Alo Yoga has spent years selling more than leggings — it sold a lifestyle. Wellness, community, inclusivity. That’s the story plastered across its ads, studios, and social media feeds.
But one of its biggest names now says the image is a façade.
Briohny Smyth, a powerhouse yoga instructor with millions of fans, was one of Alo’s top digital draws. Her classes dominated Alo Moves, she toured in its gear, and she embodied the brand’s story of mindful movement.
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Until she turned 40.
According to a new lawsuit filed in Los Angeles, Smyth says the brand slashed her pay, gutted her bonuses, and ultimately dumped her — not because she lost her audience or her edge, but because she no longer looked young enough to fit the curated “Alo aesthetic.”
For a company that built its empire on influencer hype and a curated image, the allegations are nothing short of brutal.
Image source: Bedder/Getty Images for IMG Fashion
Inside the Alo Yoga discrimination lawsuit
The 58-page complaint reads like a script that starts in triumph and ends in betrayal.
Smyth signed on in 2017 when Alo acquired her platform CodyApp, instantly becoming one of the most visible names on Alo Moves. Her videos hit millions of views, making her one of the site’s most bankable stars.
The filing says she earned between $70,000 and $100,000 annually, plus bonuses, until the company started cutting back once she hit 40. By 2023, her pay fell to $70,000, her bonuses cut in half.
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Then, in early 2025, Smyth says an executive called to say Alo was “focusing on different things.” Her attorneys argue that was corporate code for: You’re too old.
The suit accuses Alo of violating California labor law, wrongful termination, unfair competition, and using an arbitration clause that made fighting back prohibitively expensive.
Attorneys call out Alo Yoga over alleged discrimination
Smyth’s attorneys wasted no words.
“Briohny Smyth is an icon in the yoga community. It’s ironic that a woman who has devoted her life to championing a healthy lifestyle is fired from a company just because she turned 40,” said Keith Wesley, managing partner at Ellis George LLP.
“Alo’s age discrimination against a loyal and long-standing brand ambassador like Bri is shameful, its employees deserve better, its customers and clients expect better, and we look forward to calling out Alo’s hypocrisy in court for everyone to see.”
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The blunt statement strikes directly at Alo’s soft spot: its image.
The company has grown into a multibillion-dollar juggernaut, thanks to influencers, celebrity placements, and a carefully polished aura of wellness.
But if customers buy into inclusivity and instead find exclusivity, the backlash could be swift…and punishing.
What the lawsuit means for Alo Yoga’s business
Alo has transformed from a yoga upstart into a cultural status symbol.
Its leggings are spotted on Hollywood stars, its flagship stores are glossy temples to wellness, and it has staked a claim as one of Lululemon’s fiercest rivals.
That’s what makes this lawsuit dangerous. It doesn’t just challenge a firing — it challenges the credibility of the entire brand.
Smyth wasn’t just another instructor. She was part of the foundation that built Alo Moves into a powerhouse.
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If Alo really did push Smyth out over image, the fallout could cost more than legal fees. For a business fueled by lifestyle branding, trust is the currency. And once consumers smell hypocrisy, no glossy campaign can win them back.
Key Takeaways:
- Briohny Smyth, a top Alo instructor, says she was forced out at age 40 for not fitting the “Alo aesthetic.”
- Her lawsuit claims age discrimination, wrongful termination, unfair competition, and unlawful arbitration practices.
- The case targets Alo’s credibility, pitting its inclusivity branding against allegations of exclusion.
- For a multibillion-dollar athleisure giant, reputational damage could be far more costly than the trial itself.
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