By Paul Jerard, E-RYT 500

The beginning of September is a busy time for Yoga teachers and Yoga studios in North America. This is the time of year when children go back to school and parents make decisions about activities for the next nine months. Whether there are more resolutions made during September or January is a subject for debate.

Bearing this in mind, many Yoga studios design advertisements, flyers, brochures, mailers, and web sites for prospective student needs. In this time of plenty, after the “long lonely summer,” some Yoga teachers scramble to accommodate every perceived student need.

Some studios tie up crucial funds in Yoga mats and equipment. While it is true that you should have props available, there is no logic in buying Yoga mats for more money than your students will pay at the local retail store. Letting Yoga supplies sit in a closet unused for five years is a waste of space, time, and funds.

About new Yoga classes: Do design classes and workshops to meet needs that are in demand within your local community. If you live in a predominantly retired community there may not be a large demand for Power Yoga, Kids Yoga, and Prenatal Yoga. On the other hand, if you live in the heart of a college neighborhood, there may be a limited demand for Senior Yoga classes.

This may sound like common sense, but sometimes we lack the information needed to understand the niche markets within our specific communities. If you receive numerous requests for a specific type of Yoga, you should have a workshop, which meets one to three times to see if there is a real demand for it.

We often confuse ourselves by thinking our studios should be structured like a general store. There is nothing wrong with having a variety of Yoga styles to choose from, but there is no need for every program, if some classes do not attract students.

In some cases, the classes are in direct competition with each other. For example: If you have beginners, gentle, restorative, and rehabilitative on the list, you must give an in-depth explanation as to how they are different from each other. How will they help a student who knows nothing about Yoga?

It is important to listen to the opinion of someone who knows nothing about Yoga. We often forget how we originally perceived Yoga. It must be remembered that the term “beginner,” is a reflection of a lack of knowledge. Therefore, we must design our brochures and classes for beginners.

© Copyright 2008 – Paul Jerard / Aura Publications

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