14: The Big Lie About Money

yoga money


What Is This Episode About…

In this episode, we are going to discuss the fact that money is really just energy and a medium of exchange. This is a sticky topic, especially in the yoga world, but it’s super important and why we have spent the past few episodes highlighting our battle with money so you can avoid our pitfalls and learn what we have over the years.

We’ll debunk the idea that Time is Money while giving reference to Myron Golden, and also discuss how the misunderstanding of what value is and how to create more of it, is keeping yoga entrepreneurs from making more money. 

If you’re an existing or aspiring yoga entrepreneur, you won’t wanna miss this one. Check out the episode above or on your favorite podcast player here.

Key Points Discussed:

  • The mud of our lives is what gives rise to the beautiful expression of who we are (01:21)
  • The money beliefs that control us (02:59)
  • Freeple, cheaple, and feeple (05:05)
  • It’s never an equal exchange of value (09:11)
  • The money is more valuable than the service (11:59)
  • Money is not equal to time, but it can help you get some of your time back (14:35)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released September 25, 2019

Episode Transcript…

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


00:00          Right. So, today we want to talk about the sticky topic of money. Yeah, we’ve been on this kind of money kick last couple episodes. We’re gonna continue, and talk about what it is, and what it is not.


00:15          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.


00:46          Yeah. So, Chris. We… you and I have kind of broken-down our money issues. Exposed… So painful, so painful.


00:57          So we talk about our money issues and like what… how that’s affected our lives, and what’s also… it’s one of those things too, which is interesting cause it’s… it’s affected us, but it’s also created a drive in us. You know? It’s like… but it’s taken… it’s gotten to a certain point, and we’ve expanded to the point that we’ve decided, “Okay, I need to be proactive, and actually do something about these money issues because I cannot live with myself.”


01:21          Yeah, it’s funny cause the… it’s one of those things where the… your greatest weakness is also your greatest strength. And like, the issues that we’ve had… it’s funny cause, this is… in yoga, we talk about like, the symbolism of the lotus flower, and like the mud of your life. So, the symbolism… if you’re not… if you don’t know about like, the whole yoga speak, is the lotus flower is a very prominent symbol in yoga, because, it grows from the mud. Right? And this beautiful expression of a flower, this gorgeous flower, comes from mud, literally, something that like stinks, is a little disgusting, doesn’t feel good, doesn’t look good. Right? But, this beautiful thing grows from it. And so the symbolism is that our lives… the mud of our lives, is what gives rise, gives birth to, this beautiful expression of who we are. And so, it happened with us, with our dad, and the resentment, which gave birth to this ability to forgive, and this huge lesson in our lives, that we were able to overcome. And, the same thing with money, like the issues that surrounded our lives, the circumstances of our lives, the mud that I would look back and be like, “Oh my God, I wish we were rich when I was growing up. It’d be so much easier.” No, it probably wouldn’t. We’d just have different problems. So, the value of growing up in the… the scarcity mindset that we had, was that it gave us the opportunity to learn more about money, to overcome those issues, and to be better for it.


02:43          Yeah. Think about the ideas, the beliefs, that we all have around money. We all do. The idea that rich people are greedy, or the idea that money is the root of all evil. Right? Or, this is like common ideas, or money can’t buy happiness, and…


02:59          Well, broke can’t buy anything. Nope! It can’t buy anything. Cardone said that actually. Or, money can’t fix all your problems. Beautiful, teacher of ours, Myron Golden said, “Yeah, money can’t solve all your problems, but it can solve 95% of them.” Then he was like… and then he goes on to say, ”And then once you’ve solved 95% of them, you have plenty of time to figure out the other 5% that money can’t solve.” It was so good. So good. But one of the… another big thing is like, that we get caught up in is, the higher education, like the more we educate ourselves, the more we make? It’s another belief pattern and it’s… there are a ton of examples that show that that’s not always the case. Yeah. If you want to work for somebody, or be self-employed, you can get higher education, and then do that, and you can make a decent income, but think about like the pioneers, like the… the people that are like the ultra-entrepreneurs, like Edison, Thomas Edison, or Ford, Henry Ford, Steve Jobs, Bill Gates, Michael Dell. Like, all of those people dropped out of high school, either college, either one. High school or college. Everyone of them did, yeah, every one of them dropped out, and, went on to be just massive influences in the world, as entrepreneurs. So… so it’s interesting because we all had these… these beliefs, and a lot of times, they are false beliefs based off what our family taught us, or society taught us, they are these… these ideas, but the crazy thing is, they control us, right?


04:28          Yeah, they do. And that same mentor of ours, Myron Golden, he wrote that or he wrote, he actually said it on stage because we just got back from, at this point when you listen to this, I’ll probably be like three weeks, but it was this event called OfferMind, which was awesome. They call it the stuff that we’re learning about for our business and how to scale it, all that stuff. It was like all condensed into this awesome two-day event. And he was one of the speakers and what he said was, we don’t attract what we want. We attract what we are and this is why we’ve been on this kick of like money and our beliefs around it and our histories and all the issues around it is because you may think that you want money, but what you’re attracting is what you are.


05:05          And if your money, if you’re, your mindset is scarce, you’re attracting scarcity, right? If you’re, oh he also talked about like different classifications of people and like there’s freepo people who only want free things and cheapo people who only want cheap things and feepo people who are willing to pay a fee for the service. And there are prepo people who are willing to pay a premium and wherever you fall in that classification is the people that you’re attracting. So if you’re wondering why everyone you talked to wants your services, your products for free, look at yourself. And I’m like, and it’s funny because John and I just, I was a free pool. Cheapo for most of my life. I’m always looking at like, okay like how can I get the best discount? I know if I talk to that person cause like I know them, they’re a friend, they’re the owner.


05:49          They’re going to hook me up with a discount. Now I’m like, no, no more of that. I want, don’t give me a discount. I want to pray the premium that you have to offer me because I know that’s who I want in my atmosphere, in my ecosystem, in the people that I want to serve, or the people who are willing to pay a premium. It’s a universal law. People, what you put out is what you get, right? What you sow is what you read works every time. Yep. Okay, so let’s get into it. That was kind of like the precursor of what we want to talk about. And so the question today, John, is what is money, right? Yes. Like what is money? This is a really good question because we all have ideas about not just beliefs around money, but an idea of what money is, what money actually represents.


06:33          And so what we teach and what we’ve taught in our teacher training is that money is an energy. It’s energy, literally like energy. You put effort into something and for that effort you are reciprocated something. Now money as far as the paper itself is just the medium of exchange for that energy exchange. That’s it. It’s so simple. Yeah. And so what we do for somebody, if you’ve take it back far enough, you go back to like, so I’m going to help you build your barn and sounds good in exchange for that. You’re going to give me a Bushel of corn. But let’s say it’s, we build your barn at a time of year where your corn is not ready. So what do we do then? Right? You’ve got to give me a note that says here’s a note worth a Bushel of corn. But then I don’t, maybe I reap my garden and I don’t need corn right now, but I do need a sheep, right?


07:25          So I go to my neighbor and like, hey, I need a sheep and I heard that you need some corn. So here’s the note for Chris’s corn and I’ll take that in exchange for your sheep. And this is how the this nominee started. We used to be just an exchange. So when Chris says it’s an exchange of energy, literally is an exchange of energy, right? I did something for you and you gave me a note that represents that energy exchange so that I can go to somebody else and say, here, this is what this is, that energy exchange that I can get something else. Right? Yeah. So if it’s energy, it’s time and effort. You’ve put your time and effort into something of which is valuable enough for somebody to give you something in exchange for that. So my next question to you Chris, is it an equal exchange? Never. Now this blew my mind. So if you think about it like John just used the, we’ll just ride the corn first, build a barn like analogy 200 years ago.


08:22          Now that I think about it, we will stop that analogy and fast forward 200 years to present day, someone comes into your yoga studio and they say, I would like to pay you this hundred dollars for the two weeks of unlimited yoga. Okay, sounds good. You would think in your mind that as far as the value is concerned, the two are equal. It’s not. I always thought they were equal. I’m like, okay the, it’s an equal exchange. They are getting two weeks of unlimited yoga. I am getting $100 that’s the equal exchange and it’s not true. Is it John? No, it’s not. One of the, this was, this blew our minds. A friend of ours, Brad Gibb showed this on stage when we went to conference call funnel hacking live and he showed this on stage and we were like, but we’re going to brat on by the way.


09:12          Yeah, he’s coming on. Woo. Really excited. But so he showed us this as this exchange of like, so what happens where when I give you all, she used the same example, I’ll give you $100 Chris for a week of two weeks of yoga. I value that. Two weeks of yoga more than that $100 and I value that $100 more than the two weeks of yoga. It’s never an equal exchange because the value that I place on what I’m giving you is less than what I’m getting. This is so important to understand because if you look at it as an equal exchange, you’re going to be minimizing the value of the service or product that you’re offering the person your yoga. And this is what you see all over the places. Like every studio is just like at this, literally this like price war of race to the bottom of the barrel to see who can charge the least.


10:05          And perceptually what happens is people are like, oh, so you want like $30 for an entire month? Okay, yeah, I’ll do that. But you know, the value of what you’re offering is more than that and you’re minimizing it and they’re like, yeah, absolutely. And in their mind it’s not as valuable because they know man, 30 days for $30 of yoga that is a re it’s a great deal. But the value has been minimized to a point where they don’t really value it. And guess what happens when they finish that 30 days and you go to them and say, hey, would you like to actually practice consistently with us? Here’s a premium membership for a $130 what do you think the, how do you think they see it now? No thank you. What? I just paid $30 for a month. Now you want me to pay a hundred $130 for $130 per month?


10:57          No Way. Right? All the guys, it’s all value. It’s all value, right? If we initially do a, it’s called lb low barrier to entry offer, we have already set up like the pacing of the value of what our services is worth. And so when people finish that and they look at, okay, now I’m ready to jump in. And they see that it’s what, four times as much as they just paid for a month. It’s a hard pill for them to swallow. Yeah, and almost impossible. So if you’re a yoga studio and you’re like, man, why are my conversions from my introductory offer to my membership so low? Look at what people are paying for the introductory offer and then start now understanding this money value equation that’s not equal, you’ll start seeing like, man, the value that I’m placing on that introductory offer is so low that they’re not seeing the value of it because obviously we’re saying it’s not equal, but you, what we’ve done is we’ve distorted that equation so much so that perceptually they’re paying such a low rate that they don’t value it at all.


11:59          And so it’s so, so important. So money is an exchange. The exchange is never equal. And it’s our job to understand what our value is to then express it to the lead or whoever that is coming into your doors, that you want to be a part of your tribe, a part of your community, and hold the value to a point and place in a value on that service that they see it and they’re willing to pay for it because they’re coming in to solve a problem. Right? And that problem for them is valuable to be solved. And if you know you can do it and you charge enough for all the sudden, man, them getting that problem solved is worth way more than the money they’re giving you and you knowing that the money that you need to keep the doors open, to pay your teachers to keep the lights on and keep the heat rolling, to keep everything that you need going to keep offering that service is that money is way more important than way more valuable than the actual service you’re providing.


12:53          I know I can hear if like your yoga is and you’re like, wait a second, that’s more valuable. The money is more valuable than the service. Yes. In the exchange because of what it provides for your studio and for the community. So another topic that we want to touch on around money is time, right? And so there’s this idea that, and you hear all the time at time equals what? Money. Time equals money. Money is time. Time is money. Chris, does time equal money? No, it doesn’t. It does not equal money. It’s not even close. Time is infinitely more valuable than money. Y. Here’s an example. Again, this is from the great mentor himself, Myron Golden, so we’re at [inaudible] and he said, all right, listen, here’s the deal. You’ve all heard, money is time. Time is money. Yes. And he was like, all right, let me prove to you that it is not.


13:40          He said right now if I were to give you $100,000 what’d you say? Yes. If so, say yes, yes. And he said, okay, here’s the contingency, the condition that is, here’s the condition on me giving you that $100,000 when I give it to you immediately you’re going to die. Would you still take the a hundred thousand dollars no, thank you. Why? Because I just took time. The rest of your life away from you just like that. Now time does not equal money because it’s more valuable than money because you would give anything to have more time with the people that you love doing what you love, period. Now what’s cool is that money can buy your time back when you’re able to make enough of it that it frees you from the mental constraint of like wondering how am I going to keep the doors open? How am I going to pay my teachers?


14:35          How am I going to make payroll? How am I going to put the lights on? How am I going to buy supplies? How am I going to, like all of the small business owner struggles and stresses that we go through, like when money is constraint is a constraint for you that way, like lose time because you’re always thinking about how am I going to make it? How’s this going to work? Right? And so what money can do now, it’s not equal to time, but what money can do is help you get part of your time back so that you can be free to work on the business, not in the business. And doing that frees you up to pull the levers in your business that actually can make you more money and then free up your time even more. So what Chris is saying simply is that we can get money back.


15:20          We cannot get time back. Right? Time is… Once the time is gone, it is gone. It is done. And with the… they have conversations with people that are all at the very end of their life, and you never hear them say, ”I wish I had more money.” Right? They always wish they had a little bit more time with their loved ones. And, so that’s what it comes down to you guys is, we need to, create a life that’s on purpose, create a life that, we have the time to do what we want to do, when we want to do it, with who we want to do it with. And that’s why it’s important to learn, to understand, to implement, and to take massive action. Yeah. So, thank you so much for listening to this episode. We hope there were some… little gold nuggets in there to help you in your journey. We appreciate you. Peace.


16:03          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


13: How You Do Anything is How You Do Everything – Overcoming the Patterns That Hold Your Business Back

get more yoga students

What Is This Episode About…

In this episode, we are going to discuss the idea that how we do anything is how we do everything and dive into the fact that our personal patterns, especially around money, affect our businesses more than we know.

Whatever it is that you want to achieve, be it personal or business, if you believe in it wholeheartedly, then you must be willing to invest everything you have into it. We hope this episode helps you identify the patterns that are holding you back, so you can achieve the success you desire.

Key Points Discussed:

  • The root of yoga is to help shift perception (01:37)
  • Being an entrepreneur means taking the risk of putting yourself out there (03:19)
  • Your personal finance patterns will follow you into your business (07:01)
  • You have to look at your key performance indicators (10:12)
  • The patterns that influence how we operate personally and professionally (16:19)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released September 18, 2019

Episode Transcript…

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


00:00          Alright. Welcome. And, today’s episode, “How you do anything is how you do everything.” We talk.. What does that mean, John. We talked last time about the patterns that we have, specifically around money, and what we want to talk about today is, as an entrepreneur, how do those personal patterns affect our business?


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


00:54          Alright. So, last time we got to talk about Chris’s personal financial issues. I still have a vulnerability hangover happening from that one. I feel so good about it. And before that, I got to talk about my financial issues. And, Chris and I were talking about it and we were like, “So what…? So, how does this affect other entrepreneurs?” Because one of the biggest things that we all struggle with as entrepreneurs and as people in general are… are money issues. Right? Money is an energy, it’s a tool. It’s… you know, we have different ideas around how to make it, how to hold onto it, how to build it, and then what it means to us personally. And so the idea is, “How we do anything is how we do everything.”


01:37          How would do anything is how we do everything. So this is really interesting because, in the yoga world, like you take, like the roots of yoga, and what it’s really designed to do. It’s to help shift perception. Right? How you viewed world, first and foremost, how you view yourself. And so, it’s literally like, the oldest personal development system ever created. But what’s so interesting… so we’ve been in it and we’ve been, obviously, since been practicing since 2002, three teachings since 2004, owning businesses in 2005, so we’ve been in it for a while, and it was about 2015 when we really started, like we saw the future, and we realized what was going to happen within our business, and what needed to happen was we needed to like level up our understanding of marketing, of advertising, and business, and finances, all that stuff. So these last four years have been crazy big deep dive.


02:26          Well, we’ve hired coaches, we’ve join mastermind programs, we’ve like done all the things that we knew needed to happen to be able to level up our games, so that we can like effectively run our business. And what’s so fascinating is we were going into these programs thinking, “Oh wait, we’re going to learn like how to market. We’re gonna learn about messaging, we’re gonna learn about offer creation, we’re gonna learn how to like the KPIs of your business”, which we’ll talk about a little bit. And, invariably what they would start with was, we have to talk about how you feel about yourself. I was like, “Wait a second, they’re talking about yoga.” What it highlighted for us is that, entrepreneurship is the best personal development called the system… personal development path that we can take. And the reason is, is that, it’s entrepreneurship or yoga. And so, when you’re a yoga entrepreneur, you are doubling down on your personal development.


03:19          You go super fast. When you decide to be an entrepreneur, it means you are taking the risk of putting yourself out there. Right? In more ways than one. Not just your passion and saying, “Okay. This is what I love and this is how I’m going.. what I’m going to present to the world, and this, is what I want to make a living doing.” But it also… it’s all on our shoulders. Right? So if you’re working for somebody else, you can be passionate about the work, and do it completely, but it’s up to the other person to take care of all of it. You’re still gonna get a paycheck, whether you decide about whether… whether you decide to come in or not. Right? You’d take a sick day, you take a couple of days off, you take a vacation, you do. You don’t have to look at the details of the business, and you still get a paycheck.


04:05          As an entrepreneur, you then put it all on your shoulders. Is it, there’s a funny saying, it’s like I’m giving up my 40 hour work week for an 80 hour work week as an entrepreneur because I’m a control freak. Right? Because we love the control of it because it’s rests on our shoulders. Now it’s the most powerful personal development system because it’s up to us whether we succeed or fail. Right. Yeah. Yeah. It’s interesting cause like part of it, let’s be, I want to back up just a little bit and like what we’re saying is that you believe so wholeheartedly and what you’re doing, whatever it is that business is for us, it’s yoga. We believe so wholeheartedly in it that we are willing to invest everything we have. Like in the beginning, in 2005 we invested everything we had for this thing. To run. Like if we failed, we lost it all.


04:55          And that level of commitment requires you to put yourself out there in a way that exposes you, literally exposes you, like to believe in something so wholeheartedly that you’re willing to say, hey everyone, here’s my message. Yoga, like from martial artists who and like, and I want you to pay for these services. In fact, I am going to open up a yoga studio, a hot yoga studio for us, and I’d love you to come in and let me talk to you about what Yoga is and let me help you heal the pain that you have. Like your, there’s an emotional exposure that happens when you’re willing first to go all in on your dreams, right? Because it is like such a heavy commitment to know that I can no longer blame anybody else for my success or my failure, but me, period. And that, so that’s growth inspiring because man, talk about like all the pressure on your shoulders and you’re going to pull up big boy pants, John, or you’re not right.


06:00          Put my boots on, but my boots on. And so the next level is, okay, so I’ve made that commitment. I’ve put all that pressure on myself because I believe in it so wholeheartedly. But then it’s the willingness to share that message and the moment you open yourself up to that, all of a sudden you’re exposing yourself to haters, to people who want to throw shade at people who aren’t in the arena, who haven’t committed to that, but who have very strong opinions in the social world. We live in about what your message means to them or not. And so by virtue of you having to then express yourself in a way that most likely isn’t in the mainstream, isn’t in the norm, especially back in 2005 when we started this, it was not like you weren’t seeing it on pharmaceutical advertisements. You weren’t seeing on, on every like grocery store advertisement and people doing yoga and it was like how it represents health now, like, and so the willingness, especially with men teaching it. Yeah, no doubt, no doubt the willingness to go there, right. It just, you can’t help but grow in the process by virtue of what it means


07:01          to be able to, to have, to, to be successful in your business as an entrepreneur. Yeah. And then the other piece of this, which is vitally important when you can get over all of that, what Chris has said is bringing your financial money issues into your business because it’s going to go there, right? You’re all of a sudden you start to create a following, you start to get traction. You’re cheap. You’re able to pay the bills every month, and that at some point you’re able to give yourself a little salary and start to build that, right? Your patterns, your own personal financial patterns or your own budgeting patterns, your own even ideas and feelings about money are gonna follow you right into your business. And so what’s required of us is to take a real look at that and say, are these, is my feelings around money? Is My, are my patterns actually serving me? Are They gonna help me? Not just personally, but in my business and be able to organize my finances in my business to continue to keep the doors open or is it that little parasite that’s all the sudden going to eat its host, right. That’s going to take over and all of a sudden I have to close the doors because I haven’t managed my money because I’m bringing myself to it. How we do anything is how we do everything.


08:10          Yeah. So back in 2016 it was actually the end of 2016 is that right? No, it was the end of 2016 the very beginning. So January one, 2017, the structure of our partnership completely changed how we bought out one partner. Uh, we separated from the other one all amicable. It was all like it was, it was, it was right for everyone. You know, the partnership, the way I think of it was like, it was like a shoe that just didn’t fit anymore. So we had to replace the shoe and put on a different one. And for everyone, it’s all worked out well. So, but what happened prior to that? This is what I was saying, like, man, we knew we had to level up our game. Now financially, what that meant was we were on the hook to learn and to know all of it.


08:54          So back in 2005, one of the things that we knew we didn’t know was I didn’t understand, like I even went to, I went to business school, but I knew I wasn’t qualified to run the finances of our business. You know, you may have felt differently, but what we decided collectively to do was to bring on a partner who understood that, right? And who was in that world and who could manage that. Fast forward to 2015 we realized, man, that’s not our reality anymore. Like that person. Like we’re buying that person out. Like we’re, we’re moving on, on her own. And so there was a period of time after that where we stayed with the same bookkeeper and we were looking. So, and she, you know, she’s old school, you know, and I think she liked the big green accounting book that was like no longer in existence.


09:40          Like it’s all automated now. But, uh, God bless, I love her. I’m not talking, I’m not talking smack about her at all, but she was just, there’s, here it is. She was stuck in her ways. Her pattern was an old school way of doing it where the system that we used was not cloud-based. There you needed eight passwords to be able to hack into it. No two people could be in it at the same time. And so what that meant for us as we’re like trying to venture in and run our own business and look at the numbers was that we were literally operating for the future


10:12          while looking behind months in the past months, it’d be like driving a car forward, looking in the rear view mirror to steer what, yeah. That’s great. So this brings up another key point of, and this is a huge transition for us. W W uh, studying with our mentors and our coaches. Chris and I dove deep and got a lot of help and we just consumed information, which was also, you know, it’s, it’s interesting there’s was a vulnerability there, right? We had already become successful in our business. And yeah, we got to a point where we were like, we don’t know this information. Like we need to study with people that have good strategies, good frameworks to help us. And one of the big things that one of our teachers talked about was KPIs, key performance indicators. And so if you are an entrepreneur, you’re a business owner. If you do, you have to look at your key performance indicators.


11:01          Key performance indicators are like if you were highlight in a plane and if you’re flying a plane and you were doing it during the day, it’s kind of easy to fly during the day. I don’t know about flying if it is or not. I don’t, I don’t fly. So, but I mean you, you literally can use your eyes. That’s my point, right? You can see if a mountains coming from behind, you can see if you’re too close to the ground. Right? You can see around now that same pilot has to fly at night. That same pilot has to fly during a rainstorm in the clouds. Right. How do they fly? They fly off their numbers at night, they fly off their numbers, their measurements, their reading, their measurements are reading their numbers, they understand how far away they are, how far off the ground they are. They understand all of it based off their numbers. Your business is the exact same thing, right? When everything’s beautiful and the sun is out, when you can see clearly in money’s coming in and you’re doing well,


11:54          you’re like, oh, I don’t need to look at my numbers. Everything’s cool. But when it gets dark,


11:59          when the, when the storm comes, if you’re not looking at your numbers, you crash.


12:04          And this is the, this was what our blah, this is a huge, this was


12:08          the biggest Aha moments for Chris and I were like, all right, we got to get down and uh, serious about looking at our KPIs. So we started just regularly looking at these, these key numbers in our business weekly and then these key numbers monthly and then being so consistent with it that we could start to pick up the patterns. And that was one of the keys when we started seeing these patterns. We can make little tweaks in our business to, to shift the pattern if it wasn’t where we wanted it to be and that it was the game changer for me.


12:40          Yeah, so some examples of the, like some KPIs like for sr sales, total sales numbers, numbers of memberships, the number of new people coming in, the percentage of those people that have bought an intro package, the percentage of the intro package, people that have purchased another package, those conversion rates are huge. It’s literally the oxygen that fuels the lungs of our business, right? It’s the lifeblood of it. And understanding that on a weekly and biweekly basis gives us a very clear understanding of how much oxygen do we have in our system right now. Do we need more meaning we can make decisions in the now,


13:18          bye


13:19          if by looking at numbers in the very like the most recent past so that we don’t have to go months and months and months and wonder what happened, how do we end up where we are? Right? And so what’s so interesting about this is that this is no different than like your own personal life. Like we end up, I know in my relationship I, we talk about it in the teacher trainings we do. I’m like, I’m very binary with this. Like in my relationship with my wife, if there’s any tension between us, I look at that as the beginning of the end. We have an awesome relationship, so like if I love her to death, I guarantee I will be with her for the rest of my life. Period. You can mark this podcast episode as I just threw the gauntlet down. That’s what’s going to happen and I believe it wholeheartedly and I know it’s true.


14:06          It’s because I know in real-time when something’s amiss between us, I have to resolve it. Why not? What you’re seeing is trends, right, Chris? Yeah, because looking at the trends. Yeah, there’s a great book. It was essentialism. I think it was essentially some or the one thing. Either one of those books are awesome. You should read both of them, but it was as actually was essential as, I mean they’re talking about trying to find the leads in your life. Journalism at its heart is trying to find the lead, what the lead isn’t like. It’s not the story that’s presented. It’s what does the story mean? It’s not all the details, it’s what’s embedded in those details as far as the meaning of what’s happening now and what does that mean for the future. And what I mean by that is like the KPIs are those details.


14:50          There are leads there that are going to give you the information that you need to make changes to keep the business running on of like a very sound financial footing for my relationship. The leads are the experiences, the feelings that I have between my wife and I. And this is all relationships and I’m just using this as an example that are giving me the trends in our relationship that will influence the way we feel about each other tomorrow and the next day and the next day. So I, I mean it sincerely, like when I’m, when there’s tension, I have to resolve it as soon as possible because I know the potential of what that’s gonna mean. The lead in that story is there is some dysfunction on our horizon. There is some tension on a horizon and if you know it in your own relationships like you know it’s not one big thing.


15:38          It’s a lot of little things that just fill the gaps and create space and friction and tension between two people. It’s no different in business there’s a lot, there’s little decisions that are made and little like spaces that fill up in between where you want to be and where you are that if you’re not looking at them regularly it’s you look back just as I would my relationship and be like, how did we end up here? Are for looking at my business like how do we end up here? Or your personal finances. You end up going on a shopping spree every Saturday. That’s what you do and all of a sudden you’re spending more than you’re bringing in, but maybe just not my whole lot and then three or four months down the road you look back and you’re like, how did I end up in debt?


16:19          How did I end up here? It’s the same thing for your business. The same thing for your relationships. It is the same thing. We have to stop, take stock of where we are, look at our KPIs, your key performance indicators in our personal finances, in our relationships, in your business, in order to change what’s not working and then shifted into a way that is working so that you can be successful with it in any realm. Right? We have to see our numbers. Yep. So here’s the takeaway. There is a pattern that you have in your life. Just like I have patterns in my life and John has patterns in his life that are influencing the way we operate personally and professionally. [inaudible] looking at those as just facts, not as like the story of me and what that like and all the things that it means because of that, but just pure facts.


17:12          Oh, when this happens, I do this and when that happens I do that. Understanding that is like, it’s literally hacking in to your own experiences so that they don’t sabotage. Like the beauty in the effort and all the hard work and the sacrifice that you’ve put in to like being an entrepreneur and doing the work of like putting it all out there and like, like taking a stand for what you believe in and what you love because how you do anything is how you do everything. When we focus on those things and we get clear about the facts of the life, of facts of our lives, where these are just the patterns I can then that’s the first step and understanding, oh, will or will not


17:50          allow that to bleed into this other area. Yeah, and then it’s understanding the lifeblood, the numbers, the KPIs because the numbers aren’t emotional. Like Krista said, the numbers are just the facts, but they’re a map. They show you where you’ve been and they’re a great projection of where you’re going to go. So that’s all I got. That’s it. Thank you so much


18:11          for joining us for this episode. I hope you enjoyed it and we will see you on the next one. Thanks so much. Have a face. 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


12: How To Overcome Money Issues (Chris’s Story)

personal finance yoga

What Is This Episode About…

In this episode, it’s Chris’s turn to talk about his experiences growing up in a family that was on welfare and struggling to make ends meet. John will interview him about growing up as the youngest in the family, seeing his mom struggle financially, and the dysfunctional patterns that he formed from that.

They will also dive into his money issues, and how he overcame them when his responsibilities in life increased. Tune in and enjoy!

Key Points Discussed:

  • Growing up as the youngest of six kids (02:37)
  • The survival instincts to get food (05:18)
  • The moment that wired Chris for financial dysfunction (06:44)
  • Ignoring budgeting and piling up debt (09:40)
  • The turning point towards being financially responsible (12:47)
  • Being aware and conscious of the patterns (17:36)


Learn More About The Content Discussed…

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

Some other resources related to personal finance:

Books 📗

➡️ The Millionaire Next Door

➡️ I Will Teach You to Be Rich

➡️ The Index Card 

Online Resources 💻

➡️ https://www.thesimpledollar.com/

➡️ https://www.nerdwallet.com/

➡️ https://www.reddit.com/r/personalfinance/

When Was It Released…

This episode was released September 11, 2019

Episode Transcript…

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


00:00          Best story I could tell about like, the money thing, was I remember being at the store, and so, we were in the checkout line, she’s balancing her checkbook, and she realized she didn’t have enough money, and she looks at me, because as we are shopping, I was like, “Hey mom. Can I get this, and can I get that?” And she’s a sweetheart. So, she said yes to everything, and says, “Hey Christopher, do you really want this? Because, we can buy it, but we may have to give something else back.” And I remember the embarrassment. I wanted to curl up into the fetal position in a cave and die.


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.


01:02          I am so not excited about this one today. So, the last episode, we got to talk a little bit about money on my side, my issues, and what’s… growing up in a family of six siblings and then mom and dad, but basically mom, raising us. How you’re so incredibly crazy. Yeah, totally. How we… how we all grew up in a family of that… basically were raised on welfare, my mom taking care of six kids and… and then just the struggle of it, and now more important than that, is like, is the patterning, the issues that creates as you’re being raised in that way, and how that affects your future self. So we got to dive deep on my stuff last time, so we’re going to flip the script, and I’m going to interview… Alright. That’s it. Great show today, John. Let’s move on. We’re going to flip it and throw it back at Chris a little bit because, what we talked about last time, one of the fascinating things is that Chris and I are four years apart, and we grew up, obviously we grew up in the same family, but how… what I saw being four years older created the patterns in me in a certain way, and what Chris experienced, same exact experiences, but just being four years younger created similar, and different patterns in him.


02:13          So…


02:14          Yeah, yeah. The way it gets interpreted. Like at four years, especially when you’re younger, four years is like… like an ocean of difference in your cognitive ability, how you’re seeing things, why you’re seeing things. And so, as you experience, so we say we experience the same thing, but really, we didn’t experience the same thing because the way we interpreted those experiences were totally different, which is so fascinating. Yeah. So let’s dig in. You ready for this guys?


02:37          No. No, I’m not. Alright, let’s start with what did it feel like growing up in a family with five brothers and sisters. So it’s six of us, and being the youngest, and being the rant. You were actually kind of small for a little while. I didn’t really start growing until I was in 11th grade. That is no joke. I think I was five-two until…


03:01          we played basketball. He could hit some three-pointers. He was like a point guard bugs him alone. Muggsy he was the little guy in the Al side. Oh, Malin. The three-pointers, but I digress. So what did it feel like being the youngest and growing up in and growing up in our family? It was challenging for sure. I mean, I didn’t have all the like a room or a bed, the log cemetery for the luxuries of my life out there. There’s a seriously a good period of time, years where my bed was the couch and that’s when I was living. I would literally have to be like, hey guys, I need to go to bed now. I’m going to turn the TV off and you need to go into your room because you’re in my room on my bed on this couch. And so it was tough in ways.


03:45          It was awesome and ways to like, so the struggle was there prior to dad leaving, but I was so young, I was like two years old when they two or three years old when they ended up splitting up. The struggle got more intense after he left, obviously mentally, emotionally for my mom. But what it also did for me and for the brothers and sisters, which is one of the reasons why I thank my dad for all the choices that he made, is that it allowed us to bond together and like we actually supported each other and like the support system was no longer like mom and looking to mom and dad for the guidance and the discipline. For me it was looking to like you and Jimmy and the older sisters, cause I was the youngest for that guidance, for that discipline and to like learn what it was like to be a human being in this world.


04:29          Now being the youngest, there was always this feeling of like, man, there’s not going to be enough food. I’ll tell two stories. I remember mom coming home the weekly grocery shopping, right. And it was like she would come back with like a hundred bags and like load up the refrigerator and it was like starving wolves. Like they would all come in and in my mind, it was like a cartoon where they’re like, like food flies everywhere, like clothes and like hair and like everyone’s just like devouring each other. And I’m the youngest so I’m not getting in the melee. I’m just waiting. So then I started getting smart about it and like once she would come home, I would start grabbing food and like hiding it and behind places and things that I knew, like they wouldn’t go behind the lettuce. So that’s where I’d put like Turkey and the Cheese to make sure that I could eat.


05:18          So I joke. But I mean literally it was like a survival instinct to make sure that I was going to have food the next day. And so I would go and hide shit and like just make sure that I have food cause it was, and there’s something instinctual about being the youngest I think. And if you’re like the youngest in your family, you’ll probably resonate with this. Where like survival’s not guaranteed man. Like you’re not like you, you were the lowest on the totem pole. So that’s one story that was like, and that food thing came to talk about pattern like core pattern. That food thing came up a lot later on in my life as far as the dysfunctional pattern that I had to work through. But maybe the like the best example, the best story I could tell about like the money thing was I was, I remember being at the store and my mom had a full grocery cart.


06:05          Right. And so we’re in the checkout line and the cashier’s ringing us up and ringing us up. And this is like the time where like my mom would have her checkbook out and we got the total, she’s balancing her checkbook in the line. Like, and this is prior to like everyone using a card. So I don’t think people were like rushed or like pissed off that she was balancing your checkbook. But now like you’d get like you’d get kicked out of the grocery store if you tried to balance your checkbook in front of people and she realized she didn’t have enough money. This is late eighties probably late eighties early nineties maybe. Yeah, she didn’t have enough money and like she looks at me because that’s where a shopping, I was like, hey mom, can I get this and can I get that? Can I get this? And she, you know, she’s man sweetheart.


06:44          That’s a crazy warm-hearted person. So she said yes to everything, realize she doesn’t have money looks at me and says, Hey Christopher, do you really want this because we can buy it but we may have to give something else back. And I remember like the embarrassment, like I wanted to curl up into the fetal position in a cave and die and I just like, I couldn’t even answer. I just walked away. I’m maybe like seven years old at this point. I walk away and I’m like, please God, kill me. Like, get me out of this scenario please. Just, I want to avoid that feeling of embarrassment of like not having enough money and then my mom asking me if I’m okay with putting something back and like I felt like everyone knew we were poor at that point. And like somehow I was responsible because I asked for too many things that we didn’t have enough money to buy all this stuff. And so that one experience like stuck with me, there’s, you know we’ve talked about patterning the way of like building a pattern in your mind. Literally your brain is to have one really, really strong like traumatic event. Like wire it tight off the first go or to do things a little bit, a lot over a longer period of time. That was one event where it was like one moment and you’re like wired for dysfunction financially for the rest of your life. That was me.


08:03          So an example of this would be like if the stove is hot and you reach in your little, you’re young, you reach up to touch the top of the stove and you burn your hand. You only have to do that one time. Like it’s wired I, that is a pattern that is there. And then doing these little things over and over again to build deeper patterns is what most of us build patterns with. And uh, so that experience was like, burn your hand on the stove. [inaudible] so hard printed it imprinted deep.


08:28          And it was reinforced by like, every time I would see her have to pay a bill. And like I talked about last time, I literally like every time, like I pay a bill now I’m like, I hear her, oh, I don’t know where the money’s going to come from. And so she would like, and I see that and she was so open about it, she didn’t try to hide any of it from us. So like all her, the are emotions and the mental anguish and the financial struggle was all like, they’re just available to us to hear and to see. And so like not only was that like the burned wired tight into my brain event, but it was then reinforced like, oh yeah, every time, like every week a bill comes in [inaudible]


09:07          how much money you don’t have and how poor we really are. So let’s fast forward a little bit. As you get older and you start to have responsibilities, you get job, you started to make money. How did those patterns kind of play out in your day to day? Was it easy to buy things for you or is it easy to buy smaller price things more difficult, buy more expensive things. How did that affect your managing your finances as you got, as you started getting older and actually making money? What’s funny, because this is last time in the last episode, I was like, man, if you went the entire like 180 degrees opposite from where I went with it. So you are like, I’m going to [inaudible]


09:40          learn about it, I’m going to like control it and I’m gonna figure it out so I’ll never have to deal with it. And I was like, I’m going to run away from it. I’m going to bury my head in the sand and if I never look at it and I avoid it long enough, it’ll just disappear and so and so I didn’t, it was like small purchases. When I knew I had money I was like, okay, that’s no big deal, but I would never look to see if I had enough. I would literally be like, here we go. Like bigger purchases. I knew like I had to like I couldn’t bounce a check, I couldn’t, but I didn’t really like I knew generally how much money I had, but like specific expenses and income and like what was going out and what was coming in, I will fully disregarded it. I didn’t want to look at it. I didn’t want to experience it. I didn’t want to know cause if I didn’t know then I wouldn’t have to deal with the reality of how little I had or how struggle, how tight finances actually work. So I actually just, I was like, if I don’t learn about it then I’m just as good as I am now. And that moment when I ran away in the grocery store was just replayed over and over again in different ways as I got older.


10:47          Mm, yeah. Yeah. It’s funny, I never really thought about that until now, but that literally it was like the representation of how I responded for the rest of my life was burned and wired in the grocery store as I was seven years old. And when we talk about this, it’s like when I decided to dive deep, I didn’t all of a sudden start studying like finance books and like the art of making money or like how to, how to invest. I just was like, how the hell do you just budget money? Yeah. Like how do people budget their money? Like what are good strategies to budget money? And what it sounds like is like you’re like that. I’m going to go in the other way. Sorry to throw an f bomb out there guys. But you’re like, I don’t even want to understand how to budget. I’m just going to very much like you said, bear my head in the sand and roll. See where I end up.


11:32          Yeah. And it didn’t work out good. That didn’t turn out good. Like I bounced a lot of checks. I didn’t have money. I had to find out like through more embarrassment of like, oh by the way you just got an email from your bank and you overdrafted again. Oh and by the way, when we asked you for overdraft protection, you said no because you thought it wasn’t worth it. So I mean it bit me every single time but so you know, so I’ll fast forward even more and all the sudden like I graduate from college and I’m super in debt. I decide I’m not going to go get that corporate career job cause I was international business major and I like emphasized and Europe and I studied abroad and so I was all set up to like start making money. German and minor in German.


12:17          I was like two classes away from a double major in German and international business. The smart kid not financially. And then let’s pause this just cause I want to make, I want to highlight this point. You majored in business. Yes I did. Right? You majored in not just business, international business. Yes I did. And your personal finances, you were struggling. You were struggling at that time even right. Cause the person was more like an elementary school level understanding of finances and money. So what was the turning point? The turning point was when we opened up hothouse, right. So it was interesting cause we had a martial arts academy, like it was backyard style. So we had it in our home and I got to a point where like I was waiting tables, I was going to school, I was like teaching classes regularly. I was training like crazy and I was living like pretty modestly.


13:09          Like you and I were living together and so I didn’t have a lot of expenses so I didn’t even at that point have to look at them. I didn’t have to, I was good to go. And then, and I was making more money than, and I just knew like I’m making way more money than the money that’s going out. So I’m just good to go. Which was like it was good, but it was also bad cause it just reinforced the same behavior of me not looking at the money that I had and needing to really like organize it and make sure I could be, I wasn’t thinking about saving, I wasn’t thinking about the future. I was literally just like what day to day, week to week, month to month, which sounds like super, I’ll go in for the flow. You know, I’ve got, I don’t have to worry about the future.


13:46          The time now. Always now. No. So when we buy finances, go with universal provide man. No. So then all of a sudden like we opened up hothouse and like what I guarantee I took a pay cut because we didn’t like, we knew like at that point we had partners and we knew what our expenses were within the business and we knew what we couldn’t do and I knew personally, but the amount of time and effort that was putting into it, the amount of money I was getting out, like I had this really start looking at it. So the answer is that the turning point was like getting more responsibility and having to do it because of the consequence of not doing it. Like so high was so much increased some prior in my life that there was, the turning point was you can’t do this.


14:35          And it’s not just for me personally because now there’s other people who are at stake here. You not taking care of like me not taking care of my finances could potentially harm my partners, my business. And at that point I was like, no, this has got to get right because I can no longer operate this way because it’s now not just about me. It’s about other people. Fast forward even more. And I got married. Hello? Yeah, I was just gonna ask about that because as you get older, you start to stack responsibility and then it’s not about you anymore. And what happens with a lot of people I think is that they, like even when they make a commitment to somebody else, they still hold to their old patterns and then all of a sudden that other person’s wrapped in their chaos and their dysfunction.


15:21          And then fast forward a little more and you have kids with kids with that person. And if you don’t make an effort to say enough, it is time to change these patterns. If they are not serving me, they’re definitely not going to serve my spouse and they’re definitely not going to serve my kids. It is time to make a damn change. Yeah. It’s funny because you’ll do more for other people than you’ll do for yourself typically. And that’s exactly what like the spur was for me was it started with business partners and realizing that I’m like we have money, we have our house on the line, I cannot mess around anymore. And then it was like increase the intensity and the pressure with having a wife like triple fold the intensity and pressure wants to have a kid than a second kid. And what also started happening is like man, expense has started just ballooning because you got kids, man.


16:05          I got like, you know, labor and delivery and the whole birthing process and then all the, how do you keep them alive? Like you gotta buy stuff to keep them alive like food and like high chairs and car seats and strollers like stuff. I’m like, oh my God. So all of a sudden I had to be very like much more dialed in personally with my finances and this, it was interesting what ended up happening too is that was kind of what the pressure built in that and it was, we’ll talk about this in another podcast, but it was one of the reasons why the partnership had to change at a certain point was because I, the pressure of needing to make more and to have more control over my own life was bumping up against the amount of expenses that I had and how I couldn’t control that with the partnership that we had.


16:50          Yeah. So yeah. So all that to say like the, I wish there was a magic bullet. I know like, cause we all have patterns like, and it’s not like are you patterned or not, it’s what patterns do you have that are functional and what patterns do you have that are dysfunctional? And this is like Yoga One oh one we’re pattern to see the world in a specific way based on our upbringing. Like we’re talking about money, but it’s, I talked about earlier, like I have food patterns I’ve got, so we’re talking about relationships, patterns of relationships, how I viewed the world in relationship to money, how have you, the world relationship to food, how have you, the world in relationship to working out, health, eating, diet, all of it. And so like I wish once you became like aware of it, that was enough to dispel it and like you’re done.


17:36          Like, Oh, I’ve got a money issue. I’m now aware of the money issue and now I no longer have the money issue. I read a book and it’s all gone. Yeah. Oh my God. Done. So the answer really is like, so if you hear this, you’re like, man, that’s great. Good stories. Now what? Like who cares is like, this is like what I said Yoga One oh one it’s what meditation does for you. What Yoga is designed. Like I say meditation because that’s Yoga and yoga. Asana, which is a supplement to meditation and what that does for you is it gives you one awareness. I can now be aware and conscious of my patterns that don’t serve me, my that feeling that comes up when I have to pay a bill. That feeling that comes up when it’s taxis and the feeling that comes up when I know I’m getting paid and I’m not sure how much money we have and like I need to look at it and be proactive about it.


18:21          That awareness is first the impulse of feeling a certain way. For me, the impulse of wanting to run away and bury my head again. Like, no, that’s not, that’s I can’t work. My life doesn’t support that anymore. And so that impulse control is the, the desire to feel that and to do that, to act on it and to not, right. So I have the awareness, I have the impulse control and that ability to not act on it is how we start changing behaviors, how we start changing habits. And then it’s like for me, I think that goes the third part of it is empathy, right? To recognize that in my relationship it’s not just about me. I have to feel and understand where others are. And then that was like, I guess the biggest, strongest push for me was to, to change those behaviors, to have that impulse control, to actually like change how I was behaving in relationship to money because of understanding how other people would be affected by it.


19:11          Yeah, that’s huge. Yeah. That’s huge. And then when you have all of those things, then the three ways to change it are your story. Yeah. Your state or strategy. Yeah. And with this, for me personally, this was the strategy piece of, of what does a simple way of budgeting money? What’s a simple way of looking at it weekly? What’s a simple way of understanding it? What’s a simple way of building it, right? Simple way of being able to approach this subject so that I have better control over it. Yeah, exactly right. And so if you’re listening to this, you’re like, wait, this is yoga entrepreneur secrets. Like where’s the secret as an entrepreneur for yoga? Well, the secret as a yoga entrepreneur is your patterned, and we’re going to talk about it in the next episode about money specifically about how you view money and that vantage point.


19:57          That viewpoint of money is a pattern of thinking. It’s evil or thinking it’s wonderful or thinking whatever it is like and it’s affecting the decisions you make as an entrepreneur basing at your like services and the price you charge for your services is going to be a reflection of the pattern that you have around money. And this is what we’ll talk about later. We wanted to tell our stories behind it because it’s important for you to understand like, man, we where we are now. Like if you look at our circumstances, we shouldn’t be here, right? I should be like dying slowly in a trailer, worried about the river.


20:34          Oh my God. And I’m not because of yoga, because of the practice. So this is what we have the like this beautiful opportunity to do as yoga teachers, as yoga entrepreneurs. We can yet teach Astana and help people feel better physically, but we can also help them understand that we’re all patterned in certain ways and that the core of yoga is to help rewire the patterns that don’t serve us anymore. And as far as the Yoga entrepreneur, it rewires the patterns that are encouraging you to charge less than you’re worth encouraging you to invite. If you’re me bury your head in the sand. If I just don’t pay attention to it, then maybe it’ll go away. And if I keep charging less than maybe more people will show up and then it just doesn’t work. It’s a recipe for disaster. And with all of that, if you are an entrepreneur and you do have a yoga business, are you looking at your numbers? Are you flying blind or are you looking at your numbers? And we’ll talk a little bit more in detail about that in the next episode. So thank you so much everybody for


21:29          tuning in and keep an eye out for the next episode will be a good one. Yes, Thanks for listening. We hope you enjoyed this episode and be sure to tune in for the next one. Thanks. Peace. Thanks. 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.



11: How To Overcome Money Issues (John’s Story)

What Is This Episode About…

In this episode, we’re going to dive into the subject of money and why people call it the root of all evil. We will talk about our personal experiences with money, and how that formed and shaped the way we saw our realities.

The episode will focus on John and his money issues, how they came to be and how he overcame them.

It’s not specific to the yoga industry, but we have seen that a lot of yoga entrepreneurs have bad relationships with money. Whether that be thinking money is a bad thing, or they feel like they can’t seem to make enough of it. It all starts with having the right mindset about it.

Hopefully, the key takeaways from his story will help you look at your money issues differently so you can work towards financial freedom.

Key Points Discussed:

  • The delight of being read to (00:49)
  • John’s money lessons growing up (02:32)
  • The dysfunction of struggling internally about spending money (07:27)
  • Studying ways of being better with your finances (10:19)
  • The turnkey experience that led to a shift (15:00)


Learn More About The Content Discussed…

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

Atomic Habit by James Clear –> Get it here

When Was It Released…

This episode was released September 4, 2019

Episode Transcript…

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


00:01          Money. Some of you just got excited and some of you just got a little disturbed. What is money and why do people call it the root of all evil? Well, that is a couple of questions that we are going to explore in today’s episode.


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.


00:49          Alright, John, this is a good one. I’m super excited. I’ve been wanting to talk about this for so long. How many of you have money issues? Really, a lot of us do, don’t we? I know I did forever and it still lingers. In fact, I’m reading a book right now. I say reading, I’m not really reading. I listen to books now. His being read to, I am too actually. That’s why… that’s why I know, but… And it just feels so good when someone reads something to you. I feel like I’m a kid again, but he’s taught… the book’s called Atomic Habits, and he talks about how, like you can have a habit, like this pre… this hardwired experience, and you can outgrow the habit, but you can never forget it. It’s always kind of there with you. It’s funny cause we talk about it in our teacher trainings, and we say like, you can like become the best version of yourself, and dismantle these patterns that no longer serve you. And, what it really, like the analogy is like, when you’re dismantling, it’s like someone screaming, the habit screaming at you. And over time it’s like a whisper. And what this book is actually saying, is that it’ll always be there and it’s always going to be a whisper. It’ll never be forgotten. So, I say I’m over my money issues, but honestly, I still hear the whispers.


02:00          But he has a way better control, like me, cause it was the same thing. I think Chris is going to ask me some questions on this one, so I was about to jump right into a story, and you guys would feel that, and I was like, “Okay, I want to tell the story, but I’m going to hold and let Chris ask the question.” Yeah, John. Slow your roll. I’m excited man. I’m excited. Right. Alright, so John, we had similar experiences growing up. I say that, but you’re four years older than I am. So I’m the younger, more up-to-date version… The rant.


02:32          So, honestly, you know, we went through similar experiences, but the way we interpreted them are obviously different, and how it formed and shaped how we see our reality is definitely different. So let me ask you a couple questions about what did you learn growing up about money? And it’s funny. I say, what did you learn, like explicitly, like did mom and dad tell you something like this is how money works or was it more implicit? Like you just saw them behaving and that was like, oh that’s how you behave around money.


02:58          More implicit. So we grew up in, I’m telling the listeners this Chris, cause obviously you know this, we grew up in a family of six. Stop listening to you after I asked the question. If you go to YouTube you’ll be able to see that. See Him actually stop listening to me start playing on my phone. He is so not interested. We grew up six kids. Exactly. It was actually a family of Eight, mom and dad and we had a 13 it was a little over 1300 square foot house. So you can imagine six, eight people living in 1300 square foot house. Our Dad is still a professional artist and he was back then and you had the terminology, a starving artist. We knew keenly what that meant. We knew very well what a starving artist was. And our mom, you know, obviously there were six of us, so she was a professional mom.


03:46          And so we always had everything we needed. We didn’t feel like we were “wanting” for stuff. Like mom always kept a clean house and always, you know, she always made it beautiful and dad did his best. So, but the reality was that we were living paycheck to paycheck and when things like Christmas would come, our dad was scrambling, scrambling to try to get enough money to, uh, to be able to get gifts for everybody and have a Christmas. And so we didn’t, when we were so young, we didn’t realize this. Our parents separated when I was six, Chris was two. And that is when things really shifted for my understanding of what money is and the perception of scarcity really have grown up in a family that, that were literally struggling. So very soon after that separation, we were on welfare.


04:41          I literally remember getting government cheese and I just thought they were big blocks of Velveeta in the fridge. And we were like, no, we agree. We have real cheeses all the time. This is awesome. And just didn’t being at that age. And as I got older and started realizing, hearing mom struggling when she was paying the bills and like just, she was animated with it and she was just vocal with it and just, and so I had this perception that you need a con, like if you want to get a handle on something, you need to understand it and control it so that you don’t get stuck in those same patterns. So I had a really dysfunctional relationship with money kind of on the other side of it where I was like, no if I get it, I’m gonna hold onto it and make sure that I’m not struggling with my finances.


05:24          Funny when you said the, uh, when you had like mom was very animated about it and didn’t like hide it from us. I remember like right when you said that, I was like, I remember the sound of her opening up a bill and being, I just don’t know where it’s gonna come from. Oh my God. I was literally back there at like six years old listening to her and being like, are we going to die? So what’s the specific, so you’re like the way you got wired, hearing all that was like, I need to control it and I’m going to hoard it and going to like, when I get it, I’m never going to let it go. Is that what you’re like that was the idea behind it. Yep.


06:02          Well was more of that I need to, I need to be way more, I’ll say way more. I mean I need to be structured around it in ways that like, so at 16 1617 I bought my first car and I was able to do that because I understood that if I want to do bigger things, I can’t rely on our parents to try to help us with these bigger purchases. And so when I was 16 not only did I buy my first car, 16 or 17 617 but I went on my first international trip when I was 16 I went to Costa Rica and surf on a surf trip, paid for it myself, pay for my first car myself. So I did these bigger purchases, these bigger things because I understood that in order to really understand finances, even being young. So my rudimentary understanding of finances was, hold onto it in a way that you’re able to do bigger things with it. Right? So I held onto it and I was like, okay, I’ll spend a little bit here, a little bit there, but I wasn’t like going off and blowing it on stuff I didn’t really need.


07:09          Okay. Let me stop you right there for a second. Cause this sounds, that sounds like pretty healthy. Like okay, I know that I have to rely on myself. So like you’ve learned self for lions and I’m gonna save and then I’m saving. So now I have the ability to do bigger things and then you’re doing those bigger things. It doesn’t sound dysfunctional to me. What was like


07:27          what, what’s the darker side of that? So that’s the external. The internal was when I had to make a purchase. So like I’m saving up for a big surf trip or I’m saving up to buy a car, I’m saving up for some bigger thing and I have to make a purchase. I have to make a hundred dollars purchase of something else that popped up that I did like a, I’ll have to buy clothes cause I, I’m school’s going to start soon and I’m going to hug. I better buy some clothes. That internal struggle when I needed to make sun and I’m bigger purchases like a trip or car or something like that. But the mid purchases that were a hundred, a couple of hundred dollars, was it any purchase or like, or no, it was, it was, it was like a pack of gum. Did that freak you out? A little purchase.


08:14          It didn’t freak me out, like pack of gum or go out to lunch with friends or something like that was fine and it didn’t affect me. But if I had to spend a couple hundred dollars then I started battling inside. I was like, okay, I’m not like this. Spending this couple hundred dollars is going to now put me into a place of struggle because now I can’t get to my goal and I’m going to end up at the same place that my parents ended up where I’ll be struggling to actually make ends meet. So it was actually a real thing though. Like did you, was it that was that $200 purchase actually gonna like potentially cause you to not be able to pay bills and like your lights get shut down or it wasn’t a reality at all. It was saying this is the dysfunction of it. This is the internal struggle was a simply an old pattern from seeing our parents struggle and seeing how they reacted to finance.


09:06          The moms specifically reacted to finances. That was embedded in me. I didn’t have a problem doing small purchases at all. It wasn’t a big thing because I balanced that piece out. But then if all a sudden it was like, oh I gotta spend a couple of hundred dollars because I want to do, I want to get clothes, I want to take my girlfriend out or do something, something bigger, it would tweet me inside. It would twist me inside them in ways. And this is the crazy thing that was, ’cause it’s a really great question Chris, is the craziest thing is that it didn’t actually matter. Like I had enough finances where whatever big purchase I was talking, what’s still going to happen? Maybe it pushed it out of a month or so, but it didn’t matter. Like it didn’t change the reality of what I felt inside based off old patterning that I saw a grown-up.


09:52          So how did you get over it? Like I mean like we talked about in the beginning, like in the book atomic habits, he talks like you, you’re never gonna forget the habits that you had or the patterns. It’s kind of the language we’re using right now. So did you, so it’s not like completely wiped from your memory and like this new pattern that’s been developed. How first, so two questions. One, what did you do to overcome it and do you still feel it?


10:19          First question, what I do to overcome it is studying finances, like not, not, not in depth, but like I didn’t take any finance courses or anything like that, but like studying ways of being better with your finances and there’s so much, there’s always strategies guys. There’s tens of thousands, hundred thousand strategies out there. There are ways of like how do you organize finances? How do you sit, like simply organize your finances? Like what do you do week to week? There’s envelope theory or envelope strategy where you just, you every week you have an envelope and you put it in your envelope for your groceries, your envelope for your gas, your envelope for your miscellaneous purchases, and you use that as a structure, right? It literally at some point was like literal envelopes, but now you can do the whole same thing on like with apps and digital products that you can just structure your money that way.


11:09          So that studying what other people that are, that are successful in finances do on as their regular habits. Like what do they do day-to-day? So like what, like if you start saving money, what do you do? What should you do when you say money? Like you and I are studying with some Ninjas in this field right now. But back in the day, it was like, oh you should start an IRA. Simple IRA or start or you have more money to start it off. There were like these ideas that, that we now know are tragically misguiding us, the stock market just, it’s going to be [inaudible] anyway. Well, that’s for another, that’s for another pocket. This was like a big thing for me. I was like if people are out there doing it and the biggest is so let me bring it back.


11:50          So I don’t want to get so detailed with it cause that’s not really the question. The question is like in order to start to break these internal habits, my Go-to is to study from people that understand the thing. So for example, if I have issues around finances, I study finances so that I don’t get caught up in the emotional response to it, that I’m doing it in a way that’s strategic and that is that proven outright? That’s a framework behind it. Just like eating right. Eating is a great example. Like so many people like I need to eat better, but they’re not using any proven strategy to actually eat better and there are thousands, tens of thousand, hundreds of thousands of strategies to eat better. Right. And it just, it all comes back down to that of like, all right, what is, what are very effective strategies to eat better? What a very effective strategy. All of our major stuff around what are effective strategy around relationships. This is a big one for me too. I was like, okay, study from people that are, that have frameworks that lead to success and relationships, that frameworks that leads to success and finances.


12:50          So you studied, but at some point that’s still just conceptual. Like you can learn what other people did and you can study their models but that isn’t going to correct the or like realign you to a better way of being was like so, and let’s bring it back to like here we are yoga entrepreneur. Like here we are yoga entrepreneur secrets. So we invested a lot of money for the first studio that we opened. Like it was, we put our house on the line. That’s a huge, now there was hundreds of thousands of dollars put down to be able to invest in our future. Had you had already at that point felt pretty comfortable with that type of like purchase in quotes, quotes and quotes, quotations or did that like almost drive you insane


13:37          that, it’s funny you asked this question. I had such confidence that decision was one of those decisions where my inner compass was like pulling. I wasn’t, we weren’t, I wasn’t pushing in that direction. I was being pulled in that direction. So much so that I, that I was like, this is exactly what we have to do. So there was, it didn’t come up at all for me when we did that. We had made that move and it was like our house on the line, hundreds of thousands of dollars on the line and I didn’t have a, it didn’t even come up at all. It didn’t come up in a fascinating here. Right. Is that crazy? And so right, like probably a year, year and a half after, I think two years after, when I first met Elizabeth, my wife, we were in the dating phase and we went to a surf shop to buy some stuff and she found some cool stuff for herself.


14:24          I was like, no, don’t, no worries. Get whatever you want. And she, she got a bunch of stuff and, and it was, it was the same thing. It was like a couple hundred hundred dollars, 150,000, $200 maybe. So I can’t even remember what it was. And it tweaked me like it came up so loud just screaming and like, and my whole demeanor shifted. She got back in the truck cause I was in the truck just like hanging out, doing something. She having, sorry, I got a bunch of cool stuff and blah blah blah. And all of a sudden I was like in a bad mood and she was like, WTF? Like what? Like that means what the fuck by the way, we don’t cuss but I just wanna throw it out there. If you have any little ones listening, turn it. You can keep it up now. Cause I already said it.


15:00          Sorry about that. But she was like, what’s going on with you? And I had like nothing, nothing, nothing, nothing. Like for an hour I was trying to play this like, no, nothing’s wrong, nothing’s wrong. And then she was like, we gotta talk. Like what happened? That was the turnkey experience for me. That was the shift. I was like, I literally like, I’m in love with this woman. I have, my finances are fine. I’ve at that point I hadn’t studied as as much as I had. Now, but I was still like in what was not in a place of struggle at all. I was doing the things, we had the studio rock and roll and we did all these things in life that were like great and six we’re already successful that at that point and, and it came up and it was the craziest thing.


15:43          It was just a literally just a pattern that shifted me that I accepted because I wasn’t conscious of it. It accepted right. And I’ve moved into this say depressed but this like downstate all of a sudden for hours. And at the end of that, that night I had a heart to heart with her. And like this is, this comes from growing up with nothing from seeing my mom struggle from not getting any information about how to work with finances from my dad as far except for the fact that that the universe will take care of you, the universe at the 11th hour of every single month, law of attraction will step in. You just got to ask. And it was, and at that moment I was like, this is not how I want to live. I am not going to deal with this anymore. I don’t have to.


16:26          The reality the facts are here and the feelings do not match the facts. And so when that feeling comes up, I’m going to face it dead on and decided that moment whether I’m going to accept it or not. And so that was the big turnkey for me. That’s gold. The facts and the feelings, right? The facts of my life are not aligning with the feeling. If I look at the facts, the feeling I have doesn’t make sense because the factual information shows me that the feeling I have is actually not relevant or appropriate to this situation at all. Yeah. So let’s bring this home. What would you say for people that have similar issues, like you are better as like that or whereas dysfunctional around money. If you are, oh I, no offense to any of you utter and complete offense to John. I accept that you won’t be able to see this, but I just punched me here.


17:29          So we have to see it in order to do something about it. And most of what’s driving us is unconscious. The patterns that drive us are unconscious. They’re working in our subconscious. And so we just get these urges to do something right. We get these urges to like to react a certain way based off circumstance. So the very first thing we have to do is be able to see it. We have to get real with ourselves. And when an emotion happens, we have to look at that emotion and say, okay, what’s going on here? This doesn’t match the facts. My feeling doesn’t match the facts. I need to look at what’s happening because there’s a pattern that just took me over. We’re living in unconscious on skillfulness and we need to get into conscious unskillful ness


18:13          to be aware of what you weren’t prior aware.


18:15          We gotta be aware of it first. The best tool for this course is meditation to be too, even if it’s small amounts of it every morning, sit for two or three minutes. Because when we practice paying attention, then we can catch ourselves. When those feelings come up. We can pay attention to what’s actually happening, how we’re feeling at that point. The next step is to have conscious skillfulness. It’s literally literally deciding in the moment, do I want to feel this way? Do I want to feel so cause we get to choose. I do. I want to do, I if I could have a choice right now and if I’m able to identify it then I actually do have a choice. But if I have a choice right now, what I choose to feel this way and if not, then we need to change it. And the three best ways of changing it or to change your state, change your story or change your stories to have a strategy with it. Right. This is Tony Robbins One oh one


19:08          state story strategy. That’s awesome. I think the next episode should be you interviewing me about it cause I um, I have like almost the exact opposite experience of how the very same, it’s just so fascinating. The very same situation. Like we were literally living the same circumstance and how I interpreted those events that John just talked about. It came about in literally the 180 degree opposite way. So maybe that’ll be our next episode. Yeah, that might be a good one. We hope you enjoyed it. Thanks for listening and taking part in this conversation and as always, if you liked what you heard, please rate review, subscribe to it. It means a lot to us.


19:46          Thanks so much, everybody. Peace.

Yes, Thanks for listening. We hope you enjoyed this episode and be sure to tune in for the next one. Thanks. Peace. Thanks. 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.


10: How to Align Your Yoga Studio with Human Psychology

yoga human psychology

What Is This Episode About…

In this episode, we are going to talk about 4 out of the 6 basic human needs that every entrepreneur should understand and endeavor to satisfy with their business to always stay ahead of their competition and sustain a low attrition rate.

These 4 key things that your yoga studio must satisfy are…

▶️ Certainty

▶️ Variability

▶️ Significance

▶️ Connection 

Every business, not just Yoga Studios, MUST satisfy these 4 key elements of human psychology. 

Humans seem to be complex creatures but if you step back and look at the fundamental needs, we are actually quite basic. Your entire business should be built around satisfying these and when you accomplish that, your business will grow faster than you could ever imagine. We’ll dive into how you can structure your studio to tap into these 4 areas and create an ideal experience for your customers.

Key Points Discussed:

  • The most important basic human needs every business should satisfy   (00:54)
  • Classes that offer certainty and variability (03:25)
  • The high attrition rate in the yoga studio business (05:35)
  • Giving students the feeling of significance (08:22)
  • Being authentic in this social media world (12:23)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released August 28, 2019

Episode Transcript…

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


00:00          Certainty, variability or novelty, significance, connection, and love. These are the basic needs that as yoga entrepreneurs, as really, any entrepreneur, any business owner, we need to understand if you’re touching on these basic needs, you’re satisfying them on a level that they’re not getting in most places.


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          So, I was listening to Tony Robbin’s podcast a while ago, and he was talking about six basic needs of humans. And, the four… most people are kind of living on the four first, and so we’re going to talk about that. But what struck me when I was listening to him describe these is, is that, these are the basic needs that as yoga entrepreneurs, as really any entrepreneur, any business owner, we need to understand, because when people come into your business, when they’re… when you’re offering your service to them, if you’re touching on these four basic needs, you’re satisfying them on a level that they’re not getting in most places. And so, the four basic needs, they’re six, we’re just gonna talk about the first four today, are… the first is consistency. It’s kind of our control thing, right? We… consistency, but more certainty, right? We want to know what’s going to happen every single day.


01:55          This is why you love your patterns, right? Because you know, when you get up in the morning, you’re going to do X, Y, and Z. Every morning X, Y, and Z. This is… there’s a feeling of comfort. The next one, it’s kind of converse to the first one. It’s we want variability. We want the novelty, we want the shift, the change. We love that piece. And some of us lean into one of those more than the other. Some of us are just die-hard in wanting consistency and some of us are diehards, and wanting variability. Right? The next one after those two, the next one insignificance or status. We want to feel like we… there’s a… that we matter. That we matter, right? We’ve… that we’re significant. That people recognize that we’re… we’re meaningful in this world. Right? That we have a … There’s a bigger part of us, and that we want people to know that there’s a bigger part of us.


02:38          We feel significant. Essentially we want to be seen. Right? We want to see and be seen. The last… really not the last one, but… but the last one wants to talk about is connection and love. So, certainty, variability or novelty, significance, connection, and love. And so, just right off the face value of that, you’re like, “Okay. So, how do set up my business to have certainty, to have variability, to have significance for people, and to connect and love?” And you’re like, right off the face value, you’re like, “Man, I think yoga is all about connection and love.” Right? We got that in spades. Right? Yeah. So, in the last episode, what we talked about was like what’s your style? And we were saying like, if you get out of the world of styles, which is always like, “I’m better than you. Your… my style is better than your style.”


03:25          Or like you get stuck in traditional styles and then all of a sudden you’re stuck in this way of being that may or may not support the success of your studio and or your business. And what we talked about was like to look at it from that 30,000 foot view of like what’s the methodology? Right. And so when we were kind of want to dovetail off of that a little bit and talk more about as far as these knees are concerned, how do we set up our classes so that it fulfills those first two needs where there is certainty and there’s variability? Well we have two styles that we teach. We call it stability and then we have flow Miata and Vinyasa for, are you a Sanskrit for [inaudible] nurse? So our stability classes don’t change. Every single stability class that somebody comes to in our studios is the exact same.


04:18          Now the teacher brings a different experience, right, and I say that. What I mean by that is they bring a different theme, a different story, a different message into each class. They may emphasize a little bit, they may emphasize something, a part of the class more so than another part of the class, but essentially every single class is the same. This sequence is the same. You cannot extract the humanity from every single teacher. Every person is unique in how they present the information and their voice is totally different. The energy they bring, are they more commanding? Are they soft, are they more nurturing or are they more assertive? Like all of that is embedded in being human. But what we’re saying is the certainty that people can rest their heads on when they come into the studio is they know that the sequence they’re getting, regardless of the teacher is going to be the same.


05:02          Now think about that as beginner. When you’re coming in to try to learn something and you come to a class and every single class is the same, think about the results that they’re getting, how fast they can learn and understand what they’re doing, right? They’re progression skyrockets as opposed to coming to a class that’s different every single time that the teachers just from shooting from the hip, we’re going to do this pose and this pose and this and this and this, and there’s no traction for that new student to be able to learn what they’re doing and think about this. The rate of attrition over a year for most studios is upwards of 80% attrition. Meaning people are leaving, they are not coming back. 80% of the people that are with you right now will not be with you in a year. That’s pretty big and what that means is that the majority of people that are coming in are new.


05:52          They need consistency. They need something that gives them that that is the same single time so that they can create a practice. This is vital. They have to understand how to create a practice and unless they’re going to go into privates and do something one-on-one and really build it from the ground up, which is really challenging, right? Maybe expensive for some people to do. They need a class that offers that. Now you may be saying, well, I offer a one beginner class or two beginner classes a week. How do I use endow? Does anybody get any traction with once or twice a week? And so what you’re also probably thinking if you lean more into the second human need is, oh my God, that would just drive me crazy. Having the same exact sequence every single time. Shoot me in the head and that’s why we have flow.


06:37          Now the flow class is the class that it changes. The sequence is not the same every single time. Now what is the same? Is the methodology that we talked about in the last episode, right? The way in which we sequence to open up the body in the way that it’s designed to be open is the same, but how each teacher approaches that is unique so you get introduced to different poses. You get introduced to different transitions, you get the experience of variability, the experience of novelty, of seeing opposed of being, of seeing a transition that you may have never done before and then there is the second need fulfilled and so and what that does, that flow class, what it also provides is a stepping stone for our students to say, okay, listen, we have beginner classes by the way, we have every single day for half of the classes, every single day, morning, noon and night.


07:35          We have an opportunity for you to take a beginner level class. What’s beautiful about that class is we’ve been open, we’ve had studios for 15 plus years and we have students who have been practicing for that amount of time if not longer, and they still take quote unquote those beginner level classes because the amount of progression within each pose itself, it’s almost limitless. I just think about like one pose that you started with when you were like just beginning out and the journey that you have gone on in that one pose from the very beginning to the intermediate to the advanced and then you get to the advanced. It’s not like it ends now, it’s about daily maintenance. Now it’s about understanding where your edge of that day is and do you want to be more muscular and more engaged or more open and try to go a little bit deeper.


08:22          And so like it’s just limitless. So what we’re saying is we provided the first need with the class that does not change and its sequence. We provided the second need of with a flow class where now they get variability, they get novelty, they get changes in the sequence. And now how do you provide? The third need? Significance comes when people continue to practice and they get better at the poses themselves. They’re obviously in a room with other people. Lots of times when people are watching, some were like, no, pay attention to your practice, but a lot of times people are so when they go to another level in the pose, they get this, that a girl or that a boy right there. Fellow Yogi said, wow, I just saw you do that next thing. That was amazing. Or as teachers in the class we can say, Hey Chris, that was awesome.


09:09          Good job. They give that oxytocin, that spurt of a of, okay, I feel like I just made that next level. Along with what Chris said, in the beginning, is when they walk into our studios, we say, hey, how are you Susan? How are you doing that? We call them out by name. It makes them feel okay. I feel like I’m significant. I’m, there’s that level of, I call it status for lack of a better term, but it’s that feeling of like, okay, I matter. People are paying attention. They see me, right. They see me and that is huge for people. The last piece I was like, oh we have it in space but not all studios do. The connection piece, the love piece, connection and love and what that really means is the feeling of belonging. Right. The feeling that when you walk into a studio, when you see people you know that you feel at home and it’s unfortunate I think, I don’t know if like I was about to say, I think like most studios could do better at that but I don’t really know.


10:07          Like for us we just make it what I guess this is what I’ll say is at the beginning when like you’re running it all by yourself. Like when you and John, when you and I at the beginning like we were teaching almost every single class. We’re at the front desk before our classes we are managing like literally every single person that came in the door. We saw every single day that they practice like we were here. We did not miss one of their practices because it was either him or I or our one other teacher. By the way. We were there anyway. We were saying hi to him. We are, we’re meeting them, we are greeting them. And so that, that connection piece, because I mean you can’t avoid it. But what happens as we grew from one studio to to studio two studios to three studios, three studios to four studios is all of a sudden we couldn’t be there and we couldn’t be there to say hi to everyone to know everyone’s name.


10:52          So what has to happen at that point was creating a process, a system that, hey, when we hire a front desk person, they need to know that priority number one, not because we’re trying to like make more money or trying to be successful, but because we understood that when people come in, we need to see them as human beings who are worthy of our attention and our love. And what’s crazy is like a side tangent. Like we’ve traveled all around, we’ve been to other like yoga studios. There’s trying to, you know, get our practicing and there are certain places where I walk in and I felt like I was doing them a disservice by being there and it was like, wait a second, do you not understand you are not spiritual enough to be in my studio. It was crazy and I pleased if that’s you like relax and say hi to people and like we literally say that people that walk in the door, we’re like listen, you must shake their hand and tell them your name and ask them their name.


11:42          Like very first thing, say hello to them, shake their hand, tell them your name and get their names so that you can like just create the connection. And my point is it’s easy in the when you’re doing everything, but as you grow and as you, if you decide to expand and open up more studios, it’s really, really important that that culture remains by putting a system in place, by putting a policy in place. Like listen, when someone comes in, I don’t care what you say after this, actually I do care what you say after this. But first and foremost what you have to do is say hello to them and we are even like, listen, if you have the opportunity, get out from behind the desk and like remove the barrier so that they can feel like you are with them. Like it’s so subtle.


12:23          It’s so subtle, but it means so much. Something as simple as come around from behind the desk and shake their hand, introduce yourself, ask them their name, be real and raw with them. It’s so important to be authentic. This is what is missing from this social media world. The last thing I want to say about the connection that just automatically happens with the fact that you’re offering yoga classes, is that right? People come into the class in this Beta state, which is the just a state of mind where they’re very task-oriented, very, okay, marking off my to do list and they move to practice and by the end, they’ve shifted to an Alpha state and then the Alpha state. We are more receptive to sitting down and getting to know people and having conversations. So just the simple fact that you’re offering this and then people come out of the class and they sit down and talk to each other.


13:14          They make these connections, they talk to each other in the locker room. There’s all of a sudden there is a connection. I think it’s more so in the yoga studios around the world then the are probably in most places. So just the fact of the work that we do creates that connection piece. Yeah, absolutely. So the four basic needs, that’s our take on them as far as business owners and entrepreneurs and how you can implement that into your business to make it more successful and having a bigger impact. Yeah. So really take a look at your, what you’re offering and look at like, and look at it now through the filter of certainty, through the filter of novelty, through the filter of significance and connection and see like what you’re doing well and what you’re not doing well, and see what you can do to make some adjustments.


14:00          Maybe it’s in classes, maybe there’s so much variability. You have no control over what’s going on in the classes. And there’s only one beginner class and you can say, listen, let’s tighten that up a little bit. Or maybe it’s you’re so, so set on this one sequence and there’s no variability and there’s no novelty like that may work for you. But is there an ability to maybe offer a workshop that it doesn’t change the structure of like what you’re offering on a weekly basis, but it provides this one-off experience that people are like, Hey, I’ve never done like inversion, let’s try and inversion workshop, but let’s try a hip-opening workshop. Or like something where it doesn’t change the core offering of your business but allows for some of the novelty and variability that as far as a human being is concerned is what we’re looking for.


14:43          And are you or your teachers giving shout outs during classes or do you know the people’s names that are coming into your class and are you giving him that a girl at that a boy. I don’t suggest actually saying that a girl that a boy, John’s using terminology, channeling his 1950s sell out a girl, not a boy. Oh my God, no, don’t use that please, but give them an acknowledgment. Let him know that you see their growth in their practice and then the last piece for connection is just real involved with people, talk to them, let them know in the rest of the connection happens naturally as you teach more people and they come out and connect with each other, so that’s our take on it. Yeah.


15:24          Thanks for listening. We hope you enjoyed this episode and be sure to tune in for the next one. Thanks. Peace. Thanks. 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.


09: What’s Your Style?

best yoga style

What Is This Episode About…

In this episode, we are going to talk about what Bruce Lee and yoga have in common. We will share the story of how we got into Jeet Kune Do and how it led us down the path that got us into yoga. 

In yoga, everyone gets stuck on poses and what style is better than the other. In martial arts, we learned from Bruce Lee that “ranges” of fighting matter more than styles. The equivalent of “ranges” in the yoga world is the body, specifically the Myofascial Lines of the body. This should always trump a specific yoga style.

The minute we realized that we didn’t need to identify with a certain style of yoga and we were free to include the best movements in our sequences, it forever changed how we structured our classes. 

Gone were the days of making changes just for the sake of making changes.

If we were making a change to our sequence, it was because there was a specific reason – not just because we got bored with it.

Key Points Discussed:

  • Getting into martial arts and  (00:37)
  • The styles are only relevant to the range (03:16)
  • Ego is everywhere even in yoga (05:28)
  • Giving students the absolute best results (09:57)
  • Teachers getting stuck in the idea of the style (12:14)
  • Consistency in the methodology (14:17)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released August 21, 2019

Episode Transcript…

00:00          What’s your style? Today we’re going to talk about what Bruce Lee, and yoga have in common.


00:07          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.


00:37          Alright. I’m excited for this one. I am so excited for this one. Why John? Why are you so glad? Well, we got into martial arts way, way back in the day. It’s been 23 years, 20… it’s been…. about 20, almost 24 years I think. So… time doesn’t exist, John. I have no idea. It doesn’t exist, Chris. It exists for me. We got into martial arts when we were in our early twenties, late teens actually. Yeah, late teens. And, we practiced for a little while and eventually got into style…met a gentleman, John Davis, who’s rocking in Jeet Kune Do concepts. He introduced us to Jeet Kune Do concepts, and… what is Jeet Kune Do concepts, John? I know, I know, I know. I’m getting to that. And, it just blew our minds. We were like, “Whoa!” Well, Jeet Kune Do concepts was a philosophy of martial arts that Bruce Lee developed. He developed this way back in the day, and his whole philosophy… so I’m not going to get too big into the martial arts world with you guys, but his whole idea was looking at martial arts in a specific way and what everybody at the time was doing within the martial arts world was studying one style, and everyone’s idea was this style is the best style.


01:51          It’ll beat all other styles. “Oh, I do a kicking art.” That’s good. That’s the best style because I can keep you at a distance and then just kick you, because the legs are stronger than the arms. So, when I do a wrestling style, I’ll shoot it on you, take it down, and then I’ll dominate you. Well, you gotta be able to take me down first, and if I understand how to do takedown defense, then you’ll never take me down and I’ll win. Well, I do a knife-throwing style, you better run your butt off. Well, I sneak into people’s houses for a living. So, on the night before the fight, I’m going to kill you. So, it was… so what Bruce Lee realized is, everyone had it wrong. He said… he was like, “It’s not about styles. All styles are good if they can maintain the range.”


02:32          What he said is, “You have to look at the art of fighting from a different perspective.” And it’s not style based because that’s… you just can’t win that, meaning like, it’s range based. Range; what we’re talking about, and I know you’re like, “Wait, this is a yoga podcast. Why are we talking about martial arts?” I’m I on the right podcast? Yes you are. Just give us a second. So, ranges of fighting are the distance that you are between your opponent. Right? So if you’re way far away, you can throw stuff, or you have sticks like weapons and stuff like that. Right? You get closer and you have like a kicking range, where your legs are longer than your arms, so you should be able to kick. And, if you get even closer than that, you have punches, or you can like, throw punches, and you can probably knee and elbow at the same time.


03:16          You get a little closer than that, and then all of a sudden you can now grapple standing grappling where you catch the neck and catch the arm and like headless knees, elbows, knees and elbows and throws. And then guess what? You get thrown or you go to the ground because you don’t know how to fight. Then you’re on the ground and you gotta learn ground fighting. So what Bruce Lee said was, oh, forget all the styles. The styles are only relevant to the range and if you get stuck in one style, then you’re missing all these other ranges that you’re going to need to know. Because of how a fight is so dynamic, it’s going to go from kicking the punching back to kicking to grappling, to standing, grappling to the ground and back up again. And you got to understand at least have some proficiency in all of the ranges to be effective as a fighter.


03:59          So what Chris and I did is we studied all these ranges. We met amazing teachers and eventually through press training so hard, we got into yoga and when we got into Yoga, let me say this for a second, let me back up. So, but even this was Bruce Lee’s philosophy that he developed back in like the late fifties early sixties when he like unleashed it. Obviously, it was probably brewing in his mind and in his training methods way before that. But then there was evolution and he was working on it constantly until his death. But yes, but so there are even like all the way up until the ultimate fighting championship, I think it was like 93 when that came out, there was still that idea of my styles better than your style. This is how far ahead he was. And before his time is that even when we were in it, there was still this idea that one style is better than the other.


04:44          Oh Western boxing is the best or this style is the best. And we were like, we got, fortunately we are in g condo concepts, which is what the philosophy was based on. So we understood the rangers, we understood the common thread and that’s what we are practicing. But where John going is all the sudden we were beaten up and broken and we fell in love with yoga. We got into yoga to try to heal us. So that specifically our idea was if we can heal, we can get to training faster, get back to training faster. Well we started practicing yoga. We were like, Whoa, this stuff is magical. It’s so magical. It’s so amazing. So we were like, we’re going to go to training, we’re going to like get involved in it. Like go do this thing. And so we started practicing and the heated style and we went and got certified to teach in that heated style.


05:28          And we got into it. We thought, well this is yoga. So everyone’s going to be like combine. Ah Oh peace, love, happiness. All styles are good man. Harmon style, that style you just do. We’re all one. It’s all good. And guess what? The craziness is everywhere guys, because we bring our crazy everywhere. Ego is everywhere. And in Yoga, even in Yoga, even in Yoga, the crazies there, what we realize when we came back from training, we started teaching. All of a sudden we had people in the that were like, I’m an Ashtanga [inaudible] and a hot yoga is not even really even to yoga. I do a Yang Gar and hot yoga is not even really yoga. It’s just fake. We got the same stuff. It was the same thing we were experiencing and martial arts where my style is better than your style, your style. Well I don’t have a style.


06:20          And so what we were searching for, and this is what we had an awesome first teacher training and but what we didn’t get in it was the bigger why, like why do we do what we do? Like what? Cause, and we knew that there was something out there like that because that’s what we came from in the martial arts world. It was like, man, we know that there’s gotta be some equivalent to ranges in yoga. And so we went on the search and we started with people and we eventually found it right? We started with Ralf gaze, we started Johnny Gillespie and we, and what where they let us was to Thomas Myers, which interestingly enough, and this is the value of like not getting stuck and looking in the yoga world for answers, but also looking at other modalities. And there’s been studies that shown like when you’re able to blend and look at other industries and other modalities and to see what they’re doing, creativity expands.


07:13          And so Thomas Myers is a body worker, he’s a golfer. So where Chris is going with this is what is the equivalent in yoga to the ranges in martial arts? And it’ll be real specific. Like the way Bruce Lee looked at martial arts and said, no, no, no, no, no guys, you guys, everyone has it wrong. They’re not looking at it from that thousand feet up. They’re not looking at it from that higher perspective. Because of our background, because of we trained in [inaudible] concepts. When we got into yoga, we eventually decided we’re searching the same thing. We’re like, what is the equivalent? What’s the, if we take y’all to look at a thousand feet out, what is the equivalent and what the equivalent is? Are My fashion lines the body? It’s the body. Everybody has specific parts of their body that are the same. Regardless of your age, regardless of who you are, where you were born, you have the same thing.


08:01          It is the equivalent to range as in fighting these lines of connected tissue in the body. It is the body itself. And so if we can look at our classes and develop our classes around this, all of a sudden styles become irrelevant. Yeah. Poses honestly become irrelevant in the way that most people think about it. It’s very like yoga is very posed centric. Right? And if someone thinks about yoga and you ask them on the street, Hey, what’s yoga? They’re gonna like throw out an up dog or a down dog and like that’s just the prevailing understanding of like what yoga is. It’s way more than that but this episode, let’s just leave it there and say it is about that and but it isn’t at the same time because when I look at a down dog, if it’s just the pose, then I don’t know why I would put that pose where it is.


08:44          But if I understand what it’s doing for the body, going back to, oh, what all poses do is something very specific for the body and not just the body in general but very specific part of the body that we break down into what’s called myofascial lines, which is just like connective tissue and these lines that connect to each other and we’re not going to go too deep into it, but like literally blew our minds up with this was that, oh now I am so wide open as to I don’t need to become like an Ashtangi or Ion Gari or like whatever other styles there is and be bound to that and not understand why. Because of why. I would make a change if I ever needed to make a change because I’m now, I’ve like broken myself out of the understanding of, Oh, this is just a sequence that I have to teach a sequence and now I’m going to get creative and I don’t know why I would change the sequence, but I’m gonna start changing the sequence in some way because I’m bored with my sequence now we can make like anatomical, like smart scientific decisions within our sequencing because we’re not looking at the poses in and of themselves, but we’re looking at the poses for what they do to the body.


09:57          It’s a systematic approach, a framework to be able to sequence your classes, to be able to sequence what you’re doing for your people, to give them the absolute best result. Because ultimately that’s what we want. We want the best result for our students. And what is that? Basing my teachings around a framework that works every single time, no matter whether you’re five years old, 95 years old, anywhere in between. I can look at a body and say, this, this, this, this. I can bring a group of people together in a class and know exactly what I’m going to do when I’m gonna do it because I understand this framework. That’s it. And so the challenge is when we get so locked into a style that we think, okay, I have to teach it exactly like this because this is what my teacher taught. And then you’re presented with an opportunity to teach at a retirement center, right?


10:51          What do you do? There are 75, 85, 95-year-old people in front of me. The cheddar, Ranga old man. Let’s do a jump back for the very first pose. And then when I said Chad Uranga, I know that there’s a crow in my sequence that my teacher taught. So we’re going to do a crow here. Come on guys, jump in, jump on your chairs, let’s do this. Or if you’re teaching to your child’s school and all of a sudden it’s a bunch of five-year-olds, six-year-olds, seven-year-olds, like what do you, I actually had that experience. I was teaching at a local place called my gym, which I think is more of a national chain. And I thought, cause I came like what I learned in teacher training was here is a sequence called the hot yoga sequence, right? And then it was very stationary and then I’m teaching three to five-year-olds, man, three to five.


11:36          I have three, I have a three and a five-year-old. I totally get it. I had no idea back then what a 3 or 5 year old level of energy and a level of focus and attention span was actually like they’re capable of. And so here I was like, okay, like reach the arms overhead and it relates to fingers release the index fingers and let’s move the body to the right. The hips gently to the left. And in a second the boys were making guns and shooting and the girls were like little candles floating in the wind. And like I lost all control, total control, control, meltdown. And I had to flip it quickly and say, oh no, no, no, no, this isn’t working for them. Let me do something that works for them and their attention span. So he in the moment had to shift it.


12:14          And this was prior to us understanding this framework? Yeah, yeah, totally. Prior to us, we’re still stuck, like most teachers are right now stuck in this idea of here’s the style that I learned in teacher training that my teacher taught me and then this is the style that I have to teach, or even worse. So no methodology just as here’s a style and no explanation of why to teach it. Or even worse, here’s a bunch of poses. I won’t tell you how they all go together. I’m just going to teach you a bunch of poses and you put them together, you figure out how you want to put them together, but not really based on launch. You’ll put them on cards and put it in a box and kind of throw it out on the floor and see what, how it lands and then that’ll be your sequence for today.


12:53          Yeah. And it’s not like for us, that’s just not acceptable because I want, if anyone comes out of a class of any teacher that we’ve ever taught or ourselves and they say, well, why did you do that pose at that position at that time? I want to have like a very specific answer for them that’s not based on, it just kind of goes well with the pose I did before and the one I did after it, but something more anatomical and scientific about actually what’s going on and why I would do that for your body and your wellbeing so that you get a result, meaning a feeling afterwards that’s consistent over time. And it was never okay for us to hear the answer, well that’s what my teacher taught me or that’s what my teacher told me to do because you’re just sloughing off the responsibility of not knowing why you’re doing what you’re doing on someone else.


13:40          And for us, like so one of the things we did was for the first two years we didn’t change the sequence. Why? Because we didn’t know why we changed a sequence that was during the search of like, why are we doing what we’re doing? It doesn’t make sense for us and I’m not going to go ahead and just change it just because I feel bored about it because I don’t want to compromise my students while wellbeing and do something that would potentially harm them. So this is the other value of it and so is when we have students who leave our teacher trainings, we don’t know where they’re going to end up. I don’t know what the student body that they’re going to be in front of looks like. I don’t know if it’s going to be elderly people. I don’t know if it’s going to be kids.


14:17          I don’t know if it’s going to be wounded warriors, but I know that if they understand the why, right, the bigger picture of why we’re doing what we’re doing, like on a more spiritual level even. But even keeping that off the off the table for right now and just say on a physical level, why do I sequence the way I sequence? Why is this pose here, in that pose there? Why do I wait to do this later before like and I don’t do that until these things are done. If they understand that, then I know when they get in front of the person to, I don’t know they’re going to be in front of, they will be able to teach to them because as teachers and as entrepreneurs, we need to start where our students are and to be able to meet them where they are is going to give them the ability to like really have this practice take hold of them, to give them the result that they’re looking for so that it can be a lifelong practice for them and that’s what it comes down to.


15:06          The last piece I’ll add to this is that when a student comes out of a class that’s taught with this specific framework and this methodology, they feel amazing every single time because we are addressing the most common misalignment disorder comes to mind, but that’s not quite that intense, but it’s misalignments. The most common patterns of the body had earns, right Ms patterning almost in the body that are present in people and you can sit down and people watch for a moment, you’ll see it, you’ll see a deep swayback, a lordotic curve, the see a hunchback people head, forward head tilts. You’ll see that in people. And when you approach the practice in a specific framework, they come out feeling amazing because they are retraining those misalignments in their body that those patterns. So, so that’s the other beauty of it is that if you approach it every single class you do the work, do the work, do the work, or they do the work, they come in consistently, they’re going to get the results.


16:03          And when people feel the results, they keep coming back. So yeah, it’s the secret to success, not consistency and the methodology and getting people to break free from the patterns that they have in their bodies and their minds. And the way to do that is through consistent experience, a consistent methodology. And one that’s not student-focused, not teacher-focused based on my own creativity and me getting bored about what I’m doing next to him. The next day, Yoga One oh one y’all break the patterns in the body, break the patterns of the mind, break the patterns of the heart, and you’ll liberate yourself. You’ll be free. Yeah, we appreciate it.


16:38          You’re uh, taking the time to listen and definitely join us on the next episode. I’ll see you then. Thanks. 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.



08: Don’t Be Afraid To Get Real

growing a yoga studio

What Is This Episode About…

In this episode, we are going to talk about the opportunity that every yoga entrepreneur has to really impact people by enabling them to experience a non-ordinary state of consciousness through a beautiful class environment.

To achieve that, we as yoga teachers have to be vulnerable and share our stories and experiences in life with our students, which can be a bit hard because most of us somehow feel unqualified or unworthy of doing so. Once you can open up and find the courage to be your authentic self, then people will be naturally more attracted to you (and your studio). 

Listen in to learn how you can overcome that feeling and start impactfully sharing your stories in classes. 

Key Points Discussed:

  • Authenticity in yoga entrepreneurship (00:46)
  • Yoga is for strengthening (03:22)
  • Don’t be afraid to share your experiences (05:41)
  • We’re wired biologically for stories: The storytelling strategy (09:06)
  • Put yourself out there to successfully put your studio out there (10:48)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released August 14, 2019

Episode Transcript…

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


00:00          Don’t be afraid to be real. In a world full of photoshopped, polished, tweaked images that make everyone’s life look amazing, what we’re all striving for, what we all really want is authenticity.


00:15          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.


00:46          Alright. So, that was a powerful beginning John. We are all looking for authenticity. I totally agree with you. So how does that relate to yoga entrepreneurship? So, I guess when you look on, you know, what I was really touching on with that dramatic intro was… dang, dang, dang… when you scroll on Facebook and my wife…. So, the other day my wife came to me, she was like, “All my friends look like they’re just living the life.” And I was like, “What do you mean?” She was like, “Well, I see them on Facebook, and I have this one friend, I’m like, she’s in Puerto Rico, and then she’s in Hawaii, and then she’s in Brazil, and then she’s in Portugal.” I’m like, “What does she do for a living? Like, how is she traveling the world, and she has two things…. and are they hiring, and like surfing all these places and traveling the world doing this thing.”


01:34          I was like, “Baby baby, baby. That’s Facebook.” Like, we’re all… Facebook is our representatives. Right? It’s like, we want the best pictures that are just tweaked the right way, perfect angles, polished, photoshopped a little bit, and all over the world. That makes it look like we have our lives dialed, and what we all crave, cause we… and we all see this, right? And I do it. Like I make sure that if I’m posting something on Instagram, like the filter’s gotta be right. I mean like scroll through Yax Concepts’ Instagram, and you’re going to see, it looks pretty good. It looks pretty good purposely so. And, it’s driving people crazy. We want… so there’s a purpose for it. We think we want that representative to be representing us, and representing what’s going on, and what we’re doing, but, but, we need to be real. We need to be authentic.


02:24          Like this is when… so because of that world, because of social media, because of what everybody’s experiencing, where you see these polished images, what people want is authenticity. What they strive for is the experience of somebody being real with them. Like, we crave that, we crave that. So we have this great opportunity as yoga teachers, yoga entrepreneurs because we have this beautiful venue for people to come in and experience something, and what some of our teachers call “A non-ordinary state of consciousness” where you have an opportunity to really impact them in a way because of the environment that’s being created in a class. So here’s one of the things like, so here we are in 2019, and if you asked someone what yoga, is like, “What’s yoga?” They’re going to like say, “Some form of stretching.” Right? Yoga for the majority of the United States. I don’t live in the rest of the world, I live in the United States, but I would say it’s very predominantly physical. Right?


03:22          It’s this physical experience, and most people think, “I gotta go to yoga because I need to stretch.” And like, what’s beautiful is, I’m not like one of those naysayers. Like, that’s bad, it’s more than Yoga. Like, it’s more than just stretching. First, I would say it’s not even stretching. It’s for strengthening. You’ve got to integrate before you expand, another podcast, but it’s more than that. But what happens, because it’s a physical thing, people… because we’re such physical beings, we really care about how we look and how we feel. It’s such a great entry point to get people through our doors, so that we can impact them in more ways. And what we’re saying with… like don’t be afraid to get real is, now you have that opportunity while they’re in class, to drop the wisdom. And not just like speaking on high, and like talking down to people, but getting like real and raw with people.


04:11          This is an issue John and I had in the beginning when we started teaching because I started, we did martial that we taught martial arts for I was like 18 too 22 and we taught it after that. But like I started teaching yoga very consistently. Uh, so 23 so like 24 I was 24 years old. So like early to mid-twenties is when I was really getting into like teaching super consistently yoga classes. And the challenge was we were in our twenties and we were teaching people that were our age all the way up to 55, six years old. And we had these life lessons. We had this wisdom, we had these deeper teachings that we were just, they were inside of us that we wanted to talk about. But at the same time we were afraid. Like I was scared to like put myself out there to, to talk about things that my mind taking me over, like my emotions taken me over.


05:01          My inability to be still my letting go. Forgiveness, loving-kindness, true these things, right? These things that in my mind, this 50-year-old person was going to be like your 20 something dude. You have no idea what you’re talking about. You haven’t lived enough life to understand what those things really mean. And in one aspect, yes that’s true, but in another, I know 50 and 60-year-olds that haven’t lived long enough to know what those things mean either. But my point is is like do you have life experiences that give you the ability that gives you the what truth really is to be able to share and that’s what we’re talking about. Like don’t be afraid to share those experiences that you’ve had in your life that have made such a difference. Don’t be afraid to tell your story. Yeah, there’s a like age, the number of years that you live is not the qualifying factor for the ability to impart wisdom.


05:58          It’s the experiences that fill those years, that age, the soul. Now it does help. We’re not going to lie. Right, of course. Because you have more years, you have more opportunities to have more experiences that kick your ass and life and teach you a lot of stuff. Life kicks you in the teeth a few times and you live more decades. But my point is that there is a student of ours, her daughter was like in her early teens and she was diagnosed with cancer and then she battled cancer for like her entire teenage-like young youthhood. Right. Adolescence and so [inaudible] coming off of that you don’t think she has some depth of wisdom to impart to help other people have who have gone through that same experience or like to just impart like the value of health and what like life really means like so it’s not the number of years.


06:47          Yes, the number of years gives you more opportunities, but it’s the experiences that you have within those years and in those years. And for me, I felt muzzled because I had this like this hang up around my age, an inability because of that age to speak the truth that I knew to be true, which was born from having a crazy childhood. Literally, like the experiences, we had growing up. Like we could fill a book, we probably should fill a book with them, but you know, we had like from bipolar disorder that we dealt with in our family to dad leaving and the resentment that we had to learn to forgive and us growing up six kids and experiencing what, what it was like to be on welfare and to go to school and get free lunches and the, you know, back of the day, the stigma around that. The things that really challenging in life growing up that we’ve all experienced, right?


07:35          We all honestly, regardless of our age, we all have stories that can impact people’s lives, which can really make a difference in people’s lives. Now when we teach classes, what our teachers do is they, what we call theming, right? And so what a theme is, it’s kind of a storyline of the class, right? So you got this vehicle that we use to bring in spiritual teachings to the class. And so in the very beginning of a class, a teacher will universalize this theme. So they’ll stare quotes, something that encapsulates what their story is going to be later on. So they’ll, they’ll introduce a theme and real quick and succinct. And here’s a great quote in the beginning, cause everyone’s at that point, everyone’s in Beta state as far as the mind goes. And like they’re sort of, they’re in this to do, like while I’m checking this off my to do list, we’re like, get this done.


08:20          Like get me going, I’m ready to move. So you make it quick and succinct, but throughout the class you drop little soundbites in. She’s, you’re talking a little bit about how the physical practice relates to that theme and that very end, we personalize it. And this is where we’re able to, to tell our story, guys, this is the juice. This is the impact that it makes in people’s lives. Where they’re, they’re in Shavasana, they’re in the last pose, lying down on the floor. They’re open their bodies, or are there [inaudible] taken through this entire experience and the teacher dropped that quote in the beginning related to an experience in their life. They get real them for a moment. Oh yeah. And all of a sudden there’s an explosion in their heart. Right? The emotion is I boss. So good. Yeah, it’s, and the value of that and what John, I just want to really highlight it at the end.


09:06          The way to personalize it is to tell the story, the story, because this, everyone, we’re like wired biologically for stories. The way information was passed down from generation to generation at some point was only through stories. Think about when there was no TV, when there was no, it was like there’s maybe this barely music that barely instruments how people would entertain themselves and we’d all sit around a fire together and tell stories. Right. So that has been hardwired into our DNA. Yeah. I see in my children when we’re reading a book and they’re like, I’m telling them a story, like [inaudible] read a book and they’ll just be enthralled with a book we read like two or three a night right before bed. But I’ll also tell them stories about like how me and their mom met and like my oldest fare and her birth story and like they want to hear it over and over and over again.


09:53          I literally, certain nights I tell like to like the same story two and three times to him. But there’s literally in like enthralled like and all they want to hear is that. And so we all have that. We’re all biologically wired for that. And so the way you can get real with people is to tell your story. Now that’s a higher level because it literally takes this willingness to be vulnerable, to expose the parts of yourself that we are taught to keep inside to keep secret. Don’t ever let anyone see it, otherwise, you’ll be banished from the tribe. Rumi calls it the open secret. Right? So we have these hidden stories within us that we feel like are unique to us and the details of them are unique, but the pain or the experience, the humanity that is really underlying that story, the feeling that’s part of that story [inaudible] open meaning everybody has it and when we tell our story to people, all of a sudden would they relate to us, they connect with us.


10:48          They have a story that’s similar to what we experienced and then all of a sudden it softens the emotional intensity behind the stories. Storytelling is phenomenally important and if you’re trying to get your studio out there, get your, whatever you’re offering as a yoga teacher, you want to put yourself out there and say, hey, I want own social media or advertising, whatever the thing is, I want to put myself out there. Doing it through a story is the one of the key secrets. Yeah. There’s so much around this, like part of me wanting to talk about Joseph Campbell in his studies of anthropology and how that there’s this common story, this common mythology that all of like literally every culture has and the these common themes, archetypes within that mythology that all these different cultures relate to. But I don’t want to go down that road right now cause that’s another episode.


11:34          It is. It’s total as, so what I want to do is backtrack and be like, okay. So the first like number one is be willing to go where most people aren’t willing to go and to like just share things that would help them but also make it relevant to what you’re teaching, what the human experience is that you’re to impart, whether it’s present moment awareness, whether it’s and the things that keep you from being present in an experience in your life where you weren’t present in the effect of that and what you learn from it. So it’s not just a rambling about you and your life in some weird like quasi therapy session where you just got to unleash shit on top of your class. That is not what we’re saying. No, there was a skillful way of doing it. There’s a skillful way of doing it, the way of doing that as prep.


12:17          All right. Write your story down before you go into class, write down the quote that you’re going to say in the beginning. Write down a few soundbites, right? The personal story that’s related to the quote that you’re going to talk about at the end. And if you’re in the beginning in somebody you know, so if you’re listening to this, you may be kind of a beginner teacher or kind of just newer to this. You can use someone else’s story of plenty of beautiful stories out there that can create that same emotion in your students. That may not be your story in the beginning, but maybe like I knew this person, I got a friend of mine who, uh, and so you can use it. You can do it that way and still have just a greater vision of an impact as you would your own personal story until you get comfortable enough to say, okay, I’m ready to start sharing my story.


12:55          Totally. And in that same vein, you may tell a story that isn’t yours. It isn’t some, but it’s, it isn’t somebody else’s. It’s just a story. John would always tell this story about this whale that was trapped in nets off of San Francisco off the coast of San Francisco. And the story was how these divers cut the ropes and how they were affected by the freeing of the whale and what it did afterwards. And like literally you’re in class and you’re like in either in tears, your heart’s just like exploding with love and like there was a message after that. Like sometimes we need people in our lives that are willing to help us on the lines that keep us held down. Yeah. So the secret is be willing to go there, do it in a skillful way. And the reason is you then let them impact people in a way where they will literally carve out their entire schedule around getting to that class because of the way you make them feel and that is the way to like keep people coming to your class to impact them more and to keep your business, your classes thriving by being willing to go where most people in the world aren’t willing to go and this for another episode, but when we’re actually trying to promote our business, whatever our businesses doing it through storytelling is such a powerful way of doing it.


14:12          So yeah, that’s all we got for this one. Thank you so much for listening. Peace.


14:19          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.


07: Niche Down or Die

Niche yoga studio

What Is This Episode About…

In this episode, we are going to talk about the problem of yoga studios offering too many styles of yoga which adversely affects their business success because people don’t like being bombarded with numerous options when they’re really trying to get a yoga class that they can gain from.

When we first opened our studio, we had like five different names for the same class, but we later realized that it just got people confused, and a lot of potential clients would just walk away because of that. Listen in as we share some really actionable tips on how to niche down so you can get started on your way to success in business.

Key Points Discussed:

  • Confuses names for the same class (02:05)
  • Understanding what you do best and niching down (05:27)
  • People don’t like too many options (06:42)
  • Executing very well on the wrong things (12:38)
  • Trying to do everything diminishes your energy and effectiveness in everything (17:13)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released August 7, 2019

Episode Transcript…

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


00:00          If you try to be everything to everyone, you end up being nothing to no one.


00:06          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.


00:37          Alright. So, what does that mean? That was cryptic? We should write that down. What exactly are you saying? I have no idea what you just said, but before we get into it, have you ever been in a yoga class, and like heard something you’re like, “I have no idea what that says.” Like, I think yoga teachers uniquely like say stuff that has like no relatability, like it’s just like crazy, and you know, you teach, you know what I’m talking about. Sometimes he’ll start down a path, he’ll start saying something, and then like halfway through you’re like, “I don’t know where this is going.” And you just stop. That’s the greatest thing because you can just literally cut it off, like you’re crazy and then start talking about something else, and no one remembers. No one thinks…


01:17          They keep rolling. They’re like, “Okay, what’s the next pose dude, come on. Let’s do it.” Or dudette. Right? “We’re rolling. Come on. Oh, that wasn’t… that was… was that inspiring? Okay. No, it wasn’t, let’s keep going.” Yeah. So niching down. That’s what we’re really talking about. We need to niche down. So, when we first started, when we first opened up our studios, we were at a point, well, we were a little bit into it. Let me… let me rephrase that. We were a couple… a couple of years into it. Yes.


01:44          So let me tell you the timeline, cause my brain does work like this. We opened in 2005, we opened up the second studio 2007, and then two years later, 2009 we renovated our Virginia Beach location, and we added an entire room.


01:58          We expanded. And that’s what John’s talking about. So we expanded and we… Right? I’m not… I’m not lying. Yeah.


02:05          Well, I’m also, well, when we first opened, this is where I was going actually. When we first opened, we had the same class and we had like five different names depending on what time it was. Right. So the 6:00 AM class, we called it a “Rise and Shine class”, but it was the same class we taught at all six at 6:00 AM, 12 o’clock, four o’clock, 4:30, 12 o’clock was…. was a… was a… “Mid-day Escape” call. You got to do it in the Barry White voice getting into this game baby. And then the… and then the four o’clock was like an after… what was it like a…


02:40          yeah, it was like relax and de-stress, or something like that. All the same class guys. All the same class. Oh. So, oh my gosh. It just got people confused. So more phone calls about like, “What’s the mid-day escape?” We’re like, “Oh, it’s just our regular class. Oh, what’s the morning sunrise? Still, the regular class we teach.” Yeah. So fast forward 2009, that’s where I was going to start the story.


03:01          Yeah. When we happened… we had a new… we had another room. We started offering lots of different classes.


03:07          Yeah. We did a, um, a wisdom class for the seniors. Yes. And we did that at like 10 o’clock on two, three days a week. We did a kid’s class. Thought it was like seniors aren’t working there. Have that 10 o’clock time. We had a kid’s class. Like Chris was about to say. That was from a three-year-old, three years old to 12 years old. Like we both have like, so Chris, this is prior to us having kids. We have no idea were like three and 12-year-olds, everybody, you know, cognitively the same. Oh my gosh. We had a meditation class. Yeah, we did a meditation class. We did warm classes. Uh, there’s a couple of long with our,


03:45          along with our flow classes, which we call vinyasa classes at the time in our stability classes. Um, which will hot yoga classes at the time. And then, uh, we had level twos.


03:57          I didn’t, I haven’t actually counted, but that’s a lot of classes. That’s a lot of different classes of classes. And it’s funny cause like the logic seems sound but is totally flawed because we’re like, oh, you know, if we expand our offerings and then add all, like, and start saying like, okay, here’s a wisdom class for seniors and here’s the kids class and here’s a, a warm clash. Are People scared of the heat? And here’s a level two class people that wanna go to the next level. And like there’s, it just becomes show watered down that you don’t know who you serve anymore. And that’s what happened to us. So this is what was really scary is that we just increased our rent. Right. We had another lease that we were, you know, having to pay every single month. We increased our bills, our expenses, you know, having to run the room and all the lighting, all the, he, all the air ac, all that stuff. We increased our overhead for payroll because now we have teachers teaching these classes and we decreased in attendance. How do you some attendance and here’s the thing, we would have meetings. So Chris and I and other partners would have meetings and we have, we’d have this discussion often about like


04:57          who do we serve? What do we say, Chris? Everyone, everyone needs everyone. Everyone needs yoga. Everyone needs to come and practice, right? Yes. I strongly with all my heart believe everyone does need yoga but everyone doesn’t need our yoga or we don’t need to offer every single style of yoga that we try to attract everyone. That is the biggest pitfall for not only studio owners, not only, uh, any yoga teachers that are trying to create a business. But for any business guys, for any business, the, what Chris said, in the beginning, is you have to niche down. You have to understand what you do really well, what you love, like what sings in your heart. Like one of those that have all those things like meditation or kids yoga or seniors or flow or stability or what? Like there are one, maybe two, maybe two that just sing to your heart and that has to be your focus. You have to niche down on those things.


05:55          Yeah, I’m in a part of, uh, another group and uh, there is uh, a woman who was on there and she just made a post and she was like, you know, we offer like 14 different styles within my studio and I almost fell over 14 different styles. I mean, just think about the challenge of how you articulate that to somebody. I’m saying like, because everyone’s coming in to solve a problem that they have, they have a pain point that literally probably a physical pain, like low back pain or a psychological pain like stress that they’re trying to alleviate. And when they see 14 different options, you literally like, I don’t know, as a business owner how would articulate like, well, here’s the benefit of that. Like, here’s why we do this one and this one and this one. Literally, I like you’re vomiting from the mouth within the first five minutes and you haven’t articulated how you’re going to help solve that person’s problem. There’s, and there’s been like a raft of research done. When people have too many options,


06:47          the option they choose is to walk away. It’s to not buy. They literally did this study with salad dressings where they gave people like 50 options or a hundred options, something crazy. They’d look way, way, way, way too many options. And the majority of people did not choose it was decision fatigue. They were already at a point where like, I, there’s too many. I’m not, I’m going to choose none. Right? And then they, they, that same study, I think they, they narrowed it down to like three or something like that. Maybe it was like five maybe. And the majority of people chose one of those three or one of those five. And now, now think about that as from the perspective of a studio owner. Like, so some of you own and run your own studio and you start to think about that like, okay, uh, so and so teaches the, um, Jeeva moved to class and then, and she got sick today. So I gotta get my Iyengar teacher to now sub that Juva moved to class and she doesn’t really know-how. So she’s going to teach like this Iyengar hybrid, you’ve moved to thing going on and he’s going to teach her ion guard class and chant. And every and every one of her students, every one of the Jeeva mooky students that come in for that class that love it are now gonna get a, an experience that is subpar. They’re not getting what they expect. Correct.


08:02          And that, that, that I think our teacher may be phenomenal and it doesn’t matter because they’re just not getting what they fall in love with, which is that teacher teaching that class because that person left and think about this like, it’s so funny how like there seems to be like this blind spot that happens in the yoga world for some reason and if you went to a restaurant and they said, we specialize in Italian food and Brazilian food and a German food and an Icelandic food and American food. And, uh, I’m only six, now I’m trying to get to 14 Chinese food and then choosing some Japanese food and Thai food and Thai, Japanese, there’s eight. Uh, I mean, literally I after five, you’re like, no, you don’t. Because you know, they can’t do any of it. Well because they’re trying to do too much.


08:48          And this is the value of niching down, of saying, listen, like I have, I have this, a gift that what I want to present to the world, right? To a specific person who has this specific issue, this pain, this problem. And this is what I do really well and the way I solve it, right? But if your assumption is if I offer everything because everyone needs yoga, then I’ll capture everybody. The message of trying to tell, like to articulate what you do and how you do it gets so watered down because you’re so diluted and all the different things that you’re trying to offer and all the different problems that you’re trying to solve. Because like each style of yoga, like yes, there may be if you get into the core of it may have this like once like thing that it does really well.


09:35          Like I couldn’t even go into like all the different ones because I don’t know all of them. But like when you provide all of them, like you just can’t get to the heart of what the person is coming in for in the first place. Here’s the other big piece to all of this guys, is that what our focus is and what, what everyone, you know what, what you as an entrepreneur, you as somebody that’s trying to offer something to, uh, to people, to the marketplace that’s valuable, that that changes their lives, that shifts, that helps shift them in a way. You want them to get traction. You want them to be, you want, you want to change your life and how, how is anybody going to get traction when they come in? So we use the studio as an example. They come in and they love the A, they love the wisdom class, but you can only offer that because you have 14 classes on your schedule.


10:27          You can only offer the wisdom class once, maybe twice a week. Does that person then only practice once a week or twice a week? And if they miss those days because of life, there’s no other options on your schedule like this does, like the, the, the model alone doesn’t allow your students to get enough traction to really, to really get the results that they’re looking for. And when I say results, peace of mind, the steadiness of emotions strengthen their body. Like you name it. Like we want results for the people that come in and we want to change their lives. If they, they’re not getting enough of an opportunity throughout the week to get traction to actually do it, they’re not going to get those results. Yeah, exactly right, and that’s the end of the day. Like that’s what we’re, that’s what we’re providing. We want results, right? That’s what people want.


11:12          Think about it in your own life. Like you go to a place because you’re looking for a specific result. Really a feeling like anything you’re really looking for is actually a feeling. But the feeling that you’re looking for is going to be like achieved through this means. And what you know is that when you’ve experienced that feeling through this specific means, I. E. This class, you’re going to go back to that class because you know you can depend on getting that feeling that you’re looking for whatever the feeling is. But if you don’t have the model where people can receive a consistent experience and receive a consistent result over time, then you’re inhibiting them from actually falling in love and getting the benefit that this beautiful has to offer. And let’s be clear, we’re not saying there’s one style that’s better than another style, that there’s one way of doing yoga that’s better than another way of doing yoga.


12:03          And it’s funny, this taken for me personally a long time just to take ownership of like what I, what we do like for us, like we teach hot yoga, that’s what we do. And when we tried to diversify and do all these like warm classes and wisdom classes and kids classes, that’s why we started failing because we moved away from what we do really well. And when we got back to it and we actually made the room just another room that was able to, to provide the same services that people over the last two years had earned, four years actually had fallen in love with. We became way more successful again.


12:38          Yeah, you see this, you see this all over the place. Uh, apple is a great example. I’m going to compare us to apple. Go for it. So in a apple, uh, fired Steve Jobs 12 years later, they hired them back. They, when they hired them back, they were the last four quarters before they hired them back, they experienced over $1 billion in losses, a billion with a B guys, $1 billion in losses, right? So they were like, okay, we are free falling. We need help. Let’s get Steve Back in and see if he can turn this thing around. And what Steve did was he said, he looked at what they were doing and they were doing 150 products, a hundred and 50th products, right? So it was right around 150 and he said, guys, you are, we’re, we’re trying, we have really good people on our team that executing very well on the wrong things, on the wrong things.


13:38          He said, in order to be great, you have to decide what not to do, what not to deciding what not to do is just as important as deciding what to do. And so he scrapped 140 ish of those products left 10 roughly 10 we off a little bit on the numbers but but like legitimately scrapped almost everything they were doing and saying, here are our core products. This is what we do. We have a, we have a dedicated following. We have people that love us, we are going all over the place trying to do way too many things. Let’s niche down, let’s get these 10 products and just do it really well. And he turned that company around.


14:13          Yeah, it’s, I mean it’s everywhere. Look at any like literally from the restaurant world to the tech world. When you look at the most successful businesses they do, they may have a couple like slightly like, like two to three different products, but like they do one thing really well and this let’s start opening your eyes to it. As you look around, like notice the things that you like that you consume already and notice why you’re consuming it because they do one thing really well that you can depend on and it’s giving you a result that you know is going to happen when you consume that product. Don’t you think this, this is the same for our personal life curse? Like, like, yeah. You know, like when, when I notice in my own personal life, when I get distracted, when I start to try to do too many things, when I’m like, when I’m all over the place, I want to like, I want to learn this and this and this, and then, uh, you know, I’m finding myself on Facebook to check these stats and this and like all of a sudden I’m losing deep connection with my wife because I’m trying to, instead of doing the one thing right, then I spent like paying attention to what’s going on in my family, my wife, my kids.


15:19          I’m a work’s getting in the way or the waves are good. And so I’m checking the Sur the check surf line or I’m like you, you feel yourself get spread thin and your life too if you don’t, if you don’t get down to the essentials. Yeah, no doubt. I mean the best example I have of this is when I had children, you know, like all the sudden the life prior to children was like, I’ve got my wife, I’ve got a bunch of friends, we’re running the business and then kids happened and all the sudden I’m trying to maintain the same amount of things I was doing. Now I have this element called children who consume so much of our time and energy. Rightfully so, and like the love that you have is just like indescribable. But there’s so much tension for me and I wasn’t doing any of it.


16:03          Well, I wasn’t being a good husband. I was like losing my ability to be a good partner in the business. I was not a good friend because I was neglecting them and actually like saying I was going to do things that I knew I couldn’t fulfill and then I would, that would also, when I tried to fulfill on it, I would then like I wouldn’t be there for my children when in this like formative time and so one end up happening and this is really what we’re saying for a lot of like people, if you’re listening to this you’re like, man I do. I have like 14 different styles. Then you got to make some hard choices and for me it was like, Hey, I got to prioritize what is it that I want to be in my life? Like what do I want to be known for?


16:39          What do I want to be remembered as? What do I, what do we want to focus on in our business? But for part personally it was like, oh, it’s my, my children, it’s my wife. I have to prioritize that because they’re the most important people in my life right now. And for me trying to do everything else, like as, as I was doing it prior to children, it wasn’t working. And so the hard choice was like I just, I had to, like, I’m still friends with people, but I’m not, I don’t devote time and energy to that right now. And it may sound like, oh my God, like you don’t have a life because you’re not hanging out with friends. No, I just choose, I’m very conscious about the choices I make and the effects of those choices and everything has a trade off, you know?


17:13          And that’s what we’re saying. There’s a trade-off when you try to do everything, you’re diminishing your energy and effectiveness and all of the things. But when you decide, listen, I’m going to take that out and I’m going to take this out. You know, I, I can’t spend as much time as I did with friends and I’ll, I’ll make it a point to reach out and connect, but in an efficient, effective way. And all of a sudden I had the three things that really mattered to me. I started doing those things more, more effectively, and those things grew in abundance in my life and had more meaning and fulfillment. So I think this idea of niching down, like to your point is everywhere in life, everywhere. And when we understand what we value most in our lives, that’s, we can really get clear on, am I spending the right amount of time on the things that mean most?


17:55          We’ll, we’ll, uh, we’ll talk about the values in another episode, but yeah, I think that’s it. Yeah, that’s it. And so, you know, there’s, after this one, some of you like, you’re like, man, let me, let me look at my life. Let me look at my business that look at Your Business, right? This is Yoga Entrepreneur Secrets. Look at the business and see it. Are you watered down? Are you trying to do too much for too many people and doing so, not being effective for the people that you really want to be serving? Yeah. So thanks everybody for listening and, uh,


18:21          join us on the next episode of Yoga Entrepreneur Secrets. Peace. 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.


06: Are You Giving Up Your Power To Be Successful?

yoga entrepreneur

What Is This Episode About…

In this episode, we are going to address the issue of studio owners giving their teachers too much control in what they teach in classes which creates inconsistency. A teacher can be very good at what they do and students might love them a lot, but that becomes a detriment to the business if what the teacher teaches cannot be replicated, because if by any chance they’re not around, the students they teach wouldn’t come in anymore. 

As a studio owner, you can’t rely on that at all, and we are going to teach you how you can curb that, and build a consistent methodology that will keep students coming in for the long haul. 

Key Points Discussed:

  • Giving up control in your business (00:39)
  • Consistency is necessary (04:31)
  • Enabling students to measure their progression (08:53)
  • Methodology is what gives students results (12:42)
  • Being student-focused not teacher-focused (16:02)

Learn More About The Content Discussed…

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

When Was It Released…

This episode was released July 31, 2019

Episode Transcript…

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

00:00          Are you giving away your power to control the success of your business? Let’s talk about it.


00:05          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 Yaks brothers and welcome to Yoga Entrepreneur Secrets.


00:39          So what does that mean, Chris? It’s a good question. Giving up control. I don’t know, man. I just thought of it and I was just gonna go with it.


00:47          I am a control freak. I like to be in control. It’s most, most of us. Um, I’ve spent a good portion of my life learning how to release the things I can’t control and being in control of the things I can control. That’s pretty much what we’ve been such. That is such a big statement. Super profound. But this… it’s the truth. Like what, like what do I have control over and what don’t I have control over, because sure recipe of driving me completely insane is trying to control the things I actually can’t control. So let’s relate it back to… I think your point was…


01:22          Yeah, so my point is, you know, here we have like students who come in, so if you look at the… the… the majority of students coming into the studios, the majority of them are new. In fact, there’s statistics that show that like, I think it was… 80%? 80% within one year… 80% of the people that are with you now, will not be with you a year from now. Right? So you have a lot of new students coming into studios period. And that’s important to understand because what as a studio owner, like this is what I was talking about with like, are you giving up control and that’s hurting your ability to be successful? And what I mean by that is, like controlling the experience of what students receive in classes. Right? So like, my point… specifically, we had a teacher back in the day when we first started out, and we didn’t understand this, we were like, I would teach a class, John would teach a class.


02:10          In fact, I remember in the beginning and even the names of classes confused people, like we had a morning rise and shine yoga and then we had a mid-day escape and then we had like an afternoon delight or like, I forget what, let me know if that last was, we had some crazy stuff, but they’re all in the same class. It was a different time and a different name. Oh my God. We spent hours trying to fill up those names. So confusing. And we had like an inordinate amount of phone calls. Like so what’s rise and shine? Like what kind of, what am I, what am I doing? And then how is that different than the mid-day escape? And like what is this evening class? I can’t even pronounce that one’s at 6:00 AM


02:44          the others at 12 and then the last one is at 6:00 PM right. That’s the difference. Yeah, that’s it. I was just the timing. But what happens? So what was happening in that time though is that even though we call it the same class, what students were getting in that class was depending


03:00          on who taught it. True. Right. And so this is like, this is, I think one of the biggest problems with studios not being successful is that they may have like a really great teacher, they may have just struck gold and a teacher came in and they started teaching with them and they’re awesome and students love them. But what happens is whatever they teach cannot be replicated by anybody else. So the moment that teachers subs it out, that people that love that class, they’re not coming in as a studio owner. I can’t rely on that. I’m literally giving my power to a teacher to stay with me forever in the hopes that she will like continue to teach that class forever so that all the students that love her class will stay with me at the studio forever. And then all the other teachers are teaching whatever they want to.


03:46          Hopefully they’re teaching good enough to to keep a following but a lot of times are not. And so there’s no, so people come in cute. Imagine like imagine going into a restaurant and every single time you go in it’s totally different. You May and then you’re like, okay on Thursday nights that the chef, the right chef is there cooking the meal the right way, the way I like it. And so you go in Thursday and then all of a sudden one Thursday that that chef is not there and another chef is doing it in the meal that you get is totally different. Like and anything as in anything we do of any store we go to any place with like if like a lot of you that are listening to you like shopping at whole foods, if you went to shop at whole foods and every time you wanted to shop at whole foods, like every Thursday we changed all the aisles like the produce is now on the other side.


04:31          Like the fridge, the refridgerator is on this. You would stop going consistent like we need consistency. We needed, people want consistency, they need it, they need it. And with the balance of it, because now what we’re saying is we’re talking to artists here like we, we, we get it. We’re artists also. We want to be creative. We want to be, we want to have that creative spark to be able to incorporate like learn something and incorporate into our class and like do, but here’s the thing, we get way too as teachers, I’m them, I’m generalizing big, big time here, but we get way too creative at the wrong time with the wrong things. Like there’s Chris use an example yesterday I think when we were talking he said there are 88 keys on a piano. 88 keys. Like if that’s, if there’s a, if there’s not consistency in that.


05:21          Every piano you go to someone listening like a piano expert, like not everyone drawn. There’s up, there’s baby grandma, there’s a, there’s a word organize 188, please. But you guys get my point. There are 88 keys. There’s consistency and look at all the music that’s played, look at all the music that’s developed through that. People aren’t saying, well we need more keys and I need like an extra set of keys over here and I need different colors on my keys. Like it’s like you have 88 keys and there’s so much beauty coming out of a piano. Totally. So the experience we had was, it was in the very beginning like I would a class and I would teach


05:57          it slightly different than drama teacher and we were pretty much sinked up cause we would talk all the time. But we had another teacher who was like, it was random, like it was a beginning level class. Right? And all of a sudden she’s doing arm balances and the sequence is changing from class to class. And that inconsistency, like some people loved it, but they were the people that had been with us forever that have been practicing yoga for a long time. And they’re like, that’s what fed them. But remember how we started this. Like 80% of the people are new, which means they don’t need something challenging. They don’t need variability every single time they need something consistent that they can rely on to be there for them because everything else in their life is crazy. Right. There’s a saying that inconsistency breeds distrust. If I, and the very same thing that you’re talking about, if that restaurant operates that way, I’m not going like the chances that I’m even going on that Thursday because the chef may or may not be there depending on his life situation means that I’m not going to that restaurant and this is, I think one of the biggest problems with losing people is that I can’t articulate a result that they’re going to get if I can’t depend on knowing what the teacher is going to be teaching and the experience that our students are going to get.


07:09          A lot of this happens when teachers teach something and you have one, maybe two students come out of that class and say, I love when you do that. It’s so great, but the five, 10 people that hated it, that didn’t say a word and just walked by, you don’t get that input. The worst thing for teachers to do is to get input from students. Right? Like, like they, they haven’t been where you are. Right? They’re like, I get it. You can take polls in this and that’s it. But the reality is, is they don’t, the people that are, you’re getting the input from or the people that liked the one thing that you did and you’re not getting the real input from all of the people that are saying, hey, did you not like that? We really will you be honest with me and tell me the truth. And all of a sudden, like every class, has arm balances where it shouldn’t have arm balances and the new people that are trying to build a practice get their butts kicked and don’t come back. Right. So this inconsistency breeds this trust in forcing people not to come. Right. And so people drop off.


08:10          Yeah. I mean, think about like I bring it back to when I first started and like the Herculean effort that it was for me to just like walk into a yoga studio to try it. Like the odds are stacked against us because of like all the misconceptions and like weird ideas that people think that what they’re going to get in the yoga studio. Like it’s a colt and like if you teach with like we do, we teach high yoga. So like the heat is a big barrier for people. Not to mention all the Sanskrit, I gotta learn a third language or fourth language or an old language that’s dead already. Like I don’t even, I don’t, I don’t know what they’re saying. Like, there are so many hurdles to jump over just to be there and then all the sudden they get crushed by like these advanced poses or just like, I’m just looking to heal my back.


08:53          Right. I’m looking to distress and all the sudden the very thing I’m coming to like like unwind me, winds me up because I just got my ass handed to me and this like, I’m not saying it’s not going to be challenging. It’s challenging enough. That was my point when I first came in, it was challenging enough for me just to be there just to do the basic poses and what my body needed was consistency of a sequence that I knew I could then measure my progression and see myself advancing and feel myself getting more flexible and relieving pain and relieving stress. And so like the overarching point is that man, even if you have classes that you call it the same thing and on like this day on this, like this schedule is this class. If there is not a level of control that you have, knowing what’s being taught in that class, there is inconsistency and that breeds distrust and that is a reason for people not to come back.


09:50          So I can read people’s minds. So what I what I what I am because you meditate, right? What I’m thinking people are thinking right now. What I’m thinking people are thinking is that uh, well that sounds like background. It sounds like Ashtanga. It sounds like as a teacher I have to teach the exact same thing every single class that would drive me insane and I would get so bored at one not want to teach anymore. So I talked to me about that. Like what? Like what like where’s the creativity? How can I be creative as a teacher? How can I be creative as, as a teacher wanting to grow as an artist? I wasn’t going to say it, but yes, that’s an art


10:29          and I’m going to feel that cause I have like we have that desire to grow and to evolve and to expand and like it’s innate. It’s in, I think it’s woven into our, the human fabric, the fabric of our DNA until I hear the question. But what I would say is, well, like what’s your purpose? Is your purpose for your own creativity or is your purpose to help your students and start where they are and to actually show up for them in the place that they are and not for the two or three students in your class that are the advanced ones that you’re trying to entertain or entertain yourself because you’re bored of the sequence? I mean, like we’ve been teaching, uh, at our studios, like we, when teaching the same sequence, it gets adjusted a little bit here and there, but for like 15 years and there are students who have been with us for 15 years and they are coming in and they’re practicing that sequence.


11:14          Why did they come back? Because they can depend on the experience because like it’s because they’re getting a feeling from it. They’re getting a result from it that has been consistent over time and it makes them feel good at the end of the day. And I, so when I come back to with that is w I have a very clear mission about why we do what we do and that mission underneath that everything flows. Meaning, if I’m here, one of our mission is to empower people to live their best lives, period. And what that means for us is to give them a physical, mental and emotional experience that like changes how they feel about themselves. And so that every single class they leave, they feel better than when they came in. Right. And so what that is, every single class that we’re teaching, we’ve structured in a way where teachers have the ability, I mean you can’t, you can’t, you can’t extract the humanity of a class.


12:01          You can try to, like in the Bikram world, like they teach a, and I know this isn’t for every Bikram studio, but like they have a set script that they have to say, right? That takes the human spirit out of it because I can’t even vary up. Like what I’m saying, this is exactly what I say every single time, by the way, they’re hugely successful. So that’s something to look at. But my point is like the sequence is the same, but the way it’s told, the way it’s articulated, the lighting is like, it’s consistent. But like the music we control like no music with words. This is a whole nother podcast, but like there’s elements of the class that the teacher and that is in control over that gives them their freedom and creative expression. What I’m not willing to let go of and allow teachers to have the responsibility of is the ex like is the methodology and cause if they don’t have that because the methodology for the students is what gives them the feeling and the result.


13:00          I was just going to ask like what is the equivalent of the eight keys? Like if, so like, like the, cause we’re using the analogy of the piano and if there are 88 keys that are like that is the foundation and then you can create all this music. What is the equivalent to what we’re talking about? What’s the equivalent to those 88 keys? And you just said it, it’s methodology. Methodology. Yeah. The why, the way we sequence classes and so we then for what we do is we have a stability class and we have a flow class. Stability is a set sequence we teach at the same, like that sequence is the same every single time. The flow class follows the same methodology, but there’s an opportunity for teachers to be creative in the way they open up the body. But the methodology is the Ada keys.


13:39          They’re using that structure to open up the body in this very specific way to produce a very specific result for our students because that’s why we’re in business to help students experience a higher standard of living through a physical movement called Yoga. That relieves body pain through the movement and meditation that relieves stress. And then when you do that, you have a different emotional experience. Because we’re multidimensional beings and we offer this, like in our class we also teach theming, which is like what’s the, what’s the deeper message that you’re going to present today and how are you going to do that? And there are some really great ways. So like man, creativity, a bounce in those classes. Even in that stability class where it’s a set sequence, they have the ability to theme about what they want to talk about that day. They have the ability to, you know, to change the music up to create a different texture of the class.


14:28          They have the ability to say that like cue poses in ways that expand their ability as a teacher to understand and how to articulate to students so that they understand better and they have a better experience in the pose itself. Like so I would say man, the creativity is embedded in it. The creative, what happens is when we get creative in the sequencing of it and the methodology changes, we then changed the experience for students. That breeds distrust because they’re just not going to stay with it if they don’t know what they’re getting time in and time out. And I think what you said before


15:00          just nailed it on the head. As, as teachers, what is our focus? Is Our focus on the student getting the results or getting, being able to literally change people’s lives or is our focus on us being so creative that people comment on the class afterward? Right? Like if we stay focused on what’s most important, which is the students and their bodies and that and changing their lives, then success happens. Right? I mean then like the proof is in the pudding. People are getting, results are coming out saying he’s the craziest, craziest part. Cause this is, you can be s like in any discipline, in any industry, look at the masters, like the masters of the whatever the thing is. Like they didn’t like to jump around and do all these different things. Like, like, like I’m like a master at playing the guitar, like an Eric Clapton who’s just like a phenomenal guitar player.


16:02          He didn’t like do a bunch of, he didn’t want to play the guitar and the piano and this and drums and doing all, all of this and seeing an a do all of it. He said, no, I’m going to niche down. I’m going to focus on playing the guitar, doing it really well and I’m going to get so good at it that it becomes just second nature to me. And then I’ll sing really well too. And then I can play of these things. But I’m gonna I’m going to get really focused. And I think it’s the same thing with teachers. If we get so niched down and get so focused on I want to change people’s lives, I want to make a difference in what they’re doing and say this is the methodology I’m going to use to do that, then the results happen.


16:37          Yeah, totally. I mean it’s being student-focused, not teacher-focused and this is a meaning that I want to, I want to create the experience. The best of the ability that I can as a studio owner, which I know is the foundation of success, is to be able to focus on the experience that the students are getting and then to have the teachers be the conduit through which they get that experience. And as such, I need to then like get our teachers on board. Right. And this is what we’ve done over the years. This is like the cornerstone of our success, I guarantee it is that the teachers are on board with the mission. They’re on board with the methodology. They’re on board with the focus, like being student-focused and making sure that we’re teaching in a way that like, yeah, you may get bored with your sequence with a sequence, but that’s not important. Your, we’re, we’re not in business for your entertainment. We’re in business to help students. And if I go back to most of the students are new that are coming in, man, they need that consistency. It will change their lives. And if I can do that, I know we will stay in business


17:39          and that’s controlling the right things that I can have control over to create success in my students’ students’ lives and yeah,


17:47          success in my business. Yup. And it also, I have to stand


17:50          up and like be a leader in my organization, a leader in my community. That’s for another time. It’s another episode. Awesome. Well, thanks everybody for listening in and uh, we’ll see you in the next episode. Peace. 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 podcast, 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.


05: Case Study – Increasing Yoga Memberships By 50%

increasing yoga studio memberships

What Is This Episode About…

In this episode, we are going to welcome Linda Osorio, a fellow yoga studio owner, onto the show to share how she got into yoga, started her yoga studio, and the challenges she faced in growing and sustaining the business. 

At one point in the business, she was going through a rough patch and kept hitting a barrier in memberships, but when she reached out to us, we helped her increase her memberships by up to 50% which created a level of financial freedom that gave her the ability and free time to take care of her family. She’s going to talk about all that and more, and it’s going to be so valuable to gain insight into your own experience of what it means to be a yoga entrepreneur. 

Key Points Discussed:

  • Synchronicity saves procrastinators (03:32)
  • How Linda got into yoga: Her backstory (04:41)
  • The Stafford House of Yoga: The good and the challenging (08:41)
  • Problems with consistency in the classroom (14:33)
  • Parting ways with a great yoga teacher (18:40)
  • Rebuilding the teacher training aspect of the business (25:11)
  • Challenges with memberships (29:42)


Learn More About The Content Discussed…

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

When Was It Released…

This episode was released July 26, 2019

Episode Transcript…

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

00:00          Welcome to Yoga Entrepreneur Secrets. I am Chris Yaxf. And I’m John Yax. We are the Yaks brothers. And today, we are super excited because we have a really special episode where we interview our good friend and fellow Yoga studio owner, Linda Osorio. She was going through a rough patch where she had so many crazy things happening at the same time and she thought, “How can I continue to do this?” So she reached out to us and we helped her with a few little tweaks, revolutionized her business. Yeah. So there was a period of time where she, you know, she kept hitting the barrier of like memberships and she was always trying to like, just break that barrier. And she talks about in the episode it’s really great and with just a little bit of help from us and a few tweaks, she has increased her memberships by 45%, and at the same time, she’s increased her free time, her ability to take care of her family.


00:51          And it’s just a phenomenal story. And, what’s really important is that, we talked for a while. You’re going to hear about the first 30 minutes in this episode, but to hear the rest of it, and what she actually did that you can potentially even model for your own studio is at the end. And so to get that, you have to do one thing, jump on over to Yoga Entrepreneur Secrets Facebook group and drop your email in the member questions, and we will send the rest of that episode over to you right away. So stay with us and enjoy the episode.


01:24          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 Yaks brothers and welcome to Yoga Entrepreneur Secrets.


01:55          What’s up YES crew? We are here with Linda’s Osorio and see is a, she is a dear friend of ours who has been an entrepreneur for years and years and years and has been in the trenches running businesses, running yoga studios, doing it all and she’s a rock star. So we are blessed to have her here and… yeah, we’re excited cause she’s going to tell us her story, which is so valuable to gain insight into your own experience of what it means to be a yoga entrepreneur.


02:27          Hello.


02:30          Hi Linda.


02:33          Hi. I’m really excited to be here. We’re glad you’re here. Thanks for having me.


02:38          Yeah, it’s awesome how it worked out.


02:40          A synchronicity for sure. And it’s definitely I know I’m supposed to be here so it’s pretty awesome.


02:45          So I get a text from, from our crew about an interview and that was I think Monday and I was supposed to reach out to Linda sometime last week. It was so bad. It was such a busy and so I get this message from Daxy and Ryan, they’re like, hey guys, just checking in. And, uh, that’s our, that’s our team on the back end. And uh, do you guys have the interview set up? I was like, oh no. So I immediately texted Linda and she was like, OMG, I was just about to contact you guys. I’m going to be in the area where you guys are and I was going to drop in and just say hi and connect right at the same time I went. So like that’s so synchronicity. Yes, it is a real thing.


03:32          Synchronicity seems to save your ass a lot. Hahn John, that’s the [inaudible]


03:37          it’s working for them. Yeah. Without synchronicity. Procrastinators with very quick that is the truth. That is the truth. So, um, yeah so uh, Linda and I went back and forth with some Texas. She was like, I am going to be there. So this is perfect timing and I was like, oh this probably timing. We did a virtual high five and Sam here. Yes. So here we are. Here we are. Thank you for being here.


04:01          Of course. Of course. I’m happy to be here. Really excited to be a part of, um, you know, your podcast cause I listen to a lot of podcasts and I, um, through the years of knowing you guys have recorded you, like it was my own personal podcast and notes, you know, always take a lot of notes and I just refer back to my scribble and go, yeah, that’s right. So it’s really cool that it’s like coming together on a more, um, organized way other than on my scribble pad and my videos.


04:32          So I think for everyone to get to know you better, um, I guess, uh, as we get into this, how did you get into yoga to tell your back story a little bit?


04:41          Sure. Um, so once upon a time, if you want to hear my story, um, I was, so just to go back a little further, I was a teen mom, so being a teen mom was really hard. Luckily I had a great, great support system, but I didn’t go to college. So I didn’t, you know, when you graduate from high school, got my GED, blah blah, blah. Went to, um, massage therapy school and uh, learn. So I was just thinking, oh, just, you know, I want to help people feel better. Like, you know, throw some lotion on their legs or something. I don’t know, work out the muscles. But I learned a lot about anatomy and I, and it really gave me confidence when I pass the national exam cause that is very hard. And I passed it the first time. So yay for someone who didn’t graduate from high school, that made me feel really good.


05:24          And from there I just took a very serious right out the door, you know, bodywork. So what happened was a few years into that, it was around 2006 or seven, there was a massage therapist who said, oh, you got to try yoga. And she kept trying to get me to go and, and finally on when, and, um, the first class I was just like, you know, I really, there’s something about this. I feel it. I like it. And I started thinking about it from my clients at that point. So I started practicing on my own and then found hot yoga after that. And then that was just what really hooked me was the hot yoga.


05:59          Yeah, it was, we had the same story. Like why did yoga for, it’s probably like a month. I try not all these different like places around the area. And then I was literally like, ah, I don’t know.


06:08          Well you are lucky cause you guys probably had more than one place. We were like one place. And even though she was amazing, she had been a teacher for like 30 years at that point. It was the only place. And, and even then it was like wasn’t busy or anything. And, um, but I did a lot of other things there, but you know, like meditation and things, a Chakra cleansing and all that. And it was awesome. But you know, we didn’t have the option of seeing a lot of different places. Um, you know, I had to drive up to northern Virginia to find the first hot studio. And so in a way you guys are Kinda lucky. You got to explore different, different places without having to drive too far.


06:44          Yeah. And we are coming from the martial arts background to where we wanted something intense. And you wanted your bucket. Yeah. Yeah, we were. And before that I wasn’t getting it, that physical experience. And then when we actually, I think before a hot yoga studio opened up in our area, we had to drive up to, was it to Richmond? I’m going to drive it. Oh really? Yeah. We had to drive from Richmond to experience our first hot hot yoga class. Yeah. So there was only, at the time when we first started, there was only probably two studios around in the area, two yoga studios. Right. And there was no hot yoga at all. And so we drove up to Richmond to get our first experience and that was like, wow.


07:16          Wow. So yeah, hot yoga was, wasn’t around either. Then. Okay, you guys were the beginning of that in Virginia Beach.


07:25          Yeah. Well then a yoga studio, a hot yoga studio opened up and that’s when we were able to do it consistently. But the first, the first hot studio that opened was our first experience and it ended up, we went to training and that was the first studio we taught, we taught at. So. Okay. So you get into yoga, hot yoga is what captured you what I’m like, how did you end up owning a yoga studio?


07:48          Well, um, I owned a massage therapy center called massage matters. Actually, it was a co-owner in that, but I ran it. I mean, I literally built it from the ground up and uh, so we had about a thousand square foot space, had, uh, five rooms, ended up making my office into another massage room. That’s how busy we got. And, um, it was not a spa, it was just like straight-up massage. And it was really important to me that we had more of like, a scientific approach to it. And not just like, you know, relaxation. You know, I’m always trying to get kind of down to the root of things. Like what is it really that’s bothering them, you know, and why is it that I kept working on this person and what they keep having the same issues. Like they come back two weeks later, oh it felt good for a week and then you know, pain comes back and I realized that they were just so unconscious about their body mechanics and through my own personal practice I was like, you know, I think yoga would do really well for them.


08:41          And so I was sending them down to the studio in Fredericksburg and then I was just like, man, somebody needs to open up a studio here cause they’re not gonna want to go to drive 30 minutes and be consistent with the practice down there. So Tyler’s another massage therapist who was well known for her yoga classes in Quantico and her name is Angela and she’s really great teacher. And I said, um, Kay, what would you think about opening up a yoga studio with me? And cause I didn’t really know anything about teaching. All I knew was business at that point. That was my skill and you know, bodywork and stuff. And she was like, sure. And I was like, awesome, let’s do it. And that was it. And uh, that’s Kinda how it happened. And uh, the House of Yoga, Stafford House, a yoga she actually named that we were talking about was like, what should we name?


09:29          And she’s like Stafford House of Yoga. And I was like, that sounds good. And we were looking at a shopping center to open a bar space and we, before we signed a lease there, I found this house right on Sixth and Main road. And I remember just going, I mean it was kind of a dive was a dump and I was just like, there’s something special about it. And then there was a tree in the back and I hugged it and I said, please give this place to me. And then the day before we signed the lease for this space, the bank said that they wanted to run it to me and it was going to be half the price. And I was like, yes. And so she and I gutted the place with some contractors. I mean it was tough. It was really, really hard. I’m not gonna lie, but um, we made it work and from the get go we were busy.


10:11          So for all the listeners just, I’ll make this connection. They named it Stafford House of Yoga and then they found a house before. Right.


10:20          And we found a commercial. Ha. I mean it was zone commercial on a main road, which is like not normal. Yeah. It’s like mostly commercial is like strip malls. So it was, I knew and then I was another thing I was just like, I knew this was the right place and that’s pretty cool. I like definitely the fact that we have like our own private little space. We have a deck, we have, you know, a little kitchen upstairs and we have two yoga rooms and a nice lobby and little garden in the front and we grow vegetables and it’s pretty cool. Especially Cause Stafford’s not that fun.


10:54          Let me point out something else. When you want something you have to hug a tree to eventually get it. That was the kicker for it. Yes, you have to, but you have to


11:02          do it with true intention and love.


11:05          It forces nature into the mix of your intentions and makes it, it makes it spassed. Right. Exactly. In fact,


11:12          like I’m telling you, there’s, there’s power like beyond what we recognize that can take you somewhere, but don’t rely only on that either. You know, don’t just sit around and hug trees all day hoping that


11:25          not a big bag of money, it’s going to drop in your lap. We are co-creating this experience. I, which mean there’s more effort than hugging a tree that is on our shoulders to get done.


11:34          Money does not grow on trees. No, it doesn’t. Not yet.


11:37          You use the tree to help you. Yes. When you guys opened what you, were you teaching at the time, what was your responsibility in the business when you started?


11:45          Yeah, so no one wasn’t teaching. Angela was doing most of the teaching with some other teachers that we just hired, you know, um, and uh, did do the interview process together and she, you know, I could kind of tell like through their vibe if they were good or not through my own experience as a practitioner, but I was running the back end of it, you know, I got the business set up. I, you know, did all that, um, you know, marketing, advertising, employees stuff, payroll, things like that. And Angela did help with some of that, but that was more like my thing and then she was more like front end and you know, thinking back, I thought business would apply to every [inaudible] that you would want to do. But the yoga business was definitely a rude awakening. How so? Because it was hard as shit, even though we were busy. Um, I’ll give you an example. The day we opened and I knew Mindbody. Okay. I’ve been using my body since 2008 a and a. So when we opened up in 20.


12:43          So mind-body has software that so many yoga do almost all yoga studios use, uh, and on gyms and things like that. So


12:50          yeah. Yeah, it’s very common. And I mean, I’d already used it for the massage therapy business, but the first day we opened, we had a ton of people in the lobby for our grand opening and stuff like that. And we were selling memberships, which was good, but we were setting them up wrong. I mean, for, I think it was two years after that, maybe a little longer, a little over two years, I was going back fixing people’s accounts because they were being charged too much. They were, you know, we signed them up for a membership that lasted literally one month and you’re like, wait a minute. I thought this was, you know, the 12-month commitment that we set them up. They only got the, they’re only paying for one month and they’d been practicing here for six months for free practically. So, and then having to go back and ask them to pay for the past six months, you know, like, I mean, there wasn’t just one person.


13:36          I’m telling you probably I’d say about a hundred. Yeah, it was, it was madness. I mean, it was madness, but the, the good news was that we were wanted, the bad news was I didn’t know what the crap I was doing, even though I thought I did. Yeah. So that was very stressful. Oh, when I was pregnant too, by the way, during the opening, my son was born two weeks after our grand opening. It wasn’t planned. Like my other two kids weren’t either, but that’s life. So he was born two weeks after our grand opening and uh, that made it kind of tough too. But, um, but you know, hey, I did it. I’m here. Um, I survived.


14:12          So it sounds like you’re pretty successful off the Gecko. Like people are coming in and you know, obviously some logistical stuff and making sure that people are getting charged for the memberships they’re taking. Uh, what were some of the, like some of the beginning hurdles that you had to get over, like as you, the growing pains of it. Were they immediate or that take time or were immediately profitable or how long did that take? What are some of the things?


14:33          Ah, well that’s part of the piece that I really like. It was in my business plan, but, um, I had no idea how, I guess important. The teacher training aspect of it was I’m thinking, Oh, we just sell memberships that, um, you know, create enough profit but, and it, and it does, but at that point, you know, we had the overhead of paying our staff and the front desk. So we don’t do Karma Yoga like a lot of studios do. Like we actually pay our staff nothing against it, but I don’t think it’s a good model, um, because we want longterm, uh, employees or you know, front staff. And anyways, so the overhead was more than what I thought. And then also we didn’t have consistency, uh, in the classroom. So it was, it was really hard to manage the teachers really hard. So that was very stressful when you have to deal with managing teachers, um, then it takes you away from other things that are important, like paying your rent. So yeah, it was, it was kind of stressful for sure. And then on top of that, you know, um, you want to be busy and we were, but when you’re so busy and overwhelmed, it can exhaust you for sure. And it did.


15:46          So in, so in the process of like, you have the studio,


15:50          you’re, you’re trying to figure out


15:51          all of these things and, and like mind-body mistakes and teachers and like try and like,


15:58          oh my God. And the toilet. So because it’s a house, it’s on a septic. Okay. This house is old from like the seventies all right, so it’s on aseptic. But here’s the thing, it’s really weird. The septic pumps into the main city line. But what would happen was, because we had so many people taking showers and bathrooms stuff, it would back up and then the smell would back up into the studio. I mean, on a regular, I can’t even tell you the American tank cleaning people. I mean, they knew me like we were family now. I mean, it was


16:25          right. Seriously, they knew, okay,


16:28          you gotta go there, you know, what does it pump the septic? So they finally got fixed. It was a pump issue, but that was like five years later it got fixed. Okay. So anyways, yeah, that was really a shitty mass. Literally. Literally.


16:42          And we would, I’d walk into the studio and I’d be like, why does this smell like shit? I mean, I was already, you know, like, and I’m like, man, this place should be smelling at least like sweat or incense or something, but not,


16:55          uh Huh.


16:57          It was really, really tough. Now I can laugh about it, but it was really stressful in the moment. It really was. Yeah.


17:04          And so that was like, so how was to you had a, basically a Newport at this time too, so like, like life and business and like you were juggling,


17:14          I could have been a fucking professional drug, drug dealer and the circus that’s like, you know, it was like, okay, do this, do that. And, um, what I learned from that was, and I think this hit me later, you know, like I, I learned it a while ago, but I put it into words now it’s like you can hustle business but you can’t hustle your family. And at the time I was just like putting everything like hustle mode. Like, okay, kid goes here, you know, dad goes here, other kid goes there, business here, you know. And uh, it just, it really was overwhelming. But luckily, you know, a little crowd, which is cool, is that he grew up in a yoga studio and I would look back on the pictures of him pulling out mats from the hot yoga room, you know, playing with the Little Buddha and, you know, just running around, you know, that brings me a lot of joy. So in the moment, in the heat of it, you don’t recognize it as much, but now I do. So it was all, you know, in the end it was all pretty good. Yeah. I don’t think I’d be able to s would have been able to see that though if I didn’t pull myself out of that, like that stress and, and that was, that’s where you guys came in was like, that is actually what I would have to say saved the business really. So anyway, thank you.


18:26          Yeah, our pleasure. So talk, talk about that for a moment though. Cause there was like an experience, a situation happened that kind of forced your hand in a way that you would have never predicted would’ve happened, right? Yeah.


18:40          Right. So, uh, Angela, who’s, you know, a really great teacher and Person Lover Lot, she’s awesome and being a yoga really great yoga teacher, she actually learned in India and when she learned Yoga in India, they didn’t, where they weren’t part of yoga alliance or like what the hell man, we’re like ancient teachers, generations of people teaching yoga. We don’t need no yoga alliance. So she didn’t get certified through Yoga Lions. And so when we wanted to open up our teacher training, she could not do it with the yoga line certification. Right. And we knew that that was important because that’s what a lot of people were looking for. Like, oh, are you yoga alliance certified or whatever. And so she, then she came up to me one day and she was like, we can’t do teacher training because I’m not yoga alliance certified. And that was in our business plan, right? The, the teacher training, how much we’d make and stuff. And I just remember going just thinking like, oh my gosh,


19:35          fucking God. I was like, why? What is Yoga Alliance? And I needed to know that before. Right, right, right. Yeah. But you know, just like, and I, he and I, and that’s where


19:50          I still kind of struggle with yoga online. So I’m like, I get, it’s important to regulate it, but at the same time, I’m like handle as a Badass teacher. She could teach a lot of people teacher training. I mean, we don’t need that. And so we discussed not having it, you know, but in the end it was like, it was necessary. And so long story short, um, we parted ways and, uh, she’s a big activist now in the Dakotas. For, you know, the, you know, the pipeline and supporting the natives. So go Angela. I’m always sending her love up there. But um, anyways, uh, so after she left I was like, okay, I need to do something. So it just, so happened to got an email from a company in um, like Ohio and I was like, all right, so maybe I’ll just hire them to do my teacher training on an I does.


20:39          Even if I get 30%, it’s 30% of, you know, this month that’s not bad and I don’t have to do it because I can’t. Oh, but really quick, just to step back really quick. Ah, when Angela went to teacher training, she was looking for studios and she actually went to one in DC that she hated. She did it for a couple months and then at the same time I’m thinking I should do teacher training because as an owner I need to be able to understand the needs of the teachers and if somebody calls out, I should be able to come in and sub. I, you know, me canceling just doesn’t happen. I hate to cancel anything, appointments, classes. I mean I gave classes to two people before, um, and you know, I just don’t like to cancel if I can help it. So, um, she and I just so happened she, she signed up for teacher training and with the Yax Yoga I had no idea. And cause this was all kind of happening so fast and juggling a million things in an I signed up and then Peggy, she, even


21:34          Robby, she’s like, that’s funny, somebody else from Stafford is going to be doing our training, maybe he can carpool with them. And I said, really? She said someone named Angela. I said, no fucking way. And I, so I saw her and I was like, did you put the axiom cause she’s like, yeah. I said, me too. She was like, you’re the other person from Stanford. I said, yes. And I said, well, you know what?


21:55          It must be a good place. I knew it was going to be a good place just from my bodywork experience that Yak sugar was where I wanted to do my training. But having Angela back that too was like, okay, this is supposed to happen. And then us going through it together was pretty cool.


22:10          Yeah. There’s that synchronicity thing happening. Yes, yes, yes, yes. I love it. That was, so that was the first teacher training, I think Chris and I did in Richmond.


22:19          Yes it was because you guys were getting ready to open up the one in short pump and a are, I remember it very clearly like every weekend because it was like my highlight of the month and you know, during that time to, you know, my little guys like I think two or three at the time and I w and you just had your first one and you had one on the way and you know, I was like, oh, you guys don’t, yeah,


22:41          no business in babies. That’s some tough shit. But um, anyways, but it was awesome.


22:49          So Nice for me because I needed to decompress. Like, you know, uh, healer, heal, heal, heal thyself, right. It’s like here I am trying to support the community bodywork. At the time, I still had massage therapy practice and I’m like running on fumes. I’m literally like a Zombie. So it was like, ah, I can’t wait to go back and go to whole foods and connect with people who know about, you know, what I’m talking about. And it was just cool. Yeah. So thank you for that too.


23:17          You’re welcome.


23:22          You guys are funny and that always helped too. You guys were hilarious but serious at the same time, which is pretty nice combination. Yup.


23:29          I appreciate it. Um, so you, so you went to you to training and help. That’s, you know, it helps you personally and also to understand the business aspect. So it was kind of a dual, like a two for like you, you want understand what’s going on to support the needs of your teachers, but it also was something for that helped in your life. Right?


23:48          Definitely. Um, well I was able to feel like I could be more part of the studio instead of just the backend. And then I also, for the therapeutic approach is so like valuable to me. I knew in that moment that that’s what I needed to do at the studio. Me and Angela would talk about it on her way to the studio. Like, man, we need to get all the teachers to do this and how are we going to do it when everybody’s doing their own thing. And so that was pretty challenging. But, um, I know that it helped me at least have a starting point. Like, okay, this is where we are. This is where I want to go. One day. I don’t know how it’s going to happen, but it’s, you know, this is what I’m, I at least I know what I’m working towards now. Before it was just like everything was up in the air and the classes and the teachers and my life, um, this is crazy, but it’s now I can see the value of it because sometimes you’ve got to go through shit to appreciate where you are. And I’m just glad that I didn’t give up and you know, people didn’t give up on me either. And that was pretty amazing.


24:46          Yeah. That’s awesome. What, so what happened there was, um, you know, for the partnership between you and Angela, something happened that like, made you like the training that you did, like even more important at that moment. What was that?


24:59          What do you mean? Like what was, what did we, why did we think the training, the teacher training was so important?


25:04          No, when a, so here you are the business end of it. She’s the teacher end of it, the yoga end of it, but then she leaves. Yeah, right. It was that, yeah.


25:11          Right. Yeah, yeah, yeah. She, she, she went to California and then I was just like, okay, Linda, you don’t know what the fuck you’re doing. What are you going to do? I’m going to copy the yaks yoga brother. I know that they are awesome and I would like to be like them one day. Um, and also from a business perspective, not just from Yoga because like, again, as a massage therapist, I mean, I been practicing massage therapy since 2004, and I was just like, this is what I really want for people. I want people to have healthy backs. I want them to sit up and catch themselves during the day, be conscious of their body mechanics. So anyway, I knew that I needed a good teacher training system in there, but I also knew that I needed to support my community wasn’t just like a profit thing.


25:52          It was like a representation of who I am, what I believe in and what I wanted for the community. And so when I had talked to this company to come and do it for us the first couple of years, I’m telling you after the first teacher training I was just like, I don’t know man, this isn’t a good idea. But you know, if you feel like you have to give it another try, just because maybe at the time your personal life was spilling over into business and you were just kind of, you know, not turned on by them because of other reasons. Well after the second year was like, no, that’s not it. They really just don’t align with my belief system on the science of Yoga. They were good as far as getting people to remember how to do a specific script. Right. But anybody can do that.


26:43          Anybody can spit out information. And my opinion, it’s like really understanding the Fascia and the body and the, you know, the therapeutic approach and why like to the point that they could even put it in their own words. That’s what I really wanted. And so yeah, from there, that’s when I begged you to, I was like, damn, John, please, I need your help. I’m going to die. Um, yeah, but you know, I learned from that experience too and it was all good. Like I’ve had some good teachers out of that, don’t get me wrong, and some of them are still with me today. Uh, but now we only do the yaks yoga approach, which is the mile fashion line being the most important piece to it. How to open the body. Everybody has to follow that no matter what. But yes, it was very hard to get them to do that.


27:27          We, so right during that time, and I don’t know if you remember, but we had literally just had a complete reorganization of our business, so totally restructuring. So we bought out a partner and split up a business like whole, like it was like we, we just went through a year of chaos, total restructuring, total chaos and a few months we had just gotten the other [inaudible] on the other side of that. And a few months later is when you called me and our we talked or, yeah,


27:54          yeah, yeah. Cause you guys had the, you guys just opened up at that point, the, the other studio in Richmond. Where is that? And um, it was in Midlothian. Yeah. And so it’s like, aw man, they got their hands full. They’re not going to want to come help me, you know? Um, so, but I was just like, I was so desperate for help and I was just like, well, I don’t want to, I’ve already tried asking somebody. I didn’t know. And, and it, it, it didn’t work out exactly the way I wanted it to. So I was just like, I have got to, I don’t know, fry or something. I’d get on my knees and back on plates. Luckily I didn’t have to go to that extreme. John [inaudible] was very receptive, which was, I’ll never forget that day. Never. Was definitely a pinnacle point in my life.


28:38          Like turning point. I don’t know if you guys ever seen the movie the jerk? No. Yeah, yeah, yeah, yeah. The point-like where like, you know, he, he becomes a millionaire because he fixed, he does this thing on the glasses, that little nose piece or, and there’s this part in the movie where the guy, he says, we’ll fix my glasses. And he throws it to him and it’s in slow motion. He grabs the glasses. And in that moment is when he knew, well he didn’t know, but he just in his, his power grab those glasses and he fixed them and he put this little nose piece on it and he became a millionaire from that. Now I’m not saying, you know, I’m a millionaire yet, but I knew in that moment going home, man, I was just like, this is the changing point in my life. I know it is. Like it could have been in slow motion. I mean, I replayed in my mind in slow motion because it was just so powerful. It was a powerful, powerful moment. I mean, Ralph Gates was powerful too, but that I would have to say that was it for me. I was like, oh, I paid for that. That workshop was for that. That’s how it was. It was really good, really cool.


29:42          And Audrey went with me that day too, and she had to hear me the whole way home, her and Billy about how excited I was. Luckily she was excited with me. You know you want people to be excited with you, you know, and she totally got me. She understands what I was going through because she was my manager at the, the house of Yoga. And, um, so when you surround yourself with people who, um, understand your struggle and maybe even have been there and, uh, you know, they’re kinda cheering you on and stuff, it definitely helps keep you going because there were times, or it was just like, I can’t do this anymore. We’re not making any money. Um, for some reason I couldn’t like break certain numbers, like memberships and I, I would always have these monthly goals like, oh, we have to sell these many memberships and this and that.


30:23          And it was just always tough. And then some days, uh, when I would check the reports, it was like we lost members. I was like, damn, you know, and, and I just couldn’t understand why we had all these classes, you know? I mean, I was paying myself like five. I remember the first, after year two, I started paying myself, well, you’re one, I’m actually, Angela and I would split a very small salary, but, um, there were times I didn’t take a paycheck. I was just like, nope, I can’t, I cannot do it. And then, uh, I remember one year I made $5,000, and I’m like, what the, but I was like, but I got paid in other ways. Eventually, that didn’t last. I was like, fuck that. I’m wasn’t money. I need to get paid. I got a baby. Um, so, um, you know, that has definitely changed, man. There’s no doubt. I’m at a different point now, so, but again, um, it was that point where somebody like you know, was just like compassionate and was, you know, believed in me and I, that alone gave me the ability to, to change the studio around us. What happened?


31:31          Yes. Awesome. Is Linda. Hey, if you want to hear the rest of her story and find out how she increased her memberships by 45% creating a level of financial freedom that gave her the ability and the free time to take care of her family, then join our private Facebook group, Yoga entrepreneur secrets. Be sure to drop your email in the member questions. We’ll send the other half of that episode right over to you. This is the only place you can get access to this, so be sure to join Yoga Entrepreneurs Secrets Facebook group now. We look forward to you joining us in the next episode of YES, Yoga Entrepreneur Secrets. Peace.


32:04          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 podcast, 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.