Reaching the Senior Market

[yogarocks]

Hi Harlan and Sara,

You mentioned that seniors is a market for yoga in a recent post. I was hoping you would say something about approaching a retirement community, assisted living facility or nursing home about running a class there. What price range would you recommend for a class that would be chair and standing yoga for residents? I know from talking to friends that their parents and relatives are tired of playing bingo and seeing movies at these facilities.

Also I wonder if one of the reasons a lot of yoga studios have problems building classes is because a lot of gyms have unlimited classes now which include yoga, aerobics etc and people get this with their memberships. My friend went to a yoga class of 40 people at a fitness center.

Thanks.

Debbie

[Administrator]

Let me comment on the last part of your post first...

the competition yoga teachers are going to receive in the future is from health clubs and gyms.

more and more gyms are realizing the drawing power of yoga and dedicating rooms for yoga only. They are dressing them up with appropriate photos, statues, etc.

And their prices can't be beat. My local gym charges $39 a month. Now if that included daily yoga classes, it would be a great deal. Yoga only appears around 3 times a week.

And of course, many of these gyms are the lowest paying jobs on the yoga teaching totem pole. THEY are raking in those automatic charges while they pay bottom dollar to their teachers.

But how much personal attention can you get in a class of 40? Not very much.

How many adjustments can your teacher do in a class of 40? Not many.

So teachers doing privates have an immediate point of distinction.

Now as far as the senior market goes, I believe this is a very strong market.

I would send a Fex Ex letter listing the benefits of yoga in a letter to the Director of the facility and another one to the programming director.

Never ever put a price in a letter.

And this letter must include a follow up call.

[cadehlinger]

I would like to ring in here on yoga classes at gyms. It's an unsettling trend for me that gyms are becoming such a huge competition for studios or independent teachers simply because gyms just don't "get it."

I currently teach at a women's gym and have been told by many of my students that I am the first yoga teacher there who is a "real" yoga teacher. Apparently the other yoga teachers are really trainers and/or aerobics instructors who went to one or two-day workshops and then teach yoga pretty much blindly. I put a strong emphasis on pranayama as the basis for practice and touch upon the philosophy in every class. The students may appreciate that, but management does not. They are looking for pure exercise from their classes. I have been told by my own boss that yoga is boring. And she is offering these classes yet this is her opinion? How well do you think gyms are going to promote yoga to their members if they don't even know what it is or think it is boring? How well will gyms support our mission to teach authentic yoga? It's the case of doing poses but not doing yoga.

And yes as Harlan said they are some of the worst-paying gigs out there for us. What to do, what to do. I understand the students at my gym (and lots of others) are getting short-changed, even though I try hard to connect with each and every one of them. Are these students lost causes since they believe they're getting the best deal for the buck at the gym? I'm just not sure how to convey the benefits of yoga they are missing out on without coming across as bad-mouthing my employer/their gym. And on a grander scale how do yoga teachers beat the gym competition?

[yogarocks]

Harlan,

Thank you for your points about the fitness/gym club situation.
I'm interested in this area too.

I'd love to ask a follow up about the working with seniors:

I wasn't going to price it in the letter but I was wondering what guidelines to use mentally. I have no idea what type of budgets assisted living facilities and nursing homes have . Would you think it out per person attending ?

I know some people that live independently will drive to places for classes but in these facilities people vary in their health and mobility and don't usually get out so I thought going there could work . I'm just not too sure about how to think out pricing.

They say that a baby bommer turns 50 every 8 seconds!

Debbie

[Administrator]

Originally Posted by yogarocks

I wasn't going to price it in the letter but I was wondering what guidelines to use mentally. I have no idea what type of budgets assisted living facilities and nursing homes have . Would you think it out per person attending ?

Running a nursing home is a VERY lucrative business. They receive payments from a number of sources including clients, insurance, medicare, medicaid, and social security.

None of these places is struggling or tight on money.

You should be thinking 60 minute class at upwards of $150-$200 an hour.

If you wanted to raise that amount, meet with the staff once a week, go over the chart of each person in the class. See what specific poses they need as recommended by OT and PT, and charge double (to cover the meeting.)

These places are money magnets.

Do not go in there with scarcity thinking.

Namaste!

Harlan

[Administrator]

Originally Posted by cadehlinger

And yes as Harlan said they are some of the worst-paying gigs out there for us. What to do, what to do. I understand the students at my gym (and lots of others) are getting short-changed, even though I try hard to connect with each and every one of them. Are these students lost causes since they believe they're getting the best deal for the buck at the gym? I'm just not sure how to convey the benefits of yoga they are missing out on without coming across as bad-mouthing my employer/their gym. And on a grander scale how do yoga teachers beat the gym competition?

First, the attention and caring you give your students will always come through.

Second, always let them know they get more individual attention in privates.

You'll see them start to trickle over.

Never ever bad mouth another yoga teacher or certification program.

Even if they got a quickie weekend yoga certification.

Look, we both know it's not the same. But the clients don't.

You'll have to show them by your mastery and your heart.

Namaste!

Harlan

[yogarocks]

Thank you for your the followup on senior yoga and nursing homes.
You've given me a better understanding of these facilities. Based on the complaints about the food , I thought they were struggling!

Debbie

[Administrator]

It's institutional food. Of course it tastes terrible.

They can afford it.

Peace.

Harlan

[Gay]

I have approached an assisted living community through an investor who knew the Director and I was referred to the physical therapist and told that they already have someone who works closely with the pt. I have also subbed in a retirement community where the residents were much more mobile. The teacher I subbed for had a nice gig going, $10 per student per class with about 15 students showing up and free use of a community building. I think you have to be entrepreniuerial and put the great gigs together yourself. The gym gigs here pay from $30-40 per sessions. I could see the retirement community teacher making $150 for a well-attended session. Also, if you are working for gyms, you need to negotiate the best rate possible. I work for two and was able to get them up $5 per class over there initial offer. Tha adds up by the end of a year.
Namaste,
Gay

[cherab]

Hi Everyone,
I am completely new to the forum and so grateful to have found it. I have been playing around with ideas as to how to grow my yoga and have been in where Sara was until now-running all over town for a few bucks, yes last week ONE person showed at my regualr class ata studio where I teach... and suddenly as I found the forum it dawned on me that I make what I make because that is what I ACCEPT!! I do have a huge scarcity mentality and because I am so broke I charge my clients what I think I can AFFORD to pay, not what I am worth and this is the funniest thing about it all... I have two other jobs that I do and today when I was working as a function waitress, I met one of my students form the Y and she introduced me to a friend who last year had been trying to schedule a semi private class and it never worked out because she would not committ to paying up front for a month 10.00 per person, five people minimum and when I met her, I could tell that money for her is not an issue....so I am going to call her with my new rates and if she says no fine, I will move on but what I give is valuable and I deserve to be compensated well.
hope this rant is not too long!
Looking forward to reading more
Regards,
Cheryl