35: “Commercializing” Yoga Is A Good Thing

"Commercializing" Yoga Is A Good Thing

What Is This Episode About…

In this episode, Chris will combat the false belief that “commercializing” yoga is a bad thing and outline why it’s actually a good thing. From his interactions on different online communities based in the yoga space, he has been noticing a growing sentiment that the commercialization of yoga is destroying the spiritual practice of it. While yoga is very much tied to spirituality, Chris feels that its commercialization is actually more of a solution than a problem, because when it’s done right, those with the gift of teaching it can impart that gift onto others and help people achieve the best version of themselves.

The fact that a yogi has a yoga studio (in whatever form) and they are always spreading the word of its existence, so they can attract potential students, means that they are in a way commercializing yoga. Supporting the art of yoga actively through marketing and advertising is a beautiful thing because it’s the only way of getting the message out to the masses, and so yogis demonizing the art is not only Ludacris but also a self-betrayal of sorts since they are a part of it.

Whatever form or fashion of marketing one uses in promoting their yoga studio is the only way they can be successful in truly impacting people in a positive way, and so Chris encourages every yogi to own their role, spread the good of yoga, and be a voice for what they believe in. If you’re an existing or aspiring yoga entrepreneur, this message is for you.

Key Points Discussed:

  • The spiritual experience of recognizing your true self and realizing that you are not separate from source (01:01)
  • Demonizing the commercialization is the problem (02:56)
  • Don’t demonize the process by which you’re helping people (03:48)
  • Promoting what you love is not wrong (07:48)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 19, 2020

Episode Transcript…

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



Don’t demonize the process by which you’re helping people. Marketing is… it’s just like finding a right message and creating a right offer, and then delivering that to the people, your who, your avatar, your ideal customer, the ideal student, that you want to work with, to attract them into your orbit, so that you can help them. There is nothing evil about that.



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.



Alright. So this is probably gonna be a short one today. This is Chris again rolling solo. John is still in Mexico. I believe at the time of this dropping out. Yeah, I’m pretty sure. So, I’m a part of like different communities online, and I see like our fellow yoga entrepreneurs, a lot of them are like bitching and moaning about the commercialization of yoga, and it’s destroying the spiritual practice. And I’m like, “What? What are you talking about?” And I… okay, so I get the fact that like yoga… when you take it back, it’s like, it doesn’t have anything to do with like, up dogs and down dogs, and warrior twos and warrior threes, and all like, what people think yoga is in this day and age. And if you trace it back far enough, it is this spiritual experience of recognizing your true self and realizing that you are not separate from source. And, it is very tied to spirituality, which is you waking up feeling comfortable within your skin, because you realize your connectedness to all things around you. Right? But, like the commercialization of this, meaning the buying and selling of yoga isn’t the problem. In fact, it’s the solution if you’re doing it right. You have a gift and that gift is to teach yoga, or you’re opening up a yoga studio.



How do you plan on spreading that message? Like, you’ve got to market it. Right? There was a post just recently, and this person was like, “I’ve never done this or done that.” He was like, “I’ve never like, done a social post. I’ve never done a hashtag. Like, I’ve never swiped someone’s credit card, we don’t do online check-ins, you know, I don’t even have a computer, and I’ve been operating for these many years.”



And then it goes on to say like, it’s… you know, “Don’t allow like the commercialization of the practice, dah dah, dah, dah, dah, dah, dah, dah, dah… to like, maybe doing less is the answer.” I’m like, “Whoa! No. Wait, wait. Whoa!” You’re in business. You have a business. You are… if you are like, demonizing the commercialization, you are part of the demon. Right? You’re part of the problem. But my point is, it’s not a problem. Own it. Own your role in it. Spread the good. Like take a stand, and be like, be a voice for what you believe in and, but guess what? You can stand in your yoga room, and not try to be successful, and maybe you have over the years for whatever reason, but on some level you are commercializing, meaning, you’re sending messages to the marketplace, to the people who you want to attract into your yoga studio.



I don’t care if it’s word of mouth. I don’t care if you just go to parties. I don’t care if you go to the library and he’s just like a whisper to people about the yoga studio that you have. You’re actively supporting through marketing and advertising this art, which is beautiful. How else are you going to get the message out there? This is what’s crazy. I’m like, wait, like don’t demonize. The process by which you’re helping people. Marketing is, it’s just like finding the right message and creating the right offer and then delivering that to the people. Your who, your avatar, your ideal customer, the ideal student that you want to work with to attract them into your orbit so that you can help them. There is nothing evil about that. There’s nothing wrong about that and someone’s willingness to partake in the modern way of marketing and advertising doesn’t make them more or less subject to commercialization.



Again, it’s not even bad, but like it doesn’t make them worse than someone who’s not trying to be successful by using the modern methods of marketing and advertising. My whole point is that the premise, the belief system is broken because throwing stones and demonizing something that first of all you’re a part of, right? You’re doing on whatever old fashion or like the old way, new way level, but to, it’s the only way to be successful and by success I mean to really help impact people in a positive way. Like, face it. Like there are people in this world who are struggling like physically, they feel horrible. They wake up with low energy, they’re in pain, right? The stressors of daily life are crushing their minds and like dampening their light and their spirits. Right. Do yoga is the process by which we help people get out of that physical pain to regain lost youth.



It’s the process by which we get them focused on moving their bodies. Maybe even getting to sit on a meditation cushion and focus their minds so that they can re-establish a perspective that helps them see and deal, like see the truth that like there’s no mistakes. We’re just learning, right? Like there’s whatever problem you’re dealing with now it’s going to end at some point and then she’s going to be replaced by a new problem, right? We’re allowing them through this practice of seeing and re recognizing what’s permanent and what’s impermanent, right? If I’m attaching my identity to something that’s impermanent, of course I’m going to suffer. But what is it that I can do like my, the permanent practices that helped me create an, uh, view my life and myself through, uh, through a lens of truth of knowing that man, regardless of what happens, regardless of pain and healing and gain and loss and praise and blame and all of these ups and downs of life, I can tether myself on a daily practice as something that allows me to feel my own truth, right?



And then to help them remember that like, what’s happening in life isn’t happening to them. It’s happening for them, right? If this is the practices, what we’re offering, how could that, like how could that ever be wrong and bad? Like I will stand on the mountain and preach this message of yoga until I die and I will do it through whatever means necessary, whether it’s social, whether it’s through a podcast, whether it’s through YouTube, whether I’ve got to go back to old school like newspaper, radio and like put myself in magazines, what like television, whatever it is. I am committed to communicating the value of this art to helping people be like relieve of those problems and given this timeless solution so that they can live better lives. How is that like hurting this art? That is the way in which we promote this beautiful experience of the promise of yoga.



So like please, if you’re out there and you’re demonizing like seeing ads about yoga and like, and the commercialization of it and somehow marketing it, like cheapens it and dirties the whole process. Like just check your belief cause it’s this false. And, and if you’re a yoga entrepreneur, meaning whether you teach classes or you have a yoga studio, you’re involved in the business of it anyway. So just own it. Take a stand for it and like promote what you believe to be the best practice in this world, which I know if you’re listening to this, you do, but I, but there you gotta see, you gotta see the belief system that’s broken that somehow promoting what you love is somehow wrong in any way. It’s not, that’s all I got. That’s a short one. But man, I was fired up about that. I was like, man, this is just crazy. I just like, I’m like, no, I’m going to just keep preaching what I do and, and helping people live better lives. And if that is like hurting the sacred art, then I’m going to keep hurting you. And as not as helping people live better lives. We’ve had it for 15 years. If we,



if this thing was not right, people would know after 15 years it’s not working. You should try something else. I’m going to tell you scars. Oh my God. All right. That’s it. Everybody. Thank you so much for listening. Thank you so much for watching. If you’re watching this on YouTube, if you did find value in this, please rate, review and subscribe like when you do that, we are able to reach more people with this message that we believe so hard wholeheartedly and so I appreciate you just taking a few moments to rate review and subscribe this to this podcast. Uh, anyway, thank you so much. Doing the work. Honor the struggle and make this world a better place to live.



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.



34: Top 5 Takeaways From Funnel Hacking Live 2020

 Five takeaways from Funnel Hacking

What Is This Episode About…

In this episode, Chris will discuss the top five takeaways they got from Funnel Hacking Live 2020. The first year they attended the event was in 2019, and they were skeptical about whether 2020’s event would beat 2019’s, but they were impressed by the huge increase in the number of attendants and how well orchestrated the event was.  

Funnel Hacking Live is an event that is organized by Ninja marketer Russell Brunson’s company, ClickFunnels, and has been running once a year for the last six years. John and Chris have been a part of the ClickFunnels community for five years now and were introduced to it by a coach in a mastermind program that they were a part of. They started consuming Russell’s content and have been rabbid followers of his since.

The first takeaway is about the power of frameworks which when explained from a yoga-oriented context refers to how teaching yoga students from a framework actually makes them more successful. What the framework does is just organize information so that the students can compartmentalize the information they’re getting, put it in its place, and see a process which they can follow to get the desired result. A great example is a framework that John and Chris created for sequencing a class. They have six or seven steps depending on the sequence they teach, and each step has a pinnacle. They then follow a simple to complex process to get to each pinnacle. That framework is very helpful in teaching students who want to be teachers and those who want to achieve certain results.

The second takeaway came from Russell Brunson’s presentation and it was about the three hidden closes, namely; emotion, logic, and fear. A close is a way of compelling somebody to say yes to whatever it is we’re selling, and Chris will dive deeper into each of the three closes, so we can understand how important it is to have them figured out when running our businesses. Creating a timeless message upon which your business is based, mother retargeting ads, freedom is elimination, and the “I am not good enough yet” analogy are the last four takeaways, and taking action on them will definitely help you grow your yoga business moving forward, so tune in to learn more about them. 

Key Points Discussed:

  • How John and Chris joined the ClickFunnels community (01:03)
  • Seeing Tony Robbins and Tom Bilyeu and getting awesome takeaways from them (03:28)
  • Frameworks are your saviors (06:27)
  • Put your stuff in a framework, name it, and then make it yours (09:39)
  • Telling stories to evoke the emotions that influence people to buy things (10:28)
  • Wrapping the Yax Yoga message around a timeless message will ensure it stands the test of time (17:32)
  • The power of the mother retargeting ad (20:16)
  • The forest and the trees are the things that we want to be focusing on (21:45)
  • The difference between people that have achieved more versus other people (25:53)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 12, 2020

Episode Transcript…


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



Well, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy. Over 4,500… it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went, was 2019, and we were like, “Man, I don’t know how he can beat that.” 2020, what we just came back from, beat it hands down. And so, what I wanted to talk about today is, the five top takeaways from the event.



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.



Alright. So, every year. I say every year… last two years, John and I, who is not present today. He is in Mexico with his family. And so, I’m like, “You know what. I’m going solo.” Here we go. So, this past… as you’re listening to this, it’s probably going to be two weeks, and this week it’ll be… yeah, about a week and a half later. So, we just got back, a week and a half ago, from Funnel Hacking Live. What Is Funnel Hacking Live? Funnel Hacking Live is an event that is put on by the company called ClickFunnels. John and I are… have been a part of that community for five years. I guess we found it in 2015 from… actually it was… we were in part of this mastermind/coaching program, and one of the coaches said, “Hey, you know, check out this guy, Russell Brunson.” And then we started consuming all of his information. This guy is just a Ninja Ninja marketer with a huge heart.



He’s an online marketer, and those guys get kind of a bad rap, and I think rightfully so in some instances, but it’s the saying, you know, “One bad apple spoils the bunch.” He is the exception, and so, all the people that are in his community and in his environment, like what he’s created, gathers all of these like best, best marketers, who have like a mission, and a vision, and want to really like genuinely help people, and do so really effectively. Well, every year he puts on an event for the last six years called Funnel Hacking Live. What is funnel hacking? It’s the term that he uses for modeling what somebody else is doing in the online space, and then as you model it, you get to see not just like what the offer structure is, but what the sales message is, and basically what is making them so successful, and how can I model it to be successful myself.



And so, those people are called funnel hackers. I am a funnel hacker. On the back of my laptop, it says, “Funnel Hacker.” Right? It’s an identity. We’ll talk about that in a little bit. So it’s awesome. It is a crazy, wonderful event. And, because you think like, marketing is going to be boring when we are sitting in chairs, and like people are just going to be talking about like strategies and tactics. It is not that. He went through that when he was coming up in the marketing world, Russell Brunson that is, he would go to these marketing events and he’d be… he talks about, he’s like, “I was losing my mind. I was so excited, so pumped up about everything that I was learning, and everyone was just sitting there taking notes.” It was like it was so boring. So, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy.



Over 5,000 people I think at 5,000 over 4,500 it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went was 2019 and we were like, man, I don’t know how he can beat that 2020 what? We just came back from beat it hands down. And so what I want to talk about today is the five top five takeaways, top five takeaways from the event. So what he does, he brings in all these speakers. He spoke I think eight times and presented information. A couple of the takeaways are from him, but we saw Tony Robbins if nursing, Tony Robins, Oh my God, that was on my bucket list and we got to see him. Uh, one of the stories I’ll tell today is from his presentation at the end, uh, he’s just, it’s crazy like mind-blowing stuff.



Tom bill you, if you don’t know who Tom Bilyeu is, he founded quest nutrition, I forget what the exact name, but like quest bars, like the nutritional bars. And he built that thing up to a billion dollars, sold it for $1 billion and now has really made his impact in a show that he called that he’s created called impact theory. He brings all the thought leaders from all these different walks of life on and interviews them. And he spoke and I think one of the takeaways is from him. Yes. That’s actually a bonus takeaway. I say it’s top five but we’re actually going through six cause there’s so many. I couldn’t just whittle it down to five. Yeah. So, and then not just marketers like people who are like known marketers in the world, but also people who are just like in their own little niche, like doing really well and crushing it.



So we talked a one woman did a presentation, Anissa Holmes, I think it is. I’ll just all about brick and mortar studio. She was a dentist and now she’s helping other dentists build their businesses. And so it’s really fascinating. And one thing I’ll say is before going, I was like, man, it’s really not the right time. Like personally, you know, my, my wife is like, she has a new job that she’s training for. She’s going back to school. You know, we have kids that were, you know, trying to, you know, logistically get in and out of school at different times and it’s just crazy. And like it was a horrible time, honestly, if I really look at it. But the timing is never right. And so you just make it right. And my wife who is just a freaking warrior like had a crazy week and made it work and my hats off to her.



So anyway, all that to say there’s always reasons not to do something. And John and I had talked John, I was like, man, there’s still like, it was like third way through and I was like, man, there’s so much good information that it’s so easy to be like, Oh I know it and let me just keep doing what I do. And like just a little, just a little shift in perspective, a little tactic, a little strategy, some like one little thing can absolutely change business. And so I, one of the things we do is I literally took like 50 pages of notes while I was there and I’ve been going through and just pulling out from each presentation. One thing to take action on, one thing to take action on. So I have a list right now about 14 things that I’m going to take action on so that the event isn’t just like a feel-good who rah rah-rah type thing where you get all inspired, then you go home and get stuck in the same patterns.



But actually there are actionable items that I can take so that that experience, that event, the sacrifice I made by going there is actually really going to make an impact on my business and in my life. All right, so let’s get to it. Take away number one, the power of frameworks. Basically the whole event was wrapped around this framework idea. And the best way I can explain it to you is that teaching from a framework actually makes your students more successful. And what a framework does is just organize information so that we can, as a student consuming that information, we can compartmentalize and put it in its place and see a process by which we can follow to get an experienced result, whatever that is that the desired result. And so it’s like Brendon Burchard talks about, he’s like, frameworks are your saviors. And I believe we’ve talked about on this podcast before.



So here’s the best example of it. I’ve read power of now, I can’t remember how many times over 10 times easily and I’ve lost track at this point and I couldn’t like, because I’ve read it so many times, I can tell you like it’s about felt oneness with being. It’s about like understanding that your truth is inside of you. Like the parable, he described at the beginning of the book, but there’s a pain body that’s living inside you somewhere and you’ve got to figure out where that is and not be identified with it. And then that pain body wants to attract other people in the same pain so we can kind of feed off each other’s pain. And there’s a point at which he talks about, I mean you see what I’m saying? Like I’ve read that thing 10 times and I’m like I get it.



It’s felt oneness with being and like what is God and what is being and pain body versus no pain body and like surrender versus resignation. Like that’s all in there. But if someone asked me like, what is the power of now about I, there is no framework that he, that he outlined that allows me to retain the information and then tell people about it to help spread the message. Now, this isn’t a slight Annette cart. Totally, totally is the man. He’s awesome. He’s changed lives. The book changed my life, but my point is it wasn’t in a framework. It wasn’t a question and answer format designed in chapters. Right? So like I don’t know what chapter to go back to, to look at what part of the framework because there wasn’t a framework so that can like, I can help retain it. Now contrary, there is a book called the seven habits of highly effective people by Stephen Covey from that book.



This man, Stephen Covey, has an entire organization, entire business around because there’s a framework and I can say, Oh man, if you ever read the seven habits of highly effective people, like, no, what are they? Well, they’re seven. There’s one dude who were fighting some and I go all through all of them. Right? It’s easier to describe, which means I’ve retained it more, which means it can actually make a better impact in my life. So for John and I like an example in yoga and not in like highly effective personal development stuff, we have created a framework for sequencing a class, right? There are six or seven steps depending on the sequence we teach. Each step has a pinnacle, each pinnacle we follow a simple to complex process to get to that pinnacle. And the entire class is based around Maya fashion methodology. Now, this is supremely helpful.



So what I just described was a very simple framework of therapeutic vision, myo fashion methodology, breaking a class into seven steps, each step having a pinnacle, the way in which we get to that pinnacle, right? So that when we teach it in a teacher training, people can retain that information and then be able to go back and teach it more effectively. The power of frameworks is in, it helps you articulate the information better and it helps your students receive the results they’re looking for and assimilate the information. Easier frameworks, frameworks, frameworks, put your stuff in a framework and then name it so that it can, you can make it yours and then you can teach it from a place of like, Hey, this is a framework that I’ve used over time. And if you borrow someone else’s, just give them credit. And then as it evolves, it becomes your own frameworks, frameworks, frameworks.



Okay, cool. Number two, Russell Bronson did a presentation called the three hidden closes. What does it close? It’s close is it’s a way of compelling somebody to say yes to whatever it is that you’re buying. And the three closes here it is a framework, one is emotion, two is logic, and three is fear. Let me explain these. Nobody buys from logic. They don’t, we all make purchases every and forget like even the buying, selling situation. Like we all do everything we do because of emotion, not logic. And the best way to evoke emotion is to tell stories. So while Tony Robins was speaking, he’d walked around and he was like trying to get people to interact and stuff. And so he had everyone raised their hand like, Hey, I just tell him what kind of car you drive. And one person who was actually the co-founder of click funnels, he drives this Ferrari and he’s had him stand up.



It’s like, what do you drive? Cause I can drive a Ferrari. And it was like a QS 10, 28,000 or something, whatever the name was. I’m not a car dude. Uh, and so it was then he was like, well why’d you buy it? And he was like because it’s a fast car. And then he was like, no, really tell me why you bought it. He was like because it’s sleek because it represents like achievement and success. And so what he got to that, what he said wasn’t like the horsepower. It wasn’t like the power windows or windows. It wasn’t the uh, you know, zero to 60 in such and such amount of time. Like it was none of the features. It was none of like the logical reasons why you would buy one or not. It was very specifically an emotion. He identified it and we all purchase based on our identities, meaning it comes from an emotional place, not a logical place and so these closes like the first one is to tell a story to evoke the emotion to like match the identity of the people that you want to serve so that you can then compel them to say yes because we make decisions based on emotion.



Now after that there’s logic because people do want to know what are the features, what are the benefits of what it is that I’m about to buy, and so you go into, Oh well it does this and it does that and it does this and it does that and it does this and it does that. If you have ever bought something and then had to go home and explain why you bought it to whoever it was, whether it was a son, daughter, significant other mom, dad, whatever it was you, what you do is you don’t tell them you bought it because of emotion. You tell them you bought it because of all the logical reasons that makes sense. We use logic to explain the purchase after we made the person purchase emotionally. The third thing is fear. Now we’re on a yoga entrepreneur podcast and like we want, you know, like the whole yoga thing is like fear is usually come from fear or love.



We want to come from love. Well, that’s great. I totally believe that. But I also know that people need to be given a reason to act now. And what the fear-based closes is it all you’re doing is saying, Hey, soon you’re not gonna be able to get this thing right either because there’s a limited number of them left. That scarcity or because there’s a limited amount of time left, that’s urgency. Right? And what happens is someone maybe yes emotionally with it. They may see all the reasons why. Oh man, I love that feature. I love that benefit. I love that feature. Love that benefit. And then if you miss the, Hey, it’s about to go away. And if you don’t do it now, you’re never gonna be able to do it. If you don’t add that third element, someone can be like on the fence ready to say yes and they won’t say yes because they’ll think, I’ll just do it tomorrow.



We all do that. Hey, I’ll just wait until tomorrow. I’ll just wait until tomorrow. Oh, you know what? Maybe next time I’ll, I’ll figure it out and I’ll do it. The third way. The fear is really just giving someone a good reason to say yes to it now and remember we’re doing this so that we can help people, that we can add value to their lives, right? We’re doing a business that we believe in, that our hearts are in, that we know can affect change in people positively and then like hopefully make a difference in their lives for the rest of their lives. So the fear aspect, we’re not like, we’re not selling fear. We’re just saying, Hey, if you want this and I, and you believe on how good it is and you are ready to make that change in your life, I just want to let you know that there’s a limited number of them and there’s limited amount time.



Now’s your time to do it. Do it. All right. So that’s number two, the three hidden closes, emotion, logic and fear. All right, three. Oh, this is from, um, uh, Ryan holiday. Ryan holiday. He’s written a bunch of books, awesome books. One was the perennial seller. The obstacle is the way stillness is the key. And trust me, I’m lying. Uh, wonderful, wonderful books. But he came up and he talked about it. What he was really describing, uh, was a book that he just most recently wrote, which was the perennial seller. And what he’s talking about is creating works and a business that can stand the test of time and how do you do that? And so number three is creating a timeless message upon which your business is based. And what he was describing that I’ve got some notes was that what’s classic stays classic.



And so what he’s done for a lot of his books is he researched these classic works of art by these masters of years past. Like he studied Plato and Socrates and, and he’s been basing his works like the perennial seller. How do you make something that lasts like the ego is the enemy is another one. And what he’s doing is he’s creating these timeless messages because he’s basing the message on the a problem and a solution that humans will always have. And this is what’s so awesome about this practice of yoga and what we’re actually doing on our math is we’re basically teaching a timeless solution to a timeless human problem, which is, Hey, how do we get out of our heads? How do we like how do we soften the appearance self, the ego itself that creates all of this drama and chaos in our lives and how do we connect to a deeper truth within us?



Now, this truth that’s within us is basically what like every religion has been based on what countless works of art, countless poetry has been written about over the years, but what he was describing is to attach to a very specific thing, right? What is like, what is one thing that you can create a message around that will be a timeless message that people like my grandfather would have connected with that my father would have connected with that I will connect with that my daughters will connect with over time. And so it really, I don’t have the answer for you, but like I know yoga is already like we’re already in it, right? We already in the timeless solution to a timeless problem because of the human predicament. What’d he say? Oh yeah. He said the best works of art are rooted in what makes us human.



Oh, that’s so good. And so what makes us human and the solution to the human condition is the practice of yoga. And so we’re kind of there. But what I’m working on now is like what is like in that? Like it’s still vague. How do I describe that to somebody to compel them to come practice yoga with me? Right? And so what I’m working on and what John’s working on is what is that timeless message? What is that timeless message that I can then wrap our message of yoga around so that it stands the test of time. All right. That was number three, create a timeless message by Ryan holiday. Thank you, sir. Uh, number four. So we actually, before funnel hacking lives, John and I left on a, so funnel hacking live was from Wednesday to Saturday, but we left the prior Sunday because there was an event being held by Steven Larson.



We’re in his mastermind group called offer lab and he held a two-day event on Monday and Tuesday. One was, it’s Monday baby live and then the other one was the content machine. And he brought on that second day a gentleman by the name of ping Joon. He’s from Malaysia and he is just like crushing it in the online space. Uh, he is a, a funnel hacker in the click funnels community. He was in Russell Brunson’s inner circle and we got the chance to see him present at this really small event called content machine. Um, and what he said was this is more tactical, a create a mother retargeting ad. So if you’re putting ads out on, let’s just say Facebook for right now and there is a good majority of people who look at it, who consume some of the content that whatever the ad is saying, but then just don’t do anything with it and there’s a portion of the people who actually click on it and then they may even opt-in but they don’t buy what it is that you want to buy or they may click on it and then look at it and not even opt-in and then just you know, exit out and then move on with scrolling and distracting themselves.



The retargeting ad says, Hey you people who looked at this ad, this video for a certain amount of time or you people who clicked but didn’t opt-in. I’m going to send you an ad that isn’t trying to get you to like buy anything. I’m just going to give you a like some a piece of content that is based on what you saw but didn’t take action on. And what he called this was the mother retargeting ad and basically said whatever program it is that you’re selling, get a bunch of testimonials from people who have already gone through it and if you can get them to video it, awesome. Or set up just a, an image of something that has like the feel of what the experience is, whether it’s yoga or an event or talk, whatever it is that you’re selling, and then get those people to comment on that thread.



So I’m talking to Facebook right now, so you have the imagery of the video and then you have all these comments. I’m like, Hey, what was the biggest takeaway? And then all of these people are saying, Oh, it was awesome. It did this for me, or it was awesome. It did that for me. It changed my life this way and that way. And what he called that was the mother retargeting ad because people who then like watched a certain amount of video or click the link but didn’t opt in, they get sent that ad. That is basically just tons and tons of social proof and testimonials of the thing that the person saw but take action on. He called it the mother retargeting on and he makes one for every program that he’s selling. I was like, it’s so genius because what most people will do, and you know this, if you’ve been on Amazon, the first thing you do before you buy something, you should look at all the reviews, what other people say, and I look at the bad ones.



Then I look at the good ones and I want to base my, my decision on what other people have done. And so this mother retargeting ad is something that we’re going to start implementing and all the different programs that we come up with so that when someone decides to say kind of yes, I mean they’re interested but didn’t take action, we can send them that and say, Hey, here’s what everyone else has experienced. Who did say yes and who did take action? Really, really big game-changer because most of the money that’s made in advertising isn’t in the first ad. It’s in the retargeting ads, meaning sending people information after they’ve consumed a certain amount of, of a video or after they’ve like clicked but not opted in anyway, mother retargeting ads. Watch them. They’re going to come out. All right, five. This was from Jermaine Griggs.



Jermaine Griggs. This is crazy. He started at the age of 19 he had this gift growing up of being able to listen to music and play it by ear on the piano, and so he’s created this whole business. I think he’s making like $400,000 a month teaching people how to play the piano by ear. It’s phenomenal. It’s all a completely online business. So his presentation was awesome, but one of the things that caught me was he said, freedom is elimination. That’s number five. Freedom is elimination. And here’s the great analogy. Here’s a framework that he told us and talk to us about to help us kind of articulate this. He said, forest trees, branches, leaves, forest trees, branches, leaves. He said the forest and the trees are the things that we want to be focusing on. There’s a big needle movers, the strategies and the tactics that we can focus our attention on that if we focus 20% of our attention on that, it will create 80% of the results that we see in our lives.



And he said at a certain point, it’s probably not your role, but you need to get someone to have the role of focusing on the branches and the leaves. But in the beginning, the branches and leaves or just the minutia, the little details that don’t really matter, right? That if we spend most of our time on that, it’s going to take 80% of our time and only give us 20% of the results that we’re looking for. So freedom is elimination. And we know this to be true in the yoga world. We even say it every Africa who said this quote, but I’ll say it, it’s not mine. And the pursuit of knowledge, every day something is added and the pursuit of wisdom every day something is subtracted. What we’re saying is it’s kind of that same concept of like, man, like if I’m looking to do more with less, right?



I need to subtract things out of my life so that I can focus on the things that really matter, right? That’s wisdom. There’s an accumulation of knowledge phase, but then as we get older there’s like, what is this really like? What am I doing that really makes my life more valuable and more worth living? And so you start subtracting all the things that don’t work for you that don’t add value to it, and then it’s no different in business. We can focus on the the the trivial many or the critical few. What are you saying freedom is in focusing on the critical few things that make the biggest difference in our lives, not the trivial many. And that was number five. Thank you. Jermaine Griggs. Last one. And this is a bonus. This is from Tom. Bill. You, where’d I put that note? Oh, this is so good.



He said, ah, this number six. I’m not good enough. Yes. Yet is crucial because we use this analogy of artificial intelligence, AI in the AI world. They don’t call a mistake a mistake. They call it a sample. And his basically his entire presentation was like, listen, all human beings are adding that station machines. This is our role and that means we have to stumble, learn, and then grow and stumble and learn and then grow and whatever. We’re looking for whatever you want to achieve in our lives right now, we’re not good enough to get it. That’s a simple fact. In fact, most people are just average. All of us, and I know you’re thinking, but I have a special gift. You do have a special gift. I have a special gift. Everyone has a special gift which then makes us all average within our special gift.



So what makes the difference between the people that actually achieve and offer that special gift to the world and it makes a big difference in their lives or the people who are willing to fail forward to stumble and then get back up and do it again and iterate and iterate and iterate. He said within 15 minutes and artificial intelligence machines because of their willingness, make a mistake, learn, process it, and then move on like within 15 minutes. An artificial intelligence machine can just wipe clean and whatever game they’re playing chess or what have you, any human being in the entire world. Why? It’s because of the iterative process. They’re just willing to make a mistake, learn from it, and move on, make a mistake, learn from it, and move on. Right? As humans, we have a blind spot, like we’ll make a mistake, we’ll judge ourselves for mistake and then we’ll forget about it.



We won’t learn from it and then we’re doomed to repeat it again, and this is the difference is that people that have achieved more versus other people, because we’re all average essentially, right? We all have a gift, but we’re all average or the people who are willing to just continue to move forward in the direction of their dreams, regardless of what comes in their way and the stumbling blocks, any hurdles, any hardships, any struggles, whatever comes in their way, they, they deal with it effectively, skillfully, honestly, truthfully. And then they take the next step to continue to moving in the direction of their dreams. Period. That is five plus one bonus of the key takeaways that we got from that. I say we, John’s not here that I got from funnel hacking live. We’ve already signed up to go next year. It is an event not to be missed.



I have no affiliation with click funnels at this point, but you should definitely go. I am definitely, I want some point going to become an affiliate of them to sell the software because it is changing the game for our business and I know it probably be the same for people who are in our community. Um, I guess that’s it. That’s all I got for today. I appreciate you continuing to watch this. Watch this. If you’re watching it on YouTube listening, if you’re listening to the [inaudible] podcast and uh, yeah, that’s it. Do the work people honor the struggle and make this world a better place to live. Thank you so much.



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.





33: The Bikram Documentary And The Real Problem With “Spiritual” Gurus.

 How yogis should really behave and conduct themselves

What Is This Episode About…

In this episode, John and Chris will discuss the documentary about Bikram Choudhury, an Indian-born-American yoga teacher, and the founder of Bikram Yoga, a form of hot yoga consisting of a fixed series of 26 postures practiced in a hot environment of 40 °C (104 °F). Bikram Yoga became a success in the United States and then across the Western world, with a variety of celebrity students.

The documentary details allegations of rape, sexual assault, and discrimination against racial and sexual minorities against Bikram. By January 2014, five women were suing Bikram Choudhury with allegations including sexual harassment and sexual assault. Two lawsuits accusing him of rape were filed in May 2013, with other counts of sexual battery, false imprisonment, discrimination, and harassment. 

One suit describes a cult-like atmosphere where members of Choudhury’s inner circle help him find young women to assault. Another suit claims that Choudhury recruits volunteers from overseas who were so in fear of his wrath that they would travel to the US and risk violating immigration laws in order to serve him. In 2017, a court awarded $7 million to his former lawyer, who gained control of his yoga business when Choudhury fled to India without paying her. Since then, he has continued to train yoga teachers outside the United States in countries including Spain and Mexico.

John and Chris will share their thoughts on all that, and talk about how yogis should really behave and conduct themselves among their students and the society in general. Yoga is meant to help us connect with a deeper part of ourselves and the yogis that we follow should not be viewed as the ones who can fulfill that for us because they only serve as a channel to help us see what is already inside us. Stay tuned to learn more.

Key Points Discussed:

  • The documentary about one of the originators of hot yoga (01:03)
  • The reason why some yoga teachers yell at their students (03:05)
  • Yogis are not the way, the way is the message (08:06)
  • How a sexual predator is still doing teacher trainings (09:58)
  • Waking and living a better life by knowing that we have what we need (11:54)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 5, 2020

Episode Transcript…

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


00:00          The guru, the teacher, whoever that is, is simply a signpost, simply a channel. They are simply helping you to see what’s already inside you. Right? They are not the way. You have the way inside you, and that is the key. And so, whatever path you’re taking that helps you wake up, that helps you live a better life, know that it’s already inside you. You may need to hear that message. You need to follow those teachings. You need to do the practice. Do whatever it is that you do to get that, but it is not the person that’s giving that to you.


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.


01:03          Alright. So Chris, you just saw a documentary last night. Tell me what the name of the documentary was. Ah… It’s called Bikram. Yeah. And there’s the under… like the by-line said like, “Yoga Guru Predator.” And I was like, “Ha, that’s a good tagline.” So, let’s… I guess before I get into… If you haven’t watched it, it’s on Netflix. It’s a documentary. It’s all about Bikram Choudhury, who brought Bikram Yoga, right now like Hot Yoga. We teach hot yoga. We were kind of born into that world. He was one of the originators of hot yoga. So let me give you a little story about that. So he… was teaching… his teacher Bishnu Ghosh, he taught him how to teach… taught Bikram how to teach yoga. This was Calcutta, India. And, it’s hot. It’s hot and humid. And, the style that they taught was done in a way… was done… I mean, it was done in a way that would you sweat and… but the temperature was there already.


01:58          Now, Bikram moved to Japan to help teach there, and what he realized is that the temperature was cold. Right? It was a lot colder than it was in Calcutta, India. So, his solution was to put heater… heaters in the room. Right? And so, he created the same environment that he came from when he taught. Alright? So, later on, right? He realized that that was really helpful for the style, and what he… and the results he was trying to get for people. And so, he continued to heat up the rooms, and put heaters in the rooms. He moved from Japan and eventually ended up in Hollywood, California. And, continued to teach that… that style of yoga done in a heated environment. And so, he was one of the originators of hot yoga, and bringing that style into the United States. So, we… one of his students was a man named Jimmy Barkan, who was in California at the time, like trying to get his foothold into the acting world. And he was a singer and he’s a super talented guy, but he found Bikram, and then started training, like intensely.


03:05          He actually said he and Paul Grilley were in like in the beginning, like friends who were taking three and four classes. They were hardcore back in the day. Hardcore back in the day. And this is like, Bikram who would like kick the shit out of you, and yell at you, and like, bark at you. And, which I guess I understand why a lot of different teachers do that because that’s where they learned it from. So anyway… Jimmy was one of his seniors… ended up being one of his senior teachers. He studied with him for 25 years. Yeah. And he opened up a yoga studio in Fort Lauderdale, Florida. Well, right about the time we started getting into hot yoga, they had a falling out, and Jimmy was like, “Alright. I’m doing my own teacher training.”


03:42          John went to the very first Jimmy Barkin Barkan method teacher training. I went to the second one, I think he did two that year. And then we immediately both went back to the level two training. And so we were like, that was our birth into the hot yoga world was via Jimmy Barkin who had changed the sequence already. He was just a sweetheart of a dude. Crazy knowledgeable about that sequence and the information, phenomenal teacher, just phenomenal teacher. Like we were so blessed to have like been born like has with him as our teacher. So that was, that’s our history. That’s why. And so right now our studio is, we teach hot yoga, right? We teach hot yoga in the hot yoga method that we learned from Jimmy Barkin, which has evolved over time. We’ve changed the methodology and we’ve changed the sequence to align with what we believe to be like maybe perhaps the best form of movement within that hot sequence.


04:35          And then we also teach flow, but all of it’s heated. So when I look back at the lineage, like Bikram is part of it, which I feel like now I have to take a shower. So I feel dirty about being a part of that lineage. Let’s get back to this documentary and give us the cliff notes version of the documentary. Chris. Well, I guess first to his credit, like he brought over a sequence that’s crazy powerful, but it wasn’t his sequence. It was the sequence that he learned from Bishnu Ghosh. Like in fact there’s a pamphlet that called like ghost college of India booklet and in that are the 26 postures and two breathing exercises. So it wasn’t really his to begin with though, is what he learned from his guru from ambition and golf. That’s first. But so my point is like, okay, so he’s, he’s impacted people in really great ways by giving the West this amazing sequence we’re a part of.


05:33          We’re a part of that, which again makes me feel dirty. But what, and the reason why is because, well, you were you as Bikram and I was just like in furious last night. But it’s the problem in the world of yoga that it’s always been the problem or really anytime you are placing yourself in a position of power because of what you teach, you then have a higher responsibility to be ethical and to be a good human being. And so the gist of the documentary was, you know, he started drinking his own Koolaid and thinking that he was actually a guru and he then, you know, as the big room sequence pot became more popularized as a business model. It makes a lot of sense. So like he, you, he created a franchise and the only people who could open up a brick room yoga studio were people who went through his teacher training.


06:24          So all of a sudden his teacher training started exploding and getting like three, four or 500 people in them. And he or he was literally elevating himself on this pedestal in his, you know, like no judgment with that, that’s your thing, whatever. But he then started using his position of power as a sexual predator period. He was sexually assaulting and raped. This is like allegedly, cause he’s never been brought to, brought back from, he’s now an exile out of the United States because he’s a fugitive here for civil reasons. He lost a lawsuit and was the plaintiff was awarded like seven-plus million, which he hasn’t paid a dime of because he immediately fled and went to Europe, went to India and I think Atlanta and at least in Acapulco or somewhere in Mexico at this point. I think he went to Thailand actually. Anyway, you watch the documentary, you’ll see all the details of it.


07:18          But like what pains me is that he’s never been brought to court under a criminal suit for what he’s done to those women. And it’s multiple, multiple, multiple women who have come forward and said, listen, I was sexually assaulted and a few of them were raped by him. And this is like, so I have two young children and I’m like, it’s so fucking unacceptable when you, and this is my point, this is like the bigger point of this whole thing is like when you put yourself in guru status and not even give her status, but like when you’re a yoga teacher and you’re walking in into a yoga room and you’re teaching people to postures in your, and you’re giving them information on like the spiritual realm of like how to live a more skillful life immediately they put you on a pedestal and they look at you like you have the answers and then you become the way.


08:06          And if you take that, that level of power and the pedestal that you put that they’ve put you on and then you’ve raised it up without any humility and the recognition that it’s not you like they are mistaking you for the message, you’re the signpost. Yes, you are the conduit. You are the channel through which messages flow. You are not the way, the way is the message now. So what pisses me off is because this has been prevalent in the overworld, right? From John’s friend and the Anusara world to [inaudible] to sigh like preaching celibacy as he’s sleeping with all of his disciples. I mean it’s even in the like recently came out in the Shambala, um, aside of Buddhism, right? The highest up was sexually assaulting raping women. I mean like, not to mention the Catholic church. Oh my God. Don’t even get me started.


08:59          This is insane. No, the definition of guru is the speller of darkness, right? Not the promoter of darkness. And this is what we’re seeing over and over and over again with these yoga teachers that have gained fame because they’re essential. Teaching is powerful, right? It’s changing lives. It’s helping people. But what happens is some switch, some shift where they mistake themselves for the message. They mistake themselves for being the power when what they’re doing is showing people the way to their personal power. Right? This shift happens and it causes people to do just craziness. Crazy. It’s absolute insanity. Absolute insanity. Yeah. What else? Like what, what pains me now is this all came out like prior to, I think it was like 2000 between 2015 and 2017 so in 2017 the judgment against him in the civil court was like, it did not go in his favor.


09:58          Right. He was like, he lost and was like forced to pay all this money and he fled. Right? So he fled and now he’s living wherever he’s living and this is what gets me, he’s still doing teacher training. He’s still in a position of power and there are studios still sending their students there. They’re women to be students of this sexual predator. Like what the fuck? Like why like the state of California district attorney of California. Why aren’t you like filing a criminal lawsuit based on all of the evidence that you have already? All the evidence that is admissible from the civil trial in the criminal trial and extraditing him from wherever he is back to the United States so that he can stand on trial for his crimes. He is, he has access to women and young girls who are looking at him like he’s a guru and he’s like, I know in his heart he deserves love like we all do and like it’s part of like I can see like I can spiritualize this anyway.


11:05          I’d like to like let like I know he has one with sources I was and he is deserving of love in the next life. Okay. Like now in this life, keep him away from any woman and keep him from ever doing another teacher training ever again. That is how I feel about it. That’s why I’m pissed off because he’s still able to do the things that took two women. He still has like lock him up, lock him up. Yeah. He should be in prison, should be in prison, allegedly doing allegedly doing what he’s done. He should. Yeah. Allegedly. Again, he is innocent until proven guilty. And so this is my opinion. None of it is fact but watch the documentary. It’s very enlightening. So let me take this back to your original message with this, Chris, is that when you study, when you study


11:54          a contemplated practice, when you get into yoga, when you take a teacher training, when you get into something that allows you to connect with a deeper part of yourself, it is not the person that’s doing that, right? The person, the guru, the teacher, whoever that is is simply a signpost, simply a channel. They are simply helping you to see what’s already inside you, right? They are not the way you have the way inside of you. And that is the key. And so whatever path you’re taking that helps you wake up, that helps you live a better life. No, that it’s already inside you. You may need to hear that message. You need to need to follow those teachings. You need me to do the practice, do it, whatever it is that you do to get that, but it is not the person that’s giving that to you. They are showing you the way that’s helping to open that up within you.


12:41          And if you are teaching and doing teacher training and you, they are elevating you to a status, please recognize it’s not you. And they say thank you for everything you’ve done for them. Recognize you as like yourself as the channel through which that information is flowing and don’t let it go to your head and give you this inflated sense of self, like feel good and fulfilled at the service that you’re doing, but don’t take it to that level of like inappropriateness and being unethical and like, or just self-aggrandizement. It’s not the, that’s not why we’re doing it. It is a byproduct of people recognizing that you’re teaching them a way of being that they may have never heard of and it’s changing their lives dramatically. It’s giving them a quality of life that they’ve never experienced before and it’s not you, it’s the information, it’s the message.


13:30          It’s exactly what John said, and if you keep like humility and you recognize that it’s sourced, flowing through you and it’s not, you’re just a conduit, you’re just a channel through which that information is flowing, it will help keep your head level and keep you on the ground and not allow you to start believing like whatever has to be believed that produces what we’ve seen in the yoga world over the years between all the guys that we’ve already mentioned. Interesting. They’re all men pieces of shit. Oh yeah. So do the work out of the struggle and believes. Make the world a better place to live.


14:07          Please, please, please, please. 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.



31: Can You Guarantee Results? How To Fulfill On The Promise You Made And Deliver Even More Value For Your Students

Five core functions of a business

What Is This Episode About…

In this episode, John and Chris will continue the conversation that they’ve been having about the five core functions of a business, and they’re going to talk about the final two, which are delivery or fulfillment and retention/resale/upsell. Delivery basically refers to the way a yoga studio generates leads (the marketing techniques it employs) and nurtures them up to the point where they sign up as new students. Direct response marketing techniques are highly advised so that one can measure the results of their efforts, and make them as economical as possible to save money and even make more money while getting people through the door.

Fulfillment, on the other hand, is like the sale that happens after the sale. It all starts right after a studio has signed up new students. The studio owner has to know exactly how the yoga training classes are delivered so they can ensure that the students are getting results. The unfortunate truth in the industry about this is that most yoga studio owners are not conscious of this. They just hire anybody as a teacher, do a 1099 independent contractor deal with them, and let them roll however they deem fit. This is one core reason why a lot of yoga studios don’t succeed in getting where they desire to be.

When a new student comes into a studio, they sign up for a package because they believe that that package can deliver a solution to a problem that they have, and the only way that the studio can fulfill that is by ensuring consistency in the way yoga is taught and the experience that the student gets. John and Chris will dive further into that and more on the last two core functions of a business, and in the end, you will have learned all you need to go and thrive as a yoga entrepreneur, so stay tuned.

Key Points Discussed:

  • With direct response, you can measure everything (01:58)
  • The importance of having control over the product/service (03:49)
  • Being a leader and dictating what is being taught (05:45)
  • Elevating and helping teachers facilitate a better experience (09:33)
  • What can you offer them that they’ll pay more for, and that you’ll give them bigger results within your studio (14:31)
  • A framework of looking at your business and seeing where you can do better (18:28)
  • Doing little things that show a lot of value that won’t cost a lot of money, but that is really appreciated by the students (20:48)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released January 22, 2020

Episode Transcript…


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


00:00          Alright. So, today we are going to continue the conversation that we’ve been having about the five core functions of a business, and we’re going to talk about the final two, which is delivery or fulfillment, and/or fulfillment. And, the final one is retention/resale/upsell.


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, we’re talking about delivery. What is Chris… what is delivery? Well, let’s recap just in case someone didn’t listen to the last episode. And that is, so… or we’ll do a recap. Recap, yes. And that is… So, you have someone who kind of knew about you, but didn’t know about you maybe, and then you throw a message out and they became a lead and you nurture them. You either emailed them, or they… you retargeted them as the online world is concerned. And, then they bought your introductory package. Or, if you’re old school, you sat at the front desk and waited for someone to walk through the door, and they bought your introductory package. And there it was. Put a bunch of signs out. Old school guerrilla marketing. Flyers out, you know, like a juice bar and all that stuff. Definitely a form of that, for sure, but then you waited and they came in. And so, there it is. Right in the… They walked through the door. You have your lead gen, you nurture them with a conversation for five minutes, 10 minutes, maybe a little tour of your studio, and they bought. You converted them into an introductory package. However that process went for you, we hope it’s more direct response, you’re very specific, you can like measure results of your efforts, and that you can make it more economical and save money, and maybe even make money getting people in the door.


01:58          That’s really the key guys. So like, the difference between the two styles of the old school, the new school, the general market versus direct response marketing, is that you can measure everything. You know exactly what you’re paying for, exactly what you’re getting, and you can tweak and tweak and tweak, and get it so it just. It… you get the formula. Right? Right? So, the direct response package is so cool because you can tweak it to the point that it can start to work on its own and you don’t ha… you can eventually stop tweaking to some degree. Now, there’s a ad for taking things like that, where you have to shift a little bit, but once you have your process down, and it takes a little bit to get the process, but once you have your process down, you don’t have to tweak it all the time. And what we experienced was, the old school way, the general marketing, you have to tweak it constantly. We were constantly putting stuff out, and putting stuff out, and putting stuff out, and we weren’t sure how successful we were with it, really. And so, we were constantly changing it. Anyway. You get that… that whole process done. You get lead generation, you get lead nurture, you nurture those people you think they’d convert into a package, and the next phase is, fulfillment delivery. And really, so it’s like the sale that happens after the sale.


03:00          It’s really when it starts because now they’ve said yes, they’re in your studio. And so the question becomes can you guarantee that they’ll get results? And really what that means is do you know what’s going on in the yoga room with the teachers that you have? The unfortunate truth is that most studios don’t, they do a 10 99 independent contractor deal with their teachers. They hire anybody. Most of them may or may not even give an audition class and then they just let them roll and they don’t know what’s going on. They don’t know how they’re teaching. They don’t know what they’re saying. They don’t know do they own or do they not own? There was a post in this Facebook group and there was like, people are like, do we own? We’re not home. And some like studio owners were like, I don’t know, some do, some don’t.


03:49          And I’m like, are you kidding? How can you not know what’s going on as far as the product that you’re delivering to your students? And this is the problem with the delivery. The fulfillment aspect is if you don’t know what’s going on, you don’t know what they’re being fed inside the studio. How can you guarantee results? Because this is what happened. Like the granular level of what just happened when they said yes to the introductory package is that you’ve made a promise to them that something is going to happen for them concerning a problem that they have, that they want to solve and the way they’re going to solve it is by practicing in these classes. And if you can’t guarantee that what they’re looking for is going to happen in that, that room, then no wonder you’re not as successful as you want to be because you don’t have control over the product, which is the very thing that’s delivering the solution to the problem that they have. Yeah,


04:39          that’s really, it’s really the, one of the most important things is the consistency within the room. And so some styles and some studios do the exact same thing every single time, right? That is a form of consistency and they’re successful, right? It works for them. Other styles and systems, uh, have variability, but they’re still within the variability. There is still consistency where when somebody comes into your studio, they walk into that room, they, they are getting a similar experience and those experiences as they become consistent and practice, create consistent results, whatever we say those results are, right. Whether it’s losing weight for some people and getting more in shape and feeling better in their bodies, whether it’s less stress and feeling, feeling the effects of that, whether it’s more energy in their life, whether it’s a better connection with their, with their significant others. There is a result that we can get people in. It’s important as studio owners also to understand that result so that we can express that to people as they’re coming in. We know that that’s going to happen when they’re consistent with it enough and we know what’s gonna happen if what’s being taught in the room is consistent as well.


05:45          Yeah, and that is so a part of it is as understanding what’s being taught. But the other part of it is being the leader and dictating this is what we’re doing, this is what we’re teaching, this is what we’re not teaching. And if you have a studio that’s like the Jack of all trades or like what they call the Institute of yoga, where you offer seven different styles, 13 different styles, you have like a salsa class in the middle of your schedule and then you have a hot class before and then an ion guard class afterward. How can anyone get any traction with that? If I’m not interested in salsa, that class is out. If I take an Iyengar class, that class is and I don’t like it. That class is out and now if you have that four or five times on the schedule, you’ve just eliminated my possibility of coming back to your studio and made it even more difficult for me to gain traction and to be consistent with your studio, which means it’s going to minimize my ability to get the results I’m looking for, which is then going to increase the likelihood that I’m not going to stick around.


06:42          That’s it. You gotta be consistent with it. That’s one of the hallmarks of success, not just in yoga, but in any business, right. If they think about this, we’ve talked about this before. If you go into a restaurant and it was an, it was an Italian restaurant that you normally go to and you really love the food there, but then you went into the Italian restaurant and you order the meat the same meal and it was totally different, right? The same when you get all the time, the one you really love and it was totally different, you would start to lose confidence in going back to that restaurant. Or we use the same analogy that a lot of yoga studios are, don’t. You went into this to your Italian restaurant and all of a sudden half the menus, Mexican food, right, or, and then the another portion is Thai food. Like all of a sudden you’re like, well, they’re starting to, to try to be a Jack of all trades in the restaurant and food. I’ve lost confidence in their ability to do really good Italian food. Or even if they set it out in the,


07:33          even if they didn’t change it in between, like in the middle of it all, even if they said, you know what? We’re going to offer all these styles of food in, you know, like you know, Oh, they’re not going to do any of it really. Well, they’re not. Because you know that man, you go to that like authentic Italian restaurant man, they do it the best because that’s what they do and if you go to one that’s like, yeah, we’d have this like lasagna dish and then we have this Mexican dish and we have this Thai dish. You know the consistency of that, it’s not going to be the best food because they’re trying to do too much. It’s no different. The perception of what your students are experiencing is, man, if you’re trying to do it all, you’re not going to do all of it really well. And not to mention the problem was like, okay, now the teacher that doesn’t happen to teach that class really well, what if they have to get a sub or that they move or they leave or they decide to go open up their own studio?


08:18          So all of a sudden your chef that does Mexican food is now trying to do the Italian menu, cook the Italian food, right? Your teacher that teaches [inaudible] really well is now trying to teach an Ashtanga class and not doing it well. Right guys as we’d like. So we have to have consistency in our studios. That is, that is it. So if you’re on teach Ashtanga and, and hold to that, if you’re an Iyengar teacher, teach Iyengar. If you’re doing Jeevan, look dude, you even moved, like niching down is show. So, so important in our work, right? You become a master in that craft, right? And so it’s, and what’s going to start to draw


08:56          people to you? Yeah, so for us the answer has always been, we train our own teachers. Anyone who teaches at our studios, the only people who teach at our studios were students who took our teacher training because we know that what they’re teaching is the methodology that we use. It’s in the spirit of that we use, now don’t get me wrong, like we have, there’s always cycles and studios where like you have people that are with you for a long time and then they end up life change. They have a life change, they have a life event or you know, they just move and all of a sudden you have newer teachers and so you’ve got to like nurture them more and help them out and they’re, you know, they’re just like trying to sow their oats of teaching and get their, you know, their feet wet and get like the flight time in.


09:33          And so there’s always these like peaks and valleys of consistency. Even within a studio, like even with ours where we know like, man, we’re like in a stride where we have all seasoned teachers and they’ve been with us for a long time and they’re like just rocking and rolling. And then we go through a period where there are newer teachers and like we get some complaints like, Hey, this teacher seems newer and we’re like, don’t worry that they’re going to get better. And we appreciate the feedback. And then what that does, we go to that teacher and then we help them. We give them a coaching session and we get our coaches like to their classes more often so we can elevate and help them facilitate a better experience, not just for the teaching but for our students because this is the delivery, this is the fulfillment, this is us delivering on the promise that we’ve made in the beginning that, Hey, if you come here and you practice, this is what you can expect to experience and these are the results that you can get.


10:21          And then when they go in, I know they’re getting them. I know they’re getting them and that means what happens next, this next level is we get to retain them because they’ve experienced it and they get the results we’re looking for. They have the experience after class, they’re not leaving, they’re not going anywhere else. And if we’ve done that after the conversion, after they bought the intro package, if we’ve nurtured them well enough in that process, then not only are they retained, but they’re not going anywhere else. They’re not looking anywhere else because now they are like, they’re not just getting results. They’re fans. They love what you do. They’re your loyal members who are now guessing what? Telling other people about it. We have this, we’ve been at it for 15 years and we’ve been so consistent over the years. We have got crazy word of mouth and it’s just simply because we’ve committed to consistency and we’ve like, we’ve designed the entire process, our entire studio around us teaching our teachers it, putting them in the studio to teach the students, and then there’s students who fall in love with it, end up [inaudible] in the process and escalating up this what we call a value ladder, which is really like kind of a value stairs because if you looked at it, it’s not a ladder at all.


11:27          It’s stairs, but it’s like I come in as a student, so this is the next I’m pivoting into from now. How do you fulfill to, okay, now they’re in, they’re a member. They have signed up, they are coming in. They’re excited. They’re like, they’re a fan, they’re loyal, they love it, and you’re given results. And so like they’re your favorite people. Before you jump in there, I’m going to pause just for a second cause this, Chris talked about this and I just want to pull it out because it’s so, so important. The of coaching.


11:54          So if you are a studio owner, you’re running your studio and doing your thing, you have to coach your teachers or mentor them, mentor them. You have to have, or you have one of your senior teachers be a coach or mentor. The other teachers. You have to get your eyes and your body into their classes and see exactly what they’re teaching and, and help them get better in the process that you choose for your studio, right? So that everybody has this consistency. So you’re as a team of teachers and a studio moving in a direction together, right? Everybody understands what the bigger picture is and how we want to help people break through, right? How we want to help heal people in this process, right? So regular team meetings, that coaching and then the other piece that we’re going to talk about, we’ll probably hold another episode on this is is develop your own teacher training. So you are developing your teachers and you’re creating exactly what you want for your studio. And then we jump into the next piece which is, which is how do you retain them,


12:54          how do you get them to stay with you over the longterm and then how do you then like ascend them up? What the value item meaning they pay more for a bigger experience with you, a more transformative experience with you. Whether it’s personal development, oftentimes for most studios, and it’s been for us this way, we’re right now playing this year with a different model of that of what I’m about to say, which is the next level is teacher training. Right now people have like there’s the good and the bad with that. The good for us is that we create our own teachers, which goes back to the fulfillment piece. Cause now I know that the people that are coming in, the results that they’re getting, the experience they’re getting is consistent across the board. What it also does for us is it becomes a source of revenue and a really profitable one at that because we now have students who fall in love with the practice and it’s just, and I swear it’s, it’s woven into the fabric of our DNA.


13:48          Once we fall in love with something, we intuitively want to share it with others. And when people have gotten results of like, man, this has changed my life. It’s taking me through some of the hardest times of my life. Some of the biggest struggles, the biggest hardships and losses and divorce and death and just life changes and moving and all this stuff, job changes like the, the practice has been the foundation that has helped them get through that. They want to then share that with others. They want it to help facilitate that experience for others. And so the next logical step for them as men is maybe for me it’s like I want to share this. I want to teach it. I want to teach like I want to teach, I want to teach other people to do yoga or it’s I fallen in love with it and I just want to learn more.


14:31          Why do I feel so good? Like what is really happening on the mat? Why do I feel so stress like stress-free afterward and how, what does that mental clarity about and how does it really help me with my body because my cholesterol levels have plummeted and I’m like done all these physiological things that don’t make like a one-to-one relationship with peers. Inhale up dog, exhale down dog and all that stuff. They just want to deepen. So the next level in the Ascension of the, in the value ladder idea is basically what can you offer them that they’ll pay more for


15:02          that you’ll give them bigger results within your studio. And a lot of it comes down to, obviously teacher training is one of those, but it’s a way of them understanding the deeper aspects of the practice. And so they’re coming into your studio and doing Austin right there on their mats and moving. But can we provide them with that next level? A teacher training is a wonderful next level because obviously in teacher training they’re going to deep dive into the practice itself and the poses and what they, what we do on our math. But also we get to teach them meditation and understand how to actually sit still. And the benefits of that along with components of personal development, which is yoga is the oldest personal development system ever. And so if we can teach them how to develop a life, design their life on purpose, have a purpose-driven life, you’ll blow them away.


15:47          And then so the other aspect of this is like is that some people don’t want to do teacher training, but they do like, so maybe I’ve practiced at your studio for a while and I love what you’re doing, but I don’t really want to be a teacher. I’m not interested in getting up and teaching in front of people. Is there a way of, for me to deepen my practice without actually taking a teacher training? Right? There’s a market for that, right? There’s a market for that. People want to jump in and do something more, but they’re not really ready for teacher training. And so in a young studio owner’s mind is like, well then workshops. Workshops are great, but they’re just little one-offs. Yeah. If you can put together a bigger package for them, a bigger experience for them, uh, something that’s that you can teach, like the deeper aspects that you, maybe you would, that you would probably teach in teacher training or the personal development side, that is a bigger thing that they’ll pay more money for that be involved in this in a challenge or a mastermind or something that’s bigger. You have the opportunity to not only radically change their life, give them crazy value, but to help you on the, on the financial end as well.


16:52          Yeah. So the question for us that we’re looking at this year is what type of program can we create that isn’t a teacher training? Because it’s, you get a very specific type of person who wants to do that. But in some people are like, well then you’re like, you’re creating your own competition. They’re going to open up a yoga studio down the way, and I don’t really ever have a fear of that quite honestly, because I just hold true that if I’m doing what I’m doing well and I’m continuing to ask the question of how can I do more for the students that are coming in and make the experience even better, then it’s not really a competition thing that I have to worry about. It’s me being better within my own organization that I have to worry about anyway. But that aside, there’s another Avenue like John was just talking about like, so the question I’m asking you and the question that if you’re a yoga studio you should ask yourself is, is there a program that I can create that costs more, that I can charge more for that maybe longer term that I can get very specific results that’s kind of in that personal development realm, but getting a very specific result.


17:48          Maybe it’s like a meditation program. That’s kind of been my thought lately. Or if it’s like a nutrition program or something that like that I can say like, Hey, this is the result you’re going to get over the six-eight 10 12 week period and it’s going to cost more because you’re going to get coaching and then you get online resources and you’re going to get like live classes, like private classes and that. We’re going to talk about it and we’re going to like, if you have to set up the offer, we’ve talked a lot about offers in this podcast, so you do it right, but then it’s a way of adding more value, getting people bigger results, tying them deeper into your culture and also increasing your revenue ELA at the same time. So that’d be great ideas and great examples of upselling.


18:28          But let’s talk a little bit about potential. Could we talk about retention as far as like the product and develop and making sure that in the delivery side of it, it’s incredible, right? So you’re adding just amazing value but like, but if somebody is on your best membership, your premium membership and you want them to continue on their premium membership, what kind of things would you do as far as like value at that stage where you retain them, they consistently come back, they consistently keep their membership. Talk about that a little bit. Like what are some ideas as far as retention? Well, what happened last year was we realized because what we’re really saying is man, these five core functions of the business, our way, a framework of looking at your business and seeing where can you do better? Like where can, where are the gaps and how can you fill those gaps and what can you do to make each segment of that better?


19:16          What we’re incorporating right now is lead generation, nurture, and conversion, right? But now we just did an analysis yesterday at the time we’re recording this and what we looked at was, Oh, the retention aspect of it is where our next gap is. We do well on the fulfillment of it. And there’s obviously, like I said, little ups and downs with that. So where is it? So the brainstorming that we’re talking about is how can we do, like for the members, for the premium members, we have three tiers of membership, but maybe for all the members are premium members. So this is kind of brainstorming on the fly on the podcast is how like events that we can bring them to that are free for them, but that just say, Hey, thank you for being who you are and we’re gonna throw this event together. Private classes that are just for them seems so simple, but it’s powerful.


20:03          Just cards, snail mail cards. You know, here’s the difference when like you can send an email, but you know that the amount of effort it took to send an email was low. When you get a card and you realize that means someone had to buy that card, they had to take the time to handwrite it. They had to like lick the pillow and I’m joking, but I’m not joking. And they put a stamp on it and they had to take it to the mailbox and they put it in the mailbox and lifted up the handle to say, there’s a mail in here, you’ve got to take it. No man, male person like you get that and you know it’s more valuable because of the effort that they put into it and so little things like that. It doesn’t have to be like, I’m throwing this like $5,000 event and I’m bringing everyone in and we’re having a big old party, whatever that is. You can do little things. This is what we’re brainstorming


20:48          is how can we do little things that show a lot of value that won’t cost a lot of money but that are really appreciated. Yeah. One of our teachers are his actual mentor. He’s not one of our teachers directly, but he has a business where all of his premium members, every once in a while he’ll send them cookies or send them a Starbucks card, a gift card for Starbucks like he does. He’s a little like, and it’s random, right? These little things throughout the year. You’ll just send off the people that have been with the longest, some special little gift in the mail. And it’s like Chris said, it’s actually going in the mail to them. And it’s one of those cool things that people really appreciate that, that say, okay, you, you didn’t just do, give me a discount on something or just and just send a mass email to everybody.


21:26          You actually took a little bit of time. So people appreciate the time spent more so than the money, right? Because time is one of those resources that we do not, we have limited supply. Money can be replenished, right? We can get money back and it can leave. We can get it back. Time’s not like that. Right? It’s a, it’s a valuable resource. So if people realize that you spent the time to actually do something, to, to go to that next level, uh, they really appreciate it and they will stay with you. Yeah. So if you’re listening to this and you’re a member at hot house yoga, know that we’re thinking about you and we’re trying to make your experience way better. And if not, if you’re a yoga studio and you’re hearing this, start implementing little things, it can be something as simple as like, just like if someone has to suspend because they have surgery to make sure that you ask them how it went afterward when they come back or to send them a get well soon card. Like it’s so simple sometimes and so little. But for me, I know I overthink it and I think it’s gotta be this big grandiose thing that we do and oftentimes it’s just little things that show that you care that take a little extra time but don’t actually really cost a lot of money. Yeah. So hopefully you got some value out of that. There are some gold golden nuggets in there. Chris, take us out. Do work. Honor the struggle. Make the world


22:35          a better place. 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.


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 –> http://bit.ly/yogaentrepreneur

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 –> http://bit.ly/yogaentrepreneur

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 –> http://bit.ly/yogaentrepreneur

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 –> http://bit.ly/yogaentrepreneur

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 –> http://bit.ly/yogaentrepreneur

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…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

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.