Win-win-win: Studios, teachers, students.

Where I brainstorm three ways to improve the winningness of studios, teachers, and students.

1. Less teachers

For those starting to explore yoga classes, it becomes apparent quickly that each individual teacher is their own brand. Two restorative classes by two different teachers can still be radically different, and some people will gravitate more towards one than another. Each teacher brings to the class different backgrounds, different opinions, and most importantly for studio owners, different followings. Students choose classes for the teacher first and for the studio second.

Let’s say I was buying sneakers for the first time in five years. I’d probably go to a store that sold one pair of Nike, of Adidas, of Saucony, of Reebok, of Simple. But once I decided that Saucony fit my specific foot shape, I’d go to the Saucony Outlet for every following shopping trip because I know they have what I like. (This is totally a metaphor as I truly haven’t bought sneakers in that long. High heels only. )

Each teacher is their own niche market. I can’t help but think that studios are missing an opportunity to cash in on their star teachers’ far-flung following. A teacher will a consistently full class one day a week, if offered the same class at the same time three days a week would benefit everyone. It would

• make it easier for the teacher to market themselves
• bring more students to the studio
• make it easier for students to take class with their favorite teacher
  
• create an atmosphere of consistency
• allow the studio to “corner the market” on a popular teacher
• create a community!

It would be great to see more teachers start to find a “home base” studio where they gel with that studio’s style and mission, rather than many teachers teaching at many studios (and spreading the resources of studio/teacher/student very thin.) The title of this section means “less teachers per studio” and not “less teachers in the world.”

2. Less classes

I have unlocked studios, turned the heat on, turned the lights on, turned the computer on, used the bathroom…and no one shows up. This has happened to many teachers I have talked to. I’ve witnessed it happen to other teachers. Yeah, it stinks for the teachers, but it also stinks for the studio. That is cost output with zero return.

I understand the need to cast a wide net with many classes, but when your net is pulled back empty, I can’t help but wonder at the cost of net-casting.

A successful class can grow into a popular class can grow into a full class. Folks want to know what’s going on “in there.” A successful class is the one to throw your shoulder into because momentum adds to momentum.

With less classes

• larger class size as students filter in from smaller classes
  
• buzz is created between students
• less output of cost and time for studio and teacher
• a platform is built from which to expand
  

As well as less NUMBER of classes, what about less KINDS of classes? What style is working at your studio? Perhaps focusing on that style and all its nuances is better than trying to have one of every brand of shoe. Like Jerry Garcia said, (and excuse me while I botch this quote entirely) Don’t be the first one to do what you do; be the only one. If you are the only place to go in your area for Iyengar and your teachers know all the ins and outs of that style, you will attract people interested in that specific style.

The thing you have to be ready for with less classes is to let the outlier students move on to find their new studio home. But having more classes than you can fill dilutes your power. Why put an ice cube in a glass of hot water when you can put it in a frozen shot glass?

3. The network TV model (strategic scheduling)

I have to giggle at the title of this section, but Network TV ruled America and shaped our perception of the world for fifty years.* Powerful stuff!

*I’ll take your arguments in the comments.

What I mean by this is: strategic scheduling.

a. You know you watched every show in post-Seinfeld time slot for five years.

If you have a great following in a meditation class, perhaps schedule a yama/niyama discussion right after it instead of a power flow class and students would enjoy taking two dove-tailing classes back to back.

b. Prepare for the spin-off series by bulking up Chachi’s story lines.

If you are introducing a new teacher to the studio, offer a free 15 minute demonstration after a like-minded class. Have them sign students in and greet them as they enter the studio.

c. 8:00pm is when all the good shows start.

Network TV knows the power of consistent scheduling. You never have to look at a schedule to know that 8-10 is Sitcom Time, 10pm is Hour-Long Drama, and 11pm is the News. Easy, consistent. Perhaps there is some kind of reliable pattern you can create in your week to make it easy for students to come three or more times a week? If they are like any students I know, believe me, they want to! Why not make it easy?

I write this because I think there are more opportunities at win-win-win situations between studios, students, and teachers. As I keep insisting, I truly believe there are enough students to keep every excellent teacher employed.  Studios have a unique opportunity to specify their niche so that their “Saucony Lovers” can find them.