Top Ten Things To Consider When Starting A Yoga Studio

[barry]

I have been running a studio in the north of england uk for nearly two years now. I run classes in hatha and yin on most days varying the times to suit peoples schedules. I have managed to establish just two classes from 5 that are regularly well attended but others fluctuate from season to season. Workshops can work well but I mostly tend to recruit from my classe attendees they won't spend money to attend many of these.
I'm set to expand but not sure how to. I promote at fairs several times a year and in some local body spirit pulications but it's slow.
Could it be that I am the only teacher at the studio? I have tried to get others interested but those who are struggle to get enough for a class to meet the room rental and make it worth their while.
Despite this there seems to be a scarcity of yoga classes in the area - some modern gyms are offering free yoga to members but I feel there are plenty of people who don't belong to gyms.

[Chandra]

One of the things which has been difficult for me in developing this yoga forum is the marketing aspect of yoga as it meets western society. Numerous posts (not only this one) provide valuable information, but have an underlying theme which promotes a business as well. Numerous posters link to marketing sites or have an "ulterior" motive in their post which directs us to a link where we can buy something. what more is there to say?

[Coach Al]

Barry,
You ask a very good question: "How do I get more people to know that we're here and what yoga can do for them?" Getting the word out (otherwise called "Marketing") is often the stumbling block for studios. Here are some tips:

1. Referals will usually yield the greatest rewards. Give current students special discount coupons that they can pass on to a friend (10% off first class or class card is a good one).

2. Avoid print advertising that costs anything - almost every studio owner that tries it finds it didn't even pay for the ad.

3. Try a special "Open Yoga Day" on a weekend - offer free classes all day, and discounts on class cards. Promote it by having a local newspaper interview you (or even write an article for them). Call up a local radio station and ask them to interview you (You'll probably need to call 10 stations to get one interview, but they can be very worthwhile).

4. Team up with a local fitness studio that either doesn't offer yoga, or only offers limited classes. Arrange with them that you'll give their clients 10% off classes (or give the fitness center a 10% commision on all students they send your way). Have them put coupons/flyers out for people. Have their class teachers promote your studio.

I hope some of these help. Marketing really pushes some people over their comfort line, so be aware of this and just let it happen.


Namaste,
Al

[Coach Al]

Chandra,
I really appreciate your concern that I not only share business advice in this forum, but also that I am a professional yoga business coach. I provide business coaching services where I work one-on-one with yoga studio owners to help them make their studios more successful. My goal is to help studio owners find success and enjoy what they do. Just as a studio owner shares his or her art with students and is paid for it, such is the case with the services I provide. If a studio owner doesn't earn a living, then they can't stay in business very long and will no longer provide yoga to the community - everyone loses out. It's a delicate balance. I hope that I provide readers with good, useful information regardless of whether they ever contact me for anything more. I believe if you are successful, then we all win.

A distinction that works for me when reading posts that promote a business is I ask "Is there worthwhile information in here, or is it just an ad?" If it's just an ad, I get turned off. But if it provides something of real value, then I honor the writer for being willing to share his or her wisdom.

Anyway, this is just my opinion. Perhaps it helps.

Namaste,
Al

[InnerAthlete]

Wow so many things to respond to in this thread I don't know where to begin.

First, attrition is part of the natural selection of capitalism. Some must fail. And as yogis we are not to deprive someone of their experience. It's very arrogant to assume that each person must have the experience of our choosing or the experience of a successful business. This is yogic precept not an excuse to sit on your hindquarters and do nothing.

At the end of the day the rent in the studio is still due. The bills have to be paid. Fiscal integrity is every bit a part of yoga. It is the pursuit of balance. Balance of your checkbook. Balance of your time. Balance of your asana. Balance of your ledger. Of course business is NOT "as usual" but rather with a yogic sense - a sense of authenticity and integrity. If the energy of the studio, the owner, the director, the teachers is not in order the students WILL feel it. And all the marketing in the free world will not keep them.

You need only page through The E-Myth Revisted to get that being a great yoga teacher is not a requirement for keeping the studio doors open. You best understand managing people, budgets, prioritized spending, risk management, marketing.. and you better love them because it's going to be your work. You'll likely be teaching less and administering more. I personally like the balance. Others just want to teach 15 classes a week. More power to them but not a good CV for studio ownership.

I really love the other elements. It lights me up. I can spend joyous time working on a schedule card, a flyer, a class schedule, a feedback tool, meeting with students, teachers, writing press releases. I know my way around computer software and I've spent time in toher industries. But I've got an educational background that supports me there. And while I don't like firing someone you better damn site have the backbone of a parent with a toddler because as sure as the sunrise you'll get an infantile employee who needs to have boundaries set for them. Count on it.

Most of the pitfalls of owning a yoga studio can be traced to poor planning. Even precision planning will still come with it's speed bumps. But in our industry we've created a soft market. There's no planing at all.

It's lovely that Al has posted ten considerations. And his willingness to expound shows he's creating mutually beneficial relationships. The SBA shares similar information for start up businesses.

As a former coach of 18 years I can tell you this, if you can't cultivate your weakness into strength, you better hire someone who can.