Men who might previously have opted for a tennis racket or running shoes now have the choice of taking a new form of yoga called Broga.
Yoga, which was first relaxing, moved on from being dynamic to then becoming naked and most recently it has been called damaging.
Hailed on the website as a yoga class "where it's okay if you can't touch your toes", Broga is designed for the "bro" who wants to keep his heart rate pounding and his ego in tact while standing in tree pose.
"Broga is founded on the belief that millions of men could live happier, healthier, more fulfilling, injury-free, self-aware, and (maybe even) longer lives if they incorporated yoga into their current health and wellness regimes," the Daily Mail quoted Adam O'Neill, co-founder and president of Broga as saying.
But aware that when it comes to yoga, many men find issue not only with flexibility but with the incense and chanting, "Broga has been created for the male body and male psyche."
The hybrid practice aims to present familiar strengthening poses to its male clients using language and in an environment that is more identifiable to traditionally athletic men.
O'Neill's partner and head instructor, Robert Sidoti, points out that just because they play Radiohead and The Black Keys in classes, however, does not mean that Broga is "a dumbed down version of yoga."
"We have a tremendous amount of respect for the history, tradition, and spiritual foundation of yoga, but yoga (particularly the Asana practice) is evolving as it always has," Adams said.
"Yes, the physical practice of Yoga (the Asana practice) is just a small part of the larger Yoga, but it's the part that most people can readily identify with and begin to partake in," he said.
Matt Carpenter, a teacher from The Omega Institute in Upstate New York, concurred that a male-centric yoga class is a good way to channel the natural qualities a man might bring to the practice.
"Men often bring a competitiveness, an intensity, and a seriousness to their yoga practice. We try to balance that by helping them grow in the direction of softness [flexibility] and openness," he said.
"A good way to connect is to appeal to the strength aspects of yoga, the focus on discipline, or the quiet mindfulness - that Zen Samurai mindset," Carpenter added.