Yoga Studio Memberships to Increase Your Yoga Business

Yoga studio owners must make several business decisions. What type of yoga management software will you use? What does your class schedule look like? While these are important considerations, deciding to offer yoga studio memberships is one that can help you grow your business.

What are Yoga Studio Memberships?

A yoga studio membership provides students with access to several classes over time. They can be structured in several different ways, whether through unlimited classes or a class package. That said, all memberships have one thing in common. They allow students to return to your studio easily and, many times, encourage a regular yoga practice.

Business-Based Benefits of Offering a Membership to Yoga Students

Information presented at a Yoga Business Summit revealed that roughly half of first-time yogis never return after a single class. (1) This number can be reduced by offering a membership option. Give students a reason to come back and you can improve your retention rates. Promote the fact that they’ll receive greater health benefits by doing yoga regularly. Add that they can enjoy these benefits at a reduced class cost.

Generally, memberships offer yoga students classes at a lower rate than what they’d pay for a single class. But don’t reduced-rate classes negatively impact a yoga studio’s bottom line? Not at all. In fact, it’s just the opposite. Yes, you may be charging a reduced class rate; however, with a membership, you’re guaranteed revenue over time. This makes a membership financially beneficial to both yoga students and studios.

Ways to Structure Yoga Studio Memberships

There are several ways to structure membership to your yoga studio. Two basic options are to offer a membership based on a specific period of time or a specific number of classes.

Time-Based Yoga Studio Membership Options

One of the best time-based options for both you and your yoga students is an annual membership. This enables students access to unlimited yoga classes for 1 year. A benefit of having a longer membership is that it gives students time to receive the full benefits of a regular yoga practice. It also guarantees you revenue for the next twelve months.

Another option is to offer a monthly membership. With a monthly membership, the student has access to classes for the next 30 days. A 30-day pass gives them the opportunity to decide whether yoga is for them. It also allows them to discover the style of yoga they like best. 

Some prefer a monthly membership because it doesn’t commit them as long as a year-long unlimited membership. You can also offer both options, giving students the ability to choose the one that suits them best.

Class Pack Membership Options 

You can also structure your membership with class package options. You might offer a 10-class package and a 5-class package, for instance. 

A benefit of class packages is that students aren’t forced to use their passes within a certain timeframe. A lot of things can make it hard for them to get into your studio regularly. They might travel for work or find it difficult to get daycare. Offering a 10- or 5-class pass lets them show up when it is convenient for them.

Yoga Membership Pricing Considerations

How do you get students to purchase a membership? Price it in a way that they can’t refuse. This begins with considering how much you charge for your yoga classes. Reduce this rate for your memberships, enticing students to sign up. The longer the membership or the more sessions it covers, the greater the discount.

When pricing your memberships, also consider anything else that may be included, such as:

• Type of class access. Look beyond whether the membership includes limited or unlimited access to yoga classes. Is the student able to take both in-person and online classes? The more ways they have to take yoga with a membership, the more value the package provides.

• Additional access benefits. If you want to sweeten your membership more, include access to workshops and special events. Develop workshops around specific types of yoga, such as prenatal yoga, for example. Schedule meet-and-greets for all students with a membership. Workshop and event access can make membership more appealing to those for whom yoga is a lifestyle versus being just exercise.

• Other perks. Think of other perks you can add to make membership more appealing. One idea is mat rental. Every student needs a yoga mat for class. With a membership, they don’t have to bring their own or rent one at a cost. Instead, a mat is provided without worrying about paying an extra amount every time they show up. Or maybe you provide a free water bottle or other branded swag when people purchase a membership. These types of items can be purchased at a reduced cost but make your membership options so good the student can’t pass them up.

When Should You Offer a Yoga Membership Option?

You can offer a yoga membership at any time. However, since half of people never return after their first class, offering it as a new student special can turn this around.

Use a membership-based new student offer to get them excited about yoga and the benefits it can provide. If they’re reluctant, add a private session to your intro offer. Give them the ability to learn about and practice yoga without the stress of a class full of people.

Talk to them about this offer at the end of their first class. You might also include a new student intro offer in your welcome packet. If you send it via email, include quick links the recipient can click to easily purchase a membership as a new student.

With new students, it can also be helpful to give them information about your yoga teachers. This includes their teacher training certifications and experience. Help students get to know, like, and trust the people who will be leading them through each yoga class.

If you or your instructors still need training, ISSA Yoga & Wellness Academy offers a Yoga Teacher Training course. This course includes a comprehensive manual, live weekly sessions, guided meditations, and more. It also provides a ready-to-teach 37-pose yoga sequence.

References

1. Biro, J. (2023, March 6). Retaining Clients | A Yoga Studio’s Guide to Long-Term Success - Yogapreneur Collective. Yogapreneur Collective. https://yogapreneurcollective.com/blog/yoga-studio-guide-to-retaining-clients/