how my yoga business changed when I stopped selling and started serving
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[vc_row][vc_column][vc_column_text]I always felt a bit (for lack of a better word) icky when selling a coaching session or online offering and then I read something that changed my whole relationship with “sales.”

“People don’t like to be sold, but they love to buy.”

Check in and see how that feels. I know when I first read that, I had an AHA moment that changed the way I connected with my students.

I remember the days when posting a single photo onto your Instagram feed with a yoga class announcement felt like it was enough (those were also the days of saturated orange filters – which, like those posts to your feed, are not going to do the trick).

I’m going to say something, you may or may not want to hear, but you need to hear it. Showing up and teaching is one thing. Continuing to serve and sell in a climate that continues to prove itself as unpredictable is necessary.

As yoga teachers, we have a responsibility to continue showing up for our students and communities. No matter how dark the times get, we are light-workers.

While what you are offering may not resonate with everyone, it doesn’t mean you should stop sharing your yoga message. It’s actually good news, because it means that you are attracting the right type of students who want what you have to offer, and you are sifting out the others who don’t.

It’s our jobs as yoga teachers to find students, who really need what we have, and nurture them, serve them and graciously sell our services. Your students need the knowledge and expertise that you have to share, and somehow, we have to continue showing up and tactfully sell this to them.

While over the past year our students’ spending habits may have changed (like no longer going into a studio to practice and rather practicing at home), we can’t just give up. As a yoga business owner, it’s your job to understand what’s going on so you can understand how to best serve.

Here’s what I did when I decided I wanted my students”buying experience” to be exactly that, an experience.


Right now, your students may be thriving or surviving, that’s how it is. If they’re thriving they are ready to continue growing and if they’re surviving, it’s likely they’re struggling to support themselves or even their families.

That’s the situation, and so as yoga teachers, who can help them move through their discomfort, we need to meet them where they’re at. Now is not the time to make them feel inadequate or as if they’re missing out, but to rather show them the possibility of what could happen if they incorporate yoga and mindfulness into their lives.

Ask yourself, what else you could offer to add some lightness and value to your student’s life? What are they desperate for right now? In what ways can you best support them through what you offer?

So many times we focus on getting our messaging right or even just getting a message out there. Right now, that’s not your students need. They need to see, read, watch and listen to content that meets them where they’re at.


It’s time to shift your strategy to serve more and sell less. Think about it, would you be inclined to buy from a yoga teacher that shows up on the Gram or in your inbox to say “COME TO MY CLASS?” all day err day? I imagine not. I imagine you would be more responsive to a teacher who was checking in, offering encouragement and sharing value (for FREE!). Someone who shares their journey and makes it relatable to their students. Once you’ve established that, then selling something that is helpful or practical is welcome, because you’ve created a strong foundation of trust.

While I’m no mathematician, what I have found that works for me is the 80/20 rule:

  • 80% FREE value 
  • 20% PAID offering

Here are some ways to give your yoga students extra value, while serving yourself at the same time:

  • Consider the benefits of a value exchange like an opt-in-freebie (you grow your email list and help them with a quick win).
  • Offering more payment plan options.
  • A short free class or meditation on IG Live that will increase your engagement and give them a sample of you as a teacher.
  • Use Instagram Reels to show how your yoga classes can solve the challenges your potential students are experiencing.

the seven day insta content calendar for yoga teachers

These were active steps that I took so I felt good talking about my business and not (for lack of a better word) yuck. These small steps have empowered me and enriched my connection with my students, and I hope you see these approaches as helpful ways to get creative and be more flexible with how you serve and deliver your messaging.

Whatever you must do to show up. Do it. Your students need what you have you to offer. When you operate with that intention, everything you do and create, will help you serve more.

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