A culture of social media and narcissism, as well as a lack of regulation, is a challenge for the practice of yoga in Australia.
This is the view of yoga teacher and PhD student with The Australian National University (ANU) Gina Woodhill, who is studying the practice of yoga in Canberra.
Ahead of International Yoga Day on Sunday she is calling for more regulation of the yoga industry, currently worth around $10 billion a year world-wide, and for better training of yoga teachers.
"There are people who go and do their 200 hours of teacher training and become very arrogant," Ms Woodhill said.
"A lot of people get caught up in ego and showing-off on social media. To be a yoga teacher requires more humility than anything else.
"For people who take up yoga because it's cool, social media can be very negative. Contorting your body into a pretzel on Instagram doesn't mean you are doing yoga, that's just your body type."
Ms Woodhill said while yoga was a rapidly expanding industry, there was still a lot of confusion about what the practice really is.
"For a market that has so much financial value, there's a lot of confusion about what is being bought and sold," Ms Woodhill said.
"What are we actually buying and selling as yoga? What does doing yoga mean and what do people actually know about yoga?"
As the industry expands, Ms Woodhill believes it needs more structure.
"We need a governing body where the requirements to become a yoga teacher are increased, so that the qualification has the depth of a three-year degree," she said.
"If you're not incredibly committed to learning the science around yoga the potential for injury is huge."
As part of her study Ms Woodhill is calling on Canberra based yoga participants or teachers to take a survey which aims to build an understanding of the local yoga industry. The survey is available here.