Getting the Message Out by Greta Kent-Stoll
Greta Kent-Stoll is the Co-Owner of Iyengar Yoga Asheville.
In my observation, Iyengar Yoga practitioners tend to be deep thinkers—interested in the internal experience of the yoga practice—learning, doing, and teaching from the inside out. We are trained to observe and feel the inner workings of the practice. This deep-dive approach is perhaps why many of us shy away from heavy marketing. We don’t want to compromise the integrity of what we do. We believe in the inherent value of Iyengar Yoga, and perhaps some feel that the teachings speak for themselves, marketing not required.
You may wonder, how can we honor the legacy of Iyengar Yoga and allow space to evolve, grow, and adapt? Can we preserve, and be inspired by, the iconic B.K.S. Iyengar aesthetic and at the same time cast a wider net in terms of reaching prospective students? I think the answer is yes—that it really isn’t a question of “if” but rather “how?” For those who watched the Ruth Bader Ginsburg biopic, On the Basis Of Sex, “A court ought not be affected by the weather of the day, but will be by the climate of the era.” The core of the teachings remain the same, but the time, place, and climate of the era will undoubtedly have an impact on how we convey our message. For instance, yoga teachers today are using technology, such as social media apps and software programs, not only to market but to teach. Most of us were not teaching on Zoom even three years ago!
Iyengar Yoga has a ton to offer people from all walks of life. Iyengar Yoga teachers are well-trained and well-practiced. We can trust in the value of what we have to offer, but as a community we don’t always do the best job at getting the word out. You could make the best ice cream in town, but if nobody tries it, how will the quality of your product be appreciated? Perhaps most important as we consider bringing more people to the practice, B.K.S. Iyengar himself set an incredible example for us in the way that he made yoga more visible and more accessible, thus casting a wider net for who could take up the practice. If more people knew about Iyengar Yoga, it is quite likely that interest would grow—and more people would become students, practitioners, and eventually teachers in the Iyengar method.
Be Visible
Even for those who are interested in marketing, it isn’t always easy to be seen and heard amidst the vast competition. With all the different methods of yoga to choose from (and perhaps more yoga trends than you can keep track of), some of us may question whether or not young people, for instance, would be interested in Iyengar Yoga. We may assume—or fear—that many people would deem Iyengar Yoga too strict, austere, challenging, or boring. (None of which need be the case!)
I am of the impression that more people would take to Iyengar Yoga if we gave them the chance, and more importantly, if they knew it existed in the first place. It could be that the main reason why more people in the United States aren’t practicing Iyengar Yoga is that they simply don’t know about it. I could be wrong, but I have a hunch that there are enough people out there who would be attracted to the offerings of well-trained teachers, who want to understand the hows and whys of the yoga practice. As a community, we could draw more people to Iyengar Yoga—if we give them the chance.
Of course, this also means that we need to meet people where they are, teach in a dynamic and engaging way, put in the work, and remain present and fresh in our teaching. And none of this is contradictory to the heart and core of Iyengar Yoga.
Tell Your Story
For some, marketing your yoga studio, classes, and programming may be second nature. This may be particularly true for those who have prior experience in the fields of marketing, advertising, or business. However, I would venture to guess that many Iyengar Yoga teachers, studio owners, and administrators don’t feel completely at home when it comes to marketing and promoting. Yet, as one of my Ayurveda teachers would often repeat, “If you go out of business, you won’t be able to help anyone.” So although we don’t teach yoga for the money, being financially viable is a necessity for most of us; who doesn’t want a yoga community that is more full and vibrant?
Maybe it will help to reframe the task at hand. What if marketing isn’t a matter of selling goods but a matter of telling your story? What is the story of Iyengar Yoga and how is it expressed through your experience and your community? Personally, I have never been much of a salesperson. Yet, if I am sharing something I believe in and care about—be it Iyengar Yoga, Ayurveda, or a humanitarian cause, I don’t mind taking up oxygen. So think about marketing in terms of painting a picture, telling a story, sharing something meaningful with people who otherwise might not find out. Also, it’s a matter of building community and staying connected to the community that you have already formed.
Think It Through: Intention Matters
Through my conversations with Iyengar Yoga teachers and studio owners, Aretha McKinney Blevins and Heather Haxo Phillips, I have learned that for many of us, the business of yoga begins personally and within our local communities. It then extends out into how we represent who we are and what we do on a larger scale.
Most importantly, effective marketing and promotion takes time, resources, and thoughtfulness. Whether you have an ample marketing budget and hire professionals, or if you take a cost-free DIY approach, being thoughtful and intentional pays off.
So here are several framing questions and practical tips to consider in thinking about marketing your yoga studio, classes, and programming. These come from personal experience and conversations with people who have made strides in the business of yoga and who have had success in creating, building, and maintaining community.
The Business of Yoga: Practical Tips
Think it through. Who do you want to attract? How will you find those students? What are the practical steps that need to be taken? If you want to target a particular audience, how will you reach them? What are the platforms, venues, words, images, and offerings that will speak to your target audience? Do you need to go to them (i.e. offer a yoga class at a community center) versus expecting them to come to you? Also, do you need to take steps to help beginners and those new to Iyengar Yoga feel more welcome?
Talk to your students. Retaining students is even more important than attracting new students. In addition to offering quality instruction and programming, stay in touch with your community through regular emails and other forms of communication. Let your students know that they are seen and heard. You may also want to consider hosting community events, such as movie night, fundraisers, and other in-person or online events that help students and teachers feel a sense of connection—off the yoga mat.
Word of mouth is a tremendous tool. If your current students feel connected and enthusiastic about their yoga practice, they will be more likely to bring others to class.
Pricing is marketing. As Heather Haxo Phillips pointed out in our conversation, fee structure makes a huge difference. Some even consider fee structure to be foundational. Consider accessibility and simplicity. Are your rates reasonable and simple or do they leave students confused? (Remember, you can always change your fee structure if you see flaws in your current model.) In order to increase accessibility, you may want to consider new student specials and scholarships or sliding scale rates that are easy to access.
In my conversation with Heather, she strongly endorsed having a monthly recurring membership. This makes it simple for students and helps create a sense of commitment and belonging.
Network with other local businesses and organizations. Consider collaborating with another local business or nonprofit to organize a fundraiser or community event. My husband and I joined the local Chamber of Commerce to meet other local business owners and network within our community. We are new members and are still exploring, but so far we have found value in joining the organization, and it has expanded our network. You could also organize a volunteer opportunity for students and teachers—a way to engage in a supportive way with your local community.
Be approachable. This doesn’t mean that quality and integrity need to be compromised. However, students who are new to yoga, (or Iyengar Yoga), may need some extra support in feeling welcome. The ways in which we use props in Iyengar Yoga, and even the clothing we wear, may seem peculiar to newcomers. A friendly attitude and a bit of explanation go a long way. Once students feel welcome and see the logic in why we do what we do, they will likely come to appreciate even the quirks of our methodology.
Keep your Google profile up-to-date. Be sure that your business contact information and hours are accurate, and update your profile with images that provide a window into what you offer. Google listings are widely used when people search for businesses, and they’re free!
Be consistent and thoughtful in your use of social media. There is much emphasis placed on social media these days, but in order to be effective, you don’t need to spend hours a day on social media apps. I like the motto, “be there, be awesome, be gone” when it comes to social media. Be consistent and thoughtful, be yourself, and the time spent will likely be worthwhile. Also, depending on the demographic you want to reach, consider which social media platforms you use. According to Pew Research Center (2021), Facebook and YouTube are the most used social media platforms. However, 71% of adults ages 18-29 use Instagram, and TikTok and Snapchat are also quite popular among younger adults. So, if you want to reach more young people, consider those platforms in particular.
If you are not interested in engaging with social media or feel like you need help in this arena, consider exchanging social media assistance for yoga classes. There may be an Instagram star hiding out in your student base!
The power of language. The words that we use to describe who we are and what we do makes a tremendous difference. This means expressing values, mission, and methodology on your website—and reinforcing those messages through newsletters, emails, and social media.
Also, consider using tags, hashtags, and SEO (search engine optimization) keywords to boost your online presence. If you are looking for a place to start with hashtags and SEO keywords, this article may be helpful. You can incorporate keywords on your website, particularly if you maintain a blog. This can help more people find you on the internet. You don’t need to have a whole lot of tech savvy to use these tools, and you don’t have to learn everything all at once.
If you use social media, consider tagging IYNAUS and IYASE in your promotions. This will help more people see your posts, and IYNAUS and IYASE may repost your images and videos if you tag them @iynaus and/or @iyengaryogase. When other users repost for you, this can greatly increase your reach.
Also, if you are teaching or hosting a workshop, you can post your events through the IYNAUS and IYASE websites. This is yet another way that we can all work together to help get the word out.
Stay true and be yourself. As Iyengar Yoga teachers, studio owners, and practitioners, we have a wealth of experience to offer. You don’t have to be a model or star athlete. Also, you don’t need to spill your guts on social media. However, there is nothing wrong with revealing your strengths and weaknesses—your works in progress, and candid moments. Posting images and videos of students is great because it may help prospective students envision themselves in a yoga class. Just be sure to get permission before posting.
Marathon not a sprint. Just like the practice itself, marketing and running a successful yoga center is a marathon, not a sprint. We are in it for the long haul! So set reasonable, practical goals, be consistent, and ask for help from experts in your community. You may not love to write, but perhaps there is someone in your yoga community who does. You may know nothing about web design, but there is nothing wrong with seeking professional help.
Keep Evolving
If marketing is a matter of telling a story and making connections, what is the story you want to tell? What are the connections you want to make? What is the story of your practice, your community, your business—as an individual, a local community, and as a member of a global community and a rich yoga tradition?
How do you tell that story? What words and images speak to who you are, what you value, and who and what you want to attract and nurture?
How do we use words, images, technology, and human-to-human connection to spread the teachings of Iyengar Yoga to more people? How can we welcome a wider range of people to learn from this rich yoga methodology? I have presented several framing ideas and questions to consider in this article. If we want Iyengar Yoga to last, we need to put in the time and effort not only to be strong teachers and practitioners, but also to take those practical steps to make Iyengar Yoga more visible and welcoming. Though marketing can seem like a daunting task, we are not alone in this process. The more that we access the strength of our communities by sharing ideas and success stories—and by pondering these questions together, the stronger Iyengar Yoga shines as a whole. If we each light a small candle in the dark, the result is one, big radiant light.
Greta Kent-Stoll is the Co-Owner of Iyengar Yoga Asheville.