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Setting up a private yoga class

Teaching yoga can be eaching yoga can be extremely gratifying. In extremely gratifying. In addition to helping people build addition to helping people build strength, gain flexibilitystrength, gain flexibility, stay, stay healthy and experience an inner peace, yoga teachers can also benefit from paid work within a low-stress healthy and experience an inner peace, yoga teachers can also benefit from paid work within a low-stress environment. As well as yoga

environment. As well as yoga classes, there is potential to classes, there is potential to progress into yoga therapy, meditation classes,progress into yoga therapy, meditation classes, pre- and post-natal yoga, children’s yoga, corporate yoga,

pre- and post-natal yoga, children’s yoga, corporate yoga, and ﬁtness.and ﬁtness.

Regardless of the pathway that a yoga teacher may take, there are two

Regardless of the pathway that a yoga teacher may take, there are two important factors to consider whenimportant factors to consider when setting up a private yoga class –

setting up a private yoga class – venue and marketing.venue and marketing.

Venue Venue

There are two main ways to start teaching classes. The first is to rent space in a studio or local hall, or to There are two main ways to start teaching classes. The first is to rent space in a studio or local hall, or to become employed by a fitness centre. Since yoga studios vary by size, location, type, staff, and classes become employed by a fitness centre. Since yoga studios vary by size, location, type, staff, and classes offered, start-up costs vary widely as well.

offered, start-up costs vary widely as well.

When looking for a suitable space or venue to teach yoga, it’s important to keep the customers in mind When looking for a suitable space or venue to teach yoga, it’s important to keep the customers in mind - what is most convenient for them? Ideally, being close to other businesses that are already attracting - what is most convenient for them? Ideally, being close to other businesses that are already attracting that type of customer would be beneﬁcial – therefore it’s important to notice competitor locations and also that type of customer would be beneﬁcial – therefore it’s important to notice competitor locations and also parking for customers.

parking for customers.

When choosing a location, it’s also useful

When choosing a location, it’s also useful to allow scope for retail ito allow scope for retail income opportunities. Participants will lookncome opportunities. Participants will look to teachers for expert advice on yoga mats, bags, blocks, clothing, etc. Such items can be made available to teachers for expert advice on yoga mats, bags, blocks, clothing, etc. Such items can be made available on-site or at point of sale, and company logos can even be printed on them to promote the business.

on-site or at point of sale, and company logos can even be printed on them to promote the business.

As an alternative to looking for a

As an alternative to looking for a venue or hiring a space, teachers may want venue or hiring a space, teachers may want to consider being employedto consider being employed by one of the following:

by one of the following:

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• Yoga StudiosYoga Studios

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• Leisure centresLeisure centres

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• Health ClubsHealth Clubs

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• Corporate businessesCorporate businesses

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• Educational institutions (universities, colleges, and adult education)Educational institutions (universities, colleges, and adult education)

When approaching the above to seek work yoga teachers should consider the following:

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• Prepare an effective CV and cover Prepare an effective CV and cover letterletter

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• Find out where job openings for yoga teachers are adverFind out where job openings for yoga teachers are adver tised and how to ﬁnd unadvertised and how to ﬁnd unadvertised jobstised jobs

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• Dress appropriately, and prepare and plan for any expected questions in an interview for a yogaDress appropriately, and prepare and plan for any expected questions in an interview for a yoga teaching job

teaching job

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• Decide on the best way to demonstrate your skills to Decide on the best way to demonstrate your skills to employersemployers

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• Break into yoga teacher jobs through substitute teaching (cover other people’s classes)Break into yoga teacher jobs through substitute teaching (cover other people’s classes)

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• Find out what the typical pay rates areFind out what the typical pay rates are

The Business Centre (2011) also recommends the following when setting up a business:

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• Who is your target market?Who is your target market?

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• Create a business planCreate a business plan

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• Consider any legal matters and Consider any legal matters and insuranceinsurance

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• Choose a location:Choose a location:

o pros and cons of teaching from home o pros and cons of teaching from home

o inexpensive options for renting space for a few yoga

o inexpensive options for renting space for a few yoga classes per weekclasses per week o leasing a full-time space

o leasing a full-time space o designing your space o designing your space

Copyright © 2012 Active IQ Ltd. Manual not for resale Copyright © 2012 Active IQ Ltd. Manual not for resale Level 3 Diploma in Teaching Yoga (QCF) - Manual Level 3 Diploma in Teaching Yoga (QCF) - Manual

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•

• Start-up costs for:Start-up costs for:

o a home studio o a home studio

o part-time studio rental o part-time studio rental o full-time rental of a studio o full-time rental of a studio

•

• Setting your prices for classes, drop-ins, monthly fees, term fees, course fees and private sessionsSetting your prices for classes, drop-ins, monthly fees, term fees, course fees and private sessions

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• Inexpensive ways to market your classes to attract studentsInexpensive ways to market your classes to attract students

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• How to ensure you get paidHow to ensure you get paid

Marketing Marketing

Marketing is a key

Marketing is a key part of part of a successful yoga class. Ta successful yoga class. Teachers will need to decide eachers will need to decide which customers to target,which customers to target, as well as determining how they will reach and win new customers. At the same time, it’s important to as well as determining how they will reach and win new customers. At the same time, it’s important to keep existing customers happy, through regular service reviews and improvements. These processes are keep existing customers happy, through regular service reviews and improvements. These processes are part of the

part of the marketing plan, which sets out clear objectives and explains how they will be achieved..marketing plan, which sets out clear objectives and explains how they will be achieved..

Marketing objectives Marketing objectives

Marketing objectives should be based on understanding strengths and weaknesses in

Marketing objectives should be based on understanding strengths and weaknesses in the environment thatthe environment that the business is

the business is operating. Objectives should always be operating. Objectives should always be SMARTSMART::

•

• Specific - for example, setting an objective of getting ten parSpecific - for example, setting an objective of getting ten par ticipants to the first classticipants to the first class

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• Measurable - whateMeasurable - whatever the objective is, ver the objective is, it’s important to know when it has it’s important to know when it has been reachedbeen reached

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• Achievable – resources must be in place to achieve the objective.Achievable – resources must be in place to achieve the objective.

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• Realistic – targets should be set that are achievable and not over-ambitiousRealistic – targets should be set that are achievable and not over-ambitious

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• Time-bound – deadlines should be set for achieving the objective. For example, aiming to get tenTime-bound – deadlines should be set for achieving the objective. For example, aiming to get ten regular participants within the next 12 months.

regular participants within the next 12 months.

The marketing mix The marketing mix

The marketing mix offers a simple approach to directing marketing efforts for any business, and is often The marketing mix offers a simple approach to directing marketing efforts for any business, and is often referred to as the ‘4 Ps’.

referred to as the ‘4 Ps’.

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• ProductProduct

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• PricePrice

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• PlacePlace

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• PromotionPromotion

To meet customers’ needs, a yoga teacher must develop services to satisfy them, charge the right price, To meet customers’ needs, a yoga teacher must develop services to satisfy them, charge the right price, offer them in

offer them in the right place, and the right place, and make the existence of make the existence of the services the services known through promotion (Tknown through promotion (Table 2).able 2).

PRROODDUUCCTT PPRRIICCEE PPLLAACCEE PPRROOMMOOTTIIOONN S

Seerrvviiccees s CCllaasss s pprriiccee LLooccaattiioonn PPuubblliicciittyy O

Oppttiioonnaal l sseerrvviicceess DDiissccoouunnttss FFrreeqquueennccy y oof f sseerrvviiccee SSaallees s pprroommoottiioonn E

Exxppeerrttiisse e CCrreeddiit t tteerrmmss PPeerrssoonnaal l sseelllliinngg Specialism

Specialism Cancellation Cancellation policypolicy

Table 2 The marketing mix Table 2 The marketing mix

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SWOT analysis SWOT analysis

A yoga teacher needs to be able to assess their market competition. A common tool used for this is a SWOT A yoga teacher needs to be able to assess their market competition. A common tool used for this is a SWOT analysis. This tool gives a summary of the strengths and weaknesses of the business, together with the analysis. This tool gives a summary of the strengths and weaknesses of the business, together with the opportunities and threats it may face.

opportunities and threats it may face.

S – – StrengthsStrengths

W – Weaknesses – Weaknesses

O – – OpportunitiesOpportunities

T – – ThreatsThreats An example SW

An example SWOT analysis for a hoOT analysis for a home-based me-based yoga teacher is syoga teacher is shown in Thown in Table 3.able 3.

S- strengths

S- strengths Private training facilityPrivate training facility Flexible working pattern Flexible working pattern No commission or rent to pay No commission or rent to pay W- weaknesses

W- weaknesses Range of equipment availableRange of equipment available No cover for illness

No cover for illness

Clients not available on tap Clients not available on tap No holiday pay

No holiday pay O- opportunities

O- opportunities Other professional linksOther professional links Sports teams

Sports teams

Mothers/fathers at school gate Mothers/fathers at school gate Local businesses

Local businesses T- threats

T- threats IllnessIllness

Other Yoga teachers Other Yoga teachers Health clubs

Health clubs

Table 3 Example SWOT analysis Table 3 Example SWOT analysis Marketing styles and formats

Marketing styles and formats

There are many different ways that Yoga teachers can market their services. These may include:

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• posters and bannersposters and banners

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• flyers, leaflets and postcardsflyers, leaflets and postcards

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• business cardsbusiness cards

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• direct maildirect mail

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• adverts (paper and local magazines)adverts (paper and local magazines)

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• editorialseditorials

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• work site promotionwork site promotion

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• supermarket and shopping centre promotionsupermarket and shopping centre promotion

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• stands at relevant events and showsstands at relevant events and shows

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• web siteweb site

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• word of mouthword of mouth

The yoga teacher’s task is to take these styles and mix them effectively to produce useful leads. In order The yoga teacher’s task is to take these styles and mix them effectively to produce useful leads. In order to do this, the teacher will need to have a strong message running through all of these mediums. This to do this, the teacher will need to have a strong message running through all of these mediums. This message should reﬂect the product, teaching style and personality – this is known as

message should reﬂect the product, teaching style and personality – this is known as branding.branding.

Effective leaﬂets and adverts Effective leaﬂets and adverts

1. Use an attention grabbing headline that contains a reason to look 1. Use an attention grabbing headline that contains a reason to look

2. Explain how the features of the product produce the beneﬁts to increase the reader’s interest (for 2. Explain how the features of the product produce the beneﬁts to increase the reader’s interest (for

example “yoga techniques will help to reduce stress”) example “yoga techniques will help to reduce stress”)

3. Increase the customers’ desire for the product by showing actual results and listing testimonials 3. Increase the customers’ desire for the product by showing actual results and listing testimonials 4. Explain in detail exactly the action that the reader has to take in order to attend classes (e.g. call or 4. Explain in detail exactly the action that the reader has to take in order to attend classes (e.g. call or

come to ﬁrst class) come to ﬁrst class)

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References References

1. Appleton, K (2004). Yoga in Practice. Macmillan PressAppleton, K (2004). Yoga in Practice. Macmillan Press

2. Business Centre (2011). How Business Centre (2011). How to start to start a yoga a yoga business. Available at: http://www.business. Available at: http://www.homebusinesscenterhomebusinesscenter..

com/how_to_start/yoga_business.htm

com/how_to_start/yoga_business.html (Accessed l (Accessed on 14/11/11).on 14/11/11).

3. Cummins, C (2011). Using blocks and straps for yoga. Available at http://www.livestrong.com/ Cummins, C (2011). Using blocks and straps for yoga. Available at http://www.livestrong.com/

article/337540-instructions-on-article/337540-instructions-on-using-blocks-straps-using-blocks-straps-for-yoga. for-yoga. (Accessed (Accessed 14/11/11).14/11/11).

4. Desikachar, TKV (1999). The Heart of Yoga. Inner Traditions International, Vermot.Desikachar, TKV (1999). The Heart of Yoga. Inner Traditions International, Vermot.

5. Easwaran, E (2003). The Bhagavad Gita. Easwaran, E (2003). The Bhagavad Gita. Nilgiri Press, California.Nilgiri Press, California.

6. Encyclopaedia of Mind Encyclopaedia of Mind Disorders (2007). Deﬁnition Disorders (2007). Deﬁnition of meditation. Available at of meditation. Available at wwwwww.minddisor.minddisor.com.com (Assessed on 6/1/2011).

(Assessed on 6/1/2011).

7. Frederic, P (2008). 100 Beneﬁts of Meditation. Available at http://www.ineedmotivation.com/ Frederic, P (2008). 100 Beneﬁts of Meditation. Available at http://www.ineedmotivation.com/

blog/2008/05/100

blog/2008/05/100-beneﬁts-of-meditation/ (Accessed -beneﬁts-of-meditation/ (Accessed 8/11/11).8/11/11).

8. Kelly, T (2011). Planning a yoga class. Available at http://yoga.lovetoknow.com/Yoga_Class_Teaching_Kelly, T (2011). Planning a yoga class. Available at http://yoga.lovetoknow.com/Yoga_Class_Teaching_

Plan (Accessed 29/11/11) Plan (Accessed 29/11/11)

9. Swami Satyananda Saraswati (1996). Asana Pranayama Mudra Bandha. Yoga Publications Trust,Swami Satyananda Saraswati (1996). Asana Pranayama Mudra Bandha. Yoga Publications Trust, India.

India.

10.

10.Swami Muktibodhananda (1993). Hatha Yoga Pradipika: Light on Hatha Yoga. Yoga PublicationsSwami Muktibodhananda (1993). Hatha Yoga Pradipika: Light on Hatha Yoga. Yoga Publications Trust, India

Trust, India

11.

11.Thorne, D (1996). Safety in asana: Class hand-out. British Wheel of Yoga Teacher TrainingThorne, D (1996). Safety in asana: Class hand-out. British Wheel of Yoga Teacher Training

129 Appendix 1 Appendix 1

The yoga postures illustrated within this

The yoga postures illustrated within this appendix are the minimum postures required to appendix are the minimum postures required to studystudy, understand, understand and perform, in order to

and perform, in order to achieve competence in this qualiﬁcationachieve competence in this qualiﬁcation. The number of postures available for a. The number of postures available for a yoga teacher to sha

yoga teacher to share with their yoga participants is vare with their yoga participants is vast and considered beyonst and considered beyond the scope of this ted the scope of this text. xt. AA good teacher will have a tool box of a minimal number of postures that they understand and can teach good teacher will have a tool box of a minimal number of postures that they understand and can teach well.

well.

Many postures will engage different parts of the body, and one of the aims of a yoga class is to ensure that Many postures will engage different parts of the body, and one of the aims of a yoga class is to ensure that it contains a balance of different movements that

it contains a balance of different movements that work each area of the body, allowing for movement in allwork each area of the body, allowing for movement in all directions. A class plan should

directions. A class plan should include postures that cover the include postures that cover the positions from the list positions from the list belowbelow..

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• StandingStanding

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• SeatedSeated

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• LyingLying

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• BalancingBalancing

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• Lateral ﬂexionLateral ﬂexion

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• Forward bendsForward bends

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• Backward bendsBackward bends

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• InversionsInversions

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• TwistingTwisting

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