The Yogi Entrepreneur, Darren Main

General Notes

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Yoga was such a wonderful healing tool for me.

 

Bring yourself—think about your niche—don’t be like others. Be you!

Success comes from standing in your truth.

 

The key is to know what you love and then offer it to the world.

 

It’s about reflecting on the teacher that you want to be and the student you want to work with.

 

Be the living expression of God’s Kindness.

 

We don’t need to manufacture reasons for people to take up yoga.

 

There are people who have almost nothing yet live in peace because they do the right thing. If they live their dharma their needs will be met.

 

Yoga should always be available to everyone who wants it regardless of their ability to pay.

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Yoga is nothing if not practical.

 

I could lecture all day about the benefits of inversion poses but it’s not until I actually put someone upside down that they begin to feel the benefits. By feeling something in the body it becomes solid.

 

The goal of yoga is simply to quiet the mind, it is in doing that that our true nature is revealed.

 

Not all yoga students are the same. Each will have their own needs. Some have money, some don’t, some are couples, some are gay, each has own needs. Places with variety of accommodations easier to fill. Make sure cooks know needs of group (veg, gluten free, etc).

 

Everything is intentional. Opening circle, closing circle.

 

Good teaching is 1/4th preparation and 3/4th practice.

 

Yoga is not about never getting upset. It’s about weathering being upset in a more enlightened way.

 

Human beings cannot focus the mind on more than one thing at a time. Concentrate on a single focal point, mind into stillness. Simply focus on one task at a time. The foundation of productivity is meditation.

 

The human brain likes patterns because it takes much less effort to do a repetitive task.

 

Work hard.

 

Focus on one task at a time. If you can do this, you will accomplish much more than you ever thought possible and have fun doing it.

 

Use task rabbit and experts.

 

Diverse populations are hungry for the physical, emotional, psychological, and spiritual healing that yoga offers. 

 

Ethical business. Meet others where they are, not where you want them to be.

 

He defines yoga as bringing together that which is perceived to be separate.

 

Successful kids have in common that at least one adult believed in them.

 

A mantra is a sacred word in an ancient language that is repeated over and over to keep guiding the mind back to the spiritual center.

 

 

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Teaching

 

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Which teachers do I admire and why? How will my teaching be similar to theirs?

 

What unique qualities will I bring to my teaching?

 

What types of students will benefit from my teaching style?

 

Different types of places to teach. Gyms are about fitness; candles, incense, and chanting will get you fired.

 

If you are in a gym, think about what types of members it attracts and if it will allow your spiritual element.

 

Yoga studio jobs are more difficult to get than gym jobs.

 

Subbing and assisting senior teachers is a good way to get students.

 

Yoga is a tool for healing and a system of radical personal transformation. Without trust they will not experience the comfort and safety to truly let go.

 

Yoga teacher is in a position of power and needs to be trusted. Should not be there to hit on pretty people, know that you work with everyone.

 

Do NOT make comments about a person’s physique (positive or negative) as it sets a tone of judgment.

 

The intention behind your touch will always shine through. Keep focus on that and not groping.

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Flirting is never appropriate.

 

If you are considering dating a student, STOP.

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If you do date someone, they will need to find another teacher before you start dating.

 

Never forget that you are in a position of power as a yoga teacher, don’t abuse it. Do not violate their trust. 

 

Any detail shared by a student, no matter how small, must be kept in confidence.

 

Everyone can benefit from yoga, not just one subgroup. Be inviting.

 

No reason to exaggerate or make an unrealistic promise.

 

Never make negative comments about other teachers or other healing modalities.

 

I have a policy never to turn people away because of money.

 

Classes should start and end on time. 

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Deep relation is a part of your class, not an encore.

 

Putting away props and dry mopping the floor is your job. 

 

A workshop is a time to break down concepts and techniques that are difficult to teach in a regular class.

 

To know your audience is probably the most important part.

 

Don’t over plan, give students time to share, offer homework, know your subject!

 

You should have five or six key points that you want to make and no more.

 

Give meaningful examples whenever possible.

 

Offer homework. Ask people to notice their breath the next week or to practice meditation.

 

Shared prayer or meditation is deeply bonding.

 

Encourage group bonding.

 

Learn everyone’s name.

 

Allow participants to help out. If people have simple jobs, they will be more connected to the group.

 

Ask someone how their practice is going, then if they would like to experience more lasting results, then ask if willing to come 3x a week for 2 weeks and see if it helps.

 

It is important you understand why students want private sessions so that you can meet their needs.

 

What makes you unique as a teacher? Most important question if want to be a traveling yogi.

 

The reason people want to come to your class is because of you. Know their names and details about their lives! 

 

See the good in people. But don’t pile on false compliments.

 

Honestly appreciate students’ efforts (like grade school teacher giving out stickers).

 

Smile! Must be genuine.

 

Listen to many, speak to a few.

 

Your job as a yoga teacher is foremost to listen. Ask what your students what to discuss and share in their excitement.

 

Taking an interest in what others are thinking and doing is often a much more powerful form of encouragement than praise.

 

I point out the areas of a pose where I still struggle.

 

Showing my faults and failings is not a weakness but rather a strength.

 

When we show our vulnerabilities, we empower our students to embrace theirs.

 

See in your students the potential that they cannot yet see.

 

Potential students need to hear about your class at least six time before they will try your class.

 

As a yoga teacher, we are in the business of planting seeds.

 

Be sure to send Thank You notes to everyone who supports you.

 

Know the names of everyone at the front desk and invite them to join your class for helping out.

 

First class is always free for new students.

 

If a student complements you, first thank them, then ask them to fill out a comment card.

 

When you refer students to a class that is more appropriate for them, everyone wins.

 

Live music at your class can be a big hit and low cost.

 

 

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Retreats

 

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A retreat is tons of work. You are a travel agent, cruise director, and hotel manager. Many hats.

 

On confirmation letter have a packing list, travel instructions and arrival time, emergency contact for relatives if they need them, basic schedule, resources such as suggested reading and where to buy supplies.

 

Generally retreats are not very profitable.

 

Constant Contact can help with online registration (or Mind Body if very complex).

 

Most important factors for people in picking a retreat are the date and then the location.

 

Need to convey a clear understanding of the purpose of the retreat.

 

Retreats can be exhausting and overwhelming. Carve out time for yourself.

 

 

 

Best Practices

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Charging a little less will make your work available to more people and may result in more profit.

 

Purchase liability insurance. Never diagnose. Send them to a doctor. When in doubt, leave it out.

 

As a sole proprietor you can write-off lots of expenses which reduces taxes.

 

Find a CPA, have your information organized for them, and pick the right one for you.

 

Most people use Quicken.

 

If you are a paid employee you cannot deduct expenses, but you can if you are an independent contractor.

 

Undercharging for privates is a good way to be sure no one calls you.

 

Have marketing details spelled out in contract. Allow teachers at the host studio to attend for free so that they can spread the word next year or even this year.  Make sure contract has dates, times, locations, marketing plan, names of everyone involved, and topics to be covered and titles of workshops.

 

Before you do a webinar, do a Skype call with a few friends to test your ideas.

 

For every hour you spend teaching, you should spend an hour on your marketing effort. There are a number of magazines and blogs that you can consult for content.

 

Write an article. Though often unpaid, you may get a photo of yourself added to their website.

 

Write back everyone who writes you.

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Contribute articles or essays to a group’s newsletter.

 

Post endorsements from others to your website. If you have a relationship with a senior yoga teacher, ask them if they will write a short blurb for you for your website.

 

Yoga conferences expensive and mixed. Hanuman Festival in Boulder or Bhakti Fest are best.

 

Pro-bono worked covered by media can be great PR. Check Volunteermatch.org for ideas.

 

Offer a free class to nonprofit fundraisers.

 

Get business cards and write “one free class” on the back.

 

Public boards at many health foods stores are great places to advertise—ask before posting.

 

Coupon books with a free class coupon can be good but only if you are the only yoga teacher in them.

 

All roads lead to the website. 

 

Want meta tags and to be referenced in search engines (submit on them).

 

Write articles and include links to them—this boosts your presence.

 

iContact good at managing email lists. Give students a reason to open emails and not delete them (e.g., how to do a handstand or something).

 

Podcasts okay but know who is listening and be sure you appeal to them.

 

Be careful about TMI on Facebook. 

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People who are always selling lose credibility.

 

Link in doctor, chiropractor, or psychologist; develop referrals when needed.

 

Yoga Journal directory.

 

Local media outlets—send them press release with who, when, what, where, and why. Third person. Short releases only. 

 

Include photo, contact information, title (headline). Templates are online.

 

Radio and TV

• Shows find their guests via agents who you pay to get onto TV

• Keep people inspired to stay tuned

• Do something that stands out

• Weave something about the host or their family into the interview (e.g. their son is in the armed forces and you appreciate that)

• Use host’s name often

• Submit questions in advance to them

• Come with 5 talking points

• Very short answers

• Know your facts

• Be up to date with current research.

 

Web designers

• Charge by the hour

• You should have already mapped out your site, provided quality photos, have text written in advance

• Ideally know color scheme

• Have list of 5-6 URLs you’d like to have

• This will save you money and time

• Have resource page with links to favorite teachers and studios (or other healing professionals)

• Same for links too

 

YouTube or Amazon

• Have Metta Tags, separated by commas

• Two paragraph bio—one on where you studied and second on how you teach

 

Website

• Ongoing cost of yoga website should be less than $20/month

• Invest in good photos with natural light in morning or evening (but his are too big and take too long to load if you go to his site)

• Have students smiling in photos

• Class is about students, not you

 

I used Wix.com. This is better than any of these in MHO but here is what Darren suggests:
Word Press: Thousands of templates
Square Space: Much simpler. Costs more but effortless.

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Once your practice is done in the morning make a list of all the things you want to get done before you go to bed.

 

 

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Quotes

 

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My father, a farmer, once told me that animals can sense fear. Yoga students have a similar skill. They can sense a phony a mile away. If you are not authentic, they will sense it.

 

It is our light, not our darkness, that most frightens us. We are all meant to shine, as children do. As we let our own light shine, we are unconsciously giving other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.

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“Come to the edge” “We are afraid.” “Come to the edge.” They came, he pushed them, they flew.

 

“Yoga is like music, mathematics, art, or any other great tradition: you get out what you put into it. If better health & a smaller waistline are all you want, then the class across town will do just fine. And if you want to plumb the depths of Consciousness, understand the purpose of the universe, mitigate all material pain, attain spiritual bliss through self-realization, and have a personal rendezvous with God, you can get all that from Yoga too. But to cross that great ocean, prepare for a longer and more arduous voyage, perhaps decades in length. Arm yourself with good maps and plenty of supplies. And please: don’t try to redesign the ship. It was wrought by a much better hand than ours.” David Hughes

 

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

 

“People are often unreasonable, illogical, and self-centered; forgive them anyway. If you are kind, people may accuse you of selfish, ulterior motives; be kind anyway. If you are successful, you will win some false friends and some true enemies; succeed anyway. If you are honest and frank, people may cheat you; be honest and frank anyway. What you spend years building someone could destroy overnight; build anyway. If you find serenity and happiness, there may be jealousy; be happy anyway. The good you do today, people will often forget tomorrow; do good anyway. Give the world the best you have, and it may never be enough; give the world the best you’ve got anyway. You see, in the final analysis, it is between you and God; it was never between you and them anyway.” Mother Theresa.

 

“I do not accept your gift of anger, but if you allow me, I will teach you to meditate so that you can no longer be angry.” The Buddha