LOL, you are not far off. I can't remember where, but a while ago I saw an interview with some guy who did pretty much that: he opened a studio but instead of calling it yoga he came up with some 'cool' name like 'RX+fitness' or whatever (you get the idea) and marketed to 'tough guys'. He even said in the interview it was mostly yoga with some cardio, but that the whole ambiance was designed to make males feel secure doing it. He was making a killing.

While I also believe what you’d at to be true, I fail to see how this is any different than Tim Ferriss or many other people like him.

If Tim says X works, how many Silicon Valley types suddenly start doing it?

In fact, given that former Navy SEAL Jocko Wilnick is all the rage in the business world and Tim Ferriss is also followed by the same crowd, the crossover between those two groups is probably larger than you think.