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    Date submitted
  • 12-Sep-2017

405 YOGA

Abstract

405 YOGA is a neighborhood Power Flow Yoga studio, located across the United States, with its flagship location in Washington DC. 405 hosts a vibrant, lively, and happy yoga community, with an emphasis in supporting women (including humans that identify as female) to choose a strong, more empowered path. With an emphasis on community, 405 YOGA uses the power yoga modality and training programs to help women gain confidence, strength, and leadership skills.

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Additional Questions

Who is your customer?

Our community is age 18-44 years, living within the local proximity of the neighborhood studios, and identifying as female. While the average age of a community member is 28 years old, members span from 8 - 64 years of age. In FY 16, females (and those identifying as female) comprised 82% of our community members. Since some of 405 YOGA's locations are located in what have become affluent neighborhoods with more discretionary money to spend on health and wellness activities, 405 YOGA has developed it's not-for-profit spoke True U to bring free yoga + meditation + mindfulness into areas without access and offer free yoga classes and membership options at all locations.

What problem does this idea/product solve or what market need does it serve?

405 YOGA creates community in urban areas, where isolation and loneliness can easily be felt. Although the communities are centered around powerful and strong yoga classes, 405 YOGA truly creates and sustains welcoming and diverse communities for all women feeling disenfranchised, isolated, and/or overwhelmed. We believe that women are stronger together, so in our communities, we unify women by highlighting similarities and embrace the differences, so that all women in our urban areas can feel that they truly belong.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

We've found success by being authentic! Instead of recreating a boring yoga studio, we're brought to life the idea that a colorful, positive vibes community, a sweaty yoga flow, and a safe space are much more important than the aesthetically neutral yoga studio spaces you might see on TV. Our teachers teach a You Do You type class where honoring your body by ramping up or taking it easy is encouraged, our front desk staff engage with yogis, and everyone leaves knowing that they've been seen and that we're happy to see them.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

New Business Development: 405 YOGA used several marketing strategies to build relationships with the intended population (see Target Market above). We utilize the 405 YOGA website, print media, social media, news broadcasting, and most specifically our networks and partners in the community to connect target practitioners with 405 YOGA offerings. The voice and tone of the marketing materials is authentic, it is real, and it speaks of inclusivity for all women. We use our KPIs to evaluate the efficacy of content, timing, and frequency. Both anecdotally and via our KPIs, our community partnerships provide the best ROI for new business development. Client (Customer) Retention: 405 YOGA retains students both through quality of offerings as well as our client retention strategies. We find that because we have a consistent brand, we've developed loyalty of customer that has put us at twice the national average for client retention. We create and sustain a consistent brand through continuity of perpetuating positive vibes, strength, and community across our classes, front desk staff, and online platforms.