Yoga is an activity that can be done by and has advantages for everyone. From school children to workers on their lunch breaks, to the elderly. However, when you are running a yoga business, it can sometimes be useful to tap into the higher end of the market. Here’s how to create a more high end yoga business in 4 simple steps. 

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Why is the high-end yoga market important?

There are two reasons why it is essential that as a yoga teacher you are involved with the higher end of the yoga market. The first is revenue because it’s great to offer ‘pay what you can afford’ classes for those coming from a lower income, but if you go under and can no longer teach there will be a lot of people that no longer have access to the calming and healing path of yoga.

Secondly, it’s vital to remember that as in most things, the trends in yoga tend to filter down from the top. What this means is that if you want to have your finger on the pulse on what is new and will be popular in the future, the higher end of the market is the place to watch, and what better place to observe all the latest trends from that the front of the class?

Step 1: Identify a suitable demographic in your area.

Firstly, to create a high-end yoga business or to add this group to your clients its vital that you assess the demographics within your area. This means you need to check and see whether there are enough people that both live in the locations that you serve, and that are interested in a more luxe yoga experience.

Of course, if you find the answer to this is no, then it time to rethink your plan of action. This may include offering fewer luxe classes and more one to one sessions or alternatively finding a market in another location that is more suited to your plan.

Step 2: Come up with a suitable brand.

Next, to be successful at running higher end yoga sessions, it’s vital that you create a brand that reflects what you are offering. Such a brand needs to have a name that not only conjures up associations with yoga, but also luxury in the customer’s mind. Golden Yoga, Diamond Yoga School, or Yoga Luxe being just a few examples.

Of course, the luxe aspects need to be in the details of your classes as well as in the name, so you ensure you are providing a product that your customers are expecting.

It can be useful here, to consider strategies such as running more extended 2-hour sessions, using thick, quilted mats, and even offering an answering service so customers bookings or enquiries are never missed. After all they will be expecting premium customer service, both in and out of your class when paying a premium price.

Also think about providing all equipment including straps, blocks, and even meditations cushions, as well as healthy refreshments such as vegan-friendly Granola bars, raw fruit and veg, green tea, and iced cucumber water. The latter, in particular that can help your customers to feel spoiled and special at the end of your classes.

Step 3: Find a studio that fits your brand.

Next, while you can provide all of the best resources and equipment, if your session is running in a dingy basement of a town hall it can be really tough to create the right environment for your brand.

The right studio is crucial to your success.

With that in mind, it is worth sourcing out some more excellent locations including specially made dance and yoga studios. However, if you can’t find one of these in your area, modern and minimalist hotel conference suits, minus any furniture can work well too, in a pinch.

Step 4: Market your brand.

Once you have your brand and location set, it’s time to let people know what you are offering. Of course, the marketing that you use needs to be as exclusive and high-end as everything else. What this means is photocopied A5 sheet of yellow paper in newsagents windows are out, and sleek, minimal, innovative websites and glossy gatefold flyers are in.

You may even consider using your marketing strategy to add to the exclusivity of your brand, and only accept people through referrals like a private members club. After all, folks love to feel as if they have had to work hard to get in, even if it is them that are paying you for the privilege!

In conclusion, when looking to court a higher end market for your yoga business be sure to focus on the quality and exclusivity of your brand. Also, remember when paying a premium your customers’ expectations will be high, and the service you provide will need to reflect this on a consistent basis if you want to succeed in the long term.

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