Creating A Sustainable Yoga Business - Part 1

Conversation with Jessie Reino


If you’ve ever struggled as a business owner, felt alone, or like you’re the only one dealing with that particular struggle, this conversation is for you.


My guest today, Jessie Reino, is a yoga teacher who started her business during the pandemic and has seen ups and downs in her business already.


Her success story was how she navigated doubt as a new business owner. But as you’ll hear in this conversation, she definitely did that but she continues to navigate the ebb and flow of entrepreneurship.


We talk through her real-life timeline of how things went and I have a feeling that you’re going to resonate with this in a big way.


If you’re like most of my students, you saw a dip in your business in 2020 or 2021. And if you were lucky enough to see growth in those 2 years, you’re currently experiencing the dip now. I’ve heard it from everyone and experienced it myself as well. So please hear me loud and clear when I say, you’re not alone.


In fact, I have so much to say about creating a sustainable yoga business that next week there will be a part 2 where I succinctly share my tips on this topic. Stay tuned! And for now, let's dive in to the conversation with Jessie!




**This was also a podcast episode (episode #146). Use the player below if you'd prefer to listen to this message.



The ups and downs of starting a yoga business

"In 2020, I was doing pretty good for just starting out. But last year was where it really took a nosedive. My classes were abysmal. It was really depressing." - Jessie Reino

Jessie started her yoga business during the pandemic. She got her foundation set, started teaching, and grew a student base. As her business grew and shifted, she explored different options and then saw a dip.


The ups and downs of running a yoga business are part of the journey and will always be there (and even more so during the pandemic). Class sizes fluctuate. Feelings of defeat, doubt, and comparison are common.


"It's easy to fall into the comparison trap. It's like apples and oranges, and I have to remind myself of that." - Jessie Reino


When you are first starting out, it can be great to try lots of different things - both free and paid! You will notice what works and what doesn’t work for you and learn from it.


"You can change your mind. Just because you say one thing doesn't mean you have to do it forever." - Jessie Reino



Money mindset as a yoga teacher

I strongly believe that yoga teachers should make money teaching yoga. You are providing a service that is helping people in this world, just like a dentist or a mechanic. You deserve to be paid!


I also believe that when we get to the point where we're making a sustainable living, then guess what? You can donate to charities that help other people. You can give your time to nonprofits and provide free yoga classes. There is so much abundance that can happen once your needs are met. But before that, you can't.


"If you have the desire and passion to teach yoga, please get paid to do it so that you can do all of the other amazing things with your money and time." - Amanda McKinney


We all have a money story. Jen Sincero has a book called You Are A Badass At Making Money that I highly recommend.


There are a lot of emotions attached to money. There are feelings of guilt and trying to make your offerings accessible for people, but also trying to make a living.


In episode 139 of the podcast (Why Your Yoga Offering Isn’t Selling & How To Fill Your Next Yoga Offering), I said "People who pay, pay attention." There's so much truth to this. We offer so much and assume that when we offer something for free that people are going to show up. But the thing is, we value what we pay for.



Keeping your yoga marketing simple

When you’re doing everything on your own, it can feel really overwhelming to create a lot of content. But you don't actually have to do a lot to make a big impact with your marketing.

"A friendly reminder: You don’t have to do it all." - Amanda McKinney

So take everything off the table that you don't feel like doing right now (whether that's reels, Facebook, LinkedIn, Pinterest, or whatever channel isn't resonating with you). Focus in. Simplify and come back to asking yourself: How can I help people?


You can also share content for free in your marketing so you can help the people that aren't in the place to pay for your offerings at this time.


Jessie hosted a 30-day self-care challenge that helped her stay on top of creating content and she enjoyed it. It helped her narrow her focus (instead of feeling overwhelmed by too many options), gave her an idea of what to post each day, and engaged her audience.


“Instead of posting random things, there was a structure.” - Jessie Reino



Content planning for your yoga business

Content planning for your yoga business is like playing chess and planning several steps ahead – if you wait, it’s too late!


Planning for 90 days at a time is where it's at! This is my best suggestion. You could set a theme for each month and plan ahead for the upcoming quarter. For example: In March you sit down and plan out the next 90 days. You decide you're going to talk about a "nature" theme in April, "action" in May, and "cooling down" in June. Then in May, you have it on your calendar to do it again for the next three months. So you give yourself that buffer and you're always ahead!


This way, it allows you to plan for promotion of your offerings as well. If you have an offering like a workshop that you're planning in the next 90 days, you can plan your content around this offering. You can plot it all out on your calendar. You're setting yourself up for success.


If you want to learn more about this process, listen to episode 27 of my podcast that's all about how to plan your content for the next 90 days.


Remember that we often have to hear, read, or watch something for a while before we implement something. Consider this when you are implementing a marketing strategy.


So think about quarterly planning and see how it feels for a while. Will it work for you? Is it realistic? Maybe you try it a