The Honest Startup: Jake Wood

About this Episode:

Joe and Jake talk about choices in entrepreneurship, staying honest with yourself in the process of figuring it all out, and where yoga fits into it all.

Here’s a link to the product of Icewater Yoga’s partnership with Jake’s company, ‘So We Flow…’ a series of 8, free yoga classes taught while our teacher wore their gear:

About Jake:

Jake is the Founder of’So We Flow…’ (, a company focused on men’s yoga and movement clothing.

Here’s a bit more about Jake, in his own words…

I originally discovered yoga when living in Morocco and co-owning a small internet-based branding and design agency. It came in the form of a skill exchange – daily yoga tuition for a new identity. I remember lying in Savasana at the end of my first practice realising I’d found something I wanted to pursue for a lifetime. I’d always been aware of yoga and superficially liked the idea – I just didn’t know how to approach it. For me, movement had been very much about exercise. And although at the time I’d have considered myself broad-minded and up-for-it, little did I know how yoga would take me to psychological and physical places surpassing anything I’d previously experienced.

Fast forward several years and yoga is a cornerstone of my life. Nothing else has offered me such profound mental, spiritual and physical growth and support. And that’s why I started so we flow… as a way to inspire more men to get involved – move and open their eyes to what can be unravelled and achieved through a dedicated practice – be it yoga or something else.

It’s still early days but I’m humbled by how the brand and products are evolving and flourishing in a busy world. Whatever happens we’ll stay true to our roots – creating understated, versatile and functional clothing that never compromises on quality and always considers the bigger picture, the people it helps turn on to yoga and those that make it all possible.

About Icewater Yoga:

Icewater Yoga is an online yoga platform offering hundreds of classes designed specifically for athletes.

Learn more about us:


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About the Author:

Joe is the Founder of Icewater Yoga. Fascinated by the intersection of yoga and sport, his goal is to help athletes develop a consistent yoga practice. He lives in Claremont, CA with his wife, Jill.