I once knew a great and charismatic yoga teacher that taught in a local fitness center. While the yoga classes were only a part of the gym’s actual focus, they were extremely popular and well known with men and women of all ages. You had to get to class at least 10 minutes early or else there would be no space for you to move. Her classes were consistently packed every week no matter what. This teacher emphasized the whole experience of the class – not just the asanas. She created a warm atmosphere by dimming the lights, lighting candles, and playing soothing music. At the beginning of each class she would tell everyone, “Forget about everything that you have do this week, today, or tomorrow and focus on your breathing and relaxing.” She had a quiet confidence that radiated from her in a way that made students feel “I want to be more like her.” We have all known teachers like this – perhaps you are one yourself. At one point, she left the center in pursuit of other goals. Her replacement, while amply skilled in the technical aspects of teaching yoga, lacked the charisma and magnetism of her predecessor. The studio that used to be packed every Tuesday and Thursday soon held only two or three hopefuls somehow wishing for the energy to return. Eventually, the fitness center decided to get rid of the yoga program altogether because of poor attendance.
It is important to realize that only half of a teacher’s job is teaching, the other half is inspiring students in a way that creates the best experience for them. There are times when it is okay to sacrifice more advanced technical ability in a teacher for the teacher who has personality and “magic” about her, but may not be as skilled in advanced technique. It is far more important to a new student that they feel supported and guided by a charismatic teacher, as opposed to their teacher’s ability to do amazing advanced poses.
How you can create a deeper sense of community in your studio
Lets say, for example, you want to try something new in your life such as fishing. You get to the fishing store and you don’t really know what to buy or even how to fish. All the salespeople are helping people who are experienced fishermen and don’t even glance over your way or acknowledge you. After being ignored for a while, you decide maybe fishing isn’t really for you even though you haven’t actually tried it. The store may not realize they may have lost a potentially good customer who could have become an expert at fishing. You would have continued to buy new line, poles, tackle, and other equipment from the store on a weekly basis if they had helped you.
Now imagine a different scenario. When you walked in the store someone instantly greeted you and asked if they could help you in any way. After showing you what equipment you would need for fishing and explaining how to use everything, you felt confident about trying this new activity. The salesperson made you feel like they cared about your needs, and you even had a good laugh with them. From then on you associate this good feeling with this particular store, and decide that you will continue to buy from this store because of your initial positive experience.
While the practice of yoga is a bit different from shopping for fishing gear, the experience of the customer has a lot in common. We like to do things that feel good. Part of this is the technical side, but the rest is all the other stuff that goes on around the activity. A first time customer is only trying to find what they want and to know that someone actually cares to help them. By simply making students feel welcome in your class you have already begun to create a pleasant yoga experience for them. Students will trust a teacher that is caring and patient with them because they believe that the teacher truly wants to see them do better. This trust will no doubt be passed along to their friends, who are also interested in yoga, and they may become students as well sooner or later. The more students you have the more prosperous your studio can be.
A yoga studio should always want their students to come back to classes and enjoy their time during, before, and after class. There are many ways to provide a good experience for your student. It is essential to have at least a couple of positive-energy, charismatic teachers who will draw and keep students. Remember, you can send someone to a workshop to improve their technical skill, but you can’t really teach charisma. Another key component is having friendly and warm front desk staff that can support students with any concerns that they may have. These employees are the ones that will establish a positive association and create good feelings about the overall studio and classes.
Creating warmth and community outside of classes
Another idea to create a sense of warmth and community outside of classes is by giving students an incentive to stay longer. Offer tea, coffee, cookies, etc. in a seating area where people can socialize before or after class. You may even be able to have different local stores provide these each day (for free or reduced cost) in exchange for a sign with their name on it, for putting free ads or coupons on the table next to them, or in trade for free classes.
If you don’t have a waiting/community area outside of the space where classes are taught, have a 15-minute break between classes for people to socialize. Yoga has a way of breaking down barriers and relaxing people so that they feel comfortable around fellow students. Giving them the space and time to socialize will help them to enjoy their experience of the class even more. Have front desk staff personally introduce new students to their teacher to help make them feel welcome. By creating a familiarity with other students, a new student will feel a sense of belonging with the studio and look forward to their next class.
As a studio owner, your goal is to create an environment that makes people want to come before class and stay late. It’s not just about the yoga – it’s about how people feel when they are in your studio, even what they feel when they think about it later in the day. One of the keys to a successful studio is creating an environment where the student’s experience as a whole is truly exceptional.
Coach Al Lipper
Business Coach for Yoga Studios
ABOUT THE AUTHOR: Business Coach Al Lipper of Centered Business helps Yoga studio business owners more smoothly operate and expand their yoga studio business. His web site provides information and services that help stressed and overwhelmed yoga studio owners increase profits and work less.
FREE INFO: Visit the website to get your free expert guide: "The Seven Biggest Mistakes Yoga Studios Make In Their Business - And What To Do About Them." Contact him today for more personalized guidance or to discuss your yoga studio challenges at (805) 544-3938