After 15 years in high-profile roles at eBay (EBAY), Yahoo (YHOO) and Move.com, Lorna Borenstein thought she'd retired from tech. She headed off for a Hawaiian vacation, where she hoped to unwind with a little yoga.

But while trolling YouTube, Vimeo and other video sites for hours, she couldn't find the kind of high-quality yoga instruction she wanted. And she reckoned other hobbyists must share her frustration.

So Borenstein, 45, got to work building Grokker, where high-definition videos now teach users dozens of yoga techniques -- as well as how to cook and get in better shape. The site launched in November and, unlike most other video-learning services, includes no user-generated content: It's all shot by professional videographers.

Though the content is free for now, users have to sign up to access most of it. Borenstein says a future "premium" membership and e-commerce opportunities are in the works. She recently sat with this newspaper to discuss the project; here's an edited transcript.

Q So did you fail at retirement, or what?

A Hmm, I guess I did (laughs). Although in my defense, I came up with the idea for Grokker while on vacation in Maui, so maybe I deserve partial credit?

Q Video instruction is a very hot space; it's also very crowded. What sets your approach apart from other sites?

A It comes down to three things: experts, community and premium, long-form video at disruptively low cost.

Grokker isn't merely a video app or site, it's an expert network. We don't aggregate videos, we create content -- breathtaking, on-demand HD content. We handpick our experts from all over the world, and they convey insights that transform how you cook, train or practice yoga.

Another key difference is our global community of passionate hobbyists. Enthusiasts can ask the experts questions, share their "I Did This" accomplishments and discover new videos loved by other members who share their interests. We like to call this "discovery through community."

Originally posted here:
Streaming yoga with Grokker CEO Lorna Borenstein