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Many ways to build a yoga clientele

Updated: Feb 28, 2019

This week's teacher interview is with Gemma Linaker, owner of Lemonstem Yoga.




Just over a year ago, then-newly trained yoga instructor Gemma Linaker opened Lemonstem Yoga in her converted garage and taught and handful of classes of six or seven. How business has grown. She’s since opened a second branch and now teaches some 70 students a week across 12 group classes and three private sessions. She’s even hired an extra teacher. All while raising her three-year-old son.


“It’s gone from strength to strength,” says Linaker, who’s practiced yoga nearly ten years and earlier taught beauty and holistic therapies. To accommodate her expanding clientele, she now offers Vinyasa, Hatha, Yin, Creative Flow, Power and Gentle yoga. “I’m really happy with how things are going.”




The secret to Lemonstem’s success?


The secret is that there is not just one secret, but many.


“I’ve learned that you can’t put all your eggs in one basket when you’re marketing,” explains Linaker, quickly noting, “Marketing costs money, period. I was having to find ways to market that wouldn’t break the bank.”


To affordably compete with the gamut of competition—everything from local gyms to on-demand yoga platforms—Linaker has applied a social-media strategy to attract younger students, and personally canvassed community centres to build the older clientele. And she has built a database of email addresses to keep students up to date on class details, timetable changes and the like.


As with a forward bend, flexibility helps.


“A lot of teachers think Facebook is the only way to market, or email is the only way to market. But there are so many other avenues to market your business,” advises Linaker, adding with a knowing chuckle, “Step out of the comfort zone.”


Gemma Linaker has registered on yogapp and is giving it a go!


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