Yoga studio business plan. How to open a yoga studio

What is missing for a person who is forced to obey the energetic rhythms of a modern metropolis? What is the dream of an office worker or an entrepreneur who lives in an intensive regime and subordinates his routine to urgent matters? About calmness. About relaxation. About the opportunity to stop running a race against time and at least have a little chat with the most important person in your life - with yourself.

It is this opportunity that yoga offers - perhaps the only fitness direction that helps to strengthen not only physical, but also mental health. Modern yoga practices have centuries-old roots and originate in ancient Indian philosophy, the purpose of which was to achieve a balance of spirit and body, gain enlightenment and control over one's physical and mental processes. Having gained popularity, modern yoga, designed for the general consumer, has become more simplified in terms of spiritual content, turning from a philosophical school into a school of maintaining a healthy state of the body and psychological relaxation.

It is because of the rich history and time-tested practices that this direction enjoys stable popularity in modern society. People do not have enough sports areas aimed at gaining and maintaining an exclusively physical form - they also need the opportunity to shed the burden of accumulated negative emotions, put their thoughts in order in a calm environment, and take themselves out of the brackets of everyday fuss. Therefore, yoga studios are steadily opening throughout Russia - even in small towns.

Before we start

If you have decided to open your own business in this area and are reading your article in search of specific steps and technologies, then most likely you are already a fan of yoga philosophy and understand its directions and practices yourself. And for those who simply decide to build a business, guided by the fashion for this fitness trend, a short excursion to the most popular yoga schools will be useful.

1. - Hatha yoga. The undisputed leader in popularity both in Russia and abroad. It is the basic step of a more extensive flow, the general goal of which is to find a balance between the energies of Yin and Yang, to achieve physical perfection. It consists of relaxation practices, physical and breathing exercises, as well as a proper nutrition system.
2. - Raji yoga. The goal is mind control. The remedy is meditation practice.
3. - Prana yoga. The goal is to control the life energy Qi. The remedy is breathing exercises.
4. - Ashtanga yoga. A complex of successive asanas (postures), as well as techniques for concentration of breath and attention. Consists of eight steps.
5. - Kundalini yoga. The goal is the awakening of divine energy. The remedy is a complex of physical and breathing exercises, meditative practices and mantra reading.
6. - Iyengar yoga. The goal is to be in perfect physical shape. Means - a complex of various asanas using supports.
7. Anti-gravity yoga. A modern complex designed several years ago by gymnast and dancer Chris Harrison. The goal is to develop overall body coordination and strengthen all major muscle groups. It has a very indirect relation to the philosophy of yoga. It is a fitness workout using yoga elements. Asanas are performed without contact with the floor and walls, in the air, using trapezoid hammocks (AirSwim) suspended from the ceiling. Due to the unusual format, this direction is currently in great demand, and in our country the niche of anti-gravity yoga is practically not occupied due to the need for retraining of trainers and specially equipped halls.

When choosing the areas of yoga that will be presented in your studio, be sure to conduct a marketing study of competitive offers (your direct competitors are already operating yoga centers, and indirectly - all kinds of sports studios, fitness clubs and similar organizations offering health services). Study the demand for various areas of yoga among the inhabitants of your city and the occupancy of this niche in various areas - this will be the determining factor when choosing a place for a studio. Marketing research can be ordered from a specialized agency, but if you have the skills of a marketer, you can conduct a market analysis yourself to reduce investment in starting a business.

Location and rent

When choosing a room for a studio, first of all, pay attention to the proximity of direct and indirect competitors. If there is already an existing yoga center near the location you like, then it will be difficult for you to gain the required number of clients, since all interested parties are already visitors to this center.

In addition, evaluate the location in terms of attractiveness to potential customers. If the studio is located in the city center or just next to large office centers, then it will be convenient for people to get to it after work (after all, the vast majority prefer to study in the evening hours). Proximity to public transport stops, location on the "first line" with high traffic and additional amenities (parking, easy access, etc.) also increase your competitiveness. But neighborhoods with noisy establishments should be avoided in the same way as neighborhoods with competitors, because yoga classes require concentration, eh. means incompatible with extraneous loud sounds.

As for the area of ​​the room, it should be at least 60-80 square meters (this includes a training room, a relaxation area, a shower, a toilet and a locker room, a hall and / or a relaxation area). An additional bonus will be the availability of free space for a tea room (which will add atmosphere to your studio) and a corner for selling related yoga products - mats, aromatic oils and sticks, incense burners and aroma lamps, tea, related literature, etc. (this will allow you to earn additional income).

Extraneous noise should not penetrate into the room, in addition, a good ventilation or air conditioning system is needed so that stale air does not spoil the impression of classes. Also, if you are going to make repairs (and in most cases you will have to), then pay special attention to the floor. Usually yoga is practiced with bare feet, so the floor must be warm and non-slippery to provide the necessary grip when performing asanas. The ideal combination of "price-quality" option is a wooden coating or high-quality textured laminate. A more expensive option, but perhaps the most suitable one, is ceramic tiles with a rough surface, combined with a heating system (“warm floor” or “warm ceiling”). In terms of wall decoration and overall design, you can opt for a neutral, calm interior in muted tones, or add a touch of creativity to the atmosphere and paint the walls with bright patterns in warm colors. The most important rule and criterion is that it is pleasant and comfortable to be within the walls of your center.

On average, renting an area for a yoga studio will cost you 35-40,000 rubles (prices may vary depending on the region). If we add to this figure the costs of the monthly maintenance of the studio (utilities, the purchase of water, paper towels and liquid soap and other “consumables” necessary for the convenience of your visitors), then the costs will increase to 50,000 rubles.

Equipment

The list of accessories for the yoga studio includes:

Personnel

Qualified trainers are one of the main components of the success of your studio. You should not save money by hiring inexperienced newcomers, and if you still decide to go down this path, then be prepared to invest in their training (the cost of participating in one training seminar costs about 3,500 thousand per person) or train staff yourself (this is convenient if you already know the art of yoga). Often, entrepreneurs who open yoga studios are part-time trainers themselves and act as teachers themselves - this allows you to save on the payroll.

The most common payment option for a trainer is a percentage of the income from each session (25-40%). In some cases, trainers act as partners of the entrepreneur, concluding a contract for the sublease of premises. The fixed salary option is perhaps the most unfortunate and is beneficial to the employer only if the trainer leads classes in a large group.

In addition, you will need:

• Administrator (2 people). Fixed salary.
• Sales managers. Minimum salary plus a percentage of subscription sales. With part-time employment - interest without salary.
• Accountant (remote). The average salary is 5,000 rubles.
• Cleaning lady (part-time).

The function of an advertising manager can be performed by the entrepreneur himself (if not, when writing a business plan, this position should be allocated in a separate position). Also, the owner of the studio can take on the duties of an administrator.

Marketing

To make yourself known, advertise your studio opening in friendly fitness centers, beauty salons or sports stores, distribute flyers to the stands of the area in which the studio is located, or involve promoters in the distribution (so that the person who receives the flyer from the hands of the promoter, don’t throw it away right away, let it entitle you to a small discount when paying for your classes). Hold an "open day" - this will allow you to acquaint those who come with the work and mission of your studio and make some of the guests your potential clients (according to statistics, 30-40% of those who attended free trial classes later purchase a subscription).

Auxiliary tools in promoting your business will be the Internet site and groups in social networks. It is most convenient to focus on maintaining the VKontakte group, since it is this network that has the largest audience. The possibilities of online advertising are very wide - you can "make friends" with other groups of similar topics and make mutual reposts of ads, as well as hold competitions - for example, raffle off free subscriptions or one-time classes for a repost. Let these contests become regular (a free session once a week or a free subscription once a month) - this will create a lively atmosphere in the group and increase the number of people who will place your ads on their profiles for free.

Another tip for running a group on social networks is directly related to content - remember that not only advertising information should flash in the news feed of your subscribers. The philosophy of yoga provides ample opportunities for interesting community content - motivating sayings of the sages, atmospheric photos and positive pictures, music for training and meditation, advice on proper nutrition and video tutorials. In a word, create the same atmosphere in the online community that you would like to see in the studio itself.

Registration of a business entity

The most convenient forms of registration for entrepreneurs are individual entrepreneurship or a limited liability company. Registration of an IP is the least expensive (800 rubles), it does not require either the legal address of the company or the authorized capital. However, an individual entrepreneur is responsible for his activities with all his property, while the founders of an LLC (they can be both individuals and legal entities) risk only their parts of the authorized capital. It is convenient to open an LLC if you are starting a business with partners, or if you want to expand your business to a network of yoga studios in the future. The cost of opening an LLC will be 4,000 rubles, and the list of documents in this case is longer - this includes the decision to establish a company, its charter and constituent documents of this legal entity, while an individual entrepreneur only needs the applicant's passport and his TIN.

Yield

According to average estimates, the initial costs of opening a small yoga studio will be about 400-500,000 rubles (this includes the cost of renting and repairing the premises, the purchase of the necessary equipment for training and related yoga products for sale, registration of a business entity, advertising and unexpected expenses). The payback period of the case is estimated at 12-15 months.

To increase the profitability of the studio, do not let it be empty during the daytime (most classes are held in the evenings, after the end of the working day). Make a discount on morning and afternoon workouts, hold creative classes (drawing, singing, etc.) or seminars on proper nutrition and cooking, vegetarianism and raw foodism, breathing practices, psychology and Vedic culture. There are a great many options - the main thing is that they somehow reflect the general orientation of yoga as a philosophy of life. Let your studio become not just a place for training, but a “second home” for everyone who is looking for spiritual improvement and creative development.

If you need to look for employees, then you should conduct a preliminary calculation of the feasibility of investments, which will show the level of demand and competition, the likely costs, possible obstacles and ways to overcome them. And for starters, it’s worth getting acquainted with someone else’s similar experience.

Yoga business plan for the city of Barnaul, summary

The aim of the project is to open a yoga studio. To implement the plan, 1,090 thousand rubles will be required, which will be contributed in shares by 2 partners. The enterprise will pay off in the first year of operation, provided that investors act as trainers.

Company information

Yoga Studio "Philosophy of the East" will provide services to representatives of the middle class in Barnaul, for which it is planned to rent a small room in the central part of the city, where there are many offices.

Business environment

The level of competition in the city is average. There are 5 similar enterprises for 600 thousand inhabitants. This is a lot, considering that the peak of yoga popularity is over, and the classes themselves require a lot of dedication, while most club visitors prefer to practice and have fun at the same time. But if you conduct an advertising campaign correctly, then it is quite possible to take 30% of the market in the first year of operation. Despite the fact that yoga is a philosophy for men, and representatives of the weaker sex were not allowed to practice it for a long time, female managers, for whom it is especially important to combine the spiritual and physical, should become the main clients. That is what the course will focus on.

Marketing and sales plan

There are 5 similar sections in the city. The cost of their services varies from 100 to 350 rubles. There are usually 2-6 lessons per day in small groups - up to 10 people. The average monthly income is 150-200 thousand rubles or more, which allows you to earn more than 2 million rubles a year.

operational plan

Starting to implement a yoga business plan should be with market research. We used a ready-made survey conducted by the local press. Of course, it cannot be called a full-fledged marketing research, but in our case we are not talking about a new business, the reaction of the townspeople to which is unpredictable. Similar enterprises are already successfully operating in the city, so it remains only to decide on the saturation of the market. The study showed that Barnaul residents do not have enough good sports-oriented enterprises. So it is worth opening a new business in this industry in the city.

The next stage is the preparation of the necessary documents and the search for premises for rent. The location of the studio should be as convenient as possible, since people are not inclined to travel far for leisure. It is advisable to find a room located near large offices, whose employees could become clients. For work, you need at least 60-80 m2, taking into account the fact that in addition to the main hall, visitors should have a shower, toilet, dressing room and relaxation area at their disposal. It is also desirable to provide a corner for the sale of related products. The room should be renovated, even if it seems adapted for the specified tasks without additional effort. Since even small inconveniences can scare away customers. After all, they come here not to work, but to relax with health benefits. Next, you will need to purchase furniture and utensils: a water cooler, plastic cups, a kettle, a tea set. You will also need various little things, such as: toilet paper, towels and others, which, however, will come out monthly in a rather noticeable amount - 10-15 thousand rubles.

Workforce plan

When opening a yoga studio, you yourself need to be well versed in this school of Eastern philosophy, or find someone who will take on the role of manager. But usually such a business stems from a hobby, when the owner simultaneously acts as a coach, at least at first. In our case, the company is created by partners. Both know the school well, both will lead classes. Besides, we'll need a cleaning lady.

* Calculations use average data for Russia

250 000 ₽

Minimum starting capital

12 months

Payback

20%

Profitability

From 3 000 ₽

Avg. lesson cost

Yoga is one of the six orthodox philosophical schools that appeared in ancient India. However, today yoga has received a slightly different, more simplified meaning. Modern adapted yoga practices are more of a healing nature and are positioned by numerous fitness centers as an effective and time-tested way to maintain health and maintain excellent physical shape.

Choosing a direction

The main goal of raja yoga is to achieve mind control through meditation. The goal of the practice of Kundalini Yoga is to awaken the divine energy of Kundalini. It includes mantra recitation, meditation, breathing and relaxation practices, and physical exercises.

Another popular trend is Ashtanga yoga, which includes eight steps and is a series of sequential postures, breathing techniques and concentration.

In Iyengar yoga, the focus is on the position of the body, which is necessary for harmonious development and gaining anatomical perfection. This is achieved through the adoption of certain postures (asanas) using supports.

Prana yoga is a type of yoga based on breathing exercises that allow you to control the life energy Qi.

Sahaja Yoga is a method of meditation for achieving inner balance in the emotional, physical and mental state of a person. And, finally, agni yoga is a religious and philosophical doctrine of life.

There are other, more modern modifications of ancient practices. For example, these include a new training system called "anti-gravity yoga" (or anti-gravity yoga). This set of exercises was developed a couple of years ago by dancer and gymnast Christopher Harrison. But even in this short period of time, anti-gravity yoga has won a large number of fans in Europe and the USA. For our country, this type of yoga is still a novelty, although even now some Moscow and St. Petersburg yoga centers have specially equipped rooms for classes.

Experts believe that this direction has great prospects in our country. Anti-gravity yoga classes are held in special hammocks (swing), which are suspended from the ceiling of the hall. It is a simplified version of the trapezoid, on which gymnasts work in the air.

Of course, Harrison's creation has a very indirect relation to traditional yoga. It can be called rather a certain type of fitness training for lovers of everything unusual with elements of traditional yoga. In particular, some complex (including “inverted”) asanas are performed on hammocks, which would be difficult to perform without such a supporting element. This direction got its name due to the fact that when exercising in hammocks, a person does not have contact with the hard surface of the floor or walls, which creates a feeling of floating in the air. Anti-gravity yoga classes are held to the music in the style of "new age".

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As a result of such training, you can learn to control and control your entire body, improve coordination of movements, strengthen and develop all major muscle groups. Please note: anti-gravity yoga, as, indeed, the directions of traditional yoga, has a number of contraindications. It is not recommended for hernias, high blood pressure, injuries of the musculoskeletal system, high blood pressure. However, the swing itself can be used not only for active activities, but also for relaxation.

Opening your own yoga studio: organizational issues

The first step in writing a business plan is to determine the viability of your idea. To do this, conduct market research. You can order it from a marketing agency or do it yourself. Study the competitors in your city. Direct competitors include the same yoga studios as the one you plan to open, and indirect competitors include all kinds of sports and fitness centers, dance schools, etc.

Many entrepreneurs open similar centers closer to their homes to make it easier for them to get to work. But still, the main criteria that should be followed when choosing a yoga studio location are the absence of competitors (at least direct ones) and the convenience of your customers. Keep in mind that many potential clients of your center will attend classes after the end of the working day, so it is best to open a large studio in the city center near office buildings.

Smaller centers are great for residential areas, but keep in mind that in this case, the best option for expanding your business is to create a whole network of yoga studios in the main areas of your city. And that requires a lot of money. But at the first stage, you can start with one. If competition, in general, is not great or does not exist at all in your city or suitable area, you can proceed to the next step - calculating possible expenses and expected income. The source of funds also depends on the size of the first amount - either you will manage with personal savings or an interest-free loan from friends and relatives, or you will have to take a loan from a bank or look for investors.

According to the experience of other entrepreneurs, it will take about 250-300 thousand rubles to open a studio. This amount includes registration of a legal entity, renovation of premises, purchase of necessary equipment and inventory. If you do not have such an amount, then there are several options for where to get money.

You can take a loan from a bank, which is associated with certain risks.

Firstly, the payback period of your business will increase slightly.

Secondly, out of season or in case of force majeure, your income will drop sharply, but the loan will still need to be repaid. Therefore, if you still decide to contact banks, try to set aside a certain amount every month “for a rainy day” so that, if necessary, you can make the next installment on time.

You can also team up with a few enthusiasts and open your own studio with common money. On the one hand, this will allow you to manage on your own and at relatively low costs, but on the other hand, you must be confident in your business partners.

As an organizational and legal form of doing business in this case, IP and LLC are best suited. The advantages of the first form are the ease of registration, the absence of the requirement of authorized capital and legal address, in a simplified form of accounting for business transactions. When organizing an LLC, an authorized capital is required. In addition, the liability of the founder in this case is limited only to the funds of the enterprise and does not apply to personal property, as with an individual entrepreneur.

The main items of expenses for the maintenance of a yoga studio include the rent of the premises (together with utility costs, the cost of rent will be about 35-40 thousand rubles per month) and other current expenses. The latter include the purchase of drinking water and a cooler, plastic disposable cups, toilet paper and paper towels, liquid soap, cleaning the premises, security, etc. These expenses will amount to about 10-15 thousand rubles a month.

Choosing a location for opening a yoga studio

Your yoga studio should be located in a location with convenient transportation and parking nearby. Traditional yoga centers consist of the following areas: a practice room, a toilet, a shower, changing rooms (or at least one changing room if space is very limited), a hall (or at least an entrance hall), a tea area, and a yoga store. The last two points are optional, but their presence can significantly increase the profit of your center.

The room where the classes will be held must be equipped with an air conditioning system. Yoga classes require full concentration on the process, so avoid noisy neighborhoods. You should not open such a studio on the territory of dance schools, art houses, sports centers (or the room must have good sound insulation). Pay attention to the floors in the room. Yoga is usually practiced barefoot, so there are special requirements for the floor. Ceramic tiles are the best option for yoga classes, but they are also the most expensive.

The tile should have a rough surface, which creates good adhesion to the surface (recall, yoga is usually practiced with bare feet). When using ceramic tiles, underfloor heating is indispensable. Heating can be from below (according to the “warm floor” system) or from above (the so-called “warm ceiling”). In second place for convenience are wooden floors. It can be a plank floor or parquet. The main thing is that the tree is not slippery and not too rough, leaving splinters. The most economical and easy-to-care option is using high-quality textured laminate. Carpet and linoleum are the most undesirable floor coverings. Carpet absorbs odors and dust, and linoleum is too slippery. In addition, both coatings are not environmentally friendly enough.

What equipment do you need for a yoga studio

Don't forget about accessories and various yoga accessories. For the studio, it is best to purchase inexpensive rugs. It is better to change them more often, as soon as the old ones lose their appearance due to frequent washing. When choosing mats, try to choose non-slip mats of medium thickness. But in reserve, get a few tighter rugs. Not all people are comfortable exercising on a thin rug. People with sensitive skin may experience bruising after exercising on a thin mat. The average service life of one mat is 1.5-2 years with relatively frequent use.

Among other things for studio equipment, you will need belts, blocks, rollers (blosters), blankets, corners for stretching exercises, ropes for backbends, meditation cushions. The number of each item depends on the expected number of people in the group (plus 3-5 in reserve).

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For anti-gravity yoga classes, it is necessary to equip a separate room. In this case, the main requirement for the room is the presence of a sufficiently high ceiling (and reliable fasteners). Of the additional devices, you will need special hammocks - AirSwing trapezoids. Such hammocks are also produced in our country, so there is no need to order them in foreign stores. The simplest hammock model will cost 3.5 thousand rubles. More complex models with an additional hammock can be purchased at a price of 4.5-5 thousand rubles.

Hammocks for practicing anti-gravity yoga have soft inserts at the edges of the main canvas and soft “stirrup” handles to support the legs. These models are universal and suitable for both beginners and professionals. Hammocks are sewn from durable synthetic fabric in various colors. The main canvas of the hammock is 160 cm wide. At the same time, the models are equipped with additional canvases 70 cm wide. Steel carabiners are the most reliable, but some models are equipped with aluminum carabiners. One hammock weighs 1.5-2 kg. Keep in mind that some exercises (usually professional level) will require not one, but two hammocks per person.

In addition to the necessary fixtures, additional accessories and items will be required. Since traditional yoga involves an inseparable combination of physical exercises, relaxation and meditation, it is necessary to create an appropriate atmosphere and mood when conducting classes. First of all, you need audio equipment. The best option is a player that can read from a flash drive. CDs are gradually becoming a thing of the past and are not as convenient to use.

You will also need to purchase scented candles, aroma lamps, stands for candles and incense sticks, decorative pillows, paintings, folk musical instruments and souvenirs. Do not forget that a yoga studio is not just a place where people come to work out. It's more of a club for people with common hobbies. Therefore, it should create an inviting atmosphere. Large yoga centers have special bars where you can order a cup of tea or a whole tea ceremony. But even in small studios, you can provide a place where you can safely drink tea. Of course, this will require special dishes and cutlery.

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It is also worth purchasing and installing stands or special stands for promotional materials, business cards with contacts, etc. at the entrance to your studio. One simple stand costs about 3 thousand rubles. However, you can save money and make a more original version for posting information and leaflets. For example, in the form of a large board with magnetic holders or an organizer with pockets.

Personnel issue

The main condition for the success of such a studio is qualified teachers. Even with the most limited budget, you should not save on people. Often, in small centers, trainers also perform the functions of administrators, advertising managers, sales managers ... Often, start-up entrepreneurs have a question about the system of remuneration of employees. Administrators usually work for a fixed salary.

Sales managers (for finding new customers) - for a percentage of the transaction and a small fixed salary (however, sometimes they do without it when working not full-time). The most difficult thing is to determine the system of remuneration for instructors. The most undesirable option is paying a fixed amount for the lesson. On the one hand, in many cases (for example, with large groups) this is beneficial for the employer and simplifies the settlement system itself. The most common option is to pay the instructor a certain percentage (25-40%) of the profit from each lesson. This system is more flexible.

In small studios, the percentage of revenue that the teacher receives is higher, since objectively, with all his desire, he cannot conduct more classes per day and with a large number of people in the group. In large yoga centers, instructors receive a smaller percentage, which, however, is offset by a large number of classes per day and people in the group. With such a scheme of work, instructors are interested in ensuring that the entire group is as staffed as possible.

There is a third, less common option, involving sublease. Teachers are invited to register as an individual entrepreneur and formalize the sublease relationship. In fact, the owner of the premises and the tenants act as partners.

Please note: if you want to conduct anti-gravity yoga classes in your center (and other types of practice that are still new to our country), most likely you will not find a teacher in your city who works on this program. You will either have to pay for his training, or study on your own (the best option), and then conduct classes in your center. Such seminars are regularly held in various cities. The cost of participation starts from 3.5 thousand rubles.

The main expenses for opening a yoga studio are renting a room, repairing it, buying equipment and inventory, and interior design. Operating expenses include rent of the premises, utility bills (for electricity and water), staff salaries (including instructors, accountant, administrator, advertising manager), and placement and distribution of advertisements. The owners of the studio will receive income from the sale of subscriptions, the provision of additional related services (we will write about them below) and the sale of related products (tea, incense sticks and candles, special literature, yoga equipment).

How to announce yourself

The easiest, but no less effective way to make yourself known is to distribute flyers in mailboxes in your area, display them on racks in supermarkets, beauty salons, "friendly" sports centers, etc. Do not forget about your own website and social networks. People aged 20-35 are fond of yoga. This is exactly the target audience that spends most of their time on the Internet. However, in order to achieve good results, it is necessary to spend a lot of effort, time and money on website promotion. According to statistics, on average, about 60-65% of customers come "from the Internet." Others - according to leaflets and "word of mouth" - the recommendations of friends and acquaintances.

You can attract your first clients by holding a free yoga class for everyone who wants to do yoga. Open days can also be held regularly - once or twice a month. Of course, not all those who attended the trial lesson will continue the lessons. Approximately 30-40% after the first lesson decide to continue their studies, but this is a very good result. Almost everyone has heard of yoga, but many people have a very vague idea of ​​what it really is. Some believe that yoga has a religious connotation. Others believe that the performance of asanas requires special physical preparation (which is partly true, but the training goes on the principle from simple to complex).

Most yoga classes take place in the evening. In the morning and afternoon, classes are held in the yoga studio for those who do not work, for expectant mothers and children. As a rule, classes in the morning and afternoon are cheaper than evening classes. An additional source of income for the yoga center can be seminars, lectures and trainings. And not all of them are related directly to yoga. Since traditional yoga involves a special way of life and philosophy, seminars can be devoted to proper nutrition, breathing, hygiene, and even Vedic psychology and philosophy.

Moreover, the latter topic is attracting more and more attention from our compatriots. But the theme of classes in a yoga studio is not limited to this topic. Try to use the rented area as efficiently as possible - conduct dance, singing, drawing lessons. As we mentioned above, yoga centers are not just a variation of a fitness establishment. This is a real club that unites people who are interested in spiritual development and physical self-improvement.

The yoga studio is open all year round. In general, this business is not considered seasonal. But certain seasonal fluctuations are also observed here. Some decline in sales is observed from May to August, as well as from December to February. This is due to the fact that in the summer many people go on vacation, and in the winter they take a break from classes due to long holidays, bad weather conditions, etc.

It takes about 250-300 thousand rubles to open your own yoga studio. If you are going to teach some exotic types of yoga, then your expenses may increase by 50-100 thousand rubles (this amount includes the training of one specialist and the equipment of the hall with everything necessary for conducting classes). The payback period for this type of business is from one year (the calculation is given for a small yoga studio with two rooms).

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YOGA PRACTICE- the first and largest federal network of specialized yoga centers in Russia. Today, our project is the most famous and successful among all presented on the market. Starting its development in 2005, today the YOGA PRACTIKA network has 24 centers in Moscow and Moscow Region, as well as centers in Nizhny Novgorod and Kazan. Every year, we open 2-3 new YP centers.

Flexible terms of cooperation, combined with the professional work of the entire Yoga-Practice team, allow us to successfully implement a variety of projects in all regions of Russia - whether it is the organization of a new center from scratch in Kazan, or the opening of the Yoga-Practice hall in the center of Moscow.

If you are interested in the development and dissemination of high-quality and safe yoga, want to open a new center or raise the status, recognition and quality of an existing one, we invite you to join our network!
Below is a description of a typical project for the applicant center to join the federal YOGA PRACTIKA network.

1. Basic requirements for the centers of the YOGA PRACTIKA network:

1.1. Yoga teacher qualification requirements

All yoga teachers at YOGA PRACTIKA centers must be trained at the Iyengar Yoga Center or the Yoga Practice Training Center. Teachers must be certified to teach yoga or be trained to become certified.

1.2. Training of administrators of YOGA PRACTIKA centers

It is highly desirable that the administrators of the YOGA PRACTIKA network centers practice yoga. Since the administrator is the main link between the center and clients, we recommend training for administrators with a qualification test. Students get acquainted with the basic functions of the administrator, rules, work with a computer program for attendance records, receive recommendations on answering standard questions, etc.

1.3. Premises and equipment of YOGA PRACTIKA centers

A typical yoga center of the YOGA PRACTIKA network has a large hall (60-80 m²) for general classes and a small one (15-20 m²) for individual classes. The halls are equipped with a ventilation/air conditioning system. Space should be provided for placement of materials for yoga classes and auxiliary equipment. YOGA PRACTIKA centers should contain elements of corporate identity, such as a signboard, an information stand, a reception area, flyers and subscriptions, designed in accordance with the requirements of the brand book. The use of YOGA PRACTIKA branded materials and equipment is recommended, in the case of using alternative materials, the appropriate certificates and the permission of the Yoga Practice Federation for use are required. In addition, the yoga center includes a reception area, a small cloakroom, men's and women's changing rooms with toilets and showers, a staff room and a tea room (optional). The minimum total area of ​​an autonomous yoga center is 100-120 m².

1.4. Required materials for classes

On the eve of the opening of the Yoga Center, an additional necessary amount of materials for the halls and for sale, as well as books, DVDs, clothes for yoga practice, are supplied.

2. The main stages of interaction when the center is included in the YOGA PRACTIKA network

2.1. Assessment of the methodological and material and technical base of the applicant center

At the first stage, an assessment of the methodological and material and technical base of the candidate center for the safe teaching of yoga is carried out, including: inspection of the yoga room, auxiliary materials used, analysis of the proposed training programs and their compliance with the level of students and teachers, recommendations are made on the equipment of the room and completing the necessary materials.

For regional centers, the first stage can be implemented in the form of a field "installation" 2-3 day seminar, which the teacher of the YOGA PRACTIKA network conducts on the territory of the applicant center.

2.2. Training of teaching staff

An assessment and control of the level of training of the teaching staff of the applicant center is carried out, a plan for training, advanced training and certification of the teaching staff is outlined.

Currently, the training of teachers of the YOGA PRACTIKA network can be carried out in the courses "First Step" and "First Step-Regions", as well as Full-time or Correspondence Teacher Course. An intensive teacher training program has also been developed for the new centers of the network.

2.3. Conclusion of contracts and inclusion in the YOGA PRACTIKA network

An agreement is concluded on joining the network, a program for the maintenance, development and promotion of the yoga center within the network is developed and approved. Support provided under the contract includes:

• advising on the methodology and organization of the process of teaching yoga at the stage of preparation, opening and functioning of the center;
• provision for use of the YOGA PRACTIKA trademark and corporate identity elements: signboards, subscriptions, booklets, flyers, recommendations for the design of halls and reception (counter, showcase, information stand), etc. All original layouts are transmitted in the form of a brand book in electronic form ;
• provision of services of certified teachers for conducting classes on the territory of the franchisee center;
• providing a computer program to record visits to the center;
• placement of information about the center on the site www.site - in the sections News (announcement), Our centers and on the personal page of the Center;
• participation of the Center in network events - seminars, master classes, training programs - at special prices;
• sale of materials, methodical literature, educational DVDs, etc. with a 25% discount;
• information support in the media, including the world's leading yoga publication Yoga Journal (Russian edition).

3. Approximate budget of the project for joining the YOGA PRACTIKA network

Naturally, the project budget can vary within the widest limits, depending on the degree of readiness of the applicant center to join the network (see paragraphs 1.1-1.4). In this budget, only non-reducible expenses are shown and items of expenditure that may require additional investments are indicated.

Today, yoga is a popular and trendy fitness direction. For many, yoga has become not just a hobby, but a way of life. More and more people are striving to lead a healthy lifestyle and exercise regularly. Opening a yoga studio can be not only a pleasure for the soul, but also a very profitable business.

Market analysis

Due to the emergence of a large number of yoga lovers, and, accordingly, a serious demand for this service, every year there is an increasing number of studios, cents offering classes in this direction. The first small yoga studios were mainly opened by professionals in this field, but over time, due to the popularity of this fitness area, entire yoga centers began to appear with the attraction of large investment investments. In this regard, the competition in this business area is quite high.

When planning the opening of a yoga studio, it is necessary to take into account the fact that in the autumn-spring period there will be much more visitors than in summer.

We can say that in this area of ​​business there is a certain seasonality, since in the summer there will be not so many people who want to attend classes. However, this situation exists in many sports and health facilities.

In order for the planned business to become successful, before opening a yoga studio, it is necessary to conduct a marketing analysis:

1. Determine the number of competitors in the region of interest.
2. Determine the average cost of one lesson.
3. Determine the demand for this service.

Having collected all the necessary information, it will be possible to determine how much this direction is in demand, find out the degree of market saturation, and form the pricing policy of the studio. Only then can you start registering and organizing your business.

Registration and organization of business

After conducting marketing research, it is necessary to register a business. To open a yoga center, it is enough to register as an individual entrepreneur by choosing a simplified taxation system. To do this, you must register as a taxpayer with the tax office and obtain an IP certificate.

The next important step to take is to decide on the direction of yoga that will be taught in the studio. There are the following types of yoga:

• raja yoga;
• hatha yoga;
• kundalini yoga;
• prana yoga;
• ashtanga yoga.

The most popular type of yoga in Russia and Europe is hatha theory. This direction combines a whole system of healthy eating, proper relaxation and breathing exercises.

Location, room and interior

Before deciding on a place to open a yoga studio, you need to analyze the presence of competitors in the immediate environment. It can be not only studios or centers, but also fitness complexes, gyms.

It is advisable to open this business near:

• office buildings;
• residential buildings;
• park area.

It is important to understand that in yoga classes it is necessary to observe silence, calmness in order to properly relax and perform all the exercises.

Therefore, you should not choose a place for a studio in a noisy area, for example, near a bus station or a market, as well as in an area with a high concentration of transport and entertainment facilities. It is also necessary to take care of the availability of parking spaces for studio clients in advance.

The yoga room should have:

1. Good ventilation.
2. Air conditioning system.
3. Warm floor.
4. High ceiling.

For the comfort of clients, the area of ​​the studio with the hall and additional rooms should be at least 50 sq.m. It is not necessary to build a center, you can rent the necessary square footage in a separate building or in a complex with other institutions.

The yoga studio space should include:

• reception;
• bathroom;
• locker rooms;
• spacious training room;
• recreation area.

It is important to create a comfortable, soothing environment in the yoga center that is most conducive to relaxation. For this you need:

1. Choose the right background music.
2. Arrange scented candles and sticks.
3. Buy fresh flowers, and hang thematic paintings, posters on the walls.

It is desirable that the training room has a lot of light, windows and an even, pleasant color of the walls.

Equipment and equipment

Yoga classes cannot do without the use of special equipment, accessories and equipment. The most important element during training are yoga mats. It is desirable to purchase them in two types: thin and thick, since each person has his own threshold of sensitivity. The required number of rugs must be calculated from the expected intensity of attendance and the area of ​​\u200b\u200bthe hall.

Equipment list:

Organization of the studio

For the purpose of the proper functioning of the yoga center, it is necessary to correctly distribute duties among the staff, establish a mode of operation, and develop rules for customer service.

A very important point in the work of a yoga studio is the creation of a comfortable home environment.

To do this, you can equip a small cafe or bar in the establishment where you can relax and drink relaxing herbal tea or create a relaxation corner where you can drink a healthy drink (for example, smoothies, green cocktail, fresh juice, herbal tea).

Staff

If the future owner of a yoga studio is not a professional in this field, then it is imperative to hire qualified instructors, and at least three. In addition to trainers, you need to select the following staff:

1. Administrator.
2. Accountant (possibly with a free schedule).
3. Cleaning lady.
4. Client Relations and Engagement Manager.

Marketing

The success of the studio, the stability of its work, the prestige of the institution and income depend on the effectiveness of the marketing policy. When opening a studio, in order to attract potential clients, you can conduct several free trial workouts. You should also inform as many people as possible about the launch of a new yoga center. To do this, it is worth placing printed materials (leaflets, business cards, discount flyers) in places of accumulation of future customers. It can be:

• Beauty Salons;
• sports shops;
• cafes, restaurants offering menus for a healthy diet;
• clothing stores.

Effective marketing tools to promote a yoga studio:

• conducting seminars and trainings by experienced instructors;
• organization of festivals and lectures on health and religion;
• tea drinking is an indispensable ritual of any yoga center.

In the process of developing the studio in order to increase the profitability of the business, it is worth taking care of additional services. For example, you can open:

1. Massage room.
2. Shop selling natural cosmetics, tea, yoga products.
3. Bar or tea area.

It is worth coming up with pleasant little things for visitors. It can be free sweets, cool water, the opportunity to look through an interesting magazine or a specialized book.

The financial component of the business

The yoga studio will bring the main income directly from the number of training sessions. The main task of the business owner is to make the establishment as empty as possible. To do this, you can organize "happy hours", make discounts for students, reduce the cost of classes for group visits, develop a system of discounts in the summer season.

Cost of opening and maintaining

Initial business expenses will range from 50,000-250,000 rubles. Everything will depend on investment opportunities, region, equipment level, rental cost.

The main current expenses include:

• rent and utility bills;
• employee salaries;
• consumables (rugs, disposable products, candles, replenishment of the tea zone);
• replacement or repair of inventory.

Size of future income

The average profit per month is from 40,000-60,000 rubles, given that the cash desk per day will be from 1,500 to 2,000 rubles. Increasing profits will allow additional services, work in two shifts, as well as an increase in the prestige of the studio.

Payback period

Payback is estimated at 9-18 months. Everything will depend on the qualifications of yoga instructors, the level of service, the effectiveness of marketing and advertising policies, the attractiveness of programs for classes and the general atmosphere.

Yoga classes allow people not only to keep their muscles in good shape and have a toned body, but also are a certain philosophy and way of life. Business in this area will always be profitable and in demand.