Breathwork has millions of practitioners. Wim Hof has a massive following. Holotropic Breathwork facilitators fill workshops globally. Instagram is saturated with breathwork coaches offering transformational experiences. Meanwhile, classical pranayama remains obscure. Most yoga studios allocate five minutes to breathing exercises at the end of class. People who can name twenty asanas can’t name three pranayama techniques. This isn’t accidental. Breathwork is popular because it’s designed for popularity. Pranayama isn’t popular because it’s designed for practice.