The Business of Yoga

The Business of Yoga is becoming more complicated and competitive. Especially subsequent to Covid, the business model has shifted and so have the expecatitions of your students. 

What you learn in your Yoga Teacher training courses prepares you to become a competent Yoga teacher. However it doesn’t always prepare you for the business of Yoga.

Like it or not, making money is an important and equally essential part of a Yoga teachers journey.

The majority of revenue is generated from Yoga classes. With around 14% coming from Yoga merchandise and another 15% from Teacher training accreditation courses.

How to make this seem less overwhelming and how to best position yourself in the business of Yoga?

1. What is your vision?

What does success look like to you? Is it owning your own studio or making a difference to people's lives? By answering these seemingly simple questions, it becomes easier to funnel and streamline the steps you will need to take.

What is your end goal? If success is owning your own studio, what is your end goal? Do you want to still be teaching six classes a day or managing more of the admin and operational side of things?

How do you want to ‘position’ yourself? Do you want to create a niche offering? Do you want to rotate between different studios or only offer private classes?

In line with that, what can you offer? What is your preferred teaching style and what additional styles are you able to teach? Are you willing to work weekends? Early mornings? Many teachers have to start with subbing before getting regular time slots.

2. Do you have a unique message?

In Yoga we see more and more that teachers share their own narrative. How Yoga changed their life, be it depression, anxiety, PTSD. Or perhaps a more unexpected journey. People gravitate to authenticity. This doesn’t mean you have to share your wounds, or the opposite that if you had a wonderful childhood you can’t teach Yoga. What it means to me, is basically cut the crap. Be yourself, be humble, be unique and as transparent as possible.

3. Managing your income streams can be tricky.

There is a lot to consider. Invoicing systems, indemnity forms, provisional Tax, managing multiple income streams. Never mind how to determine your hourly rate. Avoid negating travel time, prep time for classes, hours spent building workshop content etc.

Learn to accept that your income will be erratic. Be upfront with students about your cancellation policy.

Always do your sums! Know what your monthly expenses are and how much time you need to sell to cover them.

In your budget don’t forget to include your own continued learning as an anticipated expense.

4. Start Up costs will be different depending on your vision and mission.

They will be considerably less if you choose to stay a freelance teacher vs studio start up costs.

Both will require developing the art of negotiating. Whether it is lease agreements, sub letting options, the hourly rate you are willing to work for or compensation. Negotiating is a huge part of any business.

If you are unsure, use accountants, lawyers and marketing experts to help you get started. It will be money well spent.

5. When it comes to business with friends, keep things professional.

Always have a contract in writing. It’s a tricky business managing expectations and different work ethics. To avoid things going sour and to maintain clarity, put it in writing from the start!

6. Create lasting relationships with suppliers.

The industry is small and you are only as reliable as your reputation. Don’t be that Yogi that pays suppliers late.

7. Build an online offering 

Selling time quickly reaches a ceiling. There are only so many hours in a day you can work. Physically we all have different limits. Building an online hub, be it merchandise, skype/zoom sessions, email series, in my opinion, is your best long-term option for a passive income stream.

8. My biggest lessons in the Business of Yoga

• You come first

• Self Practice will help manage your energy levels and keep you free from injuries

• Build a community and a ‘following’

• Don’t try to be good at everything

• Networking is essential

• “Burn out” is real

• Email lists are more important than ‘likes’

• Develop a Higher priced offering

• Learn to ask for help

• Passive income streams are essential

• Keep learning

• Support & Engage with fellow Yoga teachers

The benefits of signing up with Yisani 

• Save the expense and capital outlay of building your own website 

• Join an existing community of like minded practitioners 

• Free up time for yourself practice or continued learning by not having to self manage your bookings 

• Offer competitive rates and loyalty incentives 

• Give your students easy accessibility and user friendly options for bookings 

• Submit your own content to be published online