The Candid Manager - Celeste Shirley, The Yoga House
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| Celeste Shirley | |
| The Yoga House | |
| Toronto, Ontario | |
| www.theyogahouse.ca | |
How did you become a fitness facility owner?
Before I opened my yoga studio, I had a successful fitness consulting business – doing personal training in clients’ homes, teaching group exercise classes and presenting corporate workshops – for about 19 years. About six years ago, I started teaching an early morning yoga class on the beach near my home. One day three people all asked me the same question: “Do you also teach at a studio?” Despite the fact that the class on the beach was my only class, the businessperson in my head told me I should say something different. So I told them that I also taught out of my home. By the end of the week I had emptied out the main floor of my house, put a sandwich board on my lawn and created my small studio. Everyone likes the relaxed and serene non-gym atmosphere. I teach just private and semi-private classes, and I charge a premium fee, about $100 per person per class. The classes on the beach are still running, but that one small class of four or five has grown to three classes of fifteen.
What’s the smartest thing you’ve done?
Honouring my personal style. In my yoga classes, I incorporate my years of education and experience in the areas of weight training, core training, pilates, conditioning exercise, NIA and life skills coaching. It’s easier to specialize in just one modality, and people expect us to be identified by one title. But because I have a big bag of tricks, it’s differentiated me in the field and makes me stand out.
What’s the biggest mistake you’ve made?
At one point I hired two other yoga instructors to add diversity to the schedule. Even though they were great teachers, it didn’t go over well. I was the person out there doing the promotion, and so people were interested in working with me, not someone else. Now that I’m the only instructor, it’s much simpler and working better. People are getting the instructor they want and 100% of my attention since I’m no longer concerned about promoting, organizing and managing other instructors.
What’s been your biggest challenge as an owner?
Self care has been my biggest challenge. I have to be conscious of making sure I keep a balance and have enough energy to be present when I’m teaching. I now do a maximum of four classes a day when I used to teach five. My schedule is more diverse as well; I also teach some corporate yoga classes, laughter yoga sessions, classes for school boards and Thai massage each week.
What do you like most about this business?
I love inspiring people. It turns me on all the time. That’s why I like the private and semi-private approach. It gives people the opportunity to really understand how to work with their bodies.
What’s the best advice you have for people considering opening their own facility?
Don’t put the cart before the horse. Develop a following first in a church basement or hall. Then, when you’re bursting at the seams, get your own space. It’s a huge undertaking, and may be a couple years before you make a profit.
What plans do you have for the future?
I’m moving to a bigger house just around the corner and fantasizing about doing just private classes. In my new house, I have a little more property and a garage that needs to be torn down. I want to rebuild it as a studio that overlooks the ravine behind the house. Then I’ll just book private lessons and work when I want to instead having regularly scheduled private classes.
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