What You Need to Succeed

To open a thriving yoga studio, you need: a clear concept, a great location and solid market research.

Ask yourself:

• What type of yoga studio am I opening?
• Which styles will I offer: Vinyasa, Hatha, Yin, Kundalini, Iyengar or Hot Yoga?
• What are other studios offering nearby?

You don’t need a 50-page business plan unless you’re applying for a bank loan. Instead, create a concise 5-page plan covering:

1. Preparation
2. Concept & Market Research
3. Financial Planning
4. Location
5. Marketing & Sales

Preparation:

Before launching your own studio, gain experience by managing or working at a successful one. You’ll learn how to handle scheduling, teacher management, and operations, what real customer service looks like and which marketing and sales strategies work. You’ll also develop leadership skills and insights into what it takes to run a sustainable business.

Additionally, start teaching in the area where you plan to open. Rent a small space, promote your classes, and build your client base. This grassroots approach will help you enter the market with confidence and students already at your doorstep.

Financial Planning:

Every successful studio starts with a realistic budget. At a minimum, create a one-page financial plan outlining:

• Rent
• Salaries
• Marketing
• Revenue forecasts

If your rent is over €1,500/month, profitability becomes challenging unless you’re opening a hybrid space (e.g., café, massage, retail). Aim for €1,000/month or less if possible.

As the new owner, it will be impossible for you to teach all the yoga classes yourself — there simply won’t be enough time to teach and manage the business simultaneously. Take time to research skilled yoga instructors in the area, and consider hiring two or three teachers. A balanced team of both male and female instructors tends to attract a more diverse and loyal client base.

Multiple revenue streams are key. At my first studio, we offered hot yoga, physiotherapy, and later introduced Pilates reformer classes. We partnered with professionals who rented space or shared revenue not co-owners, but collaborators. This approach made the business viable.

Expect startup costs in the range of €20,000 to €150,000, depending on size and location. Keep a financial buffer for the first 12–18 months. Many studios don’t break even in their first year, so plan accordingly.

Location: Choose Wisely

Location is arguably the most important factor. Ask yourself:

• Is the space accessible by foot, car, and public transport?
• Is it street-level or tucked inside an office building?
• What’s the competition like in the area?

Don’t rush the process. Take your time to find a space with visibility and convenience.

Also, build a strong team. A reliable architect can advise on legal requirements and renovation costs. A local real estate agent can help negotiate rent and understand regional regulations.

In Spain, for example, it’s common for landlords to offer rent-free months during renovations or to agree to an escalating rental structure (e.g., €1,000 in year one, €1,200 in year two). Since the tenant typically pays the agent’s commission (often 15% of annual rent), use their expertise to negotiate favorable terms.

Do your due diligence and never rely solely on the landlord’s word. Talk to previous tenants and ask about potential issues (e.g., leaks, flooding, noise). I ignored this advice once and suffered five floods each requiring temporary closure. Learn from my mistake: avoid spaces with a history of structural issues.

Market Research & Concept:

Study your competitors. What are they charging? What styles, workshops, and trainings do they offer?

Then, define your strategy. Will you be the most affordable? Or the most specialized?

When I opened my Barcelona studio, it was the first non-Bikram hot vinyasa studio by the beach and over half the classes were in English. That niche made us stand out. Differentiation is everything.

Marketing & Sales:

Pricing is crucial. Research local market rates and position yourself accordingly. It’s easier to offer discounts than to raise prices later. My advice: set your prices high, then use promotional offers such as:

• “Back to School” campaigns
• “First Class €10 / Second Class Free”
• Summer or holiday specials

Keep pricing simple and intuitive:

• Single drop-in rate
• Unlimited weekly or monthly passes
• Discounts for long-term commitment (e.g., 15% off for a 6-month pass)

At launch, use third-party platforms like Classpass or Wellhub to fill classes and gain exposure. They take a commission, but help build momentum.

What’s in a Name? A Lot, Actually

Choosing the right name can take time. My second business took a year to name while the third came quickly after hiring a branding company. I highly recommend working with professionals like Chantal Jemmott Designs to translate your concept into a visual and verbal identity.

For example, our corporate silent retreat brand became Silent Focus, a name developed in under a month with the right creative team.

Tips for naming your yoga studio:

• Include “yoga” for better SEO
• Avoid using your personal name (e.g., “Yogalinda” was often misunderstood as being owned by someone named Linda)
• Choose something that feels timeless, professional, and clear

Once you’ve selected a potential name for your studio, conduct thorough research to ensure its availability. Use domain search engines and check major social media platforms such as Instagram to confirm that the name is not already in use. If the .com domain is unavailable or there is a competitor with a similar name, it’s advisable to continue your search until you find a unique and unclaimed option.

Establishing a professional website for your studio is essential. Investing in search engine optimization (SEO) through an experienced specialist will help increase your online visibility. As most clients book services online, integrating a clear and user-friendly scheduling and booking system is highly recommended. Platforms like Mindbody are widely used in the wellness and yoga industry and can also help attract new clients through their established networks.

Once your website is live, consider engaging a marketing intern to assist with writing blog content and managing your social media presence particularly on visually-driven platforms like Instagram. Consistent, high-quality content will support your brand and drive engagement.

Opening a yoga studio is a big step and not one to take lightly. Approximately 75% of new yoga studios fail in their first year. To beat the odds, you need a solid plan, strong market research, and a differentiated offering.

Focus on multiple revenue streams, smart budgeting, and building a loyal student base from day one. With the right foundation, your studio can thrive, not just survive.

By Heather Anderson