By Katie D’Onofrio
The “Ask a Yoga Teacher” series highlights yoga teachers, studio owners, and other experts who share their insights and expertise. Today we spoke with Hope, owner of Hope Yoga (Jamesburg, N.J.), about how to own a yoga studio that offers something for everyone. Read on if you’re ever considered owning a studio of your own.
About Hope: Hope is a lifelong resident of Middlesex County spending the last 23 years in Monroe Township. For many years, Hope has volunteered her time and energy throughout Monroe Township and the surrounding areas and wanted to give back in a different way. She and people she has met throughout the years continue to add more and more to their plates; caring for children and aging parents, balancing work and family and somehow trying to remain healthy both physically, mentally and emotionally. Hope wants to share her love of yoga with the members of the community to help them to restore balance, reduce stress levels and bring a sense of peacefulness and calmness to their busy lives and feel included and part of a family of families. Since receiving her RYT200, Hope hit the ground running creating a comfortable, safe place for all to begin or continue their yoga practice. She continues to add to her arsenal of yoga knowledge with Restorative Yoga Trainings, Prenatal Yoga Training, Reiki Level 2 and 95 Hour Children's Yoga Certification with Radiant Child Yoga and is continuing her training beginning the pursuit of her RYT300.
Describe your studio - your class offerings, teachers, clientele, etc.
Hope Yoga is a studio that offers one of the widest varieties of classes in New Jersey. Our diverse schedule offers prenatal classes for expectant mothers to children ages 4-17 and classes that are appropriate for all levels of fitness regardless of age, flexibility or strength. Our clients range in age from in utero to over 80 years of age.
When envisioning a yoga center bearing my name, my goal was to create, cultivate and foster a center based upon the ideas and foundations of community and family. I envisioned a space where people, people of all walks of life, would initially come to practice yoga in a safe, non-judgmental environment, but would soon find themselves looking forward to seeing, catching up and practicing yoga with their new friends. My goal was to differentiate our studio from all others in the area by offering the widest variety of classes to appeal to the most diverse community, not just those that could bend their bodies in ways some of us can't even imagine. We now offer classes for people from in utero (prenatal classes) to infinity and service all levels of yoga and fitness.
How long have you been a teacher and a studio owner?
I received my RYT200 in June 2015 and opened Hope Yoga in September 2015
What was your number one reason you wanted to open a studio?
I am a caretaker and love to help people. I knew how much yoga helped me on physical, emotional and mental levels. I wanted to spread that knowledge and the experience to as many people as I could.
What was the most difficult part about the process before the studio opened? What was the most surprising?
The most difficult part about the process before the studio opened would be negotiating a lease. The most surprising is that the yoga business and those in it don’t always follow yoga philosophy.
How many other teachers did you have when you first opened?
I believe when I opened, I had approximately 10 instructors (give or take). I taught the majority of the evening classes as I had a daytime part time job in order to fund the studio in its initial year.
What changes has your studio went through since opening?
The studio has evolved in its expansion, but not its philosophies, nor has it strayed from my initial vision of creating community. From my perspective, the circle of our community has grown greater in its diameter. We’ve moved twice to open our home to more family members. The heart and soul of who we are, a place where everyone is welcome, has not changed since our opening in 2015.
What type of support do you have (administrative help, a studio manager, etc.)?
In our studio, we offer our front desk staff a work-exchange. Our staff works a three-hour shift in exchange for free unlimited yoga. I also have a manager who helps me oversee this growing staff and studio. All other tasks I take on myself: marketing, accounting, programming, bookkeeping, scheduling, tax preparation, personnel, purchasing, etc.
What advice would you give to someone who’s considering opening a studio?
Think long and hard about how you will differentiate your studio from those that are likely under 10 miles from yours. Why will people want to come to your studio and more importantly keep coming back to your studio? Make sure you’re prepared to accept that there is not a lot of money to be made in the yoga studio business. Create your vision based on love of what you do.
Connect with Hope Yoga on the web at HopeYogaNJ.com, and on Facebook, Instagram, and Twitter @HopeYogaNJ
Katie is a Jersey-based yoga instructor and writer. She believes that yoga is for everybody and every body and loves to bring a sense of lightness, play, and self-discovery to her classes. When she’s not on the mat, she probably has her nose in a book. Follow her on Instagram at @KatieDonof