Lessons from a Studio Owner
I took up yoga whilst at university studying economics and management. If you’d told 18-year-old me that six months after graduation I’d have my own yoga studio, I certainly wouldn’t have believed you.
It’s been a tough journey to where we are now. From delays with planning permissions (causing us to nearly lose our space) to problems with the heaters (for hot yoga) being delivered, we had to continually innovate solutions to overcome obstacles. Like fitting our new heaters into the studio at 10 pm the night before our opening day.
As a result of delays, we had to push back our opening to November, which is not the best time to be starting in the fitness industry. When we started, attendance was very quiet. I was filled with doubts and worried that I’d made a big mistake.
After opening, we were still on a steep learning curve. I had to learn a lot of new things, like creating my own website, marketing to get people through the doors, electrical wiring, just to name a few! We also weathered some literal storms as well, like storm Emma (AKA The Beast from the East!).
At first, I took it to heart when students didn’t come back. The financial questions were always running in my head, and self-doubt was creeping in.
If you are a new studio owner, you have to get comfortable being out of your comfort zone (like when no one shows up!). You also have to find ways to spread the word. To get some initial buzz, I took out an ad in the local paper, created flyers, created social profiles on Facebook and Instagram and signed with a digital marketing agency to provide SEO and PPC services on a monthly basis. Social Media and the agency probably had the biggest impact. After we survived our quiet period, we hit the New Year. As the new year’s resolutions kicked in, word of mouth began to spread.
Fast forward to today, and Firefly Yoga has been open for just under two years now and business is growing strong. I wouldn’t change the journey getting here for the world and feel like I have the best job in the world.
One of the things that I credit our success to is that we have focused on building community.
Here’s what helped me get here.
1. Create a warm and welcoming environment
The vibe of your studio is so important. At Firefly Yoga, we have soft lighting and padded flooring, which creates a relaxed and comfortable environment. Because we are a hot studio, I can always keep the studio nice and cosy on a winter’s day. Creating a relaxing, homey environment will allow your students to feel comfortable and welcome.
And you must keep your studio clean and tidy. If you are a smaller studio working on your own, then create tidy up routine that you do every day once the last class has finished. Teaching your students to help pack their own props is also helpful.
2. Separate your yoga and check-in space
Having a check in area separate from your class space provides a general meeting point where students can meet, talk, and connect before classes. It gives your students a place to speak more freely, whether it’s about me, other classes they enjoy, or just general life stuff. I always open up 30-45 minutes before my classes start to allow my students this time to chill and chat with each other.
It’s great seeing them all talking to each other, I always feel guilty when I have to shush them so we can start!
3. Create a relaxed class atmosphere
While I know it won’t be for all teachers, allowing for a relaxed, casual, and non-judgmental class atmosphere feels very authentic to me and helps create a feeling of connection. I don’t require silence while we practice; instead, I encourage students to ask questions throughout the class rather than waiting until the end. We also laugh while we practice.
This laid-back atmosphere allows students to be themselves. (It’s great because I can be myself as well!) Once you have that trust and feeling of community, it allows the group to really connect with one another.
4. Show off your community!
Again, this may not be for everyone, and it will depend if your students would be up for a bit of fun!
We recently held our first Real Yogis photoshoot. This was a great day that strengthened and built new relationships with my students.
Students volunteered to come in for an hour and be part of the photoshoot. (Make sure to get their written approval!) We did some yoga poses, had some photos taken and then finished with tea and cupcakes.
I’ve now got these photos all over my website and will be able to share them on social media. It’s great to have your own images as well rather than stock ones. When the people who come to the studio see themselves on social media, I think it makes them feel even more a part of the studio.
5. Organize Events
A great way to solidify your community is to build relationships outside of the studio. Both yoga and non-yoga events are a great way for students to enjoy spending time with their yoga friends in a different setting.
I recently held our first Firefly Yoga retreat, with the intention of providing a new experience for students and build on our studio relationships. As it was our first ever retreat I offered it at cost price for the students. They were my yoga retreat guinea pigs!
To minimize our risk, I chose a venue with a good sized function room for the yoga and lots of different sized properties for people to stay in. This allowed us to build up numbers of attendees slowly. It also meant we didn’t need to fill a say 30 person property to be able to go.
The retreat helped solidify existing relationships and create new ones between students who went to different classes. It was also quite the talk of my classes for the next week after we got back, and created conversation with about where the next one was going to be!
I also organized a Firefly Yoga Christmas meal last December which was a great success and a really nice opportunity to get to know people better. Other options could be pot luck dinners or post-class gatherings: whatever works for your community.
6. Learn your students’ names
This sounds simple, but it goes a long way! I see around 250 students a week and take pride in the fact that I know all their names. Not to say I don’t occasionally have mind blanks like everyone else! This makes them feel special and appreciated, and who doesn’t want that?!
7. Take an interest in your students as people
Take an interest in what your students tell you about themselves.
If they tell you about an upcoming holiday, ask them how it was when they get back. It can sometimes be hard to keep track of everyone’s movements, but when you have regulars you’ll start to notice when they aren’t around. Even casually asking, “Oh, I didn’t see you last week, have you been away, is everything alright?” will open the door to conversation and show them that you care.
I may not always remember the exact location they have been on holiday for example, but bringing it up will still show that I’m taking an interest in their lives outside the studio and helps them feel valued.
A caveat: you will also have students who seem to prefer not sharing about their lives, in which case I don’t pry.
8. Be relatable
Last but not least, be relatable.
Just as students wil share snippets of their lives with you, share a bit of your life with them. For example, I recently shared some pictures of my wedding on the studio Facebook page. If I have a weekend off, I always share what I’ll be up while the studio is closed. I make sure to show that I a real person too. For example, I’ll share blooper videos of myself practicing poses that didn’t quite go as planned!
By being relatable, I help us all to relate from a human – rather than just transactional – space, which helps to foster connection.
Good Luck!
I hope you find these tips useful and inspiring. If you use any of the ideas, I would love to hear how it went! If you have any other ideas. please share them in the comments below.