# Manduka: Peter Sterios

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-04-24
- Length: 1h 10m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios

## Summary

Peter Sterios, founder of Manduka, explains how he launched a multimillion-dollar yoga mat company after discovering a high-performance German astroturf underlayment used by his mentor, Shandor Rameet. Sterios took a massive financial risk by borrowing $25,000 to import the first batch of mats, storing them in his garage, and then leveraging relationships with celebrity yoga teachers like Baron Baptiste and Eric Schiffman to drive early adoption. He details the operational challenges of scaling production with a German factory, managing cash flow as a small team, and the eventual sale of the company to YogaWorks in 2007.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=0) Introduction: Peter Sterios and Manduka
- [7:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=449) Sterios' Journey to Yoga and Study in India
- [28:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=1714) Discovering the Astroturf Mat and Initial Risk
- [37:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=2239) Branding Manduka and Influencer Marketing Strategy
- [43:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=2630) Product Iteration and Factory Relations in Germany
- [49:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=2978) Cash Flow Challenges and Early Operations
- [54:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=3276) Personal Challenges and Decision to Sell
- [59:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios#t=3585) The Acquisition by YogaWorks and Aftermath

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Manduka (product)
- YogaWorks (company)
- Lululemon (company)
- Athleta (company)
- Shandor Rameet (other)
- B.K.S. Iyengar (other)
- Baron Baptiste (other)
- Eric Schiffman (other)
- Patagonia (company)
- Channelstone Partners (company)

## Related episodes from other shows

- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)
- [Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-11-05-hippy-feet-is-the-coolest-company-you-havent-heard-about-until-now-michael-mader) (People of Packaging)
- [Bootstrapped to 800,000 Units Sold Worldwide: The Story Behind Rockit](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-04-17-bootstrapped-to-800-000-units-sold-worldwide-the-story-behind-rockit) (It's Only a Prototype)
- [134: Kevin Kelly Remains Undefeated](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-06-24-134-kevin-kelly-remains-undefeated) (Thoroughly Considered)
- [Afterschool Podcast, Episode 19 - Craighton Berman, Founder of Manual (04/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2014-04-16-afterschool-podcast-episode-19-craighton-berman-founder-of-manual-04-16) (Core77 Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-24-manduka-peter-sterios. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.