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30: Yoga Marketing: The Old Way Vs. The New Way – How To Increase New Students And The Amount Of Introductory Offers You Sell

General marketing and direct response marketing

What Is This Episode About…

In this episode, John and Chris will talk about the difference between general marketing (the old way) versus direct response marketing (the new way). They will dive into the old forms of marketing they’ve done in the past and contrast them with the new forms of marketing that they do now while looking at it all through the first three core functions of a business, namely; lead generation, lead nurture, and lead conversion.

One core way of differentiating between general marketing and direct response marketing, is to look at how they are evaluated. General marketing is designed to increase awareness while direct response is evaluated on the basis of sales results. In reality, direct response focuses on a brand and the long term impact of the messaging being put out into the market. Unlike general marketing, it’s designed to produce a sale now rather than in some distant future.

General marketing on the other hand, is all about putting out ads, which are usually too costly for most mom and pop yoga studios to afford, and hoping that potential clients will see them and come in to purchase whatever you have to offer. Doesn’t sound so worth it, right?

Well, if you’re a yoga entrepreneur and you wanna learn more effective marketing techniques that will also save you thousands of dollars in wasted money, then stay tuned as John and Chris dish out more actionable advice on that. Enjoy!

Key Points Discussed:

  • How John and Chris burned $3,500 on a newspaper post-it note that brought zero leads (00:52)
  • General marketing versus direct response marketing (03:07)
  • It’s all about putting the messages out there without any way of measuring the results (04:43)
  • How direct response marketing fits into the yoga studio world (09:23)
  • The area where yoga teachers can really thrive (12:07)
  • Do direct response marketing instead of general marketing, and Facebook is where it’s at (15:58)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released January 15, 2020

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          Alright. So today, we are super excited. We are going to talk about the difference between general marketing, or what we call the old way versus direct response marketing, which is the new way, and we’ll just break it all down and give you everything we know. This can save you thousands of dollars in wasted money.


00:21          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:52          Okay. So, here’s a great story. We… as it was 2000 and… January. January 1st, 2017. Just prior to that, John and I were preparing for this impending split of our business where the four partners were splitting up. We, our oldest brother lived up North in the capital of Virginia in Richmond, and there’s two studios there, and we’re all set. We had the contract signed, and he was taking control over those, and we were taking control over the two yoga studios, hot yoga studios in… one in Virginia Beach and one in Norfolk in what’s called Hampton Roads. And we were collectively all three of us buying out our fourth partner. Alright. All good. It was tough there towards the end, but we got to… finally got to agreement, we signed contracts and all of a sudden we’re like, “Man, January one. This is the go time for hot yoga. Like we are ready. We gotta be like, what are we going to do? Like what are we… how are we gonna market it? Let’s do something. Let’s go big though.”


01:49          And so, what do we do, John? We had a contract with a marketing company in the area, and we had to spend a little money, I think at that point with them. So we decided to put a post-it note on the front of the very first paper of the year. So, this is… this paper is the Virginian Pilot. It goes through all of the seven cities of Hampton Roads, and the post-it note is on top of it. We knew from their data, that this January 1st newspaper is the most read newspaper of the entire year, and so they’re like, “Listen, this post-it note on the front is going to cost you $3,500, but it’s going to be delivered to this number of thousand…” I don’t remember what it was. It was like 60… or 60,000 people. So 50, think about it, “50 or 60,000 people that live in this area of the seven cities where both your students are located, are going to see this post-it note, first thing on January one, the New Year’s resolution time. They’re going to be so excited.” And, so drum roll. Zero. Zero. We had no crickets… come in that we knew of, and this is one of the problems we’ll talk about, that we knew of that came in because that post-it note.


03:07          We basically took $3,500 and lit it on fire. Darn it. Darn it. Darn it. It was one of those, you never fail, you always learn in there, cause… because there’s always a result. Right? And so we… if… as long as we keep that mindset, we spent $3,500 for a good lesson, but this… what this story highlights is the difference between the old way of marketing, the new way of marketing. What we’re going to talk about is general marketing versus direct response marketing, and how this plays into the five core functions of business, which was what we talked about last time. We’re going to break that down a little bit. So, so general marketing is what we just described. Right? You throw an ad out there, and you put it either on like the radio, or in the newspaper, or TV spot. And, there is zero way of measuring it.


04:01          So we don’t know. Like we put this ad out and like we don’t know the response and what these media companies say is, Oh, we know that this number of people watch at this time or view at this time or they read the paper and so we can tell you that your ad will get eyeballs on it, but I don’t know what they do with it. I did know that post-it note, nobody did anything with it because we even had like, Hey, if you see this and you come in, mention it and we will


04:31          give you such and such discount. Yeah, bring it in and you get a discount. We even had a, we had the call to action call action, right-click on this link that was actually on there and you can get a discount. So we had ways of tracking it and we did not get it.


04:43          Anything from it and that’s the problem with general marketing is that you’re putting these messages out there without any way of measuring it. And those forms of media, they are expensive. I mean literally like this little post-it note going on, all those things. $3,500, right? We are fortunate, we’ve been in business for that long and we had the ability, the marketing budget to spend on it. But man, yoga studio, small mom and pop yoga studios don’t have that in their budget to gamble on general marketing in the hopes that someone will come in because of it.


05:12          And so what we’re really talking about is lead generation. Like this was the very first core function of a business lead generation. How do you get people, how do you get eyeballs on your ad? How do you get people in your studio? How do you get people moving in your direction? Right? How in the old way it was exactly what Chris said, it’s newspapers, rags. It’s a TV. If you can get a TV spot or it’s a radio spot and then you’re kind of praying, hoping that people see it and come in from it.


05:41          And so the lead happens when someone walks through your yoga studio doors, right? Then, Oh, there’s a lead. There’s someone who’s interested. And let me give you information or let me give you a tour. One of the problems is that like if you were to do general marketing, most of yoga, close their doors and lock them 30 minutes beforehand, that’s when they opened. And once she was behind the desk, a teacher who doesn’t know how to sell and doesn’t know all the ins and outs of actually what compels people to buy and what they’re looking for. And so or, or at worst they just said, yeah, come on in and give it, we’ll give it to you for free. Right? And it’s like, so it’s crazy how backward and archaic most yoga studios are operating. Now back to the direct response lead generation. So when we started learning this, like we were in earnest in 2015 right through 2016 we joined a mastermind group.


06:32          We started learning and it was really all like online marketing, direct response marketing and that’s what it’s called in the world is direct response marketing. What that means is you put an ad out [inaudible] someone like has an action to take and only one action to take. So some of you may be thinking, well I do. I put an ad out and then I give them a link to my website. No, that’s not it. Because there are so many things that can distract them on that website. There’s not one thing to do. There are a thousand things to do. Oh, your website has a testimonial page. It has about us. It has. Why the heat? It has, why yoga has the traditions of yoga. I mean, how many years contact us and here’s like how many schedules? And there are literally hundreds of tabs, hundreds of ways to get lost inside.


07:15          Think about every tab as a doorway that people can get distracted and eventually click off, right? So this is what happens with most of us is we put our ad out, we say go to our website and we hope that they get to our website and are interested enough in all of those things that they contact us, right? That is the recipe for them to get distracted and disappear and never contact you at all. Your website is just an online brochure. That’s it. So what we mean with direct response marketing and so when we joined these mastermind groups back in 2015 what they taught us was online marketing and we’re like, but we’re a yoga studio and we’re offline. But we understood enough that men, there may be a way to marry these two things together, a brick and mortar online yoga studio with an online understanding of how to get leads, how to get new people to the doors because they are the lifeblood of your business.


08:06          There was a, I think a 2016 study, but it was by I think yoga lions and they joined with I think yoga journal. Yeah. And they did this big meta-analysis and it said that 60 or 80% I can’t remember what was it, it was between 60 and 80% of the people that are with you now as new students will not be with you in a year. So between 60 and 80 I’m going to go check the numbers. I didn’t check it before this percent of the people that are with you now as new students are not going to be with you. They’re just going to fall off. They’re going to be out. And so what that means is we need a process by which we can keep new people coming in and general marketing doesn’t do it. It’s very expensive. You can’t measure it and you don’t know how good you’re doing. And then if you bring people into the studio, then do you have a process by which you talk to them and sell them in the studio to be able to buy the introductory package? Yeah, it’s 80%, Chris. It’s almost 90% yeah. Some studios that do a good


08:56          job with all of this, get that attrition rate down to closer to 60 bucks, 80% for on average for gyms and yoga studios. So let’s define lead generation a little bit more. Let’s go. Let’s clarify that. Cause we’ve been talking about new marketing versus old marketing, kind of what we did. So specifically if someone’s listening to this and they’re like, okay, what is lead generation exactly. Is it like if I just put an ad out and then get them to do an action? Like what defines lead-generation? Chris,


09:23          back in the day a lead was someone walked into your yoga studio. They are now a lead. Meaning they have walked in. There they are, you can shake their hand, you can get their name. Hopefully, you can get their registration form. So you have a number you can call them and follow up with them. That’s the nurture aspect of it. But let’s pivot now. So that’s old-style new style is you actually acquire an email from them. This is in the online world. Again, we’re going to bridge the gap because like some of you may be thinking, but I’m a yoga studio. How does online marketing, even like direct response marketing, how does it fit into my world? And we’ll tell you how it fits into your world right now. So Chris,


09:59          I can hear yoga studio owners saying like, well I do online, I do social, I post social almost every day


10:08          and they punch and they mistake this love in my heart and they mistake this for advertising.


10:15          Right? And this is not just obviously not in the yoga world but in brick and mortar studios everywhere. And what people think of as online marketing is, Oh, I’ll just do a social post


10:25          once a day


10:26          and get people to do stuff of my social posts. Like what are we talking about? Like online, the difference between like doing the social posts every day or once in a while and saying, okay, I did my, my free online marketing, uh, versus actual online direct response marketing lead generation.


10:43          Well the difference is when you’re online doing like the direct response marketing, you’re throwing an ad out and they have one action to take and you’re giving them value. Like you’re giving them information that they like really want and need in their lives because they find value in it because it’s going to help them solve a pain point that they have a problem that they have. And then but in exchange for that value, and you can do this in a number of different ways, but we’ll just say for like the concept itself, in exchange for that value, they give you their email address with which you can then follow up. So the lead has been generated when you now have a way of communicating with them. And so we’ve thought we were going to separate these in different podcasts, but it’s hard not to talk about all of them.


11:23          So we’re going to talk about lead generation, lead nurturing, lead conversion all in this one because once you’ve got their email address you can then follow up with them via email. Now if you’re on Facebook and they express interest in the post that has what, it could just be a video or it could be like, Hey, here’s a video and here’s a link and here’s the information that if you want you can have it. Just give me your email address and I’ll give it to you so that you can then follow up not just via email or, but you can also follow via Facebook and what that leads you into. Once you have a way of communicating with them, you can now nurture them. And all that means is continue to like talk to them about stuff they care about and provide value and help them like solve problems genuinely from the heart.


12:07          This is where I think studios and yoga teachers can really thrive is because like we have huge hearts and we want to help people. It’s like it’s pure that the intention of what we’re doing and what we’re offering [inaudible] like it’s pure and it’s good. And so when you can marry that, like that intent with the power of direct response marketing, you have something very, very powerful, very potent. So if I collect an email or collect emails and then I start to nurture meaning specifically meaning I consistently send them emails with some really great information and good value. At what point do I make an offer? At what point do I then jump to the next phase of lead conversion? Is it I send one email with something cool and then say, Hey, I got this great offer. So well the answer to the question is it varies.


12:55          There’s some statistics say that they need to see and hear from you at least seven times before they’re now ready to make a commitment and actually purchase your introductory package called touchpoints. But it really depends on like their level of awareness with their own pain. And there are other problems that they have and what they believe is the solution. So people that need more nurturing, they need more touchpoints, more contact from you are people who don’t have readily the pain apparent to them or they just don’t know that what you do as a solution for them. And so there’s the education process that happens. So anywhere between probably minimally seven points and all the way up to 16 it was one of the last things I heard. 16 touchpoints. So what this is what’s so interesting. He says then at some 0.1 of those emails says, Hey, if you’re interested in doing yoga with us, here is an offer and click on this link to go to not your website, not the website page that has one action and that is push this button to purchase this offer and fill on your credit card information and then you will get X offer and you’ll be able to come in for this duration of time to practice whatever the offer is, 30 days or two weeks or whatever it is.


14:14          But once they’ve done that, once they’ve made the purchase, you’ve converted them. So you’ve gone from lead generation to lead nurture, you’ve nurtured them, you’ve communicated, you’ve educated them, and then you’ve converted them. This is the thing, once they’ve converted, that’s when it actually starts because we have these like two tiers of leads. One you, they don’t know who you are and they give you information so that you can communicate with them and then now you’ve nurtured them enough and you’ve said, Hey, I can help you. And they say, okay, I’d love to be helped. And then they buy. Now it’s time to fulfill on what they’ve just bought because as a yoga studio owner, our lifeblood is memberships, memberships, getting people who are paying you every single month, recurring eat day or month in and month out so that we know we can look ahead and say, Oh, this is the guaranteed revenue that I have coming in next month, which allows us to take the news of that financial news of not knowing and like loosen it and be like, okay, I know this is going to come in next month. Now let me figure out how to get more people.


15:11          It gives you breathing room guys. And so if we can understand in our businesses how to get leads, right, how to bring people in into our orbit literally into our orbit, like whether it’s online, through email and or if it’s on Facebook and I’m just putting out great content and people are engaging with it and then I’m nurturing those people through direct email or with more online information, retargeting through Facebook, Facebook, this amazing stuff. As far as marketing goes and then I’m able to convert them into that initial intro package. Then the work begins. The next podcast we’re going to talk about delivery and we’ll talk about the resell upsell and retention of the last two parts of the five core functions of a business. But I hope this was helpful and you’ve got a bunch of golden nuggets out of it. So little recap.


15:58          Don’t do general marketing. Do direct response marketing. Yes, get and right now Facebook is where it’s at. Like you go in there and put some ads out, put some content in there and then have one call to action. Have them link them and don’t link them to your website. Link them to a page that has just the information that you talk to them about with one thing to do on that page. One thing to do, whether it gives your email or actually sign up for the intro package. And then what’s beautiful about Facebook too, that’s our main source of marketing right now is you can then nurture them. Even if you don’t give them email, someone can actually watch a video and you can take the people who have watched a certain percentage of that video and send them more information because if they watch more of the video, the likelihood that they’re interested and they have like are there higher prospect to actually come in and join your yoga studio? [inaudible] has increased and so you can retarget them. Now Facebook owns all of that information and so it’s powerful, but always know that getting their information, an email, a phone number or something is the high watermark and direct response marketing because then you can now reach out and follow up with them on your own without having to depend on Facebook’s algorithm.


17:03          Yeah, Chris, like a leprechaun. He just wants to throw more gold nuggets all over the place, so join us for the next episode because it’s going to be awesome. We’ll wrap this, the five core functions of a business and talking about delivery. Talk about retention and resell and upsell. Hope this helps and if you haven’t yet, please rate, review and subscribe to this podcast. It means the world to us right now. Just a passion project for us to take what we’ve learned and really just deliver it and hopefully you find value in it and helps you in your business, help you in your studio’s, helped you in your business and help you find some financial freedom. So remember, everybody, thanks for listening. Do the work. Honor the struggle. Make more of a better place.


17:45          Talk soon. Peace.


17:50          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks


29: How To Know Where The Gaps Are In Your Business.

Yoga entrepreneur how to successfully run you business consistently

What Is This Episode About…

In this episode, John and Chris will seek to answer a question about the five core functions of a business. When they were starting out with their business, they didn’t know what those core functions were. Chris didn’t even pretend to know what they were while John would either lie that he knew them or make them up. That was until they heard about Alex Charfen’s Billionaire Code from some of their coaches, and the five core functions of business just so happened to be one of the core teachings of the code.

The five core functions include lead generation, lead nurturing, lead conversion, delivery/fulfillment, and resell/upsell or retention. For a yoga entrepreneur to successfully run their business consistently, they have to analyze the business based on the five functions by creating a scorecard of each function, and then focusing their future efforts more on the functions that they are failing in the most while still ensuring that they keep working on the rest of the functions, because a failure in any of them leads to the overall failure of a business.

John and Chris will talk about how they learned to implement the framework of the five core functions and advise us on how to efficiently implement them in our yoga businesses. Stay tuned and enjoy.

Key Points Discussed:

  • The systems and processes for a business that helps you scale it and creates free time for you (00:48)
  • Looking at our businesses through the framework of the five core functions and how that can change everything for the better (01:42)
  • If one of those is not working, your business is not working (02:58)
  • The importance of leading in the decision-making process (05:19)
  • How to do your lead generation, nurturing, and conversation (07:29)
  • Caring about students getting the quality of experience that they’re looking for (11:06)
  • It’s all about balancing five swords on their tips (13:24)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released January 8, 2020

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          Alright. Welcome to YES (Yoga Entrepreneur Secrets). And, the question for today is, do you know about the five core functions of a business? Because if you don’t, that is probably why you’re not as successful as you want to.


00:17          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:48          Alright, so Chris. Five core functions of a business. Five core functions of a business, John. I had no idea what this was in the beginning of… oh man, today is the last day… as we’re recording this. Today is the last day of 2019. At the beginning of 2019, if you asked me what the five core functions of the business was, I would say, “I don’t know what you’re talking about, and why are you talking to me about them?” I would make something up and… John would lie. I would be honest. Straight bald-faced lie, but I would try to make something sound good. It’d be a white lie. Which is still a lie, John. So, Chris and I are part of a mastermind, and in this mastermind, we heard of a gentleman, Alex Charfen and he is a basically a Ninja when it comes to businesses. His business is called The Billionaire Code, and it’s all about like, the systems and processes for a business that helps you scale it and creates free time for you.


01:42          Almost all of our coaches are working directly with him, and so, through some of our coaches, we heard not only of him but some of his core teachings and one of them are the five core functions of a business. You want to tell me what those are Chris? No, I want to keep the story going. So, we’re in this mastermind group and… and Steven Larsen who is the main coach in the group, talked about Alex Charfen. He talked about these five core functions of a business, and what was really interesting he said is, every quarter he looks at his business through the framework of those five core functions, and he analyzes it. He basically gives himself a scorecard for each one of these five core functions. And what that does is it then organizes what he focuses on for the next quarter, whichever one scores lowest is what he pays attention to most in the next quarter. And, what he said is, this has revolutionized his business. It has changed everything. So beginning of 2019 I had no idea what these were. Second-quarter of 2019, we were introduced to them, and then we started looking at our business through the framework of these five core functions. Are you ready to tell them what they are? Third-quarter. Yes. Five core functions. First one’s lead generation. The next one is lead nurture. The following one is lead conversion.


02:58          The next one is delivery or fulfillment. Or fulfillment. And then the final one is reselling/upsell or retention. Thank you Chris. Retention, resell, upsell. It is everything guys. Like this is… if one of those is not working, your business is not working. In order to create a successful business, all of these need to be worked on, and obviously, you focus on one and another one could start to deteriorate a little bit. That’s why every quarter we give ourselves a scorecard and say, “Okay, what out of those five… where are we in and what do we need to pay attention to the next quarter?”


03:33          Yeah, so you, I don’t know if we’ve talked about it a lot on the podcast, but you know we’ve been in business for over 15 years now owning yoga studios. We’ve been teaching yoga for longer than that. We were in martial arts world are much longer than that, but for the majority of that time, John and I, our main focus, if we’re looking at our business through the five core functions was on delivery and fulfillment. Because our main focus was what is going on in the yoga room, right? How are our teachers teaching? What are they teaching? How can we make the sequence better with this new information about like where we, the methodology we use is Mio Fashional methodology. Like we didn’t know that for a while and so we were doing our best teaching, but when we learned it, all of a sudden it was our job to implement this new methodology, this new framework of sequencing into our classes.


04:24          What I’m saying is all of that is related to the fulfillment of what people are getting when they came into hot house yoga because we didn’t have any idea what the rest of the five core functions were. We thought that if we could just fulfill if we could do the best on that side of it, that’s all we need to do, and so it would create the most excellent experience for people that we could possibly put together and our businesses still struggle to get to the point of where we actually wanted them to. Now it made a difference because people would, if you create something remarkable, people remark about it. It’s amazing. It’s nice when you put something amazing together, people will tell other people and people will be excited about it. But the people that don’t know anything about it, you have to generate [inaudible] this buzz about it, right? You have to create some type of buzz. Like in your business, you are the market or you have to put your, take a Bullhorn in, preach your message, let people know what you do and how you can help them. Right?


05:19          Yeah, totally. So in that fulfillment, what we realized was that consistency is most important. So we focused on that and part of that consistency was, okay, now we need a coaching program. So we developed a coaching program and then we’re like, man, we need teachers. And in the beginning, we were sending teachers to where we got certified and all of a sudden realized, man, it’s just not working like that. It’s not working for us anymore. So we develop our own teacher training program. And so, but you can see it’s all very, very focused on the fulfillment aspect of it and that was super important. But what we didn’t have control over of those beginning years was like, how are we generating those leads? Like we are part of the decision-making process, but we weren’t leading it. We weren’t like being the innovators of it. We weren’t creating the promotions.


06:00          We were like, do you guys like this or not? Yeah, we’re like, let’s go. Honestly, I didn’t care. I didn’t care to know about what was going on. I’m like, you guys run with that. I want to focus on the yoga and then come 2016 we were like, Oh, we actually need to care about this because it’s now up to us because that was when we separated the business. So 2016 we did a little bit better than we did in 2015 2017 we did better than we did in 2016 we have all these numbers. We’re not going to share them with you just yet. And then this last year, 2019 18 was better than 17 and 19 has just been huge. And it is not a coincidence that the year that we learned about the five core functions of the business and we started making decisions based on where our leaks were in these five core functions, lead generation, lead nurture, lead conversion primarily.


06:47          And we started focusing on plugging the leaks. We’ve had our best year ever in 2019 we still have today while we’re still today. See all today goes. Yeah, we’ll take everything down just today. And then once you generate leads, how do you nurture those leads? How do you stay top of mind, right? Cause that’s the other thing. Like you can put a message out, but how many times does somebody need to see a message? I know back in the day it was like seven times. And I think now because of everyone’s short attention spans, it’s like 16 times to be in front of their face before they actually realize or take action or know that you’re in the uh, their orbit. And then converting those people once they get interested. And once they move in, how do you get them to actually take the next step and convert them, move them into your process, right.


07:29          To be able to help them. So, and then once you’ve delivered and like people are moving in, they’re moving in with you. It’s so funny. I swear you were just picking up my brain. Right? Cause I’m like if you look at this, it actually, it kind of works in all and a lot of areas, I won’t say all areas of life cause I’m sure you’ll figure out one that doesn’t work. But like to think about dating. So funny, right? You were thinking about dating cause that’s, I picked up on what you’re putting out and so, so like you don’t go and meet someone and say Hey do you want to marry me? I love you. No cause they’d run away, Hey do you want to move in? Right. So you gotta like generate the lead and be like, Hey would you like to go have some coffee or tea or go have some lunch.


08:10          Right. You’re not even going to dinner before that. Cause that’s kind of lead conversion. I think even before that, it’s lead generation where you make eye contact, right? You see them and then you look away and you pretend like you didn’t see them. Right. You’ve generated, there’s an attraction, you start showing up at the same place, they show up. You kind of like you see them a few times and there’s the lead generation piece. Yeah, totally. But then the nurture is like, Hey, how are you doing? What do you do? You want it cause then you’ve got to ask, right? So you’re like the attraction happens and then when you ask the person out, then it’s like now the lead has been generated. Like they know you’re interested. Their nurture is now like what do you do? Do you go have lunch? Do you go have coffee? What do you like? What’s that process look like? And how many of those do you do? So you’re not like one coffee and you’re like let’s move. I love you.


08:58          You then say, Hey, let’s do this again. Hey, let’s do this again. When I first am I after the first lunch date with my wife, I got to like the side hug with the tap house. The hugs when like you’re not like squeezing holding. You’re like you got a little squeeze and then it’s like, okay, that’s enough. That’s what I got. I thought it was done. It could be a friend hug zone, but I was like, wait a second. I thought that went way better than she did I think and so I haven’t nurtured enough so I need to ask her out again and again and again, but you see at that point the conversion is like, okay, we’re dating. It’s official meaning it’s official. Can I say I’m in a relationship on Facebook, right? That’s the day that it’s official not change your status on Facebook.


09:39          Yeah, you got to change status, but if you look at that, it’s the same framework. Like when you ask somebody to come in, you’re giving them an introductory deal. Now that introductory deal like should help them in the process of however long that introductory deal is and however many touchpoints there are. How many classes are involved, like that is the nurturing process and then the conversion is how do you get them into a membership versus dating, which is, Hey, will you just be exclusively my girlfriend or my boyfriend? Yeah. Right. And then delivery is showing up. Right? And in the relationship world, not as your representative, but like now showing up as you like who you really are. Because in the generation and the nurturing process, in the conversion process, it’s not you really [inaudible] representatives. Totally representative. Like this is me I want you to believe is the best version of myself. Yeah.


10:30          And then retention is putting in the work, and this is, I think in, I always staring off into a relationship conversation, but this is where relationships fail is one person or both people stop trying the retention piece. It’s the resell upsell, right? So you stop trying, you stop putting the effort. It’s usually around the two two year Mark I think is what? Five love languages. Gary Chapman, the author of five love languages says that two years Mark is when we get comfortable, we get caught in this experience of. It’s the idea of familiarity. You’re so comfortable with a person that you stopped putting in the work.


11:06          Yeah, and so if you had like as far as your business is concerned, if you had someone stay with you for two years, that is huge. The lifetime value of that person. Like you have done a great job, but what we’re saying, not in relationships, this is almost like a relationship podcast now is that they’re ha you have to keep putting in the effort once they’ve converted, converted mean they’re a member now. Right? The high watermark for yoga studios to get leads from the generation to the nurture to the conversion is like now they are a member. They’re paying you every month to practice and how are you like again, how after they’ve signed up for the membership, the retention is how are you handling them? Meaning how are you taking care of them? What are the touchpoints? Are you still talking to them about it?


11:44          Like are you still caring about their experience? And then that’s for us, what we’ve really organized really well at this point is that fulfillment of it, knowing that the consistency that they get, the care, the love, like I, we know what our teachers are teaching, we know the methodology that they’re teaching, so we understand that the consistency is there so that they’re getting the quality of the experience that they’re looking for each and every time they come in to practice. Yeah, I think that’s as deep as I want to go into it right now what we’re going to do is we’re going to break down each segment of these five core functions. So next episode we’re going to talk about lead generation and what we’re doing right now, what we’ve implemented that has changed the game so and then we’ll talk the following episode on lead nurture and ways that you can do that better.


12:29          And then we’ll go through all five of them and tell you what we’ve done, right, what we’ve done wrong, how we failed, the mistakes we made and what we’ve done to shore up those mistakes. Now what’s important is for this episode is just starting to look at your business through the framework of these five core functions. Because what’s what ends up happening, and this is what happens for us is like for years we focused on fulfillment and that was our, our focus and we realized, man, that’s really good right now. And then 2016 happened. We’re like, Whoa, we didn’t know what it was. Then 2019 and we learned about the five core functions and we’re like, Whoa, okay. Now this lead generation nurture and conversion thing, we have to, that’s the biggest gap that we have in our business. So I’m not ever expecting that all five will be perfect because as I focus on one, I’m taking my attention away from the other and then when I come back to that next quarter and I look at it, the lead generation, conversion nurture, if that’s like what I’ve been focusing on, I imagine the fulfillment, the retention, the upsell, resell is what I then need to focus on, right?


13:24          How am I taking care of the members that are already there? What can I do better? And so I look at it like it’s this, uh, you know, the way in which I look at it as like, all right, I’m balancing these five swords on new tips. All right, on the very tip. And I’m trying to balance them and figure them all out. And as I focus on one, the other starts wobbling and losing their balance. And then I got to focus on them and the other start losing their balance. But each time I do that, each iteration, I’m leveling up each of those. But I think there’s this never-ending growth if it hasn’t been point. What we learned was every quarter, take the five core functions and grade yourself. One being the worst, five being the best, a one through five. And if whatever one of those hits the five, take your eyes off it for a little bit and focus on the ones that are at a one or two and get those up to three or four or five and you know, get some motive movement in those.


14:14          And then the next quarter, grade yourself again, one through five in each of those five core functions and see which one needs you need to pay attention to. And if you do that consistently, so every quarter you do that like Chris said, you’re balancing those plates and you’re making sure they all stay balanced and stay on the swords. So that’s what we would recommend for you to do like right away. Cause here we go. We’re starting the first quarter of 2020 yeah. Where are the gaps in the business viewed through these five core functions and then focus on one of them and start making it better. Yeah. Cool. Thank you so much for listening. Like always do the work, honor the struggle and make the world a better place.


14:52          But he’s our buddy. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks



28: How To Make 2020 Your Best Year Ever. The 5 Most Important Things You Can Do For Your Yoga Studio

Growing a yoga business

What Is This Episode About…

In this episode, John and Chris will address an issue that is in every yoga studio owner’s mind right now as we head closer to the new year. That is the issue of how to succeed in the business in 2020 in the midst of an increasingly competitive environment where big box gyms are becoming an everyday threat. 

Yoga studio owners are very concerned that the big box gyms are going to take over the yoga industry and demolish all the mom and pop yoga studios by incorporating yoga that will compete with them in a way that they won’t be able to keep up. Big box gyms and corporate-style yoga entities like CorePower have very deep pockets and therefore, millions of dollars to spend on marketing, and so the only way to compete with them is by doing things differently. 

John and Chris will share the five main things that yoga studios can do to achieve that and succeed in 2020. They are; telling stories, creating a high barrier to entry introductory offers, combining online and offline, discovering the activation point for your students, and shifting from experience-focused to results-focused programs. They will dive into each of those things in detail, so you can learn how to immediately implement them in your yoga studio to stay ahead of the competition and grow your business. Stay tuned for more.

Key Points Discussed:

  • The 2020 success question in every yoga studio owners mind (00:57)
  • How other businesses in other industries related to yoga and the importance of understanding marketing and advertising (03:51)
  • Differentiating your yoga studio and attracting students with storytelling (05:35)
  • The power of creating a high barrier to entry introductory offers that create more value (07:58)
  • Ensuring more loyalty from students by combining online and offline (11:58)
  • Discovering your activation point and how it can it can totally change your business (14:14)
  • Shifting from experience-focused to results-focused programs and articulating it better (16:34)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released January 1, 2020

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          Number one is, focus on storytelling. Number two is, create a higher barrier to entry offers. Number three is, utilize online and offline to create more of a nurturing process for those people. Number four, discover the activation point for your students. One of your number one KPIs (Key Performance Indicators), and number five, shift from experience-focused to results-focused programs.


00:26          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:57          Alright. So, the question is, “What are the trends for yoga studios that will lead to success in 2020. Are big-box gyms going to take over the world? Is CorePower going to demolish all mom and pop yoga studios? And, are the gyms going to start incorporating yoga that will compete with you and put you out of business?” And, what are most gyms charging, Chris? $10 for a membership? $10 a month? Aaah man. It’s much… any much more than that. I think one is $10 a month. But so, the question is, “How can we compete in that environment?” Because they’re not going away. Right? We know like, our brother owns two yoga studios up in Northern… it’s Northern Virginia, but it’s not really like, Northern Virginia when you think about it. Yeah, more central. A little more central. And, the Capital Richmond and CorePower Yoga is opening up two places. I’ve had conversations about them, and he’s like, slightly concerned, not too much, but like, that’s the reality of it.


01:53          We’re in a Facebook group about the yoga studio owners, and man, there’s a lot of threads that are about, “Man, what do we do that, CorePower Yoga is coming in. Other big-box gyms are offering yoga. Everyone around the corner is offering free pop-up classes here and there. And like, I just can’t compete anymore.” So, what we want to talk about is, how can we compete in that environment? Because if you think about it, any big box gym that is offering yoga, or any corporate style yoga place like CorePower, or the like, have deep pockets, guys. They have millions of dollars to spend in marketing, in their marketing campaigns. And so, they can come in and just blow us away on competing in the marketing… In the marketing world, unless we’re doing something different. And so, what we want to talk about, there are five main things that yoga studios, people like you and I, that we can do to make 2020 our best year and to future proof us against some of these giants coming in and trying to take over. This year has been one of our best years. Revenue wise, attendance-wise, hands down one of the best years that we’ve ever had.


02:54          And it’s not a coincidence that, this has been the year that we’ve spent most on business coaches, like literally joining masterminds with people who are committed wholeheartedly to making their business the best business ever. Right? And all of these different industries too. So not just, like we didn’t join masterminds of yoga people and yoga studio owners, but masterminds of people who are in, like mingling with people in e-commerce, totally online, consulting, coaching, information products, offline. There’s like, gyms, and physical therapists, and like, people who are. So, all of these varied industries and we’ve been talking to people like having one on one conversations with people who are… we are… That’s the idea. I don’t know if like, if you’re listening to this, and you’re like, “I don’t know what a mastermind is.” Essentially, it’s a small group of people who have joined this, that group to connect, to share information, to talk about best practices, things that work, things that don’t work.


03:51          Typically they’re led by like the guru, like the marketing or the business coach guru who’s giving you their guidelines, their frameworks to help you. But so we’ve gotten that and we’ve gotten the on the ground boots on the ground. What are these other people doing? And if what I know is that when you are able to mix different modalities and different industries and you see what someone who likes you would think like has nothing to do with your business at all, like an information online, completely product business. Like how does that relate to yoga? Well, what you get is these really creative ideas that can help you in your business. And so that’s what we’ve been doing for this year and it is not a coincidence that this has been our best year. And so we want to do is share what we’ve learned from them, share what we’ve implemented and tailored to yoga this year and what we plan on doing in 2020 to help you crush 2020 as well.


04:42          Because the common denominator in what Chris was just saying guys, is that you can be an expert in yoga and you can be an expert in martial arts and you can be an expert in making quiz arts or whatever your expertise is. I don’t know what quiz arts are. I don’t need it. So it’s like a widget. It’s John’s form of a widget. Google it. Yeah. That was a way to us. I was actually trying to think of the word widget and I was like, I quit art. He’s just going to start saying random words. If I just start throwing random words out, I apologize. It’s been a long day, but the common denominator guys is that we need to understand marketing and advertising in order to create success in our businesses. We have to understand business in order to create success in our businesses. When we started this, we’ve talked about this before, but when we started we thought, okay, I can just be the best yoga teacher and I’ll draw people to me just for that reason and I can kind of shoot from the hip when it comes to business.


05:35          No, you cannot. You can be the best and you can be broke, right? You can be kind of on the average, but understand business, marketing, advertising and being the most successful, wildly successful. So this is part of what we want to talk about today in this podcast. Let’s get into, let’s get to the five things. We’re gonna run through these things. Some of them going to dive deeper in later episodes, but number one, now we’re going to say this is for 2020 but this is actually probably going to be as long as you ever are in business for the rest of eternity. That’s a huge statement, but I’m pretty sure it is. And number one is focused on telling stories, your features. The product itself is not why people buy from you. It’s not why they come to your yoga studio. What creates the epiphany is the story.


06:26          Now, when I say epiphany, the realization, if you take it back like what got you into yoga in the first place was a story. Most likely you heard it from a friend, you read it somewhere. This experience that somebody had, maybe it was a teacher that told you their story or maybe it wasn’t, but somewhere along the line, a story is what you heard of a success in yoga that was like, you know what? They have similar pain, a similar problem that I have that and they had that result. I want to go check it out. It’s what stories do is hold up beliefs and so we all have beliefs are actually what drive us, right? What make us, what causes us to make the decisions that we make in our lives. Steer us in specific directions. Every single belief that we have is held up by a story.


07:12          We’ve talked about this before, but somebody coming in or not coming into your studio being a part of what you do, they have a belief that is either holding them back or going to push them towards you. Now that belief is held up by a story. When we tell our story to that person, they have a belief about yoga. Yoga. Yeah. It’s, it’s really, uh, it’s, it’s super, it’s too spiritual for me. I don’t want to like go into a room and like sniff incense and chance and like it’s too fufu and weird for me. So that’s a belief. And they had that belief came from a story that they’ve experienced directly or heard from a friend. When we come in and say, here’s our story about yoga, about how I got into it, about, about how my significant other got into about how my friend got into it and it changed their life.


07:58          We can replace that story that held up that belief in that person’s mind and shift the belief to make them, make them, to encourage them to come in and practice. Right. It’s all storytelling is so, so, so, so, so powerful. It is one of the most important things that we can learn to do. Tell good stories and I think we did a whole podcast episode before on actually how to tell stories, but telling stories is going to be your number one thing. Yeah. The art of it is to be able to tell it in one sentence and be able to tell it in 10 minutes. That’s where the craft has to be cultivated over time. Okay, so that’s number one. Tell stories. Number two creates a high barrier to entry. Introductory offers as a mouthful. What we mean by high barrier to entry is charge more, increase the price at some point.


08:48          I don’t know when it was but it was back in 2005 I was already like prevalent in the yoga industry is a low barrier to offer. Meaning I think like one of the most famous ones is 30 for 30 $30 for 30 days of yoga. You what I’ll add to that is where they got it, where I think yoga studios got it from was where gyms were doing, cause all the gyms went through that phase of, and if they’re still doing it to this day, very low barrier to entry offers 30 days for $30 come in and just use the gym up as much as you want and we’ll get you in. And so yoga as yoga studio owners, we were like well who do we model? We just model the gyms that are doing it around us. And so all of a sudden yoga studios started doing the same thing 30 days for $30 or two weeks for $2 or 10 days for $10 and we’ve created this low barrier to entry offers, which is commoditizing yoga.


09:36          Meaning people are just going around and saying, what’s the cheapest thing I can do? And so when we take it back to how we started this, like the trend is like the big box gyms are going to offer better yoga, VF Corp powers and the like coming into all of your to your towns and they’re going to start competing. And if you don’t have the amount of money that they have, you can’t compete. I core power yoga, they do a week for free. Why? Because they have money, they have capital that they can spend money on advertising, on marketing at a loss, meaning they’re not getting any of that money back. There’s throwing these ads, you’re throwing this marketing information out there and losing money in the process to acquire leads to acquire students coming in for free and then they can wait. They have the time, the luxury of time to be able to wait for them to sign up after the fact before they start making money.


10:31          In fact, in certain instances it takes six months for these big box gyms and yoga places to actually make money off acquiring clients. I know personally we cannot do that. We would go out of business and now you if prior to that you didn’t have to worry about that, then you could do 30 for 30 and it may be working. But my question is always, what does working mean? How many of those people stick? How many of those people leave? How much of them coming in? Like does it like what is it that when they come in like there’s service that has to be provided. Are you paying for people to be at the front desk? You’re paying teachers like you’re paying people. There’s a cost to just deliver the experience of what you’re offering. Your studio’s meaning. So if you’re not making money on the introductory offer and you have people coming in and kicking the tires of your studio to see if it’s right or not.


11:21          And they don’t stick. All of a sudden you’re working harder, you’re spending more money, you’re not making any money and you’re hoping that these people will stay around and they’re not. So the aim in 2020 is increasing what you’re charging for your introductory offer. And to be able to do that, you have to be able to create more value in the offers. So you have to understand how to make better offers. We’ve done a podcast on that before. Yeah. So fall in love with your clients. Fall in love with your students, like blow them away with the value that you give them and like do that normally. But if you can do it on the front end, you create a hybrid install for you, charge more for it and the blown away with the value you give to them. They will stick with you forever.


11:58          They’ll fall in love with what you’re doing. They’ll realize this is what I want to do and it will differentiate you from the big box gyms and the big yoga corporations that are coming in because they won’t do it. They’re just going as many people coming through the door as possible and they’re just putting their marketing dollars behind that. They’re not going to do this in the 2023 for three. Number three, combine online and offline, right? Create Facebook groups and deliver content, right? Give nurture people online. Create a connection online because that’s what’s lacking, right? People coming in and just coming in and practicing and practicing and practicing and not actually getting a deeper connection is not helping in your attrition is not helping the people that are coming with you stick with you because they don’t feel that connection. If we can create, now obviously it’s hard to create that connection one-on-one.


12:51          There are ways you can do that, right? Having like get-togethers and things like that, which are super important, but if you can add to that an online component, you’ll blow people away. It’s just a way of what are the idea is like brainstorm all the different ways you can connect and we have to be able to utilize this online platform. Now, Facebook groups are probably the biggest thing right now where you can get your new people into an online community and then speak to them, talk to them, let them understand what you believe in. Like, let them like download your belief system and the culture that you’ve created within your studio. There’s this awesome Ted talk by Simon Sinek and he talks about the why and the why is more important than the how and what most people lead with the web. What are you going to get?


13:33          You’re going to get hot yoga, you’re going to get yoga. It’s going to be this going to be that. Here’s all the, here’s the features. You love benefits. People don’t care about that until after they understand what you believe in and why. So what we’re saying is number three, use online and offline. If you’re not delivering that and you don’t have a process by which you can deliver that in your yoga studio and you’re just hoping that the teachers are articulating that and that you’re there enough to connect with them like you’re just leaving too much to chance. And so what you can do is create a Facebook group as an example and use it to transmit your belief, transmit your why so that they understand what you believe in. And if they believe in the same, then you have a way higher chance of them sticking around and being your student over the longterm.


14:14          The other quick addition, I’ll give it to this one to number three, is to create online courses. If you can add to people coming in and practice with you live with online courses that they can do a home study course about the yoga that you teach, right? That process and the system that you teach at your studio, you can create an online experience for them where they can study online. It creates that deeper connection. It’s nurturing them. It’s like an indoctrination into your process, which will just reinforce them wanting to practice with you. So that’s number three. Number four is what we call to discover your activation point, an activation point. So in every industry, there is like whatever it is that you offer, we’ll talk about yoga. There is a point at which it activates someone’s desire to stay with you and you have to figure that out.


15:03          I don’t know what it is for you. I don’t know how many so but is a number of classes within that introductory period when they are trying to kick your tires of see if like what you do is right for them. There is a point at which if you can get them to practice that number, whatever that magical number is. For us we just realized or preliminary reports are 5.64 times within a two week period, 5.64 times in a two week period. That means we basically have to have someone practice three days a week for two weeks and we know once that person hits that number, the probability that they will become a member jumps like 70% versus someone who’s under that number. You have to figure out that activation point for 2020 like and if you have a software system you definitely just dig in like we have my body.


15:48          It took a little bit. It takes a little time to figure it out, but it is worth the time and effort because once you understand it, then you can focus all of your time, all of your energy, all of your effort to creating that front end, what we’ve talked about, the high barrier to entry, offer and focus, all of your attention on creating the incentive and the guarantee to get them to that Mark, whatever that number is. If I promise, if you do that, it will make the biggest difference in your conversions into membership. It’s one of the most important KPIs that you can find guys. It’s the KPIs, key performance indicators. It’s digging into your numbers and figuring out what that activation point is. It will change your business. Last one. Number five, shift from experience focused to results-focused programs. What does that mean?


16:34          Experience focused programs don’t give any indication of a result. There’s nothing tangible as to what I will get from it. Come in and practice well. It’s going to feel amazing, challenging, challenging. You’ll do yoga and you’ll have the suit. It’ll be a cool experience and hot. It’s going to be invigorating. You’re going to feel relaxed and you’re going to feel like it’s funny cause you’re like, well relax. Isn’t that a result? Yes. But how tangible is that? How can I like how can I define that and make it relevant to how that’s going to make me a better person, a better husband, a better father, better son, better whatever. Cause when it comes down to it cause we want, we all were searching for results. Now obviously your yoga, your what you’re offering gives people results, but what we’re saying is you have to articulate that.


17:21          You have to let people know that they are going to get these results, X, Y, and Z results. If we don’t and we leave it up to, well I have a yoga studio and so you’re going to come in and have a yoga experience. It doesn’t motivate people. What does that mean? Like it’s not specific enough. If you say, well, I’m going to, I’ll guarantee, right? You may even put a guarantee on it. I guarantee that you come into practice with me for six weeks, that you will be this much more flexible. You’ll be this much stronger, you’ll be, you’ll have much less stress and you’ll have X amount increase in energy and energy, right? Maybe a little bit hard to quantify that, but you think about a little bit. I can quantify flexibility. I can quantify stress levels and quantify strength levels. I can quantify energy levels simply at the very least just by asking people to a one through 10 you know, and make it a results-driven focus that you’re giving to people so that when you express this to people, they can see their finish line in their mind already.


18:20          And this is the difference between results and experience. And then that brings us back to number one, which is to tell stories because how are you articulating the results through a testimonial, through a story that you have gathered from the people who have already gotten the results that this person wants. So let’s repeat it. Number one is focused on storytelling. Number two creates a higher barrier to entry offers. Number three is utilizing online and offline to create more of a nurturing process for those people. Number four, discover the activation point for your students. One of your number one KPIs, key performance indicators. And number five, shift from experience. Focus to results. Focus programs. Yeah. So as you go through this, yes, it takes time to gather testimonials. Yes. The activation point, it’s going to be an iterative process. Meaning it’s going to, you’re not going to nail it on the first one, right?


19:10          If you don’t have the reporting, then you gotta like put it together. Ask people how many times they practice, look at him, log him, go old school, get pen and paper. But if finding it, it’s worth the time and the energy and the effort because then it focuses all of your attention to the one thing that you know moves the needle. Yeah. So if somebody were to do all of this stuff, Chris, what does it look like to pull this stuff off? Like what do, how’s it gonna affect their businesses? How’s it gonna affect their, their studios? It’s going to allow you to make money on the front end. Not lose money, but you can actually make money acquiring students and those students become members. So you will make money on the front end, you’ll increase your memberships and you create more buy into your culture.


19:50          They have, you have aligned your beliefs with their beliefs and that creates lifelong students. Isn’t that the opposite of what business school teaches though? Yes. Yes. Oh my gosh. In some ways, yes, yes, yes. The other thing, reduce churn. Yeah. Well, that’s if you have lifelong students, that’s naturally going to reduce churn, right? So membership people less cancellation and then number three-digit number three yet. Yes. That has more bind to your culture. John said it all, man, said it all. He said he’s on top of it. Rock and rolling. Right? That’s all we got. So follow those things for 2020 implement one at a time, right? Each quarter. Try one. What we’re doing right now at the time you’re listening to this today is the launch of our six-week fountain of youth challenge. Everything we just talked about is in this challenge, right?


20:41          It’s defined and there are results-based. It’s a higher barrier to entry offer and the front end. What a huge online and offline component offline. There’s huge value. We are going to change people’s lives. There’s indoctrination. We have online courses, right? The digital products that they’re going to use to help ensure that they have the results that we’re promising. Facebook group, we gathered testimonials of people who have been practicing with us who felt like yoga. What we do is the fountain of youth and so we gathered those. We put them on the landing page. We’ve been putting it on social, like everything we just said is what we’re utilizing is what we’ve been doing. Parts and pieces over 2019 2020 we are, this is what we are committed to and we hope that you do the same because we know this is the key to success in battling what is coming.


21:27          The trend of big-box gyms offering yoga and these core power yoga is coming into our towns and trying to take us down. We will not stand for that. No, and this is how we will stand up in defiance. If you found this valuable, please rate, review and subscribe and we would love it. It means to like the world to us. And if you want more of this type of information, then please join our yoga entrepreneurs secrets Facebook group and we just give all this information out for free like we’re doing on the podcast. So thank you so much for listening and remember, do the work, honor the struggle, make the world a better place.


22:07          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.



27: If We Could Start All Over Again, What Would We Change About Opening Our Studios?

Yoga Entrepreneur

What Is This Episode About…

In this episode, John and Chris will answer a question from one of their good friends and students. The question is based on whether or not they would advise a yogi setting up a new yoga studio to offer discounted prices to attract students or just start off with their full prices from the get-go.

The answer to this is sort of multilayered, because from their own personal experience of owning yoga studios, they applied different pricing tactics when they set up each of their current four studios. When they were starting out, they didn’t have much in terms of information on how to run a yoga studio successfully, so they would just throw a launch party, which was more like a launch campaign, where they would give bonuses to people who signed up for their various packages.

As far as the prices were concerned, they would go low, but they eventually shifted towards charging full prices when they set up a new location because they discovered that clients who pay, pay more attention. One of the biggest challenges that yoga entrepreneurs face when they open up new yoga studios is that there’s always a huge upfront cost to setting it up, and so they have to get students coming in the door almost immediately they open, which makes offering free packages or charging lower prices a disadvantage. Stay tuned as John and Chris share all their wisdom on this subject, so you can be better prepared when you set up your new yoga studio..

Key Points Discussed:

  • What do you charge when you open up a yoga studio for the first time? (01:17)
  • Believing wholeheartedly in what you do and knowing the value of it (03:52)
  • Creating a defined front end offer or promotion (05:56)
  • How charging more indoctrinates people into the experience that you want them to have (07:36)
  • Dealing with the issue of people who can’t afford your prices (10:43)
  • The process of creating great offers when it gets busier (15:48)
  • The perception that higher prices means way better results (17:30)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released December 26, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          We would create some sort of defined end program as the entry point, as our lead generation, or as our front end offer, or promotion, or introductory offer is what most yoga studios call it, meaning, we wouldn’t just say, “Here’s a free class, come in and try it”, because like, free is compelling, but it doesn’t stick people to what you’re doing.


00:25          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:56          Alright. So, in our continuing process of answering questions that were posed to us in the ratings and the reviews in Apple. And by the way, if you haven’t, and you’re listening to this, please go rate, review, and let us know what you think. It means a lot to us. And, if you have, thank you so much, and keep listening. So, this time, what we’re talking about John is…?


01:17          Looking back in the past. We had a question from a good friend and student of ours, Michelle Brian. Hi Michelle. So she asked, “Did you actually start high as meaning like, full value, like as far as your prices go, on day one when the doors opened up”, and she said, “If not, and you could go back and do it all over again, would you have?” And then she goes on to say, “Do you think you’d be where you are today if you had, if so if you started at top prices, how would you address the very real issues of those who simply couldn’t walk through the doors, and commit to you because of budget issues?” Big question. So the breakdown basically is kind of, “What do you charge when you open up a studio for the first time? Do you go full prices, or do you do a big discount on your prices, and kind of move from there?” And so, what would we have done in the past? Chris, you and I talked about this a little bit.


02:06          Well, I think it’s important to say… so we’ve opened four yoga studios. We started with the first one in 2005. We opened up the second one in 2007. We then did renovations, so we kind of opened up a third, but it was the second room inside of the first yoga studio in 2009. Then we opened in a whole separate market in Richmond, in Virginia in 2012, and then we did a second one up in Richmond, but just on the Southside in 2015. And, what we did from the beginning of 2005 to what we did in 2015, it changed. So, it’s a kind of a… it’s a multilayered answer.


02:41          Yeah. And so, really, the gist of it. So when we first opened up the very first studio we opened up, and we had very little experience, knowledge, and understanding of the best ways of doing it, I look at it now, and there are so many people that are able to do it, and are successful opening up studios of all kinds. But yoga studios, and there’s a track record, and people know what to do, and what specifically to do to be successful with it, but we didn’t know at the time. This was 15 years ago.


03:05          What we did is we threw a party and which is kinda cool cause like there are things like you throw a campaign like there’s a launch campaign is what it’s called and the marketing world. And so we kind of did that, which was like a little kudos to us I think without knowing what the hell are we doing. We were still, we threw a party, had a bunch of people come to it and then we gave out bonuses for signing up for any packages on that night, which was pretty cool. But as far as our prices went, we just went with low prices right off the bat. Yeah, so we didn’t discount, but we are full value at the time I believe was $83 we started $83 for that is like, so at the time our package structure was, we did an unlimited, which was a 12-month contract and then we did unlimited at a six-month contract and we did an unlimited, a three-month contract and that’s was the differentiation for the price points.


03:52          And then we did the 10 2050 cards and all that stuff and then single visits. So we didn’t discount, but what we did was we just added bonuses for that party, anyone who attended, but other than that to get people to the doors, what we did was a free class. Anyone who came in, I don’t care where you were, where you’re from, if you’ve ever practiced, not like you get a free yoga class with us. That has changed. I don’t necessarily, and certain instances a free class can be beneficial to get people in your doors as far as that lead generation to get these new people into the doors and like have them experience what you do. I don’t believe in that anymore. I believe that people that pay more attention. And so, uh, would we go back and change it? Yes. First, we were charged more for the services that we’re providing and not just because we believe wholeheartedly in what we do and we know the value of it.


04:39          But we’d set up a studio that was top notch. I mean like towels, free towels format towels and shower towels. At the time we had like spa amenities. I mean you’d walk in and like tile showers and three showers and each women’s bathroom, men’s bathroom, like anything you could think of. We handled like we invested a crazy amount of money in the heating system. So like there was a big capital expenditure so we could charge more, but we didn’t. And so that’s one thing would change. We would definitely charge more. And that’s one of the challenges.


05:12          Open up a, an open up studios, there’s an upfront cost to it, so you have to get people in the doors as soon as possible as you’re already running at a loss. Right? So that and business is called the J curve and you are working your work, you’re, you’re starting off at a loss. You’ve got to get people in the doors. So with that, if we would’ve done it similar to what we did before, I would have said, here’s the price and the first 50 to 75 to a hundred people get it for this discounted rate to get people in the door and get your memberships up. And then people knowing what the actual value is and getting it at a discount makes them feel amazing. Right? They feel good because they’re getting a discount and you’re getting a base of students in the door. Now, with that said, knowing what we know now, we would do it completely differently. And how is that Chris?


05:56          Yeah. So now we would do is we would create some sort of defined end program as the entry point, as our lead generation or as our front end offer or promotion. Our introductory offer is what most yoga studios call it. Meaning we wouldn’t just say here’s a free class, come in and try it because free is compelling but it doesn’t stick people to what you’re doing. So this defined end program would be a challenge or a transformation or a program or some type of like it starts to, right now what we’re like in the midst of launching is a, what we call a six-week fountain of youth challenge. And so what that does is it says it frames very clearly in someone’s mind six weeks as the program fountain of youth is the transformation. And it is a challenge in that there are certain requirements that are going to be needed to be met to fulfill the challenge, which everyone likes to go beyond and meet the challenge and like go beyond what they think they can do.


06:53          And for the us to get them the results that they’re looking for. And what Chris just said is the gold in that we get the results. So traditionally, and what we’ve started off with was just open up the studio and giving people a yoga experience or we’re not really promising any results. We’re saying just come practice yoga cause it’s awesome, right? We will change your life. Let’s use a very vague result. And we feel the difference because we practice consistently. But someone brand new doesn’t understand that. So they come in and have an experience, but they don’t realize what the result is going to be if they continue to practice. It doesn’t, they won’t stick with it. So one of the biggest differences is setting up a front end offer that guarantees the results. And with that gives, compels them to practice the point that they get those results that you know they’re going to get when they’re consistent with it.


07:36          Right? So that gives you the ability to be able to charge more and give people results that are going to change their life. Because we know, we all know that if we practice yoga enough, everything changes about your life. Yeah. I was gonna say something. I forgot what I was gonna say. I knew it was important. So important to me. So good. I was going to blow your mind. So Chris is going to come up. He’s going to think of it. It’s going to pop back into his steel trap in just a moment. But what the other thing I want to mention about this is if, so that front end offer also is more expensive. Oh, forget it. I remember, shut up John. I’m going to talk now.


08:09          Here’s the other thing that it does. This is what’s so important is indoctrinates people into the experience that you want them to have, meaning, nurturing process. I knew that I actually stole it from your brain. I inception you into thinking for me the thing that I had forgotten so that I could take it and say it as if it were my own. Oh, that’s high-level stuff right there. But keep on. That’s why I meditate. Keep on that point because it was this point he’s about to make is that I was gonna make that he’s making is so important because they wait until you’re in your process, right? So then you get to give them, I’ll use content but that’s not really the right word. You get to give them like information that they need to understand the value of what you do and you can do for them.


08:56          Basically you get to like infuse your belief systems and the why you love yoga, why you started the practice. All the people that have come through your doors that have transformed their lives in these specific ways and you can tell them those stories and you and you can uh, handle all the objections and all the things that you know are going to, that came up for you. Like what is the Sanskrit, what is coming like how much, what do I eat before class and what do I not eat and why do I feel this emotion? Like this emotion in classes. I’m just doing these physical poses like, and then you get to address all those points. Why? Because then if they understand you’re why, if their belief matches your belief and you can handle all of the things that could potentially keep them from coming back, you have a higher chance of changing their life first and foremost.


09:49          Cause that’s why we do what we do. But in that process, when they have a higher chance, you have a higher chance to change their life or they’re actually changing their lives through your process, they will stick with you. They will now have a benchmark upon which they are looking at every other yoga studio. And if they go to another one, and like most places do, they just say, Hey, come on in. Take a class. Did you like the class? Would you like to sign up? And you’re like, no, no, no. I bring you in in a very specific process because I understand the things that are going to come up for you and I want to address them. And by the way, I’m going to charge more for them because I’m increasing the value because I’ve created this beautiful, wonderful transformational experience and it’s worth more than just going into a yoga studio for a free class or a 30 for 30 $30 for 30 days experience where there is no control over their experience. You are literally hoping and praying that what they experience in that room is going to be something that I resonate with and come back and want to stay with


10:43          or that they do enough classes to get that experience that Chris is talking about. Right. So the next piece that we want to mention to this is that, so if you’re charging higher prices, how do you deal with people that are potentially a budget issues and can’t afford your services? One of two ways you can approach this. You can either, it comes back down to we didn’t episode recently about who’s your who, right? Know who you want to serve. You can open up a studio and have a donation-based studio or have the lowest prices around, right? We talked about this in previous episodes about yoga suits to become commodities and everyone’s racing to the bottom by cutting prices and cutting prices. So you can either be Walmart or you can be Gucci, right? You can be, you can either, you can be the lowest prices, which there’s a market for it, right?


11:28          You can provide a service for people that can barely afford it, or that it’s donation-based where you have enough people coming in that you’re able to pay your bills, right? So there’s that way. And there are people yoga for the people. There’s a studio in New York and S and he actually opened up one up in LA, but there is density guys, right? So if he’s doing a donation made studio, but there he’s doing it in places that are densely populated where it, it can actually work. So there is that option, right? You can play on that, but that means you have to have a lot of people coming in. The other way you can play is at the higher end, right?


12:00          And what that means is if people can’t afford your service, then you’re who’s different, right? You’re working with people that can’t afford your service or, and so this kind of brings up another question which I’m going to let Chris field is


12:11          like, if it’s valuable enough for somebody, they will afford it, right? And you see this because you like how does a homeless person also have a cell phone, right? How does a homeless person able to drink every night, right? Because they value a cell phone or they value that drink so much so that they will find a way to pay for it, right? They’ll find the money to pay for those things that are meaningful to them. So that’s the other way around it. Chris can chime in on this.


12:38          Yeah, it’s an interesting question because where it comes from is this desire to serve everybody you know, like, and you believe that what you do is going to change lives and it will, and the rub is in, but I can’t change everyone’s life. So I have to be clear about whose lives do I want to change and are they willing to pay for the transformation. And there’s a lot embedded in that. Like, am I able to articulate the value and the result that we’re going to get upfront so that they can perceive the value because once they make the purchase in their minds, whatever problem you’re solving has already been solved and then it’s just time for you to deliver on it. But so the issue is like for me it’s like the bleeding heart. I want to serve everyone but I can’t serve everybody.


13:21          Right? And if I try to serve everyone, I end up serving no one because I’m lost in this. Like we have hard expenses every single month that we have got to be met and all of a sudden this is another, this is what’s really interesting is if I the low barrier to entry offers, cause that’s kind of what we’re talking about is when was the free class or the $30 for 800 days or whatever the, whatever people do. What ends up happening is that you need a high volume of people. You need to reach a ton of people. You’ve got to have elite like hundred or 150 people coming through your doors every single month just because you know at that lower barrier to entry offer that lower price point like not everyone’s going to stick because everyone’s kicking your tires and seeing if it’s something that they want to do.


14:03          Once you increase the price, yes, are going to be some people that can’t afford it, but the people that can, if you’re offering in, you’re creating that experience that we’ve talked about that we would do differently had we known then what we know now what’s going to happen is I don’t need as many people. I don’t. I can literally cut that number in half and get 50 people to the doors knowing that they’re not spending $30 they’re spending $200 or $400 with me and guess what? More of those people, you’re going to have a higher percentage of the people that stick around because they’ve paid more because, and what that does is it requires them to have a bigger stake and more energy and more effort involved. They’ll do more to get the result because they have more on the line that they put financially, which means you have a higher probability that they’re going to stick around.


14:48          And so what it does is yes, I can’t serve everybody, but the people that do serve are going to stick around and I’ll be able to serve them at a higher level because I’m not going to be worried about how am I going to pay rent next month. And so it’s a conceptually, it’s easy to wrap your brain around. The challenge is in the like the practical application of it because at some point you got to ask, man, it’s $300 and if you have, like for me, I had this like poverty consciousness, this scarcity mindset where I didn’t feel the value of that for a really long time. I’m like, ah, I don’t know if I could, I don’t think I could afford it. You’re not filling your own wallet and you’re not the person that you’re selling to. Right. So it’s really important that like understanding it, but then in the practical application of it is, that’s where the rub is really. So, but, and my real point is you don’t need us. It makes it an easier time operating the business because I don’t need as many people coming to the doors. The people that do come to the doors, I can serve them at a higher level, which means I can give them the more results and they’ll stay around longer and I’ll have more memberships and all of a sudden everyone will win.


15:48          Yeah. And so the next part of the question that Michelle asks is like in general September, are these times where the holidays are over in January or summer’s kind of over? Kids are back in school in September. So she was, when do we change your prices during that time? And the answer to that honestly is no, you don’t change your prices during those times when it gets busier, but you create offers, right? There’s a whole process of creating really good offers that will, that’s for different episodes, but it’s not like there’s an st Chris and I were playing around with the same, as I say, you don’t offer specials. You make your offers special, right? You create specific offers during those times that people are like, yes, I’m getting back into it. I’m getting back into my practice. I’m ready to do this again. I want to jump into this, whatever. This specialist, so they’re like, basically they’ve been around with you, they practice with you and them kind of fallen off and they’re getting back into that time of year. Make really great offers during that time, those times a year where you know people are gonna come back and start practicing again. Get them back in and enroll them with you again.


16:46          Well answer. John will answer. I liked that. One last one is do you benchmark off other yoga studios in your state, nationwide or worldwide to set your prices? Not nationwide. Not worldwide, you would look at it really, I mean locally or regionally cause that’s if you look at where people are going to be benchmarking what your prices are in relationship to others. They don’t care what price in New York is. They care what the price of the yoga studio down the street is or in the next town is. But again it goes back to when I benchmark prices like what we’ve done is we look at the benchmark of what people, cause it’s important you want to like we’re not, you’ll hear us say like you mean to charge more and increase your prices and like create better offers so you can charge more and like make more money and all that stuff.


17:30          But like there’s a point at which your students, the market you’re going to like, you have to listen to that and doing meaning. Listening to it is what are other yoga studios offering. So we benchmark it but we don’t the typical practices, someone will benchmark it by saying, Oh they’re offering $99 for an unlimited. I’ll offer $90 for unlimited. We do the opposite. When I see a benchmark of like, okay, this is what generally the industry in this area offers, like it’s about a hundred dollars for an unlimited. I’m going to go up, I’m going to premium it a little bit more. I’m going to increase the price of ours because perceptually what that means is what we do is better than them. If you just simply look at it on price value, like I’m very confident that what we do is the best, and I know if someone looks at it being a higher price, their perception is that what we do has a higher value and is better than what other people are doing. And I’ll just add to that really quick is if you can get results for people, you can create a better offer than just,


18:28          Hey, come into my studio and practice at an all the normal classes that I’m offering. If you can create an experience transformation in the very beginning that people can go through and get amazing results from, you have the ability to charge more, plain and simple, right? You can get that. If you can create this front end offer that is a full transformation experience, you can charge more than anybody, anyone else in like double the prices of anyone else in your region because you’re creating a specific result and changing people’s lives. So that’s just the addition to it. Yes, charge a little bit more. But if your offers completely different in the beginning or you’re creating a different experience, which is we talked about in a previous episode of this is where the shift is going to be going and yoga studios is they’re going to start to train people in the personal development side of yoga changed people’s lives. That way they’ll be able to charge more for it because it’s going to create magnificent results in people’s lives.


19:21          All right, awesome. Well we hope we answered those questions adequately and if you’re listening to this and you have more questions, please go to Apple podcast and rate review and as you review it, just leave a question and we continually check those and we’ll let a couple of them combined and then we’ll just do a couple of episodes just answering all the questions. So if you’re interested, if anything we’ve said you’re like, Ooh, but I have a question about that. Go rate. Go review. We love five stars. Four stars are okay, but five are better. I know, but be honest. If you don’t like it, tell us you don’t like it. We’re cool with that. But then leave a question and we’ll answer it. Live raw and uncut. Oh, almost uncut. And so you want to take us out, Chris? Yes. So always thank you for listening. Thank you for being part of our tribe and as always do the work. Honor the struggle and make the world better. Please delay piece.


20:08          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


26: The Future of Yoga In Studios – How To Survive The Changing Landscape

The Jay Z of yoga - Entrepreneur

What Is This Episode About…

In this episode, John and Chris will dive into a question they got from one of their listeners about the direction that studio-based yoga is headed in terms of fitness over classic yoga. Classic yoga refers to the traditional way of doing yoga which has really evolved over the last 6,000 years.

They will discuss the history of yoga starting from the time when Patanjali created the Indian sutras on the theory and practice of yoga by synthesizing and organizing knowledge about yoga from older traditions, to the present time where yoga has become a portal into finding mental stillness in order to enhance the ability to pay attention and focus so as to move deeper into meditation.

The sole reason why people turn to yoga is to achieve physical and spiritual development, but when yoga studios focus solely on the fitness side of it, they fail in helping their students achieve their desired results. John and Chris will share how every yoga entrepreneur should go about teaching yoga to their students in a way that helps them achieve the physical and spiritual growth that they expect from yoga while ensuring that their yoga studio stays in business for the long haul.

Key Points Discussed:

  • The Jay Z of yoga back in 400 CE who codified yoga (03:10)
  • The missing component in the fitness-oriented yoga practice (04:45)
  • Teaching a set sequence and how risky it is to focus on teaching advanced students only (06:44)
  • Making it about both the physical and the spiritual to keep with the purest intent of the practice (10:04)
  • Finding a place that teaches with anatomic harmony and introduces the aspects of meditation to the practice (13:28)
  • The oldest personal development system around that gives people true results (15:46)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released December 18, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          Just focusing on fitness is the very thing that people are turning to yoga for in the first place, which is, I believe what learners are saying is, The classic idea of yoga”, which is it’s more than just the body. Right? And this is the whole idea behind… like how it originated and where it came from, is that Asana, not to take a seat, but the physical postures were a supplement to the meditative aspect of it.


00:24          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:55          Alright Chris. So, you got your crystal ball out, and you’re rubbing on that thing, and looking deep into it. Well, I’m not actually rubbing on it. That sounded really weird. It sounded way bad. Please eliminate… Sorry, everybody. Plug your ears. Earmuffs kids. Don’t listen to that one. And, and so… so you’re peeking into the future, and what do you see?


01:17          So, the question… so where we came up with this, the topic of this episode was actually from a question. It wasn’t really a question, but it was something that one of our listeners, Lorenzo Bungie. That’s what the name is on the Apple review that we got. He said that he feels… I believe it’s a he. He/She. They feel that they should acknowledge… we should acknowledge the direction studio-based yoga is headed in terms of fitness over classic yoga. And so, this is important because, from review, I don’t know… it’s hard to dive into what Lorenzo means by classic yoga. So if you look at it traditionally, what classical yoga means is meditation. It’s Raja yoga. It is the path of taking a seat, closing your eyes, and focusing your attention on an anchor. Meditation. And, if you go back, way back, 6,000 years back, that’s what yoga was.


02:10          It was specifically meditation. This whole Asana thing, meaning… and even Asana, like that word was back then, but it meant to take a seat, meaning meditate. Now Asana means postures to most people. And so, where the question was… the.. or the comment that he’s really saying is, there’s this trend, and that’s why I mean like, we’re going to peak into the future of yoga studio ownership because there is a trend, there is a wave, a movement happening, under our feet of yoga studios becoming very fitness-oriented versus… now. So this is my point. I don’t think he meant meditatively oriented like they weren’t meditating. It is cool though. Sidebar, there are meditation studios purely legitimately, “I am meditating at the studio”, nothing else popping up all over the country, which is awesome because we are big advocates of meditation. But what I believe he’s really saying classic yoga, he’s saying more like traditional yoga, in terms of like iongar, and Ashtanga, and all the other ones.


03:10          I can’t think of them right now, but like the ones that came out like a hundred years ago. Integral Bishnu Ghosh, which most people know as big Chrome. So way back, way, way back the Christmas saying thousands and thousands of years ago when this came around, it was pre religions. People needed to find a way to stop the chatter of the mind. What we have going on right now is the same dysfunction, mental dysfunction that people had thousands of years ago, different details, but around 400 CE, a gentleman by the name of [inaudible], but tangibly, I don’t know if it’s the first name or last name, so yoga was around before prior to that. But here’s the gangster. Donnie goes by one name, Daisy. He was the JZ of yoga. 400 CE was like sting.


03:58          And so he, before that it was guru to disciple, guru to disciple. So the teacher would teach the student, the student would then become a teacher and teach the student and nothing was really written down or codified until this O G named Patanjali came around and said, all right, I’m going to codify this thing. So he codified it and it was all about meditation, the process, the exact process of how do you get still and then fast forward another 1100 years. So it was around 15 hundreds is when the first actual Austin practices started to develop. It came from the aesthetics, the people that lived in forest and kind of hung out naked and did crazy things like held one arm up over their head for years until it shriveled up. There is basically this idea that the body is not worth a simply a distraction from becoming enlightened and becoming awake.


04:45          But fast forward to where we are now is yoga has become a portal or a door into finding stillness, right? We move the body in a sequential way, in a rhythmic way to get the mind to steady and then through that it enhances our ability to pay attention to hints is our ability to focus and through that, we’re able to sit still for longer and move deeper into meditation. So when Lorenzo’s seen classic yoga, we’re not quite sure if he means meditation, but it’s a really a great point of still within yoga studios if the emphasis is so much over to the fitness side of things and we’re all about the body, about getting stronger and more flexible, eventually doing gymnastics in classes and not acknowledging the fact that we need to get still in our minds and eventually practice meditation, whether that’s the yoga studio teachers that are not, then there’s a huge component of yoga that is missed and in our opinion is essential not only to the results of your students but essential into the shifting of the world and cultures and communities around the world. Eventually, just save people on this planet. We got to wait. I’m going to cuss, so earmuffs hit mute on your kid’s stuff. If your kid listens to this wake fuck up.


05:58          Yeah. So there’s a couple of things in that that I want to unpack and that is there is the trend of fitness. We have a studio owner friend who a number of years ago were like, listen, guys, you got to start putting weights in your classes. This is where we’re going. And it’s funny cause like I’ll go to a gym occasionally and there’s a really great one in the area that we live in and it’s awesome because like what we teach as the foundational positioning mountain pose and vertical stabilization is what we call it within the yoga studio. Like that’s the nature of the beginning of every movement. And so when you do it in yoga, you’re not weight-bearing weight in the fitness mindset. The next level is to load that movement with weight and then try to maintain that postural integrity through it. And so there is efficacy to doing that.


06:44          But what you’re missing in the process of just focusing on the fitness is the very thing that people are turning to yoga for in the first place, which is I believe what learners are saying is the classic idea of yoga, which is it’s more than just the body. Right. And this is the whole idea behind how it originated and where it came from is that Asana, not to take a seat, but the physical postures were a supplement to the meditative aspect of it. And so the way we approach it is yes, it is fitness-oriented in the sense of we’re having people come in to experience a physical experience, but what we’re doing is actually more than just the physical experience. So we want, we teach with a methodology, we’re very consistent with it. We have one set sequence that does not change regardless of the teacher, regardless of the time of day, regardless of the week, the month, the year it stays consistent.


07:32          We make little tweaks to it here and there, but that is the foundation. Why is it the foundation? Because the majority of people coming to your studio. I will assume that Lorenza doesn’t have a yoga studio because the next question that you had that will answer that I’m getting into right now is he teaches two advanced students and his teacher training. He was taught teach to advanced students first and then address the beginners and he does not believe in our methodology of teaching us that sequence. I think there’s more information that he may be missing. We teach one set sequence and then we teach a sequence that does change. We have a stability class and then we have a flow class. The flow class changes from teacher to teacher from class to class, but they all follow the methodology. The methodology is myofascial sequencing, so it’s movement based on the Mio fashion lines of the body, which is basically just soft tissue, but there’s a sequential way to do that.


08:23          Now, if we were to teach two advanced students only you would be missing and disenfranchising and making beginning level students totally awkward and feeling out of place and unwelcomed in your studio because there’s such a big barrier, a big hurdle for them that they have to jump over thinking that if it’s all about the fitness if it’s all about the physical, I’ve got to do that. That’s the right pose and if I can’t do that I can’t do yoga. Right. That is a recipe to go out of business and the reason we’ve been in business for over 15 years now is that we are very clear about why we’re doing what we’re doing. It’s physical, there is a fitness aspect because if I’m in pain, if I’m overweight and I don’t feel good, I’ve got to address that first and we addressed that through the sequencing and we address that by giving them a place to start and they know when I come in, this is the beginning level class and I will be able to do this class.


09:18          It will still be challenging and I will be able to progress within it. By the way, we have people who’ve been practicing with us for over like 15 over 16 years because we are teaching at another studio before we opened ours. And they still take that beginning level class. Why? Because in each pose there is a progression to increase the intensity. That takes an incredible amount of time to get to. Oh and by the way, what happens when you get there? Now it’s just about maintenance. If it’s only about the physical, if it’s only about fitness, this is the problem with the trend, the momentum of it all being like a fitness-based studios and we’re going to add weights and we’re going to do all the things to make it more physical and challenging. You end up losing the purest intent of the practice in the first place, which is why people come back.


10:04          They want to feel good, you’ve got to give them results. But it’s gotta be about more than that. What the postures really are doing, they’re opening up their a doorway to present moment awareness. Well, so what we’re really saying is make it about the physical cause. That’s why people are coming in. But it’s also got to be about, I’ll call it the spiritual. What that really means is just present moment awareness, remembering who you really are, not getting lost in the maze of the mind and all the future and past craziness, literal craziness that we’re all caught up in every single day. It is a 60 75 or 90-minute experience where they step out of the normal consciousness into a physical experience that gives them a doorway into a mental, emotional, spiritual experience. So you mentioned this already Chris, but I just want to bring this up because this is one of the next questions that Lorenzo had, is do advanced students enjoy practicing at our studios and then how do they continue to learn and develop after they’ve essentially reached proficiency in the given sequence?


10:56          So the beginning of the sequence. Yeah, man. Like so we have, I kind of alluded to it, but I’ll go dive deeper into it. We have students who have been with us forever, 15 years. They don’t go anywhere else. Why? Because they fallen in love with the experience and we give them stepping stones from beginning level to intermediate level to advanced level. In the two sequences that we teach, the stability in the flow. What happens in the flow is that we introduce inversions, foreign balances, and handstands. We introduce advanced transitions, jump throughs, and pickups and you know, arm balances are unbalanced occasionally here and there and we have, for instance, we only have one level, two class, at each studio one day a week. Why? Because we know it’s an aspect of where people want to go and take their practice, but it’s not our main emphasis. People get so much out of the experience of a stability class that they can come in and take that class and that’s all they have to take and they get what they’re looking for. They get results and that’s what goes back to what Chris was saying before. They get results,


11:54          meaning by consistently doing that set sequence, by consistently doing that class, there’s progression with the poses like Chris mentioned before, but the results, they feel our results off the mat. They feel less stress, they feel more connected to their significant other and their kids, their family. They feel that deeper communication that happens with that. They feel better when they’re doing the other stuff that they love to do, like dancing, running, surfing, whatever, adding bikes for motorcycle, whatever’s your band, your ride, whatever your ride is, man, they feel so they get the results and they’re like, no, I’m doing this because it enhances my life. And this is when you boil it all down, it’s like, why are we practicing? Because in one of Lauren’s first questions is fitness over classical yoga, but then he goes on to kind of describe fitness in that. If you continue to practice, you just want to do more advanced stuff.


12:44          I want to do a press-up, I want to do a handstand, I want to do a full camel or something, some deeper and deeper and deeper expression of the practice, which is like Chris mentioned before, is eventually just going to get you to what’s the next level of deep thing. Now what? And we missed the freaking point, right? And the point is practicing is a small percentage of just getting better at the poses and a huge, huge use. The majority of why we practice is to get the mind to get still. When you walk into the yoga room and you have something gripping you and you practice for an hour or 75 minutes, 90 minutes maybe you get off that mat and all of a sudden that crazy weight that was on you, it feels like nothing or you have insight that gives you guidance into the problem that you had.


13:28          That is what it’s about, right? Not doing crazy fancy poses. We have fun doing the poses, but where most yoga gets caught up in is they start to move into gymnastics, right? If you want to get really good at doing press-ups, you want to get really good at doing handstands, go to a gymnastics coach, they’re going to get you there so much faster. They’ll break your body in the process, but they will get you there quick and fast, right? If you want to learn to still the mind, you want to have a better relationship with your family and your friends. You want to be more productive with your work. You want to enhance the quality of your life so you’re unrecognizable to yourself. Do yoga in that way, right? Do the practice and make it steady. Find a place that teaches with anatomic harmony and introduces the aspects of meditation to the practice and that my friends will revolutionize your life and that is the solution.


14:14          It’s understanding that yes, it is a physical practice. There is fitness involved because we want to start there, but what we’re really doing is teaching in a way where that becomes a conduit. It is a doorway into the more transformational experience or the classic yoga as Lorenzo talked about, so you have to offer both. That’s the real solution is don’t get caught up in the fitness momentum and that everyone just wants to get stronger, faster, bigger, bigger, lose weight, all that stuff like that’s an aspect that it’s there. It’s what people are looking for because as yoga gets more into the mainstream, they’re not just looking for the experience of yoga anymore. It’s not like we’re beyond the days of saying, Oh it’s hot yoga and like just come in and have an experience


14:52          of hot yoga. Now they want to know what is it going to do for me? And that’s what we’re saying like it’s going to do something for you physically. But what differentiates a yoga studio from a gym or any other CrossFit place or plot is, is that we have, it’s baked into the experience for it to be more than just a fitness experience. And when you miss that, you missed the very thing that will keep people hooked into a coming day in and day out, regardless of if they’re progressing in their hands to inner or not. Because life is going to happen to them. And when you have a space that you can create that they can come and experience stillness through physical movement, through breath-focused attention, they are going to come back time and end time out because it’s an experience that allows them to process the craziness that they’re going through in their life or if you want to say it a different way, they get a spiritual experience. Amen. My brother,


15:46          well Chris is describing guys is that yoga is the oldest personal development system around it’s lasted thousands of years because it works and so we look into the crystal ball and what we see the yoga studios that are going to survive in the next few years are the ones that teach people more than just Austin. They’re the ones that teach people personal development that teach people the real aspects of what yoga is all about that give people true results. The days of open up yoga, see like Chris said, the days of open up yoga so you’re just coming in and do Asana and get better at Asana. They are slowly going away and yoga studios that are going to survive are the ones that put programs together that actually change people’s lives in. They teach them Asana of course, but they do it in a way that teach them how to steal their mind, how to have a better relationship, how to be more productive, how to get X results. Personal development is where yoga is going to go and that’s going to be the way that this studio survives. They create programs that go deeper than just the Austin practice. Yeah.


16:42          All right man. Thank you for that question that like obviously we’re pretty passionate about that subject because we feel so strongly about that being like the cause of our success and our longevity over 15 plus years is that it’s always been about the physical and not about the physical. So thank you for the question cause it really spurred on a really great conversation for John and I to have with each other.


17:02          I know someone’s listening. I hope the only thing anyway. All the right people. Thank you so much


17:07          for listening and remember, do the work, honor the struggle and make the world a better place. Peace. Peace.


17:17          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


25: How To Make More Money During The Holidays Without Discounting Your Yoga!

Yoga Entrepreneur

What Is This Episode About…

In this episode, Chris will talk about some of the two biggest gifts we have during this holiday season and how it’s the most beautiful time of year to be a yoga entrepreneur. He refers to Brendon Burchard’s teachings about the biggest gift during the holiday season being the time constraints that are given to us by the nature of the season itself, and all the markers of Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year’s.

He will dive into how important this holiday season is for marketers and business owners because of the urgency to purchase that is embedded in it and share how yoga entrepreneurs can sell the irresistible offers they’ve created by combining urgency and scarcity to not only increase their revenues but also scale their impact on people’s lives. Listen and Learn!

Key Points Discussed:

  • Creating irresistible offers and how the yoga world does it the wrong way (01:56)
  • The two things that are just as important in compelling people to say yes and make a purchase (03:08)
  • Collapsing the amount of time that people have the opportunity to purchase an offer (04:36) 
  • Creating scarcity around the already beautifully baked into the calendar time frames (07:14)
  • Using human psychology to help people do yoga (07:58)

Learn More About The Content Discussed…

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When Was It Released…

This episode was released December 11, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          Hey. Christopher Yax comes in at you for this episode from Mississippi. I’m here on a little family vacation visiting the in-laws for Thanksgiving. And actually, at the time of this filming, Thanksgiving is over, and it is Cyber Monday. And so, I wanted to come to you and talk to you about some of the two biggest gifts we have during this holiday season.


00:26          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:54          Alright. So, it’s just past Thanksgiving. As you’re listening to this, it is going to be about a week, just over a week past Cyber Monday, and we will be firmly into December and the holiday season. And, we have gifts during this time period. And actually, I first learned about it from Brendon Burchard, and it was a really interesting time when he had these phases, and he talked about these phases and he was like, “Man, the biggest gift we have during the holiday season are these time constraints that are given to us by the nature of the season itself, and all these like markers of Thanksgiving, and you have Black Friday, and you have Cyber Monday, and then you roll into Thanksgiving… or excuse me, Christmas, and then New Year’s.” And he’s like, “Man, as marketers, it is the biggest gift that we’ve been given.” And, here’s the reason. This is gonna be a short episode cause I really just want to talk about two things. You’ve probably heard, if you’ve listened to this podcast, since the beginning, I think this is the 24th episode.


01:56          We’re very big on offers, and how in the yoga world what most people do is to compel people to purchase. They just discount the price. And another way of making your services look more, I guess cheaper, but have more value, is to increase the value to make it feel cheaper like it’s a bigger discount instead of actually just discounting the service that you’re providing itself. But, even that, with like what they call an irresistible offer, but it’s like you’re stacking all of these things. We talked about a couple of episodes ago where the problem that your service is solving, well once it’s solved, creates another problem. And so you can stack all of the solutions to all these problems that you know your people are going to have. For instance, they say, “I’m going to sign up for your intro special” and all of a sudden, what do they need?


02:44          The next problem is, “I don’t have a yoga mat, and I don’t have a water bottle. I don’t know like, what I need to do to start, and I don’t know what type of apparel.” And so, you think about that and you’re like, “Okay, I can stack all of these different offers within this bigger package because I’m solving the problems that people didn’t know they had until they make that first purchase.” So, that’s all about creating an irresistible offer. But, even that, there are two things that are as important to compel people to actually say yes and make the purchase. And that is, urgency and scarcity. Urgency and scarcity. A lot of times if you hear about… if you’ve understood, if you’ve like learned or studied from a coach, they typically use urgency and scarcity kind of interchangeably, but they’re not. And this is the gift of the holiday season is that… and don’t get me wrong, like you maybe, Iike the thought of like, someone’s listening to this and they’re like, “Oh my God. They’re just talking about like, or he’s just talking about like, how to make money during the holiday season.”


03:42          Well, I guess it’s obviously more than that. And there’s a special auspicious time of year about togetherness and it was just Thanksgiving and getting together with family and loved ones and what Christmas and the holiday seasons really all about and all that stuff. But so yes to all that and as marketers and business owners trying to make a living and like provide this beautiful service to people, it’s a beautiful time of year because embedded in this time of year is urgency. If you set up your offers, right, meaning you’ve done the background, you’ve created the offer, you’ve thought of all the problems and you’re stacking it all and it’s this irresistible thing. And then all of a sudden what you do is you create urgency by saying there is a deadline to this special meaning. So here it was, as you’re listening to this, uh, it’ll be about a week and a half ago. It was black Friday and there are all these specials.


04:36          But notice what happens on Black Friday is that the special is on this day only. And then all of a sudden you have cyber Monday, which is actually the day of filming this and this is it. You don’t have another day to do this. If you want this discount, if you want this offer, today is the day. That’s what urgency is. Essentially it’s saying collapse the amount of time that people have the opportunity to purchase the offer that you’re creating so that they feel more compelled to do it. Because by nature and, and this is me particularly people are procrastinators, right? They need a reason to say yes now and the two reasons to say yes. Now, one is urgency, which is just put a deadline and then hold to it. So urgency is a function of time and saying you have a week, you have a day, you have 36 hours, you have 24 hours, and what you’ve noticed if you have looking at your emails is you’ll see all these deadlines emails coming at ya.


05:35          24 hours left, 15 hours left, five hours less. This is the final call. You must act now. If you want this $1 for thousands of dollars a product that I’ve been creating, blah, blah, blah. And so that’s urgency. Number two is scarcity. Now scarcity is a function of quantity, meaning there is only a certain amount a certain of spots left. So years and years ago when we were just in like 2005 2006 I guess we had somewhat of an understanding of urgency, but we never really called it that. Well. We knew that like, Hey, this offer can’t last forever. And so we’re going to put a time frame around it, but we never put scarcity around anything we ever did. There was never like, this is the number we’re selling and that’s it. Well, fast forward to this Thanksgiving black Friday season and we decided we’re actually gonna put some scarcity around the offers that we’re creating.


06:32          And so we did this 10 20 and 50 class cards special. And we did it about a week before Black Friday actually started. And we said, you know, this is our goal. We want to sell a hundred of the 10 50 of the 20 and 30 of the 50 and so what happened when we did that is we didn’t just say, Hey, there’s two weeks that you have to take advantage of this offer. You actually only have a certain number of each that you can take advantage of. And so my sister, who’s the manager of the Virginia Beach location that we have we’re at the Tuesday meeting that we always have. And she was like, Hey, I would just talk to somebody. And they’re like, so how long is this offer going? And she was like, well it goes until December 2nd which is a cyber Monday. But, and he was like, Oh, so I have some time.


07:14          She was like, yeah, you have time, but there’s only 30 of these left. Cause he was looking at buying 50 cards. There’s only 30 total. And he was like, so you’re saying I should buy it now? Oh. And to what she said was like, we’ll listen, I can’t tell you how many they’re are going to be and how fast they’re going to go. But yeah, if you wait, there’s the potential that you’re actually not going to be able to buy it because of scarcity. And so my point is you have a really great opportunity during this time of year because urgency is already baked in by saying, Hey, there are these finite markers. You have black Friday, you have cyber Monday, and then you have Christmas Eve and then you have new year’s Eve and you have these beautifully baked into the calendar timeframes that allow you to create the urgency.


07:58          And so what I’m also suggesting is think about how you can create scarcity around it too. Meaning just limit the number, and I’m not saying limit the number to limit your profitability and your revenue. I’m saying figure out what your number is, how much you want to make or whatever the offer is, and then reverse engineer. Well, how many of those would I need to sell to actually make that number and then promote that you only have this number available because what it does is it just human psychology. I see it in my girls, like when I let them know that if they don’t go right now, they’re going to miss the ability to play at the park. They get their shoes on, they get their socks on, and they’re out the door. It is just baked into this fear of missing out that we all have as a function of being human beings, and so you can use that human psychology to help people do yoga and do the thing that is probably the most important thing that they can do for themselves.


08:55          So as you approach your creation of this next phase that we’ve been given as yoga entrepreneurs of the holiday season in these demarcations of time, next is Christmas Eve and then Christmas and the new year’s Eve and then new year’s, and then we roll into the, where we have the new year’s resolution Aires. We’re going to be doing an episode two on. Okay, what are the trends of 2020 that you should be looking for? So look out for that one coming soon. But for this one, my point is urgency is in just say this is the timeframe that you have to do it. Scarcity is what you can add by saying there’s a limited number and so today’s the last day of the sale that I was talking about, the what we call the thankful 10 20 and 50 class card. We wanted to do 20% more than we did last year. I’m almost positive are there our bigger goal, we’re pretty far away from it for as of yesterday, but we’ve been doing really well today.


09:49          So anyway, I’ll let you know how that goes in the next one. But again, the point, the, one of the reasons why we knew we were going to get 20% is because we added this scarce. We are good at urgency, but the scarcity is what we failed on. So add those to your offers, right? Create an irresistible offer, right? Make think about all the problems that you’ve them saying yes to the intro offer, whatever it is, the unlimited or whatever it is, and then come up with all the other followup problems. Great, awesome guarantee. Have rapper, awesome story around it, right? That’s the irresistible offer with a sales message and then create some urgency. Create some scarcity because that’s the reason people are going to actually say yes and act now and when you do that, I guarantee you’ll notice your sales going up, your revenue going up and the impact that you have on people’s lives will be going up as well. Anyway, I hope you have a wonderful, had a wonderful Thanksgiving and you’re enjoying the holiday season and taking some time off. Be with friends and family and add a little urgency. Add a little scarcity to your offers and it’ll make a big deal


10:45          and you’re like, Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


24: From Non-Profit To Million-Dollar Online Yoga Business With Cate Stillman

Yoga Entrepreneur

What Is This Episode About…

In this episode, Chris and John will interview Cate Stillman, the author of Body Thrive, the founder of Yogahealer and the Worldwide Association of Yoga Health Coaching, and a mom, wife and avid paddleboard surfer, skier, and mountain biker. Cate has been teaching audiences how to create health and wellness through yoga and Ayurveda since 2001 and founded Yoga Health Coaching for wellness experts and yoga teachers to coach their clients into the habits of thrive via integrating Ayurveda with behavioral science and evolutionary group dynamics.

She also hosts the Yogahealer Real Thrive Show, a weekly podcast featuring dozens of experts in the field, and has organically grown since 2001 as a hub for a practical, planetary and evolutionary approach to Ayurveda. She comes on to share how she got started in Ayurveda and yoga, and her entire journey up to the point where she at now with her million-dollar online yoga business. She will also share a lot of great actionable advice for yogis who are either starting out in the business or already doing their own thing, on how they can grow and thrive in both their personal lives and their yoga businesses. Stay tuned for that and more.

Key Points Discussed:

  • Changing the individual and how they see themselves (01:04)
  • Self-studying Ayurveda and yoga and dedicating her life to them (03:16)
  • The path from doing yoga detoxes in yoga studios to being completely online (09:56)
  • Saying no to the old way to develop the next thing (13:30)
  • Becoming a yoga health coach and helping yoga coaches (17:37)
  • Aligning daily schedules with natural biorhythms (23:23)
  • The next level for Cate and her business (30:15)

Discuss Additional Resources:

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When Was It Released…

This episode was released December 04, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


Cate:               00:00 You have to say no to the yoga students, you have to say no to all of the things that are the old way in order to free up time to develop the next thing. And I did that and it was hard. Some people came with me online, I’d say about 2%, maybe 3%, but as a result, I went from having a small self-employed business that was probably in around 150K a year to scaling over a million-dollar business that’s online and leverageable, and has this huge global impact, and all these yoga health coaches around the world and their communities.


Intro:              00:32 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


Chris:              01:04 That makes a lot of sense because it’s the core of what yoga is doing is, changing the individual and how they see themselves, and when you change that, everything else changes. Your whole paradigm changes and then that’s the way like if you look at any big social movements, social changes that have happened in the past, it’s always in the grassroots individual level where it starts. So you felt like you can make more impact on that side of it.


Cate:               01:25 Yeah.


John:               01:26 Was there some pressure point Cate, that you felt was something like, major breaking point, like the last straw, was there like one thing that was like, “Alright, I’m done with this whole TC stuff. I need a…” Was there like one big… you were like, “Alright, I’m walking out on this part of my life.”


Cate:               01:43 It was… Yeah. There was this good… So, I had a… I was pretty divided going into it. Right? Like I knew enough about myself. I’m very driven. I knew I was an impact junkie from my teen years. I knew that my core of like, who I was and what I was here to do from a probably younger age than a lot of people do. And so, part of that though, I also wanted to really have a full life. I already knew that I couldn’t… I grew up on the east coast. I knew I was going to like be a ski bum at some point, in the rockies too, and like, really like, live a very… I’m very athletic and out… kind of adrenaline junky old school style, without like all the motorized stuff, but like, ski fast, bike fast, snowboard, you know, like all that stuff.


Speaker 1:          02:25 And so, it was more of that, of just looking like, if I’m not healthy and thriving in this environment then obviously like my ideas are only going to be so good. And simultaneously, I was also really studying… just self-studying. I’d been studying like diet for a small planet type stuff, and fit for life, and that whole movement of like, how a healthy individual and a healthy planet coincide. I had been self-studying that for over a decade before I went into yoga at all, and then learned Reiki and whatnot. So I think all of those things together, it was just like, I actually… it was cool. It was 1996. My nonprofit, which was a super-effective nonprofit I was working for in Washington D.C. So it wasn’t that frustrating in the bureaucracy side. We were actually getting amazing work done in all these developing countries. At the end of the day, I was like, “Can I just take my laptop? Telecommute?” And that’s what it was called in 1996. It was called telecommuting.


John:               03:16 Telecommuting. Right.


Cate:               03:16 It’s called telecommuting. Cause you were using a phone, like right? You like, plug the internet into a phone line. Yeah, those were the days. So I didn’t have to totally leave that while I started to really explore Ayurveda and yoga, and then ultimately devoted my life to Ayurveda and yoga.


Chris:              03:31 was it through yourself studies that you were like the first glimpse of I or Veda and did it capture you immediately? Kind of according theory


Cate:               03:40 it did, but it was tricky because like I had actually, I was studying energy policy in China and I had studied Chinese language quite a bit. And so like the move to go towards Chinese medicine versus Ayurveda as I had already put in some time, you know, I mean anyone who studied Chinese language knows that like it’s not an easy language for Americans to learn. So it was pretty tough like on this intellectual front. But on an intuitive front, I knew, I like are your Veda what the beauty of it is, is it’s, there’s not what in Chinese medicine has like a lot of, um, like white coat syndrome where you go to a traditional Chinese medicine doctor or acupuncturist in your, you know, like they know and then they treat. Um, and what I love about our, your Veda is it’s, it’s, you know, and we’re going to awaken your ability to know yourself and that, I mean, that really is, to me, it’s like the definition of are your Vedas know this life and part of this life is to know yourself.


Cate:               04:30 And so it basically puts all the empowerment back into the individual if it’s all the responsibility to heal back onto the individual. And if we look at that even in terms of our yards, like are we composting, are we planting plants in our, you know, and those who don’t have a yard. Like are you doing it on the kitchen counter, you’re patio balcony. Like are you creating an ecosystem in which you can thrive, which includes an ecosystem of plants. And this is part of know yourself and know your life. How it’s practiced in India currently today is following allopathy. So anyone who’s seen a more of a, an Indian or your Vedic doctor is going to see it’s practice like allopathy. But the core of the teachings and the philosophy of Ayurveda are very intrinsically around awakening someone to sell feeling.


Chris:              05:16 Yeah, that’s really fascinating. I think there’s a, there’s this natural tendency for humans to want to give their power to somebody else to tell them what is wrong with me. And I think it’s like an on a religious sense. It’s on a like a healthy sense. I mean, and I think people, like our mom, was always raised like you don’t know, find someone who knows and they will tell you how to be. And this is what yoga is really flipping on its head and I Aveda specifically who should know your body more than you, you shouldn’t have stored more than you. And understanding that I think is the key. So it’s like this, it’s the difference in not Carolyn Mesa’s book, the anatomy of spirits. She talks about like true healing versus curing. You can go to a doctor, they can cure you of something. But healing happens on an individual internal basis.


Cate:               05:57 Yeah.


Chris:              05:57 Yeah. So what was that experience like for you going, cause you went to India, you were there and you studied I Veda and you became, I don’t know how the certifying process works. Tell us about that and your experience.


Cate:               06:07 Yeah. Yeah. So I, I went to the California College of Ayurveda and I went to the Iyengar Yoga Institute at the same time. They were both two years of training programs. I anger yoga teacher training. And then are your Veda becoming a clinical or your Vedic specialist? And then I went to India to study with dr [inaudible] who’s like a great or your Vedic doctor in the United States. He has a curriculum program which is like he creates a Kula around Google. I have forgotten the guru, right? So you have the small community, that’s it. Kula means community. The heart guru is someone who’s waiting with light, right. And so he takes a small group to India every year and basically we watch him practice both in the city and in the country and learn and he lectures. It’s a very small group. And so I was in that and I also, I did a few other study with a few other Indian doctors over there and just kind of saw how it was practiced and came back and realized that in, it was really fascinating.


Cate:               07:00 I had started running a, because of my yoga are your Veda overlap? I was constantly going back and forth and I saw what the Iyengar yoga teachers didn’t know about are your Veda that they should know in terms of like the daily routines of a Yogi, which is what has become body fries. My, my first book and has become the core curriculum for the yoga health coaches who are teaching habits of yogis around the world. And behavioral science and like how you actually get someone to change their habits in a culture that’s going counterculture to those habits, but like that. Then what I discovered is I would create these little programs and one of them was the yoga detox and it’s still alive today. We’re actually just on a closing call. We run it every October and every April hundreds of people come together from around the world and go through basically an at-home retreat, but I started running these in a small yoga studio in 2002 and I ran them twice a year at least.


Cate:               07:46 Now we’re down to twice a year and what I realize is in my or your Vedic medicine practice, when I was seeing people one-on-one and going more through the like, here’s a diagnosis from an aggravated perspective or like, here’s the pathogenesis, here’s some herbs, those special formulas particular to you, here’s how it works with your digestion, here’s the yoga routines specific to you. Here’s all these therapies is very personalized specialized program that they would actually not progress towards their desired end results nearly as rapidly as just a group of people going through a yoga detox and that’s where I learned the power of groups and I think any yoga teacher knows this. Like there’s a difference to going to the studio live and practicing with a group than there is at home. Especially with the [inaudible], someone who’s a very good yoga teacher, there’s an experience, there’s a momentum really affects your consciousness and that was just one of the big take-homes coming back from India is like my yoga detoxes were cheap too and they still are. They’re like around two to 300 bucks depending on when someone signs up. That investment and the amount of transformation that can take place versus seeing a practitioner one-on-one and getting this really specialized program. The efficacy is just like sky-high with our group programs.


John:               08:55 Wild Kate, there’s such power in accountability is what I’m getting from that. Like when you move through a process with a group of people, the group holds a higher standard than the individual. And so we want to succeed in our goal with each other and we help each other in that process of succeeding towards that goal, way more than we do as an individual. Even if, like you said, even if what we’re getting is so specific to us and so even given to us by some profound teacher, a lot of times we’ll like I’ll do it a couple of days and I kind of lost my Gusto, but with a group of people, it just drives us to the end goals. That’s really cool. Really cool. They want to hear what you’re experiencing with that.


Chris:              09:35 and it’s how we’re wired biologically, that group connection, we want to belong and we hold each other accountable to each other more so. So in our last conversation, you said you’ve been online for 10 years now, completely online, your business. How did you go from, you’re doing the yoga detox is at a yoga studio to where you are now. Kind of tell us about that path. I think it’s really interesting.


Cate:               09:56 I mean if I look back, there’s so many different, I think this is true for so many yoga teachers and wellness pros is that like you have a number of different income streams and they all work. So like if I go back to 10 plus years ago, I owned a yoga studio. By then I had an herbal product line, I had my yoga detoxes, I was doing private retreats where I’d like fly in for wealthy, wealthy client or two and and do like the a deep [inaudible] detox program. I was a yoga teacher so I had public yoga classes, I was doing some workshops. Aside from all that, like I am naturally [inaudible] curriculum creator. I’ve been a curriculum creator since like started in this field, like the first like optimal weight, optimal energy, your 2000 habits of a Yogi like 2000 and you know like they like for 19 years now I’ve been, and I keep creating curriculum.


Cate:               10:48 I can’t seem to stop doing that. And now the curriculum becomes the books, which is really nice. Like there’s just this really easy. So I had all of these. I’m like, trying to think. I’m sure there were like five other and constraints I had and it was all, everything was working, everything was making money, and then I realized I wanted to be just part of that whole Tim Ferriss four hour work week. That movement. When I read that book it definitely changed it just like overnight. I’m like, okay, I’m going to give myself two years to pivot.


Cate:               11:16 No, so I had all this stuff. I was practicing in sun Valley, Jackson Hole and Teton Valley, Idaho. I mean I had a whole like racket set up and that was earning well way better than most yoga teachers and wellness pros even do now. I was running really well then and I just kinda, and I grew up in a techie household. My dad worked in the computer industry from when it was like mainframes. I mean he talks about like the whole pledge card thing. I mean it was amazing. My sister had her master’s in geographical information systems by the time she’s 23 and we were on email and 1993 1994 as a family. So there wasn’t a barrier entry in my dad put a lot of pressure on me. I was like, look how successful I am as a cause. He was like, what the heck are you doing with your life?


Cate:               12:00 Like you know, always on a track to be a doctor or a lawyer or a stockbroker, you know, and you’re, I am like, I’m going to go into saving the world dad and this is how I’m going to do it. So he just kept saying like, where’s the leverage in your business? That was kind of like super frustrated. Like, look how successful I am compared to all my friends who can’t make a living at this. Like I’m making a living at this. And he was really, my dad’s a tough guy. He’s a, he self evaluates as this tough Jew from Brooklyn. Like his parents were immigrants from Russia and Poland, you know, like just a tough life. And he just like from a business perspective, kept looking at what I was doing and say there’s no leverage anywhere. He couldn’t see any leverage anywhere where I could leverage my time to, you know, for impact or for income.


Cate:               12:46 And you know, when I go back to like was it to impress my dad or was it like just cause he was totally right and I was curious about business and I’ve always had a head for business. I just gave myself two years. I said in two years I will be a hundred percent online and there’ll be leverageable. So every decision I made and they were hard and I just want anyone listening, those of you who are driven, who are, who are ambitious, who have [inaudible] in the mind and you’re attuning that to what end yogas called Tejas or are your Vedas called Tejas this like discriminate power of the mind to say yes to something meaning saying no to, to everything else that’s not in line with that. Yes, it’s a fiery path and it’s not fun. Like just to be super direct. Like you have to say no to the clients that have supported you to get from there to here.


Cate:               13:30 They’re not happy. You’re not happy. You have to say no to the yoga students. You have to say no to all of the things that are the old way in order to free up time to develop the next thing. And I did that and it was hard and it was, I was as gracious and some people came with me online. I’d say about 2% maybe 3% but as a result, I went from having, you know, a small self-employed business that was probably in around a hundred K 150 K a year to scaling over a million dollar business that’s online and leverageable and has this huge global impact in all these yoga health coaches around the world and their communities. So trade-offs, right?


John:               14:11 Totally. Okay. But this is such a beautiful story because this is where yoga teachers, this is what they want right now. Like when people finish training, they’re like, is it possible? Do I have to open up a studio? Do I have to go through the hundreds of thousands of dollars in debt to open up a studio and do that path or, and then they look at the online pattern like, well, there’s so much competition? There are always excuses, right? If there’s so much competition, there’s so much stuff. Like I can’t, how am I actually going to do anything online? And then instead of like you said, you took two years to really study and learn how to shift this to make the pivot. They get crazy know they get these ideas of I just needed to go social every once in a while, go on and do some social stuff online and then they’ll build this huge following and be able to make $1 million in nine but be able to travel the world doing yoga. It’s a challenge because there’s so many, there’s so many reality checks for them as they start to move in that direction. But you hit the nail on the head when it, it takes a person with sex drive because of the whole path of entrepreneurs failure, it’s like I’m going to fail and then I’m gonna get back up and do it again and I’m going to fail. I’ll get back up and do it again. I’m gonna fail. And so it’s, it’s an intense process.


Cate:               15:24 Yeah. And I would just say that to that, like it true Yogi has an unfair advantage to all the other entrepreneurs out there because yoga is the path of fire. Yeah. Yoga is the path where you’re willing to look at your own ego and all definition of the self and drop it for freedom and really pursue who you could be instead of who you have been. And the other unfair advantage that us yogis have is that we understand self-care. I mean when I speak with other entrepreneurs in all different types of industries, I have such an unfair advantage cause I, my whole developmental practice with yoga and our your Aveda is rooted in, in building deep, deep resilience, deep self-accountability, deeper and deeper levels of self-healing and ability to cultivate a much deeper energy. What are your betas called? Oh, just like you guys, if we can’t do it, don’t expect anyone else.


Cate:               16:20 But I also want to say like what yoga teachers often want to is they want, we want to lucrative lifestyle like it. Usually, people come to yoga. What I noticed is that they have a deep level of care and they’re smart, right? Like it’s just, it’s not an [inaudible]. Yoga is not an easy, it’s not the easiest path. If we’re really going to go deep in yoga and what we want to lucrative lifestyle, like we understand the abundance and that’s where the lucrative comes in. And then on the lifestyle component, we get that. If we’re not in sync, then everything we do will be out of sync. W we understand that they like the energy that comes from source perpetuates and that we want to be in alignment with that. And so yoga, health coaching, what we’ve done is created like a very simple system, like a very simple business model for people to have a lucrative lifestyle.


Cate:               17:05 And I think what’s really important for a lot of people listening to realize, it’s like you don’t have to work with that many people and you don’t actually, like, you don’t even have to do, do social if you don’t want to. If you have a higher price point and you have deep care and you have a package where you can get people to their results and you do it in a group like you really only need to work with somewhere between 15 to 50 people a year. It’s just not that many. If you have the right business model.


Chris:              17:30 Yeah. When did you start helping yoga coaches and what’d you start like the yoga health coach?


Cate:               17:37 Yoga health coaching began in 2012 but I started the yoga healer business school somewhere around, I need to go back and look, but it was probably three years before that I started a yoga teacher mentoring program. And that evolved into the healer business course, which we then dissolved as we grew yoga, health coaching, which is really like a wellness pro Academy. So we’ve all different, we have all different types of wellness professionals. 50% are yoga teachers, um, are, are your Vedic medicine practitioners. And then the other 50% are like all over the board from like personal trainers, nurses, doctors, naturopathic bodyworkers. I mean just, you name it. So it’s a very dynamic, diverse community. Lots of mental health therapists come in and we teach them, we teach them this very simple business model in real-time. So they implement it in real-time with us. And it takes, it’s not short, it’s 27 months because there’s so much training that they need in order to have this lucrative lifestyle and in order to get people to results faster, which is we’re more or less after both is it’s not sustainable for you. Your work in the world isn’t going to be that great, but if you’re not getting people the results then like what the heck are you doing?


Chris:              18:45 Yeah, totally. What’s the, I’m really interested, so you have these people in the wellness community coming into your yoga health coaching program. What’s their biggest obstacle initially? Is it like, are they not practicing self-care? Is it a business, a lack of understanding? What do you find the main thing you actually have?


Cate:               19:04 Yeah, yeah, it’s great. Really good question. Cause they, I, we always tell people coming in like you’ll make an amazing yoga health coach like we are and we don’t really care what you’re calling yourself. That like you’ll get people to results way faster than you ever have and they’re so good at that. And that part of it. The like how to create a great coach. Like that’s the easiest part. You don’t, you know what I mean? Like and it’s the funniest part in some for them. Like the funniest part for me is definitely teaching them the business structure and the sales and a little bit of marketing. Cause you know, if you only need to make 15 to 50 sales a year, you’re, it really changes how you might, can even consider marketing and what marketing even becomes. So the real work is like just enough leads to make just enough sales to get just enough people to the desire to results. And once they have that down against traction, but it is, it’s definitely talking to people. Yeah. Having a conversation which really means listening.


Chris:              20:01 It’s just so hard for people these days. [inaudible] will also say I, there’s a lot of introverts in the yoga community where like it’s funny cause I can be on like we do teacher trainings where you know have 20 people and I don’t have a problem speaking, but when I’m one-on-one sometimes I’m like, Oh this is a little more challenging to navigate than speaking one to many. And I wonder if like there’s the people that you find in your community which is more introverted, less inclined to speak one-on-one to people.


Cate:               20:32 We’re super diverse. So I feel like we’ve got all types. That’s definitely a pattern. The person that’s like great on stage but like can do a one-on-one conversation. Yeah. But there’s more of it. What I find is helping them realize that what they know there has to be a process of, of like how someone can come into their knowledge and really gain from it in that it seems intuitive and it’s really not. It’s really not. And so going through a very step by step process for how they can really help people get to results. Like all of the work done in that. It’s a lot. And it, it takes them about a, like the first year they, they earn, most of them are in their tuition back for the whole 27 month course because we force it, we forced them to, like we forced learning in terms of what they have to do step by step so that it immediately highlights the stuff that they don’t want to do.


Cate:               21:30 And it’s different for the different people. Like some people like don’t want to just like reach out and tell people what they’re doing. Yeah. Other people, it’s like, don’t want to speak in front of the group. I want other people. You know what I mean? It’s like so diverse. Other people, like they have the perfect person, like who can, they can really help who really needs their help and that’s really understood and they just can’t actually, they can’t actually charge what they need to charge for the prison to have enough skin in the game to work the process with them. So I mean it’s, and then other people can do that, but then they can’t onboard the person. Like, they can’t deal with the, what happens next and next and next. So we try to help them build a very simple, reliable process around, yeah,


John:               22:11 it’s so great because you’re aligning your business with actually creating success for these people that are going out and changing minds. So it’s like, it’s such, it’s so powerful and so powerful. I mean, people that do teacher training do the same thing, but there’s a level of, once the teachers go out, so many of them, they’ll get into a studio and get and start making a little money that way, but then realize that, okay, I can’t make a sustainable living doing this, so I need to do something else. And that’s something else is when they hit their biggest roadblocks in. And at that point is a lot of times when they go back to they’re not in fight or go back to their other business and kind of give up, don’t have enough time to do yoga anymore, which is, so it’s one of the passions for Chris and I is to help shift that.


John:               22:54 And it sounds like that’s where you are just so, so beautiful. I want to ask part of your mastery, Kate is aligning daily schedules with natural biorhythms. You speak to that a little bit for cause entrepreneurs in general and yoga entrepreneurs where it’s like you described him beginning, you have 10 things going on and yet all these different income streams are, and then family on top of it, all on kids and everything you’re juggling. How do you talk to us about aligning your schedule with the natural buyer then? Little mix. I think that would be a huge takeaway.


Cate:               23:23 Yeah, and there’s images in this embody there’s a workbook, there’s a free workbook and there’s images in there, so if anyone listening could just go there and like print the principle dosha clock and there’s a bunch of worksheets in there too that can really kind of help help people realign. So Dina Charia is the daily, this daily wheels, daily rhythm that is just a backbone of Ayurveda. It’s the backbone of yoga. You can hear, you can see BKS Iyengar writing in a light on yoga. A lot of people have that on their, on their shelves. And if you pay attention in the beginning where he talks about the Sadika, so Sadika refers to and are your Veda Sadika Pitta, which is the in it’s kind of the mind, heart connection of [inaudible] force of transformation in the body. So there is a mental element at each of the doses.


Cate:               24:13 There’s tarp haka, cava, which holds the memory. There’s print of by you, which many of them, which is the hope Pronto feels in the body. And this connection to like, Oh, it gets involves my brain and my heart. Well, the function of Pitta, which is the force of transformation is the Sadaqua and the Sada has to decipher like all the bullshit from the true path. And that’s the that’s the goal. So in that practice, over thousands of years, it became pretty evident that there’s a way to align with the rhythm of the planet for human beings. And it’s different. I’m always like, my cat is a feline is not a primate. Okay. He is a different schedule. He comes in at 4:00 AM and he’s like, I guess I can like go on a bed and I’ve been in bed since 9:00 PM right. So he’s on different paths for primates.


Cate:               24:58 With the yogis discovered is that we digest best when there’s the most [inaudible] file in our body. We digest fast when the sun’s highest in the sky. So we eat during daylight. Like we like my cat does not care about looking at his food. He just doesn’t care at all. Like he doesn’t even care what the food looks like. His food prep is like kill, eat skin. Well, I mean it’s disgusting. He’s really, he’s very vocal eater. It’s gross. We live in the country so he hunts all the time. Whereas like me and, and you like, we’d like to see our food. Yeah, we actually take enjoyment from seeing our food. We need to daylight free electricity. We need daylight to see, to ingest and to digest. So when we eat more of our calories in the daylight hours, what happens is we naturally get tired or earlier in the evening. Now we’re often in a cycle now.


Cate:               25:51 Like Netflix says their biggest competitors sleep. And that’s true, right? A lot of people are in a, they’re wired and tired, they’re staying up too late. But when you do that, you’re burning energy from the next day, which is basically you’re breaking down your immune system over time. If you have that habit, which means you’ll have allergies, you’ll see allergies and you’ll have some sort of like the autoimmune thing or cancer. Like that’s sort of the trajectory is a really great modern book on that written from an allopathic perspective called an elegant defense. Um, it’s all about immunology and the defense, our body is, and what’s going on. And he ends up with the same conclusion that are your betas reach, which is like stuff breaks down when stuff breaks down, you lose resilience. Cells lose their intelligence. So eating earlier, going to bed earlier, there’s a reason in any religious or existentialist tradition, there’s an awaking before the Dawn because there’s more access to, there’s more access to universal energy to the great unknown, to the big odd, right?


Cate:               26:49 That happens before the Dawn. And if you sleep through that, you’re going to have a mundane day. It’d be lessened touch with your own intuition. You’re going to be less in touch with your own body’s buyer or them. But if you wake earlier, there’s a natural impulse to wake up, splash cold water on your face, drink some water. There’s a natural impulse to eliminate [inaudible], which basically like having a complete bowel movement within an hour. These are just very natural functions that align your [inaudible], your whole being for the day and then with the yogis like to do and really is a natural impulse. You’ll see children doing. His move is we move before we eat, you actually open the [inaudible]. We opened the channels of prana in the body before we ingest anything. Right before we add something in, we first just take in oxygen and we actually clear out to music energy or that, that heavy dull energy.


Cate:               27:38 You’ll also see in any kind of yoga textbook where they talk about the three main Gunas. So these little things, you know, I mean, that’s what my first book body is all about. Um, it just breaks Dina chai into 10 really simple habits. It starts with today rather than tomorrow because we can all put off tomorrow and then tomorrow never comes. But we can all take action today just by eating a little lighter later in the day to day, going to bed a little earlier, not using technology after you know, when you’re done with work, like try to be done before six and be done. Like just you get to take a technological break tells till tomorrow. Don’t bring your cell phone to bed. Like, don’t wake up and check email. Like give your chance, your system a whole chance to [inaudible] be aligned. And then you’ll have the power of focus and the power focus.


Cate:               28:20 There’s great books on this. They’ve had a number of podcasts with, with really great people. And this last one was with a Brian Solis who’s an digital anthropologist, his book life scale where he really goes into the science of like what’s happening with humans and technology and how you want to use time, how you want to use technology to live an optimal life. I think there’s a million references to this stuff. You all know them who are listening. Give yourself a chance to really do your deepest most focused work by also not using, you know, technology at certain times of day, not using food at certain times a day and really observing that your body needs very, very depressed that has to happen before 10:00 PM like you’ve got to wind down before 10:00 PM to hit your deepest chance at REM, which is like your body’s biggest ability to rebuild and then you’ll start tomorrow. Right?


John:               29:05 Yeah. I’ve heard that between 10 and 12 are the golden hour is the golden. You want to be asleep at that time because it’s the way you get REM sleep and it’s so, so vital. So I want to just highlight for our listeners, well, Kate’s saying is that this like not only following these natural rhythms, does it give us the ability not to get sick and, and, but also to have focus, but to literally be more productive throughout our day, to be more focused and get better things done, be more intuitive, intuitive with ourselves and understanding. Yeah, you’re out of balance. But in being able put together our, our life literally designs our life. So we’re not rich, we’re not tired, we’re not using caffeine to get stimulated, to try to keep it going and eventually breakdown, but to really follow that natural rhythm of life, a natural rhythm of our bodies so that we are thriving, inductive and can literally build our dreams. So those of you who can’t teach, just drop the mic on that one.


Chris:              30:06 Before we end, I want to ask what’s next level for you? Where do you see your business going? Where do you see your life going? Like if you three years, five years out?


Cate:               30:15 Yeah, I mean it’s, I mean it’s such a cool place in my, in my business and with our global community and with the team and there’s a certain maturation. I started podcasting really back there around 2007 we didn’t have an official show til 2012 and just seeing like things gain momentum and relationships with different people I’ve hosted over the last decade gained momentum. And so we have a book release happening in March master view, which is Dharma. It’s a Dharma book for how to empower yourself with the five elements so that you are continually creating the next chapter of your life in alignment with your potential in alignment with your ambition while also experiencing greater levels of flow and more and more time. So that’s coming out. We’re going to do a big tour next year and the year after we’re going to do a really big event.


Cate:               31:06 So we’ll have a, we’ll have our first like really, you know, large scale event for the greater yoga healer community and some of our, you know from are like network partners and it’s exciting. And this next year what’s happening in yoga health coaching is it’s really started to grow rapidly. And, and I can just mention for anyone who wants to check out the business model, there’s a free forward slash master class. And that masterclass kind of gives people an idea of like how the daily stuff, I just talked about how that fits in with the group and how that fits in with the business model. And I kinda just walked through it and then you can talk to someone on my team about it and see if it would work. But that’s getting really exciting to see how the global network of health coaches of our yoga health coaches is just, they’re collaborating and networking and growing in their own communities. And, and I’m excited just to have the, the bandwidth to support the growth of the structure of the organization.


John:               32:02 That’s awesome. Congratulations with all that. Yeah, that’s beautiful. So where else before we, uh, we have two more things before. Where else can they reach out to you if they’re interested in Morris that [inaudible]


Cate:               32:15 yeah, go to watch the masterclass. You guys like there’s a lot like it’s 40 minutes and it’s packed and it’s And if you watch that, it’ll go right into a chance to schedule a 60-minute career session with one of our coaches. And we really like the way that we do every like we model everything we do for our yoga health coaches and our future yoga health. And part of that is like showing you the community that you’re going to enter before you enter it. So there’s a lot of conversations with people in the community already. And part of that is like, I mean I think we’ve all had that like yoga class where that person’s coming in that like really was in some way, shape or form, like not able to adjust the vibe. Right. And like, and sometimes it’s just not a fit.


Cate:               33:02 And so because this is such a, this is like a, like it’s a big deal to rewire your business model and, and to really look at doubling or tripling your revenue. So we like to get people really assimilative before they come into the [inaudible] before they become a member. And so people get to experience what that’s like. It’s actually interesting. Like I often go back to like if I was going to have a yoga studio again, one of the things that I would do is before a student would come into a class is I would sit down and find out like what, what are their goals? Why do they want to do yoga? Like what’s worked for them in the past? What isn’t working for them? When do they want to reach their goals by, are they like, what’s their ID cards is such a good Sanskrit word of studentship, rent. They mild, medium or hot just so that we can figure that out. And so that’s really where I recommend people start. In any yoga teacher or, or someone who’s thinking about you being a yoga teacher, a wellness pro, um, is going to and you get to have the actually inexperience of onboarding, which you might not come into our community at all. But I promise you’ll learn something for how you want to work with your, your members. Thanks for students or clients. Yeah.


John:               34:07 So we finished every interview with the speed round. So we’re going to do a speed round with you.


Cate:               34:11 I love speed speeding tickets cause I love.


Chris:              34:16 adrenaline junkies. Going back around.


John:               34:20 mountain bike, we serve we snowboard, Brazilian jujitsu, martial arts that we’re right up there with you, but it’s going to start off. We’ll go back and forth and throw a question so you just fill in the blank. Here we go. Ready? My favorite food is


Cate:               34:35 hot water.


John:               34:39 The book everyone must read is


Cate:               34:42 body thrive.


Chris:              34:43 Nice. Teed that one up for you. I feel most alive when.


Cate:               34:50 I go to bed early.


John:               34:53 Money is.


Cate:               34:55 everywhere.


Chris:              34:57 My number one passion in life is


Cate:               35:00 life.


John:               35:02 Freedom means source is


Cate:               35:09 always available.


Chris:              35:10 When people remember me, they’ll say


Cate:               35:13 she inspired me.


John:               35:16 Awesome. Well, Cate Stillman, thank you so much for joining us on our, on this episode is a blessing. It was a pleasure. We enjoyed it very much. Thanks for Mustang.


Cate:               35:27 Yeah, you bet. Dax brothers yaks yoga. I’m psyched and if you guys ever have other stuff that you want to, that I can be helpful to your yoga teachers and communities, don’t hesitate to reach.


John:               35:37 Awesome. We appreciate it. Thanks for listening everybody. We appreciate you being here. Remember, do the work, honor the struggle and make the world a better place. See, you guys do.


Outro:              35:50 Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


23: Where to Begin as a Yoga Entrepreneur

In this episode, Chris and John will be talking about where an aspiring yoga entrepreneur can start their entrepreneurial journey from and how they can grow their yoga practice to great heights. 

These topics will be covered in response to two questions that were asked by their listeners.

They will dive deeper into each topic and give us some detailed advice on where to start right after teacher training. They’ll explain some of the ways that an aspiring yoga entrepreneur can start teaching people so they can figure out who their target market should be before they can eventually set up their own yoga practice at a physical location, online, or even both. 

If you’re a freshly trained yoga teacher, this episode is perfect for you. 

Key Points Discussed:

  • Cutting your teeth by starting to teach as many people as possible right after completing teacher training (01:46)
  • You’ll never be ready, don’t let your ego keep you from acknowledging all you’ve put in to acquire the knowledge (03:22)
  • Figuring out who you want to serve by starting with your own story (05:37)
  • Avoiding burnout and keeping the fire lit by always remembering the big why (07:50)
  • When a teacher stops learning, they lose their right to teach (13:19)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released November 27, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors

00:00          Yes. Welcome everybody to this week’s episode. It is a special one. Chris, what are we talking about? Well, today we’re going to be covering two topics, two questions. The first is, where do you even begin as an entrepreneur, as a yoga entrepreneur, like how do you grow and then in that process of growing, how do you keep the fire lit in your own practice? Some good questions. Let’s dive in

00:23          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

00:54          So, this is a cool one cause we’ve been asking you all to rate, review, and subscribe, and, as you do so, leave a question in the review. And so, today what we’re going to cover is two questions that were left in the reviews of our podcasts. So thank you first for rating, reviewing, and subscribing. If you haven’t already, please go to the Apple podcast. Subscribe, rate, and review. We’d love to hear what you have to say, and if you have any questions, cause we’re going to continue to do this, and we want to make it very relevant to you and help you in any way that we can. So the first question comes at us from Peace Bugga @Jane_Highsome. I apologize if I mispronounced that last name. He probably did. So, the question is, where to even begin. How do I grow and flow? Great question.

01:46          How would you answer that, John? So, as a yoga teacher and yoga entrepreneur, which this… I’m going to assume that’s what she’s saying, is like anything, the best way to grow is to cut our teeth. When we finish teacher training, when we finish learning how to teach this stuff, jump in and teach as many people as you possibly can. If that means starting out a studio and teaching classes in a studio, or paying your family and friends. No, I kid a little bit, but not really. We have a… one of our teachers when he finished his training, he actually paid his friends to take his class so that he could cut his teeth with it. So, our point is, teach as much as you can, because in that process there’s two things you’re trying to figure out. Yeah. And that is who do you want to serve and how do you want to serve them.

02:31          So, this is really interesting. So, back in 2005 when we opened up hothouse… so, it’s even before that. So we graduated from our first teacher training, the one that like, certified us to be teachers in 2003. Right? And so in 2003, it was a totally different landscape of yoga. Like, there wasn’t social media. There wasn’t this whole big online presence that you have the capability of serving people. And so, for us, back in the day, it was like you’re either going to teach at another person’s studio, or you’re going to open up your own studio. And that was pretty much it. Yeah. So then… so that’s like, that’s kind of the, “How do you want to serve them.” Right? So, what we’re saying in the cutting your teeth is, during that process… so, really, you just got to get your feet wet. You got to get in the mode. You got to like… you’ve got to put in the reps of teaching.

03:22          And that’s why it’s important right out of teacher training to go at it immediately. And there’s a lot of people who like, you’ll never feel ready if you’re in a position where like you’ve done a teacher training and you haven’t taught yet, like you’re never gonna feel ready and understandably so because you have a high standard, most likely of what you want to offer people. And your ego will keep you from acknowledging the effort, the time, the energy, the money that you’ve put in to acquiring the information you have. Chris, do you remember when we finished training? We threw ourselves into our first class. Did you feel ready? Oh my God. I felt so. I would like to individually call and apologize to everyone who was in my first class. My first class was a 90 minute class. I taught it for 105 minutes. I went over 15 minutes. I didn’t even realize, but I did every single cue that I knew for every single pose, and it was just, it’s Christmas in that I was in that class and it was the worst.

04:21          It was like, it wasn’t that bad. He was a good teacher. He had no, yes it was, but it thought we were better than we were because we had experience in martial arts and teaching classes and martial arts, but it didn’t translate that well guys. It was like, it was a different thing and I just, I wasn’t ready. Yeah. By my third class, I was ready to quit. It was my third one. I was like, yeah, I’m not cut out for this. I’m going back to martial arts. And thankfully I didn’t stop. Right. But so that’s, there’s some value in that. Just like, don’t stop, just continue, but you got to start. That’s kind of the where like where do you start? Start teaching, teach anywhere. Like we said, our one of our teachers paid someone to teach them. Paid them to teach them. Yeah, but I don’t think you need to go do that.

05:03          Like we have people who just graduated from our most recent teacher training and they were going out and teaching at a church. They were going out and teaching at a nondenominational church. They were going out and teaching in the park and like they’re doing the work that needs to be done in the beginning. The point is you got to start. If you don’t start, you’re never going to get to where you want to go. And as in that process, as you’re teaching people, you start to get a sense of who is it that I want to serve? How do I want to express this gift of yoga to the world? For some people it’s they get in, they start teaching, they realize, Oh, I want to teach kids. I want to make an impact in schools and have this as a huge shift in the school system to help kids.

05:37          Some people realize I want to teach the elder. They want to teach people that are in retirement centers that need that mobility to get their lives back on track and so the game it’s wide open. Some people are like, I want to teach wounded warriors, I want to teach veterans. I want to like, but we have to get out there and cut our teeth to get that to actually acquire the skillset and then we decide who is it that we want to serve and a great start point and deciding and figuring out who you want to serve is to start with your own story. We just finished, I think by the time this’ll air, it’ll be a couple of weeks ago. Who is your who? We did a whole podcast. It was actually a live training that we did in our yoga entrepreneurs secrets Facebook group. It really dives deep into figuring out who is your who, meaning who is it that you want to serve?

06:17          But the where we start is with our own story. Like somewhere along the way, you got fired up to practice yoga and in that process to teach yoga and there’s probably some problems, some struggle that you went through. Maybe it wasn’t yours but it was somebody else’s and all of a sudden you got inspired to want to help them. That’s what called you to actually do a teacher training and to become a teacher and so if you didn’t go through that, consciously go back and reflect on your own story, reflect on your own experience or if you didn’t have something that like stands out, figure it out. That’s why the value of teaching is one, you’re going to get better at the skill set that you have, but you’re also going to be encountering a lot of people and you’re going to be able to talk to them and see what problems they’re experiencing and see how you can help them.

06:53          Once you’ve got that, then it’s how do you want to serve them? Now, we started with a story of us back in 2003 when we started teaching and the answer was teach at a studio or open up a studio. Well, we opted for both. We started teaching at a studio and then we opened up our own studio 2005. Now the opportunities that you have are so much more abundant because you can go online and do an online business. You can like create a Facebook group and have people pay you to coach them within the Facebook group. You can become a yoga coach, you can own a studio if you want to. You can teach and become like an independent contractor at studios and teach at a bunch of them. Like we had a student of ours who was just solely doing retreats to Bali. I was like, awesome. I was like, man, how did you figure that out? I want to do that. Um, so the point is then, so who and then how that’s how you begin and that’s how you continue to grow and flow is teach a lot because that’s going to cut your teeth and that’s going to get you better. And then in that process, figure out who it is that you want to serve and how you want to serve them.

07:50          Yeah. The next thing that happens, and this kind of relates to the second question, is that when we get out there and start teaching and we’re consistent with our teaching, we tend to fall off. Our practice. This happens with most teachers, is they start to teach so much that they forget about that self care. They forget about their own practice and staying committed to their own practice. And this is vital in our ability to be exceptional teachers not falling off our practice, continuing to practice. But think about this. We all have those days, especially as we start to teach more where you teach two or three classes in a day and the last thing you want to do is get back into the studio and take a class. You get tired, but our ability to teach in all the emotional States, and this is why we are extremely adamant about teaching, like so when we first opened up our studio, all our teachers had to take five classes a week. That was the policy in order to teach with us. Now, I’ll preface that by saying we didn’t have a wives or kids at the time, so we were practicing at that time, six to seven days

08:49          week. For me it was like six because at that time and in my early twenties I would go hard all the, because the reason I was practicing was different than than the reason I’m practicing now, but what we said was, listen, our standard is six to seven we require of our teachers five. Why? Because we knew that for them to teach and to stop practicing meant they would be ineffective as teachers and they would stop growing and Chris needed a party night too. Yeah, my early twenties I probably did in their 20s we decided to have a party day. Oh my God. Yeah. Yeah, man. It’s trying to find the balance, trying to find the balance. But fast forward, two years later where we got married, we had kids, we started to realizing that we needed to balance life out in order to practice that many days a week in the studio.

09:41          Now we use, you know, home practice and things like that and we’ll, we can talk about that later. But in order to do that practice that much, other things had to take a side and we didn’t and that’s not, we’ve talked about this before in our value ladders, what’s most important in our lives and health is way up there and families right there too. So for all of us, for Chris and I, what we’ve realized is I need to shift this a little bit, right? And so we ended up dropping it down. As we got busier with life and kids and family, we started practicing four to five days a week, right? And we require a teachers to at least teach three to four days a week. So it’s shifted a little bit. And it happens as we get older and we evolve and we start to realize, okay, there’s other things that are in my life that are extremely important to me.

10:21          I need to balance my time in different ways. Right. So we’ve really haven’t answered the question of how do you keep the fire lit as you continue to teach more and as you increase the level of responsibilities. So the real answer, it was kind of embedded in what we were talking about, which is we’ve got to figure out why we’re practicing and then how our practice relates to how we’re teaching. And so, and it’s an evolution. The real answer is like the big takeaway is how do you keep your practice like on fire? How do you keep the fire lit for it is always remember your big why. Like when you started practicing yoga in the beginning there was something that captured you. There was a why that like drove you to practice even when you didn’t feel like it. Right. And then for us it was like, I want it to be the best Yogi.

11:05          Meaning I want it to be able to do press ups into handstands and all the different arm balances and at one point I was like, I want to be able to do like a one arm handstand and that meant a lot to me. That was my big why I wanted to get better physically because I was very performance oriented coming from the martial arts background. Now fast forward to what John was talking about here I am now like that was my early twenties I’ll be turning 40 this coming March at the time this is being recorded and I’ve got a wife, I’ve got two young children, I’ve got two yoga studios and a whole other business AXA concepts and my life is busy and the reason I practice now, my big why I don’t care about the handstands, I don’t care about the press stops, I don’t care about the physicality as much.

11:46          I care about the physicality and how it keeps me feeling good in my life. It keeps me showing up for my wife. It keeps me showing up for my to be the best father, to be the best husband, to be the best brother, the best employer that I can possibly be. So my big why is men, it’s not for the physical, it’s not to do these advanced like all basically like gymnastics type things because that’s what ends up happening when you advance in the yoga Asana, the yoga postures, it’s how the yoga practice affects my life. The real, what’s embedded in that question is at some point you’re like, man, I don’t feel like practicing. I taught two classes today. I taught three classes that I’ve taught 10 this week. I’ve taught 15 this week. Man, I don’t feel like getting back on my mat.

12:26          So how do you get on your mat when you don’t feel like getting on your mat? The answer is remember why you’re doing it in the first place. Go back to why you started it in the first place and that will connect you. It creates the environment mentally for you to show up physically. Yeah, and I know that when I continued to practice day in and day out through all of the emotional ups and downs, when I’m feeling a little bit off energetically, when I’m feeling tired, when I’m feeling energized, when I have so many other things to do, but I prioritize getting on my mat. I realize that when I have those experiences, those are the exact experiences that my students are having to so that I can actually talk about those experiences in classes and relate to my students even more so. So it’s powerful not just for us, right, to get our bodies feeling good, to get our minds clear, but it’s powerful for us as teachers to be able to relate to our students because they are doing the same thing.

13:20          We’re telling them to practice consistently. They’re coming onto their math and every kind of different emotional state and when we can speak to that, we create connection. Yeah. We have a coach of ours who says when a teacher stops learning, they lose their right to teach. That’s what John just described is like when you lose the connection of what it feels like to be a student, you’re not growing and staying, that you’re not leveling up your experience of the practice. So you lose the relatability to people that you’re actually teaching. And what’s so sad is that like the very thing that sparked the desire for you to teach and give back in this way was your practice. And if you look at your practice like throughout your lifespan, of course it’s going to change. I think one of the reasons we lose the fire is because we’re trying to practice with a Y that’s no longer relevant.

14:12          Like today, if I cared about doing handstands and stuff, I wouldn’t fire me up because I don’t care about it. It’s just inside. It’s like, it kinda hurts to say that because I really used to like identify with being able to do some cool stuff. But now I care about like being patient with my kids. Because if our why’s and what Chris is describing is, is that your why has to create emotion, emotion drives behavior. If there’s not enough emotion around your why, it’s not a big enough why because it’s not going to drive you. Like the example he just used is not enough. Why? For him or myself to get on our mats just to perfect our handstands just to perfect some part of our physical practice. There is a huge Y in the

14:52          ability to keep my body healthy, to feel good, to keep my mind clear so that I’m better at everything. I’m a better husband, I’m a better father, I’m a better brother, I’m a better son. It helps me become excellent in all areas of my life and that is a big enough life for me right now. And that’s how my practices evolve just like Chris’s.

15:08          Yeah, and the side benefit of that is then like we said, you get to relate to the students at every level of their practice. Like we’ve been open for 15 years now and we have students who have been with us the entire time, even before we opened up the studio. And because we continue to practice, I can relate to where they are now at their level of experience. And that their level and lifetime of their practice. Super valuable. So the real like what does winning look like for the beginning? It’s teaching and like doing it, doing it when you don’t feel like doing it and practicing when you don’t feel like practicing because you’re connecting to the big why and you’re just putting in the time to stay connected to what’s most important to you in relationship to your practice and in relationship to your teaching.

15:48          I’ll add to that. You’ll also feel that one of your students comes up to you and says, I have been going through the toughest time of my life and coming to your classes has helped me in such tremendous ways. I can’t even describe it. When your students share those victories in their lives, there’s intense experiences they’re having and how coming to your class has helped them in their lives. That is, that’s what winning feels and looks like.

16:11          Yeah. So you want to do lightning round on me? Speed round on you. All right. Let’s finish this episode off and do a speed round on Chris. Listen to a couple of the interviews that we’ve done. We always end with a speed round, and John, just do this at me. So tough. Everybody off the cuff. Here we go. Speed round. Chris, answer the questions as I read them out to you. So my favorite food is a used to be Angela [inaudible] and now it’s Tenpay tacos. I like it. The book everyone must read is untethered soul by Michael singer. It’s part of our required reading for our teacher trainings. I feel most alive when I’m surfing. Whew, man. Ah man. Let me qualify that when I’m inside of a barrel surfing. Oh, and that’s actually the moment that you get spit out of it. It’s like being born again.

17:04          People. Oh my God. So good money is a tool to buy back my time so that I can focus on what’s most important in my life. My number one passion in life is yoga. Come on, dude. Freedom means, Oh, freedom means acknowledging that I have a choice in any given situation. To see the situation in a way that lifts me up or at least gives me insight, or at least very, very minimally does it. Let me fall into this victim mindset, sweet a God or source, whichever word like to use. God is everywhere all the time and is loving. And last but not least, when people remember me, they’ll say he really gave a shit. He really cared. Yeah, that’s it. Amen. That’s it for speed round. All right, Chris, take us out. Thank you for listening to yoga entrepreneur secrets. Please rate, review and subscribe and as you’re reviewing drop a question and you can be featured in the next Q and a section of our, one of our episodes upcoming. So thank you so much. Do the work. Honor the struggle and make the world a better, a place to live. Peace, peace.

18:29          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


22: The Power Of Sharing Your Journey And The 2 Biggest Lessons That Forever Changed His Life | Interview With Josh Forti

Yoga Entrepreneur, Yoga Business

What Is This Episode About…

In this episode, John and Chris welcome Josh Forti, a 25-year-old entrepreneur, and expert in the Facebook group industry. Josh has helped his clients grow and manage over 5 million followers on social media and generate over $3 Million in revenue. 

He has a 30,000+ member social media and digital marketing focused Facebook group, is a speaker and recognized thought leader featured in Entrepreneur Magazine, Huffington Post, Buzzfeed, Grant Cardone TV, and Chicago Area Radio.

He is very passionate about sharing the most modern and effective marketing strategies with entrepreneurs and companies aimed at making the world better. He’s a really fascinating individual and he comes on to talk about his journey as an entrepreneur, and share all the actionable lessons he has learned that we can apply on our own entrepreneurial journeys. Stay tuned for all that and more.

Key Points Discussed:

  • Overcoming all odds and becoming an entrepreneur: Josh’s backstory (02:45)
  • Starting out on the quest to finding out how to be successful in all areas of life (14:27)
  • Livestreaming his way to success and following Gary Vaynerchuk’s advice (17:06)
  • Sharing the vulnerability tied to a vision even when you don’t know how to get to the vision (23:10)
  • Being uniquely yourself but modeling what’s working (30:13)
  • How shifting his identity and practicing objective thinking changed Josh’s life (34:01)
  • Creating your identity and brand starts with you (48:50)
  • Getting success by becoming a person who is worthy of not letting go (55:08)

Learn More About The Content Discussed…

Join The Facebook Group –>

When Was It Released…

This episode was released November 20, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


Josh:               00:00:00 Objective thinking probably changed my life more than anything else ever in my whole life ever, except for maybe my faith. It allows you to see clearly when nobody else can, or nobody else does. It allows you to look at things for what they are, not for what you want them to be, not for what they are positioned as, but it allows you to have the clarity to see facts. And, when you use objective thinking, you can look at any situation and you can remove yourself from it, even if you’re involved in it, and you can look at everything including your emotions as facts.


Intro:              00:00:32 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


Chris:              00:01:02 So, welcome to Yoga Entrepreneur Secrets. We are super excited for this episode, because we are interviewing a good friend of ours, Josh Forti. Now, go ahead John.


John:               00:01:12 So, we met Josh at a mastermind event called OfferLab and one of the coolest things is when he sat down in front of… really in front of anybody, but when he sit down in front of us, he broke us down as far as what we needed to do on social media like, like literally like, we just paid him a couple thousand dollars to do it. It was so much information, so good, and so life-changing. And, speaking to everybody at the event, he did the same thing with everybody too. He just loves to give and loves to change lives.


Chris:              00:01:39 Yeah. Loves to serve and like, and so we’ve now… we’ve… we went to OfferMind, and we hung out, we went on a run, we like chilled, we had great conversations for like all hours of the night. So… so we know more about him, and like, he has this really awesome, interesting, like the backstory to his upbringing. He’s accomplished so much already. He’s owned multiple businesses, he’s sold businesses, he has hacked and is an expert on social media, and now he’s like in this process of reinventing himself. So, we’re going to dive into all that, but first, we just want to say thank you so much for taking the time to be on our podcast.


Josh:               00:02:12 Yeah guys, I am so excited for this. And, it has been really quickly that we’d become friends. When was OfferLab, was that like May, I feel like?


John/Chris:         00:02:21 Yeah. 25th. Yeah. End of May.


Josh:               00:02:23 Yeah. End of May. And like, now here we are. You guys came on my podcast, I’m on your podcast. We’re like homies. It’s like… great.


Chris:              00:02:30 That’s right. So Josh, tell us where are like, the… are people who are in like, entrepreneurs, but in the yoga space.


Josh:               00:02:36 Yeah.


Chris:              00:02:36 So, you’re an entrepreneur through and through, and tell us like, how you came to be that, like what… what was your backstory? How did you get to where you are today?


Josh:               00:02:45 Oh man. That’s… I don’t know how people that are like, in their forties, fifties, sixties, that have been entrepreneurs their whole life answer that question, because I’m already like trying to figure out how to answer that question. But long story short, when I was 11 years old, or on my… over my 11th birthday, my family… my dad quit his job, sold our whole house, packed everything that we had in the back of an RV, and we drove from Los Angeles where we were living at the time, to a little itty-bitty farm town in the middle of nowhere in Indiana. And so, from there, grew up on the farm, always had like this entrepreneurial bug. Right? Like, trying to start businesses on the farm, and like, hustling and working, and long story short, after many failed attempts, and going in and out of like serving jobs, and sales jobs, and like things like that, I finally was like, “I’m going to go be an entrepreneur.”


Josh:               00:03:28 I didn’t know what that meant, but I was like, I’m going to do it. And so for me, I didn’t have any money and I always thought that to be an entrepreneur you had to like how tons of tons of money and or take out a loan or something and it was, you know, hundreds of thousands of dollars in overhead. And then I found this thing called Instagram. And you know, at first I thought Instagram was the dumbest thing ever until I watched a little masterclass, little webinar, right? And they were like, you can make money on Instagram. And I was like, no way. This is awesome. And so I got started on Instagram and really just started posting valuable content, actually started in kind of like the motivational space. And then actually ironically moved into the fitness base, which I was not like a fitness person back then at all.


Josh:               00:04:05 Like I had the worst diet, I had the worst habits, I the worst, everything. And uh, but Hey got followers, right? So started growing pages there, started making some money there and that kind of just blew up and led one thing to the next, to the next. So fast forward, gosh, it’s been like three and a half years now. I started an Instagram agency, sold it to my business partner or got out of it, I should say, kind of a sale. Like it made a little bit like a couple of grand, but no, bring them really the sale part of the ways and then learned more marketing side of things and I’m really, really summarizing everything. But through a transition of a bunch of things, I made a good deal of money and had a fair amount of success early. Very blessed. Nothing like earth-shattering or shaking, but earth-shattering or shaving for my life, you know what I mean?


Josh:               00:04:45 Like coming from a farm town, a background of making $25,000 a year, you know what I mean? Like all of a sudden you make like a quarter-million and you’re like, Oh my God, gosh. You know what I mean? Like it’s insane. Right. Um, and so then had a quarter-life crisis, if you want to call it that, like kind of hit the top for me. And then like just [inaudible] tanked because I didn’t know who I was and I was super stressed out. I was working 18 hours a day and that’s when I really started focusing on success in all areas. And that’s what I really started focusing on. My mental health, my physical health, um, my eating habits, my mindset habits, building sustainable businesses, um, and things like that. So that was like a year and a half ago or just over a year, a half when I kind of hit rock bottom in the last 18, 19 months for me has been this process of learning about mental health, learning about mindset, learning about physical health, learning about like everything involved in that, along with business and building a business.


Josh:               00:05:37 I recently just sold my agency and we’re getting ready to go travel and just super, super cool. But what kind of my backstory is social media. My background is social media, social media marketing, 5 million followers, grown and managed on social media. About 3 million in revenue done. Not like, not only personally, but like, you know, for the clients and staff that we’ve served. So the free plan.


Chris:              00:05:54 That’s awesome. Yeah, that’s huge. And so when you got it initially and you found social media and Instagram specifically, was it purely like, man, I just want to make money. That was like the overarching, like this is what I’m doing. I want to make money, I want to make money as an entrepreneur. I don’t want to work for anyone else. Or is there anything else that was there that was like, man, this is why I want to get into this?


Josh:               00:06:11 Yeah, no, it was pretty much just I want to make money honestly. But more importantly though, it was, I wanted to be free. And I think in my early days, the vision was I want to make a ton of money. Right. But the immediate, like the ultimate driving factor, you know, when you look at human psychology, which I mean huge on [inaudible] no, there’s two driving factors in every decision that every human makes. We either want to move away from pain or towards pleasure. And that moving away from pain is a much stronger driving force. And that was what it was for me. The pain of not having money, the pain of not having freedom, the pain of I had to report to a boss and I am not a good employee. Right? Like I clash, I have a strong personality. And so when I first got started, it was Holy cow, I can make money and I could quit my job and I don’t have to have $100,000 to do it. You know what I mean? And that was like this like earth-shaking, groundbreaking moment for me when I realized that I didn’t have to take on debt or go into raise hundreds of thousands of dollars to go start a business.


Josh:               00:07:07 Yeah, yeah. So you were saying like your first message business blew up and you were like rock and rolling and then you kind of nosedive like life kind of news dot nosedive for you. Like, tell us a little about what that, what the struggle was or what, looking back at it now, what was happening at that moment that like kind of forced you into that nosedive and kinda hit you hit rock bottom and have to rebuild again.


Josh:               00:07:29 Yeah. So it was interesting because it wasn’t, so my first, well I don’t want you to say my first company, there was a lot of failed attempts, right? But my first like, excuse me, success was a, excuse me, an Instagram story or I’m an Instagram growth. Hey, with a, an agency. And so we would, you know, people would come in and hire us to grow followers and we would like easy get 10,000 followers a month on an account, right? Like, and this was back in the days when you could do like 80% of stuff wrong and still grow. Now you have to be like 80% of stuff, right. And still hope you grow. And so there’s a little bit different back then, but we would go and do this. And so my business partner and I had two different visions for what the company was going to look like, which is why we split and no animosity towards him whatsoever.


Josh:               00:08:10 He’s gone on to do very well for himself. And you know, I have nothing bad to say about him at all, but he wanted to go more of the agency route and I wanted to go more of the education route. Like some people like want to have courses and do teaching because they think it’s easy. Right? And I’m like, if you think it’s easy, you have no idea what you’re doing, right? Like it looks easy because of, Oh, the profit margins are super, super high, right? And there’s instant deliverables and you have so much flexibility in what you can sell, but like shoots, it create a sustainable education. Business is hard. Like it is not easy, but I’m a teacher at my core, at my, my root. Like I love teaching people and I’ve been blessed through a road [inaudible] plus the amount of trial and error and trying and you know, doing it over and over and over and over and over again.


Josh:               00:08:55 I’ve been blessed to be able to learn how to teach really well and I can connect with people and I can break false beliefs just naturally. Um, oftentimes I don’t even know what I’m doing. Like it comes up consciously because I’ve trained my mind so much to do that and I’m like, I’m just so much more intense and passionate about it then other people are. And like that’s an element I don’t, I don’t think you can teach. I like some people have that gift. And so that’s why I say like entrepreneurship I to a certain extent, I think building a business is training like trainable. Like you can teach someone how to do it and like coaching is important. But there is an aspect of that teaching though. Like some people have that gene and some people don’t, more so than others. Right. And I think that that’s one of my guests.


Josh:               00:09:31 And so for me, I wanted to go that route. And so when I, when I pieced out from him, like I still had this element of like teaching, but I didn’t, I didn’t know what I was doing. Right. And so naturally when you’re a charismatic person that’s putting out content, like I’ve been told many, many, many times that I’m just an interesting person to follow. Right? And so I got people’s attention. I don’t know how I did it at the time, but I just did it. And so I had these big huge clients coming to me like Dave Woodward and Todd Dickerson and Steve Larson and like, like big names that are like, yeah, Hey, we want to hire you. Like, Hey, can you grow an Instagram account? Because it was like this new field. So what I’m going to do, I tell them no, right? I’m like, heck yeah.


Josh:               00:10:10 Like give me no money. Right, right. Let’s go. So that’s what I did and it was, it was super awesome and, and I served them really well and they were happy with everything. And actually I think every single one of them, I was actually the one that terminated the contract and Steve Larson was the single hardest personally then to do that for right? Like, Oh, that one was like a bullet. And I like almost didn’t send the message and almost incented almost incentive because like I love like I really liked working with people like Steve and Todd Dickerson and Dame and like these are like not only clients were, they were friends and so, but I got to this point where I was working 18 hours a day. [inaudible] I didn’t have a team, I didn’t have systems, I was doing everything and I was way too egotistical and way too prideful and way too arrogant too.


Josh:               00:10:51 Ask for help. Right? Like I wasn’t about to go get coaching. I had made it this far. And what are you going to tell it? A 24-year-old blonde shot kid that made a quarter-million bucks. Oh yeah, go get coaching. I mean like did you make a quarter-million dollars 25 or 24 years old? And it was just the worst. It was horrible. And I’m like, I laugh out about it now, but like I was super prideful, right? Like I was super egotistical. And so that would, what evidence inevitably led to my downfall was the fact that I wasn’t willing to ask for help. I was trying to do it all myself and I was not healthy at all. I feel like I grew up on a farm. You don’t really have a choice, you just work, right? And like you just worked so freaking hard. And so you have that in you.


Josh:               00:11:30 And then I’ve always been the go-getter. And once again, I think this is driven by my ego a little bit. Like I like to be the best. I am ridiculously competitive. So when everybody else would work 12 hour days, I’d worked 16 hour days, right when everybody else was clocking out at 8:00 AM working the night shift, I was clocking out at nine 30 right? Like I would just always go and I would push the envelope. And so for me, like I was hustling, hustling, hustling, and I finally got to this point where I’m like, I can’t do this anymore. You know what I mean? Like it’s, it’s not sustainable. And it’s always so funny because I’ll never forget like November, November of 2017 this is right before funnel hacking live, like three months before funnel hiking live of 2018 I remember sitting there thinking, someone’s going to break.


Josh:               00:12:09 You know what I mean? I don’t know. But it’s coming, right? Like, and I knew that and it was three months later, you know, like I pushed it out for three or four more months and like you get through the holidays and it’s nice because like I was away from family, so like I could still stay focused and hustle while all my clients were like kind of taking it easy. And so then all of a sudden like new year’s hit and then it was like the new year and then they’re all hustling again and you’re like, like, I can’t take it anymore. And it broke. And that’s when ultimately, so I broke, I canceled everything. And thankfully I’m the one that canceled it all. So I saved a lot of relationships. I did have to refund money. I did lose a tremendous amount of money. And I told ’em actually you might, you know Colton woods, right?


Josh:               00:12:51 Um, Colton’s awesome. And I told him for the listeners that don’t know, Colton kind of runs in our circle. He’s the brains behind Steve Larsen from like a logistical thing. And I told him, I remember at offer lab, actually when I met you guys, I told them this story, I was like, I blew like tens of thousands of dollars. Like trying to figure out my life then right? Like flying from Vegas to Miami and [inaudible] way too expensive hotels, like just trying to find something right then like just trying to figure the whole thing out. And when I hit rock bottom I was like, I thought I had a good mindset, you know what I mean? And I remember like laying there on the floor of my apartment actually behind this wall, like and like just having the whole weight of the whole world on my shoulders and like going like, now what?


Josh:               00:13:38 And when I canceled everything, I laid in bed for like six days and like just try to figure it all out. And it was this weird, like this weird sense of I don’t know what to do. And it was the first time that I had felt that since I started my whole journey, like I felt like that a lot beforehand, but not since I had started making money. Like I was used to getting up four or $520 paycheck every couple of weeks, right? Like as or every week, like I was used to be really like broke, right? Like, and then I had made money and now that was it’s not, I mean, I had money in a bank, but like when you go from getting $50,000 a month to like two grand a month, like that’s UB radically new idea. And I was just like broken inside. And I was like, what do I like, where do I go?


Josh:               00:14:27 Like what I do? And I remember lying there thinking, if mindset’s the answer, then I don’t have a good mindset. Hmm. And I’ve got to figure out what that looks like because I thought I did right. Like I was convinced that I was killing it and I was convinced that I was on my way to the top and all of a sudden now I wasn’t. And so that led me on this journey to, I mean, I ultimately started the podcast from there. I mean it didn’t for almost no eight months or nine months later. But the podcast, when you do an intro, it’s like w my big question was what does it mean to be successful? [inaudible] all areas of life, health. Well [inaudible] relationships, you know, spiritually like, and that was the big question. The big question that I have now, I’m going to figure it out.


John:               00:15:09 Yeah. So, so it’s almost like hitting rock bottom, Josh forced you to look at all the areas that it wasn’t just about financial success, it was, I need to now look at why am I here and what’s not right about all the other aspects of my life.


Josh:               00:15:24 Yeah.


John:               00:15:24 And that was also the birthplace of the thing. Different theory, correct.


Josh:               00:15:27 Yeah. That’s where it came out of a, huh.


John:               00:15:29 We’re like, okay, now I’m going to make this difference in my life. And I’m going to start teaching people how to do the same. Is that correct?


Josh:               00:15:36 Yeah. Well, and more so with the podcast, it wasn’t even to teach others how to do the same at that point. Like I knew it would eventually blossom into that, but it was just like, I am an attention hog. I get it. You know what I mean? Like I want eyeballs on me. Like having an audience changed my life. Like I’m not gonna lie about it, right? Like, it’s awesome. You know what I mean? But like I had the heart to help people and I was like, I bet you I’m not the only one here and maybe no one else’s has it this bad right now. I’m sure someone does. Right? But like maybe my audience doesn’t, but like they’re asking me what I’m changing and they watched me go through this. No, they don’t know all the details, but they like, they’re watching me of all.


Josh:               00:16:12 And so I’m like, I’m just gonna start a podcast and I’m just going to tell my story. I’m just going to go figure it out. And I haven’t made a dime for my podcast yet. You know what I mean? And like just teaching people what I was doing, like sharing the story like, and I just tell him, I’m like, I hope this betters your life. Like I’m not going to create content specifically for these people yet. Like I’m just sharing what I’m going through and I hope you guys can resonate with it. And it took me, I mean it was six months before I started bringing people on. I did three episodes a week for six months solo, which is a lot harder to do than it sounds.


Chris:              00:16:46 Yeah, no, you’re listening to this and you don’t do a podcast. It’s hard to or like to put your mind in the place that what’s required to be able to fulfill on that three days a week. Now we’re doing right now one day a week and we’re like, all right, it’s manageable. We can do it. Triple that. And we’re like, we’re crashing and burning. There’s no doubt.


Josh:               00:17:06 Right. And so, and like the dynamic of, and I’m not trying to like downplay you guys at all, remember, but like the dynamic is different when there’s two people, right? Like when there’s one person, like I like having other people there. It’s way easier, right? Like I’m the live stream dude. I live-streamed my way to success more or less. Like what put me on the map was I live stream for like, I don’t know, I was like 200 and some days in a row, right? Like every day I didn’t miss a day. Right. And like that really set me apart because people would like, couldn’t get away from me. I was just in their newsfeed all the time.


Josh:               00:17:37 And so for me, like doing that was great, but I was able to have conversations because people could talk to me in the comments and so that was what I was used to. And then all of a sudden I’m sitting in front of a mic and I’m staring at a wall and I’m talking and there’s no feedback coming back. And I’m like, well this is radically too, you know? And so like going through that, it took me six months to really find my voice and I always went back to, you know, Gary Vaynerchuk, what Gary Vaynerchuk said was like, you just keep putting out content and you just keep doing it and you keep doing it and keep doing it and keep doing it. Al will tell you, there were so many days when I’m like, no one’s listening. You know what I mean? Like, yeah, we’re getting downloads, but I’m like, where’s the feedback?


Josh:               00:18:19 Right? I’m promoting this on my Instagram. I’m talking about it, I’m doing it. And like I’ve got followers, right? Like I had 20,000 followers when I’ve started, you know, 25,000 when I started this. And I’m like, why are you guys interested? You know what I mean? Like I would get great feedback in person and every now and then like people be like, dude, I love the podcast when I would ask them, but I was like, why aren’t people resharing my content? Right? Like why aren’t people telling me his stories? And then like, you know, six months into it, that’s when it started happening. And it was like one person would reshare then too and seven and this and now all of a sudden it’s like, Whoa, they’re all starting to come out of the woodworks. Right. And like, Oh my gosh, like my podcasts actually doing something.


Josh:               00:18:53 And it took six months of, it was a hundred episodes, a hundred episodes every I ever, and like that really, really changed and it was just me sharing my journey and sharing my story and I was building a business at the time, right? Like this was not my source of income. So like that on top of the business, which actually I think gave me content, right? Like God, I can just share the struggles of that. But it was like I’m going through these mindset shifts. I’m going through my identity. My brother died during the time of it too. Like that’s a whole like that one mess you up and like so like sharing the story, like trying to be in the Headspace to lead. Yeah. It gave me like my podcast became this outlet of just, I was able to just share my thoughts unfiltered and if people wanted to judge me for it, great.


Josh:               00:19:34 Like just don’t listen. You know what I mean? Like I’m just trying to figure out who I was and because like we have a, a pretty solid group like ever since I started, cause we look at like the metrics and the data and like downloads are going to be all over the place, right? Like some days you’ll get like hundreds and hundreds and hundreds of dollars and then the other day I’ll be like, Oh you got like 170 downloads today. Right. You know, like it’ll be like all over the place. But the one thing that I look at is like unique listeners. Right. And ever since I just started, once we kind of leveled off after the first month, like there’s been this core group of like three to 400 people. And like we’ll go in one week we’ll have like, you know, a couple thousand unique listeners and the next week it’ll be like this. But it kind of stays around that there’s always at least this 400 core group of listeners.


Josh:               00:20:12 When I first got started with it, that straight it has stayed with me like right from the beginning, like right away, like there’s three to 400 and I was like, those three to 400 people get to watch me evolve. And you know what? And like Russell Brunson talks about like your core thousand fans, like a thousand true fans, a thousand true fans. And I’m like, I know you guys are part of it. I thank you for that. And I would tell them that like on the podcast, I’m like, I’m figuring this out so someday we’re going to be big and someday it’s going to be awesome. But right now I’m just trying to figure me out. And that vulnerability allowed me to heal myself and allowed me to go and like I used to high key make fun of yoga. Like I used to like just that was for lunatics.


Josh:               00:20:48 Right? I’m like, you do yoga. Okay. Right. And then my girlfriend, she’s like, she would do it. I would do like yoga practices and I don’t claim to be like a yoga professional by any means, like even remotely, but like the breathing exercise that I would do and the meditation that I would do in the stretch. And I was like this, this heals me in ways that like, you know, medicine would, and this, this brings this sense of calmness that relieves stress and that like I can take so much more stress now. Yeah. Because I know how to just channel it out of me. Right? Like it’s like it takes me, I processes and I push it out. Right. And when you figure out how to do that, like that changed my life. And so this podcast was like my mental yoga, right. And the physical side of things as I was going through and just like sharing my story and sharing my story. So it wasn’t even so much to teach at the beginning. It was just to share and now it’s grown into something. That’s super cool. Yeah.


John:               00:21:44 That’s awesome.


Chris:              00:21:44 I just want, yeah, I want to stop for a second and just highlight for the listeners, like some of the gold. Yeah. That was just like expressed, which is like, one, the struggle is real. You know, like I don’t care. We all have a blind spot into other people’s lives that we don’t see that any successful person, whatever success means to you and to them, like it’s riddled with failures is grit with like waking up and not wanting to get out of bed because you don’t know what you gotta do that day to make it work and make yourself like go for the next mile and have no idea to, to continue to put out the message even when you don’t know exactly what the message is but, but to document the journey allows people to follow you in a way that is authentic and real.


Chris:              00:22:29 Because of the, I think for what’s really, really important is that most people want to present themselves as perfect. And I’ve got it figured out and until I’ve got to figure it out, I’m not going to put my message out because I want to be Bulletproof. And the real truth of what you said is the vulnerability to be willing to say, listen, I don’t know. I don’t even know. I don’t even know if this is for you yet. This is for me right now. And but to still continue to do it is the key to success because in the process of putting your message out of being willing to say, listen, I don’t know, that’s what people are like thirsty for folio, authentic, genuine, like human emotion, not some sugar-coated Polish DS that people are putting out there.


Josh:               00:23:10 Yeah. And I would also say like when you don’t know, cause like I see a lot of people that will, they’ll take that in, they’ll be like, well I just don’t know. And then they’ll go to tell it to their audience. I’ll just be like this emotional mess. Right. And it’s like, okay, that’s right. That’s fine. Like you can be emotional and you can share. But I would also add to that like share the vision. Right. And then when I would get on there and I would, I’d be honest with people and my Instagram stories it, it’d be like, cause um, I don’t know what I’m doing with my life, but like, you know what I mean? Like I know I don’t know what’s gonna make the podcast grow. Yeah. I don’t know where I’m really, but I do know one thing, this podcast is like, the vision that I’m going is we’re building something big and we’re going to go solve life’s big problems. I don’t know what that looks like yet, but this is where we’re going.


Josh:               00:23:55 And when this vulnerability tied with a vision tied with this thing of just like, I dunno where, how we’re going to get there, but I know what I’m after, right? Like, and everyone’s like, well, I don’t know what I want out of life. I don’t know what I want out of life either. But you know what, I, you know what? I know what’s important to me and when it’s important to me is finding truth. And what’s important to me is knowing truth and what’s important to me is making a positive impact in the world and asking big questions in life. And so I just share that. I was like, I don’t know how I’m gonna get there. I don’t know if it’s going to be a podcast forever. I don’t know if it’s gonna be this, but people you’ll buy into that. And it was so cool.


Josh:               00:24:27 Like even just yesterday I made a post in my Facebook group, I have a Facebook group of 30,000 members and it used to be like just this raging Facebook group. Like it was so engaged. Like I would post in there and I’d get hundreds of comments on like every post, whatever. And just through my whole life crisis of everything and whatnot and starting these businesses like that kind of died. And so the engagement isn’t great in there anymore. Right. And so I made a post, an edited, I think it was yesterday, and I was like, should I kill the group or should I bring it back to life? And the amount of comments that people that were just like, well, whatever you do, I don’t care. Just like tell me where I can follow you. Or, Hey, Josh, like I’m just a fan of you.


Josh:               00:24:59 Like I’m not, I don’t care about the hook that you use to get me into this group. I’m like, I’m following you. And I’m like, Whoa, that’s so cool. Right? Like I don’t know why you’re following me. Like I wouldn’t follow me. I don’t think I’m that interesting. But all these people, you know, they, they connect to you emotionally when you have this bigger vision. And for us as entrepreneurs especially, I think that people in the yoga space to like really get it. Like [inaudible] we’re called to a bigger purpose. Like we understand there’s that, there are, that spirituality plays like this huge part in our lives, especially in entrepreneurship, right? Like, what’s going to set you apart from the other businesses out there? The other yoga studio, the other teacher, the other, whatever it is, is like you just being vulnerable and being yourself.


Josh:               00:25:37 Right? And just being like, I don’t know, but here’s where we’re going. Right? Like, and I’m not gonna stop and I’m not going to, you know this and hope you can come with me and I, that’s how I, I mean, I just have, have a sales program, right? Like I teach sales and like in that group, I went in there and I was like, guys, they’re not perfect yet, but I want you to know that like, even though I don’t have it all figured out, I will not stop working until I do and I’m going to commit to serving you no matter what. And I hope that I can earn your trust, right? Like, you’ve given me money and I’m not gonna let you down. Right? And like people respect that, especially in today’s world because in today’s world, like, it’s super easy, simple to get someone to give you money, right?


Josh:               00:26:14 Like, you can connect with anything. So like they have 72,000 options. So when they buy from you, give them a reason to stick around, you know what I mean? Like, give them a B different. And the way you do that is your single greatest differentiation factor. Like is you, and like we all have that superpower. And it’s like, Oh, well if everybody has the superpower, then nobody has it. I’m like, yeah, this is the one thing where that does not actually apply. Every single person is different and they have, nobody has the same story but, and people are like, well, no one’s going to relate to me. Yes they are. You know why? Because we relate in what we relate in emotion and there’s only so many emotions in the that every human being can feel. So like while we all have our own unique story, we all can relate on this human emotion spectrum because we all know what pain feels like.


Josh:               00:27:00 We all know what sadness feels like. We all know happiness and excitement and desperation and inspiration. Like we all know what those things feel like. And so if you can use your unique story and people just buy into that, they’re going to have this emotional connection to you that they’re never gonna want to look away. And if you can just bring that intensity and bring that being like, here’s who I am and if you don’t like it, there’s somebody out there that’s going to, and you do that with just love and passion and just people will stick around for it. And it’s just so funny to me and I don’t, I don’t want to get political here. I mean, unless you guys want it, I’m happy to talk politics if you want, but like if you don’t want to go there, this is not a political statement, but it’s always funny to me because I’m a pretty vocal person.


Josh:               00:27:38 I am pretty open in my support of particular candidates, right? And there have been people that just rail on me. I mean just to the straw. And you know what? When I put out my offers and when I offer my strategy sessions, guess who are the people on there signing up? And like I just recently did a push and I was like, there are three of you on here. Absolutely. Just hate my guts on the internet. But as soon as I’m here to help you, you’re right there. Yeah. People buy into you. Right? And if you’re truly yourself and you’re truly authentic, deep down inside, as much as people will never admit it, they are able to look past differences. [inaudible] follow you. They might hate you, right? But they will come around if you are [inaudible] if you flip flop and you change, they’re not gonna like no one’s going to care. But if you stay the same to say this is where I’m going, this is where I’m headed and yup, here’s how I’m getting there. Now there if they buy into your vision yet, like I’ve flip flopped all over the place. I’ve flip flop from Instagram to Facebook groups to just social media, to podcasting, to sales, to a bottles. But you know, it’s all been the same. My big time vision of where I’m going and that’s what people buy into. So sorry about that little rant there, but like people need to understand


John:               00:28:50 it’s gold. Joshua’s gold. If you’re listening right now, you like go back and listen to that again. Cause that was like, that was brilliant. That was brilliant.


Chris:              00:28:57 So let me ask this though, ’cause it’s true, like to be your authentic self and to present that and hold true to that is like what is the biggest magnet that you can hold up to attract people to eventually follow you, buy from you, whatever it is that your end goal is to help them. Right? But at the same time there’s this big push to model others and to have a framework that you’ve learned from others and then like, so where do you balance the two of like it’s in the entrepreneurial world of like, okay, I want to like I want success leaves a trail. So I want to model the people that are successful and do what they’re doing now. But I’m also like have to be an individual and express myself in my own unique way. How do you balance that? Yeah. So


Josh:               00:29:35 do you guys want football at all? A little bit here and there. A little bit here and there. So like, I don’t know if this is the best analogy, but it’s the one first came to my head, right? There is a set of rules that every team in the NFL must be followed by, right? A playbook, right? You’ve got to field, you’ve got rules, you’ve got guidelines, there’s a framework upon which you run your team, you’ve got 13 P or have you got 11 people on the field right off as defense or whatever. But the Miami Dolphins and the New England Patriots, our two very, very, very, very, very different teams. Right? One is like the most dominant team of all time ever. And the other one, well Cleveland Brown’s Miami don’t like someone just sucks. Right? And they’re very different. Their office looks different, their dynamic looks different.


Josh:               00:30:14 Tom Brady is a different human being than any other court, you know what I mean? Like they’re just different. They all follow the same framework, right? It’s all the same stuff. Like [inaudible] they all have the same materials to work with. But Steve Larsen I think said it best when he’s on, when he was on the offer mind stage. Uh, two years ago, not this past year, but the one he said success is 80% frameworks and 20% you okay. So there is a piece of you [inaudible] you get to be free to express your own creative genius and then there’s like 80% of it that you just follow the frameworks. A skyscraper. All every single skyscraper ever built has an amazing foundation, right? It has to, it all has to have pillars that hold it up. It’s all got to have yeah. Windows and meet all the codes and requirements, whatever.


Josh:               00:30:56 Yet skyscrapers can look radically, radically different inside and out. Okay. All the fundamental foundational principles of how to build a skyscraper don’t change, right? So when you’re being yourself, like there are laws of influence. I wrote a guide called, I don’t want to pitch here or whatever, but like a, it’s a sales framework, right? And it’s called the ultimate sales framework and it talks about the eight principles of influence, right? It’s free. I’m really not pitching you. Okay. But it talks about that and when you understand human psychology, human psychology was the same 3000 years ago. A thousand years ago. It today and will be in 20 years or a thousand years for as long as humans are around. Like human psychology and decision-maker is not going to change. Same principles with business. The principles upon business don’t change the way we deliver those principles, the way that we build the business, the way we use those may, but the core foundation doesn’t.


Josh:               00:31:46 So what you do is you model the framework, you look at it and you go, okay, I know that I need to provide value. Like that’s the thing that we all have to do. How you go about doing that, that’s up to you, right? So I know that I need to go and have a core offer to build my business. How you do that might look very different. Like my core offer may be a $5,000 offer. Why somebody else’s core offer might be a $97 offer and they’re selling to masses and I’m selling to high-profile business owners, right? So like the way that you go about your messaging or whatever, like it has to follow psychology and it has to follow the frameworks of business. But you get to deliver that in a way that’s uniquely yourself. And some people buy into it. Like, remember there’s 7 billion people on the earth, right?


Josh:               00:32:27 You are not unique. All right? Like you are unique because you’re you, right? But so is everybody else, right? So like my point is is like your audience is out there and so when you go and just become uniquely yourself, but model what’s working, then you get to basically build your skyscraper and make it look however you want it to look, but still make sure that it’s not going to fall over when the wind comes. Right? And when the storm comes. And that’s what ultimately allows you to be different than everybody else. I’m really weird. But if you look at my business model and my success, you can draw parallels to every other person that’s had success. It’s just delivered differently.


Chris:              00:33:04 Yeah, that was great answer. So let’s pivot a little bit. You kind of talked about it. You’ve been into positive psychology. You’ve been into like you’re getting quantum physics, you know, number science and like, and you’ve been deep-diving into all of that. Right? So and this is a big question, like all the information that you’ve gathered, what’s like one or two of the lessons within one of those that has been like that? Like I know, I know it’s stuff that is still it because it is a John like one of the things like we’re cut from the same cloth because like we love those topics and then dive deep into it. It’s really all about yoga but that has impacted your life, your business like generally had the biggest, like the biggest impact on me.


Josh:               00:33:42 I wrote a book or a guide called mind shift playbook, like just under 70 pages talking about the five biggest shifts in my life that ultimately led me to where I’m at today. And I would say the two biggest ones there, I’ll start with the one that is less profound sounding but is more of an act and that is objective thinking. Objective thinking probably changed my life more than anything else ever in my whole life. Ever except for maybe my, like my faith objective thinking allows you to see clearly when nobody else can or nobody else does. Objective thinking allows you to look at things for what they are, not for what you want them to be, not for what they are positioned as. But it allows you to have clarity to see facts. And when you use objective thinking, you can look at any situation and you can remove yourself from it even if you’re involved in it. And you can look at everything including your emotions as facts. Okay? So when I look at a situation, I can be like, Aw man, that situation is so depressing. No, it’s not. That’s how you feel about the situation. So when I use objective thinking, instead of looking at that situation and going, Oh, that situation sucks.


Josh:               00:34:51 I look at the situation for what it is. And one of the facts of that situation is that that situation makes me feel sad. [inaudible] so that emotion now becomes a fact, right? That’s how I feel about it. That is simply a fact about the situation. Now I can take a step back. I look at a three-D version or three-step back version of the entire situation in life, no matter how small or how big I can look at the world, I can look at everything through a lens objectively and take myself out of it. Think of it like looking down from outer space, right? Like you’ve ever had an out of body experience. That’s what it’s like, right? You look down and it’s like, Oh, here’s what it is. You look down from a plane and you see all the cars and you know everything moving around.


Josh:               00:35:25 You kind of have a different perspective of how the, that the city works, right? That’s what it is that you’re doing. That single greatest thing freed my mind more than anything else because it allowed me to go, all marketing is crap. All politics suck. Everything that’s out there is literally just a big ploy to make you do whatever it is that they want you to do. Now, are those things bad? Well, look at it objectively. We can say that some people think that those things are bad and some people think that those things are good. But once again, those are simple facts about this scenario. So we look at that and you can now take every situation and flip it on its head and you can go, Oh man, I just lost $100,000 and I’m $20,000 in debt now and my business stocks or whatever.


Josh:               00:36:07 I stepped back and I look at objectively and I go, okay, that is one fact. In the grand scheme of life, how does that fit into all these different pieces? And now I can have a much more clear picture of what I need to do moving forward. And when you look at things objectively, it’s literally, and it’s weird because like it’s actually like this, it’s literally like stepping out of the matrix, right? Right. It’s literally like breaking free and removing yourself from that. So I, everybody else is caught up in their emotions and how they feel and all that. You get to be like, piece, I’ll be right back. Take yourself out of the situation and be like, yeah, those emotions aren’t great and I might want to feel that way, but I shouldn’t look back to reality. Here we go. I’m gonna change my emotion now so that I can get to the result that I want to. I think that is the single greatest skill that I think I’ve learned.


Chris:              00:36:50 That’s awesome. Let me, let me pause. Yeah, yeah. Cause there was a second one there. But yeah, just describe is like yoga one Oh one present moment. Awareness. Being able to detach from the emotional content of a situation to be able to look at it objectively because each moment is called like a decision. It’s called for. And if you can be objective, just like you’re saying, you make better decisions, which means literally the course of your life. So now that it’s great, but how do you do that? And like practically in, in the moment of emotion when you feel like you’re called to be like his dog or angry or you know, like, like, because isn’t there an application to that? The concept. Awesome. But how do you apply that in the emotional moments of your life?


Josh:               00:37:29 You started small. So like I didn’t start like I used to be a PR, I got mad a lot. Like, you know, I grew up and you know, certain like my dad, I love my dad to death, but he used to struggle with anger. Life totally radically transformed human now and he’s one of the nicest, kindest, you know, things, whatever. But like I just struggle with anger too. Like I get super pissed off and upset about stupid things, right? And I’d yell or scream. I’m like, ah, but I didn’t start using objective thinking right then and there in that moment because I didn’t know how. So what I did is I started small and I created a ripple effect. So I asked myself simple questions of like, Hm, why am I doing things? Like why do I eat the way I eat? Let me, let me look at that.


Josh:               00:38:06 Right? Why do I go to [inaudible] bad when I go to bed? Right? Why did I get, and sometimes I had to reflect and look back at things. I’d get super upset and be like, why did I get upset at there? And so then when I’d go into a situation and I’d be like, I wonder if I could predict what I would actually do if something came up. And I’d be like, if so-and-so were to say this, I would react this way, Y right. And I would start to look at like kind of these trigger points, right. And, um, we’re gonna talk about, actually the next one kind of ties into this as well, but like, I started doing that at this very small level. And when I started realize that, yes, I was going to have to go into the next one here, but like when I started to realize that like, we’re kind of preprogrammed to do what we are going to do, right?


Josh:               00:38:42 Like our identity, our subconscious mind, and like we’re, we’re 80% 90% of what we do is kind of preprogrammed, right? Like, you don’t really have a decision about the next one. So if you can rechange change that programming, and that starts by little tweaks, you’re not going to go and beat an elephant. You’re going to take the first bite though, right? Like that’s how you go and do it. It’s not a one big Swallet. So like you go and you start on a daily basis and it takes time. It’s not like you just snap into it, right? Like this was months and months and months into making that I had to do this. You just go and you start to identify these little things of like, man, I got a rail on John here, man. Like, man, not zoom. Zoom was not working when we recorded this. His computers sucked, man.


Josh:               00:39:22 We didn’t have audio then. He wasn’t recording that as [inaudible]. So like I used to get pissed off and stuff like that. I’d be like, Oh my gosh, wasted my time. Bye bye. Why am I getting pissed off at that? Right? Like what would need to change for me? Not, why is that so upsetting? And then I just look at it objectively and go, Oh no, well how can I use this as a teaching moment? How can I use that as a learning moment? And like when you take back and objective thinking and you look at the big picture as a whole, you start to realize that all these little moments make up big moments. So if I can start to change the little moments, then I’m okay. When I get to the big moment, my subconscious mind is going to be programmed to not react in the way that it used to react.


Josh:               00:39:53 Now it’s going to be more programmed to react in such a way that is going to use this as a learning lesson rather than get pissed off and you know, be super upset about everything. So like starting small and it sucks because we all want to change immediately. I get it right like I want $1 million tomorrow and I want to be the perfect human tomorrow and I’m going to want to be the grand yoga master right tomorrow or whatever you call it, right? Like you know what I mean? Like I want to be that person now, but you can’t get there. It’s a little incremental thing just like everything else in life.


John:               00:40:21 And so the programming the mind is the second piece. So excellent.


Josh:               00:40:25 I identity identity identity is the second piece. So like, Hey, identity slash the subconscious mind. So by the time you’re 30 years old, the subconscious mind makes up, depending upon who you talk to, it’s 70 to 90% of everything that you do is subconscious, right? So the way that you think, the way that you act, what you do, how you talk, everything is subconscious where you’re going to live the choices you’re gonna make, everything. You just do it because you’re programmed that way. And I apologize you just program that way. So you look at that and you’re like, okay, well how do I change my program? Like what does that really look like? Right? Like why is my subconscious mind doing that? And it’s doing that because it has been programmed in the way that it’s been programmed. Like what’s causing me to go do something because I know that I will do things that are really, really hard because they are me. Even if I hate them. For example, like I might, and this is a perfect example, okay, it might be negative 20 degrees outside and it be so freezing ridiculous to call it.


Josh:               00:41:22 And I’m all nice and warm, cuddled up, whatever it is. And I want ice cream, right? Like for whatever reason I want ice cream and that’s just part of who I am. I’m an ice cream addict. I love ice cream or whatever. No matter how cold it is outside, I’m going to go get that ice cream, right? Because that’s part of who I am. I am just an ice cream fanatic and every Thursday night I’ve got to have my dairy queen. So I’m gonna bottle up and get warm or never when I would not normally do that, most normal sane people wouldn’t. But now why can’t I convince my mind to go do that same thing when it comes to staying focused on my business, right? Or all these things. And I’m just like, so I started to like study this. I started looking at it.


Josh:               00:41:55 I’m like, what makes somebody, or like, you know, for example, a drug addict, right? They will go to insane links to go get drugs, but they won’t. So stop doing drugs, right? They can’t stay. So why, and then I started looking at that and when I realized that identity, which the definition of identity is your view about yourself, when your identity is wrapped up in something, your body, your mind will go to insane links to get that thing done because you believe it is part of who you are. And when you believe it is something is part of who you are, there’s virtually nothing that can stop you because your mind now says no, that is who you are. You think that some snowstorm is going to stop you. You think that $100,000 in debt is going to stop you. You think any of those things are just heck no, it’s not right.


Josh:               00:42:43 Because that is literally your deep-rooted belief about yourself. And so that’s why like, you know, religion is still powerful, right? Because like for me, like I am a Christian, right? And so like my whole life, you know, I watched my parents or whatever, so like to, to violate something like that or to do that, like that is a huge, massive shift that needs to happen. So I started looking at that and I was like, well, what if I could just program my identity? That’d be pretty sweet. Right? And so when I started realizing how identity works and how identity shifts and how habits will go and change your identity, that fundamentally changed my life. And so when you can understand how identity works and how to change your identity, you can literally become any human being you, you want to be like you can accomplish anything that you want to, you simply have to take the identity of the version of the person that already has what it is that you want.


John:               00:43:34 Hmm. Yeah, that’s gold. We just, Chris and I just finished reading a book called essentialism in that list, essentially. No, it was, I’m sorry, it was a ton of cabinets.


Josh:               00:43:41 Ooh, I’ve heard that. I’m, I’m, I just ordered it.


John:               00:43:43 It’s so good. It’s a game-changer. He said, you will not rise to your goals, you will fall to your systems. And another, you can replace systems with standards or identity. Yup. We don’t rise for our goals. We fall to our identity. It’s exactly what you said. An athlete will always be an athlete, right. They’ll always see themselves as an athlete. So they’ll get up and do the run. They’ll get up and do the workout. They’ll go and do it. And we see people taking on the identity of yogis. The meaning I’m going to practice every day. I’m going to sit and meditate every day. I’m going to eat, right. I’m going to do these things that allow me to thrive. [inaudible] my body and what I’m doing.


Chris:              00:44:16 And the very reason people don’t do things is because it doesn’t align with their identity. Right.


Josh:               00:44:20 And I, this is exactly the right.


Chris:              00:44:22 And so adjusting the identity first, becoming in your mind, the runner is what will then compel you when you don’t want to get up run. Because I’m a, and that’s it. That’s interesting mental jujitsu that has to happen.


Josh:               00:44:35 Yeah. And I think one of the, probably the, yeah, craziest or the most blatant example of that is if you’ve ever been around a mother who has just given birth like their first child. Right. And I got to experience this firsthand. One of my best friends, like she like recently became a mother and like it was cool way cool to watch because the mama bear mode of like just caring and loving. Like she would do it anything for that child because that is her child and her thing went from, I’m an entrepreneur too.


Josh:               00:45:05 I am a mother. Right? Like, and so like when you have that and you see that, you’re like, Whoa, all right, don’t mess with mama bear. Right? Like, because that is her identity. There is nothing in the entire world ever that would stop her from projecting her child. Like until death pulls her away, she would go do anything for that. And like when you take it identity that seriously in business, if you can create that identity for people to buy into, like you look at Russell Brunson [inaudible] the die-hard. I mean, he calls him the die-hard funnel hackers, right? And you look at what he’s done in business and like you know, Steve Larson, probably the most identity field person with click funnels, right? Like if you weren’t a rip open my heart, it would bleed red and blue with gears inside. Like that is an idea density, right?


Josh:               00:45:50 Nike the same thing like arguably probably the biggest identity seller in the world. Right? Like it or at least in America, right is Nike and like the brand that they created, like listen, I don’t wear Adidas, compare it to Nike. Nike is my thing. If Nike puts it out and is automatically assumed to be good in my eyes. Right? Same thing with iPhone. I like that whole thing. I know you couldn’t pay me enough money just which to an Android-like you crazy. No way. Right. And that’s it. So that like when you realize that I will spend disproportionately too much money on these, the stupid thing, right. I will spend $1,200 or whatever it was to pay for the stupid thing. Why? Because even though the Android is cheaper and they say it has better features and they say it was whatever, doesn’t matter.


Josh:               00:46:39 I always laugh when Android users are like, iPhone 10 is caught, finally has the features or whatever is finally catching up to Samsung, whatever, two years ago or whatever. And I was like, and maybe someday Samsung will catch up to Apple when it comes to identity and actually building a brand, right? Like you guys, you know what I mean? Like you think features are stronger than identity. You’re out of your mind, right? Like who cares? Because we’re not just buying features. That’s not what makes the product. That’s not what makes the person, the person. People don’t care. We live in a consumerist society and so when I looked at all those things using objective thinking and I’m like, people do stupid stuff based on their identity. So I needed to figure out how to go out and change it identity and how to become the person that I needed to become, which ultimately happens through habit changes and changing your habits.


Josh:               00:47:23 But that was [inaudible] those two things. Objective thinking and identity shifts are probably the two single greatest that I’ve learned from a practical, normal human standpoint. I mean quantum physics is kinda huge deal, but like that’s the average [inaudible] it’d be like go learn quantum physics. Okay. Like that’s not practical. Right? So rev reality, right, right, right. Just go study the whole creation and design and the entire universe would you right. Like although it’s actually a good thing to do. Heck yeah, it is like it’s awesome. But like everybody can use the objective thinking like that doesn’t cost you anything. It’s very like it’s very practical. You can start practicing objective thinking today, right? You don’t need to take a course on it or anything like that. Like you can just do it. And same thing with identity shifts. Like you can go and learn about identity, you can start to change your identity.


Intro:              00:48:15 Like studying quantum physics is like a life long Trek to understand a fraction of a percent of it. You know what I mean?


Chris:              00:48:22 Yeah, totally. And as far as like we’re talking entrepreneurs now, like that identity shift piece, that one little bit of information is everything in success or failure of business. Yeah. You’re not connecting people on that level of identity. I don’t care what you’re selling, it doesn’t matter because you’re not offering what they really want, which is I want to belong to a group that looks and feels like me and that offers me the things that aligned with my values and my beliefs here.


Josh:               00:48:50 Yeah. And if you don’t like, and I think the interesting thing to is like Korean in the identity and your brand. Like yes, you do have to be intentional about putting it out there and whatnot, but like it just first and foremost starts with yourself, right? Like you ultimately set the tone for the identity of your brand, especially in like a personal brand type deal. Because like people watch what you do. Like people ask me all the time, they’re like, Josh, how’d you just keep showing up every single day? And I’m just like, how do you not? Yeah. Right. Like, you know what I mean? Like, what do you, what are you talking about this, this is my life, this is what I do. So like people would ask like, Josh, how do you live stream every day? I’m like, because I literally can’t fathom not right. Like if I miss a day it would be like missing a day of eating. Do you think about eating? No, you just do it. I live stream every day, right? Like I don’t have any more. But like you know what I mean? And so like that was the identity that I have.


Josh:               00:49:35 I was the live stream guy and so Ty Lopez, I was watching an interview with him with Tom bill billion and he was talking about how a large majority of his target market is 18 to 25-year-olds. Right. And a lot of people thought that in business like the, they’re the people that don’t have any money or like all this stuff and whatnot. And he goes because 18 to 25-year-olds are still figuring out their identity and who they are right after the 25 26 years old. Like you’ve kind of have a set idea of who you think you are as a human right. And the only thing that changes your identity, unless you’re intentional about changing it, the only way that say a 30 35 40-year-olds going to change because they’re in a routine, they’re in a rhythm, they have, they have accepted who they believe that they are, whether they like it or not, they’ve accepted it and now that has been their identity.


Josh:               00:50:19 The only thing that changes that is trauma. The only thing that’s going to change that is a massive trout traumatic event in their life. And you know, recently back in March, I went through a massive, massive traumatic event in my life or the death of my brother and like aye have watched how much that has changed my life and I am 25 right? So like my own identity shifts or like, Oh I can’t imagine someone going through that identity shift yet. 40 right when they’ve been in, in the, in their zone for 15 or 20 years. I’m just accepting things. And so to get someone to change their life to change who they are is very, very difficult. The older that you get, it’s possible. Right? It’s going to take time. But that’s why like I’m always trying to do dramatic things. I just sold my company and I’m putting every penny that I have more or less like into, okay.


Josh:               00:51:04 Camera equipment and editing crews and everything. We’re about to go take this huge world trip. It’s crazy. Like I said, people would realize the behind the scenes of what’s going in and the risks that we’re taking and I’m going to, I’m going to be making posts about it [inaudible] shortly about like some of the investments in the, in the risks that we’re taking with everything. People would be like, Josh, you’re an idiot. Why would you not just take the cash invested into a nice little something and just get your payout and like be safe for the rest of your life. And I’m like because the second that I become comfortable is the second that I be unwilling to change. Right. And if I’m not willing to change, if I’m not willing to shift and adapt, my identity needs to remain that I’m able to adapt.


Josh:               00:51:39 And if I let my identity go into this rhythm, uh, you know what? I wake up, I do my work, I come home, I watch Netflix. Nothing wrong with that, but that’s going to prevent growth. And that’s not who I am. I want to continue to grow. My identity is in growth. So, therefore, I forced myself through my identity to keep taking risks after risk after risk and hope that goes right. And you know what? If I hit rock bottom, you know what my identity says? [inaudible] says, we wake up the next morning and we do it all over again. You know what I mean? Like this is what you do. And so when you, when you take that now, your life is changed forever. And I was just laughing. People were like, what if I fail? I’m like, if you’re worried about it, if you fail you in the wrong business anyway like you’re gonna man, like it was wake up and do it again.


Josh:               00:52:21 Like if you’re worried about that, like yeah, it sucks. Like, yeah, if you’ve got kids like you got to think about them and like making sure that they’re protected and whatnot, but like, yeah, I ain’t going to make $1 million tomorrow and if you do, you’re going to lose it all the next day. You know why? Because what comes fast goes fast and you’ve got to build that up. So just like put your identity into his back, like be okay with you, you’ve gotta be okay with yourself. If you’re worried about what other people think of you and this whole entrepreneurship game, you’re going to either just die and not make it or be depressed the entire time. Because I can look at my buddy and I just did a post on, on Instagram the other day where I was like, winners focus on winning and losers focus on winners, right?


Josh:               00:53:02 Like if I am constantly looking to see what everybody else is thinking about me, it would be like, it’s so easy. Like, I have friends right now that are my age that are making $200,000 a month. I’m making $200,000 a month, all right, I got, I’m not doing that right. So I’m like, I could look at him all day long and be like, well I’ve got to catch him or whatever and as soon as I catch him, then there’s going to be somebody my age making 400,000 a month and as soon as like has to happen. You know what I mean? And so like you just stay in your lane, take your own identity, be okay with you and you should be able to look at yourself in the mirror and if you got 10 million bucks in the bank or if you have $0 million in the bank, basically have the same version of like opinion of yourself, right?


Josh:               00:53:37 More or less. And be like, I’m cool with me and my identity is not going to change based on the amount of money that I have in the bank or the amount of success that I have. And once you reach that point, then it’s all becomes a game and then it all just becomes, how do I build really cool stuff? And when you take this identity of an entrepreneur, of a creator, of a builder, you know my whole thing is I’m a free thinker. I am D free thinker and ever all my people were free thinkers, right? When you take this identity of a free thinker, you go and go like money comes and goes and like you’ve got the internet now. You ain’t got no worries man. Like you know what I’m saying? Like I don’t know why anybody’s worried about anything anymore. I’m like, you lose it all.


Josh:               00:54:09 Who cares? As you got the internet, like you can be in jail and make $1 million as long as you have it. You know what I mean? Like literally though, you know like you don’t have to be anywhere. You can sit in a hut somewhere and make millions. So like once you understand that and you go, all right, cool what I want to go build, then you can just go and do that. But it all comes back from identity, but you’re not able to see that identity. You don’t understand what identity that you need to take. You don’t understand like where you want to head until you learn how to use objective thinking because objective thinking brings clarity and you’ve gotta have clarity. If you want to know where you’re going,


Chris:              00:54:40 man, it’s a recipe for success. Everything just said we could just end it right there.


John:               00:54:45 Chuck people that kind of bring that point home to the listeners, know people that are stuck in nine to fives that are striving for security, they can get fired tomorrow, I think don’t have, is a false sense of security. So this idea that I’m gonna take, I’m going to stay with the 95 because it’s going to give me that sense of security and I don’t have to fail and I don’t have to actually try to build something myself. You don’t have security there either.


Josh:               00:55:08 And like even, yeah, I think that’s so important. And the one thing that I would say to nine to fivers is like, don’t get me wrong. I have done my fair share of hating on people that go to college and people that work jobs. All right. Like I get it. Like I’ve been rude to you guys. I don’t really apologize cause it serves a point. But if you are a nine to fiver, that doesn’t mean you’re a bad person. But if you want to become a nine to five-person that’s successful and you want to have security become a person that is worthy of not being let go. Right. Cause like there’s always the bottom feeders and there’s always the top leaders, even if there are two employees in your company, you know what I mean? Like I have, I have two employees that actually work for me.


Josh:               00:55:43 Right. And you know, like if we were to have a month where I couldn’t pay there, like, like we didn’t make enough month in my business for me to pay their stuff, you better believe that it’s going to come out of my pocket. I’m going to make, you know, pay for them until we get back on track. Why? Because like they’ve proven themselves, right? They’re there, they become indispensable. And so like when you take the identity of a producer, right? Like, yes, you could have a nine to five and still be majorly successful, but like go out there and become the person worthy of that. Perfect example of this is Dave Woodward, right? Like, look at, I mean that dude, he works for click funnels, right? He’s not the owner, but that dude has become so indispensable from ClickFunnels. ClickFunnels wouldn’t run without David. You know what I mean?


Josh:               00:56:23 Like, and so like when you have that, all of a sudden now you become someone of value. So is Dave and entrepreneur. I mean, I don’t technically by definition, probably not right? But it’s Dave and entrepreneur at heart and understands that identity like way better than a lot of people. Yeah. Because Dave has like made himself this person of value. So if you want security in life, become a person of value. Because when you become a person of value, when you become someone that like when people are around you, their life is better. People will always find ways to, to be around you and to, to include you into their, to their lives. So like there’s great depression, 2.0 and everybody’s out of work and you’re like, you know, you lose your job or whatever. If you bet a top producer, if you’ve been someone of value, you have proven yourself over and over and over again, guess what, you’re going to be the first person to be picked back up.


Josh:               00:57:12 Yeah. People are going to come begging for you when times get tough. And that’s why like, like, yeah, I do, I want to see the economy crash. No, but it’s Ghana, right? Like it’s common I guess on point. And so like, do I ever plan on working a job again? Like come on, but like, no, right. Like, no. But at the same time when the economy goes through, you know, crap or let’s say there’s a, I personally think that there’s a chance that it’s gonna be worse than the great depression. Will it? Maybe not. Maybe, but like when that happens, guess who’s going to come running the, the people that have the power. The people that you know are, are in control still. Cause there’s always going to be those people that they’re looking for the smartest, most brilliant people. They don’t care if you were an entrepreneur or employee beforehand. All they care about is can you help me right now? And when you’re that person of value, you’re going to be picked up just like that. And that’s the person that needed to become, whether you’re in a nine to five or not.


Chris:              00:58:05 Yeah, man, that’s awesome man. I had like a thousand more questions, but honestly, at that point, I think everything, if you’re listening to this right now and like you just literally everything, identities, everything, make yourself valuable, make yourself, I don’t care what job you’re in, make yourself indispensable is so, so good. So we’re going to finish this and we’re going to ask you, what is it? Five questions on this? The speed round. Speed round. Speed down. Ready for speed round. Alright, you go first. Brought me an aside. We’ll go simple first. You should have to finish the sentence. Oh yeah. Okay. My favorite food is


Josh:               00:58:41 at stake. I’m sorry.


Chris:              00:58:42 I know [inaudible] entrepreneur podcast, remember it? Could it be like no bullshit?


Josh:               00:58:54 No. Do you want to know what the, the real, the is a medium-rare filet like I’m so sorry. There is not a single food that like I like a lot of food like that. I just, I like, I love pizza and I love like, I like healthy foods too. You know what I mean? Like I love but like there is nothing that is more delicious than just a steak and [inaudible] to, I grew up on the farm where it was a hundred percent organic grass-fed, no grain-free range. Like I eat healthy steak, right? Like I, it’s not like an antibiotic filled that I don’t go to the Walmart and buy my steaks. Right. Like so like it is a much more natural version of it. Sorry. All you people that don’t eat meat but I love it.


Chris:              00:59:45 All right. Number two, the book everyone must read is.


Josh:               00:59:49 the Bible, but if it’s a nonreligious book, I would say Psycho-Cybernetics. Yeah. I think that’s singlehandedly the greatest book I’ve ever read. Non-religious.


John:               00:59:57 All right. Number three. Number three. I’m happiest when.


Josh:               01:00:02 when I’m myself, I dunno. I think I’m, I’m a pretty happy person. I think I feel most alive if I can change that question just a little bit. I feel most alive when I’m teaching on stage.


Chris:              01:00:10 Money is.


Josh:               01:00:11 a tool. It is the bloodline of what makes society works because it speeds up the process of exchange of value. Good answer.


John:               01:00:22 My number one passion in life is.


Josh:               01:00:24 making the world a better place and showing people that they can break free and know truth and literally live their best life that they possibly can ask. My why in life and why in life is to inspire people to break free no truth and live a fulfilled life by going out and doing what they love, making the world a better place.


Chris:              01:00:43 Freedom means.


Josh:               01:00:45 the ability to, how do I want to say this? Freedom is discipline. Freedom is the ability to choose to do something and stick to it and equally choose not to do something and go away from it.


John:               01:00:55 Good answer. Good answer. God or source God. It is.


Josh:               01:01:00 love.


Chris:              01:01:02 All right. Last one. When people remember me, they’ll say,


Josh:               01:01:06 gosh, I don’t know man. There’s a lot of things that give you remember by here’s what I would like them to, to think.


Chris:              01:01:12 Yeah, what’s your legacy? What do you want?


Josh:               01:01:14 Yeah. I would like to be known as the person that thought differently about everything that I did that sought truth above all else and lived in the truth that I knew to live someone that was completely sold out. Four God in whatever aspect, that truth, root God revealed himself through truth and someone that truly served others in a way that was so passionate and genuine because I actually cared not because I had an ulterior motive to do so, and I would also venture to say that that will change slightly when I have a family and I think that I would probably put loved his family as well in there, but I’m not quite at that stage in my life yet.


Chris:              01:02:03 Someone wants to continue to follow you and find you. Where do they do that?


John:               01:02:06 So we’ve got an entrepreneur, we got yoga studio owners, yoga entrepreneurs, other entrepreneurs that aren’t doing yoga and they need your help. How would they go about doing that?


Josh:               01:02:16 Instagram is the best place to stay in touch with me on a daily. I post stories there every single day. I can’t remember last time I missed one, like probably years. Yeah, adjunct, @JoshForti and we’re going to be starting a YouTube channel. Once I go on this world trip, we’re leaving guys. We’re leaving in like 21 days. Oh, I know. 23 days. I’m like, that is crazy. I’m like freaking out. But I would say YouTube, but I would say just Instagram. I have all the updates there, so Instagram @JoshForti and then I is the podcast. You can check it out, listen on your favorite platform, all that jazz.


Chris:              01:02:49 Yeah, it’s awesome. If you haven’t gone go rate review and subscribe. Yeah, go search for that one and listen to it. That’s awesome. But then rate, review and subscribe and just keep downloading because it’s just like it will literally, it’ll just change how you think about the world. It is so valuable. I follow him on like Facebook on Instagram every single day and it makes my world a better place. Yeah.


Josh:               01:03:12 W we try to, we try to bring on really crazy cool people to like, yes it’s entrepreneurial related and yes it’s but more importantly it’s about like changing perspective and thinking differently. Like today for example, actually you guys might like this one. We brought on a lady who she was told like she’s going to be sick her whole entire life and that basically she’s got to die essentially by like top doctors in the whole world and she healed her whole like she healed herself through holistic medicine and like it’s like normal now again. And so like people like that we bring on like dude, perfect big YouTube people like their manager. We had him on there. I’m Mr B’s manager. We bring out like Ryan Stewman, Steve Larson’s been on there like big, big time freethinkers people that are like really going about things. And thinking differently than the norms. So it’s, there’s some out there podcast for sure. Oh, and [inaudible]. I don’t know if I can say this yet actually yet, but I’m going to say it anyway. We’re working on and it’s not confirmed yet, so don’t hold me to it. We’re in talks right now. Would you have Jordan Belfort on there? Yeah. Well for wall street baby, let’s go. That’s going to be Epic if you got them on there. Yeah, we’re gonna try.


Chris:              01:04:13 Nice. Oh man, thank you so much for being on. It’s been a pleasure and man, I can’t wait to see what Think Different Theory ends up as at the end, what you’re like, what you’re doing, your world trip safe travels and I will definitely stay in touch.


Josh:               01:04:25 Thank you so much. This was so awesome and I appreciate you guys. I love what you’re doing. I can’t wait to come down to the studio sometime when we get over and I get back and thank you for having me on. I really appreciate it. It was an honor


Chris:              01:04:34 for sure. Josh, thanks so much. Right everybody listening. Thanks. And remember, do the work, honor the struggle and the world a better place. So you guys faces.


Outro:              01:04:44 Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.


21: Yoga Is Not For Everyone! The Big Problem In Thinking It Is, How To Figure Out Who You Really Serve, And How To Attract Them To Take Your Classes

Yoga Entrepreneur Yoga Business

What Is This Episode About…

In this episode, Chris talks about the importance of yoga entrepreneurs knowing the kind of clientele they want to serve. It’s very critical for a yoga entrepreneur to enjoy being around his/her clients because it contributes greatly to the thriving and sustainability of their business.

Chris will share the mistakes himself and John made at the beginning of their studios in regards to sending mixed messages to the marketplace because they felt “Yoga is for Everyone”, and how they got passed that. Tune in as he also shares the framework that will help you figure out who your ideal client is, so you can make money while enjoying serving your students.

Key Points Discussed:

  • The mistakes John and Chris made when they were starting out (01:57)
  • Figuring out your avatar or your ideal client (04:51)
  • The three markets: Health, Wealth, and Relationships (06:16)
  • Understanding your sub-market and where you fit? (09:36)
  • Crafting your message around who your who is (12:55)
  • The three biggest reasons why people go to yoga (16:10)
  • Delivering on the experience that you’re promising (21:13)

Learn More About The Content Discussed…

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When Was It Released…

This episode was released November 13, 2019

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors


00:00          What we want to really talk about today is understanding that your who, who it is that you want to serve, is like the very first thing we need to figure out as yoga entrepreneurs, whether you’re in a yoga studio ownership role, or whether you’re just like a solopreneur doing your thing and offering yoga and all the different places that you offer yoga. Regardless, we want to get really clear on who it is that we serve.


00:24          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.


00:55          Alright. Good morning. Friday morning, and here we are, Yoga Entrepreneur Secrets. And, we’re going over… Today I say we because I always say we. I am going over… John is here, he’s just not in the camera. He’s behind the camera and… I’m excited about this one. Because for years and years… so we opened up Hot House Yoga in 2005. Now, in 2005, it was… the whole industry was totally different. I mean, this is now 15 years ago. And so, like, it was so new. What we were doing, yoga studios were still like, it was not super common to have yoga studios in the area, in… like in the marketplace. Like there was… it was beginning, but we were like right on the cusp of like this whole idea of yoga really exploding. And so, we had the benefit of that because it was so new that just saying yoga was like enough of what in the marketing world is called a pattern interrupt for people to be like, “Wait a second. Yoga? Like, what are you talking about? What is this thing that you call yoga? What are these postures? Let me check it out.”


01:57          But, what we want to talk about today is, what we did wrong back then, what we’ve learned since, and the power of understanding you’re who. So the whole training today is about who is your who. And to finish the story, back in 2005 when we started, we thought that yoga was for everybody. Now, it’s going to sound odd, because I truly believe yoga is for everybody. I believe wholeheartedly that there is a style of yoga in this world that’s being taught in some community that people live in, that is perfect for them to achieve the results they’re looking for. I know it’s true because I just believe wholeheartedly in the process, and understand the value of what’s the service that we’re providing as a yoga community.


02:41          Now, what I also understand is, the “what I do” isn’t for everybody. Back in the beginning, when we first started teaching, the way we would message to the market, to the people who we wanted to attract was, it’s for everybody, so hey, if you’re this or if you’re that and if this person or that person, you’ve got this experience or that experience, then we want you to be here, because we can help you. And, what I mean is, in every single message, that’s what we were saying. Whether we were broadcasting that on radio, where we were broadcasting that on TV, whether we were broadcasting that in a local newspaper, or magazine, or rag, it was like, we would list all of the things that we thought we could help, which was basically a list of everybody who’s ever… that we could ever think about who has had any problem ever in their life that we thought yoga could help, and we would list it. And what happened….


03:33          Now, like I said, in 2005 like just by saying we offered hot yoga, it was enough of like, okay, they list all these things. Like I may pick out one of their things for me, but I’m going to try it anyway. Now the market is so mature that doing that people are like, no, that’s not for me. Why? Because when you speak to everybody, you speak to nobody. And so what we want to really talk about today is understanding that you’re who, who it is that you want to serve is like the very first thing we need to figure out as yoga entrepreneurs, whether you’re in a yoga studio ownership role or whether you’re just like a solopreneur doing your thing and you know, offering yoga and all the different places that you offer yoga. Regardless, we want to get really clear on who it is that we serve.


04:13          And there’s a process that John and I have learned that we’re now teaching that has worked for us really, really well. And so we’re going to take you through the process today. Oh, we’ve just done a, an advanced teacher training where we taught this in depth. This is going to be more of a 30,000-foot view. Let me give you some of the ideas. And so there’s just not, I want to keep these, these trainings a little shorter and so there’s just not enough time to be able to dive into the real mechanics of this. But this should give you a good insight into like, okay, how am I marketing now and is it effective what I’m doing now and can I make the tweaks understanding this, that may help it be more effective cause we want to reach the people who we know we want to serve.


04:51          And so it starts by understanding who is your who. Now we’re saying who is your who because it’s kinda catchy. But what we’re really saying and the other way of looking at it is that who is your avatar or your ideal client? Now, why is it so important to figure that out? Because these are the people that you’re going to be spending your time with, that you’re going to be attracting into your world and like they’re going to be the relationships that you form and you want to make sure that the people that you are attracting are the people that you want to be with, that you know, one you can serve and two, that are going to appreciate what it is that you’re providing. Because we’ve been there where we had like those students who they weren’t the right fit. I don’t know how we attract on or what message they heard that brought them in.


05:34          But I knew this was not gonna work out. And there was a period of time where we kept attracting the wrong students and we was, because the message we’re sending was the wrong message attracting the wrong people. So my first point is that why this is so important is that when I’m in business, whether or not a business is a relationship that you’re forming with the people that you’re employing and, or you’re employed by or, and the people that are coming in that you’re servicing. And so we want to make sure that the people that we are servicing are the people that we enjoy hanging out with and that we know we can help. So understanding this is really important because it’s kinda like what I want to be in this for the long haul and I want to make sure that the people that are here, that I’m serving, that I’m seeing, that I’m communicating with and I’m talking to, that I’m helping are the people that I enjoy being around.


06:16          That’s just selfish. But it’s also important for the thriving in the sustainability of your business. Uh, so let’s start jumping into it. And what I want to talk about first is the three markets. The three markets are health, wealth, and relationships. Now, I don’t care like we’re talking about yoga, cause this is yoga entrepreneurs secrets. But anything that you as a service that you provide, what you’re really providing is one of these three things. Is it health? Is it wealth? Is it relationships? Now, what’s interesting when I flipped the page and what you’ll see is that any service or product can be sold within health, within wealth or within relationships, depending on the positioning. And so this is what I mean, that’s the other side. All right? So we have the market, you have HWR, health, wealth and relationships. And for our purposes, because we’re talking about yoga, the submarket.


07:09          So as you go down, you’re like, okay, I’m in health, but my sub-market is yoga. Like you get, start getting more detailed as to what it is that you’re actually providing. And as we go deeper, it’s then who am I actually serving? When I get deeper into this. And so market health market wealth market relationship, the sub market as you go deeper is like okay for us, let’s just say it’s yoga, right? Generally yoga for each one. No this is what’s cool is that we think, and you may think this too and it may be true for you and what you provide that yoga, if you just look at it for the face value of it, it’s health of course people are coming in, they’re getting stronger, they’re getting more flexible, right? They are getting the mental benefit of conscious movement and conscious breath, which is then helping them like the mental clarity that’s created, right?


07:55          You could even say that is helping the relationship with themselves. Cause if you look at the deep and the core of what yoga is, it’s our sense of self that we’re correcting in the totality of what yoga offers. So what’s so cool is that yoga can actually be sold or position in the health market, in the wealth market or the relationship market. And what I mean is when you get to your niche, I may decide that I want to serve people with post traumatic stress disorder, right? And so that puts me squarely in the health market because they are unhealthy mentally from a past traumatic experience. And I want to help serve them so that they can be free of the PTSD. Now we’re still in yoga and I could say, you know what, my niche, I’m a business coach and so I wanna help yoga studio owners or yoga entrepreneurs or online yoga businesses to make more money [inaudible] so you could be in the yoga business because up market you could be a business coach and be totally people make more money in the wealth market.


08:57          I hope this is making sense cause all of a sudden what you think you’re providing, you may realize, Oh, you know what? I have a different niche. I’m pretty sure the people I’m talking to right now is we’re going to be squarely in the health and maybe the little bit in the relationships, but this is important just to understand the framework so that you can find out where your positioning is and then understand who it is that you want to serve. So this is at the beginning framework that’s going to help us get to that hoop. Now I could also say in relationships I teach yoga, but I teach yoga for marriages, right? I am a couples relationship yoga expert and that may be true. You may have gotten your training and it’s all around relationships. You may have been a therapist and then you got years yoga certification.


09:36          You find the blend, this beautiful blend of what yoga can do for relationships and use your therapy sessions and create this beautiful experience for people that helps them with relationships, right? So it’s really cool to see understanding the market, understanding your sub market and where you fit is going to start really getting more, giving you more clarity as to who it is that you’re serving. Now at the, you may be saying like, Whoa, that’s a lot of information. How do I know? Well, what we always say and what we teach is look at the start point is to look at your story. What brought you to yoga? What were you struggling with that you wanted to resolve that yoga? Like then you found yoga and yoga helped you experience it so much so that you’re like, you know what, I’m coming a teacher and I want to serve.


10:22          I want to serve because I want to help people like come, like go through and get past what I’ve gone past. I want to share it with others and then I want to do it so much. So then I’m opening up a yoga studio and I’m gonna get people coming through the doors. Right? And so once you have that story in mind, what’s so powerful about that is then you’re then going to craft who you want to serve around that. Now it may not be your story. So we’re doing that. A thought in the beginning, the advanced teacher training that we were doing like two weekends ago, there’s a woman there who she is serving the PTSD community now. She didn’t have it herself, but she was a member of the military and the people that she saw within the military, her, like her team and her peers within that community, she saw suffering.


11:09          And so what she wanted to do was help those people. And funny enough, there was another gentleman who, who actually had the experience of PTSD, was in the war and came back and was struggling with it and yoga helped them. So we have two people like serving the market of people with PTSD. Now what’s really interesting is both of them are in the military, but as you go into it, so let me finish the point part. One of them was like, this is my story. I use yoga to overcome my struggles with PTSD. And the other one was like, I didn’t have it, but I am called to serve that community because I was part of the community and I see them struggling and now I know what I have as a gift of yoga can help them and so, but my point is still part of your story is going to be the people that you want to serve, whether it is your story specifically or a story of somebody in the community that has called you to serve.


12:02          Now next level, this is where we’re really getting into the nitty-gritty is so let’s just use this PTSD, yoga and health as the example. There’s various types of people who suffer from post-traumatic stress disorder, right? And the example I just gave, part of that demographic is veterans who have been to war and have come back and they’re struggling. Another aspect of that is first responders, who every single day are putting their lives on the line and going into just unconscionable scenarios where their fight or flight system is like fired every single day. And that repetitive experience, whether it’s just one horrible experience or just the repetition of that, it just fires up the brain to be constantly on guard, right? And so they may be the type of person that you want to serve or people that have domestic violence in their past that have struggled to overcome that.


12:55          So even within the post-traumatic stress community of this, this type of niche that you want to serve, there are various types of people. Now this is what’s important as a service, what you’re providing for that specific person, the solution, the yoga, the product that you’re putting together isn’t necessarily going to change between veterans first responders or domestic violence people. But the way in which you attract those people must be different because the message I’m talking to a veteran about is not going to be the same message that I’m talking to someone who’s experienced domestic violence. So understanding your who crafts the message so that you can attract them attracted meaning, Hey, are you struggling with this? I have a solution. I, I’ve either been there or I’ve helped people get past what you’re experiencing. And then they’re like, yes I want to be past this.


13:46          And they say, what can I, what helped me? And you’re like, yes I can help you. And then all of a sudden you’ve attracted your who because you understood where your niche was, where they were, meaning what was their story? And then you told a story in relationship to what they experience, meaning your message to attract them because you related to them in an honest and authentic way. I hope this is making sense. This is so important. And so let me take it back to the yoga studio owners cause we have a lot of those in the group. So the yoga studio example is for most of us, I know there’s anomalies here, but let’s just take, I’m going to take, make a big sweeping generalization and say most of the yoga studio owners, they’re in the health market with the sub-market of yoga. And it’s general terms and like for us, this is our example.


14:34          Our niche is hot yoga. Within that market, we teach hot yoga. Everything we do, we turn on the heat and we do these two styles of yoga. Now, this niche for some of you may be on your Saara, maybe I and Gar, maybe Ashtanga. That may be your thing. Some of you have a studio where you’re like the where I do kind of everything all the time. There’s some challenges to that, but we’ll talk about it. So within that, I then have to know like this niche isn’t enough for me to know who that is. I have to get into saying like, okay, in my story, in my experience of what yoga did for me, who is it that I really serve? And my story is one of, initially it was pain. I was in martial arts physically in pain from the, the intense training that I was doing.


15:20          And yoga helped me alleviate that. And so I look at this and I’m like, Oh, I can speak to people who have body pain and they may not have the relationship of martial arts. That may not be the trigger of it. It may be aging, but I can still speak to the solution. The result that you can get from practicing at our studio in relationship to being out of pain. What I also know is I went through a period, right? Like as a business owner, as a father, as a husband, there are stressors in life that trigger me every single day and I know this practice helps me manage and alleviate that stress. Now the other third part, and I’ll talk about the broader, so this is my example and I, we actually have a, what’s called a funnel right now for our introductory package, and it’s John’s story of his acute stress disorder that happened because of martial arts.


16:10          So not only physical pain, but stress and how yoga helped alleviate from it. And so he tells his story on this landing page that encourages people to hear what he’s saying, to relate to what he’s saying. And then potentially come in and buy a two week unlimited to come in and try out to get the same result. So it’s so important. All of a sudden we have a message that we know who we’re talking to from our own experience or a person that our lives experience who were called to serve. And then we present that message within a story understanding what John talked about last time, vehicle, internal and external, false beliefs that the story helps to alleviate. So what we’ve done, the studies that we’ve found is that there are three big reasons why people come to yoga, right? So in whether it’s hot yoga, whether it’s a new start, when they think of yoga in the broadest terms of what they’re looking to alleviate, the results they’re looking for is stress relief, alleviation of body pain, and they want some type of alternative wellness.


17:07          Meaning the gym isn’t doing it for them anymore. Running’s not doing it for him anymore and they need something different that’s going to help them get the result they want. Whether it’s aging, then fighting the effects of aging, whether it’s just keeping the body in shape or whether like whatever it is, flexibility. So alternative wellness. The other thing is like in that is flexibility. So when I go back to the story I told them beginning in 2005 what we were doing was in every single one of these, Hey, want to get flexible, give back pain. Is life really stressing you out? And if you have one of those, but you see the others, what it says is, well that’s not really me, but when I now say, Hey, are you stressed? Here’s the story of my stress and how this hot yoga experience helped me and that’s it.


17:50          That’s the only message they get because then I know who to target because I know who my who is. My point with this is I then may have a different and different message to people with body pain. Now. Again, it may not be my physical body pain story, but it may be someone who I’ve helped give the result that they’re looking for. We have a friend who we’ve known for a long time. He came in with severe back pain, well he loves to surf and he wasn’t able to surf. It was literally like the passion that he’s most excited about in life. He wasn’t able to do. He’s come in and now he’s surfing. He’s like, he has a house in Nicaragua and he’s like planning on retiring early and going and living there and he was given that opportunity because of what hot yoga gave him the relief of his back pain.


18:31          That’s a powerful story. If someone has that and they feel how back pain is like been debilitating them in their life and it’s taking away the passions that they have, like the joy of living. That story is going to connect with them, but it wouldn’t connect with them if I also added and are you stressed and would you like to be more flexible state? My point is when you understand your niche and you understand your who, your who may be varied. Like in the yoga studio example, that’s why I wanted to outline this is that I’m not gonna devote all of my effort necessarily and say my whole yoga studio is devoted to body pain. You may choose to do that, but what we know is that there are the three types of people, and if I understand there’s three types of people and I understand what they’re dealing with, I can tell a story from people who we’ve worked with or our own story that can help attract them and get them to come in so they can achieve the same result that the story has told them that we’ve experienced.


19:22          So what we’re really saying is like niche marketing. Some of you have that very specific thing. I don’t, my sister who’s in this group, she wants to serve people with special needs. That is a very specific thing where she may not be in this stress, body pain, alternative wellness arena. She knows exactly and it’s a very specific type of person that she’s going to craft her entire studio, her entire business around serving that population. That may be it. But for us as a yoga studio owner, I am not focusing completely on one of these. I’m sending different messages to each one of those people to attract them. And what happens in that meaning I’m like paying for ads is I’m paying for information. Did that message work? It doesn’t mean it’s the wrong message. I may have just relayed it in the wrong way. The story may not have landed right.


20:13          I may have put it in the wrong in the wrong format. The headline may be off. I may be like missing the target within if you’re doing Facebook ads. So what’s really important is you’ve got to test it. And we’ve been doing this for 15 years and we’ve tested a lot and that’s why I can say confidently stress, body pain and alternative wellness. Now who’s got stress? Parents have stress, moms have stress, business owners have stress. So then in that I want to focus my attention on stress related to business owners. I can relate to them because I own a business, right? I can relate to parents because I’m a parent. You see what I’m saying? Like the sudden how even within this there are these little submarkets of people that you can attract. This is so important as as a yoga studio owner because wherever you land within the niche of what you do, understanding who you want to serve and understanding the story that got them to where they are allows you to send messages that relate to them that attracts their attention and hopefully brings them into your, your atmosphere, your orbit so that you can serve them.


21:13          The last thing is whatever this is, you got to make sure you deliver on it. Right? For us, we know that the methodology that we use within hot house yoga and what we teach and the concepts and the teacher trainings, it works. It works because we’ve been doing it for 15 years and we have the results, the social proof of people who have been practicing with for that long. And they’ve given us testimonials as to man, it’s changed everything in how I relate to stress and the stresses of my life. It’s totally like our friend who’s, I’ve got zero back pain. This is the place that’s done it for me. Right. So my point is, if it’s back to if you’re an Institute of yoga, are you sure that the classes that are being delivered to your students are giving them the experience that you’re promising?


21:54          Cause what we’re really saying with these when you get down to your who is your giving them a promise of some result and just make sure that you’re delivering on it. That’s the most important thing. So that was a lot. And I’ll try to condense it and keep it short, but I hope it was helpful. I know there was a couple of questions. John, will you, uh, do you know if that question all right, Karen, you said how to figure out why you’re marketing to a certain type. What makes you want to market to them? It’s a great question. So why you’re marketing to a certain type. It goes back to your story. Why? Like why are you marketing to a certain type of like the bigger why is that’s the only way your marketing is going to be effective. You have to know who you’re talking to.


22:35          If you don’t know who you’re talking to, then you have no idea how to craft the message, which is really just wrapped up in a story of someone’s struggle. They’re the solution for the result and then the achievement in the transformation that they experienced. So the why is this is like how you like broadcast the way in which you broadcast your message. If you don’t know who you’re talking to, then you don’t know how to speak to them. Now as far as that was, why would you choose one person versus another? Well, I would always say just go back to your story. Like why? Like who do you want to serve based on what you feel called to do for them? So for me it’s like I know the power of yoga because of how it helped me experience like a pain-free body and a stress-free mind.


23:19          Right. Funny enough. That’s why that’s like two-thirds of the reasons why people come in. Now I want to serve those people. I may decide I want to serve those people who are stressed, who are parents who I feel super call to because I know that the reality of when you’re stressed, what happens and how you treat your children is way different than when you’re like your mind is free and you feel good and you’re joyful about the experience of living and so the why is really like what do you, who do you feel called to serve and why would you want to serve them? Because you have this heartfelt desire to make real lasting change in their lives. That’s why we start with what is your story? Why did you get into yoga? Why are you teaching it? What was your experience or what was the experience that you had living where you were introduced to someone who is this type of demographic of person who now you want to serve because we feel so-called.


24:05          It’s got a spark. Why is because it has to spark passion if you’re in this for the long haul and so you really want to be like, like have longevity in this business. Who you’re serving has got to resonate with you deeply because at the end of the day, it’s the night. The value that you provide is what causes the money to come in, but that’s not why you’re doing it. You’re doing it because you feel this heartfelt desire to serve this person, to give them a result that they live a more passionate and purposeful life. That’s why this is so important is because you’re like narrowing down and getting super excited and passionate so that you can be within the struggle of what it means to be an entrepreneur, what it means to be a studio owner and all of the fires that come up. And you have this like it’s literally the fuel to keep you going every single day because you feel so passionate about serving that person or that demographic or that group of demographics of the people that you know we’re going to come in and that you can really help. That’s the reason. That’s why. So if there are any questions an after the fact, if you’re watching this as a replay, please put them in. Uh, let’s keep this as an ongoing conversation and we’re gonna keep delivering this the next week. We have another lot of training on Friday and please join us. Thanks


25:13          you so much and we’ll see you soon. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.