Teaching Private Yoga

“The most valuable resource that all teachers have is each other.
Without
collaboration our growth is limited to our own perspective”
- Robert John Meehan
CONTENTS
INTRODUCTION .................................................................................................................................. 1
A NOTE FROM MICHELLE............................................................................................................... 1
DISCLAIMER .................................................................................................................................... 1
RELEASING FEAR .............................................................................................................................. 2
MONEY & YOGA .............................................................................................................................. 2
WHY PRIVATE CLIENTS ..................................................................................................................... 3
BUILD A VIABLE INCOME................................................................................................................ 3
EARN MORE PER HOUR ................................................................. Error! Bookmark not defined.
BECOME A BETTER TEACHER ...................................................................................................... 3
CONSCIOUS BUSINESS DESIGN ...................................................................................................... 4
THINK LIKE A BUSINESS ................................................................................................................ 4
PEOPLE OVER PROFIT ................................................................................................................... 4
BUT…PROFIT ISN’T BAD ................................................................................................................ 5
BUSINESS PLAN ANATOMY .............................................................................................................. 6
WHAT IS A BUSINESS PLAN........................................................................................................... 6
SIGNATURE STORY ........................................................................................................................ 6
IDENTIFY YOUR NICHE................................................................................................................... 7
PICUTRE YOUR IDEAL CLIENT ...................................................................................................... 9
CONDUCT MARKET RESEARCH .................................................................................................. 11
FINANCIAL PLANNING ..................................................................................................................... 13
YOUR CURRENT SITUATION ....................................................................................................... 13
INFORMED ACTION ....................................................................................................................... 14
PRICING STRUCTURE ...................................................................................................................... 16
PACKAGE PRICING & CONSISTENCY ......................................................................................... 16
THE SINGLE SESSION QUESTION .............................................................................................. 17
VALUE PACKAGES ........................................................................................................................ 17
EXPIRATION DATES ...................................................................................................................... 18
PAYMENT PLANS .......................................................................................................................... 18
A WORD ON DISCOUNTS ............................................................................................................. 19
MINDFUL MARKETING ..................................................................................................................... 20
AUTHENTICITY ATTRACTS .......................................................................................................... 20
NICHE CLARITY & YOUR MARKETING MESSAGE ..................................................................... 21
TRY ACTIVE MARKETING ............................................................................................................. 22
ONLINE PRESENCE ...................................................................................................................... 22
1). WEBSITE: .............................................................................................................................. 23
2). EMAIL LIST: ........................................................................................................................... 23
3). SOCIAL MEDIA: ..................................................................................................................... 24
EXPAND YOUR REACH ................................................................................................................. 25
BRING IT ALL TOGETHER ............................................................................................................... 27
NAME & DESCRIPTION ................................................................................................................. 27
KARMA YOGA ................................................................................................................................ 28
FACILITATING SESSIONS ................................................................................................................ 29
CLASS LOCATIONS ....................................................................................................................... 29
CLASS TIMES................................................................................................................................. 29
COMPONENTS OF A PRIVATE SESSION .................................................................................... 30
CONSULTATION ......................................................................................................................... 30
ASSESMENT ............................................................................................................................... 30
PREPARTION ............................................................................................................................. 31
THE PRACTICE .......................................................................................................................... 31
PRE & POST SESSION CHECK-INS .......................................................................................... 32
POST SESSION NOTES ............................................................................................................. 32
POLICIES & LEGAL MATTERS ........................................................................................................ 33
POLICIES ........................................................................................................................................ 33
CANCELLATIONS ....................................................................................................................... 33
TARDINESS ................................................................................................................................ 33
PAYMENTS ................................................................................................................................. 33
LIABILITY WAIVER ......................................................................................................................... 34
LIABILTY INSURANCE ................................................................................................................... 34
INCOME TAXES ............................................................................................................................. 35
WRAP-UP ........................................................................................................................................... 36
CONGRATULATIONS!.................................................................................................................... 36
INTRODUCTION
A NOTE FROM MICHELLE

I'm thrilled our paths have crossed- because we're a lot alike, you and me. We're both trying to make
a living doing what we love.
As you probably know, this is no easy feat. When I left my job to pursue yoga, I couldn't think much
further than sharing the transformative practice with others. But, it didn't take long before I realized a
career in yoga wasn't all peace, love and Oms.
Doing something you love will bring out the drive and motivation to work hard, but that doesn't mean
you'll be successful at it. Ultimately, passion has to meet good business sense in order to create a
sustainable living doing what you love.
That's why I've written this guide for you- because I know how treacherous the waters of business
planning and self-promotion can be. I'm here to make it easier for you. Together we'll get past the
business side of things, so you can get busy living your dream, and loving your job.
All I ask from you is commitment to take action. Without action, I've merely provided you with
information. Without action, all you have is a dream floating around in your head.
"Knowledge is not power. Knowledge is only potential power. Action is power." Tony Robbins
DISCLAIMER
The information contained in this guide is for informational purposes only.
No part of this publication should be reproduced, transmitted, or sold in whole or in part in any form,
without the prior written consent of the author. All content within this guide is copyright protected and
should not be shared.
Users of this guide are advised to do their own due diligence when it comes to making business
decisions and all the information that has been provided should be independently verified by your
own qualified professionals. By reading this guide, you agree that myself and my business are not
responsible for the success, failure or damages to you or your business arising here from and relating
to any information presented in this guide.
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WWW.LOVETEACHINGYOGA.COM Page 1
RELEASING FEAR
MONEY & YOGA

Let us start by addressing the taboo around money and yoga. As individuals with different
upbringings and cultural backgrounds, we’ve all developed different relationships with money that
may include debt, abundance, love, fear, lack, or desire. Layer that with the opposing views and
attitudes towards money in the yoga world, and you’ll see why it’s no surprise many teachers struggle
to pay their bills.
But let’s face it, as a yoga teacher you are part of a multi-billion dollar industry that is rapidly growing.
As controversial as that may be, what it means for you is that you can actually have a piece of that
pie and earn yourself a sustainable living in the yoga profession.
What modern yoga teachers need to realize is that they are holding themselves back with confused
feelings and ideas around money and yoga. Go ahead and ditch those now. The idea that being
compensated for the remarkable service you provide is somehow wrong or selfish, is a craze of the
past.
The thing is, you’ve got to work to earn a living and to be able support yourself. Just because yoga is
rooted in compassion and the sharing of wisdom, doesn’t mean you shouldn’t accept monetary
compensation. Doctors, nurses, school teachers, psychologists, and firefighters are all
compassionate professions that provide great social benefit, but they also get paid to do so.
People are coming to you because they need your guidance and expertise, which you’ve invested a
lot of effort, time and money into gaining. You deserve to earn a sustainable income and the more
teachers are able to do so, the more people we can reach. Think of it like putting on your oxygen
mask before assisting others. If you don’t put your mask on first (i.e. earn a stable living to support
yourself), you won’t be there to help all those other people who need you. You’ll be unconscious (i.e.
will have to find another job that pays bills).
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WHY PRIVATE CLIENTS
BUILD A VIABLE INCOME

Too many teachers have come to depend on studios and gyms as a means to teach yoga and earn
an income. I’ll be honest with you. In my experience as a teacher and studio owner, it’s really tough to
create a viable income for yourself teaching public classes alone. Most studios don’t pay enough to
begin with, and attendance is often inconsistent and unpredictable. Plus, who wants to compete with
our friends and fellow teachers for those higher paying prime-time classes anyways?
If you truly desire to make a full time career out of teaching yoga, then building a thriving private
business is a must. Public classes will help you build a student base, but they will not pay the bills or
afford you health insurance.
EARN MORE PER HOUR

Plain and simple, you earn more per hour with private clients then you do in public classes. Consider
yourself lucky (or at least the exception) if you earn more than $60 per public class. Depending on the
going rate in your area and the quality of your service, you can charge between $75 and $200 per
private session.
MAKE A GREATER IMPACT

Private sessions give both student and teacher a more intimate view into the student’s practice.
Whether the student is starting a practice, deepening their practice or rehabilitating an injury, working
one on one creates an individualized yoga experience tailored specifically for your private client.
Consistency, tailored instruction, and personal attention are key ingredients in the recipe for
delivering transformation.
BECOME A BETTER TEACHER

You have a front row seat to witnessing the change that a consistent yoga practice creates. You’ll
gain clearer insight as to what is working, what isn’t and how you can improve. Instead of teaching
from a generalized group sequence, you’ll learn to teach from your student’s needs, strengths and
limitations- a skill that separates the greatest teachers from the mediocre.
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CONSCIOUS BUSINESS DESIGN
THINK LIKE A BUSINESS

As yoga teachers, we all face a similar problem. We are very passionate about the practice and we
want to share it with as many people as possible, but we have no clue how to reach them. Across the
board, we seem to lack general knowledge and training around business. And why should we? After
all, we’re yoga teachers, not business owners, right?
Well, that’s exactly the kind of thinking that’s getting us into trouble. The fact is, if you perform any
non-employee work (teaching as an independent contractor or teaching private clients not associated
with a studio) you are self-employed and conducting business according to the IRS. Meaning, it’s time
to start thinking and acting like that businesses we are. Not to mention, taking advantage of business
tax deductions!
Yes, it’ll take more effort, organization and self-motivation. But, the benefits are far greater, and it
doesn’t mean you have to trade in your leggings for a pant suit. This guide will walk you through the
process of crafting your business-savvy, heat-centered strategy to launch or elevate your very own
private yoga biz. Let’s dive in!
PEOPLE OVER PROFIT

There’s an ugly side to business that scares many yoga teachers away. We see businesses exploit
yoga for capital gain, and we don’t want any part of it. The problem is, such businesses are motivated
by increasing their bottom line, and not providing social benefit through the fruits of yoga.
However, the beautiful thing about business today is that businesses of all shapes and sizes are
learning to value people over profit. Take Toms Shoes, for example. Doing good is the heart and soul
of their business model, and making a profit comes as byproduct. These types of businesses are
popping up across all markets from yoga to food to fashion.
The thing is, when your business actions and decisions are fueled by creating value for the people
you serve, your business won’t suffer from greed, deception or aggression. As yoga teachers, being
of service is already what we do, so building a conscious business will come quite naturally once your
release your fear of the ugly. Focus on the people you serve. Keep their best intentions in mind and
the driving force behind your actions. Do that, and you will do doubt attract a tribe of raving fans.
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BUT…PROFIT ISN’T BAD
Socially conscious businesses like Toms Shoes, are experiencing wild success. They are thinking
with their hearts instead of their bottom lines. And yes, they are making a profit, but there’s no shame
in that. Turning a profit allows the company to give more, expand their reach and provide their
employees with one awesome place to work.
Toms is just one example of businesses that are making a profit, but leading with their heart. When
making decisions about your business, don’t forget what you do. We heal. We guide. And we bring
forth transformation. Let this work be the driving force behind your business and you’ll steer clear of
the dark side. Remember the oxygen mask analogy? Making a profit is the oxygen mask that enables
you to not only help others, but help yourself.
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BUSINESS PLAN ANATOMY
WHAT IS A BUSINESS PLAN

Your private yoga biz all starts with an actionable business plan. Remember the Tony Robbins quote
from earlier? “Action is power”.
A business plan tells the story of your business. It represents your current position, your vision, and
your plans for realizing that vision.
Like Pada Bandha, a business plan provides a stable foundation from which to build upon, and is
essential to teaching private yoga. If you can’t take the time to put the pieces together, then
you’ll never get to the big picture.
A private yoga business plan answers the following questions:
 What is your business idea or what is your existing business?

 What is your vision for this business?
 Who are your ideal clients and what motivates them to choose you?
 How will you reach clients to let them know about your business?
 How will you stand out from the crowd?
 What is your financial overview? How much will it cost you to run your business and how much
money will you make?
Typically, business plans begin by writing an executive summary (a business description). However,
I’ve found that putting together a detailed depiction like that can be really tough when you haven’t
figured out exactly what your business is going to be. Yeah, you know you want to teach private yoga,
but what will you specialize in, who will you teach and what’s your business name and message?
Instead, let’s start by connecting with your personal story.
SIGNATURE STORY
“Storytelling is the most powerful way to put ideas into the world today”. — Robert McKee
Stories delight, touch, teach, recall, inspire and motivate. They help us understand. They move us
and make us feel alive.
Your signature story is a key element to your branding and marketing. It’s part of what makes you
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stand out in the crowd. Your personal story is a powerful tool to connect emotionally with others.
When people can relate to your story, they’ll see themselves in it and feel empowered by your story to
take action. That act being a private session with you!
Reflecting on your personal story will help you tap into your inner guide and desire to teach. It’s a very
humbling exercise that can provide a light for you to follow if you aren’t sure what type of niche you’d
like to carve out for yourself.
So, get in touch with what brought you to yoga and what eventually lead you to teach. What
challenges or struggles did yoga help you overcome? How has it changed you? The secret here is
identifying a defining moment. Call it a moment of truth, a point in your story when the listener
realizes the power in your message and feels moved to take action in their life too.
For example, here’s part of my personal story:
In 2004 I stepped into my first yoga class and walked out thinking, huh…well that was strange.
Luckily for me, the practice kept calling my name and I found myself in downward facing dog time and
time again. A few years later, when my life became so busy I hardly recognized myself, yoga became
my saving grace. I was juggling a job, an internship, and I was in my senior year of college. My mind
was a mess and my body a wreck, but yoga gave me a chance to heal and think clearly. I was in love
from that moment on.
There you have it, a defining moment of overcoming stress. It doesn’t have to be glamorous or
traumatic, it just has to be real and reflective of the human experience.
These defining moments usually influence how we teach and what we become passionate about. In
my classes, I tend to focus a lot on safe alignment and how yoga can be healing and therapeutic.
Open your heart and get in touch with what’s inside. If it moves you, it’ll move others. Through
connection and transformation, your personal story paves the way to your successful private yoga
biz, so don’t take a shortcut.
IDENTIFY YOUR NICHE

Now that you’ve connected with your personal why, think about how that may shape your niche. For
example, a friend and fellow teacher who had a stroke at the age of 29 used yoga to regain
movement in the right side of her body. She now teaches yoga for stroke recovery patients at her
local hospital. Think about how you can use your passions and personal interests to find your
specialty and separate yourself from the pack.
Most new teachers take any teaching opportunity that comes their way in attempt to gain as much
experience as soon as possible. What they are essentially doing is promoting themselves as a jack-
of-all-trades, and often fall short due to a lack of experience. While I do agree with exposing yourself
to as much teaching experience as you can, it’s crucial to specialize in something when building a
private yoga biz. The idea is to create a brand or a position for yourself in the marketplace that people
can remember.
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Yoga is a crowded industry, but a niche makes you the big fish in a small pond. Whether you have
a niche already or you’re figuring it out, it’s essential to get extremely specific. As marketing expert
Derek Halpern puts it, “You have to drill down to exactly what you want to be known for and sum it up
in a few words”.
When you niche down, you become known as an expert and the go-to person in your community. It
brings clarity to your business strategy and liberates you from the confusion and guesswork of
trying to appeal to everyone. When everyone is your preferred audience, your message gets watered
down and the quality of your service and expertise diminishes.
In working with a niche, your marketing and networking efforts become more efficient and effective.
You’ll know what workshops, trainings, and conferences to attend. You’ll know exactly what to say
when someone asks about your work and your outreach becomes a breeze because you know you’re
audience so well.
When selecting a niche for your business, ask yourself the following questions:
 The students who give me the most positive feedback in my classes are________.
 Of all the people who could use my service, who am I most passionate about working with?
Who do I most identify with, understand and even sympathize with?
 What is their main concern and how can I help them?
 What do I love to talk about more than anything?
 What about yoga most excites me?
 What specialized training do I have and how can I use that to shape my niche?
 I’m already really good at _____.
 My students love _______ about me.
In crafting your niche, the formula is simple: Identify a Need + Develop a Solution = Your Niche.
Find out what their biggest pain/obstacle/challenge is, and come up with a way to help them resolve
it.
TIP:
Don’t try to master two or three niches at once (i.e. senior yoga, yoga for athletes and yoga for
children with autism). Gain experience in one and learn from your mistakes and your wins. Then
develop a second niche if that suits you. Get really good at one thing, and then expand. Think
about Nike, a company that produces just about every type of athletic shoe. They didn’t begin that
way, though. First, they carved out a niche for their brand by dominating the running shoe. Over
the years Nike has added to their repertoire niche by niche to what they are today.
Here are some niche examples:
 At home prenatal yoga for working moms-to-be

 Restorative yoga for CrossFit recovery
 Yoga and Ayurveda for digestive healing
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 Bikram Yoga for athletes
 Team building yoga for corporate retreats
 Yoga for men with athletic injuries
 Yoga and creative arts for at-risk teen girls
 Yoga to balance depression
 Yoga for seniors with hip replacements
 Strengthening yoga for ballet dancers with joint instability
A word of caution:
Choose a niche you are actually qualified to teach. That is, you have the technical knowledge to
skillfully address the needs of your niche. The idea is to become an expert in your niche, not a fake.
These days there are teacher trainings for almost every specialty, so acquire the related certifications,
conduct your own research and learn as much about your specialty as you can. Remember, the best
teachers never stop exploring their craft, and that’s what it takes to become an expert.
PICUTRE YOUR IDEAL CLIENT

Defining your ideal client, otherwise referred to as your target market, is the blueprint for your
marketing plan. It’s not only your ideal student, it’s also who is most likely to seek your service. This,
of course, relates directly to your niche audience, but gets much more specific.
In painting a picture of your ideal client, you’ll be able to:
 Get clear about what motivates them

 Describe their demographic and characteristics
 Evaluate current niche and market trends
Without this detailed portrait, your message won’t be heard by those who need to hear it and thus,
your marketing efforts will fall flat.
WHAT AN IDEAL CLIENT IS:
An ideal client is the person or generalized group of people with whom:
 You love to work closely with

 Will benefit most from your unique skill set and offering
 Will personally connect with you and your brand
Keep in mind: the profile of an ideal client should be based on observable characteristics, backed by
data and research.
WHAT AN IDEAL CLIENT IS NOT:
 A wish-list of you ideal BFF
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Contrary to some advice, don’t focus on your ideal client as being someone you would enjoy hanging
out with. When we do that, we risk projecting our own ego and what we think they need into our client
profile, instead of researching what their actual needs and characteristics are.
 A perfect person
When you paint the picture of your ideal client like a Stepford Wife, you sacrifice seeing them as a
whole person, with struggles, challenges, and imperfections. They won’t relate to your brand because
they won’t feel like you understand them.
A BAD EXAMPLE OF AN IDEAL CLIENT PROFILE:
My ideal client is a busy mom who is health conscious, but needs help keeping up with her yoga
practice, and has the income to pay for my services.
A GOOD EXAMPLE OF AN IDEAL CLIENT PROFILE:
My ideal client is a busy mom working in the tech industry of the Silicon Valley. Prior to having kids,
yoga was part of her active and healthy lifestyle, but these days, she struggles to find the time. When
she factors in the time it takes to drive to the studio, find parking, and arrive early with the time of the
class itself, it’s unfeasible to her.
But, she’s determined to find a solution. What she needs is a yoga teacher to come to her, saving her
precious time that she can spend with her family. The convenience of at-home yoga is well worth the
money, and she’s got the budget for it. She knows that when she takes care of herself, she’s better
adept to care for her kids, so she’s ready to commit to a regular practice.
That’s just one example, yours will likely look completely different. What’s essential though is
identifying what motivates your ideal client. In the above scenario, the ideal client is motivated by
her kids and being the best mom she can be. This is important to know so you can infuse that
motivation into your outreach, ensuring your effectiveness and ability to attract the right kind of
people.
Remember, this is a conscious business plan, and there are no marketing ploys involved. Identifying
your ideal client is about crafting your message in such a way that it can be heard by those who need
your help. It’s about fulfilling your dharma as a guide on the path transformation to the best of your
ability. The world needs you and people have to know how to find you.
TIP:
If you don’t know the ins and outs of your demographic yet, don’t panic. Figuring out who your
ideal clients are is a process that refines itself overtime. As you gain experience and dive deeper
into your niche, your ideal client becomes clearer. BUT, you have to start the process in order to
refine it. Begin with what you already know about your target audience and conduct market
research.
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CONDUCT MARKET RESEARCH
Market research is about getting to know your potential clients. This is helpful when creating your
niche, client profile and outreach plan. With market research, you’ll gain insight into your clients’
needs and desires, while gathering data that supports or disproves assumptions you may have made
about your ideal client.
In conducting market research, try these tips:
 Find the people that could be your clients and talk to them. Ask them about what they want
and need. What do they struggle with and what would be their perfect solution?
 Conduct surveys. If you already have a community, this can be as simple as sending an email
with a survey link from Survey Monkey. It can also be as informal as going to a common place
your ideal clients frequent and asking questions that will give you a better understanding of
who they are.
 Examine the media that your ideal clients read and listen to. What are the headlines, topics,
and advertisements focused on? Join a related Facebook group and read online forums, so
you can observe firsthand what your potential clients are discussing with one another.
 Check out and/or visit your competitors. This may be in person, or it may simply be visiting
their website. Get an idea for what is currently being offered, how they are doing it, and what
you can do better.
HELPFUL WEBSTIES FOR MARKET RESEARCH:
1). U.S. Census Bureau www.census.gov:
Use this resource to access info about people, businesses, geography, trade and much more.
2). Quick Facts http://quickfacts.census.gov:
This easy to use website provides fast access to a wide range of info about population on the state,
county or city level.
3). Statistics Canada www.statcan.gc.ca:
Provides data about Canada compiled by the Canadian government. Search a wide variety of
subjects, demographics, reports and articles.
4). The World Bank www.worldbank.org:
This international organization compiles data worldwide. It offers free data by topic or country,
contains links to online databases, and publishes its own economic reports.
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ACTION STEPS: BUSINESS PLAN ANATOMY REVIEW
1. Create your signature story
- Identify your defining moment
2. Identify your niche

- Formula: Recognize A Need + Develop A Solution = Your Niche
- Consider exploring what brought you to yoga
3. Paint a picture of your ideal client

- Figure out what motivate them to take action
- Be sure your characteristics are backed by data
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FINANCIAL PLANNING
Small Business Columnist Rhonda Abrams says, “People in business fall into two categories: those
who fear dealing with the numbers and those who are fascinated by them”.
“Take heart,” Rhonda says, “numbers are not magical, mysterious, or menacing. They merely reflect
the decisions you’ve made in planning and running your business.”
If you tend to shy away from dealing with your financial numbers, even in your personal life, you’ll
notice it’s easy to fall into financial trouble. Avoid those pitfalls by paying attention to your ongoing
financial situation with a simple financial plan.
YOUR CURRENT SITUATION

Take a look at any financial records you already have, such as bank statements, W2s, 1099s, 1040
Tax Returns and Income & Expense reports if you have an existing business.
Examine at least a few months to get an idea of what you earn on average and what you spend
(including personal and business expenses). With a program such as Excel, create an Income &
Expense spreadsheet. Include a column for income and a column for expenses. Add them up and
then get yourself an average over at least a few months time.
If want to save yourself time or aren’t familiar with creating spreadsheets, I’ve got just the thing for
you. With our Teaching Private Yoga Starter Kit, you’ll get a downloadable Income & Expense
template that’s easy to use with Excel.
TIP:
Keep your business income and expenses separate from your personal. You’ll want to know
exactly how much your business costs to operate without mixing in groceries. This is also helpful
when it comes to filing taxes.
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Once you’ve completed this exercise, you’ll have a clear picture of where you are in the
following three categories:
1). You have surplus
2). You are breaking even
3). You are experiencing a deficit
If you have a surplus, congratulations! You are already saving money and your private yoga biz will
help you save more and reach other financial goals. If you haven’t already, arrange for your surplus to
be transferred automatically into a business savings account.
If you are breaking even each month, then your private yoga biz will help you elevate into the green
zone where you can start paying yourself and saving money.
If you are experiencing a deficit each month, then you are spending more than you earn and are likely
to be racking up credit card debt. Depending on the size of your deficit, some serious changes and
financial planning is what you need, maybe even professional help. But don’t worry. With
determination people come back from copious amounts of debt and your private yoga biz will help
you. In fact, it’s essential to turning your money frown upside down.
INFORMED ACTION
Once you have a synopsis of your current financial situation, begin to think about your objectives.
Write up list and don’t be shy. Be honest with yourself. Include all your objectives and the associated
costs whether it’s keeping a roof over your head, climbing out of debt, saving for a rainy day or going
on vacation.
Now it’s time to take action. Simply thinking about or listing your objectives will not result in their
fruition alone. You have to take action. Add up the total so you can figure out exactly what you need
to earn to reach those objectives. How many private clients will you need to teach per week and how
much will you need to charge? Set monthly goals and write out a detailed plan of exactly how you see
yourself getting there. Don’t forget to include expenses.
Then, most importantly, hold yourself accountable and follow up with your progress monthly, if not
biweekly (or even weekly). If you aren’t reaching your goals, ask yourself why not and what changes
might need to be made.
TIP:
If you’re just getting started, your expenses may be assumptions (projections), but try to be as
accurate as possible at this point. If you already have an existing private client business, you may
have some records to work with. Otherwise, create your income and expense sheet; fill in what
you can, and with time it will fill out as you build your business.
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ACTION STEPS: FINANCIAL PLANNING REVIEW
1. Evaluate your current financial situation
- Create a spreadsheet
2. Make a list of your financial objectives

- Set monthly goals
- Map out how you’ll reach those goals
3. Hold yourself accountable

- Check-in with your progress bi-weekly
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PRICING STRUCTURE
Coming up with a fair pricing structure can be one of the hardest parts about starting a private yoga
business for many teachers. Just coming up with the actual numbers is challenging enough for some,
but what most teachers don’t understand, even the seasoned vets, is how the structure of their pricing
impacts their schedule, consistency, commitment and perceived value of their service. This section
will show you just how much of a role pricing plays in your success as a private teacher.
PACKAGE PRICING & CONSISTENCY

Let’s start with packages. Most teachers have some form of a package for private sessions. A
common pricing structure involves an incentive to buy more and looks something like this:
 Single (1 hour) session $95

 Pack of 3 (1 hour) sessions $255 ($85 each)
 Pack of 6 (1 hour) sessions $450 ($75 each)
What’s great about a package such as this is that the student has incentive to buy more upfront
because the price per session decreases as they move up the scale. It shows commitment. They are
ready to invest in you, their practice, and their health.
A student who buys a single session at a time isn’t ready to commit, which is generally why they won’t
buy a package (even with the savings they’ll receive). They aren’t sure if they can find the time and
money, if it will be worth their while, and they generally lack motivation.
Packages equal commitment and consistency. Students who are committed or willing to commit
are the best type of clients for a private yoga business. Consistency with your students creates
consistency not only in their progress, but in your schedule and income.
A consistent yoga practice offers the greatest opportunity for transformation. You want your student to
reach their goals, but you and I know, that doesn’t happen overnight. The more consistent a student
is with their private sessions, the greater the impact you and the practice of yoga will have on their
life.
Consistency in their schedule with you results in regularity in your work schedule. With your clients
purchasing packages and booking ahead, you know what to expect in your schedule week to week.
Knowing your schedule in advance allows you to plan your weeks and book new students with
confidence. With that kind of regularity, you also know what to expect from your income month to
month. With more consistency in your schedule and income, the easier it becomes to create your
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ideal schedule, optimize your time, make accurate financial projections, and achieve your goals.
THE SINGLE SESSION QUESTION

The next question becomes, do you even offer a single session? Some private yoga teachers don’t
offer a single session as a way to weed out the non-committers. To them, it’s a matter of time,
suitability, and business goals. Their ideal client is ready to commit, so they don’t want to waste time
filling their schedules with one-timers who won’t be there the following week.
It’s up to you, however, and depends on how you want to operate your business and reach your
goals. The benefit to offering a single session is that sometimes people just need to take you for a
test run. A single session can act as a trial session to see if student and teacher are suitable for one
another. This can be especially true for beginners.
If you decide to offer single sessions, consider offering it as in introductory, one-time only session.
That is, a student can only buy a single session once. After the first introduction class, they can only
purchase packages.
VALUE PACKAGES
There’s another type of package you can create within your pricing structure that I like to call Value
Packaging. This type of package is all about creating more value for your student, not just more
sessions.
Think about going to your local car wash. The pricing structure builds more value into each tier and
looks something like this:
 Basic Wash: $12 (includes: exterior wash and window cleaning)

 Full Service: $24 (includes: exterior wash, window cleaning, interior vacuum, and wax)
 The Works: $36 (includes: exterior wash, window cleaning, interior vacuum, wax, tire cleaning,
underbody flush, and air freshener)
With value packages, each pricing tier offers more value through additional services or
support.
For private yoga teachers, the added value usually comes in the form of:
 longer sessions
 support emails
 phone check-ins
 yoga equipment (mats, blocks, etc.)
 video/audio class downloads
 meditation downloads
 tailored sequences for the student’s home practice (can include printouts with asana
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descriptions)
 additional specialties & modalities (massage, nutrition consulting, Reiki, etc.)
I’ll give you an example:
Haley is a yoga teacher who is also a certified nutrition coach. She’s created her niche around
blending her two passions and is known for healing stress induced digestive problems with yoga.
Take a look at Haley’s packages:
1). Beginner Yogi (3 week series): Physical Assessment, Nutrition Assessment, 6 private yoga
sessions (60 minutes each), and Gaiam Eco Mat. $450
2). Inspired Yogi (4 week series): Physical Assessment, Nutrition Assessment, 8 private yoga
sessions (90 minutes each), 4 week meal plan, 2 At-Home Sequences designed for your goals, and 4
check-in phone calls. $600
3). Avid Yogi (5 week series): Physical Assessment, Nutrition Assessment, 10 private yoga sessions
(90 minutes each), 5 week meal plan, 3 At-Home Sequences designed for their goals, 3 audio
meditation downloads and 5 check-in phone calls. $850
EXPIRATION DATES
Be sure to include expiration dates. Otherwise, packages can be drawn out over months, even years.
You’ll have to decide for yourself based on the unique qualities of your niche and how you want to
operate. Generally, I give expiration dates that are 33%-50% longer in time than the indented time of
use. So, for a 6 session package designed for 3 weeks (2 classes per week), I would give the
sessions a 4 or 5 week expiration date. Example phrasing: When purchasing a package, all 6
sessions must be used within 5 weeks of the purchase date.
Remember the rules about consistency. You know you won’t be delivering the same results if your
student draws their sessions out over months due to your lenient expiration dates. Expiration dates
help keep them on track and your schedule predictable.
PAYMENT PLANS
People can’t always pay for packages upfront, so offering payment plans can be a huge benefit. On
the other hand, payment plans can be risky if they aren’t implemented with proper precaution.
Do not let payment plans extend beyond the time you and client are working together. For example, if
they purchased a three week package, do not let the installments span over 4 weeks. It can get
confusing if they continue to purchase packages.
Additionally, make sure they sign an agreement to your payment plan so they are held accountable
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and don’t bail on you half way through. PayPal even has a feature to let you set up recurring
payments directly through your website (find out how here).
A WORD ON DISCOUNTS
Working discounts into your pricing structure is a controversial topic. Numerous marketing
professionals say discounts are an effective strategy to get more clients. However, there are just as
many experts claiming discounts devalue your service and diminish loyalty. In my experience, I’ve
found discounts work in certain circumstances, and can be a hindrance in others. It really depends on
your teaching experience, niche, client base, and business goals.
I’ve seen many new teachers (myself included) get their first private clients by offering discounts to
their close community (friends, fellow yogis, colleagues, family, etc.). When people know you
personally, they know the discount isn’t a reflection of desperation or poor quality. However, those
could be the exact qualities a discount portrays to those who don’t know you.
While discounts can be a great way to gain experience, test new waters, and sway potential clients
on the fence, those clients are not likely to stick around. When deciding whether or not to offer
discounts, consider the following points:
 It’s very likely they aren’t ready to commit. Someone who isn’t willing to make a full price
financial investment probably isn’t ready to commit to being a long-term client with you. That’s
not good for consistency and predictability with your business goals.
 They’ll expect more discounts. If a client comes in at a low price, they’ll often expect that price
to continue (surprisingly even when they know it was a one-time offer). They’ll wait for your
next sale/discount, or they’ll move onto the next private yoga teacher offering cheap classes
(think of Groupon addicts).
 It sets the tone for your service. If you follow up a discounted $25 session with a $75 session
where nothing has changed except the sequence (i.e. no more value has been added to your
service), you may find your clients confused about why the full price is so much higher when
you’ve already set the tone for a $25 value.
ACTION STEPS: FINANCIAL PLANNING REVIEW

1. Form your pricing structure
- Packages create consistency
- Consider value packages
- Include expiration dates and payment plans
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MINDFUL MARKETING
Reaching new clients is one of the most challenging aspects of running a private yoga biz. Because
of our spiritual, humble and hippy-ish ways, the yoga teacher community as a whole tends to struggle
with marketing. Some even reject it entirely. But the thing is, if no one knows about you and your
service, how will they find you when they need your help?
Marketing, outreach and promotion are necessary components to a successful private yoga biz, but
they don’t have to be deceitful or aggressive. Your marketing efforts can be executed with
mindfulness and authenticity. Just follow these steps and principals:
1). Authenticity attracts
2). Niche clarity
3). Try active marketing
4). Establish an online presence
5). Expand your reach
AUTHENTICITY ATTRACTS
“Authenticity is a collection of choices that we have to make every day. It’s about the choice to show
up and be real. The choice to be honest. The choice to let our true selves be seen.” Brene Brown
Your mindful marketing plan starts with authenticity.
Social entrepreneur and founder of StartupCamp.com, Dale Partridge, explains “Authenticity is a

simple concept, really. It’s just living your message. Practicing what you preach. Being who you are.” I
couldn’t agree more, and have found Dale’s four steps to developing an authentic business so
insightful, I have to share them with you.
1). Discover your organizational personality. What are your unique talents? What do you value above
all else? Discover your identity and invest your marketing time and energy into what feels authentic to
you.
2). Resist the urge to be something else. Don’t do or be something just because it seems more
marketable. When we are honest and open, we instill loyalty and trust.
3). Help others become who they are. Be true to yourself while empowering your clients to be who
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they are. This should come naturally since it represents the essence of yoga.
4). Remain true to yourself, especially as you continue to innovate. As you develop and build your
brand/business, stay true to your values (those non-negotiable principals you built your business
upon) even while you evolve.
Keep these principals in mind, and you will do doubt attract your tribe.
NICHE CLARITY & YOUR MARKETING MESSAGE

Successful outreach requires a plan or strategy, which is inherently interwoven in your business plan.
Without actionable steps, all you have are ideas floating around in your head. If you haven’t read the
Business Plan Anatomy section, then please go back to it and draft your plan. It’s essential. Why you
ask? Because your business plan helps you get really clear and precise about what you offer and to
whom.
Effective marketing is all about knowing your audience.
 What’s important to them?

 What concerns them?
 Where and how do they spend their time?
 How can you serve them best?
If you don’t know who you are trying to reach, your marketing efforts will fall short. Remember, this
isn’t about being conniving or manipulative. Mindful marketing is about getting your message to the
ears that need to hear it. It’s a method of connecting with the people who need your service.
Once you’ve established a clear vision of who makes up your niche, you can then craft your
marketing message. Come up with a few common points of interest that answer the above questions.
The answers to those questions shape they way you will approach your market. Think of your
marketing message as the center point from which you will form the content on your marketing
materials.
TIP:
Your marketing message should be consistent across all materials and platforms- flyers, business
cards, social media posts, website, etc. This rule also applies to the look of such materials, i.e. the
font(s) and color scheme you choose. Stay consistent with your message and your look. That is
branding.
Post flyers where it makes sense i.e. where your ideal client spends time. Attend events they frequent
and pass out business cards. Build relationships with other businesses that work with your target
audience, then collaborate and cross-promote. Network, meet new people, and think outside the box.
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TRY ACTIVE MARKETING
Megan McDonough, marketing expert for the Kripalu Center and founder of Mindful Marketing
(www.beyondclasses.com), explains that many teachers take a passive approach to marketing.
“Yoga teachers market most often through posters or flyers, word-of-mouth marketing, and
advertising. These are passive ways of marketing. It feels safe to hang up a flyer and walk away.
There’s no rejection.”
Instead, McDonough suggests that teachers try active marketing “Such as the simple act of talking to
people. Active marketing feels more threatening because you directly face the possibility of rejection.
Someone could say, ‘No, I’m not interested in doing it.’ Yet just like in a yoga pose, that edge is
where change happens.”
Networking is one of the best strategies for active marketing. Find local events and new opportunities
to connect with folks in your community, especially related to your niche.
For example, if you’d like to break into workplace/corporate yoga, check out your local chamber of
commerce for all sorts of business events where you can meet people who own, manage and work at
businesses in your area. The key to getting corporate yoga gigs is having a direct inside referral, so
get out there and meet new people.
ONLINE PRESENCE
It’s 2016 guys! If you don’t have a website, it’s time to get one. As private yoga teachers, we can’t rely
on studios as our primary source of promotion and outreach. We’ve got to be proactive not only with
active marketing, but with our presence online. If you really want to reach people, you have to be
where they already spend time…like the internet!
Whether you are finding a new studio, researching a product you wish to buy, or looking for an old
friend, the first place people go is the internet. The same is true for private yoga instruction. These
days, flyers and personal referrals will only take potential clients so far on the path to booking. After
coming in contact with your flyer, their next step would be to look you up online, i.e. find your website.
If your site makes a good impression, then they’ll contact you to book a session. A strong website has
the power to convert a potential client into a booked client.
Another reason to grow your online presence is its cheap marketing. Magazine ads, printed flyers,
TV or radio commercials, and YouTube advertisements are really expensive. On the contrary, social
media is virtually free, unless you choose to pay for advertisements (which are generally still cheaper
by comparison).
Now, there are various ways to develop your online presence and the first thing to know is that you
don’t have to be everywhere. Teachers get very overwhelmed by the idea of establishing a website,
newsletter, Facebook profile, Twitter handle, Pinterest board, YouTube channel, Instagram account
etc. Phew, that’s a lot of places to be. Nevertheless, you do have to choose a few.
I advise teachers to start with 3 platforms- a website, a newsletter, and a social media account of your
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choosing (Facebook, Instagram, LinkedIn, etc.). Let’s talk first about your website.
1). WEBSITE:
Think of your website as your personal corner of the internet to build your community and attract
clients 24/7. It’s a place where people can:
 find you
 get to know you
 learn about your service and the benefits
 contact you
 purchase and book sessions
Rest assured, websites are cheap and easy to create nowadays. A simple Google search will reveal
loads of options to develop and host your site without needing to hire an expensive web designer.
These are two of my favorite website platforms:
1). Weebly
If you don’t know where to start and often find yourself saying “I’m not very tech-savvy” I highly
recommend Weebly because it’s an all-in-one platform. With Weebly you can design your site and
host it with the same provider. The setup process is simple, it’s very user-friendly and it’s cheap. It’s
perfect for the newbie, but naturally a bit limiting for someone looking for something more robust,
which brings me to Wordpress.
2). Wordpress
Wordpress is my suggestion if you want more customization, intricate tools and all the bells and
whistles. There are paid themes, but they also have free options too! The catch however, is that you
only use Wordpress to design your site and you’ll need to use another provider to host it (like
BlueHost), which adds to the complexity of your site set-up and this is where the cost comes in.
Now, before you get all tied up in color schemes and photos, the most critical component of your site
is content. Without quality content that serves a purpose, your website can easily become cluttered
with junk and gibberish. Each page on your site should have one specific goal or intention. Think
about what action you want a visitor to take (i.e. signup for your newsletter) or what knowledge to you
want them to gain on each page (i.e. learn about your pricing packages).
Take your home page for example. Your home page should be inviting, simple and clean. It should
give a brief introduction or welcome message to your site, but its main purpose should be to grow
your community (aka build your email list). Let’s explore this further.
2). EMAIL LIST:

Communication is everything in business and well, relationships in general. The purpose of your
email list is to communicate with your community while simultaneously growing it. Yes, before and
after class are great times to chat with your students and build relationships. But, building a thriving
private yoga biz requires more than that.
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Research shows it takes 5-10 impressions or interactions with you before a person decides to buy
(i.e. actually book a session). This means the majority of first time visitors to your site are not ready to
book with you. Thus, if you don’t have a way to stay in touch with them, you’ll pass up tons of
potential clients. Your email list is way to ensure you’ll have the opportunity to make the impressions
that will eventually convert into booked clients.
Take the advice of Justin and Karen, founders of Yoga Journal’s Business Of Yoga, “Building an
email list is a yoga teacher’s most valuable business asset” (see full article here).
Your email list is a communication line that can motivate your students, inform them of class themes
or series, keep them updated with your current schedule of offerings (public classes, workshops etc.),
notify students of special offers and much more. Don’t forget, people voluntarily sign up for your email
list because they want to hear from you. It isn’t spam. It’s communication, so don’t be shy.
So, how do you create an email signup for your website? You’ll need to setup an account with an
email marketing service provider.
Mailchimp is free for your first 1,000 subscribers and is really easy to use. They will have pre-
designed, yet customizable signup forms that you can easily embed into your site. As does Aweber-
another great provider I highly recommend. Include your signup forms on your most visited pages
(usually your home page and about page).
Don’t forget about those in-person opportunities to capture emails, either. Bring a notebook with you
to every class, workshop, training, event etc. and personally invite people to join.
TIP:
The first key component to building an email list is incentivizing people with a free gift in return
for signing up. It should be in digital form and will be automatically delivered to the subscriber
through your email list auto-responder. When you set up your email list signup form through your
email marketing provider, you’ll be prompted to create a welcome or thank you email that will
automatically be sent after someone subscribes. This is where you’ll include a link for your
subscriber to download your gift. You’ll want to upload the gift itself to your website prior and copy
that link.
Be creative when coming up with your free gift and explore your entire skill set. Also, consider your
niche and what may appeal to them. Some examples are: your guide to healthy living, a guided
meditation download, a 15 minute yoga video to calm the mind, a dosha quiz, etc.
3). SOCIAL MEDIA:

In my opinion, this one isn’t as essential as your email signup, but is still extremely helpful if you are
willing to give it a little time.
Social media gives you another opportunity to make impressions and communicate with your
community. You can do some of the same things as your email, like motivate students with
encouraging posts and supportive articles, and update them with your schedule. The big advantage
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here is that these free platforms also offer the opportunity for your students to engage and interact
with you, as well as other students.
In a Yoga Journal article by Sage Rountree, Holly Brewer, marketing and communications manager
at CorePower Yoga in Denver, explains, “Social networking is a natural extension of this
connectedness and community. Twitter, Facebook, blogs, and YouTube all represent niche
communities of yoga students. By engaging in the conversations within these communities
authentically we have more outlets to build relationships and awareness about yoga”.
I recommend that you start with one social channel- YouTube, Twitter, Facebook, Instagram, etc.
Choose one that resonates with you, and learn the ins and outs of the network really well. Then, if
you find that you’re ready to add another, choose your next platform and repeat.
For an example of how to use social media to grow your community, check out our blog Grow Your
Tribe With Instagram.
EXPAND YOUR REACH

Expand your reach by taking your web presence to the next level with directories, discussion groups,
meet-ups and more.
Listing sites and directories give you exposure while boosting your website’s SEO ranking (search
engine optimization). Such directories include
 the Yoga Alliance registry

 YogaTrail
 YogaFinder.com
 Yoga.com
 and even LinkedIn
Discussion groups are also helpful in boosting your SEO and building your following. Facebook, for
example, has hundreds of yoga groups you can easily explore using the search box. Simply put, the
more you engage online, the higher your page will rank with search engines and the more traffic you’ll
have on your site.
You can also host public meet-ups through your own promotion and personal contacts or you can
utilize websites such as Meetup.com and Craigslist.com to expand your horizon. Meet-ups are a
great way to gain exposure, meet potential clients, and generate leads for referrals, partnerships and
corporate gigs. Meet-ups can be information sessions, intro classes, themed classes, and more.
However, remember to focus on your niche and target market group to optimize your efforts.
LinkedIn is the best site for business-to-business networking. This powerful platform allows you to
browse open teaching positions, but is much more than just an online resume. With LinkedIn you can
increase your contacts and find prospective clients, whether individual private clients or
business/corporate clients. If there’s a person or company you want to do business with, a simple
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search on LinkedIn will reveal that you are likely only a few connections away.
With LinkedIn you can easily share content with your community, such as blog posts, events, articles
and reading lists. It’s also a great way to interact with your community, build your credibility, and
establish yourself as an expert. It even has a function called LinkedIn Polls that allows you to collect
and conduct market research on your niche. For more information about how to leverage this
platform, a simple Google search will bring up a plethora of helpful articles, such as How To Use
LinkedIn As A Marketing Tool.
ACTION STEPS: MINDFUL MARKETING REVIEW

1. Craft your marketing message
- Get really clear and precise about what you offer and to whom
2. Utilize active marketing

- Get comfortable asking people directly
- Go to networking events
3. Develop your online presence

- Build a website
- Start an email list
- Join a social media channel
4. Expand your reach

- Hold meetups
- Join discussion groups
- Make use of LinkedIn
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BRING IT ALL TOGETHER
NAME & DESCRIPTION

Take a break. Breathe deeply and let out a big sigh of relief. Much of the business talk is over. You’ve
laid a solid foundation and now it’s time to awaken your sacral chakra and get creative.
You’ve unearthed your desires to teach, melded your passions into a specialty niche and mapped out
a path to get there. Now, mix those components together into an all encompassing vision for your
business. Write up a description that summarizes your business in about a paragraph or two.
With your vision in mind and intention at heart, come up with your business name if you haven’t
already. Your super sweet yoga biz name can include your personal name and/or your niche, or
something more of a branded name like Love Teaching Yoga. Love Teaching Yoga speaks to our
niche (yoga teachers) and expresses what we’re about, loving our jobs! Whatever you choose,
consider how your name relates to your goals and how clearly it expresses what your business is
about or does.
You can also use a motto or slogan to help you brand your business and describe what you do. For
example, Karen Fabien is the founder of Bare Bones Yoga and her slogan is “Keeping yoga simple”.
TIP:
If you really want to brand yourself, your business name may be your actual name or include it.
Take Walt and Baron Baptise. They used their last name to found Baptise Yoga. Or Kathryn Budig,
who simply uses her name as her brand.
On the other hand, consider how that may limit you from having a scalable business if that’s the
direction you wish to go. Baptise Yoga is not so much about Baron and Walt or their public
persona. It’s a branded style of yoga all its own, with teachers all over the world trained and
teaching that particular style. It’s scalable.
Kathryn Budig however, would have a hard time hiring teachers to teacher under her because she
literally is her brand. If you build your brand solely on yourself, you’ll likely have to do some
rebranding when it comes time to scale and hire other instructors to work for you.
Have fun with this part. Explore, play, go inside and be creative. Don’t sweat it too much. You can test
out your ideas, refine them as you build your business, and even change it completely if need be.
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Then bring it all together into a master business plan. Include your financial and marketing plans. Fill
in any blanks, add in any extras, and put everything into one document. Again, running a private yoga
biz takes time and effort, but your business plan is not a place to skimp. You’ve got to not only
visualize the success you seek, but map out how you will get there. Sure, the path will veer here and
there, but without a map at all, you won’t know where to turn or where you’ve been.
KARMA YOGA
Karma yoga reminds us to think of and serve others, especially those who are limited in their own
ability to help themselves. Going back to the example of Toms Shoes, people are attracted to the
brand because they know that when they buy a pair of Toms they are giving a pair of shoes to
someone in need.
You can build some karma yoga into your business plan as well. Say, for every ten private sessions
you teach, you teach a group class for free at your local senior center. Or for every package you sell,
you donate 10% towards a local Seva project or some type of yoga nonprofit. It’s a situation where
everybody wins. Your clients win by doing good for others when they do good for themselves, the
recipients of your contributions win, and you win by giving your business a boost of doing good.
ACTION STEPS: BRING IT ALL TOGETHER REVIEW

1. Come up with your super sweet business name
2. Write your business description/executive summary
3. Consolidate all your plans into one master business plan
4. Add in some good karma
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FACILITATING SESSIONS
Before your first client even calls you, it’s critical that you’ve locked down logistics as simple as where
you will actually hold classes to more complex issues such as facilitating sessions. In this section
we’ll cover those exact topics and more.
CLASS LOCATIONS
Think about where you will offer private sessions and establish the options you will give clients. Do
you have a suitable place in your own home or will you only hold sessions in the homes of your
clients? If you offer both, how much more will you charge to travel to the client? If a client asks for a
public place, do you have a few options ready such as a park, studio or community center? Keep in
mind, public places usually require prior arrangement and set-up, so do your best to be prepared. For
example, find a studio that rents its space for private instruction. Factor in the rental fee and
determine what you will charge a client. Submit any required paperwork and familiarize yourself with
their general timeslots for studio rental. Be professional and establish all of this before you even book
your first client, so that you aren’t fumbling for options when the time comes.
CLASS TIMES
Compare your ideal schedule with the most common availability of your niche client, and then come
up with a time-table for which you will offer private classes. Even if you are available seven days a
week, if you don’t establish some boundaries, that’s exactly what you can end up working (seven
days a week). For example, your availability could be: Monday, Wednesday and Friday evenings with
Tuesday and Thursday mornings. Reflect on your business plan, what it will take for you to achieve
your goals and determine how many days you will need to work, classes you will need to teach and
what your availability will be. These details will help you maximize your time so that you have a
sustainable schedule with freedom built in.
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TIP:
When it comes to scheduling, people respond best with specific options (this I learned from years
as a medical office receptionist). When a client contacts you to schedule, give them a few specific
options. For example, instead of saying you’re available any morning that week (even if you are),
start with two options (i.e. Tuesday or Thursday). Then give two time options (9:00am or 11:00am).
You may be surprised how easily people will just pick one and you avoid a lot of back and forth. An
additional benefit is that you’ll also appear professional, busy, and in high demand.
COMPONENTS OF A PRIVATE SESSION
CONSULTATION
Prior to scheduling your first private session with a client, it’s best to conduct a consultation. During
this time your objective is to evaluate if you are a good fit for the student and the student is a good fit
for you. Consultations can be in-person, over the phone or on Skype. Important points of interest and
topics to discuss include:
 What are the client’s needs and goals? Why have they come to you and what are they hoping
to achieve?
 Will this client be a short-term or long-term client? For example, some clients seek private
instruction as means to transition into public classes. This is definitely something you’ll want to
know before deciding whether or not to work with a particular client.
 What is the client’s prior experience with yoga? How long have they been practicing? What
style do they enjoy most?
 Does this client have any special conditions or injuries? What are their symptoms and when
did they begin? Are you equipped to handle this condition and can you honestly help this
person?
 What are they currently doing to treat or manage this condition? Any medications or
supplements?
 What type of lifestyle does this client have? What are their hobbies, what do they eat, and what
do they do for work? These things are important as they likely contribute to the current physical
and mental condition of the client and will help you plan a course of action.
 How committed are they to this path? Are the unsure, skeptical, confident, or ready to start?
 How will the client pay for sessions? Discuss pricing and payment options.
 Inform your client about your policies (see page 33 for more about policies)
ASSESMENT
Assessments are incredible tools that aren’t used as often as they should be. First off, assessments
create more value to the client. An assessment shows that you are professional, thorough and willing
to go above and beyond. Second, assessments give you a deeper look into your client’s physical and
mental state. In an assessment you’ll begin to see a client’s imbalances and tendencies, giving you a
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better understanding of how to help them.
During an assessment, you’ll want to look at their musculoskeletal imbalances, posture and related
habits, current degree of flexibility in various parts of the body, range of motion, etc. In addition, take
note of their age, sex, special conditions, injuries, and goals.
You’ll want to document this by writing down notes or filling out an assessment form. To save you
time and headache, I’ve included a downloadable assessment form in our Teaching Private Yoga
Starter Kit. Along with a Questionnaire to help you assess how their lifestyle is impacting their current
health condition.
PREPARTION
You never want to show up to a private session without a game plan. Reflecting on the consultation
and assessment, you’ll want to come up with a course of action to help your client progress towards
their goals. This includes how many sessions they will need each week, as well as your plan for
sequencing. Also, consider your niche and include any other specialties such as massage or
nutritional counseling. Then, share this plan of action with your client and make sure they are
comfortable with it. This step helps strengthen your client’s commitment to working with you, while
demonstrating your professionalism and commitment to them.
Be sure to remind yourself, as well as your client, that although you’ve prepared a game plan, you
never know what will happen once you dive into the practice together. You might find your client
needs something different than what you thought, that progress moves slower than you anticipated or
other such variables may arise. This will inevitably happen, so when it does, don’t think of it as failure
or setback. Learning to work privately is a process that takes time and patience. Just like the practice
of yoga itself. It’s all a learning process.
The same goes for each individual session. You never want to show up to a private session without a
general plan, but as it always goes with teaching yoga, be prepared to throw it out the window. Set
your ego aside, teach from what you see is happening, and adapt your sequence as needed.
THE PRACTICE
Teaching a private session is much different than teaching a public class in many ways. The most
noticeable difference is the customization of the sequence itself. In a public class, student needs and
goals are generalized and the teacher casts a wide net to accommodate the diversity of the entire
class. In a private session, the net becomes very specific and focused on the individual goals of one
student. The sequence is no longer generalized and your teaching skills are put to the test.
In public classes, teachers tend to depend on a broad set of cues for each asana. In a private
session, your client will benefit much more if you are able to translate those broad cues into very
specific cues based on what you are actually seeing in your client’s unique body. This requires the
skill of teaching from what you see and not just what you know about asana. You need to be able to
address things as they show up in your client’s body and practice.
Looking back to the first private session I ever taught, I had no clue what I was doing. When our hour
was up, I was shocked that we had only gone through a third of what I planned. I wasn’t prepared for
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the session to be so much like a workshop, which is what frequently happens in private sessions.
You see, in a public class most of your feedback comes from visually observing your students and
verbal feedback is minimal and mostly nonexistence. In a private session, on the other hand, verbal
feedback is prevalent and opens the door to dynamic conversation. This can eat up time, but
becomes an essential element of adapting the practice based on the student’s response.
In sequencing for one individual, some things to consider while teaching that individual are:
 What are their lifestyle habits? What’s typical for their body? And how do things relate as they
move in yoga? For example, what does their habitual posture look like? Do they spend a large
part of their day sitting? What’s overused and what’s underused?
 While observing these behaviors and characteristics, figure out what they need to counteract
and bring balance back into their body.
 Know what is considered standard for an asana and how someone generally moves into one.
If your student is having trouble, investigate what’s interfering with a student’s inability to get
into an asana. What imbalances are present or postural limitations might be getting in the
way? And what modifications or variations can you offer? Based on what you are seeing, what
does this student’s body really need?
PRE & POST SESSION CHECK-INS

Regular check-ins with your client are important for deepening your relationship and initiating
conversation. Check-ins encourage the client to reflect on their practice (a vital element of the
practice) while giving you essential information about how the student is feeling.
A pre session check-in helps you identify what you need to focus on that day and what’s happened
since the last session. A post session check-in gives you the time to discuss questions and reflect on
the day’s progress. It also give you time to suggest any homework you feel will benefit your client
such as a video to watch or a sequence to practice on their own.
POST SESSION NOTES

I think it’s safe to assume that you’d like to serve your client to the best of your ability and optimize
your time together. If that’s true for you, then you won’t mind jotting down a few notes after each
session. Note taking provides a timeline of sorts which is highly beneficial for not only tracking
progress, but encouraging it. It reminds you of where you’ve been, what you’ve done and where you
are going. Here are a few things to consider when taking notes:
 What was the focus during that particular session? What did you work on?
 What was the peak asana(s)? Did you introduce any new asanas and what were they?
 Did the student make any noticeable progress with something specific? What was it?
 Was the student focused or distracted that day?
 Did the student find anything particularly challenging that day?
 Did you practice any pranayama or meditation? If so, what was it?
Guess what, our Teaching Private Yoga Starter Kit comes with a template all ready to go!
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POLICIES & LEGAL MATTERS
POLICIES
A policy is a statement of intent or system of principals to guide decisions. You’ll likely run into a
number of situations where it’s helpful to have such a system in place. Policies inform your client of
what outcomes they can expect in certain situations, and outline a protocol for you to follow.
Generally, policies take time and experience to develop as situations unique to your niche reveal
themselves. For example, if your niche involves children, you may need a policy regarding age
requirements. Or if you travel to the home of your clients, you may want to establish a service area
and include a travel fee for those outside that area.
Although this takes time,, it’s important to think about boundaries and set up a few foundational
policies. Once you have your policies established, bring them together into one document and have
each client sign it before you begin your work together.
CANCELLATIONS
A cancellation policy is probably one of the most important policies you’ll need to write because they
happen often. Life doesn’t always go as planned, nor do our days and sometimes people need to
cancel. Therefore, it’s necessary to think about how you will handle such a situation.
Most commonly, teachers set forth a 24-hour cancellation policy. That is, a client must contact you at
least 24 hours prior to the scheduled time. When enforcing such a policy, it’s imperative to consider
what your time is worth. With proper notice, could you have scheduled someone else or done
something productive with that time? What happens if some cancels while you are on your way there
or via an email that you haven’t checked yet?
Often, these are tricky situations to deal with, but a clearly stated policy will help. Consider what your
time is worth and how you’d like to handle cancellations. Decide if you will change a client full price,
half price or anything at all if they don’t provide you with 24-hours notice. Additionally, consider what
will happen if you need to cancel. What will your protocol be in that situation?
TARDINESS
A tardy policy directly relates to what your time is worth. If a client is 10 minutes late for a session, is it
your duty to stay 10 minutes past your scheduled time? And what if you’re late? What will your plan
be?
PAYMENTS
Payment policies can be complicated depending on the options you offer for collecting payments. To
ensure simplicity, streamline your accepted payment methods and establish clear boundaries about
when payment is expected. When using electronic methods of payment, don’t over-complicate things
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by accepting PayPal, Stripe, and Square. Instead, choose one. Based on your preference, establish
one option for when payment is due. For example, either require pre-payment for everyone or invoice
your clients weekly or monthly. Additionally, think about how you will handle refunds and include a
refund policy.
LIABILITY WAIVER
A Waiver of Liability, sometimes called a Release of Liability, is a legal form that acknowledges the
risks involved with yoga and attempts to remove you, the business, from liability in an incident of
injury. You should have each and every student you teach privately sign your waiver form before you
begin the first session.
Enforceability of such a form depends on state law, a jury and the language of the waiver, thus it’s
highly recommended that you consult with a local attorney to draft your waiver around your local
regulation. If you cannot afford to pay an attorney, seek out your local SBA (Small Business
Association) and find out if your city has a community program that offers free or low cost legal
counseling. You can also find a fair amount of legal advice and sample documents online with a
simple Google search.
Keep in mind, liability for negligent and reckless teaching can never be waived. Your best protection
is to:
 Continuously educate yourself about risks, injuries and the biomechanics of yoga
 Use careful teaching practices
 Be honest with your students if you don’t know how to reasonably care for a special condition
 Arm yourself with sufficient liability insurance
TIP:
Your private yoga biz aside, if you teach at a studio (or gym for that matter), make sure the studio’s
waiver form specifically includes the teachers (because many do not). If you find yourself in this
situation, ask the studio to revise their waiver to incorporate teachers in the release.
LIABILTY INSURANCE
It’s unfortunate that we have to worry about lawsuits, but it’s important to understand that as a result
of being an independent contractor, we are sole proprietors. This means you are the business entity
and personally liable. Thus, your personal assets are the business assets and your home, car and
other such valuable properties can be taken as part of a legal award.
Insurance is crucial for any yoga teacher. Even if you teach at a studio, liability is likely shared.
Sufficient insurance will help protect you from paying out of pocket for damage claims in the event of
a lawsuit. Take it from attorney and yoga teacher, Gary Kissiah. In a Yoga Alliance article from 2014
Gary writes, “Yoga, a $7 billion industry in the United States, continues to grow each year and,
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consequently, so do the legal risks associated with teaching the practice or running a studio” (click for
full article).
A quality insurance policy will cover most styles of yoga and some bodywork. However, when
choosing a policy, Gary suggests, “One the most important sections of any policy describes what is
excluded from coverage by the policy. For example, acroyoga, aerial yoga, martial arts yoga,
massage and herbal supplements are excluded from coverage by many standard yoga insurance
policies. If your activities are excluded from coverage, you must contact the insurance company and
purchase an endorsement.”
INCOME TAXES
As independent contractors, yoga teachers are responsible for reporting and paying their own annual
income tax. We are viewed by the IRS as self-employed and we do not have taxes deducted from our
paychecks as employees do. In that light, we are also able to take business deductions from the
amount we owe, which can include teacher trainings and workshops.
The subject of taxes is such a lengthy and complex issue that it deserves its own time and focus.
Thus, I will not include anything more about it here. Instead, I will refer you to the eBook I’ve written
on the topic, The Yoga Teachers’ Guidebook To Income Taxes, which is included in the Teaching
Private Yoga Starter Kit.
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WRAP-UP
“Don’t struggle to be a better teacher then everybody else. Simply be a better teacher then you ever
thought you could be.” – Robert John Meehan
CONGRATULATIONS!
You made it through all the preparing and planning. I’m very proud of you and excited about what’s to
come. You’ve got the tools and the passion, now it’s time to take action.
Commit yourself to the path of teaching private yoga, and you’ll encounter limitless opportunities. As
you grow and your business takes shape, you’ll find it easier to step more fully into your purpose as a
teacher. As with everything in life, you’ll find a rhythm, a groove, a niche. Explore, innovate, and have
fun, but remember to reflect amidst the shifting rhythms of your journey. Consider the inevitable
challenges to be moments of development. Don’t give up. Keep breathing. And stay true to yourself.
Namaste.
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“One of the biggest roadblocks to our success is not lack of money and time, or lack
of technical know-how; the biggest road block to success is lack of commitment.
When we say YES to our future, and take steps towards building the life we want,
the universe responds tenfold.”
- Yoga Journal Business experts Karen Mozes and Justin Michael Williams
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“The most valuable resource that all teachers have is each other.

A NOTE FROM MICHELLE

MONEY & YOGA

BUILD A VIABLE INCOME

EARN MORE PER HOUR

MAKE A GREATER IMPACT

BECOME A BETTER TEACHER

THINK LIKE A BUSINESS

PEOPLE OVER PROFIT

WHAT IS A BUSINESS PLAN

A private yoga business plan answers the following questions:

 What is your business idea or what is your existing business?

For example, here’s part of my personal story:

IDENTIFY YOUR NICHE

Here are some niche examples:

 At home prenatal yoga for working moms-to-be

PICUTRE YOUR IDEAL CLIENT

In painting a picture of your ideal client, you’ll be able to:

 Get clear about what motivates them

WHAT AN IDEAL CLIENT IS:

An ideal client is the person or generalized group of people with whom:

 You love to work closely with

WHAT AN IDEAL CLIENT IS NOT:

 A wish-list of you ideal BFF

A BAD EXAMPLE OF AN IDEAL CLIENT PROFILE:

A GOOD EXAMPLE OF AN IDEAL CLIENT PROFILE:

In conducting market research, try these tips:

HELPFUL WEBSTIES FOR MARKET RESEARCH:

1). U.S. Census Bureau www.census.gov:

2). Quick Facts http://quickfacts.census.gov:

3). Statistics Canada www.statcan.gc.ca:

4). The World Bank www.worldbank.org:

2. Identify your niche

3. Paint a picture of your ideal client

YOUR CURRENT SITUATION

1). You have surplus

2). You are breaking even

3). You are experiencing a deficit

2. Make a list of your financial objectives

3. Hold yourself accountable

PACKAGE PRICING & CONSISTENCY

 Single (1 hour) session $95

THE SINGLE SESSION QUESTION

 Basic Wash: $12 (includes: exterior wash and window cleaning)

I’ll give you an example:

ACTION STEPS: FINANCIAL PLANNING REVIEW

1). Authenticity attracts

2). Niche clarity

3). Try active marketing

4). Establish an online presence

5). Expand your reach

Your mindful marketing plan starts with authenticity.

Social entrepreneur and founder of StartupCamp.com, Dale Partridge, explains “Authenticity is a

NICHE CLARITY & YOUR MARKETING MESSAGE

Effective marketing is all about knowing your audience.

 What’s important to them?

2). EMAIL LIST:

3). SOCIAL MEDIA:

EXPAND YOUR REACH

 the Yoga Alliance registry

ACTION STEPS: MINDFUL MARKETING REVIEW

2. Utilize active marketing

3. Develop your online presence

4. Expand your reach