Although yoga is now 'booming business', many people are unfortunately still excluded from this ancient 'practice'. Either due to lack of money (an average single yoga class in Amsterdam will cost you about 17 euros), unfamiliarity with yoga ('you have to be flexible') or because of socio-cultural boundaries ('yoga is a traditional Hindu practice', or 'yoga is for women'). Demographic research shows that yoga practitioners are predominantly female, white, of higher socioeconomic status, educated and middle-aged. *)
Looking at all the proven positive effects of yoga, this is remarkable. Yoga improves physical and mental health. Yoga increases (body) awareness making the yoga practice preventive and healing in case of illness and injury. Yoga leads to more connection and growth in personal leadership. As many people as possible should benefit from this, right?
Karma yoga
Many yoga studios train their students in the path of karma yoga: the yoga path of selfless action ('what goes around, comes around'). Deeply rooted in yoga philosophy, this is a beautiful path to yoga (connection). Many yoga teachers and studio owners integrate karma yoga into their own yoga practice. For example, by offering free yoga classes for the community (community yoga). These initiatives could partially solve the necessary social inclusion in yoga.
The sad thing, however, is that it is extremely difficult to make these initiatives sustainable (financially).
The 'platforms' determine the rules of the game
Due to developments within the industry, most studios are in bad shape financially. I'm not talking about the recent Covid-19 developments, although they have certainly made painfully clear how competitive infrastructure has become. No: platforms like OneFit, Classpass and Gympass set the "rules of the game. They offer studios a relatively low fee for each student who enters through a platform. In fact, the platforms 'parasitize' the existing infrastructure without offering content themselves. 'Customers' are satisfied because they are free to choose among the programs of many different studios. Platforms are satisfied because they see their income grow with relatively little effort. Initially, the influx of new participants seemed like an opportunity for the studios. By working with the platforms, they could reach a wider audience. An audience that might eventually take the step of joining the studio. However, this happens sparsely: the freedom to choose a specific studio, teacher or style at a specific time is exactly what attracts many people to the platforms. Although there is also a side note to this: more and more people are complaining of choice stress.
Who will draw the short straw?
So who draws the short straw? Yoga studios, their teachers and participants in free yoga classes for the community. Because when a studio ultimately has to choose between a free class or keeping its head above water financially, the choice is painful but also obvious. The same goes for individual yoga teachers. Many of them are sincere and inspired to provide karma yoga services to the community. But what happens when you have to choose between a paid job and your free community project? Keep in mind that an average yoga teacher in Amsterdam earns about 30 euros for a 60-90 minute class. This includes preparation time, travel time and expenses and handling time after the class. It is definitely time to question these rates critically. Or rather, the underlying business models that sustain these rates.
Thoughts on infrastructure
To engage more people in the positive effects of yoga, we need to create a (financial) infrastructure for yoga teachers providing their services to the community to make it sustainable (and financially sound). At YOOKE, we want to share the benefits of yoga as widely as possible. Therefore, we support outreaching yoga projects for the community. As part of the core of our business, not just a little "do good on the side. Our ambition is to structurally redistribute a portion of profits to outreaching programs. So that yoga teachers receive decent payment for their craftsmanship and the quality and impact of the programs can be improved and made sustainable.
Would you like to participate?
We are a social start-up and are building a collective of dedicated teachers. So, are you a yoga teacher with (ideas for) an outreaching program and want to participate at YOOKE? Get in touch: hello@studio108.wordpressvijver.nl.
