This project was a study of Yoga in privately owned studios. Locations researched were in Richmond, Virginia by Daniel Regan; Alexandria, Virginia by Anna Calderon; Valdosa, Georgia by Sonia Ghazali and Kingston Jamaica by Susan Bernard.
For the purpose of this study, privately owned studios refers to yoga studios not located within a gym or other place of practice, it is a private studio dedicated primarily to teaching Yoga.
Yoga is Hindu system of philosophy aiming at the mystical union of the self with the Supreme Being in a state of complete awareness and tranquility through certain physical and mental exercises a method by which such awareness and tranquility are attained. This employs a broad holistic approach that focuses on teaching people a new lifestyle, way of thinking, and way of being in the world.
Through this contextual research, we developed a deeper understanding of the yoga culture in stand alone studios in the different locations around the world, and included the environment and stakeholders involved (owners, teachers and students). We were able to use the knowledge to identify improvements to the Yoga Studio's facilities and environments as well as the services provided.
The objective was to identify, within the operation of the studio, the potential to improve quality as per the demand of the yogis, which will not only strengthen the business but also provide the possibility for expansion.
1. What are the characteristics of a Yoga Studio?
•How do the Yogis interact with the environment?
•How is the spiritual aspect of Yoga interlaced with the physical
2. Who is attracted to this Yoga Studio and why ?
•What are the current marketing techniques they are using ?
3. When is the peak time in the week for the classes ?
4. How can the Yoga experience be maximized ?
For Yoga Studio owners, teachers, and students who are dedicated to the quality of Yoga instruction and environment provided, this study provides insight into the Yoga experience in stand-alone studios and the opportunity to examine the culture within its environment.
This is done by using contextual research methods, including contextual inquiry, empathetic research, lifestyle profiling, interviewing, questionnaires, and a third party method of probing technique to analyze data collected in order to discover opportunities for innovation in maximizing the Yoga experience.
Unlike a traditional marketing approach, which is typically focus group driven, this study will take an all inclusive approach to studying Yoga through the application of design thinking.