How to Run a Successful Fitness or Yoga Teacher Training Program
The demand for yoga and Pilates teacher training programs, as well as other fitness modalities and certifications, has only increased since COVID. Eager students are lining up for fitness teacher training experiences that will deepen their practice, expand their knowledge and give them the tools to guide others. For studio owners, successful teacher training programs are not only profitable but also a wonderful way to really establish and nurture a committed community. Teachers that graduate from teacher training programs are often wishing to stay with their home studio or gym and already have a built-in rapport with other clients. This relationship enables studio owners to truly craft teachers that fit into the culture of their studio. But with the plethora of options available, how do you distinguish your program? What are the steps you should consider when starting a teacher training program of your own?
To create and run successful teacher training programs you will want to focus on the following 5 components:
Set yourself apart.
It’s true that there are an abundance of online programs available for everything from yoga to HIIT, but what many of these programs are missing is the uniqueness and vibe of your studio. What makes your studio unique? The same questions you answer when creating your mission statement apply to your training program, namely “why us?” A program that really focuses on the people leading the course will create a more intimate feel for the trainees and will generally have more appeal than something that is perhaps a bit more general. Says, Razz Yoga Studio owner, Heather Rasmussen, “This is our 6th YTT at Razz and they all have been great for different reasons, but I feel like we have finally found our niche and what works best for us. What sets us apart is a program that truly reflects our studio culture with regard to the faculty and the trainees. In the past, we advertised to the masses and "sold" the program. This time around we selected faculty that we have a deep relationship with. We invited current members and those who inquired via the contact form sent in our newsletter and social media to meet with us and practice with us before even applying. I think that connection made both parties realize who was a good fit and who was not naturally. I realize our program is not for everyone and I am totally ok with that.” The ultimate takeaway from this is to recognize that a teacher training isn’t going to be one-size-fits-all or even most. Focus on your unique qualities and you’ll attract students that are a good fit for your program.
Go above and beyond.
There are set fitness/yoga teacher training requirements that you’ll need to fulfill whether it's for the RYS (Registered Yoga School) credential, or another governing body. Here are the basic guidelines, for instance, for a Yoga Alliance certified training (RYS program). As much as it may be tempting to skip the certifications, we generally advise going through the steps. Receiving your accreditation allows you to have more credibility in the community and shows potential trainees that you’ve taken care to address all of the subject matter. With that said, we suggest going above and beyond, but primarily focus on the areas that matter the most to you. For instance, if you’re a yoga studio that really wants teachers to have a deeper knowledge of philosophy, bring in speakers that can guide discussions on the various lineages. Or, if you’d like your teachers to be well-versed in anatomy and physiology, expand your offerings to potentially include a visit to a physiology lab. Remember that the set hours for each subject are minimums, you’ll only set yourself apart more by exceeding the prescribed course load. In general, the more comprehensive you can make your program the more appeal it will have to a broader audience.
3. Bring on the perks!
The more invested your trainees are in the studio the more likely they’ll stick around after the training is done. Give them exposure through special events and classes. Also providing some perks like a free membership is a wonderful way to really ingratiate them into your community (and convert them to loyal members down the road!)
4. Pay attention to the price.
For many studio owners their teacher training price is determined by what their neighbors or competitors are doing, but this isn’t an apples to apples experience. As we mentioned above, you want to make it clear that your program stands apart from the crowd. Price your training by the hour. So look at the number of hours you’ll be guiding in-person training and then look at the cost of your faculty, space rental fees, any costs associated with printing manuals, and marketing and then determine the profit margin you’re looking to meet. If you determine your overall cost will be $15,000 to run the program, you’ll need to have a certain number of people attend in order to break even. After that point you’ll start seeing a significant increase in profit. This is a much more clear way to set your pricing and it informs other decisions, including your minimum registration numbers.
5. Listen to your community—to a point.
This one can be a double-edged sword. You want to make sure you’re bringing an offering that the community is interested in and at a time that they would be available to attend. Do you primarily have 9-5 workers? Or do you have a community that has remote work or flexible hours? Do you need your classes to be primarily offered in the evenings or on weekends? Get a good feel for your community but then make a decision. If you continue to ask for input, you’ll never be able to move forward because there will ALWAYS be someone whose schedule doesn’t align with what you’ve proposed.
6. Market early!
As a business consulting and marketing agency, you didn’t think we’d skip out on this one, right? We recommend spreading the word with your community as soon as you have an idea of dates. Give teasers in your emails and encourage clients to sign up for more information. Once your dates are set, create some easy Q&As whether in-person or online, so that potential students have the opportunity to have their questions answered, and so that they can get to know you and your program. We typically recommend starting one year out if you’re starting a teacher training from the ground-up. The first month you’ll be building your content (here is the sample content you need for a 200 hour Yoga Alliance-certified teacher training) and solidifying your faculty. Month two you’ll deepen your content, create your manuals and start applying for certifications from any governing boards. At this point in time you can also share with your clientele that a “Teacher Training is coming soon!” By the time you get to month four, you should be marketing your program and have all of your materials ready to go. The next six months give you time to adjust any marketing strategies, finalize your course materials and advertise!
We’ve found that by following these simple guidelines, studios are able to build a successful and profitable teacher training program. Once you’ve had one training under your belt, scaling the training is no problem—we have partner studios that bring in upwards of 100K/year in teacher training alone!
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
