Key Stats
Danny Harris and Marco DeGeorge own Alo Yoga through equal 50% stakes in the company. The childhood friends founded the premium athleisure brand in Los Angeles in 2007 and continue to serve as co-CEOs while maintaining complete ownership.
The brand has experienced remarkable growth while remaining privately held, similar to how major companies started before going public. Sales jumped from $200 million in 2020 to over $1 billion in 2022. Their parent company, Color Image Apparel, which also owns the wholesale brand Bella+Canvas, generated nearly $2 billion in revenue during that same period. The company reached a valuation of approximately $10 billion in October 2023 when the founders hired investment bank Moelis to explore potential investment opportunities.
Alo has expanded far beyond traditional activewear into a comprehensive wellness ecosystem. The brand launched its skincare line, Alo Glow System, in December 2020 and entered the supplements market in 2024. The digital fitness platform Alo Moves offers thousands of on-demand classes for yoga, Pilates, and meditation. The company’s retail footprint has grown to more than 130 “Sanctuary” locations worldwide, many featuring yoga studios and organic cafes.
Who Owns Alo?
Alo Yoga is owned entirely by its two co-founders, Danny Harris and Marco DeGeorge, who each hold a 50% stake in the business. The duo established the company in 2007 and have never sold equity to outside investors despite reaching a multi-billion dollar valuation.
This ownership structure represents an anomaly in the startup world. Most companies that reach billion-dollar valuations eventually dilute founder equity through investment rounds or go public. Harris and DeGeorge chose a different path, maintaining complete control while scaling their Los Angeles-based brand into a global wellness empire.
Danny Harris: CEO and Co-Founder
Danny Harris serves as the chief executive officer and public face of Alo Yoga. He turned to yoga as a treatment for anxiety and found it transformative enough to build a business around spreading its benefits. His leadership philosophy emphasizes authenticity and purpose, values drawn directly from his personal yoga practice.
Harris maintains a deliberately low profile despite leading a billion-dollar brand. He gives few interviews and rarely appears in brand marketing materials, preferring to let products and celebrity endorsements create organic visibility. His strategic approach to building brand value without personal publicity has proven remarkably effective.
Marco DeGeorge: President and Co-Founder
Marco DeGeorge works alongside Harris as co-founder and president, sharing equal ownership and decision-making authority. He discovered yoga while recovering from a back injury and recognized its healing potential. DeGeorge plays a vital role in brand direction, product design, and overall strategic planning.
The partnership between Harris and DeGeorge dates back to their childhood in Los Gatos, a San Francisco suburb. Their entrepreneurial journey began during their senior year of high school when they started making T-shirts for a local business. This early collaboration laid the groundwork for their current empire.
Largest Shareholders of Alo
Alo Yoga operates under a straightforward shareholder structure with only two owners. Danny Harris and Marco DeGeorge each control 50% of the company through their ownership of Color Image Apparel, Inc., the parent company that houses both Alo Yoga and Bella+Canvas.
Equal Partnership Structure
The 50-50 split between Harris and DeGeorge reflects their equal contribution to building the brand. Both founders serve as co-CEOs, making major strategic decisions together. This balanced ownership structure has remained unchanged since the company’s founding in 2007.
Their equal partnership extends beyond ownership percentages. Harris typically handles external representation and strategic vision, while DeGeorge focuses on product development and operational execution. The division of responsibilities allows each founder to leverage their strengths while maintaining unified control.
No External Investors
Unlike most successful startups, Alo Yoga has never accepted outside investment. The founders bootstrapped the company using profits from their previous ventures, including Color Image Apparel and Bella+Canvas. This self-funded approach gave them complete autonomy over business decisions.
In October 2023, Harris and DeGeorge hired investment bank Moelis to explore potential investment options at a valuation of around $10 billion. The exploratory process included discussions with private equity firms and sovereign wealth funds. However, no deals materialized, and the founders continue to maintain 100% ownership as of 2025.
Parent Company Structure
Color Image Apparel serves as the parent company for both Alo Yoga and Bella+Canvas. Harris and DeGeorge founded Color Image Apparel in 1992 as a screen printing and wholesale t-shirt business. The company provides manufacturing infrastructure and operational support for both brands.
The parent company structure allows the founders to leverage economies of scale across their portfolio. Bella+Canvas, which produces blank apparel for wholesalers, generated significant revenue that helped fund Alo’s initial growth. This vertical integration gives Alo control over its supply chain and manufacturing quality.
Founder Wealth and Valuation
Forbes estimates both Danny Harris and Marco DeGeorge to be worth approximately $4.7 billion each as of 2025, based on their stakes in Alo Yoga and Color Image Apparel.1 The company’s $10 billion valuation makes them among the wealthiest self-made entrepreneurs in the activewear industry.
Their wealth stems entirely from business profits rather than outside funding or stock market gains. This path mirrors how founders of major retail brands built substantial wealth through organic growth and reinvestment rather than venture capital.
History of Alo Co-founders
Danny Harris and Marco DeGeorge met during their childhood in Los Gatos, California, a suburb near San Francisco. Their friendship formed the foundation for a business partnership that would eventually create one of the world’s most recognizable wellness brands.
Early Entrepreneurial Ventures
The entrepreneurial spark ignited during their senior year of high school when Harris and DeGeorge began making T-shirts for a local business. After graduation in the early 1990s, they launched a screen printing company that would become the foundation for their current empire.
In 1992, the duo founded Color Image Apparel as a wholesale t-shirt printing company. They started with basic screen printing of simple items like t-shirts, hoodies, and casual wear. This early experience in garment manufacturing gave them vital industry knowledge about sourcing, production quality, and supply chain management.
Building Bella+Canvas
Through Color Image Apparel, Harris and DeGeorge developed Bella+Canvas, a brand that manufactures blank t-shirts and other apparel for wholesalers. Bella+Canvas became a significant success in the wholesale market, providing high-quality basics to companies that add their own designs and branding.
The success of Bella+Canvas generated substantial revenue and manufacturing expertise. This foundation proved crucial when the founders decided to launch a premium consumer brand, giving them manufacturing capabilities and industry connections that many startup founders lack.
Personal Connection to Yoga
Both founders discovered yoga through personal health challenges. Harris turned to yoga to manage anxiety issues and found both physical and mental benefits. DeGeorge started practicing yoga while recovering from a back injury and experienced its healing power firsthand.
These personal experiences shaped their vision for Alo Yoga. Rather than viewing it purely as a business opportunity, they saw yoga apparel as a way to share the transformative benefits they had experienced. This authentic connection to the practice became central to the brand’s identity and mission.
Launching Alo Yoga
In 2007, Harris and DeGeorge founded Alo Yoga with the goal of creating premium yoga apparel that transitions seamlessly from studio to street. The name “Alo” stands for Air, Land, and Ocean, reflecting their commitment to environmental consciousness and holistic wellness.
They leveraged their manufacturing expertise from Bella+Canvas to create high-quality technical fabrics and construction. The founders’ understanding of production quality and supply chain management gave Alo a competitive advantage in creating premium products. Their strategy focused on celebrity seeding and organic word-of-mouth rather than traditional advertising.
Who is on the Board of Directors for Alo?
Alo Yoga operates as a privately held company with a streamlined leadership structure. As a private corporation wholly owned by its founders, the company does not have a traditional board of directors like publicly traded companies. Instead, decision-making authority rests with the co-founders and a team of senior executives who oversee various business functions.
Co-Founder Leadership
Danny Harris and Marco DeGeorge serve as co-CEOs and maintain ultimate decision-making authority for all strategic matters. Harris focuses on overall strategic vision, external partnerships, and brand positioning, while DeGeorge concentrates on product development, operations, and internal systems.
Their dual leadership model allows for balanced decision-making without the need for external board oversight. Both founders participate in major strategic decisions, from retail expansion to product line launches to potential investment discussions. This structure keeps decision-making agile and aligned with the founders’ original vision.
Executive Leadership in Finance
Scott Miller joined Alo Yoga as Executive Vice President of Finance in April 2025. He oversees all aspects of financial strategy, corporate governance, and global finance operations. Miller brings over 20 years of retail finance experience, including senior roles at Victoria’s Secret and L Brands.
Miller’s responsibilities include building high-performance finance teams, overseeing technology automation initiatives, and ensuring strong governance as the company scales globally. His background in retail financial strategy positions him to support Alo’s continued expansion while maintaining financial discipline.
Technology and Digital Leadership
Mahesh K. Murthy serves as Vice President of Engineering, Digital, a position he has held since June 2023. He leads the company’s digital transformation efforts and technology innovation initiatives. Murthy oversees enterprise architecture, eCommerce platforms, and digital experience enhancements.
With over two decades of technology leadership experience at companies including TransUnion, Benefit Cosmetics, and Walmart.com, Murthy brings deep expertise in digital commerce and omnichannel retail. His role has become increasingly critical as online sales and the Alo Moves platform drive a significant portion of company revenue.
Commercial Operations Leadership
Karen Peters was appointed Chief Commercial Officer in October 2024. She leads Alo Yoga’s retail, direct-to-consumer, and wholesale business channels. Peters’ role encompasses strategy and execution across all revenue-generating functions, from physical store expansion to online commerce to potential wholesale partnerships.
Her appointment reflects the company’s focus on coordinating commercial operations as it scales globally. Managing diverse retail channels requires experienced leadership to ensure consistent brand experience and operational efficiency.
Additional Executive Leadership
Becca Arneson holds the position of Executive Vice President, contributing to strategic planning and operational execution. Andrew Holland serves as General Counsel and Chief Legal Officer, overseeing all legal matters, contracts, intellectual property, and compliance issues.
Maximilian Mauser leads human resources as Head of Human Resources, managing talent acquisition, employee development, and organizational culture as the company grows. The executive team also includes various vice presidents and directors responsible for specific functions like supply chain, marketing, creative direction, and international expansion.
Advisory Relationships
While Alo does not have a formal board of directors, the company works with external advisors on specific initiatives. The founders engaged investment bank Moelis in October 2023 to explore potential investment opportunities and strategic options. Such advisory relationships provide specialized expertise without diluting ownership or control.
The company also works with law firms, accounting firms, and strategic consultants on matters ranging from international expansion to trademark protection to sustainability initiatives. These relationships allow the founders to access expert guidance while maintaining operational independence.
History of Alo Co-founders
The story of Alo Yoga’s founders began long before the brand’s 2007 launch. Danny Harris and Marco DeGeorge built their partnership on decades of shared history, complementary skills, and a genuine belief in yoga’s transformative power.
Childhood Friendship and Early Business
Harris and DeGeorge grew up together in Los Gatos, a San Francisco Bay Area suburb known for its proximity to Silicon Valley. Their friendship evolved into a business partnership during their high school years when they recognized their complementary strengths and shared entrepreneurial drive.
During their senior year of high school in the early 1990s, they started making T-shirts for a local business. This initial venture taught them basic principles of production, quality control, and customer service. After graduation, they decided to formalize their partnership by launching their own company.
Color Image Apparel Foundation
In 1992, Harris and DeGeorge founded Color Image Apparel as a screen printing and wholesale clothing manufacturer. The company specialized in producing blank apparel that other businesses could customize with their own designs and branding.
Over the following 15 years, Color Image Apparel grew into a successful wholesale operation. The founders built strong relationships with retailers and distributors, developed expertise in manufacturing processes, and established a reputation for quality and reliability. This foundation would prove essential when they decided to launch a premium consumer brand.
Discovering Yoga’s Benefits
Both founders came to yoga through personal challenges rather than athletic interest. Harris struggled with anxiety and found that regular yoga practice helped manage his symptoms more effectively than other approaches. The mental clarity and stress reduction he experienced convinced him of yoga’s therapeutic value.
DeGeorge’s path to yoga came through physical necessity. After suffering a back injury, he tried yoga as part of his rehabilitation process. The practice not only helped his recovery but also introduced him to mindfulness and body awareness that extended beyond physical healing.
Creating Alo Yoga
By the mid-2000s, Harris and DeGeorge recognized an opportunity in the yoga apparel market. Lululemon had demonstrated strong demand for premium yoga wear, but the market had room for brands with different positioning and aesthetic approaches. The founders saw a chance to create studio-quality apparel with a fashion-forward sensibility.
They named the brand “Alo,” an acronym for Air, Land, and Ocean, reflecting their commitment to environmental awareness and holistic wellness. The name connected the physical practice of yoga with broader ecological consciousness, establishing a brand identity that resonated with their target audience.
FAQs
Who currently owns Alo Yoga?
Danny Harris and Marco DeGeorge own Alo Yoga equally with 50% stakes each. The co-founders established the company in 2007 and have maintained complete ownership without outside investors.
Is Alo Yoga a publicly traded company?
No, Alo Yoga remains a private company. Despite reaching a $10 billion valuation, Harris and DeGeorge have not pursued an initial public offering and continue to explore private investment options.
What is the net worth of Alo Yoga founders?
Forbes estimates Danny Harris and Marco DeGeorge each have a net worth of approximately $4.7 billion as of 2025, based on their stakes in Alo Yoga and parent company Color Image Apparel.
What is Alo Yoga’s parent company?
Color Image Apparel serves as Alo Yoga’s parent company. Founded in 1992 by Harris and DeGeorge, Color Image also owns Bella+Canvas, a wholesale blank apparel manufacturer that generated over $1 billion in 2022.
How much is Alo Yoga worth?
Alo Yoga reached a valuation of approximately $10 billion in October 2023. The company generated over $1 billion in revenue in 2022, representing fivefold growth from $200 million in 2020.2