Minimum starting capital
12 monthsPayback
20%Profitability
from 3 000 ₽Wednesday lesson cost
Yoga is one of six orthodox philosophical schools that appeared in ancient India. However, in our days yoga has received a slightly different, more simplified meaning. Modern adapted yoga practices are more of a wellness nature and are positioned by numerous fitness centers as an effective and time-tested way to maintain health and maintain excellent physical shape.
Choose a direction
So, if you decide to open a yoga studio, first of all, you need to decide on the direction of yoga that interests you. There are several basic schools of yoga. The most common (in the West and in our country) - hatha yoga - is a teaching whose goal is to find physical harmony, balancing the energy of yin and yang, which is carried out through physical exercises and meditation. Hatha yoga is considered the lowest, basic step for other types of yoga, it is part of raja yoga and prepares the body for the spiritual side of this practice. Hatha yoga includes physical and breathing exercises, cleansing the internal organs, teaching proper nutrition, and the ability to relax.The main goal of Raja Yoga is to achieve mind control through meditation. The purpose of Kundalini Yoga practice is to awaken the divine energy of Kundalini. It includes mantra reading, meditation, breathing and relaxation practices, as well as physical exercises.
Another popular area is Ashtanga Yoga, which includes eight steps and is a series of sequential poses, breathing techniques and concentration.
Iyengar Yoga focuses on the position of the body, which is necessary for the 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 vital energy of Qi.
Sahaja Yoga is a method of meditation to achieve an internal balance of a person’s emotional, physical and mental state. And finally, agni yoga is a religious and philosophical doctrine of life.
There are other, more modern modifications of ancient practices. For example, such refers to 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 for 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 already now some Moscow and St. Petersburg yoga centers have specially equipped classrooms.
Experts believe that this area has great prospects in our country. Classes of anti-gravity yoga are held in special hammocks (swing), which are suspended from the ceiling of the hall. It is a simplified version of the trapeze, on which gymnasts work in the air.
Of course, Harrison's work on traditional yoga has a very indirect relationship. It can be called rather a certain type of fitness training for lovers of everything unusual with elements of traditional yoga. In particular, on hammocks some complex (including “inverted”) asanas are performed, which would be difficult to perform without such a supporting element. This direction got its name due to the fact that when practicing in hammocks, a person has no contact with the hard surface of the floor or walls, which creates a feeling of soaring in the air. Classes of anti-gravity yoga are music in the style of "new age".
As a result of such training, you can learn to own and control your entire body, improve coordination of movements, strengthen and develop all major muscle groups. Please note: anti-gravity yoga, as well as the direction of traditional yoga, has a number of contraindications. Her classes are 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 classes, but also for relaxation.
Opening your own yoga studio: organizational issues
If you want to open your own yoga studio, then most likely you are an expert, because these types of businesses usually "grow" out of a hobby. If you cannot call yourself a specialist, then it is advisable to find someone who will tell you about all the nuances and be able to train your clients with them. Before starting any business, you need to draw up a business plan. In the process of working on it, you will see the prospects for conducting and developing such a business, determine the necessary starting capital for opening your own yoga studio and with it help you find partners for the implementation of the project.To start a business plan, you need to determine the viability of your idea. To do this, conduct a marketing research. You can order it at a marketing agency or do it yourself. Explore 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 home so that it is easier for them to get to work. But still, the main criteria that should be followed when choosing a location for a yoga studio are the absence of competitors (at least direct ones) and the convenience of your clients. 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 sleeping areas, but keep in mind that in this case, the best option for expanding your business is to create a network of yoga studios in the main areas of your city. And it requires a lot of expenses. But at the first stage, you can start with one. If the competition, in general, is not great or completely absent in your city or a suitable area, you can proceed to the next step - the calculation of possible costs and expected revenues. The source of funds also depends on the size of the first amount - either you will manage your personal savings or 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, about 250-300 thousand rubles will be required to open a studio. This amount includes registration of a legal entity, repair of premises, purchase of necessary equipment and inventory. If you do not have such an amount, then there are several options where to get the 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 cases of force majeure, your income will drop sharply, but you still need to pay back the loan. Therefore, if you still decide to contact the banks, try to postpone a certain amount “for a rainy day” every month, so that if necessary you can make the next installment on time.
You can also team up with several enthusiasts and open your own studio with common money. On the one hand, this will allow you to manage on your own and relatively low costs, but on the other hand, you must be confident in your business partners.
In this case, IP and LLC are best suited as the legal form of doing business. The advantages of the first form are the simplicity of registration, the absence of requirements for the authorized capital and legal address, in a simplified form of accounting for business operations. When organizing an LLC, an authorized capital is required. In addition, the liability of the founder in this case is limited only by the means of the enterprise and does not extend to personal property, like an individual entrepreneur.
The main items of expenses for the maintenance of a yoga studio include the rental of premises (together with utility costs, the rental price will be about 35-40 thousand rubles per month) and other current expenses. The latter include the purchase of drinking water and a cooler, disposable plastic cups, toilet paper and paper towels, liquid soap, room cleaning, security, etc. These costs will amount to about 10-15 thousand rubles a month.
Choose a place to open a yoga studio
Your yoga studio should be located in a place with convenient transport interchange and the presence of a parking lot nearby. Traditional yoga centers consist of the following premises: a training room, toilet, shower, locker rooms (or at least one locker room, if the area is very limited), a hall (or at least an entrance hall), a tea area and a yoga goods store. The last two points are optional, but their presence can significantly increase the profit of your center.
The room itself, where classes will be held, should be equipped with air conditioning. Yoga classes require a complete focus on the process, so avoid noisy neighborhoods. You should not open such a studio in the territory of dance schools, art houses, sports centers (or the room should have good sound insulation). Pay attention to the floors in the room. Yoga is usually done barefoot, so special demands are made on the floor. Ceramic tile is the best option for yoga classes, but it is also the most expensive.
The tile should have a rough surface, which creates a good adhesion to the surface (recall, yoga is usually done barefoot). When using ceramic tiles can not do without floor heating. Heating can be from below (under 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 a high-quality textured laminate. Carpet and linoleum are the most undesirable coatings. The carpet absorbs odors and dust, and linoleum is too slippery. In addition, both coverings are not environmentally friendly enough.
What equipment is needed for a yoga studio
Do not forget about accessories and various devices for yoga. 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 washes. When choosing rugs, try to choose non-slip mats of medium thickness. But in reserve, get a few rugs denser. Not all people are comfortable exercising on a thin rug. People with sensitive skin may have bruises after exercise on a thin rug. The average service life of one rug is 1.5-2 years with relatively frequent use.
Among other accessories for studio equipment you will need belts, blocks, rollers (bloggers), rugs, corners for stretching exercises, rope for deflection, pillows for meditation. The amount of each item depends on the estimated number of people in the group (plus 3-5 in reserve).
For anti-gravity yoga classes, it is necessary to equip a separate room. In this case, the main requirement is made to the room - the presence of a sufficiently high ceiling (and reliable fastenings). Of the additional equipment you will need special hammocks - AirSwing trapezoid. Such hammocks are 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 in the edges of the main canvas and soft “stirrups” handles to support the legs. These models are universal and suitable for both beginners and professionals. Hammocks are sewn of durable synthetic fabric in various colors. The main canvas of the hammock is 160 cm wide. At the same time, models are equipped with additional canvases with a width of 70 cm. Steel carabiners are most reliable, but some models are equipped with aluminum carabiners. One hammock weighs 1.5-2 kg. Keep in mind that to perform some exercises (usually at a professional level) you will need not one, but two hammocks for one person.
In addition to the necessary fixtures, additional accessories and items will be required. Since traditional yoga involves an inextricable combination of physical exercise, relaxation and meditation, when conducting classes it is necessary to create the appropriate atmosphere and mood. 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 not so convenient to use.
You will also need to purchase scented candles, aroma lamps, coasters 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. This is more of a club for people who share a common hobby. Therefore, a welcoming atmosphere should be created in it. Large yoga centers have special bars where you can enjoy a cup of tea or an entire tea ceremony. But even in small studios you can provide a place where you can safely drink tea. Of course, this will require special utensils and cutlery.
It is also worth buying and installing stands or special stands at the entrance to your studio for advertising materials, business cards with contacts, etc. One simple stand costs about 3 thousand rubles. However, you can save money and make a more original option for posting information and leaflets. For example, in the form of a large board with holder magnets or an organizer with pockets.
HR 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 act as administrators, advertising managers, sales managers ... Often, beginning entrepreneurs have a question about the wage system for 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 can do without it when working not for a full time). The most difficult thing to determine is the remuneration system for instructors. The most undesirable option is to pay a fixed amount per lesson. On the one hand, in many cases (for example, with large groups) this is beneficial to 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, because objectively, with all the desire, he can not conduct more classes per day and with a large number of people in the group. In large yoga centers, instructors receive a lower percentage, which, however, is offset by a large number of classes per day and the person in the group. With this scheme of work, instructors are interested in ensuring that the whole group is as staffed as possible.
There is a third, less common option, suggesting sublease. Teachers are invited to register as an individual entrepreneur and arrange sublease relationships. In fact, the owner of the premises and 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 working in this program in your city. You will either have to pay for his training, or to 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, buying equipment and inventory, and decorating the interior. Текущие расходы заключаются в аренде помещения, коммунальных платежах (за электричество и воду), заработной плате персоналу (включая инструкторов, бухгалтера, администратора, менеджера по рекламе), а также в размещении и распространении рекламы. Доходы же владельцы студии будут получать из продаж абонементов, оказания дополнительных сопутствующих услуг (про них мы напишем ниже) и продаже сопутствующих товаров (чай, ароматические палочки и свечи, специальная литература, инвентарь для занятия йогой).
Как заявить о себе
Самый простой, но не менее эффективный способ заявить о себе — распространять рекламные листовки по почтовым ящикам в вашем районе, делать выкладку на стойках в супермаркетах, в салонах красоты, в «дружественных» спортивных центрах и т. д. Не стоит забывать про собственный сайт и социальные сети. Йогой увлекаются люди 20-35 лет. Это как раз та целевая аудитория, которая большую часть своего времени проводит в интернете. Однако для того чтобы добиться хороших результатов, необходимо тратить немало сил, времени и денег на продвижение сайта. По статистике, в среднем около 60-65 % клиентов приходят «с интернета». Другие — по листовкам и «сарафанному радио» — рекомендациям друзей и знакомых.
Привлечь первых клиентов можно, проведя бесплатное занятие для всех желающих заняться йогой. Дни открытых дверей можно устраивать и регулярно — раз или два в месяц. Конечно, далеко не все посетившие пробный урок будут продолжать занятия. Примерно около 30-40 % после первого занятия решают продолжить обучение, но и это весьма хороший результат. Практически все слышали про йогу, но многие люди имеют весьма смутное представление о том, что это такое на самом деле. Одни считают, что йога имеет религиозный подтекст. Другие же полагают, что выполнение асан требует специальной физической подготовки (что отчасти верно, но обучение идет по принципу от простого к сложному).
Большая часть занятий йогой проходят вечером. Утром и днем в йога-студии проводятся занятия для тех, кто не работает, для будущих мам и детей. Как правило, занятия в утренние и дневные часы стоят дешевле вечерних. Дополнительным источником дохода центра йоги может стать проведение семинаров, лекций и тренингов. Причем далеко не все они имеют отношение непосредственно к йоге. Так как традиционная йога предполагает особый образ жизни и философию, то семинары могут быть посвящены правильному питанию, дыханию, гигиене и даже ведийской психологии и философии.
Тем более что последняя тема вызывает все больше внимания у наших соотечественников. Но тематика занятий в йога-студией не ограничивается и этой темой. Старайтесь использовать арендуемую площадь максимально эффективно — проводите уроки танцев, пения, рисования. Как мы уже упоминали выше, йога-центры — это не просто вариация фитнес-заведения. Это настоящий клуб, объединяющий людей, интересующихся духовным развитием и физическим самосовершенствованием.
Йога-студия работает круглый год. В целом, этот бизнес не считается сезонным. Но определенные сезонные колебания здесь тоже наблюдаются. Некоторый спад продаж наблюдается в период с мая по август, а также с декабря по февраль. Это связано с тем, что летом многие уезжают на отдых, а зимой делают перерыв в занятиях из-за долгих праздников, плохих погодных условий и т. д.
Для открытия собственной йога-студии требуется около 250-300 тысяч рублей. Если вы собираетесь преподавать некоторые экзотические виды йоги, то ваши расходы могут возрасти на 50-100 тысяч рублей (в эту сумму входит обучение одного специалиста и оборудование зала всем необходимым для проведения занятий). Сроки окупаемости такого вида бизнеса составляют от одного года (расчет приводится для небольшой йога-студии с двумя залами).
Sysoeva Lilia(c) www.clogicsecure.com - a portal to business plans and guidelines for starting a small business 08/18/2019