission was clear: create products that respected and supported the practitioner, whoever they were.
Yoga deserves better.
Laura & Scrappy, Kin Yoga Mats founders
The Underground Years
I spent my early teaching career in raw warehouse spaces, community centres, and anywhere we could roll out mats. No Instagram-perfect studios. No matching outfits. Just real people doing real work—building strength, finding peace, transforming their lives one breath at a time.
That's where I learned what actually matters: performance under pressure. When you're holding warrior three in a sweltering room, dripping with sweat, your mat either supports you or it doesn't. When you're flowing through arm balances, your foundation is either solid or it fails you.
There's no middle ground in your Yoga practice.
The Awakening
The breaking point came during a teacher training intensive. Day after day, watching advanced practitioners, people who'd dedicated their lives to this practice, getting let down by their gear. Mats bunching up during transitions. Hands slipping in crucial moments. Students losing focus because they couldn't trust their foundation.
I realized the yoga industry had gotten distracted by lifestyle branding and forgotten about the actual craft. We were selling dreams instead of building tools.
That night, I decided to build what didn't exist: a mat that performed like the practice deserved.
I Got Lost
I disappeared into research mode. Materials science. Manufacturing processes. Polymer chemistry. I wasn't interested in making another pretty mat, I wanted to engineer something revolutionary.
The breakthrough came through studying grip technology in other industries. Race car tires. Athletic shoes. Surgical instruments. Industries that took grip seriously.
That's when I discovered advanced PU and microfibre formulations that actually get grippier when wet. Not slippery. Not just stable. Actually more grippy as you sweat harder. I discovered a better way to add cushioning - to put some micro air bubbles through the base, I discovered there were just better ways to do it.
The Philosophy
From day one, Kin Yoga Mats had three non-negotiables:
1. Performance First
Every decision gets filtered through one question: Does this make the practice better? If it doesn't enhance performance, it's gone.
2. Timeless, Not Trendy
Great design transcends seasons. Think classic Vans, not fashion week. These mats should look as relevant in ten years as they do today.
3. Respect Your Intelligence
No spiritual platitudes. No lifestyle nonsense. Just honest communication about what we built and why it matters.
The Testing
Before we launched anything, I put prototypes through hell. Hot yoga studios in summer. Outdoor sessions on concrete. Power vinyasa classes that left everyone soaked. I gave early versions to the most demanding teachers I knew - the ones who'd tell me exactly what sucked.
Version after version, I refined the formula. Grip that activated with moisture. Surface texture that felt natural, not manufactured. Edges that stayed clean after months of abuse. Substantial, trustworthy rubber bases.
I didn't stop until I'd built something I'd be proud to practice on every day.
No grand promises. No spiritual awakening guarantees. Just this: "We built a mat that works better. Try it."
SHOP NOWThe Response
Turns out, people were hungry for something real. Teachers who'd been compromising for years finally found gear that matched their commitment. Students discovered what it felt like to practice without fighting their equipment.
But the best feedback came from an unexpected source: beginners. They told us these mats made them feel like real yogis from day one. Not because of some mystical marketing, but because the gear actually worked.
That's when I knew we'd succeeded.
What's Next
Kin isn't about selling mats, it's about elevating practice. We're building gear for every Yoga practitioner, and for the Yoga that transforms us through honest work, curiosity, and exploration. Not Instagram poses.
Yoga mats and accessories are just the beginning. This is about building kinship among those who believe wellness should be functional, inclusive, joyful, and real. It's about creating space for authenticity and realness in an industry often lacking it.
For Yoga that deserves tools as serious as the practice itself.
Kin Yoga Mats: Built by practitioners, for practitioners. No bullshit, just better practice.
