From a Career in Journalism to a Yoga Studio: Ulrica Wihlborg’s Journey

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From a Career in Journalism to a Yoga Studio: Ulrica Wihlborg’s Journey


After a successful career in journalism, Ulrica Wihlborg and her family made a significant life change by relocating from Los Angeles to a coastal town in Sweden.
This transition prompted Wihlborg to establish Pure Yoga, the town’s only yoga studio, which has become a source of fulfillment for both herself and the community.

The Inspiration Behind Pure Yoga

Yoga has been an integral part of Wihlborg’s life for many years.
When asked about the catalyst for opening Pure Yoga, she explained that after moving to Sweden, she was approached by a parent at her children’s school who inquired about her teaching yoga.
This request inspired her to teach vinyasa flow classes at a local studio, and eventually, when that studio closed, she decided to open her own.

“In a way, yoga helped me find my own tribe in this new place, and it’s been a great source of happiness,” Wihlborg said.

Creating a Welcoming Studio Environment

Wihlborg’s vision for Pure Yoga was to create a space that was accessible to everyone, regardless of their age, body type, or fitness level.
She wanted to establish a studio that felt like home, offering a peaceful and harmonious atmosphere.

The studio is located in a historic 1920s building with large storefront windows and original details.
Wihlborg renovated the space with new flooring and updated lighting, maintaining the charm of the building’s architecture.

The Studio’s Design

The interior of Pure Yoga is characterized by a minimalist and serene aesthetic.
The walls throughout the studio are painted white with white trim, creating a clean and uncluttered space.
The yoga room features whitewashed floors and gold lanterns, providing a warm and inviting atmosphere.

The studio’s lounge area offers a cozy and comfortable space for clients to relax before and after class.
It features a handmade wooden couch, an antique Swedish coffee table, and a bookshelf painted in a soft gray hue.

Studio Amenities

  • Large storefront windows
  • Whitewashed floors and walls
  • Gold lanterns and wall art
  • Lounge area with couch and coffee table
  • Bookshelf with inspirational quotes

The Impact of Pure Yoga

Wihlborg expresses immense gratitude for having the opportunity to share her love of yoga with others through Pure Yoga.
She believes that the studio has played a significant role in fostering a sense of community in the town.

“Being able to share this space that I love with so many others makes me so grateful,” Wihlborg said.
“Opening this studio is one of the best things I’ve done.”


Ulrica Wihlborg’s journey from journalism to yoga entrepreneurship demonstrates the power of embracing change and finding fulfillment in unexpected places.
Through her dedication and passion, Pure Yoga has become a thriving hub for yoga enthusiasts in her community, providing a space for physical and emotional well-being.

Author: Amanda Bennett

Credit and rights: OMG I Yoga


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