THE POTENTIAL OF A YOGA BUSINESS
How to make a serious living teaching Yoga.
- Yoga is a 10 billion dollar a year business.
Somebody is making an awful amount of money.
And it’s not the teachers.
- Over 20 million adult Americans currently practice Yoga.
That’s up from 4 million in 2001.
- Yoga is the #1 in terms of growth says Sporting Trends.
8% of non-practitioners say they are interested in Yoga.
4.1% say they will take Yoga in the next 12 months.
- 72.2% are female and 27.8% are male.
71.4% are college graduates.
81.6% are from the age of 18 to 54.
- 44% of Yoga Practitioners earn over $75,000/yr.
24% over $100,000/yr.
- Yoga is growing at the rate of 20% to 22% per year
These are demographics to die for!
Yoga is a 10 billion dollar a year business – Somebody is making an awful amount of money – And it’s not the teachers.
Let's have a heart-to-heart conversation.
You have to feel for the young Yogi who has completed their Teacher Training and has decided to pursue their passion to open their own Yoga studio.
The obstacles to success are numerous.
Business is about financial projections, strategic planning, marketing, sales, budgeting, demographics, facility build-out, contractors, employees, bookkeeping, and so much more.
With no sales or business training and with their RYT200 certificate in hand, the new Yogi is off to find their studio location. Their first mistake will probably be not having a clear business plan and the choosing of a site based on emotion and not logic.
“This place looks great. If we build it, they will come”. Really?
Was this decision based upon a demographic study? What’s the per capita income of the area? What’s the population density? What’s the population count of 18-55 year olds within a 3 to 5-mile radius? What about traffic flow, sign ordinances, licensing and parking? How safe is the area after dark?
Choosing the right location is a lot of work even for a pro.
Over 20 million adult Americans currently practice Yoga. That’s up from 4 million in 2001.
Then there’s dealing with a real estate agent for a long term lease.
Keep in mind, the real estate agent is the agent representing the lessor (landlord), not the lessee.
Unless you are armed with demographic and market value information and possess some negotiation skills, you are cruising for a bruising.
Another tripwire is negotiating with contractors for the build out. Good luck with this too.
Okay, good, bad or ugly and probably over budget, the studio is built. Now comes the business of building your Yoga clientele.
You do it like it’s always been done. You hire a bunch of teachers on a commission basis and hope they invite their following to come to class.
You post your prices and give away a free class and hope they are interested enough to join. You advertise money losing offers like $30 for 30 days unlimited classes or some ridiculously under priced and unprofitable “daily deal” on Groupon or Living Social.
Yoga is the #1 in terms of growth says Sporting Trends – 8% of USA non-practitioners say they are interested in Yoga – 4.1% say they will take Yoga in the next 12 months.
I hate to say it... but, in the business world, this sales/promotion system is weak, very weak.
And, that brings us to the 80/20 losers rule.
80% of Yoga Daily Deal inquires have no intention of signing up long term. They just go from deal to deal. Of the 20% that do continue, most will be gone within a year. I know this sounds harsh, but the business model of selling Yoga memberships in this manner is seriously flawed.
Furthermore, to make ends meet, Yogis need to promote workshops and sell teachers training programs to those who have no business being a Yoga teacher. But that’s another story.
Revenue made from workshops and trainings should be pure profit for the Yogi and not have to go to paying the studio bills.
Today, most Yoga studios use a mass market health club approach to sell Yoga when it should be a personal service.
Who goes to tennis class or golf class? Almost no one. Tennis and golf students have coaches that work with them one-on-one. Private lessons produce results and Yoga is no different. Besides, private lessons produce far more revenue and keep the student longer.
Yoga practitioners are 72.2% female and 27.8% male.
Ancient Yogis originally taught Yoga one-on-one.
Why the change?
Scores of students piled into a class does not compare with the one-on-one attention of privates. A “classes only” curriculum just churns students. Most Yoga studios lose nearly as many students as they gain as the year rolls along.
Students jump from one studio to another on a whim thanks to the class card system. The selling of five or ten class cards that expire in three, six or twelve months are a disservice to the student and a sign of sales ineptitude of the studio.
Every Yogi knows that a student must practice two to three times per week to achieve some degree of results.
The only hope of financial survival is to sell annual unlimited class programs. But what is the chance the student will quit along the way?
Weak sales procedures usually mean that the monthly price is discounted substantially for the annual commitment. And, of all the new students that come in the door – how many sign up annually?
Pilates studio owners charge more and emphasize privates. Why can’t Yogis?
81.6% of Yoga Practitioners are from the age of 18 to 54
The answer is not to just raise your prices but to provide more value and get paid for it.
Rather than putting students in classes only, adding a private lesson or two to their curriculum can make a significant increase to the studio’s profits.
Suppose a studio only signs up three new private students per week (easily attainable) to go along with a couple class lessons per week. Attendance would be up as private students come in by appointment. Drop outs would be less. And, at the end of the year, the studio would have 150 students or more on privates.
How is your income now?
So now you’re thinking, “How in the heck am I going to cover 150 private lessons and all the classes that are included?” Yep, that’s right. You’re going to need full time teaching staff and pay them a livable wage.
But no need to worry; you will be able to afford it.
The 1 on 1 Yoga Franchise System ™ will not only show you how but will do so with sales and servicing training and a full scheduling and lesson control system.
44% of Yoga Practitioners earn over $75,000/yr. – 24% over $100,000/yr.
Alright, what does a Yogi have to do to build up a studio to 150 or more private students?
You start at the very foundation.
- Location, location, location.
- Answer all phone calls live. No digital message taking.
- The studio needs to be open and staffed at least 10 hours per day.
- Have a solid proven relationship sales system centered on private lessons.
- Create a private lesson teaching curriculum establishing goals, expectations and results.
- Don’t lose students. Follow up on every AWOL, cancellation and no-show.
- Extend and renew existing courses before they expire.
- Become proficient with targeted direct marketing programs.
- Build your brand and advertise in social media (Facebook, Twitter, YouTube, Podcasts etc.).
- Become proficient in SEO for your website (or hire a service).
- Become proficient with direct mail postcard marketing.
- Use a good student/teacher/class management software program.
- Adhere to good money management techniques.
- Use good book-keeping software and pay your taxes on time.
- Develop a good management/teaching training program to build staff.
71.4% of Yoga practitioners are college graduates
The 1 on 1 Yoga Franchise System™ fulfills all of the above . . . . and much, much more
The 1 on 1 Yoga Franchise System™ provides the business and sales training needed to be successful.
The goal is to put the franchisee in the position to just have to “Talk & Teach™”. See the “1 on 1 Sales System™” on the menu.
Most all franchised 1 on 1 Yoga Studios open in Colonies (groups). When you hear the old adage: “You’re in business for yourself but not by yourself”, with 1 on 1 Yoga, it’s an absolute truth.
EXAMPLE: Five 1 on 1 Yoga Studios in your Colony will give you five times the local advertising for your buck. It’s like getting 80% off of each advertising campaign because you are sharing the expenses with the other studios.
The 1 on 1 Yoga Franchise System™ is your FULL TIME team of Marketers, Social Media Promoters, Business Advisors, Sales Trainers and a Council of Yogis for workshops and expanded education. There’s even a full time Yoga Call Center to handle and book your inquiries.
Yoga is growing at the rate of 20% to 22% per year
- According to the US Department of Commerce, over a 10 year period,
Independent businesses, Yoga or otherwise, have an 82% failure rate.
Franchised businesses however, have been 90% successful over the same period of time.
- 38% of independent businesses fail in the first year,
While less than 5% of franchised businesses fail in the first year.
- Total franchise sales exceed $1 trillion.
- Franchises represent 40% of all sales in the United States,
While representing only 8% of all businesses.
- 94% of franchise owners consider themselves successful.
- 75% of franchise owners would repeat their franchise again,
While only 39% of Americans, would repeat their jobs or their independent businesses.
According to the US Department of Commerce, over a 10 year period, independent businesses, Yoga or otherwise, have an 82% failure rate. Franchised businesses however, have been 90% successful over the same period of time.
The basis for the 1 on 1 Sales System™, its embryonic form, was originally conceived 102 years ago (1912) in the dance industry by G. Hepburn Wilson.
After decades of morphing and further refinement by a business development genius named Louise Taylor, it became a dancing franchise system in 1939.
After several more decades of changes and improvements, in 1965 the system was introduced to the Martial Arts industry.
In 1967 the tried and tested business training and management system was the heart of the world’s largest martial arts franchise chain where the Vice President, Ray Klingenberg, took the chain nationwide, opening 140 studios in the first three years.
38% of independent businesses fail in the first year while less than 5% of franchised businesses fail in the first year.
45 years later, there are still 350 Martial Arts Studios in business under the same brand name
With over a 1000 using the same or modified system.
On November 1, 2012, Ray adapted the original business training and management system for the Yoga industry. He added new technology and expanded the system to reduce the Franchisee’s business duties, rebranding to become the 1 on 1 Sales System™.
Being of a Yoga family (his wife is a Yoga teacher), Ray knew, first hand, what was missing in a Yogi’s business.
Addressing these needs for the Yoga studio, Ray has evolved the 1 on 1 Yoga Franchise System™ to a full scope, full service, sales system, now consisting of eight essential departments with dozens of custom crafted elements of support; all common sense with the mandate that the Yogi can spend their time “Talking & Teaching™”.
(We apologize for not revealing the martial art brand name. We wish to protect their privacy and eliminate the possibility of a drove of curious yogis contacting and questioning the martial arts franchisee when they have a business to run. If you are a serious 1 on 1 Yoga Franchise™ inquiry, we will give you all the information/names so that you can complete your due diligence.)
38% of independent businesses fail in the first year while less than 5% of franchised businesses fail in the first year.
This is how we help you, the franchisee.
Marketing Central is the heart of marketing for new students.
It maintains a centralized dynamic interactive website that represents all 1 on 1 Yoga Studios. This is where website SEO and purchased traffic originates.
Marketing campaigns via email, EDDM, targeted postcards, Craigslist, Thumbtack, Backpage, Linkedin, YouTube, Angie’s List and others are all created and managed at Marketing Central.
Sales Central is a Yoga Call Handling Office (yoga answering service).
All incoming phone inquiries are handled by trained salespersons and booked on line with payment collected on the behalf of the franchisee’s studio.
Call Handing personnel also follow up on confirming appointments, cancellations and no-shows.
Every Franchisee and their managers go through a 70-hour 8-day sales and management intensive in Miami Beach, Florida. They learn Relationship Selling. There is no pressure selling or power closing in the 1 on 1 Sales System™.
It’s all about building trust and a relationship with the new student and showing value for 1 on 1 Yoga services. Armed with the information and commitments gathered from an Introduction Course, closing the sale is just a matter of helping the student budget their Yoga training.
Studio & Staff Management is a MindBody™ type of software whereby students can login to book and pay for classes.
It also manages teacher’s schedules and calculates payroll.
Business Central staff handle demographic studies, site location, real estate negotiation, contractor negotiation and accounting/tax software recommendations in addition to individual business plan development and management.
Manages Social Media promotion through every Social Media advertising channel possible. This includes video promotion via YouTube & Podcasts. Marketing Central™ sets up Facebook “Likes” and “Friends” promotions as well as publishing news releases.
Communications Central™ will be the creator of the social media content along with each franchisee. Communications Central™ also manages the Ambassador Franchise/Student Recruitment Program.
1 on 1 Yoga Franchise does not offer financing of any kind.
We can, however, recommend a third-party vendor that is familiar with franchise equipment leasing for signage, furnishing and mats.
The Apana Method™ is a method of recording the progress of a private student. It is not a style of Yoga. The Apana Method™ establishes short term identifiable goals that are achievable by most any student. Some may take longer than others but they will get there eventually. Everyone learns at their own pace.
The information provided on this website is not intended as an offer to sell, or the solicitation of an offer to buy a franchise. An offer or solicitation can only be completed after the required F.D.D. (Federal Disclosure Document) has been sent to the prospect franchisee as required by the F.T.C. (Federal Trade Commission). This communication is not directed to residents of any jurisdiction that requires registration of a franchise prior to offering and selling a franchise in such jurisdiction. No franchises will be sold to any resident of any such jurisdiction until the offering has been registered and declared effective by such jurisdiction and the required F.D.D. offering circular has been delivered to the prospective franchisee in compliance with applicable law. At the present time, we are not registered in any of the following states, and therefore do not and cannot solicit franchise sales in or direct offers to these states: HI, CA, CT, IL, KY, ME, NE, NC, OR, SC, TX, UT, IN, MD, MI, MN, NY, ND, RI, SD, VA, WA, and WI. However, if you live in one of these states and are interested in franchising, contact us for our registration plan / schedule with that state or any of the other states.