The 2008 study has finally been eclipsed by new data from a study via Yoga Journal. So how many millions of Americans are down with the yog? A whopping 20.4 million! That's 8. 7 percent of American adults, a 29 percent increase from 2008's 15.8 million and a hell of a lot of coconut water. We know because the cash flow heated up like Santa in Bikram class: spending on yoga classes and products, including "equipment, clothing, vacations and media" is estimated at $10.3 billion a year, almost double the previous estimate from the 2008 study at $5.7 billion. We can hear the distant cheers of joy from Tulum and Costa Rica now.