I'm a regular student from Pure in Hong Kong, they're simply the best over here, the studios are nice and big and lux, in a very reasonable price (lots of plans for customers to choose from!). I've been checking the yoga studios around Manhattan (cos' I come visit every year for 2 weeks and I want to do yoga.). But I've found the fees there are quite expensive. Anyway, you can check out www.pure-yoga.com, have an idea of what it is about.
Namaste!

Yes, I live in HK (from America though) and have loved practicing with Pure for nearly 2 years. They have very talented and friendly instructors who, despite huge classes of 40 students, really do try to know their students and always make time for questions after class. They work you hard though, so be ready!

Seems Pure is getting the point people out there in their frontal yoga assault on NYC. Here is an interpretation of what these two are really saying:
S = Said, M = Means

S - I'm a regular student from Pure in Hong Kong
M -I’m a lackey of Pure

S - They're simply the best over here,
M- There is no other yoga here in Honk Kong (ha-ha)

S - The studios are nice and big and lux
M - Only we rich folks can afford it. Damn, we are slick and big and you probably can’t afford us.

S - In a very reasonable price
M - If you have to ask, then check the exchange rate….

S - (lots of plans for customers to choose from!)
M - Booty-Yoga, Hooty-Yoga and something resembling Yoga, we love you!

S - I've been checking the yoga studios around Manhattan (cos' I come visit every year for 2 weeks and I want to do yoga.)
M- And a city that has some of the most studios in the Western Hemisphere, your problem is what?

S - But I've found the fees there are quite expensive.
M- Yoga to the People, $10 classes

S - Anyway, you can check out www.pure-yoga.com, have an idea of what it is about.
M - Obviously a paid lackey ( don’t forget to put the url in the message)

S - Namaste!
M - Whatever!
--

S - Yes, I live in HK
M- Okay, I’m the real thing

S - (from America though)
M - Just so you know I am not one of those Asians that you are uncomfortable with

S - And have loved practicing with Pure for nearly 2 years.
M – A testimonial.

S - They have very talented and friendly instructors who, despite huge classes of 40 students,
M - 40 students??? WTF. Are you nuts. Okay breathe, breathe.

S - Really do try to know their students and always make time for questions after class.
M - Try is the operative word in this claim

S - They work you hard though, so be ready!
M - Because we are going get you NYC.
--

I went to a couple of classes at Pure in Taipei last winter while I was attending a wedding. I am not a member or affiliated in any way. The drop in classes were quite expensive compared to what I'm used to in San Francisco, like $30/class vs $17. That said, I've found that most drop in prices in Asia to be that expensive (taken classes in Tokyo and Shanghai). The facilities were exceptional, very nice locker room and the studios were all proper yoga studios. The schedule was pretty amazing, 5 or more studios, classes going on all the time. They even have a class starting as late at 10pm. That's more of a function of the crazy hours people work out there. I took an advanced flow class (probably 2/3) and the instructor was really good, took time to explain the poses, etc. The class was very strong too, over half could do handstands w/o walls. Of course for me I used the wall. It had like 30 students in it and for the size it wasn't too crazy crowded b/c they also space the mats in advance. So I guess that's the benefit of online reservations. I don't mind a lot of people b/c here in SF I regularly go to ones with 85+ people and it is jammed! Lucky to get 2 inches on either
side. After the class one of the membership folks asked me about my interest in joining. No hard sell or anything but out of interest I asked about pricing. It was like $110/mo for unlimited. Seemed pretty reasonable to me if lived locally. Lastly, I noticed they bring a lot of famous teachers from the states over like the Jivamukti founders. As they're based in nyc, I wonder how they feel... I think they are very much in support of Pure's expansion. Well, I for one, wish Pure the best in nyc. I think more investment in yoga and opportunities for people to get interested is a great thing.
Namaste!
Steven

I've lived in HK for half a year and got myself a membership at Pure's - which turned out to be the best investment you could imagine. Being a bikram yoga student back in Amsterdam I first only attended the Hot classes. But the good thing about Pure is that they offer all kinds of classes for different levels of experience. I now live in NY and must say I still practice bikram a lot, just because i love the exercise but i must say i really find the poor facilities (carpet, smell, showers) at all bikram studios a huge con. And it still is pretty expensive. I paid $100 a month in HK for unlimited acces, compared to $180 for bikram here in NYC. So actually i'm looking forward to Pure opening a studio in manhattan and by doing so increasing yoga-standards. Although I'm curious to learn how they're going to structure their Hot classes as Bikram is currently in a legal fight with Pure in HK because of 'bikram copyright infringement.' I'm still amazed this guy thinks he owns the yoga... some competition might do him well... Go Pure, Go!!

I went to check out Pure in Causeway Bay (Hong Kong) last week and was most unimpressed by the high-pressure sales tactics that I didn't even want the complimentary class by the time I'd finished speaking with Apple Ho, the sales rep. Or, rather, she was done talking with me, as she made very clear by turning her back and walking away from me. I won't get into all the details here, but suffice it to say, I am looking forward to checking out a smaller studio this afternoon (one with drop-in fees), and if all seems well there, will send my private clients there when I'm traveling abroad.

Starting a New Studio? What You Should Know

I get dozens of emails each month from studio owners , teachers and people involved in some other aspect of yoga (about 5000 people are subscribed to this newsletter). I really do read every one, though unfortunately, I don't have the time to respond to them all (I wish I did). Instead, topics that come up often are often the basis for what I write here. This month, I had planned to write about who is supposed to do what when it comes to studio operations, but I felt guided in a different direction by the universe. I've gotten an unusual number of inquiries from people wanting to open a new studio. Some from partners, others from individuals, but all with the passion and excitement that comes from embarking on the dream of opening a new studio. As an aside, I do love to hear from readers. Email me and let me know what you would find useful to learn about.

Responding to inquiries like this is one of the hard parts of what I do. You see, I like to see people happy, and it is really fun to see them excited about creating a successful studio. So, here's the hard part. I've worked with numerous studios over the years and have a pretty good feel for what it takes to make a studio succeed. Unfortunately, many of the excited happy people who come to me for advice don't have some pretty critical pieces of what it will take in place AND they don't believe they need them (In a minute, I'll tell you what I usually share with them, but first the rest of the story).

“My studio will be different!” they say, then go on to explain why they don't need anything other than what they have. If they don't seem open, I usually don't have the heart to tell them that this is exactly what most of the other studio owners in their position who have ended up closing their doors for good once explained. Like I said, this is a hard part of my work. But on the bright side, a lot of them do listen with an open mind. And while they have to work extra and learn new stuff, they get through it and create a studio that really does grow and flourish. Don't get me wrong, it is hard work, but it does truly pay off.

So here is an inquiry I recently got. The email was from three teachers who were so passionate about yoga, they decided that they wanted to open their own studio to share their vision with the world in their own unique way. They talked about the styles of yoga they could teach, years of experience, who they each learned from and what classes their studio would offer.

“If you want to bake cookies, go home to your kitchen and bake.” This is what a wise friend and experienced bakery owner told a woman who loved baking so much she wanted to open her own bakery. You see, running a bakery (or yoga studio for that matter) has very little to do with the product or service you are offering. Most studio owners open a studio for the same reasons the three teachers I just mentioned did – To teach and practice yoga. A noble endeavor to be sure, but not nearly enough to open a studio.

A studio is just a business that happens to offer yoga classes as a service. It is not a collection of yoga classes that happens to need some business stuff going on in the background. If I've offended you with this remark, my apologies. Like I said, this is the hard part of what I do. It's so sad for me to pick up the phone and listen to a studio owner tell how she is $40,000 in debt and can't borrow any more money, and she doesn't think she can even pay rent this month. She goes on to tell how as she walks from her car to her studio each morning, that with every step her heart sinks and her throat tightens. What was once her dream now feels like a prison. She wants to know if I can help. I hear too many of these stories.

I would rather make someone mad and discouraged now than to see them go through this. And what's worse is that yoga is never the same for them after that. Their spark and passion is gone. The good news is, it doesn't have to be this way. If you know the right things, you are so much further along than if you don't.

What do I think it takes to run a successful studio? If you are willing to spend a lot of time doing financial management, marketing, sales, internet marketing, hiring (and firing), managing teachers and staff, calculating price structures, creating ongoing promotions, advertising, dealing with happy students and angry students, working long hours, doing janitorial work, filing papers and eventually marveling at the amazing studio you have created, then starting a studio might be for you. You may include “Teaching yoga” in the list, but it is not required – many successful studio owners teach only the classes they really like, and some none at all.

Over three-quarters of new studios will fail in less than three years. What you don't know can hurt you. It takes more than just passion and a vision to make a studio successful (though these qualities are essential too!) This reminds me of a teenager, who had recently learned to drive, going on a long trip across Nevada . You see, in Nevada , you can easily drive 100 miles without seeing another car, let alone passing a gas station. He's so excited about his first driving trip with a friend – he has been waiting all month and the day has finally arrived. He thinks he just needs to get in the car and go. His mother ask “How much gas do you have?” He says “a quarter tank.” She asks “How far can you go before you need to fill up again?” He says “I'm not sure…if I need gas, I'll stop.” She knows that if his car gets 20 miles to the gallon, the quarter tank he has (about 3 gallons) will get him 60 miles. He needs to go over 100 miles before another chance to fill up comes along.

Notice that he has all the passion in the world , but my guess is that his lack of information (how far a quarter tank of gas will go) is going to leave him stranded in the Mojave desert . The same is true in starting a studio. There are some fundamental things you need to do, like having enough money to operate for months or years before making a profit, or knowing a good deal about marketing and advertising.

Back to the three teachers who called me , I told them this. I also suggested they download the free "Top Ten Things to Consider When Starting a Yoga Studio" ( www.centeredbusiness.com/freestuff.htm ) guide from my website and read it, asking themselves how they have addressed each issue described. Next, I suggested they read a book called “The E-myth revisited” by Michael Gerber. And finally, I asked them to each write down why they wanted to open a yoga studio. If they just wanted to teach yoga, then they would probably be happier as teachers.

If you really want to open a studio, take one for a test-drive. Go to a studio that you like, AND which seems to be reasonably successful, and tell the owner you want to volunteer to help with the business side of things (no teaching yoga!) Deal with processing class cards, calling people who no longer come to the studio, coordinating and advertising promotional events, marketing, advertising and more marketing, dealing with student records and teacher schedules, and whatever else they let you do. Try this for 8-12 hours a week, for 3 months. Do it more often, if you can. Then decide if you want to start your own studio. If you do, then you have probably quadrupled your chances of success. If you can't make that kind of time investment, go through my “Home Study Yoga Studio Success Course” ( see right sidebar or www.centeredbusiness.com/homestudy.htm ) to get a good idea of what you'll need to do on the business side of things. (Or at the very least, get a book from the library on running a small business.) Just do something to get an understanding of what you will really be doing day to day if you open a studio.

I was going to give a list of specific items to consider when opening a studio, but I think I've gone on for long enough already. Honestly, I've covered most of them in the free downloads and the Home Study Studio Success Program. These are great resources regardless of whether you are starting a new studio or already have one open.

I want to see you happy and successful. I am sorry if I disturbed or upset anyone with this somewhat blunt article. However, if running a studio is right for you, then you can probably tell because you are feeling open and interested in learning about the things I've discussed. If this is the case for you, then welcome to the world of studio ownership. It's good to have you aboard. Keep in mind that even if a studio isn't right for you today, someday it might be. Whatever you do, don't give up on your dream!

Namasté,

Coach Al Lipper

P.S. Please let me know what you think of this newsletter. What other topics would you like to learn more about in the future?

About Coach Al:

Al Lipper is a master business coach, business teacher and writer. For free resources on running a yoga studio as a successful and fun business, visit www.CenteredBusiness.com.

I recently just signed up for a membership at Pure Yoga for $125 a month (that was an intro special). While the location won't open for another couple of weeks, I will tell you why I joined:

1) I get 5 days after the gym opens to decide if I want to keep my membership.

2) Regardless if people think Pure Yoga is too corporate, it's the best deal for me. New York yoga is expensive. Many of the less expensive places have schedules and locations that just don't work for me. I work full time and am also a student. Trust me, I've done my research. If the location wasn't such an inconvenience, I would go to Sivananda. They're really inexpensive with a great, pure and small atmosphere.

3) Yoga is what you make of it. If you can deal with a few Upper East Side folks being ridiculous, hey, that's great. I'm going to try to focus on my practice. I really hope the clientèle and instructors will have attitudes conducive to good yoga practice. After all, being bitter towards other practitioners or to a yoga studio just seems counterproductive.

3) I love Bikram yoga. I actually had a one month membership to the studio close to Pure prior to signing up with them. Unfortunately, Bikram costs me more money than I want to spend. If Pure Yoga is going to give Hot Yoga a try, why not see what they have to offer?

I think bashing them before they open is just bad news. (um, I really hope I won't be eating these words a month from now!) Yoga should be accessible to all. If Pure can do that for me, awesome. Equinox-run or not.

Yes, there are Bollywood and Hip-Hop classes that I would dare not take, but whatever, I just want my yoga.

If it ends up being the antithesis of the general idea of what we all feel a yoga place should be, don't worry, I'll be back and let you all know. :)