Inclusivity in the Yoga Industry

Inclusivity in the Yoga Industry

Yoga business owners are being called to action, to talk about inequality and marginalized groups in their communities. 

Yoga studios have always had a mission that is inherently humanitarian: they aim to help people improve their lives and ultimately improve the world. 

Over the last decade almost all the studios I’ve worked with desire and claim to be safe, inclusive, non-judgmental spaces for all people. In fact, I can definitively tell you that the most common core value amongst yoga studios is “Inclusivity” and the most common marketing catch phrase has been “Yoga For Every Body.” 

But recent worldwide protests and demonstrations against inequality and racism have called all of us to action in a new way.

How can studio owners take action to improve racial equity in their business and in the yoga industry as a whole? 

I’ve been getting a lot of contact from studio owners asking, what’s the right thing to do here? What actions can we take to support this movement? And should studios even do or say anything? 

And for many of you as owners, I know that the answers to these questions may not be obvious.

TRUTH —  Not knowing exactly what to do is okay. Doing nothing is not.

But the other thing I would highlight is that just by reading this, you are actively looking for an answer. And this already indicates that you’re on the right path. 

I need to preface everything in this article by saying: I’m not an expert in this subject matter, especially not around the black lives matter movement. But I believe we are all being called to action to learn more.

Let’s talk about INCLUSIVITY.

I find it fascinating that most yoga studios that I’ve worked with over the last 10+ years list “Inclusivity” as one of the pillars, or core values, of their business. 

It’s important to look internally, as yoga teaches us, and understand that saying that Inclusivity is one of our core values does not actually make us inclusive. 

TRUTH — Simply saying that you’ll accept anyone in your business, and that you would be happy for them to be there and take their money does not make you inclusive.

We’re at a moment in time where we have a really powerful opportunity to actually ACT ON what we’ve been saying all along. 

It’s important that we take advantage of this moment and take action now. 

Remember, when COVID hit, you were forced to modernize your business and create change very quickly. From figuring out how to digitize your offerings, renegotiate with your teachers and your landlord, and get a lawyer involved to update your waivers and contracts, you got it done because you were called to action and there were no other options. 

That ability to be flexible and pivot in the moment demonstrates the strength that you truly have. 

Right now you are being called to action by this movement, these protests and worldwide demonstrations. You are being called to act just as quickly and decisively and to potentially be willing to shift aspects of your business. 

The truth is these are all things that we should have been working on for a long time now. I’m sure for example, that creating a virtual yoga studio prior to COVID is something that you had always thought was a good idea and meant to get around to, but just didn’t prioritize. 

Studio owners want to be inclusive, but the truth is, this takes education and work. It doesn’t just happen on its own. We should have been working on this equally as diligently but for many owners, it just hasn’t been the primary focus. 

Now is the time to put inclusivity into practice.

The first question that I’ve received loud and clear is: Should we say or do anything at all?

The absolute answer is yes. There are a few reasons for this.

  1. GET OVER YOUR FEAR. If you’re questioning doing or saying something, it’s most likely because you’re afraid. It might be a fear of not knowing what to say, saying the wrong thing, being ridiculed, or appearing to align yourself politically in a way that would deter some people from patroning your business, ultimately —  it’s a fear of potential loss. 

TRUTH — Fear is something you’ve got to get over. Right now there are more people watching and taking account of businesses that are doing nothing. The silence from many people, organizations and businesses is extremely loud… it’s deafening.

  1. THIS IS HUMANITARIANISM. As a wellness business owner, you’re aligned with the humanitarian cause of improving people’s lives. Racial discrimination is not a political issue; it’s a humanitarian issue. It’s really as simple as that. 
  1. YOGA FOR EVERY BODY. This catch phrase has dominated messaging in the yoga industry for years. Clients that we work with on marketing and branding for their website and social media regularly have the awareness of wanting to represent clients who are male and female, young and old, and of varying body shapes and sizes. But I honestly cannot say the same focus has been placed on representing different races and ethnicities. And although I think that it’s totally unconscious, that omission — that silence — says a lot. 

This is not about pointing the finger and laying blame. This speaks to the need to become aware of our complete ignorance to the situation — as individuals, businesses, and as an industry.

So what should you say? 

If you believe in anti-racism, it’s really important that you do say something. 

Say exactly what you think and feel without fear of negative repercussions. But speak to what you actually know. This isn’t political. It’s not just business. As a studio owner, you have the opportunity for a deeper interaction with your clients and community. 

I cannot tell you exactly what you should say. But I can tell you that it needs to be authentic. 

And importantly, what you do say to your community should not be about you. The number of messages focussed on how the writer feels bad, hasn’t done enough, and acknowledges their white privilege is surprising. Introspection is clearly important but your message needs to be empowering and illuminating to your community, and give them an opportunity to be the main character in the story – not you.  

What can you do right now?

  • Most importantly educate yourself and do your own internal work. This may start with a complete dismantling of your current understanding, lack of understanding or misunderstanding of the situation.
  • Lead your team. Organize and pay for education for your staff on this issue. Promote their continued learning on racial discrimination and improving racial equity. 
  • If inclusivity is part of your business values, update your staff training and studio policies to reflect this.
  • Consider putting up signage and/or posting on your website that your business supports the rights of all human beings. Your business is your platform for communication and you have an opportunity to create awareness and positive change. This also clearly demonstrates that your studio is a safe space for all people to come and participate in your classes. 
  • Take inventory of the images on your website and social media channels and become more aware of the message you’re sending. Your online images are sending a very clear message of who your product is for and who is welcome in your studio.

What about fundraisers? 

Many studios have already done fundraisers and made donations to charities. This strategy has potential, but a super important detail is often missed. 

TRUTH — Businesses and their clients can’t pay their way out of racial inequity.

Money is not an answer to this problem, and giving your community an opportunity to pay their way out of the conversation is not an answer either. So having a fundraiser in itself is not enough.

Raising funds for an organization or charity IS a good idea, but be sure to have a clear purpose and include an educational component to the event. The event needs to raise awareness if it’s going to make a difference, not just money.

Finally, please understand that creating racial equity is not a right now thing, and it never has been. There’s no single statement you can make, email you can send, or social media post you can put up. This has to become part of the fabric of the business. 

What we’re doing right now:

We believe business leadership is the most important leadership of our time. This is why we’re bringing in an expert to educate our team and members of the Yogapreneur Collective on how to bring more racial equity into the yoga business.

Join us Tuesday June 16th 1:30-3:30 CST for a special Bonus YC Webinar, Racial Equity in the Yoga Business, led by a special guest presenter with a doctorate in sociology and political science who is a Racial Justice Educator and Certified Yoga Teacher. 

In this webinar, members will learn: 

  • Mindfulness techniques to break down racism and rebuild a foundation for racial equity in your business. 
  • Racial equity vocabulary to develop shared language.
  • Tangible steps that you can take to embed racial equity into your business model. 

You’ll also receive access to the webinar recording. To access this webinar and all member resources, join the Yogapreneur Collective. 

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Position your virtual library to support your brick-and-mortar yoga studio

Position your virtual library to support your brick-and-mortar yoga studio

Setting up a virtual yoga studio might not have been in your plans, but you have one now. Yoga studio owners around the world had to transition to online classes to make their studio work during this challenging time.

It was unexpected – maybe even unpleasant – to try new technology and expand into the virtual marketplace. But now that you’re there… you can take advantage of exciting new opportunities.

Truth → With the right positioning, your online classes can drive membership sales.

You may be tempted to step away from video recording all together once your studio opens again. That’s a mistake. A strong virtual yoga library is a MAJOR value add for your studio membership. Think of it as a tool to drive your membership sales.

Your virtual studio exists to support your in-person membership

Selling memberships is all about communicating value. If all people wanted was to do some stretching postures at home, they’d look up a few free videos and call it a day. Your members come to you because your studio offers them something special.

They value the community, experience and expertise that you offer. People are sold on emotion, not logic. Your members believe a regular practice at your studio will make their lives better – more balanced, healthy, relaxed. They’ll in turn be able to better care for their families.

Truth → An on demand video library is another way you can show up for your members.

Knowing you offer an on demand video library with membership shows you have a comprehensive, holistic view of their health. Even if they don’t participate very actively in your online studio, it adds value to your membership. This feature can get people over the hump to sign up, especially if they live further away.

Your virtual studio has to be high quality

The virtual yoga library you’ve created is its own product line. Even though its primary purpose is growing your membership, it has to stand on its own two feet. It’s time to up your game.

Truth → People accepted lower quality video during quarantine; they won’t forever.

You had to pivot quickly while your yoga studio was closed. Your members understand that you weren’t any more prepared for a global pandemic than they were. If your video was a little rough or the sound quality was just okay – they got it.

Now it’s time to up your game. Moving forward your virtual studio must be at a higher standard. If members are paying for it as a value add they expect it to add value. The good news is, you probably won’t be running online classes.

Shooting on demand videos is easier to fit into your schedule, and you have more time to test your setup. If the video looks a bit off, don’t post it. Make sure your on demand library lives up to the experience your members expect every time they walk into your studio.

Don’t devalue your virtual studio.

Don’t get caught in a race to the bottom. You’re not competing with larger virtual brands that charge $5 a month. Their business model is to get as many people around the country or globe as possible to make those numbers work. Yours is locally focused.

A virtual studio isn’t just a small perk members get when they sign up. It can be much more than that. Your expertise is valuable. Members show up because of the unique experience they get at YOUR studio doing yoga you’re an expert in. An ultra-low price point undermines your value message.

Truth → A quality virtual studio can also be used as a down sell or a stand alone product.

Post quality content regularly and your virtual studio can be more than an addition to your membership. You can offer it as a stand-alone product for members who live farther away. Try throwing in a few live classes a month with it and price it lower than an all included membership.

For more super relevant information, join us for The How to Re-Open your Studio Strong Bootcamp Webinars, included in the Yogapreneur Collective. Get these lives webinars, plus the huge online resource library, private Facebook Group, and access to 1:1 coaching all for just $125.

➡️ To access the YC Webinars and so much more, sign up here.

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How Can I Lower my Studio’s Expenses?

How Can I Lower my Studio’s Expenses?

Things are tight right now. Your studio is facing a completely unexpected financial hurdle. The good news is everyone else is, too… so you have a lot of options.

Most countries and states have programs available to help small businesses, and EVERYTHING can be negotiated.

Now is the time to guard your cash flow. You want to lower your expenses as much as possible, so you have the assets you need to run your yoga studio. Most businesses fail, not because they have nothing of value, but because they lack cash flow.

Truth → Lowering your studio’s expenses is the first step.

Your biggest expenses are rent, any business loans or debt you’re carrying, and your payroll. There may be some wiggle room. It never hurts to ask.

Let’s talk about rent.

Your landlord may be willing to work with you on the rent. That might mean they’re open to negotiation or payment flexibility, especially if they’re getting a break on their own mortgage. Get on their radar now.

Truth → Ask BEFORE you get to a place of desperation.

Don’t burn through your entire rainy day fund and then ask your landlord for a break. Go to them NOW, before every other tenant does. Be professional and clear about what you need.

Emphasize that you’re working hard to make things work long term. Your studio’s success will be a win for both you AND your landlord. Come from a place of teamwork and long-term partnership.

Give your landlord the opportunity to be the hero. They might be more open to negotiation than you’d think, especially if you’re one of their anchor stores. Finding another tenant can be challenging in the best of times. Right now, businesses aren’t looking for physical spaces to rent.

Bring the best version of yourself to the table, keep things professional, and get the conversation started. The worst they can do is say, “No.”

Everything is open to renegotiation.

If you have business loans or other debt, now is the time to talk about refinancing. Interest rates are incredibly low due to economic instability, and many countries have assistance programs in place.

Truth → Banks are willing to work with you more than ever before – that goes for personal loans and mortgages, too.

Your business may also qualify for a new, low-interest loan if you need it. These programs are new, and the infrastructure isn’t always there to process applications. Get your application in as soon as possible if that’s something you want to take advantage of.

Restructuring your payroll

Payroll is another huge expense for your yoga studio. It’s going to shrink somewhat as you transition to online classes because you won’t be running as many classes each day. You won’t necessarily have much for your front desk or cleaning staff to do. But that may not be enough.

You want to stand by your staff and help them as much as you can, but you simply won’t be able to pay them as much as a few months ago when the studio was fully operational.

Truth → The most important thing you can do for your staff is make them feel supported and cared for.

You’ll probably have to cut pay for online vs. in person classes, but those classes also require less prep-work and time talking to students. That pay cut might make sense when you explain it as if they were hourly employees.

No matter what happens with payroll, make sure your staff know you care about their success. Keep the conversation going and control the narrative.

Check your recurring expenses

While you’re lowering your studio’s expenses take a look at your recurring payments. Autopayments can fly under the radar, especially if they’re lower amounts. Now is a great time to make sure you’re still using all those services regularly and they’re essential to your business right now. These expenses are typically smaller, but they can add up.

None of this is easy. Things are changing so quickly in the world right now. Making sure your studio changes along with it is hard work. Remember to prioritize your mental health as you make these hard choices. Take a moment to exhale. You can do this.

Struggling to adjust your studio to social distancing rules? Confused about what to do next to keep your studio running? Get The Ultimate Studio Survival Guide during Social Distancing so you can respond with confidence and keep money coming into your studio during this time. Take action now to get our special PAY WHAT YOU CAN pricing. Click here to get started!  

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Want your yoga studio to stand out? Focus on messaging.

Want your yoga studio to stand out? Focus on messaging.

Your studio can become a local authority, synonymous with quality yoga. 

Your messaging will get you there…this strategy has worked for many well-known brands. Coca-Cola has even made themselves synonymous with Christmas. Not only are they recognized around the world, but when we think of a polar bear it’s often Coca-Cola and not melting ice caps that come to mind. That’s the power of messaging.

That didn’t just happen for Coke. Brand recognition didn’t just fall into their laps. It took years of messaging and marketing to get them to the forefront of everyone’s mind. But, don’t let that discourage you. The good news is you don’t have to create a globally recognized brand like Coca-Cola, at least not when you’re starting out.

You just need recognition in your own market. When a local mother standing in her kitchen realizes her shoulders are tight her first thought should be “I need to destress and loosen these muscles”. Her second thought should be, “I should book a class at *insert your yoga studio here*”.

When people in your community know who you are, what you do and what benefits you’ll provide them they will flock to your doors. Set yourself up as an expert in your signature style of yoga, meditation or whatever makes your studio unique. Make sure the people you serve know what to expect when they visit and why you’re different from your competition.

After a while, your competition won’t even exist in their minds. Any mention of yoga in your town will make people think of you. Be different early and often, so you stand out. Find your sweet spot and use it to set your studio apart in your community.

You’ve settled on your brand identity. But, how do you let everyone know? Messaging. 

This is where consistency and content domination come in. People need to know about your studio and what you’re doing. You have to interact with them, and the best way to do this is with content. Create quality content that adds value to your students’ (and potential students’) lives.

Creating content can seem daunting. Where do you even start? The first thing to realize is your content must be quality content – something that’s usable, actionable and strong. 

It’s not always easy to think through what your audience wants and create it for them. The good news is it’s hard for everyone. From the biggest brand names to the smallest mom-and-pop shops, creating quality content is hard for everyone. It’s one thing that levels the playing field.

Ready to get started? Here’s what I recommend. 

START WITH THE BASICS. Yoga is pretty mainstream now, so you don’t need to explain yoga to people. But, lots of people in your town are probably still unclear on its benefits. What do your students get from the type of yoga you offer? Why should people practice yoga (and check out your studio) instead of doing other forms of movement? What makes your yoga studio special?

Competition is high and income is low, so people often choose based on convenience and price. That’s our normal default decision making, but we are willing to make better decisions when we have more information. Your job is to give potential students the info they need to make good choices. 

Who among us isn’t willing to go an extra 10 blocks and pay four times as much for good coffee? And just think of the arguments over what defines “good coffee.” We go to these lengths because we understand the value our favorite coffee offers.

Take charge of the conversation about your type of yoga. Teach people how to think about “good movement” and why YOUR STUDIO is worth the effort. 

THE NEXT STEP IS CONSISTENCY. You’ve provided high quality content and gotten new students through the door. That’s awesome! But it doesn’t stop there. In my experience it takes three to six months for people to become committed regulars.

During that time, they haven’t fully grasped what your studio is about. They haven’t  made up their minds or embraced your community. That’s why consistency is so key. Communicate your value to new students – -> heavily and frequently. Plant those seeds and water them so they clearly understand what you do and why you do it. That’s how you take them out of the intro offer and into membership.

Clearly defined messaging brings new people into your yoga studio and keeps them there for the long haul. 

Once people in your community know who you are and what you do, your classes will fill up. Your retention rates will increase. People in your town will even become brand evangelists for you… bringing new people in your doors. All this goodness starts with clear messaging and content domination. So, get busy! 

Unsure what your messaging should be and how to create great content to promote your studio and make your brand memorable? Hop on a FREE Strategy Session with me. Let’s talk about how you can use content to keep your classes filled and build the amazingly successful studio of your dreams. 

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Studio success starts with vision!

Studio success starts with vision! 

Think about this — > Most people don’t start out on a road trip unless they know where they’re headed. Sure, the route might change because of construction or a traffic jam, but we don’t set out for San Francisco and end up in Boston. We start out with a clear vision of where we’re going, and we get there. The same is true for your studio.  

Without a clear vision, you just end up lost somewhere you never wanted to go. Maybe you add a little boutique and start selling clothes… and then jewelry… and then you start offering drinks too. Suddenly you find yourself running a juice bar with some yoga classes on the side, instead of the studio you want.

You strayed away from your vision and got lost and confused, and so did your students.

When I put it in simple terms like this, it seems easy to know what went wrong. But when this drift happens over a year – or five – it’s harder to see. How do you keep your studio focused and moving forward in the direction you want to go?

Everything must come back to your core vision.

Your vision is what your studio will be like when it is most successful. No dream is too big here. Make it audacious and bold. It’s your description of the mountain peak and the gorgeous view… not a set of action steps or how you plan to hike there. 

Don’t aim low with this vision either, it’s a mountain-top view not some nice landscaping in your backyard. And guess what – -> The way it’s written matters.

Create space for yourself to define your vision. Meditate on it in the morning or before bed every day for a week or two. Write down your thoughts. Explore your intuition. Gather your dreams. 

We often think about the future, but it never becomes a powerful vision statement we can use. Time to fix that for your studio! 

Block out time – an afternoon or even a weekend – to turn your ideas into a statement that really gets you excited. Creating time and space away from the studio is key for most people. A fresh location, free of distractions will make the process easier.

Tips for writing your vision statement:

  1. The vision statement is futuristic, audacious, and must be a destination. 
  2. Write it in the present tense, as if it is somewhere you have already arrived.

You’ll know your vision statement is ready if reading it gets you amped up! If you’re not amped up reading it, no one else will get excited. Make your vision so powerful that your team, your partner – and anyone you talk – can’t help but get excited when they hear it! Make your vision inspiring and empowering – something people can get behind and believe in.

You have a clear vision. Start acting that way today!

Once you have a vision for your studio, look at it regularly. Make sure what you’re doing will take you to your vision. After all, there is no point in heading east if you’re trying to get to San Francisco.

There are a million things you CAN do in your business. The key is to do the things that really matter AND do them really well! You have to stay focused to move the needle and get the insanely profitable studio you want. Remember, you can always circle back to the others later.

Define your goals in light of your big-picture vision.

Now that you know what the view is from your mountain top it’s time to talk about hiking there. Start with a five-year target. This is a specific, measurable long-term target. It should get you excited for the future and maybe make you feel a little uncomfortable.

Examples could be $750,000 in annual revenue, a month of personal vacation time a year, a fully staffed front desk team or a 35-hour work week. 

Make a bullet list of what goals are important to you and make sure they line up with your vision for your studio.

Break your target down into a 3-year plan and a 1-year plan. Notice these aren’t targets or a vision anymore. These are specific, dated goals dialed down to help you reach your 5-year target. Can you feel your vision becoming more and more attainable? I can.

Part of your 1-year plan is choosing the 3-7 priorities that will keep you on track to reach your 3-year goals. Then define what success will look like. You need to pick a statistic, feedback or measure that will determine if you’ve met those goals. You need to be able to look at things objectively and know exactly when you’ve been successful in meeting these goals.

Get ultra-clear on your priorities. This is what will keep you on track. Look at your 1-year plan and your vision statement often. They will keep you amped up about moving your business forward and give you the energy you need to get where you’re going!

You can have a thriving, successful yoga studio and make enormous strides in just a year. I’ve seen it happen in our Yogapreneur Collective time after time. All you need is a clear vision, priorities to keep you on track and the drive to make it happen.

Struggling to lock in a powerful vision for your studio? Finding it tough to translate your vision into measurable goals? Grab a seat at the next FREE Strategy Session! I’m here to help you get unstuck and set your studio on a course for real success! 

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How to build an insanely successful yoga studio in 2020

How to build an insanely successful yoga studio in 2020

As we enter 2020, for the first time in history there are more yoga studios closing than there are opening.

Yoga is more popular, and more accessible than ever. People can view thousands of yoga videos online for free, not to mention competition from local gyms and other brick-and-mortars. The market is changing fast, and you don’t want your studio to be left behind. It’s important to set yourself apart and get on track right away.

I’ve worked with hundreds of studio owners to give them the training and resources that they need to run an insanely profitable studio that changes more lives and have a personal life at the same time. I know what it takes to make YOUR studio succeed. 

Ready? This is my plan to make 2020 your studio’s break out year!

Make yoga and your studio synonymous in your community. 

With all the competition out there, you need to become your community’s go-to for yoga. To do that, you need brand recognition. When you create a brand around your studio and set yourself up as an expert you will have loyal students who show up to class after class.

What is brand recognition? It’s a measure of how often people think of your business and how memorable you are in your market. Without brand recognition you’re operating your studio like an airline. Here’s what I mean… 

When you or I decide to fly somewhere we don’t head over to our favorite airline’s website and book a flight. We usually don’t even have a particular airline in mind. It doesn’t really even matter to us which airline we choose, most of us can’t even name them all in under a minute. 

To book our flight, we go to a third part site where we put in our information and pick the flight that’s cheapest and most convenient. Why? Because most airlines aren’t successfully establishing a brand. All they have are a few colors, a logo, and a plane. They compete based on convenience and price. Believe me, this is a race to the bottom that you don’t want any part of. That’s why you need to build brand recognition. 

So how do you create a brand around your studio and set yourself apart in the minds of your potential students? With a curated experience and high-value content.

Interaction and engagement are your most important metrics. Over this year, your potential clients should receive enough high-value content from you that they recognize you as an expert in the yoga market. When they think “I should really do more yoga” they should immediately think of your studio – and your brand and the experience your studio offers.

For the potential client in your community, yoga IS your studio. This is your goal. 

That’s what high-value content can do for your brand. Automation can handle your distribution… but you’re the only one who can create new content. It’s a great equalizer between a smaller mom-and-pop business and a big corporation.

How do you create new content consistently? I recommend using the batching method and blocking out time once a month (or once a quarter) to get it done. On the first day record videos, then write blog posts and finally edit and schedule everything to distribute. 

After a few batching sessions, you’ll have a storehouse of content that never goes bad.  You can recycle it or atomize it into smaller parts and redistribute it again and again.

Curate their yoga experience.

Yoga is more accessible than ever. I could pull up an online class with any of a hundred instructors right now for free. In the summer there is probably yoga in the park in your community and at least one big gym with a $5 drop in the price of a class. With competition like that, what is going to get students into your studio instead?

For me, as a student, to make the decision to get my butt off the couch, drive across town, find a parking spot and make it into your yoga studio on time for a class is a big action. I need to be properly motivated. 

The fact that I even showed up means I’m looking for more than some stretching postures in a room with a bunch of other sweaty people. I’m looking for a yoga experience. Your business says “yoga studio” above the door so I’m assuming you can give it to me.You better not disappoint! 

Why do students come to YOU? I can tell you right now, they don’t come to get ignored. My #1 tip to studio owners is this – -> any student coming to you wants specific attention.

If a student just wanted to see someone demonstrate a posture at the front of a room, they would go to an online course. They come to your studio because they want someone to talk to them and make them feel special. They want to get help during class, get a greeting and a goodbye, and have you learn their name. They want personal interaction. 

Your students also want an environment in line with your brand. You need to curate a yoga experience for everyone who walks into your studio down to the smallest details… with the understanding that everyone takes in the entire environment.

The lighting, smell, sound, touch and look of your studio are all important and within your control. Make sure your studio smells good and sounds relaxing. Create a high-quality feeling, and a studio that looks nice and is consistent.

You want your students to know what to expect so they can build loyalty and enthusiastically invite their friends. You want to keep them coming back again and again.

Get your staff on board with your brand. 

Your staff are key to the yoga experience of your students and the reputation of your brand. One of the biggest pitfalls and frustrations that any yoga studio owner has is staff management. It’s the hidden job you didn’t realize you signed up for when you started a yoga studio. Yet, it’s exceedingly important and ties into everything you do.

Think about this for a second. What is the product you’re offering at your yoga studio? You might say it’s your yoga classes or your environment, but the truth is it’s not. These are part of the puzzle, but in the end your yoga instructors are the product. They’re the ones helping your students move their bodies, clear their minds and feel good in the environment. They build the personal interactions your students crave. 

Your ability to structure your staff and get them on the same page – and delivering the curated experience you envision – is more important than ever. If you ignore this, you’re leaving room for your instructors to develop their own personal brand instead of yours –  meaning your students will be loyal to them, rather than your studio.

Yoga teachers have struggled to make a living for way too long and they’re trying to take back power through self-promotion. Often, they don’t believe in the studio to the point that they would go to bat for your brand. Convincing them of your vision makes a huge difference in your profitability.

How do you do this? Emphasize why the studio exists and why it’s important. Share what you’re doing this for and how they tie in to your vision. (Hint, you’re doing this for the students.) Enthusiastic staff – from the front desk to the classes – will take your studio to the next level.

Keep track of your data

We are currently in the Era of Marketing, which means your ability to communicate the value of your product is actually more important than what your product is itself. That ties into the ideas of content domination, brand creation and putting high-value content out there.

Where are we going next? The Era of Data.

In 2019, data surpassed the value of oil for the first time as the most valuable commodity on the planet. What we’ll see in the next 3-5 years is more and more power for anyone who controls data. They will be able to make informed decisions and react in real time to what is happening in the market.

As a yoga studio, you’re routinely collecting data from your students when they register and interact with you. It’s important to keep all that data in your control so you can readily make good decisions based on it. Occasional downloads of your entire MindBody list to Excel is a good practice. (Tip: You can do it from the mailing list report.)

But there’s more…  When you hire a third-party to do advertising on Facebook or another platform, they gather metrics for how successful different types of ads were, what the click-throughs are and other details and data. Too often, they don’t give that data to you. They continue controlling it and understand what types of ads are successful –  rather than you – which means you’re at a loss without them. In my experience, any advertiser worth their salt should give you access to this data. So be sure to ask about this before you hire, and collect this data after you start working with an advertiser. You’ll be glad you did! 

Take it in stride

As we head into 2020 it’s really easy to look at these challenges and how quickly the market is changing and get overwhelmed. Keep in mind that although there are more yoga studios closing than opening there are also more yoga studios that are hyper successful than ever before.

More than 10 members in our group have grown their business by over 100K in 2019 – and many have doubled the size of their autopay. We have member studios that are moving from single locations to multi-location because of their success. There is opportunity in this market… you just need to grab it! 

For more information on my predictions for 2020 check out my How to KILL it in 2020 – The Business of Yoga video!

An insanely profitable 2020 is available for you too! Looking to maximize profitability and change more lives? Check out our Yogapreneur Accelerator program. You’ll get the guidance you need to build momentum with 1:1 coaching that cuts through the confusion to focus on exactly what will make your studio successful.

Get started by booking your Free Strategy Session today!

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