Tips from the experts to help you grow the yoga business of your dreams
This month’s mentor: Valerie Hartwich
42, of Essentially Moving (essentiallymoving.com) in Berlin and online
Does teacher training set you up to run a business?
Mostly superficially. Some try to provide some basic idea of the required skills, and basic tools. But what I see lacking is a raw and real conversation about the challenges of the industry, the power dynamics within it, and what to look out for. There is too much illusion of community, and glamourising of yoga within trainings to give trainees a realistic sense of how hard the yoga business is.
What’s your niche?
My niche is two-fold. For the wider public, using yoga as an embodied exploration of our psychosomatic make-up, how emotions, mind and body shape each other, and a tool to change these patterns. For teachers, understanding the psychosomatic approach, and supporting critical conversations on the power dynamics and shadows of the modern yoga world.
The secret to making a living?
My niche is two-fold. For the wider public, using yoga as an embodied exploration of our psychosomatic make-up, how emotions, mind and body shape each other, and a tool to change these patterns. For teachers, understanding the psychosomatic approach, and supporting critical conversations on the power dynamics and shadows of the modern yoga world.
Self-care tips?
I garden a lot and have my non-negotiable daily rituals that anchor me and give me perspective over why I do what I do. I also enjoy experiencing and making art. Take regular breaks. And most importantly I collaborate a lot. That way we can share the load, and supervise each other. It also means that I am not tempted to please everybody or be everything to everybody since there is someone else.
Hardest lesson?
To read and listen between the lines full of ‘Love & light’ community talk for subtle power plays and attempts at abusing people’s kindness and naivety. It has helped me avoid disappointment and burnout. I found it invaluable to define my values, so I can set clear boundaries, and check if core values and principles align.
Future trends?
The gig economy model will increasingly change work relations within the yoga business unless yoga teachers support unionising efforts. I also think there will be opposing trends of ‘anonymisation’, with yoga apps that do away with teachers, alongside an increased need for long-term community and personal contact, and digging into deeper, more philosophical, socio-political topics within and through yoga.
Written and compiled by Claudia Brown (yogabyclaudia.com)
Om Magazine
First published in November 2009, OM Yoga magazine has become the most popular yoga title in the UK. Available from all major supermarkets, independents and newsstands across the UK. Also available on all digital platforms.
