Summer is tiptoeing towards us here on the East Coast and after a long winter, it is a huge relief to see the farmers markets back in action and people walking around sans boots, coat and firmly fixed frowny face.
While most busy themselves making decisions on how best to enjoy these next few blissful months of warmth, many yoga teachers and studio owners begin to feel a growing anxiety. As an instructor, your business may take a serious nose-dive during these traditionally slower months if many of your students travel or opt to spend more time outdoors.
I asked a group of teachers how they plan to "summer-proof" their business and avoid debt during lulls in attendance. Some had planned well, while others seemed to simply be crossing their fingers hoping it would all work out (a strategy I do not recommend).
While every situation is unique, I want to share the things that have worked to keep my teaching business thriving. Keep reading to find some of my tips to keep my students returning (even to hot classes in the middle of the summer).
1. Plan Smart
As the old saying goes, "the best offense is a good defense" and when it comes to your business, this is advice you can't afford to ignore. If you have made teaching your business (even part-time) then chances are you are relying on the income it provides to help pay your bills. Take time this week to sit down to figure out how much money your teaching needs to bring in each month to help you sustain your lifestyle.
I heard from a teacher recently who read The A-Z of Being a Successful Yoga Teacher who saves 20% of his teaching salary throughout the year so he can comfortably move through slower months without stress.
If you don't know where to start when it comes to saving or budgeting, work with a financial planning professional to show you the ropes. It is not the most fun part of your yoga business, but you will rest easier once you have the whole picture.
2. Create Something Special
A few years ago, a studio I worked for offered me a class on Wednesday mornings. The owner who is also a dear friend joked that it was a "cursed" time slot because they had already tried a number of different class styles and teachers but never had more than 5 or 6 students. I was game to give it a shot and see what we could build but the trend continued for a few months. I considered giving up the class, but decided to try one last approach before moving on.
My signature class is Yin Yang Yoga but rather than teaching a generic version of this style, for five weeks, I turned that drop in Wednesday morning class into a 5 Element series. Each week I worked my students through a specialized sequence designed to help them understand and embody the tools one Element provided. This special offering didn't cost anything extra and it was a blast for everyone who attended week to week. After that, the class began to thrive and both the studio owner and I could rest easily knowing the class would survive.
This is an example of creating something special that will compel your students to return to class even during the summer.
If attendance to regular classes is an issue no matter what you do, you can also offset your income by teaching specialty workshops. A few ideas of great summer workshops I have seen popping up in the yoga world are:
- Stand-up Paddle Board Yoga
- Hike and Yoga
- Yoga at the Beach
- Yoga in the Park
3. Add Value
Continuing the thread of creating something special, I will clarify that I don't mean offering a "special summer deal". Personally, I am not a fan of devaluing teaching services and offering sharp seasonal discounts. Unless you are in a financial position as a studio owner that offering a discount on memberships will not result in cutting the salary of your teachers to compensate down the line, I would steer clear of this approach.
Instead, add value and incentive for your students to keep up their practice during the summer which helps everyone. Some ideas of how to add value without discounting your classes are:
- Add a free, optional 15-20 min meditation or discussion at the end of classes that slow down during the summer.
- Invite staff members, teachers or students to give a short talk on yoga related topics (make it free or by donation to a local charity).
- Offer tea or lemonade samples after class.
- Have a members-only summer party beginning with a yoga class, chanting, meditation or whatever best suits the vibe and interest of your community.
- Hold classes outdoors (if you are doing this at a public park be sure to check the by-laws in your area).
4. Spread the Good News
One of the most potentially lucrative strategies to keep your business thriving during the summer is so simple it surprises me that more teachers don't do it. As a freelance instructor, the most direct way you can fortify your income during off seasons is to teach private yoga classes.
For years, my teaching income would be drastically reduced in the summer because most of my existing small group classes went on a break and studio classes were quiet. One summer, I was fed up with having to penny pinch for two months so sent an email to all of my students, friends and fans (another good reason to have a mailing list). Part of that email went something like this:
"I wanted to reach out today to let you know that once July arrives I am opening up a number of private and small group yoga classes.
I don't know what the summer holds for you, but I do know that you love yoga so if you would like to speak about organizing something for you or a group of your friends over the next few months please let me know. I am thrilled to have the space in my schedule this summer to make this rare offering of sessions so if you are interested let me know and we can speak further."
Nothing pushy or salesy, just a simple heads up to people I thought might be interested. And from there I built a thriving business during the summer filled with people who didn't have much time during the year but welcomed a concentrated period of yoga to get them ready for the fall.
5. Use Your Downtime Wisely
My final tip for off-season survival is to use your downtime wisely. If you waited too late to plan a solid strategy for the summer, don't waste time kicking yourself over it. Slower seasons offer the opportunity for you to do three very important things:
- Take time off and recharge. This is a must if you are serious about staying energized for your classes. Avoid burnout and prepare you for the busier seasons by making time for mindful relaxation during the summer.
- Fortify your teaching. Use these next few months to develop your teaching by attending workshops in your field of interest and polish your teaching skills.
- Fortify your business. By far the most neglected part of a teachers career is learning the business side of our industry. In my experience, teachers who don't educate themselves in this domain are asking for trouble. While in the past you may have avoided learning how to authentically market your business, negotiate better teaching rates and learn how to build your student base, the number of people teaching these days means you need to learn how to stand out as both a great teacher and a professional individual that students and studios want to work with.
I wrote a book to help you get started.
If you want more specific and personal guidance, now is the perfect time to begin this course which has helped dozens of teachers re-think and refuel their businesses.
How are you "summer-proofing" your teaching business for success? Share your tips in the comments below.
