“I care for myself, feel aligned, and still pay the bills.”

I care for myself, feel aligned, and still pay the bills.

Have you been crushing it lately? Or are you spending too much time working on things you hate…  

You need time to practice. Or else you’ll feel drained – taking away from the passion you once had to open your business in the first place. 

Owning a business means you never have enough time. Even when the money is great – it can be a never-ending challenge. As the business owner, you take on all the risks – including the stress that comes with it.

Sometimes it’s hard to find time for yourself. When you’re putting every ounce of effort into running your studio, it can feel like self-care is on the back burner. The lack of practice can leave you feeling off-balance. Use yoga to keep yourself grounded.

Truth → If you’re losing your passion, you need to make a change

Sometimes the money isn’t enough to keep you going. You need a sense of normalcy again. A regular work schedule, more time for your family, and more time for yourself.

You’re not the only one who gets overwhelmed by their yoga business. Many in the Yogapreneur Collective felt this way too. Nathalie came to me exhausted and ready to make a change. 

She spent decades building her knowledge about yoga and running a business. She traveled from L.A to India, immersing herself in the culture. When she built up the courage to open a studio, things went great. Her brand and studio grew – she was successful. As she got older, her feelings changed about her studio. 

“When I hit my 40s I realized I need freedom to travel and practice yoga myself”

Nathalie Croix, nathaliecroix.com

Lack of self-care left her feeling disconnected and unstable. Nathalie met with me and brainstormed with the YC about how to redesign her brand to fit the life she wanted. 

Truth → There are options to change your business

“We shifted my brand to be completely online… I care for myself, feel aligned, and still pay the bills.”

Nathalie Croix, nathaliecroix.com

The key to Nathalie’s success was finding creative solutions to balance profitability and freedom. She invested time and energy into building her online clients and services but freed up time later.

Nathalie thought she’d be sad to see her in-person studio go, but she found it was exactly what she needed. Her career still involves her passion, and she doesn’t have to compromise her self-care. 

Truth → YOU have the power to find work-life balance

Getting lost in the stress of running a business doesn’t have to be your “normal”. If you find yourself drowning in work, we can make changes to get you on the path to work/life balance.  

Nathalie is just one example – there are many ways to realign your studio. Change doesn’t have to mean selling your studio and transitioning to fully online. That’s just the solution we came up with for her needs – your needs could be totally different.

Maybe your change is creating systems to better manage your tasks. It could be scaling back your class schedule and leaning into marketing your most profitable services. The possibilities are endless.

Unsure how to change your business to lighten your load? Join the YC for a community of other yoga business owners like you. We ask questions, give advice, and learn new ways to find freedom and maintain (or increase!) profitability. Get on the path to less stress and more time for your practice!

Read More

Be BOLD, be authentic, and never stop adapting!

Be BOLD, be authentic, and never stop adapting!

As yogis, we believe in the power of yoga. No matter how your story began – a transformation of mental health, physical health, healing, or spirituality – it was life-changing. 

You took the leap to open a yoga business because of this power. Not because it’s the cool, trendy thing to do. We went through a rough patch as business owners. Many studios closed their doors for good. But there is hope! Doors have opened, and studios are thriving! 

It’s time for yogis to rise from the ashes and reinvent their business!

Many of us have been practicing for years, even decades! This isn’t because of a “trend”. So why do we keep hopping on waves and bandwagons when it comes to our studios? Why are we doing what everyone else is doing? NO MORE!

Now is the perfect time to try something new. You can restructure your business to be authentic and UNIQUE. Your studio is special – it deserves this attention. 

Truth → You have innovation within!

Otherwise, why did you open a business? In an ever-changing world, we have to adapt and seek innovation to thrive. Let it out!  Use it to destroy the box the world tries to put you in. Make your studio unique and draw attention.

Let me tell you a story about my friend Val.

She sought out the Yogapreneur Collective years ago looking to grow her business. She liked running a smaller studio when she had little kids – but it was time for a change. 

“I worked with Josh to help me engage my community, resulting in doubling my studio size in 2013”

Val Sklar Robinson, Hot Yoga Pasadena

We came up with unique ways to market her studio, new ideas to run her business, and Val put in all the work! Her fearlessness paid off – and continues to.

In 2020, most yoga studios had to close their doors. Across California, there was absolutely no in-person yoga for MONTHS. Studios had to come up with techniques from scratch to survive.

Josh pitched innovative ideas to stay afloat and keep moving forward”

Val Sklar Robinson, Hot Yoga Pasadena

Val’s studio did in fact survive. Now, she’s taking things to the next level. She’s not only rediscovering her brand and client base but creating an entirely new style of yoga. This is the innovation it takes to THRIVE.

Truth → Good change takes more than guts

This story is inspirational. There are yogis like Val across the world who found ways to innovate, adapt, and survive through a trying economic period. But it takes more than guts to succeed.

The YC was there for its members when they needed it most. We supported each other, pitched ideas, and found solutions. 

You can try to do everything on your own, but why would you? You could have a community of support. People who are going through the exact same struggles as you!

Be BOLD, be authentic, and never stop adapting!

Without guidance and community, a lot of yogis end up blindly following trends and hoping for results. The YC offers tools for good business practices so you can be creative where it counts!

Need help staying current and connected? Join us in the YC for a community of yogapreneurs looking for the same thing. Let’s rise from the ashes and thrive together. Your studio and style can look and feel different than it ever has before. 

Read More

5 Hours of Focus to Plan Your Yoga Studio Marketing Calendar

5 Hours of Focus to Plan Your Yoga Studio Marketing Calendar

Planning an entire year’s marketing calendar can feel like a momentous job. And it is a very important one. But it can be done, and it can be done in a half day’s work! 

But why do you need to plan your marketing calendar so far in advance? If you’re not one for planning, it can seem a little excessive. So here’s exactly why you need to be mapping out your marketing plan for the year. 

Why Your Yoga Studio Needs a Marketing Calendar

The truth of the matter is that if you don’t plan things beforehand, they often don’t get done.

 A social media post can go straight to the bottom of your list of things to do in a day if you’re busy and don’t feel creative. It then ends up getting pushed off, maybe indefinitely. After all, what’s one missed day of posting? 

Well, if you want your business to grow, then consistent marketing is key. These are the reasons you need a marketing calendar to plan your strategy: 

  • Grow your business
  • Achieve specific goals
  • Stay organized
  • Execute events so they’re effective and go off without a hitch
  • Feel relief by getting this out of the way now
  • Spend more time on the internal details of your events and make them even more awesome and engaging!

I’m sure we can all agree on the why. Planning your marketing calendar has many upsides, but let’s look into the how. 

See our video on our Marketing Calendar Lab from the 2019 Yoga Business Summit here! ⤵️

This information was originally presented at the 2019 Yoga Business Summit. For more incredible yoga business marketing content, check out this year’s Yoga Business Summit, October 10-16, 2021 in Puerto Morelos, Mexico.

How to Plan a Marketing Calendar

The first thing you need to know about planning a marketing calendar is that it’s going to take a singular focus. Why? Because although your brain can process many things in a short space of time, it can’t process them all in one moment of time. So you’ll need to block off a few hours out of your day to focus on ONLY your marketing calendar. That’s the most efficient way to get things done!

Using these steps, you can plan your yearly marketing calendar in no time at all (under 5 hours). 

Choose a Platform to Host Your Calendar

The first thing you’ll need to decide is where your marketing calendar is going to go. It’s important that you have it somewhere that other people can access it too. This way if a marketing company takes over your strategy, they can see what you had planned, or at the very least, see what marketing was done in the past. 

Google Sheets is a great platform because it allows more than one person to work on it at the same time. The bigger your team, the more enticing this benefit is. If you’re looking for a marketing calendar software specifically designed for the job, then these are your top options: 

  • Visually
  • Wrike
  • CoSchedule
  • CrossCap
  • Monday.com
  • Newscred

Write Down Your Goals

It’s imperative that you know what you’re doing this for. Over the next year, what goals are most important to your yoga studio? Marketing goals often look a lot like this: 

  • Increasing brand exposure
  • Gaining new leads
  • Making sales

When you’ve decided which goals are most important to you, then you can make sure that every campaign works toward achieving this outcome. Having a clear idea in your head of where you want the business to go makes the rest of the job a lot easier.

Decide on Your Marketing Strategies

Before putting anything at all in your marketing calendar, you’ll need to decide on a marketing strategy. This way you’re not wasting time and energy on platforms that aren’t going to help you reach your goals. 

Yoga studio marketing can include a range of different strategies, but what’s paramount is that you choose the right ones for your brand. Here are a few examples of marketing strategies: 

  • Content Marketing – Content marketing focuses on creating and sharing content with your audience. This is often done in blog format and enables you to share valuable insights with your audience. You can include guides on how to do specific yoga poses and facts about why yoga is so good for you.
  • Email Marketing – Email marketing is one step more personal. It allows you to send emails to your entire mailing list – these will generally be people who have already practiced yoga at your studio. These can include event alerts, upcoming promotions, or simply share snippets of information and link to the posts you’ve created for your content marketing strategy.
  • Social Media Marketing – Social media marketing is planning content to be posted on your social media platforms. For yoga studios, Instagram and Facebook are probably all you need. However, if your business is a little bigger than platforms like LinkedIn and TikTok can also be used.
  • PPC Advertising – Pay-per-click advertising is a marketing strategy that involves placing ads at the top of Google search results. You only pay for the advert if someone clicks on your ad. This is great if implemented locally, but if you don’t know what you’re doing you can waste a lot of money. So it’s best to get a professional to work on your PPC.

Pick Out Important Dates

Now that you’ve decided on your marketing strategy, you can go ahead and start planning your content. The best way to do this is to start off with important dates that you could monopolize on during the year. 

How about planning a women’s day special to encourage new female yogis to join? When’s your yoga studio’s birthday? You might be able to work in an event around that – and content to go with it.  

Start Populating Your Marketing Calendar

In the beginning, you can simply populate your marketing calendar with ideas e.g post an infographic about the best yoga poses for posture. From there at least you have an outline of what is going to be posted on what day. 

Once you have a starting point, creating the actual content becomes a lot easier. Or if you have the budget, you can pay someone to do that part for you. But at least this way you still have control over the type of content that’s being put out there. 

The Yoga Studio Marketing Calendar You Won’t Regret

Spending a couple of hours on your marketing calendar might seem very daunting. But it doesn’t have to be. With your marketing calendar as your singular focus, you can knock it out in a couple of hours, and feel much more organized for the future. 

Creating your marketing calendar is the first step toward reaching your goals for the year. So if increasing your revenue, or creating brand awareness is important to you, then getting the first part done will put you one step closer to achieving your goals!

If you’re ready to create insane, bottom-line busting marketing strategies that sell more yoga in 2022, check out the 2021 Yoga Business Summit in Puerto Morelos, Mexico. We’ll spend 7 days and 6 nights refining your core messaging, creating a plan to sell more yoga, and designing strategies that benefit your studio – and your sanity – years into the future. 

This year’s summit is designed to help you navigate the upcoming industry changes to positively impact your bottom line. 

Take me to the summit!

Want more yoga business content? Click here. 

Read More

Retaining Clients | A Yoga Studio’s Guide to Long-Term Success

Retaining Clients | A Yoga Studio’s Guide to Long-Term Success

One of the biggest challenges that face yoga studios today is the drop-off rate of new clients. If you’re on par with the average yoga studio, you’ll lose 50% of your students after their very first session. 

But why is that such a big deal? According to Harvard Business School, increasing client retention by only 5% can increase your business’s profitability by between 25 and 95 percent. That’s a large chunk of profit we’re talking about!

Client retention can take your business from surviving to absolutely thriving. Although the yoga and wellness industry is continuing to boom, there is also a lot of competition. This makes retaining clients a little more challenging, but it can be done – especially with the help of a yoga business coach.

See our video on our Retention Mastery Lab from the 2019 Yoga Business Summit here! ⤵️

This information was originally presented at the 2019 Yoga Business Summit. For more incredible yoga business marketing content, check out this year’s Yoga Business Summit, October 10-16, 2021 in Puerto Morelos, Mexico.

What Client Retention Can do for Your Business

To fully understand what retaining clients could do for your business, you need to see the stats. 

This is what happens in most yoga studios: 

  • 50 – 100 new students attend per month (less than 10% of their website traffic)
  • Lose 50% of people after the first visit
  • Average retention off intro is only 20-25%
  • Average months on autopay membership is 3-4
  • Have a 25% year-over-year retention (the top 10% of MindBody Class Based Businesses= 50%)

This means if you’re the average, your numbers look like this:

  • You have 50 new clients per month
  • After class 1, you have 25 people left (50% retention after class 1)
  • At the end of the month, you have 6 people left (25% of 25)
  • And 1 year later, you have 2 people left from the original 50 new clients (25% of 6 rounded up)

Assuming this scenario happens every month for 12 months, this means your business growth per 1 year of time is 24 people. (2 people x 12 months)

If the average value per client is $500 = $12,000 per year (24 people x $500)

If the average value per client is $1000 = $24,000 per year (24 people x $1000)

But the story doesn’t end there. Let’s take a look at where your yoga business could be if you managed to retain more clients. 

  • 50 new students per month
  • 35 left after the first class (70% return rate)
  • 12 people left at the end of the month (retention off of intro 35%)
  • 6 people left 1 year later (50% year over year retention)  This means your potential business growth in 1 year is 72 members (6 people x 12 months)

If the average value per client is $500 = $36000 per year

If the average value per client is $1000 = $72000 per year

And just like that, your yoga studio just became a whole lot more profitable. 

With a retention strategy in place, you can see a 3x increase in profits per year!

Note: if you also increase your first visits to the Yogapreneur Collective’s top performers average of 150 you could see an annual revenue increase of $228,000 or a 10x increase! (Comment below if you’d like help with the math on this) 

Now that you can see that it’s possible, let’s dive right into how you can go about increasing your baseline and client retention. 

How to Retain Clients at Your Yoga Studio

Now that you know just how profitable your yoga business could become, how do you go about retaining clients? Here are a few strategies that could change the game for your studio: 

Know How to Sell Your Intro

When you’re selling your intro to prospective clients, use the line, “What most people do…”. This is a psychological tactic that encourages people to follow the crowd. Their thought pattern goes something like this – if most people do it, it must be the most logical choice. 

You’ll then need to briefly explain your intro pass to the potential client, and then say nothing else until they’ve given you a response. The trick here is to offer no other options until you’ve heard from the prospective client. All you need to do is wait and listen. This is a magic trick you can thank us for later!

Make Their First Experience Memorable

There are a few ways to make your yoga classes memorable. The first is to welcome your yogis warmly, making them all feel appreciated for showing up. You can then casually inform them about any details they may need to know about (time changes of future classes, upcoming events, how and when classes are paid for). 

Bringing psychology back into the conversation, giving someone something for free makes them more likely to give you something back in return. First-time clients should be given something, such as free rental of a yoga mat, or access to amenities. This increases the chance that they will give you something in return, in this case, their business.

Acquire Contact Details

It’s important to get the contact details of potential yogis. This way it’s easier to market your yoga studio to people who are already interested. You can also send out reminders when your classes are happening, or with their permission, add them to groups to get notified of specials. 

This is also a constant reminder to your potential client that you exist. And if they enjoyed their first experience at your yoga studio, they’re sure to be back soon. 

Follow Up with Potential Yoga Clients

Once you have the potential yogis details, you can send them a message after their first class. You can thank them for joining you as well as sending them a list of class times for future reference. This will leave them with that warm fuzzy feeling inside and keep your yoga studio at the back of their minds. 

If they truly enjoyed your yoga class, this personal touch will bring them back again and again. People gravitate to places that make them feel cared for and seen. So if nothing else, be that place for your clients. 

Offer a Variety of Classes

If you only offer one type of yoga class, in which students are required to do the same yoga flows week after week, it’s unlikely that clients will stay for too long. Why would they stay when they’re not learning anything new? 

For this reason, it’s a good idea to offer a variety of classes. Whether this is simply mixing up yoga flows, or offering different types of yoga, a variation is so important. This way students can keep learning and growing in their yoga practice and stay for the ride, becoming loyal yogis at your yoga studio. 

The Long and the Short of Retaining Clients

It costs your yoga studio five times more to acquire a new client than to retain a client that has already stepped foot inside the door. So while prospecting clients is important, the real money is made when you learn how to retain them. 

All you have to do is: 

  • Know how to sell your intro
  • Make the first experience memorable
  • Acquire contact details
  • Follow up with potential yogis
  • Offer a variety of classes

Simple yoga studio marketing tactics can prevent you from allowing all those $$ to slip through your hands. Start implementing your retention strategy to increase your bottom line today!

If you’re ready to create insane, bottom-line busting marketing strategies that sell more yoga in 2022, check out the 2021 Yoga Business Summit in Puerto Morelos, Mexico. We’ll spend 7 days and 6 nights refining your core messaging, creating a plan to sell more yoga, and designing strategies that benefit your studio – and your sanity – years into the future. 

This year’s summit is designed to help you navigate the upcoming industry changes to positively impact your bottom line. 

Take me to the summit!

Want more yoga business content? Click here

Read More

The Biggest Yoga Business Prospecting Mistake (and what to do instead!)

The Biggest Yoga Business Prospecting Mistake (and what to do instead!)

Owning a yoga business means that you wear a lot of hats. You’re likely a teacher, a marketer, a salesperson, and more. But how do you sell more yoga when the competition seems endless and you don’t know where your new students are hiding?

The short answer: You need to prospect. 

The long answer: You need to create content that sells people on your studio before they ever walk in the door. 

This means taking inventory of your mindset and your resources before digging into your concentrated marketing and prospecting efforts so that you can reach your ideal customers in an impactful way. 

What is Prospecting – and Why is it Important?

Prospecting is one of the first steps in your sales process. It is the step in which you identify and reach potential customers. 

You might create a database of prospects and then communicate with them intentionally, like in an email list or by calling them, or you may prospect by simply getting your name out there – often on social media, paid ads, or by showing up to local events. 

There are a TON of ways to prospect, and depending on your yoga studio’s goals, they might be completely different from the studio down the street. Remember, there’s more competition in the wellness industry now than ever before. This means it’s more important than ever to prospect with intention and to consistently advertise and prospect.

Prospecting is important because it helps give people a public opinion of your yoga business – and drives them to want to be a part of it! It will ultimately drive more people to visit your studio, sign up for classes, and stay a part of your community for a long time. 

See our video on our Prospecting Funnel Lab from the 2019 Yoga Business Summit here! ⤵️

This information was originally presented at the 2019 Yoga Business Summit. For more incredible yoga business marketing content, check out this year’s Yoga Business Summit, October 10-16, 2021 in Puerto Morelos, Mexico.

Step 1: Get in a prospecting mindset

When it comes to prospecting for your yoga business, you might be stuck for a few reasons. Maybe your current strategy isn’t working, or you might not even have a strategy. The good news is, every yoga studio owner has access to powerful marketing platforms. The tools are available to us for very little cost and are easier to use than ever before. 

You CAN get your message out, and you CAN do it with very little money upfront. 

When you combine this with powerful content, people not only come into your studio, but they arrive as a higher-quality prospect.

AND you have every reason to expect that you’re going to retain them — especially if you start to implement the information from my last email about how to grow a million-dollar studio through retention mastery.

So, as you work on your prospecting mindset, think of it as a fun way to connect with your future clients. You get to create a yoga marketing strategy that fits your budget, is on-brand for your studio, and brings in future clients that you’re going to LOVE working with!

Step 2: Understand your yoga studio marketing budget

If you’re unsure of where to start with your prospecting funnels or heck, maybe you don’t even have prospecting funnels on your radar (yet)…

Start with something simple, like determining your marketing budget (get your calculator ready!).

To calculate your annual yoga studio marketing budget, follow these simple steps:

1.What is your annual projected gross revenue? You can answer this for the current year, or if you’re already planning for next year, use those numbers. Remember, revenue is your top-line income, also referred to as total sales.

In this example, let’s say that the top-line revenue for Studio A is expected to be $500,000 for the current year. 

2. Calculate 7% of your projected gross revenue. This is a low-end budget that we’ll apply in step 4.

$500,000 * .07 = $35,000

3. Calculate 10% of your projected gross revenue. This is a high-end marketing budget that we’ll apply in step 4.

$500,000 *.10 = $50,000

4. Decide what you can spend within your low-end to high-end range.

Next year’s marketing budget is $35,000-$50,000

You might be thinking, “That’s A LOT of money! Why do I really need this budget for my yoga studio?!

Great question. We’ve worked with hundreds of studios all over the world, and customer behavior is constantly changing. You will need to market strategically and intentionally to ensure that your marketing budget is building your business, not a red line item in your balance sheet. 

Which leads us to step 3…

Step 3: Get into your ideal students’ heads

Before you spend a cent of your marketing budget, it’s important to understand who you’re marketing to. 

First, you should take some time to decide who your ideal audience is. This might mean doing some market research on who lives near your studio, who is already visiting your studio and even look into the analytics of who visits your website or social media accounts. 

Once you understand who you’re marketing to, you can create a comprehensive, long-term strategy. Your strategic plan might include ongoing initiatives, like a referral campaign, regular social media posts, and more. It may also include one-time events that drive people to your studio. 

As you create your marketing plan, it is wise to work with a yoga business coach to ensure that your plans are airtight. 

Your marketing plan will help you:

  • Get in front of people in the research phase. People don’t just walk into studios anymore. They look on Google, Instagram, and ask their friends. They encounter studios that host Yoga In the Park events, or that advertise at their local farmer’s market. 
  • Meet people where they are. Hey, people are lazy. Our brains are trained not to listen when there’s too much noise, which means it takes a LOUD marketing strategy to get people to tune in. 
  • Inform your buyers. People LOVE to be informed. That means they’ll vet your business online before they even consider visiting. 
  • Eliminate price objections. If sales is hard, don’t make it harder on yourself by not telling people what value they get and at what price point. People could sign up for an online yoga class, or go to YouTube. Use your marketing budget to show people why your studio is worth it!

In other words, you need your marketing budget and plan to get you in front of the right people and to be top of mind. 

Step 4: Start prospecting and selling more yoga!

Once you have your budget squared away and a plan in place, it’s time to start prospecting!

Remember, prospecting is identifying and reaching potential customers. Get your retention strategies dialed in first, then implement funnels to bring in more new students.

Because when you have proven retention mastery strategies to keep them around, prospecting funnels won’t be a waste of your energy or money! They will be a highly intelligent — and crucial — element of your marketing budget.

The Bottom Line

When you get your prospecting funnels on point with high-quality content, you will:

  • Get more new students in the door
  • Create insane brand awareness
  • Increase your revenue (especially when combined with all your retention strategies)
  • Become the authority in your market so even your competition is watching you

If you’re ready to create insane, bottom-line busting marketing strategies that sell more yoga in 2022, check out the 2021 Yoga Business Summit in Puerto Morelos, Mexico. We’ll spend 7 days and 6 nights refining your core messaging, creating a plan to sell more yoga, and designing strategies that benefit your studio – and your sanity – years into the future. 

This year’s summit is designed to help you navigate the upcoming industry changes to positively impact your bottom line. 

Take me to the summit! Click here.

Want more yoga business content? Click here.

Read More

Want to create a clear path to autopay for your yoga studio? Here’s how.

Want to create a clear path to autopay for your yoga studio? Here’s how. 

The data is clear. People practice the most yoga while on autopay, even over annual pass holders.

Monthly autopay members feel like they’re part of the group. Seeing that payment come out of their account every month keeps them motivated to show up and get the most for their money.

And it’s not just good for members… studios with a higher number of autopays have a more balanced cash flow and make more money long-term, even over big ticket items like a 20+ pack.

How do you get members on autopay? It comes down to pricing.

People make purchasing decisions when they have clarity about the product they’re getting and are feel confident it’s the best deal for them.

Truth → The most important thing about your pricing is how it guides your students.

You direct your students every day – in and out of class. What would you tell a student coming to you for advice on how to succeed in their yoga practice? No matter what they want from yoga, the path to get it is the same. What do they need?

They need FREQUENCY!

No matter what their goal is – lose weight, gain flexibility, look better in the mirror, peace of mind, decreased stress – the answer is getting on the mat regularly. Don’t sell them anything less.

Position your pricing to help your members succeed!

Direct students to the offers that will help them practice regularly. When they’re new, get them into the intro offer. When they’re established, get them on autopay.

Why don’t class packs work? Students often stretch their class passes out…meaning they only go as often as they need to in order to make sure no visits expire. We see it time and time again. Honestly, this isn’t what’s best for their bodies (or your business) in the long term.

How can you avoid this pitfall? Making your autopay a better option than buying a 10-class pack… especially when they go twice a week.

Your pricing must match what you’re telling students to do!

An unlimited membership encourages students to go more frequently in order to make sure they get a good deal for their money. That means they’re showing up more → and getting better results.  You’re guiding them to achieve their goals and creating brand evangelists – just because you sold them the right offer!

Don’t get me wrong… I’m not saying you shouldn’t sell someone a 10-pack if they want it, but your pricing should be structured away from it. Encourage them to buy the autopay. It will benefit them with frequent practice and benefit you with consistent cash-flow.  

Back up your words with your pricing.

Ultimately, an autopay membership makes the most sense for your members. Get them there with your pricing!

When someone new walks in the door, get them started with your into offer. From the very beginning create a pathway to autopay with a membership option, rather than a class pass.

The intro offer is the start of your sales funnel. Getting newbies on that path is more important than making a ton of money on that initial sale. Make it a no brainer for them. Keep the pricing at double a drop in class and about half your autopay membership.

While we’re on the subject… DON’T SELL YOUR DROP IN. Keep it priced high. Its main purpose is to communicate the value of a single class and guide new students into choosing the intro pass. No one should be buying it, unless they’re in town for their sister’s wedding or a work conference.

Truth → The intro offer is the BEST option for new students. Sell it that way.

Don’t be shy selling your intro offer. You KNOW it’s the best option for your new students and you want them to succeed. That’s the core of what you’re doing.

Convert new students into dedicated members!

It’s not over once they’re in your intro offer. Your end goal is for them to practice regularly at your studio and be on an autopay. To do that, communicate your value to them frequently. Give them a taste of what you have to offer and leave them wanting more.

Make it easy to step into autopay. Remember the pricing guidelines? For double their intro offer they can have all your studio has to offer on a monthly autopay membership. The pricing supports your sale.

Keep the autopay accessible. The price point doesn’t need to be super high for it to be profitable. Think of the cheapest annual membership you’ve sold in the last year. Now divide that by 12 and see how it compares to your autopay. If you start there, you can always raise the prices later.

Truth → Funnel everything into the autopay, unless they ask for something different.

Selling the autopay isn’t much different than selling new students on the intro offer. You’re selling access to the experience your studio offers. The autopay is simply the easiest way to get that experience.

For more tips on how to restructure your pricing and take your studio to the next level, book a FREE Strategy Session today!

Read More

Flighty to Focused – Actually Get Sh!t Done

Flighty to Focused – Actually Get Sh!t Done

As a business owner you’ll have days of overwhelm. When you get to the studio there are a million things to do – it’s hard to know where to start. When this happens, what do you do?

Let me guess… You slowly let it pile on until you freeze. Procrastination leads to more tasks stacking up. 

What’s your method to solve this? Do you have a plan in place? If you’re like most of us yogis at the YC, probably not… IT’S OK!  That’s why we’re talking about it.

Truth → effective business owners don’t fly by the seat of their pants

I can say this because I started off the same way. When my first studio opened I just went with the flow – you’re doing it too. It’s natural to us and part of being a yoga person! 

If you want to get on track, grow your business, and reduce stress →  you have to evolve. I’m not asking you to change who you are… I’m asking you to expand your mind! You’ll need to develop new skills and systems to lessen the load.

Your business should be like your child. It is a part of you, but separate from yourself. Over the years you nurture it, invest in it, and let it grow until it can function without your constant supervision.

Your tool: POWERFUL short term goal setting.

This is hard work. But it pays off in time and money. YOU can learn to break it down, create task lists, and move forward!

Truth → large goals are a sum of many small goals

To start off, set a big goal – something that would take a year or more to achieve. I’ll pick a common one people in the yogapreneur collective choose; doubling a studio’s membership by next year.

This can be overwhelming to achieve by just going with the flow. You have to be intentional to make big changes!

What you can do is break this up into 4 medium-size quarterly goals – uplevel marketing, increase outreach, build an online yoga library, sell memberships to new students, etc. For now, let’s imagine your first smaller goal is to uplevel marketing.

Make that the focus of this quarter. How are you going to do it? Break it into small, manageable tasks. A quarter is 3 months, so pick 3 monthly tasks (1 a month). For example:

Update your facebook page → invest a month to grow your followers (people who like the page)

Upgrade your instagram → get a professional photoshoot (or really good aesthetic photos by you / your team) and post regularly

Find local partners → or brainstorm ways to engage your community. Become a known studio in your city!

After that you can break these down into 4 weekly goals (1 a week) for the month. Let’s play into the instagram example:

Week 1 →  Schedule / prepare for a photoshoot

Week 2 → Visit canva and find some cool instagram templates

Week 3 → Comprise a folder of 20-30 great business photos in template form

Week 4  → Launch first photo and create an instagram schedule with 3 posts a week

From there, break every weekly task into 5 daily tasks (1 per business day). Let’s go with the week 3 example:

Day 1 → Create the folder in g-drive

Day 2→ Edit 10 photos into the template form

Day 3 Edit 10 photos into the template form

Day 4 Edit remaining photos 

Day 5 Organize folder in order of desired posts and brainstorm possible captions

In 1 week you are already closer to your big goal. YOU’RE CRUSHING IT! You’ll feel organized, accomplished, and focused!

Truth → You can crush your goals – no matter what size!

Here’s the flow we just established:

Big Yearly goal → 4 quarterly goals (1 a quarter) 

Quarterly goal → 3 monthly goals (1 a month)

Monthly goal → 4 weekly goals (1 a week)

Weekly goal → 5 daily goals (1 a day)

What we did was just break down one monstrous, seemingly-impossible goal into one easy task a day. YOU CAN DO THIS! Think about what a difference it would make to get out of your head and into a pattern of daily tasks that lead to HUGE goals. 

This is what we’re doing at the YC. We are taking intentional steps – laser focused on growing our business. We are ACTUALLY getting sh!t done! To learn more about the tactics and tools we use for goal setting and task management → join me for a free strategy session.

Read More

How to train studio your staff with transparency

How to train studio your staff with transparency

Running a yoga studio is hard. Your spouse, family and friends may be supportive, but they don’t really get it. Even your staff isn’t always on the same page as you. Your mission drives you…and that’s what makes the difference for your studio.

Helping your staff realize how their personal mission to change lives with yoga intersects with yours as the studio owner is part of training. 

Truth →  You need each other! Yogis aren’t successful outside a community and studios struggle without dedicated and enthusiastic staff.

When you’re on the same page it’s best for EVERYONE, but it’s a challenge to get there! Let’s talk about how you can do it! 

Step One: Connect the team’s WHY with yours

Empowering your staff starts by understanding what their “Why” is. What drew them to yoga in the first place? What has its impact been on them? Why do they want to share it with others?

Ask your staff what they hope to give their students and why they got into the yoga business. You’re learning more about them AND you’re reminding them of their passion. That’s a double win for you! Share your passion and vision for the yoga studio with them. Explore where these ideas intersect. This is how you can build commitment and connection with your team.

We are not effective without knowing what drives us. Without clear motivation your staff can’t sell well, can’t teach to their full potential and won’t be all in for your yoga studio’s success.

Step Two: We’re in this together

The success of the studio is pivotal not only for you, but your students and staff. It is the delivery method for the amazing yoga experience you provide!

How did your staff get started with yoga? For most people the answer is simple. They went to a class, liked it, started practicing more and eventually became a teacher. A yoga studio was pivotal in their personal yoga development. It’s the same for their students! Some of the people they teach are experiencing yoga for the first time!  

Try this →  Show your staff how important the studio is for the success of their yoga students.

If your teachers believe what they’re teaching can change student’s lives – and they believe your mission and vision is a positive one – then by default they MUST support the studio. Without the studio their students won’t receive the same life-changing yoga practice.

Step Three: Be transparent, in the right way…

Truth, transparency, and numbers will go a long way in getting your staff on board with your studio’s mission. Most people like to know what’s going on – to feel like part of the inner circle. 

The key is to give them the RIGHT DATA. Many owners don’t give their staff the numbers that are relevant to them and their performance – the data that could help them improve. Instead, often inadvertently, we only give them the bad news.

Often we let our staff know what struggles the studio is facing. That’s a BIG mistake. People are empowered when they feel safe and secure. They are more confident and more successful. We just aren’t wired to work harder because of scare tactics, we start looking for another job instead. YIKES!

Truth →  As far as your staff are concerned your studio is the best studio in the history of yoga and everything is going well!

What you SHOULD give your staff are the numbers that directly relate to their jobs. For teachers, this means the “first visit no return” rate, intro purchase rate, personal retention rate, average number of visits and conversion from into to a pass.

Step Four: Numbers don’t lie

Why are you sharing these numbers? Numbers don’t lie and they are powerful motivators.

Take the “first visit no return” rate, for example. On average 50% of students who attend a class, NEVER SET FOOT IN THE STUDIO AGAIN! (In our Yogapreneur Collective it averages 35-40%) This number can be shocking, but it’s also motivating.

Try this → Share statistics in a group meeting and get everyone in on the conversation.

When your teachers hear HALF of their first time students never come back it’s probably going to hurt their feelings a little. They will naturally want to defend the studio. You will likely hear things like:  “Why wouldn’t they come back? This studio is awesome! I’m a great teacher! Yoga is amazing!” 

This starts a dialog…and leads to a positive conversation!

You can use this type of discussion to teach your staff how to create rapport. You can highlight why interacting with students to promote the intro offer is so important. You can connect your mission and your processes, and help them see the value in what you do. 

Pro tip → Keep the conversation focused on growing the studio, not on you vs. them.

Now you can teach them soulful sales tactics and make selling personal to them. They know it’s about making their students’ lives better, not just increasing your bottom line. They will start to see the value in connecting people with your packages.

As much as possible, you want to connect your staff to INTERNAL motivations. Remind them of their “Why” and keep them engaged in the studio’s mission. Give them concrete data and celebrate growth in the numbers! Avoid “because it’s my studio and I said so” and you’ll find you have a much more motivated and effective staff.

Are sales strategies and training a challenge for your studio? Join a FREE Strategy Call today! You’ll walk away ready to implement new strategies and take your studio to the next level!

Read More

Relax…Use SOPs!

Relax…  delegate like a pro with SOPs!

You work hard as an entrepreneur. It’s difficult to find time for yourself. You’re swamped with a thousand things to do in your business, but that’s an impossible pace to maintain. Everyone needs moments to recharge in order to be their best selves. 

Sounds too good to be true right? But you need time for your practice. You need time for your family and interests outside of work. I’m personally always trying to spend more time with family. Yet, It’s hard to step away from the studio…

Your business is important. You’ve put so much effort into getting it to where it is now. It’s hard to trust your studio with other people. It’s easy to fall into a “If you want it done right, do it yourself” mentality. The problem with that is how do you get away? Where’s the time for yourself? 

If you never teach others how to handle your studio you could get burnt out. Don’t lose sight of why you opened a business in the first place. The goal of being a business owner is to have freedom – both financially AND personally. 

Truth → If you don’t put systems in place your business will always need your constant supervision

Your phone will keep blowing up at the dinner table. You’ll always worry on vacation. Your business will keep running your life. You didn’t open your studio to micromanage and handle every small task. You need to find a way to stop micromanaging and hand-holding

Not sure how to break free from this system? Good news! There IS a way!

You can create Standard Operating Procedures (SOPs) *Woohoo* *Applause* 

SOPs do not seem exciting at first – But you SHOULD be excited! This is your path to freedom as a business owner. 

Get the best of both worlds: free time AND a business that runs smoothly

Implementing SOPs takes all the guesswork out of delegating. Your employees will know EXACTLY how to do things, just like you would. Use them as a way to unload your brain so your business can run smoothly when you’re gone. Give more of your energy to growth and development instead of using it on the little tasks.

Think of an SOP as a checklist. You create it to tell a person exactly how to perform a task. Do this in a step by step, foolproof manner. This is straightforward information. It’s ok that the language is boring. This is the one time I am giving you permission to not be creative. 

Writing them like this reduces mistakes. SOPs give your employees (and you) something to look back to when help is needed. Think of how you would explain an internal task to a stranger – i.e. opening a room, turning on the lights, setting up a classroom, etc. You would do this in a step by step, clear, easy to follow manner. 

Truth → SOPs are documentation that clearly lay out a procedure. 

It’s not hard! Someone else should know exactly what to do by following your instructions. Lay out every detail for them. It helps to walk through the SOP with fresh eyes when you’re done, as if you don’t know how to do the task already. 

They give others insight to your mind. How valuable is that!

Create SOPs with confidence!

I know what you’re thinking: this sounds like A LOT of up front work. Well, it kind of is. 

But it pays off! Think of all the extra time you’ll have when you’re not doing the mundane, day-to-day tasks around the studio… You’d have time for that project you’ve been putting off. That vacation your family has been begging for. There are ways to reduce the work. Try this:

Use an app like google recorder and talk through the process while you’re doing it. Make sure to include every detail – describe exactly what you’re doing. Google recorder has a transcribe option for your recordings. You can now take this and convert it straight into an SOP. You don’t have to tediously type out every word

There is a lot to be said about SOPs: how to implement them, what processes to make them for, where to store them, and much more. At the Yogapreneur Collective we go over all of this, providing templates to walk you through it. This system adds so much value to your business, especially if you wish to sell one day. 

Be confident delegating with SOPs! For more information on what this looks like for your studio, join a FREE Strategy Session with me

Read More