You’ve got a full class schedule, great teachers, and a growing student community. These things are critical for running a successful studio. Without any of them, your business would be in trouble. But if you don’t leverage the power of yoga workshops and other special events, you could be missing out on a chance to take your studio to the next level.
Why would you want to take on the extra work when you already have a full schedule of classes? To start, workshops deepen your students’ practice and yoga knowledge, making them more dedicated and loyal community members. The more opportunities you offer your students for growth, the more they will love yoga and your studio.
Of course, another key reason to host workshops is that they bring in additional revenue – for you and your teachers. Workshops are an upsell beyond regular studio classes, and their cost is normally at least twice the cost of a regular drop in class. That makes well-attended workshops far more profitable than a regularly scheduled class.
Planning a Workshop
Self-motivated and professional yoga instructors are usually interested in taking the lead in planning and hosting their own events. If you’re fortunate enough to have that type of instructor on your payroll, you only need to create an atmosphere that encourages their initiative and supports them during the process.
However, if you have new instructors or instructors that teach and have another full-time career, you might need to be more involved in the process. If that’s the case, here is a quick rundown of the planning to get you going.
The first key to success is creating a workshop or event around a great topic or experience. To start, you probably don’t want to host a workshop that’s like something you already offer as a recurring class.
Restorative yoga, partner yoga, pranayama and meditation, adaptive yoga, Ayurveda, and Thai Yoga are just some topics that would work well for workshops.
Time, Date, & Location
Like you would with any class, think about the students you want to attract and when they would likely be able to attend your workshop. It’s impossible to expect one time block to be perfect for everybody. So just be as thoughtful as you can when scheduling your workshop’s time and date. The rest is up to the students.
You’re likely going to hold workshops at your studio, but don’t limit yourself to that space. For instance, if you have a body of water in your area, a stand-up paddle board workshop or ongoing series would be a great offering. Likewise, a workshop in the wine country would also be well received. So don’t be confined to your studio when brainstorming workshops.
Fees and Instructor Compensation
You also need to decide on the fee and how you’ll pay your instructors. As we mentioned, self-motivated yoga instructors will organize and manage their own workshops. When that’s the case, splitting the attendance fee is the usual way to make sure both parties get paid. We’ve heard of splits in either the 80/20 or 60/40 range, with the larger amount going to the instructor.
But it’s also possible that you plan and organize a workshop and then hire your instructor. When that’s the case, it’s reasonable to compensate your teacher at a rate a little above what you pay for them to teach a normal class.
Reservations and Refunds
Once a student reserves their spot, will you allow cancellations and refunds? Or will you only permit a studio credit with a cancellation? Thinking through your policy ahead of the need will save you trouble later on.
Promotion: By Teacher & Studio
The process of promoting your event is the most time-consuming aspect of planning and hosting workshops. You have to do a good job of promoting it if you hope to fill it. But the good news is you’ll promote your event much like you advertise your studio and regular classes. Plus, your instructor has extra incentive to publicize the event, so they will share the invitation with their networks.
You can create fliers and postcards to share, send email invitations, create a Facebook event and invite your fans and followers, run an ad in a community publication, and have your teachers announced the workshop at the end of their regular classes. The more you can get the word out the more successful your event will be.
After your event, it’s nice to send a follow-up to your attendees and thank them for participating. You can send an email or a card, or even something like the playlist for the workshop, reading suggestions, or a group photo. Just taking the extra step to finish the experience on a positive note will leave your students especially glad they participated.
Workshops and small group events are a great way to offer learning opportunities for your students while earning more revenue for your studio and teachers. We hope this post inspired you to plan monthly or quarterly workshops at your studio. They are certainly worth the time and effort!