If you need to look for employees, then you should conduct a preliminary calculation of the feasibility of the investment, which will show the level of demand and competition, likely costs, possible obstacles and ways to overcome them. To begin with, it’s worth getting acquainted with other people’s similar experiences.

Yoga business plan for the city of Barnaul, summary

The goal of the project is to open a yoga studio. To implement the plan, 1,090 thousand rubles will be required, which will be contributed in shares by 2 partners. The enterprise will pay off in the first year of operation, provided that investors act as trainers.

Company information

The yoga studio “Philosophy of the East” will provide services to representatives of the middle class of Barnaul, for which it is planned to rent a small space in the central part of the city, where there are many offices.

Business environment

The level of competition in the city is average. There are 5 similar enterprises for 600 thousand inhabitants. This is a lot, considering that the peak of yoga’s popularity is behind us, and the classes themselves require a lot of dedication, while most clubgoers prefer to exercise and have fun at the same time. But if you conduct an advertising campaign correctly, then it is quite possible to take 30% of the market in the first year of operation. Despite the fact that yoga is a philosophy for men, and the fairer sex has not been allowed to participate in it for a long time, the main clients should be female managers, for whom it is especially important to combine the spiritual and physical. The course will be aimed at them.

Marketing and sales plan

There are 5 similar sections in the city. The cost of their services varies from 100 to 350 rubles. There are usually 2-6 classes per day in small groups - up to 10 people. The average monthly income is 150-200 thousand rubles or more, which allows you to earn more than 2 million rubles per year.

Operational plan

You should start implementing a yoga business plan with market research. We used a ready-made survey conducted by the local press. Of course, it cannot be called a full-fledged marketing research, but in our case we are not talking about a new business, the reaction of citizens to which is unpredictable. Similar enterprises are already operating successfully in the city, so all that remains is to determine the saturation of the market. The study showed that Barnaul residents lack good sports-oriented enterprises. This means that it is worth opening a new business in this industry in the city.

The next stage is completing the necessary documents and searching for premises to rent. The location of the studio should be as convenient as possible, since people are not inclined to travel far for leisure. It is advisable to find premises located near large offices whose employees could become clients. For work you need at least 60-80 m2, taking into account the fact that in addition to the main hall, visitors should have a shower, toilet, locker room and relaxation area at their disposal. It is also advisable to provide a corner for the sale of related products. The room should be renovated, even if it seems suitable for the specified tasks without additional effort. Because even small inconveniences can scare away customers. After all, they come here not to work, but to relax with health benefits. Next, you will need to purchase furniture and utensils: a water cooler, plastic cups, a kettle, a tea set. You will also need various little things, such as toilet paper, towels and others, which, however, will cost a fairly significant amount every month - 10-15 thousand rubles.

Workforce plan

When opening a yoga studio, you need to be well versed in this school of Eastern philosophy, or find someone who will take on the role of manager. But usually such a business arises from a hobby, when the owner simultaneously acts as a trainer, at least at first. In our case, the company is created by partners. Both know the school well and both will teach classes. In addition, we will need a cleaning lady.

Our history began in 1996, when the first center “YOGA"96” was opened on Pyatnitskaya street, 43. building 3. The center was founded by teachers who were at the forefront of the development of Iyengar yoga in Russia, and developed under the leadership of Alexander Furashov. In 2009, the YOGA-RU center was opened near Proletarskaya metro station.

In 2017, we came to understand yoga as an Adaptive Rational System.

Classes are aimed at overall health improvement of the body through training of the joint system, Iyengar and Hatha yoga classes, corrective massages and health practices.

We invite you to a virtual tour of our center

Today, the network of healthy lifestyle centers YOGA’96 is:

• 4 centers in Moscow and 1 in Voronezh
• Training center “Alexander Furashov School of Yoga” for training certified teachers with three-year training, including distance learning for students from the regions.
• Classes in the following areas: Iyengar, Hatha, Ashtanga Vinyasa yoga, Kundalini, Raja, Jivamukti, Trai yoga, Aeroyoga
• Individual lessons
• Master classes, lectures, meetings with leading yoga teachers
• Traveling seminars to all corners of the globe
• Corrective massage rooms
• Products for yoga classes.

In 4 minutes we will tell you
what is a YOGA’ 96 healthy lifestyle center franchise business?

Our team in Moscow:

Alexander Furashov

Founder, general strategic leadership for the development of the YOGA network"96

Alla Garder

Head of the Yoga-METOD training center, teacher training, recertification of YOGA teachers"96

We are ready to share our experience and develop centers in Russia, the CIS countries and around the world (we advised entrepreneurs on opening yoga centers in Prague and Tbilisi). A partner is part of our team and we always have time to communicate and discuss work issues. A few shots from our everyday life - this is how we recorded a video about our franchise:

Franchise offer for yoga center YOGA’96

We invite you to open a studio or yoga center according to the Iyengar system, this is a combination of the classical school of yoga and new promising directions of Hatha, Ashtanga Vinyasa yoga, Kundalini, Raja, Jivamukti, Trai yoga, Aeroyoga. Additionally, in your center you can provide massage services, psychotherapy, and also conduct master classes.

Complete training at the Training Center for Additional Professional Education “Alexander Furashov School of Yoga”

The training center trains yoga teachers of different styles and directions, and also conducts advanced training courses for existing yoga teachers. Classes at the training center will also be of interest to those who do not plan to become a teacher, but would like to become more deeply acquainted with such an ancient science as yoga.

Send a request

Business model for a yoga center

For the center you will need a room of 100 square meters. m, it will include two training rooms, a massage room, a locker room and a reception area.

Net profit in one center for the month is 382,500 rubles.

The average payback for this business is 11 months.

The graph is based on the figures for the opening of the Yoga-RU Proletarskaya center (Moscow).

Investments required to open a healthy lifestyle franchise business YOGA’96

Starting investments: 900,000 rubles

Payback period: from 11 months
Average turnover per month: from 500,000 rubles
Royalty: 5,000 rubles
Lump sum fee:

Other current payments: from 250,000 rubles

Send a request

Head of the center Alexander Furashov

“I started doing yoga out of desperation. I was 40 years old and completely broke, the doctors gave me 3 to 5 years to live.

Now that I am 70 years old, I feel vigorous and healthy, I am raising two young children, I lead an active lifestyle and teach a lot, and am involved in the development of the center. In my prospects, in the next 10-15 years, there is no retirement.

I am very grateful to yoga, and in particular to the teacher (B.K.S.AYENGAR). The method that I present gave me bright, rich years of life; I learned a lot: about the world around me and, most importantly, about myself.

I would like people to learn to use this method not thoughtlessly, but taking into account their age, their health and the lifestyle they lead."

Requirements for buyers of a healthy lifestyle franchise yoga’96

• Availability of necessary funds;
• Readiness to learn.

Premises requirements

Studio - from 70 sq.m;

• Premises with an area of ​​70 sq.m. (first line of houses, 1st floor, water supply).
• A small room already in any existing institution, fitness center, beauty salon, spa club, etc.

Yoga is becoming more and more popular, attracting more and more followers. What is attractive is not only the possibility of healing the whole body, but also the special philosophy of attitude to life contained in this Eastern practice.

As you know, demand creates supply. And every year, here and there, yoga studios open - large and small. And although worldly material values ​​and the spiritual component of the teaching each live their own lives, which have no common points, a yoga studio as a business has a great chance of becoming a very successful and profitable business.

About prices

The main source of income for a yoga studio should be the classes it provides. When setting prices for classes, it is advisable to monitor the quality of teaching and the price level for a similar service in competing studios. By introducing deliberately too high prices, you can increase the risk of losing customers already at the initial stage. By lowering them unnecessarily, you can make potential visitors think about low-quality services and sow hostility and suspicion among competing studios. And again, significantly thin out your customer base.

Preparation stage

First of all, you need to choose a room that is suitable in every sense. It’s good if you already own one. Then the task becomes much easier. An alternative in case of its absence would be renting. Having received a roof over your head, it will be necessary to search for and attract qualified personnel - coaches and instructors.

Yoga is not only a source of health and well-being. It can also become a source of good income if you manage to organize all business processes correctly. How to open a yoga studio correctly, read on.

Registering a company

First of all, a yoga studio business plan must provide for the registration of your center. This can be done in two ways: either an LLC or an individual entrepreneur.

The last case is suitable for those who implement the project independently, without investors and partners. In this case, you do not need to form an authorized capital, look for an address for a legal entity, or necessarily open a bank account. You will also be exempt from a number of taxes, and it will be easier for you to keep records of your activities. True, in this case you are fully responsible for your property and can employ no more than 100 people. The state fee will be only 800 rubles, plus you need to spend money on having the application certified by a notary (from 700 rubles).

To register a limited liability company, it is necessary to form an authorized capital of at least 10 thousand rubles. In addition to notary services, you must pay a state fee of 4 thousand rubles. This form also requires more complex reporting and the formation of various taxes. But in the event of liquidation of the enterprise, the founders are responsible only for the amount of the authorized capital. By the way, liquidation also costs a lot of money - 25 thousand rubles.

Choosing a room

The next issue that is important to solve for opening a yoga center is the choice of premises. When looking for options, you need to focus on the following basic criteria:

• convenient transport interchange;
• good air conditioning system;
• the presence of a warm floor (preferably heated);

Even if you have wonderful teachers that people are willing to travel to from the other end of the city, it is still very important that you do not have to walk a long way from a public transport stop.

The air conditioning system not only must be powerful enough. It is important that the ventilation does not connect, for example, to neighboring cafes. It’s not very comfortable to work out in a room that smells of fresh baked goods or fried fish. It's also important to keep your neighbors quiet. During meditation, no sharp sounds should disturb the process. Otherwise, you will have to additionally soundproof the room.

It is vital that your center floor is warm and has good grip. All classes at the center are conducted on the floor. Therefore, practitioners should have the opportunity to freely lie down on it and relax. Experts recommend installing a “home sun” type system on the ceiling, which heats all objects around, including the floor.

Yoga studio zoning

For normal operation of the center, several rooms with different purposes are needed. These should include:

• Reception, hallway or hall where clients can come in, take off their outerwear and get acquainted with the basic information of the center.
• Locker rooms.
• Class room.
• Toilet.
• Specialty goods store.
• Tea area.

Equipment

The work of the center involves the purchase of special equipment for classes. Despite the fact that yoga, at first glance, does not require special equipment other than mats, for the normal and comprehensive operation of the center you need to purchase a lot of equipment. But first, I would like to once again focus on the floor.

Floor covering

In addition to the fact that the floor must be warm, it must be covered with the correct coating. It should have good grip, but at the same time slide well enough. There are several possible options:

• ceramics;
• tree;
• laminate;
• carpet

Ceramics are the most expensive, but also the most reliable. From the wide variety of proposals, you can choose tiles of the desired roughness. A heating system can be installed below or above. A wooden floor is also suitable, as long as you choose a coating that will not become slippery after long use and will not fade. Therefore, no expense should be spared on its varnishing. The most economical and reliable option is laminate. It doesn't slip much and is quite heat-intensive. It is better to avoid carpet, as it absorbs dust and odors, which makes working on it not very pleasant.

Yoga mats

The main piece of equipment is yoga mats, which must be selected very carefully based on what type of yoga will be taught at your center. If students will need to dig into their heels or jump a lot when performing exercises, it is better to take thicker mats. Also, thick mats are needed for those clients who have an overly sensitive body. But in principle, you can buy inexpensive rugs for the hall. They still “live” no more than two years. And new rugs always look more presentable than old ones, even if washed.

Other accessories

Additional accessories are needed depending on what type of yoga you will teach at your center. As a rule, you need to purchase the following additional devices:

• meditation pillows;
• ropes for deflections;
• corners for stretching exercises;
• bolsters (rollers);
• blocks, belts;
• blankets

The business plan must also provide for the purchase of other necessary items. First of all, audio equipment. Please make sure that it can read songs from a flash drive. This will make it easier for your instructors to carry notes with them for their classes.

In order not to spoil the furniture, you should take care of candlesticks, stands for incense sticks, aroma lamps and other accessories in advance. Embroidered pillows, folk instruments and other elements of folk culture will help create the right atmosphere. Be sure to organize a small information corner with schedules, center news, leaflets, etc.

Consider the possibility of tea parties in advance. To do this, you need to purchase special dishes, furniture and teas themselves. Experts say that this idea will definitely pay off quickly.

Staff

Typically, a center is opened by one or more teachers. Then the problem of finding personnel is practically not worth it. If you have the necessary experience in teaching yoga, you can hire knowledgeable instructors. You will also need an administrator who will coordinate the activities of the center. Although, by and large, this can also be done by the project organizer.

It is advisable to recruit at least three instructors for the center. Firstly, then visitors have a choice of coach. Secondly, when one of them gets sick or leaves somewhere, the others will be able to distribute their groups among themselves.

Financial part

Having at least a basic idea of ​​how to open a yoga center, you need to calculate the costs of implementing the project and the potential profit it promises.

Starting investments

To open a medium-sized studio in a large city you will need at least 250 thousand rubles. Funds are spent mainly on the purchase of inventory, equipment and premises renovation.

Each month, the expenditure portion will consist of two main items: payment of utilities along with rent of premises (approximately 40 thousand rubles) and other current expenses (about 10 thousand rubles).

Typically, the list of operating expenses includes:

• security;
• small household expenses;
• cleaning the premises;
• toiletries;
• printing advertisements;
• plastic cups;
• drinking water.

Calculation of project income

The center's income comes from training fees paid by clients. They can buy subscriptions, or pay for one-time classes. If the studio’s monthly expenses are about 50 thousand rubles, then every day at least 1.7 thousand rubles should be put aside into the center’s cash desk.

You can generate such income if each instructor contributes 20-25% of the income from their groups to the general fund. One lesson usually costs 250 rubles. There are usually about a dozen people in a group. For the project to be profitable, it is necessary that at least four classes with the specified occupancy be held at the center per day.

With such calculations, the investment will pay off in about two years.

Yoga can make a person rich, but only if you do it as a spiritual and physical practice, and not as a business.

Elena Ulmasbaeva became interested in yoga back in the 1980s, when the study of spiritual practices took place semi-legally. Since then, together with her partners, she has created a network of Yoga-Practice studios, whose revenue in 2013 exceeded 40 million rubles. “There is no big money in yoga,” says Ulmasbaeva. “You can’t count on significant profits, but you’ll have to invest a lot of time and effort.” A good yoga studio will have revenue of 1 million rubles. per month, but achieving such a result is very difficult.

Gift from India

In 1989, the USSR was visited by the founder of Iyengar yoga, Iyengar Bellur Krishnamachar Sundararaja, whom Ulmasbaeva managed to meet. “We met Iyengar’s teacher according to Indian customs: we had to take off our shoes right at the airport and prostrate ourselves face down in front of the guru,” she recalls. “At that time it was a very brave act.” Thanks to the efforts of Sundararaja, yoga became popular in Europe and the USA. In 1991, during Ulmasbaeva’s visit to India, Iyengar gave her official permission to open a center named after him in Russia. “In Europe or the USA, a mathematics professor can quit his job, become a yoga teacher, and no one will judge him for it,” says Ulmasbaeva. — In Russia, it was difficult to imagine that yoga would become a profession for someone. But we tried to turn a hobby into a way of life, into a business that can give us a piece of bread.”

The first Yoga Practice center opened in 1997 on Pyatnitskaya as a non-profit organization (NPO). In 2003, there were already three of them, and in 2005, Ulmasbaeva, together with her partner Maxim Yushko, registered the Yoga-Practice company (later the partners included Konstantin Kovalev and Sergey Melnikov, according to SPARK). Yoga according to the Iyengar method, in the minds of Russian entrepreneurs, was supposed to bring practical benefits to the student, first of all. “Whether it is worth diving deeply into the culture of India and the philosophy of yoga is an individual choice for each student,” explains Yushko, executive director of Yoga Practice. “We wanted to create the most secular and at the same time technically correct type of yoga teaching.”

Mitinskaya yoga in numbers

RUB 5.1 million it was worth opening a yoga studio in Mitino on an area of ​​150 sq. m

600-700 rub.— cost of a one-time group lesson

80% visitors - women

1.5 thousand visits per month - this is the kind of attendance the studio needs to break even

4-5 years— return on investment in opening a yoga studio

Source: “Yoga Practice”

The main thing is the room and the teacher

The opening of any center begins with the selection of premises. The room for group classes should have an area of ​​at least 60-80 square meters. m, says Ulmasbaeva, as well as several windows. The room should not overlook a large street: many teachers prefer open windows to air conditioning, and during class, students should not be distracted by outside noise. Second, small hall, 15-20 sq. m, can be used for individual lessons - they are paid separately and bring additional profit to the center.

The second important criterion is location. The center should be located in a residential area (closer to clients) and no more than 10 minutes walk from the metro. Proximity to the metro is important due to the fact that 80% of yoga practitioners (according to the experience of “Yoga Practice”) are women aged 25-45 years, most of whom prefer to attend classes after work. “Only the bravest girls will walk 20 minutes through dark alleys at eight o’clock in the evening in winter to do yoga,” says Yushko.

The bulk of the costs when opening a yoga center will be spent on repairs and equipment of the premises, says Ulmasbaeva. According to her, on average it costs 30-40 thousand rubles. per 1 sq. m. This figure includes not only the floor made of natural wood and cork covering the walls, but also equipment - blankets, chairs, ropes, straps for performing asanas. “Of course, you can save money, for example, buy blankets at the market, but given the frequency of their use, after a month or two you will have to throw them away,” Yushko complains. “Ours are completely ordinary, produced by the Orekhovo-Zuevsky plant, but they are so durable that Western guests have repeatedly said: these are the best blankets they have ever dealt with.” The same is with chairs - they should not have any special characteristics other than strength: students perform exercises on them, including upside down, and if the chair folds or breaks at this moment, injuries cannot be avoided.

Yoga franchise

Additional income for Yoga Practice was the sale of a franchise to open a studio under its own brand. Currently the lump sum fee is 470 thousand rubles., royalties - 8.5 thousand rubles. per month. A fixed monthly fee allows the head office not to depend on the profits of franchise centers. “When we interview a future franchisee, we first try to explain that we cannot count on significant profits, and that we will have to invest a lot of time and effort,” says Elena Ulmasbaeva. “And only if a person is ready to do this, we move on to a more substantive conversation.” The entrepreneur does not disclose the number of franchises sold; in the Rospatent database, RBC was able to find only two commercial concession agreements for the Yoga Practika trademark.

The most difficult thing for a yoga center is to find teachers, Ulmasbaeva believes. “There are still people on the market with dreadlocks who, having gone to Goa for six months and become “enlightened,” decide that they can teach,” says Yushko. “Without experience, it is quite difficult to recognize such coaches.” The only chance to recruit a good team is personal acquaintance with the teachers and/or the ability to teach yourself, advises the co-owner of Yoga Practice. He has cases when the teacher calls half an hour before class and says that he will not come. “An entrepreneur who has a teaching certificate will be able to conduct the class himself,” says Ulmasbaeva. According to her, many yoga teachers in Moscow left well-paid office jobs for their hobby and expect more freedom from their new profession. “It’s very difficult to interest them in money, something that a person has already given up,” says Yushko.

The schedule of classes in the future center must be created three to four months before the opening. “A properly designed schedule is our main business product,” says Yushko. To fill the center as much as possible, you need to derive the optimal number of classes for different levels of training, distribute them by day of the week and assign a teacher to each class.

Economics of Yoga

The yoga center's largest operating expense is rent. For example, for 150 sq. m center in Mitino “Yoga-Practice” pays 187 thousand rubles. per month (1.25 thousand rubles per 1 sq. m). For studios in the city center, the rate can be twice as high, which, of course, affects the cost of services. About 130 thousand rubles are spent on salaries, this figure can change from month to month, since teachers (there are six of them in Mitino) do not receive a fixed salary, but payment for each lesson. Expenses for utility bills and household needs (updating inventory, minor repairs, tea for visitors) are usually low. Yushko advises pawning about 20 thousand rubles. per month to promote the new center. Yushko advises advertising about a new yoga center on stands inside residential buildings, negotiating this with management companies - this is an inexpensive and fairly effective way of contacting the target audience.

The studio in Mitino needs about 1.5 thousand visits per month to break even, says Yushko. Now there are 1 thousand. According to Yushko, on average one visit brings the studio 450 rubles. One-time classes are more expensive - 600-700 rubles, but if a person decides to study, then he buys subscriptions for 4-8-12 classes, as a result of which the cost of each visit is reduced. Additional income comes from individual lessons with a teacher (2-3 thousand rubles per lesson), as well as massage (a license for medical activities is required, from 1.5 thousand rubles per hour), as well as consultations with a psychologist and astrologer (from 3 thousand rubles per hour). All these services are provided on the basis of income sharing between the center and the specialist (the company does not disclose specific figures).

Yoga studio revenue is subject to seasonality: in spring and autumn it will be much higher than in summer and winter. The ideal time to open the center is in early spring and autumn. The occupancy of the halls, which makes it possible to recoup operating costs, should occur after two to four high seasons (i.e., one to two years after opening).

Most often, entrepreneurs at the start are undermined by rental prices, says Vladimir Afonin, managing director of yoga centers “Yoga Federation”: “If the rental rate is not exorbitant, then you can count on payback in two or three years, and only if you are 100% immersed in the business.” " According to Afonin, 9 out of 10 centers opened as side businesses close within a few years: “I know an example of a serial entrepreneur who invested significant funds in opening a yoga club “for the soul”, and three years later opened it in this place grocery supermarket."

Ulmasbayeva confirms that you won’t be able to make a lot of money from yoga, and you can only make your business profitable if you personally participate in the business. “The specificity of opening the center lies in the basis of yoga - spirituality. If a person does not perceive yoga as his path, he is unlikely to be able to build a profitable business on this,” echoes the president of the Russian Yoga Federation, Sergei Repin. “Although there are quite a lot of such amateurish centers today, such “businesses” do not last long.” “Yoga is not for those who just want to invest extra money somewhere and make a small profit,” sums up Yushko. According to him, return the invested 5 million rubles. Yoga-Practice hopes to open a center in Mitino in 2013 within four to five years.

Yogo numbers

According to Yoga Journal estimates, Russians' spending on yoga in 2014 amounted to RUB 41 billion(this figure does not include spending on clothing or accessories).

According to a TNS marketing Index survey, in the second half of 2014, 1.37 million adult Russians attended yoga classes. Assuming that at least half of these people attended yoga classes regularly (twice a week) over the past year, and the average cost of a class was 500 rub., then the income of various yoga studios could be about 35.6 billion rubles.