How Yoga Movement Grew To 6 S’pore Studios And Over 100K Customers

With six outlets across the island and a huge community, yoga practitioners and beginners alike are likely to have heard of Yoga Movement.

In 2012, when Yoga Movement launched its first outlet, the yoga industry was still in its infancy and there were only a handful of yoga studios in Singapore.

Back then, most yoga studios were subsidiaries of large gyms, and walk-in classes or packages were not the norm.

Yoga Movement director and co-founder Alicia Pan said it was a shame as she had personally experienced the positive effects of yoga on her physical and mental well-being.

It was then that she decided to start Yoga Movement with her then partner, current husband Peter Thew.

Humble beginnings

Carpenter Street yoga movement
Yoga Movement’s first outlet in Carpenter Street / Image credit: Yoga Movement

Alicia, 36, told Vulcan Post that she wanted to create a “no-frills, no-frills yoga brand” to make yoga more accessible to the masses.

Rather than being a calculated business move, the husband and wife duo just wanted to make yoga something everyone could enjoy.

Yoga Movement then opened its first studio on Carpenter Street in 2012 with a whole new concept.

There were only three simple options on the menu: a single class, a 10 class pack, and an unlimited pack.

To be fair, we didn’t initially have a fancy business plan for Yoga Movement.

We just wanted to bridge the gap in the yoga industry here in Singapore, and our goal was simply to make yoga accessible to anyone interested in joining a class but intimidated by the idea.

Alicia Pan. Director of the Yoga movement and co-founder

In the Carpenter Street store, the two founders hand-built most of the interior, even turning an old door into a reception table.

Alicia also had to juggle three roles – a front desk staff, a housekeeper, and a yoga teacher – because they just didn’t have enough budget at the time.

All their efforts have not been in vain. The former singer-songwriter said being hands-on helped the team to be “perfectly clear on the ins and outs of the business, (which) was crucial in keeping the entire brand in. his best.

Rely on the concept of lifestyle

Image Credit: Yoga Movement

Most recently, Yoga Movement launched their highly anticipated Orchard Flagship studio. Covering 6,000 square feet, the studio is the largest to date.

Besides yoga classes, the store also has a new concept cafe called Drishti Dagger and a patio overlooking the bustle of Orchard Road.

To date, Yoga Movement has a client base of over 100,000 yoga enthusiasts, or 25,000 visits per month.

It also has a team of over 120 employees, six locations, and even an app the team built “from scratch.”

Yoga movement app
The Yoga Movement app / Image credit: Yoga Movement

Since its launch, the application has recorded more than 28,000 downloads and regularly receives more than one million views per month. She was also named an “App of the Year” finalist by the Fit Summit.

According to Alicia, the app is a good part of the lifestyle concept the team is trying to develop at Yoga Movement, as it places more emphasis on social experiences.

Additionally, the introduction of the app has contributed to a 30 percent year-over-year sales increase.

Customer experience on the front line

yoga movement
Image Credit: Yoga Movement

Since its inception, Alicia and Peter have evolved Yoga Movement from a startup funded by their own savings to one of Singapore’s most popular fitness offerings.

When asked how Yoga Movement differs from other yoga studios, Alicia stressed that the brand puts customer experience first.

We make sure that the experience is consistent throughout – from the look and feel of our website, app and physical spaces, to check-in and reception at the front desk.

We also try not to overdo it with our offers, keeping them simple and digestible.

Alicia Pan. Director of the Yoga movement and co-founder

Recognizing that running a business is not a bed of roses, Alicia said there are “individual challenges big and small every day.”

The year 2020 in particular must have been the “biggest setback” for the brand to date, she added.

Due to the forced closures and heavy social distancing restrictions, the studio was unable to open for at least two months, which affected earnings.

Despite the challenges, the team upheld the value of the brand and embraced new ways to continue to provide the great service they are known for.

For example, like many fitness studios, Yoga Movement ran live classes. It also regularly offers pop-up classes with different themes to keep customers coming back.

In the long term, Alicia has stated that she would like to take Yoga Movement into new markets, while also branching out into other lifestyle verticals.

“It has been extremely hard work to find the best course of action this year, and we have certainly seen a lot of businesses go down, but I would attribute our company’s attitude of never saying die to this result,” a- she declared. .

Featured Image Credit: The Busy Woman Project

Our sincere thanks to
Source link

Jothi Venkat

Leave a Reply

Your email address will not be published. Required fields are marked *