You’ve built a loyal following with your yoga classes—give yourself a pat on the back! But new student attendance has leveled off and you’re wondering how to tap into different demographics that would benefit from regular yoga practice. You know they’re out there, but you don’t know how to reach them. I’ll tell you who they are and what they’re looking for so you can welcome them into your yoga community.
The best target audience for yoga can vary based on your location and local market, however some people to target are: older people, people looking to improve their mental well-being, and people suffering from chronic pain.
According to statistics compiled by fitness journal The Good Body, one in three Americans say they have attempted yoga on their own, meaning, in private, yet according to Yoga Alliance, 73% of Americans have never been to a yoga class. Let’s get those people out of the house and into your studio!
Older people
It’s no secret that we lose flexibility as we age, but if nothing is done to counter the effects of diminished flexibility, then, over time, the muscle fibers shorten, and we lose our range of motion. This often becomes a vicious circle, ultimately costing us mobility.
The number one reason people cite for taking up yoga is that they wish to improve their flexibility. Perhaps then that’s why 38% of yoga practitioners are over 50 (just behind 30-49-year-olds at 43%). Since three-quarters of yoga practitioners in the United States have been practicing just five years or less, it’s safe to assume that most of these older people have taken up yoga recently.
According to Yoga Journal, “The positions can be modified to suit the mobility of seniors so they can reap the benefits without risking injury or pain. High blood pressure, high cholesterol, stiff joints, pain, and low confidence in mobility can all be improved by practicing yoga.”
The benefits of yoga to older people are numerous, however, this is an age group that knows what it likes, so let’s explore that. In addition to improving fitness and increasing flexibility, older yoga practitioners seek functionality in yoga. Keep it effective, but practical.
Alice Callahan, 76-year-old yogi, told The Health Journals, “I think a lot of people see yoga and think you go in and you’re going to turn yourself into a pretzel. But it’s not about that, it’s about doing what you can do. It’s not about how perfectly you do the poses; it’s about how you’re feeling and what you’re getting from it.”
Another issue to think about regarding your able-bodied older people is how to make the studio more prominent. With more than 21% of yoga practitioners being 60 or older, good promotion, good visibility, and easy parking will go a long way.
A recent study about barriers to yoga access among seniors with an average age of 72 found that nearly 62% didn’t know where yoga classes near them were held. Transportation can be an issue, and transparency is important, too, with the same survey finding that 82% were unsure how much a yoga class would cost.
For those with more limited mobility, such as the elderly, chair yoga will provide great benefits like health improvements and socialization, while reducing the fear of falling and likelihood of injury. Target this under-served subset of the aging demographic by approaching senior centers and retirement communities about offering classes on-site for a flat rate. This alone eliminates many of the major barriers described in the study.
Because of the higher injury rates to older people during yoga practice, it is a good idea to minimize risk by having a 500-hour certified instructor, or, even better, a ‘yoga for seniors’ certified instructor for this group.
How To Best Promote Your Yoga Studio
People seeking mental wellbeing
The pressures of the modern world leave many people feeling isolated, anxious, and not very well-rested, making it harder for them to cope with day-to-day life, and wanting to find refuge. 56% of people start yoga with the goal of managing stress.
Many of the people who would benefit the most from yoga are those struggling with anxiety or depression. However, these same conditions often keep potential students from attending yoga studios, gyms or group activities. The consistent practice of yoga has been shown in studies to help sufferers find relief by improving their sense of wellbeing and their quality of sleep. In the yoga studio, there is the added benefit of being in a social setting and belonging to a group.
There are ways you can help make these potential students feel welcome and comfortable in your studio. A big obstacle for people with anxiety who desperately want to try something new is that they don’t know what to expect and are often too embarrassed to ask. They are worried about being humiliated for not getting it right.
Reddit user Geode1111 sums up the unanswered questions that discourage so many would-be practitioners, writing “I guess I’m just nervous in general, about not being able to keep up and standing out, but also about little trivial things— like where to roll out my mat, where to put my shoes, what to bring with me? Water? Towel? etc. How early do people usually arrive to get set up? And what do you do while you’re waiting for class to start?”
You can go a long way to alleviate that reluctance by creating a post to share on your homepage explaining what to expect before, during, and after a first yoga class at your studio. Attach the same document to outgoing confirmation emails for new online registrants.
Because there are so many people with this and related conditions, and because of the nature of these conditions, it’s a good idea to host classes specifically targeting this group. Cater to this group during their classes by lowering the class capacity a little so they have more space; resist the urge to single someone out during class; keep the lights dim; let them know ahead of time what they can wear, what to expect, what to bring, dos and don’ts, and so on.
Opening A Yoga Center In 7 Easy Steps
People with chronic pain
The consistent practice of yoga has shown to be statistically significant in improving conditions of those coping with chronic pain by way of relaxing the muscles, increasing circulation, which in turn reduces inflammation, and easing the mental agitation caused by chronic pain.
According to a Harvard Medical School journal, “Yoga can help people with arthritis, fibromyalgia, migraine, low back pain, and many other types of chronic pain conditions. A study published in Annals of Internal Medicine found that among 313 people with chronic low back pain, a weekly yoga class increased mobility more than standard medical care for the condition.”
To reach those living with chronic pain, Certified Pain Care yoga teacher Jodi Ryan says we have to identify them in the community, as they are not likely to be initiating yoga practice on their own. “Classes tend to consist of people who don’t turn up in yoga studios, who probably never thought of doing yoga to help with their pain… most, are around mid-life; perhaps 45 or older.”
In cases like this where the audience is hiding in plain sight, a network partnership with aligned practitioners such as physical therapists, chiropractors and massage therapists will be valuable. As you help refer potential patients to them in your partnership, they can also encourage their patients to become your students.
“The most common condition is people with persistent back pain and/or those with fibromyalgia. Most often, those with fibromyalgia have had it 20 to 30 years or more. Others have osteoarthritis, rheumatoid arthritis, sciatica, other musculoskeletal pain: hips, shoulders, feet, and neck seem to be the most common,” Ryan says.
The most common diagnosis that accompanies chronic pain is anxiety or depression, often both, according to Ryan. That means you can overlap some of the tactics we learned about those seeking mental wellness to help new chronic pain students feel good about their first class. Be sure your mental wellness students know you can help with chronic pain management; likewise, your chronic pain students should know how yoga can benefit anxiety and depression.
Another characteristic all three of these groups share is the tendency to often be socially isolated. You may have already heard that regular yoga potluck dinners are a fun way to bring everyone together. Because the philosophy of yoga highly values not just the physical practice of yoga, but building community as well, consider hosting monthly get togethers for your students.
Being mindful of the details of these groups will set your studio apart from those offering more generic “yoga for flexibility” and “yoga for relaxation” classes. Bringing these groups into focus and tailoring classes to meet their needs will give them the comfort and confidence needed to show up and keep attending; to tell others about your studio, and to invite their friends to join them.
The Best Equipment For Teaching Yoga Online
Frequently Asked Questions
Online senior yoga teacher training courses range from 55-60-hour courses that take teachers 2-3 months to complete, to shorter 20-hour courses that take a few weeks to complete. Course costs for senior yoga teacher training typically range from $300-600.
Yoga is catching on among athletes; it improves fitness in ways other exercise cannot, speeds recovery and reduces likelihood of injury. Athlete students with the ability to push themselves to the limit will benefit most from private, tailored lessons; market to them accordingly.
To learn more about starting your own Yoga Business check out my startup documents here.
Please note: This blog post is for educational purposes only and does not constitute legal advice. Please consult a legal expert to address your specific needs.
Meet Shawn Chun: Entrepreneur and Yoga Fan
I’m a happy individual who happens to be an entrepreneur. I have owned several types of businesses in my life from a coffee shop to an import and export business to an online review business plus a few more and now I create online yoga business resources for those interested in starting new ventures. It’s demanding work but I love it. I do it for those passionate about their business and their goals. That’s why when I meet a yoga business owner in public at a studio or anywhere else I see myself. I know how hard the struggle is to retain clients, find good employees and keep the business growing all while trying to stay competitive.
That’s why I created Yoga Business Boss: I want to help future yoga business owners like you build a thriving business that brings you endless joy and supports your ideal lifestyle.