Also keep in mind that you can incorporate yoga, even yoga asana, into different aspects of your daily routine.  For example when you are out walking simple arm stretches or even lunges can be done, or choosing to sit on the floor in butterfly or another hip opener can be great. 

I have also found that going to a class myself at least once a week can be very inspiring.  Choose a teacher that you can learn from and stick with a schedule, giving yourself this time to rejuvenate. 

Lastly fitting in your own personal practise may mean you need to shift something in your life around and make some new choices.  Often getting up early, even when this is difficult, can provide the extra hour needed to get in a daily practise without distractions.

For a yoga studio, Summer can be a hard time.  A number of my private clients have asked me Al, how do I deal with business slowing down during the Summer?  People are going on vacation, and even wanting to cancel auto-renew.  What can I do?Ӕ The good news is, with the right approach, Summer can actually be a moderately good season, and most importantly, one that leads to a very good Fall.

But, its important to know the hidden consequences of the Summer season in order to prevent them effectively.  By understanding the big picture, we can make Summer a decent season.  So, hereҒs the deal.  Summer has the obvious problem where people go away or somehow change their regular routine.  As a result, they stop coming to your studio during this time.  Consequently, you lose revenue.  But this isnt the worst part.  The real concern is that even after many of these people come home and resume their regular lifestyle, they wonҒt come back!  Youll be stuck in the Fall, needing to re-build part of your student base because people broke their routine. 

Remember, each time someone has to decide again whether to come to your studio, there is an opportunity to lose them as a student.  This doesnҒt serve their yoga practice, and it doesnt serve you financially (or philosophically).  If someone is on auto-renew (I hope you all have an auto-renew program by now!), they may cancel it with the genuine belief that they will resume in the Fall.  But when September rolls around, they are so busy with other stuff, they just donҒt get back to it.  Has this kind of thing ever happened to you? 

So here is the solution.  We have two main goals.  First, we want to keep students during the Summer to generate at least some revenue.  Second (and most importantly), we need to retain students through the Fall.  The technique I find most effective for this is to offer a great 3-month deal to students that takes them through the Summer.  For a monthly unlimited membership, what this might look like is, Three months for the price of two!Ӕ or $200 for the whole Summer!Ӕ The key is, it must carry them through to the beginning of Sepetember (and then revert to the regular price), usually, its June, July and August.  Now, you might be thinking ғCome on Al, I cant do a monthly unlimited for $66 a month.Ҕ The key is to remember that many of these students would otherwise have taken the time off and you wouldnt have made the money anyway.  Plus, this way, they will be back in the Fall.

You wonҒt need to worry about them re-considering whether to practice yoga regularly, or even considering another studio.  Another aspect of this approach is that while other studios may be struggling during the Summer with special discounts for one month or just a class card, you will in fact be attracting new students who cant resist such a great deal.  And, guess what studio these new students will continue at when September rolls around?  At regular price none the less.  Next, letҒs look at how to make things even better. 

Remember the essential rule of being the boss.  You make the rules AND, you reserve the right to make exceptions any time you see fit.  And No,Ӕ you dont need to let people know in advance that you sometimes make exceptions to any given rule.  This means that if you have individual students with special circumstances, you can give them whatever offer you please to make it a win-win situation for both of you.  LetҒs look at an example.

A student walks into the studio and tells you shell be away for most of July and August, and she wants to cancel her monthly unlimited auto-renew.  You tell her about your ғThree months for the price of two special, but she points out, sheԒll only be around for one month.  Now at this point, remember that from a business perspective, your goal with this student is not so much to make money during the Summer as it is to be sure she comes back in the Fall.  So, you tell her you understand her situation, and you really want it to work for her so you are willing to give her three months for the price of one.  This way, she can use the studio even if shes back in town for just a few days between her Summer trips.  The bottom line is, we never want to lose a student just because they are away for a brief period.  Remember, if you are paying teacher per head, it doesnҒt cost you anything if a student doesnt show up.

Now, there is even more we can do during Summer.  WeҒve just talked about how to keep from losing students, and also maybe getting some new ones.  But if you read my newsletters, Im hoping that you are someone who plays life to win, and not simply to avoid losing (think about this for a minute Җ they are very different).  Summer is a time when many people try new things.  New diets, new fitness programs, and yes, decide to try yoga.  Its a time to hit promotions hard.

Here is a sample strategy.  Give a free yoga day.  Since itҒs free, you can promote it for free in local papers, on the radio and even on local TV news.  Contact each medias main phone number and tell them that you want them to do a ғPSA (Public Service Announcement) for a free community event.  Also, two days prior to the event, notify their newsroom and ask them if they will send a news team out to cover the event (Yes, your studio is entirely worthy of being covered by the news Ԗ try it first, then tell me what you think).  Now, here is the key.  At the end of every free class, have the teacher spend five minutes thanking people for coming, and then giving them a special discount if they sign up before they leave.  Offer them a HUGE discount, like one month of unlimited yoga for $40 (See the Yoga Works interview in the Super Studios Manual for details about this http://www.centeredbusiness.com/superstudios.htm).

The goal is to get them coming to your studio and liking it.  After their first month, you transition them to a regular price program.  Its not about what you can earn this month so much as what you can earn in the future, month after month after month.  By the way, teachers will often volunteer their time for free yoga days, since if the studio gets more students they will make more (if they are paid per head).

There are many more strategies and techniques - this is a summary of just one.  If youҒre interested in more, the Home Study Studio Success Course (see http://www.centeredbusiness.com/homestudy.htm) has many of them.  But for now your goal is to keep your students through Summer.  Remember, youre the boss.  Change and revise what weҒve talked about here to fit your situation.  Just keep your outcome in mind.  My best wishes to you for a happy and successful Summer.

Namast,
Coach Al Lipper

P.S. Please let me know what you think of this article. What other studio business topics would you like to learn more about in the future?  You may email me at: coach@CenteredBusiness.com

About Coach Al:
Al Lipper is a master business coach, business teacher and writer.  For free resources on running a yoga studio as a successful and fun business, visit http://www.CenteredBusiness.com.

But in most cities businesses have a much easier time.  In most areas, the clientele donҒt change a lot during the year.  However, we can learn a great deal from carefully considering the type of student or customer we are serving.  You see, what classes you offer should not be based on what you are interested in or what you like to teach, it should depend almost entirely on what your potential students want or need.  Most studio owners believe that if they do a good job at teaching their classes, people will learn of their studio and business will increase.  In reality, this works on rare occasion.  The truth is that many studios struggle because the classes they offer are only valued by a small number of people out there, and if they offered (and effectively marketed) other classes, they would have many more students.

There are two things every business must do in order to be successful:
1.You must provide products and services in line with the companys vision or mission.
2.You must make money (or you will not be able to do #1 for very long)

Most often, studio owners ask me questions about #2, so IҒll assume you have the first one handled pretty well.  So, heres the deal.  We must figure out what kind of yoga is really of value to the people in the community.  There are four simple steps to achieving #2 successfully:
1.Find out what people want
2.Get it (or create it)
3.Let them know you have it
4.Give it to them

Most studios fail to ғFind out what they want.  Think about the restaurants I talked about earlier.  If you are serving food to college students, you know that their top two desires are low prices and hanging out with friends.  The most successful college restaurants offer students discounts and also have student parties, beer nights, ԓstudy break specials, etc.  They circulate coupons around campus and sponsor college clubs (to gain loyalty from members).

Now letԒs take this concept to your studio.  What are the primary groupsӔ in your community, and what is important to them.  For example, if you are in an upscale retirement community, you may want to offer gentle yoga for seniors.  But call it Staying in shape over 60Ӕ or Fitness for the Golden Years.Ӕ Give a free class for seniors.  Promote it through the local senior center and senior publications (even give one at the senior center).  At the end, give seniors the opportunity to sign up for a 4-session workshop just for folks their age.  Have tea and cookies afterwards.  Create what I call The Exceptional Experience.Ӕ (Note, if you have the Home Study Studio Success Program, this is covered in more detail in Session #4.  See http://www.centeredbusiness.com/homestudy.htm)

Remember, these are people who would have had no interest in yoga before.  They are only there because it would serve some need of theirs (staying in shape, improved flexibility, reduced joint pain, etc.) Be sure that you focus on promoting these needs.  The fact that it is yoga is of very little interest to them (please, dont take this personally, they just donҒt know anything about it yet).  Weve just looked at an example of offering gentle yoga to seniors, but weҒre packaging and presenting it in a way that lets them see how it will benefit them personally.

Now letҒs attract many different kinds of students.  First, we need to pick the group to target (make sure there are a lot of them).  If you live in a community with lots of kids, then pre and post-natal are great (be sure to offer child care during classes team up with the daycare center around the corner if you need to).  Remember, it֒s not pre-natal yogaӔ that you want to offer.  What these people really want is Easier Childbirth YogaӔ or Natural Childbirth Yoga.Ӕ Be sure to explain what the class is when you promote it: Many women have had easier, less painful, natural birthing experiences by having practiced yoga just twice a week.  Come experience a no-cost introductory workshop.  No prior yoga experience needed.Ӕ

This same idea applies to anything from Yoga for Rock ClimbersӔ to Losing Weight for Summer with Yoga.Ӕ Pick your niche.  Describe it in language that appeals to the people youre targeting (keep it informal and down to earth).  Then promote it directly to these people.  If itҒs for rock climbers, go to a local climbing club meeting and arrange a business alliance with the local climbers equipment store and also the climbing gym.  For weight loss, youҒll find your potential students at Weight Watchers, Overeaters Anonymous meetings, plus size stores, etc.  (If you have the Home Study Studio Success Program, review session #7 for more details on implementing this.  See http://www.centeredbusiness.com/homestudy.htm)

The key is to pick a niche that already exists in your community, identify a problem or need of theirs that yoga can help with, let them know you can solve this problem and finally give them a class they can try out.  ItҒs pretty straightforward, but does take some effort to implement.  Many studios, not to mention other businesses, have used this formula with great success.  Best of luck until next month.

Namast,
Coach Al Lipper

P.S. Please let me know what other studio business topics would you like to learn more about in the future?  Most of my articles come from reader and client questions.  You may email me at: coach@CenteredBusiness.com

About Coach Al:
Al Lipper is a master business coach, business teacher and writer.  For free resources on running a yoga studio as a successful and fun business, visit http://www.CenteredBusiness.com.

Responding to inquiries like this is one of the hard parts of what I do. You see, I like to see people happy, and it is really fun to see them excited about creating a successful studio. So, here’s the hard part. I’ve worked with numerous studios over the years and have a pretty good feel for what it takes to make a studio succeed. Unfortunately, many of the excited happy people who come to me for advice don’t have some pretty critical pieces of what it will take in place AND they don’t believe they need them (In a minute, I’ll tell you what I usually share with them, but first the rest of the story).

“My studio will be different!” they say, then go on to explain why they don’t need anything other than what they have. If they don’t seem open, I usually don’t have the heart to tell them that this is exactly what most of the other studio owners in their position who have ended up closing their doors for good once explained. Like I said, this is a hard part of my work. But on the bright side, a lot of them do listen with an open mind. And while they have to work extra and learn new stuff, they get through it and create a studio that really does grow and flourish. Don’t get me wrong, it is hard work, but it does truly pay off.

So here is an inquiry I recently got. The email was from three teachers who were so passionate about yoga, they decided that they wanted to open their own studio to share their vision with the world in their own unique way. They talked about the styles of yoga they could teach, years of experience, who they each learned from and what classes their studio would offer.

“If you want to bake cookies, go home to your kitchen and bake.” This is what a wise friend and experienced bakery owner told a woman who loved baking so much she wanted to open her own bakery. You see, running a bakery (or yoga studio for that matter) has very little to do with the product or service you are offering. Most studio owners open a studio for the same reasons the three teachers I just mentioned did – To teach and practice yoga. A noble endeavor to be sure, but not nearly enough to open a studio.

A studio is just a business that happens to offer yoga classes as a service. It is not a collection of yoga classes that happens to need some business stuff going on in the background. If I’ve offended you with this remark, my apologies. Like I said, this is the hard part of what I do. It’s so sad for me to pick up the phone and listen to a studio owner tell how she is $40,000 in debt and can’t borrow any more money, and she doesn’t think she can even pay rent this month. She goes on to tell how as she walks from her car to her studio each morning, that with every step her heart sinks and her throat tightens. What was once her dream now feels like a prison. She wants to know if I can help. I hear too many of these stories.

I would rather make someone mad and discouraged now than to see them go through this. And what’s worse is that yoga is never the same for them after that. Their spark and passion is gone. The good news is, it doesn’t have to be this way. If you know the right things, you are so much further along than if you don’t.

What do I think it takes to run a successful studio? If you are willing to spend a lot of time doing financial management, marketing, sales, internet marketing, hiring (and firing), managing teachers and staff, calculating price structures, creating ongoing promotions, advertising, dealing with happy students and angry students, working long hours, doing janitorial work, filing papers and eventually marveling at the amazing studio you have created, then starting a studio might be for you. You may include “Teaching yoga” in the list, but it is not required – many successful studio owners teach only the classes they really like, and some none at all.

Over three-quarters of new studios will fail in less than three years. What you don’t know can hurt you. It takes more than just passion and a vision to make a studio successful (though these qualities are essential too!) This reminds me of a teenager, who had recently learned to drive, going on a long trip across Nevada . You see, in Nevada , you can easily drive 100 miles without seeing another car, let alone passing a gas station. He’s so excited about his first driving trip with a friend – he has been waiting all month and the day has finally arrived. He thinks he just needs to get in the car and go. His mother ask “How much gas do you have?” He says “a quarter tank.” She asks “How far can you go before you need to fill up again?” He says “I’m not sure…if I need gas, I’ll stop.” She knows that if his car gets 20 miles to the gallon, the quarter tank he has (about 3 gallons) will get him 60 miles. He needs to go over 100 miles before another chance to fill up comes along.

Notice that he has all the passion in the world , but my guess is that his lack of information (how far a quarter tank of gas will go) is going to leave him stranded in the Mojave desert . The same is true in starting a studio. There are some fundamental things you need to do, like having enough money to operate for months or years before making a profit, or knowing a good deal about marketing and advertising.

Back to the three teachers who called me , I told them this. I also suggested they download the free “Top Ten Things to Consider When Starting a Yoga Studio” ( http://www.centeredbusiness.com/freestuff.htm ) guide from my website and read it, asking themselves how they have addressed each issue described. Next, I suggested they read a book called “The E-myth revisited” by Michael Gerber. And finally, I asked them to each write down why they wanted to open a yoga studio. If they just wanted to teach yoga, then they would probably be happier as teachers.

If you really want to open a studio, take one for a test-drive. Go to a studio that you like, AND which seems to be reasonably successful, and tell the owner you want to volunteer to help with the business side of things (no teaching yoga!) Deal with processing class cards, calling people who no longer come to the studio, coordinating and advertising promotional events, marketing, advertising and more marketing, dealing with student records and teacher schedules, and whatever else they let you do. Try this for 8-12 hours a week, for 3 months. Do it more often, if you can. Then decide if you want to start your own studio. If you do, then you have probably quadrupled your chances of success. If you can’t make that kind of time investment, go through my “Home Study Yoga Studio Success Course” ( see right sidebar or http://www.centeredbusiness.com/homestudy.htm ) to get a good idea of what you’ll need to do on the business side of things. (Or at the very least, get a book from the library on running a small business.) Just do something to get an understanding of what you will really be doing day to day if you open a studio.

I was going to give a list of specific items to consider when opening a studio, but I think I’ve gone on for long enough already. Honestly, I’ve covered most of them in the free downloads and the Home Study Studio Success Program. These are great resources regardless of whether you are starting a new studio or already have one open.

I want to see you happy and successful. I am sorry if I disturbed or upset anyone with this somewhat blunt article. However, if running a studio is right for you, then you can probably tell because you are feeling open and interested in learning about the things I’ve discussed. If this is the case for you, then welcome to the world of studio ownership. It’s good to have you aboard. Keep in mind that even if a studio isn’t right for you today, someday it might be. Whatever you do, don’t give up on your dream!

Namast,
Coach Al Lipper

P.S. Please let me know what you think of this newsletter. What other topics would you like to learn more about in the future?

About Coach Al:
Al Lipper is a master business coach, business teacher and writer.  For free resources on running a yoga studio as a successful and fun business, visit http://www.CenteredBusiness.com.

I’m in the midst of an egoic struggle. I’m not living in my body - and not satisfied with the body i’m in. My body is tight and cranky. not supple and joyful.

Back on the mat today. I feel awkward. My legs stumpy, solid and unmoving like a pair of red cedars. Occasionally my wrist and rotator cuff throb (2 new injuries).

I bend into one knee while the other heel barely inches towards the floor. This used to make my heels connect with the earth - but today they’re skyward.

I am grateful for this challenge, for feeling my practice in my body as it is. While it frustrates me, it also gives me new insight into a tight body.

Conclusion = Asana is good, i feel this more than ever. It keeps me flowing and (for the most part) injury free. Laying on my mat i can feel the jumbles in my back melt into the floor.

Although we all experience all of these obstacles to some degree, usually one or a couple tend to predominate and pop up as trends or habits.  For myself, I find doubt in my choices as well as desires for other outcomes than the ones I currently have to be my most frequent traps.

I’ve found that the more I study the complexity and beauty that is yoga, the more my practice becomes an expansive, joyful celebration of gratitude for all I have. The focus of my practice has moved from putting more emphasis on external opinion and the need to work towards perfection in practice (or life!), to the allowance to do whatever I feel inspired to do at a given time, as long as I do it with integrity and awareness.

How about you? What are some of your obstacles and/or reasons for missing practice? Can you identify yourself in Patanjali’s list in your asana and in your daily life? How have you been moved to work with any of these obstacles?

According to Patanjali, awareness or ‘seeing’ and intentioned focus or ‘single pointedness’ are key to uncovering solutions to these obstacles. Now is a great opportunity to take a look!

Another image that you may find helpful is that your arms are like long straws. Combine this with the upward suction-cup pull - and voila - your wrists are no longer taking the brunt of your weight.

Try the following exercise. It has saved my wrists and strengthened my arms.

- Plant your hands

- Press your big knuckles, the root of each finger, into your mat (keep this engaged)

- Make sure the area between your thumb and index finger is not popping up

- Dig your fingertips into the ground like cats claws (keep this engaged)

- Lift the heels of your hands (the ‘hand’ portion of your wrist) off of the ground

- Slowly lower the heels of you hands back down, until they are hovering a few millimeters above the floor.

With your hands and wrists engaged, you should be able to slide an envelope under the heel of your hand. Wowwie! This will make plank & downward dog much more active and tiring.

This engagement will protect your wrists. Be sure to incorporate more rests and forearm stretches into your practice as you learn hasta bandha.

...hasta la vista carpal tunnel syndrome

The photo above shows an wrist friendly alternative to handstand. Keep in mind these yogis are practicing kick-ups. If this is new to you, practice with a spotter or a wall.

I have a student who recently had a large cyst removed from her ovary in major abdominal surgery and is doing Restorative once weekly with fabulous results in comfort, energy level, peace and calming.

There is great value in these supportive postures for reducing swelling, edema, muscle strain or pain and generally supporting a return to balance after such a major assault such as abdominal surgery.

The book, Rest and Renew by Judith Lasater is a good bet for home practice or hopefully one can get out to a class regularly.

On a more fundamental level, you may find yourself called to a particular path of yoga (ie. Kundalini, Ashtanga and Bhakti Yoga). 

To add to this mix of schools, many Western brands of yoga have evolved from their traditional Indian roots (ie. Anusara, Jivamukti and Power Yoga).

The different yoga schools simply adhere to different applications of inner discipline, all of which ultimately lead to the liberation of the soul and to a unique understanding of the Divine Unity. The schools are merely named according to the yogi’s objective of self-transformation and the instrument chosen for such anticipated change. http://www.experiencefestival.com

The “kind” of yoga that you practice may be defined by name - but truly, it is your body and your practice.

If you’re like me - you may find that your taste changes from year to year, and even day to day.

You may be attracted to a vigourous style (i.e. Ashtanga or Power Yoga) only to find that your practice is injurious.

At other times you may feel a strong calling to surrender into a restorative practice.

Ultimately, the right kind of yoga is one that brings you into balance.

For more insight check out Mary Jo’s articles: Is Yoga For You? and A Brief History of Yoga.

Then there are days when I clearly see that I am rich beyond measure. I have access to clear air, water, wilderness, food and jobs.

This video is an embarrassingly familiar reminder that we have very little to complain about - and so much to do.

“Teenage Affluenza”