Creating Continuity Revenue in Your Yoga Studio

In Yoga Studio Success Club, we talk frequently about setting and reaching monthly revenue goals. We call that goal number the enlightenment number. Each month, we can meet our enlightenment number in two ways. Jason refers to one-time payments and drop-ins as firey and continuity as watery. 

Finding comfort and peace and reaching that enlightenment has to do with continuity. Let’s say the number is 20,000. You can get 200 people pay you 100 a month or 100 people paying 200 a month. This gives you the ability to relax into your business and that is really powerful.

But, we know that It’s easier on paper than it is in reality.  Don't get discouraged, This is natural. The reality is that you will need to be ready to ask five times the number of people that you need to sign up. You will very likely receive four “no’s” for every yes. That's ok. Just make sure you're setting yourself up for success by reaching out to enough people to meet these important goals.

And, be ready to learn as you go. Many times we see yoga studios create a plan and then their students end up really responding to a specific pricing structure or package. You can’t get a handle on the reality of the preferences of your studio members until you’re into it. Be open to surprises and respond accordingly. 

Lara Alexiou does a lot of annual memberships in her studio. That drives up her new student value. 

Another thing to remember about continuity models is that you will always have churn. Students will always leave. You can do your best to keep them happy and engaged, but there will always be some drop-off, Look at the continuity and look at it as pouring water into a bucket with a little hole in it. No matter how much water you pour in, a little will leak out every month. In order to grow the continuity, we have to be constantly adding more water to the leaky bucket. 

In order to grow, you need to add a lot more people than the number who are leaving. In order to not plateau, you need to keep signing up more people. 

There are other forms of continuity that you can use as well including higher-priced teacher training or retreats. These costs can be broken into multiple payments that will raise the amount of money that will be deposited into your bank account each month and will do wonders for your cash flow.

Business is a combination of psychology and math. We have to get the math to work. Continuity has become so much easier in recent years as our systems are set up to bill recurring payments each year and we've also all become accustomed to the multiple monthly membership payments we all have on our credit cards each month. Don't be hesitant to offer your students the convenience and consistency of recurring monthly payments. It will make your studio run more smoothly and peacefully and allow you to focus on serving your students and leading your staff.