1 Untapped markets “When I created Booty Luv six years ago,” says Heather Craig, “there weren’t a lot of booty options.”
2 The root chakra Craig invokes it.
3 Body-positivity “I advocate for women to have a positive relationship with their booty. ‘Shape what your mama gave you’ is the motto.”
4 Dance-music culture “I’ve been a raver for a long time,” Craig says, “and I teach Booty Luv at electronic-dance-music festivals up and down the West Coast.”
5 Feminist beats “We have custom mixes of dark, dirty beats without misogynistic lyrics. I like to drop my ass low, but not because some dude tells me to.”
6 All the workouts Booty Luv contains elements of yoga, Pilates, barre, kickboxing, and ...