Trevor Tice, the founder of a rapidly expanding company that has been dubbed “the Starbucks of yoga,” was found dead inside his San Diego home Monday, and police are investigating “suspicious circumstances” surrounding his death.
San Diego police said they received a call around 12:15 p.m. Monday for a welfare check at a home in the city’s Sunset Cliffs neighborhood. When officers arrived, they found 48-year-old Tice dead inside.
Tice, a Telluride native, was found dead around 12:15 p.m. Monday by San Diego police officers, who were called to Tice’s expansive home by a friend who had gone to the house earlier to check on Tice because he wasn’t answering his phone. Police said the friend looked inside and found what they described as troubling circumstances.
“He was quoted years ago as saying he wanted CorePower Yoga to be the Starbucks of yoga. He did that,” said Gerry Wienholt, co-founder and owner of Yoga Pod, a Boulder-based yoga studio that began franchising in 2014. “Within the context of consistency and standardization of classes, every student and customer can expect pretty much the same thing at CorePower. That’s his legacy, for sure.”
Yoga has become wildly popular in the United States – as well as a booming industry. A 2016 survey by Yoga Journal and the Yoga Alliance showed that more than 36 million people in the country practice yoga and that students spend $ 16 billion a year on yoga classes, gear and accessories.
Most CorePower Yoga studios resemble health clubs, and classes are an hour long, rather than 90 minutes long, as at many other yoga studios, the magazine noted.
The CorePower Yoga classes themselves are a blend of three types of yoga – Bikram, Ashtanga and Vinyasa, which Tice acknowledged had attracted criticism from yoga purists. “People are certainly entitled to their opinions,” Tice told Profile. “But we think the more people practice yoga, in whatever form, the better. What matters is that it makes the world a better place.”