Yoga can make a person rich, but only if they do to her as spiritual and physical practice, and not as a business
Elena Ulmasbaeva was fascinated by yoga in the 1980s, when the study of spiritual practices took place semiably. Since then, along with partners, she created a network of studios "Yoga-Practice", the revenues of which in 2013 exceeded 40 million rubles. "There are no big money in yoga," says Ulmasbayev. - It is impossible to calculate for significant profits, and there will have to have a lot of time and effort. " A good yoga studio will have a revenue of 1 million rubles. per month, but it is very difficult to achieve this result.
Gift from India
In 1989, the USSR visited the founder of Ayengar-Yoga Ayengar Belllur Krishnamachar Sundararaj, who managed to get acquainted Ulmasbaeva. "Teachers of Ayengara we met on Indian customs: it was necessary to remove shoes directly at the airport and spread to the guru face down," she recalls. - In this time it was a very brave act. " Thanks to the efforts of Sundaragej, Yoga has become popular in Europe and the United States. In 1991, during the visit of Ulmasbayeva, Ayengar gave her the official permission to open the center of his name in Russia. "In Europe or the US, a professor of mathematics can challenge work, to become a yoga teacher, and no one will condemn it for this," says Ulmasbaev. - In Russia, to imagine that Yoga will become a profession for someone, it was difficult. But we tried to turn a hobby into a lifestyle, which can give a piece of bread. "
The first center "Yoga-Practice" opened in 1997 on Pyatnitskaya as a non-profit organization (NPO). In 2003, there were already three of them, and in 2005 Ulmasbayev, together with his partner, Maxim Yushko registered the company "Yoga practice" (later, Konstantin Kovalev and Sergey Melnikov, SPARK, was included in the number of partners. Yoga according to the Iyengar methods in the presentation of Russian entrepreneurs was supposed to bring a student first of all practical benefits. "Is it worth deeply immersed in the culture of India and the philosophy of yoga - the individual choice of each student," explains the Executive Director of Yoga-Practice, Yushko. - We wanted to create the most secular and at the same time technically right view teaching yoga. "
Mitinian Yoga in numbers
5.1 million rubles. It was worth opening a yoga studio in Mitino on an area of \u200b\u200b150 square meters. M.
600-700 rubles. - the cost of one-time classes in the group
80% Visitors - Women
1.5 thousand Visits per month - such attendance is needed studio to go out in zero
4-5 years old - Return investment in the opening of the yoga studio
Source: "Yoga-Practice"
The main thing is the room and teacher
Opening of any center begins with the choice of premises. Hall for group classes must have an area of \u200b\u200bat least 60-80 square meters. M, says Ulmasbayev, as well as several windows. The room should not learn over the windows on a large street: many teachers prefer open windows with air conditioners, and during the student classes should not distract third-party noises. Second, small room, 15-20 kV. m, it can be used for individual classes - they are paid separately and bring additional profits to the center.
The second important criterion is the location. The center must be in a residential array (closer to customers) and no more than 10 minutes walk from the subway. The proximity to the metro is important due to the fact that 80% engaged in yoga (on the experience of "yoga-practitioners") - women aged 25-45 years old, most of whom prefer to attend classes after work. "Only the most bold girls at eight o'clock in the winter will be held 20 minutes on dark alleys to work out yoga," said Yushko.
The main part of the costs at the opening of the Yoga Center will take repair and equipment of the room, says Ulmasbaeva. According to her, on average, it takes 30-40 thousand rubles. per quarter. m. This figure includes not only the floor of a natural tree and cork coating on the walls, but also inventory - blankets, chairs, ropes, straps for performing asian. "Of course, you can save, for example, to buy blankets in the market, but, given the frequency of their use, after a month, they will have to throw them out," Usko complains. - We have completely ordinary, production of the nut-Zuevsky plant, but such strong, that Western guests said more than once: these are the best blankets with whom they had to deal with. " The same with chairs - they should not have some special characteristics, in addition to the strength: the students perform exercises on them, including down their heads, and if the chair at this moment is formed or breaking, injuries cannot be avoided.
Yoga on franchise
An additional income for the "yoga practice" was the sale of a franchise for the opening of the studio under her brand. Now the paustal fee is 470 thousand rubles. , royalties - 8.5 thousand rubles. per month. The fixed monthly fee allows the main office does not depend on the profits of franchise centers. "When we conduct an interview with the future franchisees, we first try to explain that it is impossible to calculate for significant profits, and you have to have a lot for forces and time," says Elena Ulmasbayev. "And only if a person is ready to go to a similar one, we turn to a more subject conversation." The entrepreneur does not disclose the number of franchise sold, in the database of RBC Rospatent, it was possible to detect only two contracts of a commercial concession on the trademark Yoga Practika.
The most difficult for the Yoga Center is to find teachers, Ulmasbayev believes. "Until now, there are people with Dreaded people on the market, which, by going for half a year on Goa and" enlightened, "decide that they can teach," says Yushko. - Without experience, it is quite difficult to recognize such a coherence. " The only chance: to gain a good team - a personal acquaintance with teachers and / or the ability to teach himself, advises the co-owner of Yoga-Practice. He has cases when the teacher calls half an hour before the classes and says that he will not come. "An entrepreneur who has a teacher certificate will be able to conduct a lesson," says Ulmasbaeva. According to her, many yoga teachers in Moscow left highly paid office work for their hobbies and expect from a new profession of greater freedom. "Integrate their money - the fact that a person has already refused, it is very difficult," the Yushko argues.
Schedule class in the future center must be formed in three to four months before discovery. "Properly compiled schedule - and our main business product is," says Yushko. To maximize the center, you need to withdraw the optimal number of classes for different levels Preparation, distribute them by day of the week and attach the teacher to each class.
Economy yoga
The largest article of the operating expenses of the Yoga Center is the rent. For example, for 150 square meters. The center of Mitino "Yoga-Practice" pays 187 thousand rubles. per month (1.25 thousand rubles per 1 sq. M). For studios in the city center, the rate can be twice as high as, of course, affects the cost of services. The salary takes about 130 thousand rubles, this figure may vary from month to month, because teachers (them in Mitino - six) receive not fixed salary, but payment for each occupation. Expenses for utility payments and economic needs (inventory updates, minor repairs, tea for visitors) are usually small. Yushko advises to lay about 20 thousand rubles. a month to promote a new center. Yushko advises to post advertising about the new Yoga Center on the stands inside the residential buildings, negotiating this with the management companies - it is inexpensive and enough effective method Contact with target audience.
Studios in Mitino to reach a payback, you need about 1.5 thousand visits per month, says Yushko. Now there are 1 thousand. According to Yushko, on average one visit brings Studios 450 rubles. One-time classes are more expensive - 600-700 rubles, but if a person decided to engage, he buys subscriptions at 4-8-12 classes, as a result of which the cost of each visit is reduced. Additional income bring individual sessions with a teacher (2-3 thousand rubles per occupation), as well as massage (license for medical activities, from 1.5 thousand rubles per hour), as well as consultations of a psychologist and astrologer (from 3 thousand rubles. in hour). All these services are provided on the conditions of separation of income between the center and the specialist (specific numbers in the company do not disclose).
Yoga's studio revenue is susceptible to seasonality: it will be much higher in spring and autumn than in summer and winter. Ideal time for opening the center - at the beginning of spring and autumn. The occupancy of the halls, which allows you to recoup operational expenses, must come after two or four tall season (i.e., after one or two years after opening).
Most often, entrepreneurs at the start are pushing the prices for rent, Vladimir Afonin, managing director of Yoga Yoga Yoga Centers: "If the rental rate is not translated, it is possible to count on payback in two or three years, and only if it is one hundred permeasibility in the case " According to Afonina, 9 out of 10 centers, open as side businesses, closed for several years: "I know an example of a serial entrepreneur who put impressive funds to the opening of the yoga club" for the soul ", and after three years he opened at this place Grocery supermarket.
Ulmasbaeva confirms that it will not work much on yoga a lot, but to bring business on payback will be obtained only under the condition of personal participation in the case. "The specifics of the opening of the Center is the basis of yoga - spirituality. If a person does not perceive yoga as his way, profitable business On this he can hardly build, "President of the Yoga Federation of Russia Sergei Repin ends. "Although such amateur centers are quite a lot today, but for a long time" businesses "do not live." "Yoga is not for those who just want to invest somewhere excess money and get a small profit," Susko summarizes. According to him, return the embedded 5 million rubles. In 2013, the opening of the Center in Mitino "Yoga-Practice" hopes for four to five years.
Yogo-numbers
According to the edition of Yoga Journal, the expenditures of Russians on yoga classes in 2014 amounted to 41 billion rubles. (This figure does not include spending on clothing or accessories).
According to the TNS Marketing Index survey, in the second half of 2014, the yoga classes visited 1.37 million adult Russians. If we assume that at least half of these people during the past year attended yoga classes regularly (twice a week), and the average cost of occupation was 500 rub. , then the income of various studios of yoga could reach about 35.6 billion rubles.
* The calculations use average data in Russia
250 000 ₽
Minimal starting capital
12 months
Payback
20%
Profitability
From 3 000
Environments Cost lesson
Yoga is one of the six orthodox philosophical schools that appeared in Ancient India. However, in our days, Yoga received a slightly different, more simplified value. Modern adapted practices of yoga are rather wellness and positioned by numerous fitness centers as an effective and time-tested way to preserve health and maintain excellent physical form.
We choose the direction
So, if you decide to open a yoga studio, first of all, you need to decide on the direction of Yoga you are interested in. There are several major schools of yoga. The most common (in the West and in our country) - Hatha Yoga - is a doctrine, the purpose of which is the acquisition of physical harmony, the balancing of Yin and Yang energy, which is carried out using exercise and meditations. Hatha-yoga is considered the lower, basic step for other types of yoga, it is part of Raja Yoga and prepares the body to the spiritual side of this practice. Hatha Yoga includes physical and breathing exercise, cleaning internal organs, training proper nutrition, the ability to relax.The main goal of Raja Yoga classes is to achieve mind control by meditation. The purpose of the practice of Kundalini Yoga is the awakening of the Divine Energy of Kundalini. It includes reading mantras, meditation, respiratory and relaxation practices, as well as exercise.
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Another popular direction is Ashtanga Yoga, which includes eight steps and is a series of consecutive poses, respiratory techniques and concentrations.
In Ayengar-yoga, the focus is on the provision of the body, which is necessary for harmonious development and acquiring anatomical perfection. This is achieved through the adoption of certain poses (asanes) using supports.
Prana Yoga is a kind of yoga based on breathing exercises that allow you to manage vital energy Qi.
Sahaja Yoga is a method of meditation to achieve the internal balance of the emotional, physical and mental state of a person. And finally, Agni Yoga is the religious and philosophical doctrine of life.
There are other, more modern modifications of ancient practices. For example, it belongs to new system Training, which is called "Antigravitational Yoga" (or Antigraviti Yoga). This set of exercises was developed a couple of years ago by a dancer and gymnast Christopher Harrison. But even for this short term AntiGreviti Yoga won a large number of fans in Europe and the USA. For our country, this kind of yoga is still in a novelty, although now some Moscow and St. Petersburg yoga centers have specially equipped halls for classes.
Experts believe that this direction has great prospects in our country. Classes of anti-gravity yoga are held in special hammocks (swing), which are suspended under the ceiling of the hall. It is a simplified trapezoid variant on which the gymnasts work in the air.
Of course, Harrison's creation to traditional yoga has a very indirect attitude. This can be called rather a certain type of fitness training for lovers of everything unusual with elements of traditional yoga. In particular, some complex (including "inverted") asans are performed on the hammocks, which would be difficult without such a supporting element. This direction was due to the fact that during classes in the hammocks in humans there is no contact with the solid surface of the floor or walls, which creates a feeling of a walker in the air. Antigraviti yoga classes take on music in the style of New Age.
As a result of such training, you can learn to own and manage your entire body, improve the coordination of movements, strengthen and develop all major muscle groups. Please note: antigravitational yoga, as, however, the directions of traditional yoga, has a number of contraindications. It is not recommended for hernias, high arterial pressure, musculoskeletal injuries, high arterial pressure. However, the swing themselves can be used not only for active classes, but also for relaxation.
Opening of your own yoga studio: Organizational issues
If you want to open your own yoga studio, then, most likely, you are an expert, because such types of business usually "grow up" from the hobby. If you can't call yourself a specialist, it is advisable to find the one that will tell you about all the nuances and can teach them your customers. Before opening any business, you need to make a business plan. In the process of working on it, you will see prospects for the management and development of such a business, determine the necessary starting capital to open your own yoga studio and will find partners to implement the project with it.Starting the same business plan is needed from determining the viability of your idea. To do this, make a marketing research. It can be ordered in the Marketing Agency or to do it yourself. Explore competitors in your city. Direct competitors include the same yoga studios, like the one that you plan to open, and to indirect - all sorts of sports and fitness centers, dance schools, etc.
Many entrepreneurs open similar centers closer to their home to make it easier for them to work. But nevertheless the main criteria that need to be guided by the choice of the Yoga Studio area is the lack of competitors (at least direct) and the convenience of your customers. Consider that many potential customers of your center will attend classes after the end of the working day, so the big studio is best discovered in the center of the city near the office buildings.
Centers are smaller perfectly suitable for sleeping areas, but consider that in this case the best way To expand the business - the creation of a whole network of yoga studios in the main areas of your city. And this requires large expenses. But at the first stage you can start with one. If competition, in general, is not large or completely absent in your city or a suitable area, you can proceed to the next step - counting the possible costs and expected income. The source of funds also depends on the size of the first amount - either you will bypass personal savings or interest-free loan from familiar and relatives, or you have to take a bank loan or find investors.
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According to other entrepreneurs, about 250-300 thousand rubles will be required to open the studio. This amount includes registration legal entity, repair of the room, buying the necessary equipment and inventory. If you do not have this amount, that is, several options where to take money.
You can take a bank loan, which is associated with certain risks.
First, the payback periods of your business will somewhat increase.
Secondly, outside the season or with force majeure situations, your incomes will decline sharply, but the loan will still need to pay. Therefore, if you still decided to mess with the banks, try to postpone some amount of "on a black day" every month so that if necessary, you could make another contribution during the need.
You can also unite with several enthusiasts and to open your studio to the total money. On the one hand, it will allow you to do on our own and relatively low costs, but on the other hand, you must be confident in our business partners.
As an organizational and legal form of doing business in this case, the IP and Ltd. is best suited. The advantages of the first form are the simplicity of registration, the absence of the requirements of the authorized capital and the legal address, in the simplified form of accounting for economic operations. When organizing Ltd. will require authorized capital. In addition, the liability of the founder in this case is limited only by means of the enterprise and does not apply to personal property as IP.
The main items of the cost of maintenance of the yoga studio include rental of premises (together with utilities, the rental price will be about 35-40 thousand rubles per month) and other current costs. The latter includes the purchase of drinking water and a cooler, plastic disposable cups, toilet paper and paper towels, liquid soap, room cleaning, security, etc. These costs will be about 10-15 thousand rubles per month.
Choose the opening place of the yoga studio
Your yoga studio should be located in a place with a convenient transportation junction and the presence of parking nearby. Traditional yoga centers consist of the following premises: a hall for classes, toilet, shower, changing rooms (or at least one dressing room, if the area is strongly limited), the hall (or at least an entrance hall), a tea zone and a yoga goods store. The last two points are not mandatory, but their presence allows you to significantly increase the profit of your center.
The premises itself, where classes will be conducted, should be equipped with an air conditioning system. Yoga classes require full concentration on the process, so avoid noisy neighborhoods. You should not open this studio on the territory of dance schools, creativity houses, sports centers (or the room should have good sound insulation). Pay attention to the flooring floors. Yoga is usually engaged in barefoot, therefore special requirements are presented to the floor. Ceramic tile is the optimal option for holding yoga, but it is the most expensive.
The tile should have a rough surface, which creates a good clutch with the surface (reminding, yoga is usually engaged in barefoot). When using ceramic tiles, do not do without heating floors. Heating can be from below (on the "warm floor" system) or from above (the so-called "warm ceiling"). In second place for convenience there are wooden floors. It can be a boardwalk or parquet. The main thing is that the tree is not slippery and not too rough, leaving the off-in-bloods. The most economical and convenient to care the option using high-quality textured laminate. Carpet and linoleum are the most unwanted coatings. Carpet picks up odors and dust, and linoleum is too slippery. In addition, both the other coverage is not eco.
What equipment is needed for yoga studio
Do not forget about the auxiliary equipment 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 old will lose their kind because of frequent washes. When choosing the rugs, try to choose non-slip medium thick mats. But about the reserve, get several rugs flop. Not all people are comfortable to do on a thin rug. People with sensitive skin after classes on a thin mat can be bruises. The average service life of one rug is 1.5-2 years at relatively used use.
Among other fixtures for the studio equipment you will need straps, blocks, rollers (blockers), blankets, corners for stretching exercises, ropes for deflection, cushions for meditation. The amount of each name depends on the intended number of people in the group (plus 3-5 about the reserve).
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For the exercise of antigravitational yoga, it is necessary to equip a separate room. In this case, the main requirement is presented to the room - the presence of a sufficiently high ceiling (and reliable fasteners). From additional devices you will need special hammocks - airswing trapecies. Such hammocks are also produced in our country, so there is no need to order them in foreign stores. The simplest model of hammock 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 the exercise of anti-gravity yoga have soft inserts in the edges of the main canvas and soft handles, "strives" to support the legs. These models are universal and are suitable for both newcomers and professionals. Hammocks are sewn from durable synthetic fabric in various colors. The main canvas hammock is 160 cm in width. At the same time, the models are equipped with additional cloths of 70 cm wide. The most reliable steel carbines are most reliable, but some models are equipped with aluminum carbines. One hammock weighs 1.5-2 kg. Consider that for the performance of some exercises (as a rule, a professional level), not one, but two hammock per person.
In addition to the necessary devices, additional accessories and items will be required. As traditional yoga It assumes an inextricable combination of exercise, relaxation and meditation, when conducting classes, it is necessary to create an appropriate atmosphere and mood. First of all, you will need audio equipment. The optimal option is a player that can read from the flash drive. CD discs are gradually moving into the past and not so easy to use.
It will also be necessary to acquire aromatic candles, aromalamps, coasters for candles and aromatic sticks, decorative pillows, paintings, folk musical instruments and souvenirs. Do not forget that Yoga Studio is not just a place where people come to work out. This is more club for people having general hobbies. Therefore, it should be created with a positive atmosphere. In large yoga centers there are special bars where you can order a cup of tea or a whole tea ceremony. But even in small studios, it is possible to provide a place where you can safely drink tea. Of course, this will require special dishes and cutlery.
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It is also worth purchasing and installing at the entrance to your studio stands or special racks for promotional materials, business cards with contacts, etc. One simple stand costs about 3 thousand rubles. However, you can save and make a more original option for posting information and leaflets. For example, in the form of a large boards with magnets-holders or organizer with pockets.
Personnel question
The main condition for the success of such a studio is qualified teachers. Even with the most limited budget should not save in humans. Often in small centers, coaches also serve as administrators, advertising managers, sales managers ... Often, beginner entrepreneurs have a question with the wage system of workers. Administrators typically work for fixed wages.
Sales managers (on finding new customers) - per percentage of the transaction and a small fixed salary (however, sometimes cost and without it without work). The most difficult thing to determine the system of remuneration of labor instructors. The most unwanted option is the payment of the fixed amount for the occupation. On the one hand, it is in many cases (for example, with large groups) it is beneficial to the employer and simplifies the system of calculations. The option is the option of payment to the instructor of a certain percentage (25-40%) profits from each classes. This system is more flexible.
In small studios, the percentage of revenues, which receives the teacher, above, as it objectively, at all desire, it cannot carry out more classes per day and with a lot of people in the group. In large yoga centers, instructors receive a smaller percentage that, however, is compensated by a large number of lessons per day and man in the group. With such a scheme, instructors are interested in ensuring the whole group is maximally equipped.
There is a third, less common option assumed by a sublease. Teachers are invited to register as an individual entrepreneur and issue a relationship of sublease. In fact, the owner of the premises and tenants are on the rights of partners.
Please note: if you want to spend an anti-graviti yoga (and others, as new for our country with species), you will most likely find a teacher working on this program in your city. You will have to or pay for his training, or trained independently (the most optimal option), and then hold classes in your center. Such seminars are regularly held in different cities. The cost of participation begins with 3.5 thousand rubles.
The main costs of opening the yoga studio are to rent premises, repair, buying equipment and inventory, interior design. Current expenses are to rent premises, utility bills (for electricity and water), wages to personnel (including instructors, accountant, administrator, advertising manager), as well as in placing and distributing advertising. Revenues The same studio owners will receive from sales of subscriptions, providing additional related services (we will write about them below) and selling related goods (tea, aromatic sticks and candles, special literature, yoga inventory).
How to declare yourself
The easiest, but no less effective way to declare yourself is to distribute advertising leaflets by mailboxes in your area, to make output on racks in supermarkets, in beauty salons, in "friendly" sports centers etc. Do not forget about your own website and social networks. Yoga is fond of people 20-35 years old. This is just the target audience that spends most of his time on the Internet. However, in order to achieve good results, it is necessary to spend a lot of strength, time and money for website promotion. According to statistics, on average, about 60-65% of customers come from the Internet. Others - on leaflets and "Sarafan Radio" - recommendations of friends and acquaintances.
You can attract first customers by spending free occupation For all those who want to do yoga. Days of open doors can be arranged and regularly - once or two per month. Of course, not everyone who visited the trial lesson will continue the classes. About about 30-40% after the first classes, they decide to continue their studies, but this is a very good result. Almost everyone heard about yoga, but many people have a very vague idea of \u200b\u200bwhat it really is. Some believe that yoga has a religious subtext. Others believe that the execution of Asan requires a special physical training (which is partly true, but learning is on the principle of simple to complex).
Most of the yoga classes are held in the evening. In the morning and in the afternoon in Yoga Studio, classes are held for those who do not work for future mothers and children. As a rule, classes in the morning and daytime clock are cheaper than evening. An additional source of income of the yoga center can be conducted by seminars, lectures and trainings. And far from all of them relate directly to yoga. Since traditional yoga implies a special way of life and philosophy, then seminars can be devoted to proper nutrition, breathing, hygiene and even Vedic psychology and philosophy.
Especially since the last topic causes more and more attention from our compatriots. But the theme of classes in Yoga Studio is not limited to this topic. Try to use the leased area as efficiently as possible - spend dance lessons, singing, drawing. As we mentioned above, yoga centers are not just a variation of a fitness facility. This is a real club, uniting people interested in spiritual development and physical self-improvement.
Yoga studio works round year. In general, this business is not considered to be seasonal. But certain seasonal oscillations are also observed here. Some sales decline is observed in the period from May to August, as well as from December to February. This is due to the fact that in the summer, many are leaving for rest, and in the winter they take a break in classes due to long holidays, bad weather conditions, etc.
For opening your own yoga studio requires about 250-300 thousand rubles. If you are going to teach some exotic types of yoga, then your expenses may increase by 50-100 thousand rubles (this amount is included in the training of one specialist and equipment of the hall to all necessary for classes). The payback period of this type of business is from one year (the calculation is given for a small yoga studio with two halls).
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What is missing a person forced to obey the energetic rhythms of the modern megalpolis? What dreams of office worker Or an entrepreneur living in intensive mode and subordinate to the routine of urgent matters? About calm. On relaxation. On the ability to stop running chairs with time and at least a little chat with the most important person in his life - with themselves.
It is this possibility that Yoga offers - perhaps the only fitness direction that helps to strengthen not only physical, but also mental health. Modern yoga practices have centuries-old roots and originate in Old Indian philosophy, the purpose of which was to achieve the balance of the spirit and body, gaining enlightenment and control over their physical and mental processes. Having gained popularity, modern yoga, designed for a wide consumer, has become more simplified in terms of spiritual content, from the philosophical school, turning to school to maintain the healthy state of the body and psychological relaxation.
Precisely because of rich history and proven practice practices This area is stable in popularity in modern society. People lack sports directions aimed at gaining and maintaining an exclusively physical form - they also need the opportunity to reset the cargo of accumulated negative emotions, in a relaxed atmosphere to bring thoughts in order, to make themselves for braces of everyday bustle. Therefore, yoga studios are consistently open throughout Russia - even in small cities.
Before starting
If you have decided to open your case in this area and read your article in search of concrete steps and technologies - then, most likely, you are already a fan of the philosophy of yoga and yourself understand its directions and practices. And for those who simply decide to build a business, guided by fashion for this fitness direction, a small excursion will be useful to the most popular yoga schools.
- - Hatha Yoga. The unconditional leader in popularity both in Russia and abroad. It is a basic step of a more extensive flow, the common goal of which is to gain an equilibrium between Yin and Yang energies, achieving physical perfection. It consists of relaxation practices, physical and respiratory exercises, as well as the system of proper nutrition.
- - Raji Yoga. The goal is to control the mind. Means - meditative practices.
- - Prana Yoga. The goal is to control the vital energy qi. Means - breathing practices.
- - Ashtanga Yoga. Complex from consecutive Asan (pos), as well as techniques of respiratory concentration and attention. Consists of eight steps.
- - Kundalini Yoga. The goal is the awakening of Divine Energy. Means is a complex of physical and respiratory exercises, meditative practices and reading mantras.
- - Ayengar Yoga. The goal is to gain a perfect physical form. The tool is a complex of a variety of Asan using supports.
- Antigraviti Yoga. Modern complex, developed several years ago by gymnast and dancer Chris Harrison. The goal is to develop the overall coordination of the body and strengthen all major muscle groups. The philosophy of yoga has a very indirect attitude. It is a fitness workout using yoga elements. Asans are performed without contact with floor and walls, in the air, using hammocks-trapezoids (Airswim) suspended to the ceiling. Because of the unusual format, this area is currently in great demand, and in our country, Niche Antgorviti Yoga is practically not occupied due to the need to retraining coaches and specially equipped halls.
Choosing the directions of yoga, which will be presented in your studio, be sure to conduct a marketing research of competitive proposals (your direct competitors are already existing yoga centers, and indirect - all sorts of sports studios, fitness clubs and such organizations offering health care services). Examine the demand of various directions of yoga among the inhabitants of your city and the fullness of this niche in various districts is a determining factor when choosing a place for the studio. Marketing research can be ordered in a specialized agency, but if you have the skills of the marketer, you can analyze the market yourself to reduce investments in the opening of the business.
Location and rent
Choosing a room for the studio, first of all, pay attention to the proximity of direct and indirect competitors. If there is already a valid yoga center near you faced location, then you will be difficult to score the required number of customers, since all interested parties are already probably visitors to this center.
In addition, evaluate location in terms of attractiveness for potential customers. If the studio is located in the city center or just next to major office centers, then people will be convenient to get to her after work (after all, the overwhelming majority prefers to engage in the evening). The proximity of public transport stops, the location on the "first line" with a large crossway and additional amenities (parking, convenient entry, etc.) also increase your competitiveness. But the neighborhood with noisy establishments should be avoided as well as neighborhood with competitors, because yoga classes require concentration, but. So, incompatible with unauthorized loud sounds.
As for the area of \u200b\u200bthe room, it should be at least 60-80 square meters (here includes a training room, a seating area, shower, toilet and dressing room, lounge and / or recreation area). An additional bonus will have a free space for the tea room (which will add the atmospheric of your studio) and a corner of selling related goods for yoga - rugs, aromatic oils and sticks, smithers and aroma, tea, concomitant literature, etc. (This will allow to receive additional income).
The premises should not penetrate the extraneous noise, in addition, a good ventilation system or air conditioning is needed so that the air does not spoil the impression of classes. In addition, if you are going to make repairs (and in most cases you will have to do it), then pay special attention on the floor. Typically, yoga is engaged in barefoot, so the floor should be warm and not slippery to provide the necessary adhesion when performing asanas. Ideal in combination of "price-quality" option is a wooden coating or high-quality factory laminate. The option is more expensive, but perhaps the most suitable is a ceramic tile with a rough surface, combined with the heating system ("warm floor" or "warm ceiling"). As for the design of walls and overall design, you can stay at the neutral calm interior of the muted tones, or add a note to the atmosphere of creativity and paint the walls with bright patterns of warm tones. The most important rule and criterion is to be pleasant and comfortable in the walls of your center.
On average rental area for yoga studio will cost you 35-40,000 rubles (depending on the price of the region). If you add to this figure, the cost of the monthly content of the studio (utilities, the purchase of water, paper towels and liquid soap and other "consumables" necessary for the convenience of your visitors), then costs will increase to 50,000 rubles.
Equipment
The list of auxiliary equipment for Yoga Studio includes:
Frames
Qualified coach is one of the main components of the success of your studio. Do not save, hiring inexperienced newbies, and if you still decided to go on this path, then be prepared to invest in their training (the cost of participation in one training seminar costs about 3,500 thousand per person) or train personnel independently (it is convenient If you already own the art of yoga). Often, entrepreneurs opening yoga studios are part-time themselves and coaches and act as teachers - it samented on the wage foundation.
The most common option of the wage of the coach is the percentage of income from each occupation (25-40%). In some cases, coaches act as partners of the entrepreneur, concluding the compares of the premises. The option with fixed salary is perhaps the most unsuccessful and beneficial to the employer only if the coach leads classes in a large group.
In addition, you will need:
- Administrator (2 people). Fixed salary.
- Sales managers. Minimum salary plus percentage of sales of subscriptions. With partial employment - interest without salary.
- Accountant (remotely). The average salary is 5,000 rubles.
- Cleaner (part-time).
The entrepreneur itself can perform the function of advertising manager (if not - when writing a business plan, this position should be allocated in a separate position). Also, the owner of the studio can assume the obligations of the administrator.
Marketing
To declare themselves, place information about the opening of your studio in friendly fitness centers, beauty salons or sports stores, spread advertising leaflets in the area stands in which the studio is located, or attract promoter distribution (so that a person who received a leaflet from the hands of a promoter is I did not throw it right there, let it give the right to a small discount when paying your classes). Spend "Open Day" - this will allow you to introduce your studio who came with the work and the mission and make part of the guests with their potential customers (according to statistics, 30-40% of those who visited free trial classes Later acquire a subscription).
Auxiliary tools in promoting your business will be an Internet site and groups in social networks. It is most convenient to do focus on the maintenance of the group "VKontakte", since it is this network that has the largest audience. Online advertising opportunities are very wide - you can "make friends" with other groups of similar subjects and make mutual announcements reposit, as well as to conduct cochers - for example, playing free subscriptions or one-time classes For repost. Let these contests become regular (free lesson once a week or a free subscription once a month) - this will create a lively atmosphere in the group and will increase the number of people who will freely post your advertisement in their profiles.
Another group of maintaining a group on social networks concerns directly content - remember that in the news feed of your subscribers, not only advertising information should fill. The philosophy of yoga gives ample opportunities for an interesting filling of the community - motivating sayings of sages, atmospheric photographs and positive pictures, music for training and meditation, tips on proper nutrition and video tutorials. In a word, create the same atmosphere in the online community that you would like to see in the studio itself.
Registration of entrepreneurial entity
The most convenient forms of registration for entrepreneurs are individual entrepreneurship or a limited liability company Registration of the IP is least expensive (800 rubles), it does not need a legal address of the company, not authorized capital. However, for their activities, an individual entrepreneur responds with all his property, while the founders of LLC (they can be both physical and legal entities) risk only by their parts of the authorized capital. LLC is conveniently open if you start business together with partners, or if you want to expand your business in the future to the Yoga Studios network. The cost of opening Ltd. will be 4,000 rubles, and the list of documents in this case is longer - here the decision to create a society, its charter and constituent documents of this legal entity, whereas for the IP only need the applicant's passport and its INN.
Yield
On average estimates, the initial costs of the opening of a small yoga studio will be about 400-500,000 rubles (here it includes the cost of renting and repairing the premises, for the purchase of the necessary equipment for training and related goods for yoga for sale, on the design of entrepreneurial entity, advertising and Unforeseen spending). The payback period is estimated at 12-15 months.
To increase the profitability of the studio, do not let it be empty in the daytime (most lessons are held in the evenings, after the end of the working day). Make a discount on Morning and day training, spend creative classes (drawing, singing, etc.) or seminars on proper nutrition and cooking, vegetarianism and raw food, respiratory practices, psychology and Vedic culture. The variants are a great set - the main thing is that they in any way reflect the general focus of yoga as a life philosophy. Let your studio be not just a place for training, but the "second home" for anyone who is looking for spiritual improvement and creative development.
Evgenia Benevolenskaya
For several years I did yoga every day, Yoga tightly entered my life. Then I found teaching courses in Poland, I went, learned, passed hard selection and passed the exams. Some time taught, but then I wanted something more. Because when you work for someone, it is forced to accept his conditions: for example, I was allocated for classes only an hour, but I believe that during this time it can be very little to give a group. I had my vision, as you need to teach yoga, and I decided to open my own studio. It was 8 years ago.
We were the first yoga studio in Kazan - that is, a place specializing only on yoga (before that, practice existed only as one of the trends in some fitness centers). But the market developed, and with our filing, other studios began to open in the city. Many of them did not live to today. Now 7-10 studios are steadily working in Kazan, they can come to them and accurately know that the subscription will not disappear; Many studios work for half a year and closed.
The heroine of our article says that the secret of the long-life of her studio is the correct placement of priorities. Do not, at least immediately, wait for big money from this business. It is necessary to find higher and long-term motifs.
But the demand for Yoga-Studio services in cities today is high and the place for new players is. Business demand is growing for many reasons. If 10 years ago yoga classes were popular mainly in the capitals - Moscow and St. Petersburg, in recent years, the wave covered the city millionth. With the development of the Internet, information about yoga and its benefits have become available. Many doctors recommend yoga as good physical preparation. It is important and influence of a religious aspect. In the most successful studios of yoga, which is "Shanti", in class 3-5 times a day, full halls are recruited.
Yoga science is actively mastered by Russians: new teaching styles are being studied, seminars are held. Therefore, you can find your niche.
Personal experience
We are taught only Hatha Yoga, as I myself well understand this direction. The head should be 80-90% to understand the areas that are in his studio, because if visitors have questions or claims, they will come to him.
The human factor is also playing a big role: yoga is such a practice in which contact with the teacher is important. Therefore, people are looking for their teacher who will be close in tempo, load, and just in appearance.
Who comes to yoga classes? It may be high school students, and pensioners. Benevolenskaya notes that people who are interested in yoga are bright personalities. These are representatives of various professions - ranging from the doctor and ending with the Supreme Judge. Yoga is a relatively new area of \u200b\u200bknowledge for our country, so it is most interested in people with an inquisitive mind looking for.
Note that there are hazards in teaching. Most begin to engage in yoga, because they have some health problems. And if the teacher carefully gives them asana (pose in yoga), which will harm them, then the demand for it will be with the head. Therefore, you, and your teachers should be very good in matters of anatomy.
Investment size
How much do you need to invest in the opening of the company? It depends on the location of the location and how the contingent you will work.
Evgenia Benevolenskaya
founder of the Yoga Studio "Shanti"
I did not have money, I just graduated from the institute. Therefore, it took a loan - to start a business, it took about 1 million rubles. I did not focus on rich people. But no other places were considered, except the city center, although renting there and the inadess. 80% of investments took rental.
Plus, for several months you need to think over the salary for a good teacher, because you can not pull alone. It is important to be prepared for what time will you work in minus. Now, I think, more investments will be required - for the 8 years, which we work, the rental price has doubled.
Also, some of the funds will go to repair. Fortunately, repair for yoga studio is needed minimal, because the more free space, the better. Mirrors on the walls for yoga are not needed. Moreover, they are even harmful because they are distracted - in yoga it is very important to physically feel the position. You need to purchase inventory. And Benevolenskaya says that the miser pays twice, and advises to buy rugs for more expensive.
Personal experience
For 8 years we have not changed mats, although people are engaged in them every day. Because it is a very high-quality inventory. Familiar guys decided to save, bought rugs cheaper, but after three months they were worn out.
The state does not support this sphere. You can win a grant on the labor exchange, but it is small - a little more than 100 thousand rubles. Therefore, their own funds or loans and loans remain as a source of investment. Now in many banks there are good conditions for lending to small businesses.
The current expenditures of this type of business are rental, salary and utilities.
Also spent funds to improve the qualifications of teachers. Even an experienced specialist periodically needs to be updated and improving their knowledge at seminars and trainings. It is especially important that the teacher is well versed in anatomy, since the main principle in yoga is not harming.
Evgenia Benevolenskaya
founder of the Yoga Studio "Shanti"
We have every teacher trained to provide first domanticine care, we all passed the exam in the Red Cross. These are also expenses, but they are not monthly. The certificate obtained when passing the exam in the Red Cross, is valid for three years.
Our teachers themselves find the courses interesting to them, sometimes I pay them to their passage, if for me, as a manager, it is important that the employee owned these skills. In addition, I spend the most interesting teachers in Kazan and arrange paid seminars that my employees can visit for free.
Step-by-step instruction
People who will be engaged in your studio, as they grow their interest in yoga will need different related products - personal mat, clothing, and so on. Therefore, it would be good for you to establish relationships with yoga goods suppliers.
Personal experience
We ourselves found a firm with which I have been cooperating for 8 years. Of course, when you develop, you find goods, more favorable conditions, but we did not like the quality of work and the delivery time of goods, so we still cooperate with our first suppliers. We also have suppliers - small firms from India.
How to promote the studio? Benevolenskaya advises: more mass events. Free events attract the people. But there is an underwater stone: Your studio risks attract the contingent of people who always go only on free events. Therefore, such meetings need to be arranged constantly, but not often.
Evgenia Benevolenskaya
founder of the Yoga Studio "Shanti"
We annually on the first Summer Summer We take Flashmob on the Black Lake. Participate is free. All our teachers conduct classes. After that, many participants come to our studio and become customers.
We also celebrate our birthday annually - in the fresh air on the site at Kazanka. Participation is also free. There are mostly coming our customers to have fun together. We give gifts, subscriptions, discounts. Such events attract many.
What personnel need a yoga studio? Good resume does not have much. It is necessary to see how a person works.
Evgenia Benevolenskaya
founder of the Yoga Studio "Shanti"
Then I also ask for a personnel for staff. We look at how a person teaches, as explains. Sometimes I specifically make mistakes and watch: notice or not? Teachers work with me for many years. We attract the name of the studio and good attendance, which guarantees high salary.
The salary of Yoga Studios employees is mainly made up of salary and interest per number of visitors and classes. The more the teacher is in demand, the higher his salary. Good earnings Those who also conduct personal classes, although they are more complicated. The average salary of the yoga teacher in Kazan is 25-30 thousand rubles.
How to organize a schedule of work? Naturally, the main influx of visitors will have to come in the evening, as well as early morning - many love to work out yoga before work.
Personal experience
We work mostly in the morning and in the evening. We spend the yoga for pregnant women and personal classes. The most visited time is after or to work. Students come in the morning hours who study in the second shift, or those who work shifting. At seven pt, we always have a full room. On weekends in the morning we conduct group classes, and the day - personal.
Where is the best way to open yoga studio? In places available to that contingent, to work with which you are directed. Young people, students are mostly the city center where educational institutions are located. If you are oriented into mammies on male, you can open the studio in a residential area. There are examples of successful studios that work in remote areas in the courtyards of houses. If your specialization is a children's yoga, open in the area of \u200b\u200bschools and kindergartens.
The room should be as much free space and air as possible. Avoid columns, crochets, corners. The ground floors are not suitable for the studio of yoga: what kind of drawing you do not install, fresh air and light you will not be enough, so it is better to choose a room higher over the ground.
In the hall of 20 square meters. m. 10 people can fit - they will be comfortable to do.
Documentation
The opening of the Yoga Studio will not create special difficulties in the design of documents. This species Activities are not licensed. It is advised to open ooo, not IP: it is more prestigious and ratigured, the same counterparties and landlords more like working with LLC than with IP, because IP is easier to close.
Our story began in 1996, when the first center "Yoga" 96 "was opened on the street. Pyatnitskaya, 43.str.3. The center was founded by teachers who stand in the origins of the development of Yoga Ayengar in Russia, and developed under the leadership of Alexander Furasov. In In 2009, the center of Yoga-ru at m. Proletarian.
In 2017, we came to understand yoga classes as an adaptively rational system.
Classes are aimed at the overall healing of the body through the training of the articular system, Iyengar and Hatha-yoga system, corrective massages and health practices.
We invite you to a virtual tour on our center
Today, the network of centers of a healthy lifestyle Yoga '96 is:
- 4 center in Moscow and 1 in Voronezh
- Training Center "School of Yoga Alexander Furashov" on the preparation of certified teachers with three-year training, including remote to listeners from the regions.
- Classes in the directions: Ayengar, Hatha, Ashtanga Vinyaas Yoga, Kundalini, Raja, Dzivamuki, TRAY Yoga, Aeria
- Individual lessons
- Master classes, lectures, meetings with advanced yoga teachers
- Exit seminars in all sorts of corners of the globe
- Corrective Massage Cabinets
- Products for yoga.
For 4 minutes we will tell
What is a franchise centers of a healthy lifestyle yoga '96.
Our team in Moscow:
Alexander Furashov
Founder, General Strategic Guide to Develop a Yoga Network "96
Alla Garder
Head of the Yoga-Metod training center, teacher training, Yoga teacher retestation "96
We are ready to share our experiences and develop centers in Russia, CIS countries and in the world (advised entrepreneurs to open yoga centers in Prague and Tbilisi). Partner is part of our team and we always have time for communication and analysis of the working issues. Several frames from our everyday life - so we recorded a roller about our franchise:
French Yoga'96 Franchise Franchise
We offer you to open the studio or the Yoga Center on the Iyengar system, this is a combination of the classic school of yoga and new promising directions of Hatha, Ashtanga Vinyas Yoga, Kundalini, Raja, Dzivamuki, Try Yoga, Aeroiroga. Additionally, in its center you can provide massage services, psychotherapy, as well as to hold master classes.
Complete training at the training center of additional professional education "School of Yoga Alexander Furashov"
The educational center preparations of teachers in yoga of different styles and directions, and also conducts advanced training courses for already existing yoga teachers. Classes B. training Center will be interested in those who do not plan to become a teacher, but I would like to get more deeply to meet such ancient science like yoga.
Send a request
Business model on yoga center
For the center you will need a room from 100 square meters. m, it will include two halls for classes, a massage room, changing room and a reception area.
Net profit in one center for the month is 382,500 rubles.
The average return on this business from 11 months.
The schedule was built according to the number of numbers to open the center of Yoga-Ru Proletarian (Moscow).
Investments required for the opening of a franchise of a healthy lifestyle Yoga'96
Starting investments: 900 000 rubles
Payback period: from 11 months
Middle Turnover per month: from 500 000 rubles
Royalty: 5 000 rubles
Powered payment:
Other current payments: from 250 000 rubles
Send a request
Head of the Center Alexander Furashov
"I started doing yoga from despair. I was 40 years old and I was completely broken, the doctors gave 3 - 5 years of life.
Now, when I without 2 years old 70, I feel cheerful and healthy, bring up two young children, leading an active lifestyle and teach a lot, engaged in the development of the center. In my prospects, in the nearby 10-15 years, no care for peace.
I am very grateful to yoga, and in particular the teacher (B.K.S. Yaengar). The method that I imagine gave me bright rich years of life, I learned a lot: about the world and most importantly about yourself.
I would like people to have learned to use this method not mindlessly, but considering their age, their health and lifestyle they lead. "
Requirements for buyers of a healthy lifestyle franchise Yoga'96
- Availability of necessary funds;
- Readiness for learning.
Requirements for the room
Studio - from 70 sq.m;
- Room with an area of \u200b\u200b70 sq.m. (first line of houses, 1st floor, water supply).
- A small room is already in any existing institution, fitness center, beauty salon, spa club, etc.