Have you dreamed about opening your own yoga studio? If you’re passionate about yoga and are considering opening a yoga studio, this article will guide you through the process of opening a yoga studio step-by-step.
To open a yoga studio, apart from arranging investment capital to open the yoga studio and for operational expenses for the first several months, you must follow these steps:
- Obtain the required licenses & certificates
- Set the budget for the studio
- Select a location
- Design the studio
- Develop a marketing strategy
Each step is crucial to the success of the yoga studio, and I’ll guide you through the most efficient ways to tackle the obstacles along the way.
Why Open A Yoga Studio?
Yoga is a thriving industry. Attendance has reached unprecedented levels; people spend more money on yoga classes, and growth is prominent in all age demographics. The following are the most vital statistics for the yoga industry:
- U.S. yoga revenue will surpass $11.6B in 2020.
- The average yogi will spend $62,000+ on yoga in their lifetime.
- Over 100M Americans tried yoga last year. This number represents roughly 1 in 3 Americans.
- 36M Americans practice yoga regularly.
- The number of practitioners grew 50% in only four years (between 2012 and 2016).
- There are currently 6000 yoga studios in the United States.
Opening A Yoga Studio – Tips From Studio Owners
Juliet owns and operates Yoga With Juliet, a small yoga studio in London. Apart from teaching students, Juliet also helps companies with their wellbeing projects.
Juliet’s tips for yoga entrepreneurs to start their yoga studios:
- You have to want it, love what you do, and have a very clear WHY. Setting up a studio is a huge undertaking, both financially and mentally, and you will undoubtedly run into challenges at some point on the journey. Passion and joy for what you are creating will see you through these times and get you out the other side stronger. If you know why you are on this path and the vision is clear, giving up when the going gets tough won’t even be a consideration, and your business will stand the test of time.
- Don’t give anything away for free. If people want to come to your studio, they will pay for the services you provide and probably become loyal clients. Freebies and tasters often attract people who like freebies and tasters and, in my experience, rarely turn into regular clients.
- Set good Ts&Cs from the start. Set clear conditions around cancellation notice, class costs, start times, etc. Have clear boundaries from the beginning so that the business side of things is taken care of and you can get on with running the studio’s more personal side.
- Don’t try to please everyone. Make your studio the space and experience you are passionate about and proud to offer to the world.
Jamie King is one of the founders of Flex & Flow, a global movement community, and owner of Flex & Flow PDX, their flagship yoga and fitness studio in Portland, OR.
- The first year (or two!) will be challenging. In the first two years, it’s all about establishing your brand, your voice, and your style – and it is not easy. The yoga market is competitive, and you need to know your differentiators if you want to stand out.
- Get ready to live and breathe marketing. Owning a yoga studio isn’t just about teaching yoga – you can be a great teacher, but without marketing chops (or good marketing help), nobody will know you exist.
- Establish your vision and strategy. Before even opening your doors, you need to establish a well-defined purpose and know who you are trying to serve.
- Recruiting the right teachers. Recruiting the right instructors is surprisingly tricky and can, unfortunately, require some trial and error. Having the right teachers sets the tone for your studio – it’ll make or break the experience for your students – so it’s critical then to find teachers that fit your studio’s culture. But it doesn’t stop there.
- Setting expectations with instructors. Unlike any other job I’ve ever been in, managing yoga instructors can have its challenges. You will sometimes find excellent instructors who don’t always make outstanding employees – and you have to set expectations from the start to set them (and your studio!) up for success. Before recruiting teachers, make sure you write out clear expectations for scheduling, no-shows, music, and job functions.
- Making money. It is not uncommon for a yoga studio to take 1-3 years to become profitable, and as an owner, it’s common that you won’t be able to pay yourself for some time. You have to have a long term strategy – beyond the day to day classes – of how to make money and how to get new students in the door.
- Beware the coupon shoppers! Be mindful of how you offer intro specials and discounts for your services. You have to be careful not to overly discount your classes to set expectations with your clients from day one. Know your worth and stick to it.
Opening A Yoga Studio – Cost
The cost of opening a yoga studio varies based on the location, the size of the space, employees, marketing strategy, and more.
If you open a small 400 sq ft studio and purchase essential equipment, you could get away with paying as little as $5000-10,000/year in total.
If you open a top-notch studio located in Manhattan, rent an ample space, and hire ten instructors, your operating costs might amount to $500,000+ a year. Some yoga studios produce more than $1M a year in revenue, but they are well-established with hundreds of students.
As a studio owner, you’ll need to rent a space to operate the studio. This space is typically a commercial space where one can carry out commercial activity.
Example: If the price per square foot in your city is $11.50 and you rent a 2200 sq. Ft. space, your annual rent will be $25,300 while your monthly rent will amount to $2,100.
There are ways to bypass renting commercial space by teaching private students at home or giving lessons at community centers where space is free. You can also rent studio space for classes, but this is harder to pull off logistically because you have to bring in students at the exact time you rent the space.
NOTE: I have written an in-depth article breaking down all the costs involved in opening a yoga studio. If you are interested in a detailed analysis of the cost of opening a yoga studio, do check out my article.
Opening A Yoga Studio Step #1. Get Certification And Licenses
To start a yoga studio, the first thing you need is to obtain certifications and licenses. To be able to train students, you have to pass a certificate course that certifies you as a yoga teacher.
If you only want to run a yoga studio without teaching yourself, you can bypass this step. However, most yoga studio owners do the teaching themselves.
There are certificate courses called YTT courses, short for “Yoga Teacher Training.” The most popular courses are “RYT-200” courses, which educate yoga teachers over 200 hours of classes. Extensive “RYT-500” courses require 300 hours in addition to foundational 200-hour training.
Once the yoga teacher passes 200 hours of training, they take a test, and upon successful completion, they receive a certificate that licenses them to work as a yoga teacher.
There are also RYT-500 courses, which are far more extensive and require more dedication from the teacher. Any teacher who wishes to stand out should consider enrolling in an RYT-500 course.
Pro Tip: When you get started, check whether the Yoga Alliance certifies the school in which you’re enrolling. The Yoga Alliance is a regulatory body that accredits yoga teacher schools and licenses individual yoga teachers throughout the United States.
You can take online courses or attend teacher training locally (mostly available in retreat-style in remote locations or large cities). Regardless, the training school should mention that the Yoga Alliance accredits their certificates before you enroll in their program to stay on the safe side.
There are two types of certification that yoga teachers can obtain: RYT (Registered Yoga Teacher) and E-RYT (Experienced Registered Yoga Teacher). The Yoga Alliance accredits both of these, and teachers can purchase licenses on an annual basis directly from their website.
RYT and E-RYT training courses are the most common, and teachers only have to pass a 200-hour course (RYT-200) to be considered licensed yoga teachers.
There is also the option to pass RYT-500 or E-RYT-500, which is more extensive and requires higher licensing fees. The E-RYT 500-hour course is considered prestigious, and this is what most yoga teachers aspire to obtain over the long term.
Optional: There are specialization courses available such as courses for children, pregnant women, elderly, people with pre-existing medical conditions, etc. Do these courses at the beginning with a regular RYT course.
Teachers have to spend at least 200 hours on an education course that teaches them about the philosophy of yoga, anatomy, yoga styles, and injury prevention. The amount of time a teacher spends on their course will reflect in the final certification, as well as the total price they pay for the certification.
‘RYT-200’ Certificate Courses
Average price: $500-1000
200-hour certificate courses are the most common certificates, and they make an excellent start for beginner instructors. RYT-200 provides foundational training for future instructors, and it licenses them to work at all yoga studios in the United States.
Moreover, licensed teachers can open their own studio and carry out the business activity without restrictions. In most cases, 200-hour courses can take 1-2 months to complete, and they are considered the most affordable certificate courses.
‘RYT-500’ Certificate Courses
Average price: $1000-5000
500-hour certificates are the most prestigious as they take an in-depth approach to the art of yoga and train teachers in the most extensive manner.
RYT-500 courses contain the information of the foundational RYT-200 courses. However, the main difference is that they go in-depth on topics such as anatomy, which are essential to helping students with medical problems and averting injuries in the studio.
RYT-500 courses require 300 hours more than foundational classes, and typically they take 2-3 months to complete. These are also costly certificates that cost as little as $1000 and as much as $5000 taken in retreat style.
Pro Tip: You can save money by taking online courses, and RYT-200 courses give you the same rights to teach yoga as RYT-500 courses. RYT-500 courses are for established yoga teachers. Teachers don’t have to take RYT-500 courses to find work when they’re starting.
There are many “niches” (sub-areas) of the practice in which you can get certified. Each 200-hour training course will include training in postures, breathing exercises, meditation, yoga philosophy, body anatomy, and more.
There are three prevalent forms of yoga: Vinyasa, Hatha, and Ashtanga. These forms will make your studio appealing to the highest amount of people, as they don’t divert from the norm. Certification in each one of these could even make you employable in all famous yoga studios and wellness centers throughout the country.
Vinyasa emphasizes the connection between movement and breath. It places a similar emphasis on breathing flow as meditation, and this is the core of the vinyasa style.
Vinyasa is the most popular form of yoga practice, and there are multiple forms of vinyasa certifications. Example: You can train for moderate or fast-paced vinyasa and teach a range of people from beginners to experts.
Ashtanga stands for “eight-limbed,” and this form of yoga is very popular. The key to this style is coordinating breath exercises with movement.
The practice of ashtanga yoga involves a series of postures that change fast. Teachers can teach six styles of Ashtanga yoga: one beginner series, one intermediate series, and four advanced series.
Hatha yoga encompasses several yoga styles, and it focuses on the practice of asanas (postures). It is a slower-paced form of yoga that is more suitable for teachers who prefer a slow style, and this is also a highly popular style of yoga.
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Licenses To Operate A Yoga Studio
There are no licensing requirements to operate a yoga studio on either the Federal or the State level. In many similar wellness industries such as the gym industry, an owner would have to obtain a permit issued by their state administration. However, no such regulations exist for yoga studios.
Yoga teachers are free to teach clients and charge for lessons as long as they pay their taxes on time. If a yoga studio becomes large and hires multiple instructors, the owner should consider incorporating and obtaining a Certificate of Incorporation.
Note: There might be license requirements if the yoga studio plays music.
Certain yoga styles play music and combine exercise with yoga, and this is illegal according to copyright laws. While streaming music for personal use is legal, if you play the music in a commercial setting such as a yoga studio, the owner must pay licensing fees.
The most popular institution for licensing commercial establishments is ASCAP. If you want to read more about music licensing for commercial establishments, my in-depth article on the subject will give you the information you need.
If you hire instructors, they will need to show you their teaching certificate. This certificate could be basic 200-hour training or extensive 500-hour training – it’s up to you. Instructors operating without licenses could be dangerous for students, as they do not have the training in safety methods and other industry standards that educate them to avoid injuries.
Yoga Liability Insurance
The final step in securing your yoga studio is to purchase “Liability Insurance. Each business requires Liability Insurance to avoid lawsuits and the legal costs that come associated with trials.
Yoga can be a dangerous practice, as many ligaments and joints are prone to snapping and breaking. This danger holds if you have students who suffer from prior medical conditions and attend classes as a means to alleviate their pain.
Certain insurance agencies offer “Yoga Liability Insurance” for yoga studios. If you can’t find Yoga Liability Insurance, purchase Commercial Liability Insurance for businesses.
Liability insurance should protect you against bodily injury, property damage, and slander. Those three could take down your business if you don’t have insurance that secures you from all potential dangers.
If you have a student who suffers from a pre-existing medical condition and injures themselves at your studio, they could sue you for medical expenses.
In this case, Liability Insurance protects you because the policy covers you for all legal and medical expenses. Even if you win the case, you will rack up hefty legal fees, and the only way to cover them is through liability insurance.
Property damage is another benefit to Liability Insurance, as it covers the entire premises of the yoga studio. Example: If one of your students damages the floors, the full replacement cost of your floors will be covered. If someone breaks in and steals all your yoga mats and equipment, you could get reimbursed for the total value.
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Opening A Yoga Studio Step #2. Set The Budget For Your Yoga Studio
Budgeting for the studio begins by developing a Business Plan and estimating your costs & profits in advance. The benefit of writing a business plan is that you can analyze your initial costs in advance, to incentivize you and your investors to make a profit.
Business plans are essential if you apply for a loan for your yoga studio and need to get it approved by a bank. It should take you a few days to write a business plan for your studio, and this will prepare you for the challenges that arise.
You can find many yoga business plan templates online. I am a big fan of the single page business plan, but unfortunately, a bank will only accept a detailed business plan.
Once you’ve estimated the total costs of opening your yoga studio, you can focus on gathering the start-up capital needed to open your studio.
Here’s how to write down a business plan with the most critical information about your yoga studio:
Start by researching your target market and client demographics. Research is crucial.
You need to know to whom you’ll be marketing your services. You need to know this to reach out to them when you’re ready to market your studio.
This step is crucial as it helps you develop your entire market strategy in advance. What kind of yoga style do you want to teach: vinyasa, ashtanga, Hatha, or maybe a niche style of yoga?
Do you have a unique offer for your classes, such as aerial yoga? How many people would attend such classes in your area? What is the average age of your students? Do you teach yoga to 30-40-year-olds, 60+ years olds, or 10-year-old children?
Know the demographics you’re catering to, and write them down. Write down the details about your target market before you move on to costs and ROI.
Running a yoga studio is not cheap. Estimate the exact amount you’re going to need to start your yoga studio.
Example: You might need $2000/month to cover the rent. Equipment sets for ten students tend to amount to $500-1000. Your marketing budget on social media might be $1000/month. Estimate the initial expenses you’ll need to cover the equipment, rent, and marketing for your studio.
Write down the numbers. Check out the price of commercial space in your area to learn about how much you’ll spend. If you plan to hire instructors, write down their salaries per year. This item will add to the total expenses. Focus on how much money you need to spend in this part of your business journey.
You’re not the only yoga studio in the city. Does your area have many studios offering a similar service but with more clients? It will be harder to compete with studios if you don’t have an edge. Start researching on Google Maps by typing “yoga studios near me.”
Google Maps will pull up a list of every yoga studio in your immediate area. Analyze what they offer to students and try to find an angle that allows you to stand out. Write down how your studio compares to other studios in the area, and which advantages you can offer to students.
Investors want to know how much ROI (return on investment) they’ll make if they invest in your studio. Estimate how many students you expect in your first month, and what is the average price per class or the number of classes you hold. Use that data to calculate your monthly gross profits.
If you are bootstrapping your yoga studio, like most yoga entrepreneurs, then knowing your break-even point and projected timeline to reach profitability is crucial. For bootstrapped studios, without investors, reaching profitability as soon as possible is vital for long term survival.
The last bit is to write down a marketing strategy for your studio.
- Is your studio going to rely on word of mouth and flyer distribution for community outreach?
- Are you going to use digital marketing to find students on Instagram and Facebook?
- Are you going to use a mix of local and digital marketing strategies?
- What is your total marketing budget per month?
- Do you plan to hire a digital marketing agency to fulfill your goals?
Write down your marketing strategy and your estimated monthly expenses.
Writing a business plan might be overwhelming for people who do not have experience. Still, it can serve as guidance going forward in a massively competitive industry such as yoga.
The business plan doesn’t have to be perfect. It only has to contain essential information. If someone looks at your business plan, they should be able to grasp the concept of your business, your estimated costs, ROI, and marketing objectives within a matter of minutes. To gather all your data, you’ll have to do diligent research and prepare in advance.
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Opening A Yoga Studio Step #3. Pick A Location
Yoga studios are commercial enterprises, and, therefore, most yoga studios operate out of rented commercial space.
Similar to opening an office, you’ll need commercial space to open your own studio. This space can be as little as 400 sq. Ft. or it can span over 10,000 sq — Ft where you have multiple studios within the studio (some rented to other instructors).
The highest cost for running a yoga studio is the monthly rent. This cost varies depending on the city.
Here’s the average cost for commercial space rental per square foot in a variety of major cities:
- New York: $74.00/square foot
- San Francisco: $65.16/square foot
- Washington D.C.: $52.61/square foot
- Chicago: $35.00/square foot
- Los Angeles: $33.51/square foot
- Seattle: $32.10/square foot
- Boston: $30.40/square foot
- Houston: $28.34/square foot
- Dallas: $23.09/square foot
- Atlanta: $20.97/square foot
Budget For Yoga Studio Space
The total budget will dictate the size of the space, the location, and amenities.
If you start with a limited budget, you’ll have to open your studio in a small apartment complex or a tight commercial office. If your budget is large, you could have a yoga studio with modern luxuries such as changing rooms, showers, and reception lounges.
On average, yoga studios require 20 sq Ft/practitioner. This requirement means that if you have a 400 sq. Ft apartment, you could potentially host up to 20 students simultaneously.
In a larger space, you could convert some of the rooms to locker rooms/changing roomers and install showers. The average studio only needs 1-2 showers as students won’t be using the showers all at the same time.
Estimate your budget and account for one student per 20 sq. Ft. as a rule of thumb to calculate how many students you can accommodate in your studio. This way, you can also estimate your profits, assuming the studio is full 2-3 times a day.
Location, location, location! A studio located in a central area of a major city will attract attention only due to its convenient location.
Yoga students want convenience, and they prefer to practice yoga near where they live. The ideal location for a yoga studio is somewhere in the middle of a densely populated area.
Demographics will also play a key role, as the average yoga practitioner has an income of over $60,000/year. Hop on Wikipedia and look up the average household income of the neighborhood. Is it the kind of place where people can afford to pay $15-20 for a drop-in yoga class? In certain cities, it can be even more expensive.
The more high-income the area, the more students you’ll get. You need a percentage of successful people to fill up a yoga studio. This fact is why thriving cities and suburban communities are the best places to open a yoga studio.
Consider the convenience of your location. The best locations are near landmarks or recognizable areas of the city. A convenient location means new students will be able to drive to your studio easily.
You must also choose a location with ample parking space if you’re in a suburban community. You should also look at public transport links such as bus stops and metro stations if you’re in an urban core of the city.
NOTE: I have written a detailed guide on choosing the right location for your yoga studio. I discuss the criteria you should use to select the most optimal location for your yoga studio.
Design The Yoga Studio
The total costs for yoga studio equipment can amount to $1000-2000 when you’re starting, or they can exceed that amount (depending on the number of students you expect). A studio has to have all the essential equipment, and accessories students need to practice yoga.
The following are the essential pieces of equipment you’ll need to start a yoga studio:
Average price: $20-100 per mat.
You can find yoga mats in every yoga studio, and they’re lately commonplace in gyms too. Yoga mats, also known as “sticky mats,” stay on the ground and allow students to execute several different positions and exercises comfortably.
The mat defines the student’s personal space and provides cushioning against hard floors, similar to a mattress. Moreover, it stabilizes the student as heavy exercise can make them sweat and become slippery.
Yoga studios provide mats to students for free, while some allow students to bring their own. Many studios will rent mats for $1-2 per class.
Consider charging your students a fee for the mats because you’ll need to spend money and time cleaning them to keep them fresh after each class.
NOTE: With the StudioGrowth yoga studio management software, you can give the students the option to rent mats at checkout as they are purchasing their class-packs and memberships online.
Yoga mats vary in price, but most are affordable. It’s possible to find budget mats from only $20-30 per mat. However, once you get into premium mats made from quality materials, the price quickly jumps up to $100 per mat.
Certain retailers offer bulk discounts if you purchase more mats such as ten mats for $500. It’s even possible to find yoga mats for free; however, they’re only available to non-profits.
Yoga mats will vary in thickness, material, durability, comfort, upkeep, etc. Make sure to binge-read reviews before you purchase yoga mats, especially if you’re buying them in bulk. The yoga mats will be the most visible part of your yoga studio, and they practically define the studio environment.
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Average price: $10-20 per blanket.
Yoga blankets are essential for many poses, and they are present in every yoga studio. Typically students will be able to bring their own blankets or grab one from the storage room at the studio.
Yoga blankets are different from home blankets because their primary use is not for warmth. Still, they’re used for support during exercise because they’re highly comfortable.
Example: Students can sit cross-legged on a blanket, which allows them to elevate their hips. They’re handy for numerous exercises, and they can even be used as real blankets after the class is over.
Yoga blankets are relatively affordable, and they cost as little as $10-20 per blanket. The most popular blankets lately are Mexican Blankets as they’re thick and come in several folk-inspired colors.
Average price: $10-30 per block.
Yoga blocks are tiny squares that assist with several positions where the student lacks support. They are similar to yoga blankets in the sense that they fill up space.
Example: Yoga blocks can be placed under the hand to help the student raise the floor to meet them, such as in the popular “half-moon” pose.
Yoga blocks help beginners who lack the flexibility of advanced yogis. The blocks can help them increase their flexibility and strength that they need to achieve adequate form.
When a block is under the hand during hard postures, students find it easier to open up other parts of the body, such as their chest and stomach area. If they don’t have a block, those areas will pull towards the floor, and they might collapse and ruin their posture.
The yoga block helps students maintain their positions for the most extended periods, and they’re comfortable in the event the student collapses on them.
Typically yoga blocks are made from foam. The blocks can also help with different heights, which make them adjustable. Each yoga studio will have dozens of yoga blocks. You need to buy at least 20-30 blocks to equip your studio.
Yoga blocks are similar in size, and there aren’t many differences in quality either. The average block only costs $10-15, with few premium exceptions that might run up to $30. Get 4″ wide blocks to provide optimal stability for your students.
Average price: $10-20 per strap.
Yoga straps connect different parts of the body, such as the feet and the arms.
There are certain poses where students need to hold on to their legs, but they can’t reach them. In this case, the strap can grab hold of the leg and serve as an extension for the arm’s length. If students can’t reach their feet, they can simply wrap one of these straps to their feet and successfully achieve the pose.
Straps can help for positions where the student fails to clasp their hands behind their back. If the student is struggling with shoulder-length and lacks flexibility, the straps act as binders that connect their hands or feet.
They are excellent for many binding positions, and most of them are affordable. The average yoga strap costs only $10, meaning you can equip your studio with as little as $100-200 in total.
Average price: $10-20 per bottle.
Yoga mats can attract grease, sweat, and stains, and teachers need to wipe clean all the sweat and the stains right after class. Yoga mats also require regular monthly maintenance with a thorough cleansing and natural drying (yoga mats can’t dry in a dryer like regular clothes).
Get natural cleaning equipment, such as oils without alcohol or bleach content. The best cleaning oils can be applied to the mats, and they dry quickly. Cleaning equipment is relatively affordable at an average price of only $10-20 per bottle.
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Opening A Yoga Studio Step #5. Market The Yoga Studio
Marketing the studio is the final step of opening a yoga studio. The marketing budget should be set based on the campaigns you plan to execute.
If you plan to spend a lot of money on Instagram and Facebook ads, you might have to spend $1000/month or more. The costs can increase depending on whether you hire a marketing agency. It’s also possible to market your studio with little to no money if you do local outreach and use the right yoga studio management software.
Develop A Website
Average Cost: $10/month
Start by selecting a domain name that reflects your brand name and business slogan. Some tools can help you seek out a .com domain name for your website, which automatically shows you whether your domain is available.
Try to keep it short instead of choosing a name like www.greatest-yoga-studio-on-earth.com. The first step once you discover an available domain is to register it using a service like NameCheap. Those same services offer cPanel hosting for your website where you can install WordPress and design your own themed yoga website.
The website should contain vital information about your business and inter-connect other pages on the internet where you maintain a presence, such as your Instagram account or YouTube channel.
You can also do without a website if you use a good studio management software. With StudioGrowth, you can create beautiful class schedules and share the link on social media. The public class schedule and class-pack and membership purchase pages can serve as your public-facing online assets.
Social Media Presence
Average Cost: Free
Modern businesses can’t thrive without a social media presence. The yoga studio has to have a presence on all popular social media platforms such as Facebook, Instagram, Twitter, Pinterest, YouTube, and more. To get organic reach without spending money, you need to develop a following on all these platforms.
Don’t worry if you don’t get thousands of followers in your first month because developing a following takes a long time. Most of your students are likely on Facebook and Instagram. Create the following pages and start updating them:
Google Maps Listing
The first step to developing an online presence in your area is to get a Google Business listing.
The listing is free, and it lists your business among all the top yoga studios in your area. When someone looks up “Yoga Studio near me,” your studio could come up first.
Starting a yoga studio in a place with a high concentration of people is worth it – students discover you by your mere existence in their neighborhood.
Ask your students for reviews on Google and offer them a free monthly membership if they give you a 5-star review. Those reviews will help you rise in the rankings in your city and attract more students.
I have written a detailed step-by-step guide on how you can get your yoga studio on google maps. Use this guide to set-up your Google maps presence.
Everyone and their friends are on Facebook – this is the main platform you’ll have to optimize aside from Instagram.
Start by opening a Business page for your yoga studio. The process only takes 5 minutes, and it allows you to start marketing to students. Even if you plan to carry out paid marketing campaigns, you will require a Facebook page to get started.
Instagram is on its way to becoming the largest social network in the world. It also has some of the highest engagement, presenting an opportunity to market to yoga enthusiasts in creative ways such as between Stories.
Instagram offers an advantage over Facebook in the sense that you can directly follow the followers of established studios, which gives you an edge when you’re getting started.
I have written a complete guide with tips to market your yoga studio on Instagram. Review the article as you get started on Instagram.
YouTube is the largest video-sharing platform in the world that can give you millions of views for your videos. Many yoga instructors have a large following on YouTube, which drives people to attend their classes in real life.
Start by recording short videos teaching students and expand by recording your classes and publishing them online. This way, your students can re-watch your videos and share them. You’ll also attract the attention of many other potential students.
Average Cost: $500-1000/month.
Paid social media marketing can get expensive, and it’s usually the most expensive part of maintaining a yoga studio aside from rental costs. You can spend as little or as much as you’d like on paid marketing. If you’re starting, it might be wise to spend more money on paid advertising, even if you do not see a direct ROI.
This spending is because it takes time to establish a following and regular students who attend your classes daily. Once you’ve signed up your first 50 students, you can take it slow on paid advertising and focus more on word-of-mouth advertising and community outreach.
Google AdWords is one of the fastest ways to get students into your class, and yet it’s the most expensive. It can help you place your ad in front of targeted audiences looking for classes in your city.
Example: If someone searches “New Orleans yoga classes,” your website could come up as the first listing on Google, however, you might have to pay as much as $2 per click or more.
There is also no guarantee those users will convert, which means you’ll have to have quite a budget to see results. Google AdWords allows you to pin down the location of the users, and Google also provides free tools that help you research the keywords (including their average price per click).
Warning: Only spend money on Google AdWords if you know what you’re doing. AdWords are highly expensive and might burn through your budget very fast.
Facebook and Instagram ads belong to the same category because they’re both managed from the Facebook Business platform, and users can place ads on Facebook and Instagram ads simultaneously.
The ad costs can range from as little as $0.5/click on ads that get a lot of clicks up to $1/click for average ads. Certain ads are even more expensive if many businesses are marketing to the target demographic.
To lower your costs for Facebook and Instagram ads, focus on mobile-only ads as they’re cheaper than desktop ads. Moreover, try to improve your ads and make them more attractive to prospects by using video content.
The more clicks you get on your ads, the cheaper they’ll become. The reason is due to a phenomenon called “Cost Per Click.” Facebook rewards ads that get a lot of attention by driving down the cost per click. If your ads receive little attention and no one clicks on them, your cost per click will be higher than average.
Local marketing and community outreach is an old-school tactic that still works in the modern-day. You can print hundreds of flyers and posters for only $100-200 and distribute them to every household in your community.
Mailing flyers and gluing them to walls can raise awareness about your studio without sinking thousands of dollars on digital marketing. It’s one of the fastest ways to raise awareness about your studio without giving away your classes for free.
Warning: Make sure that local outreach aligns with your brand. If you are positioning your yoga studio as the premium studio, then handing out flyers might not be the best approach.
People prefer convenience, and if your studio is within a short drive of most members of your community, you will immediately generate interest. Make sure you include links to your class schedule and social media. This way, prospects can look you up and sign up for classes immediately.
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To conclude, here are the five main steps involved in opening a yoga studio:
- Obtain the necessary licenses and certificates.
- Create a budget for the studio.
- Select a location.
- Design the studio and purchase equipment.
- Develop and implement a marketing strategy.
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About the author
Naz Ahm is the founder of StudioGrowth and has spent a decade growing start-ups and venture-backed companies. He writes about sales, marketing, and growth, especially in the yoga, fitness and wellness industry.
Naz has an MBA from IESE Business School and started his journey in the wellness industry when he set-up an on-demand wellness business. Naz currently resides in London, U.K.