20 Life Lessons from 20 Years of Running a Yoga Studio
Milestones bring a wonderful opportunity for reflection, and here in this 20th year of It’s All Yoga, I find myself thinking about the early days, things I’ve learned and how owning this business has enriched my life.
Here’s the first 10 of 20, starting with business lessons:
It’s a business, not a hobby.
When I opened the studio, I had a full-time job so I didn’t need the studio to support me. I shake my head at this now, but I actually said the words, “The studio doesn’t need to make money. As long as it pays for the rent, it’s fine.”
Friends, this is NOT how to start a business. Yes, you might do it out of love, but there is an energy exchange, and money is part of that energy. If you don’t make enough to keep the doors open and pay people fairly without working yourself to burn out, no one wins.
Your business isn’t your baby.
Expanding on #1. In the beginning, I called my business my “baby.” The nature of that relationship is one of constant care, output, support and nurturing. It was reliant on ME.
When I switched my association to “business as lover,” it became something that took care of me, wanted to provide for me and gave me pleasure. I can always tell when I’ve slipped back into “business as baby” because I feel burnt out, I’m over-giving and I feel resentful.
Business is spiritual.
From building a community to hiring and firing teachers to marketing flops and successes, there was never a shortage of things that brought me right up against all of my neuroses, fears, and deep beliefs. There were many times I had to dig deep into my resilience, creativity, and faith. Especially when things didn’t go the way I’d hoped.
Running a successful business is an inside job. Your business will only be successful if you, yourself, are internally calibrated to support it. Yes, you’ve got to learn some basic business skills, but none of that will help if you aren’t doing your own deep work.
You are not for everyone (and not everyone is for you).
This applies to both students/customers and teachers/employees. Do not, I repeat, do NOT try to make everyone happy. There is no such thing! And I should know…
For many years in the beginning, I tried offering every kind of class I could think of: flow, gentle, kundalini, yin, ashtanga, svaroopa, pilates, astro-yoga (yes, that was a thing). Only when I stayed true to the heart of It’s All Yoga did it flourished.
It can’t be repeated enough: If you are trying to please everyone, you will reach no one. Do the work to know who you are and what you’re offering and the people who want that (or want to be a part of that) will find you.
Stay connected to your mission and values.
As stated above: Know who you are and double down on that. That’s how you’ll get comments like, “You read my mind!” or “This is exactly what I’ve been looking for!”
Now, knowing who you are and what you stand for is an exercise all its own. Spend some time considering what you value, what drives you crazy, and where you’re willing to put a stake in the ground. Where you feel strongly or have an opinion is a great place to mine.
The surprising thing? The quirk or eccentricity you think is a shortcoming could be the very thing that sets you apart.
View fellow industry businesses as colleagues, not competitors.
Early on, I tried to stay tuned into what other studios were doing — what were their class times, how did they price class cards, what types of workshops were they offering.
Because I hadn’t gotten clear on who It’s All Yoga was and who wanted exactly what we offered, it was easy to get distracted by — and even jealous of — what others were doing. It took several years for me to relax into who we were (and weren’t).
Only then did I see that fellow studios were my colleagues. Viewing them as competition fueled the belief that there wouldn’t be enough students for all of us, which simply isn’t true. (That’s like saying there are too many artists or coffee shops. It’s scarcity and it doesn’t serve you or your people.)
Even better, find ways to collaborate with fellow industry businesses.
Back in 2012, I took a trip to Austin, Texas, to visit a yoga friend. Her home studio was part of a citywide event called Free Day of Yoga, where dozens of studios in Austin offer free classes on Labor Day. I was so inspired, I came home and started a Sacramento chapter.
Sacramento Free Day of Yoga aims to bring area studios together to make yoga accessible to all people, breaking down the barriers of cost, style, and level of experience. Every Labor Day, 20+ area yoga studios host free classes, making yoga accessible to over 2000 attendees each year.
The entire event is run by volunteers (shout out to my right-hand woman, Kirsten Johnson). All the studios work together to promote. It’s been a joy to get to know other studio owners better and have a shared goal of bringing more yoga to our city.
Get an out-of-town business bestie.
Being on good terms and collaborating with fellow businesses in your city doesn’t mean you’re going to be an open book and share every idea. For that, get a business bestie in the same (or similar) industry who is in another town. Someone you can whine and complain to, someone who knows the challenges you’re up against, who also has a fresh perspective and will celebrate with you. Dish, share resources and ideas, be an ear and a cheerleader.
Surround yourself with people who are better than you (at their thing).
In the beginning, you may have to do most of the work yourself. My then-husband and I checked in every person, washed every towel, swept the floor, did payroll and walked door to door with fliers (remember, “olden days!”).
Eventually, it pays off to bring in people who are better than you are at various aspects of the business. I am an expert yoga teacher. I am not a graphic designer, bookkeeper or PR person.
Whether it’s trade, contract or hire, find people who love to do the thing you don’t want to do. (The sooner, the better.)
The people who work with you are not “staff.”
This is a real peeve of mine — when business owners call those working for them “staff,” especially in a small business. These people are building relationships, sharing their skills, and especially in the wellness industry, are probably underpaid. You are a team.
We called our teacher meetings “Sparkle Meetings.” Let your purpose and values come through in your insider’s lingo. Get creative, show your team you value their presence through your language, and respect what they’re adding to the business. It’s an ecosystem.
Stay tuned for the next 10 lessons!
Michelle Marlahan
Proprietress, It’s All Yoga
Yoga + Strength Building for Women Over 50