The Business of Yoga: Part Three - Yoga Marketing Strategies

From the Editor


So you’ve gotten your yoga teacher certification, you want to get your name out to potential clients, maybe teach at a studio, but how do you even know where get started? Lauren Eckstrom, yoga teacher extraordinaire, has put together this first-time yoga teacher’s guide to success for to pass along to you! Throughout November, she’ll take you deep into the big bad world of business, and give you some guidance as you begin your journey teaching yoga.

Week 3: How to Activate a Yoga Marketing Strategy


In today’s world where yoga is a growing, multi-million dollar industry, the business of teaching yoga requires a certain level of marketing on your behalf. In order to standout  and be professional, consider the following marketing basics to help build a strong student following, create new opportunities, and continue expanding your career.


  • Resume: As with all job inquiries, you need to build a strong yoga resume. Include your teacher training on your resume, your Yoga Alliance status, continuing education credits, and any relevant experience that might enhance you as a teacher. Even as you build a regular class schedule, it’s important to maintain an updated yoga teaching resume. Experience builds quickly and it can be easy to forget an important event or teaching experience so while you want your resume to be succinct, you also want it to stay up-to-date at all times. New opportunities arise quickly and you want to be able to respond right away with an updated resume at a moments notice.


  • Website: As you begin teaching, consider building your online presence. Potential employers and students will Google you to learn more. Having a presentable website where your biography, class schedule, and contact information can be located is a great way to expose yourself to potential new students and opportunities. In the beginning, the website can be simple, even just a “splash” page with the information above can be enough to start with. As you build classes, host workshops, lead retreats, and garner additional experience, your website can grow as you grow. The important thing is to start somewhere with something you feel confident and excited about. Websites such as WordPress and Tumblr make it easy for anyone to build a simple, accessible website without much technological know-how.


  • Social Media: Consider the social media avenues you are excited about and inspired to maintain. Outlets such as Instagram, Facebook, and Twitter may help you meet new students, studios, and clients. If you already have a personal page on Facebook, consider building a Public Figure Page where you can guide existing students, friends, and family to learn more about your current yoga schedule and events. This can be the place where you post your schedule, events, blog posts, yoga photos, quotes, and articles and allows people outside of your direct friend circle to research and find you on Facebook. If you decide to use your personal page and you accept students as your Facebook friends, keep in mind that you are now a yoga teacher and be mindful of how you want to portray yourself via social media. There has been much recent debate around the “yoga-selfie” but many yogis find participating in Instagram contests to be a fun way to document their practice while also expanding their yoga community through social media. Pick the social media outlets that inspire you and go with something you can maintain consistently and are excited about. You don’t have to do all of it but what you do should feel inspired and authentic to your voice.


  • Business Cards: Having professional business cards with your image, contact information, and website on hand at all times is a helpful way to build private clients and connect with potential new students outside of the studio. In simple, daily conversation your work as a yoga teacher will casually arise and having business cards on-hand is a great way to spread the word about your upcoming events or regular classes.


In our final week together, we’ll talk about building private clients. This can be a tricky yet lucrative aspect to your career and we’ll navigate it together with effective strategies for success!


Lauren Eckstrom is a Yoga Alliance certified yoga instructor based in Santa Monica, California. With background and training in Vinyasa based Power Yoga, her classes combine creative sequencing with a focus on safe, sound alignment. Lauren also caters toward students rehabbing from injuries so her breadth of teaching includes advanced yogis, brand new practitioners, and yogis dealing with a therapeutic approach to the practice. She specializes in Power Yoga, Restorative Yoga, Gentle Yoga, Yin Yoga, Yoga for Beginners, Pranayama and Meditation.

In 2012 Lauren associate produced and was heavily featured in The Ultimate Yogi with Travis Eliot, a 12-disc, 108 day all encompassing yogic lifestyle program.

Lauren currently teaches privately and leads group classes at The Yoga Collective, Tru Yoga and Yoga Vista


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