Do these thoughts sound familiar to you? “How much should I charge for my yoga classes?” “Maybe I should charge less because I’m just starting, or even do it for free?!” “What if they say I charge too much?” “How do I justify my pricing?”
Pricing can feel like one of the trickiest parts of running a yoga business. Whether you’re just starting out or have been teaching for years, finding the right balance between accessibility for your students and ensuring sustainable income for yourself is key.
In the yoga community, there’s often added pressure to keep things affordable or even free, which can lead many teachers to undervalue their work. But setting your rates isn’t just about numbers on a page; it’s about embracing your worth, understanding the value you bring, and shifting into an entrepreneurial mindset that allows you to build a thriving, sustainable business.
What every yoga teacher training is missing is the business side of yoga. I was fortunate to avoid challenges with pricing or creating a yoga business plan, thanks to my corporate background in a multinational company.
However, I know that very few new yoga teachers have this kind of support from the start. That’s precisely why I launched my own Yoga as Business Course, Yogipreneur 101, and why I publish weekly articles on my blog—to support yoga teachers through the complexities of building a sustainable yoga business.
So, let me be your guide and walk you through everything from practical pricing strategies to the mindset shifts needed to navigate pricing confidently.
Before we even dive into pricing, it’s important to acknowledge that many yoga teachers feel hesitant or even ashamed to charge for their classes. I’ve met countless teachers who struggle financially because they doubt their own worth, often caught in a cycle of continual learning without ever recovering their investment. They believe that the next certification will finally give them the confidence to charge what they deserve.
However, confidence in pricing and managing your yoga business doesn’t come from yet another certification; it comes from a mindset shift. Viewing yourself as the CEO of your own yoga business is key. This mindset empowers you to take ownership of your journey, making you more than just a service provider. Embracing this entrepreneurial role means recognizing the full scope of your offerings and the meaningful impact you can have on your students’ lives.
Of course, developing this mindset takes time. As you work on stepping into your “yogipreneur” role, start by Overcoming Limiting Beliefs about Money: consider pricing as an energy exchange. Charging for your services allows you to continue serving clients effectively, and the more you charge, the better you can invest in your skills, classes, and overall business.
Ask yourself, “Do you actually know how much money you want to make from teaching yoga?” This isn’t just a random figure—it’s a budget that aligns with your lifestyle and career goals. Your target income becomes a clear goal, one that you can approach with strategic, calculated actions.
To establish a fair pricing strategy, begin by calculating your desired monthly income and accounting for your monthly expenses. Break this down into the number of classes you can realistically teach each month, considering your schedule and availability. From there, set prices that align with your income goals while remaining competitive and accessible for your students. This approach ensures that your pricing not only reflects your value but also supports your financial sustainability.
Make a note of the formula below, and refer back to it after completing the exercise and choosing your pricing strategy.
Regardless of your experience and certifications, remember this: you should NEVER teach for free!
Before diving into pricing strategies, it’s essential to have a clear understanding of What You Bring to the Table or The Value of Your Expertise. As a yoga teacher, your experience, certifications, specialized skills, and unique teaching style significantly contribute to the value of your offerings. Each teacher has a different journey, and these factors shape the quality and impact of the classes you provide.
Here is what to consider:
To truly understand and appreciate your worth, take a moment to list your unique skills and assets. What sets you apart from other teachers? This exercise can help clarify your value and empower you to price your classes accordingly.
Different class formats often call for different pricing strategies. For instance, private sessions typically warrant a higher price point due to the personalized attention and tailored instruction students receive. On the other hand, group classes can accommodate more students, which may lower the cost per person. Additionally, online classes can broaden your reach, allowing you to connect with students from various locations, but pricing may need to reflect your brand and the value you provide in this format.
Understanding local market rates is crucial when determining your pricing. Research what other yoga teachers in your area charge to avoid undervaluing or overpricing your classes. It’s important to recognize that if you live in a small town, charging the same rates as in a major city might not be feasible.
If you’re offering online classes and aiming for a broader audience, consider adjusting your pricing based on the perceived value and competitive landscape of the online yoga market (this flexibility is one of the aspects I love about running a yoga business; my prices aren’t solely dependent on location).
Pricing can also vary depending on how often you offer classes and their duration. For example, if students attend multiple sessions per week or participate in longer classes, you might consider offering package deals or membership rates to incentivize commitment. This strategy can create a steady income stream while making yoga more accessible to your students.
If you have a niche specialization—such as back pain relief, prenatal yoga, or yoga therapy—this can justify higher rates. Specializations often attract specific clientele willing to invest more in targeted sessions that address their unique needs. Make sure to highlight these specializations in your marketing to communicate the unique value they bring.
This is an aspect often neglected by new yoga teachers for two reasons: either they simply overlook the cost factor, or they are aware of it but hesitate to increase class prices because they’re already on the higher side.
When setting prices for your offerings, it’s crucial to remember that your value as a yoga teacher and the value of your classes are different; your class price needs to include your expenses. Does that make sense?
For example, if you want to charge $60 for your individual session but have to pay $15 for studio rent and $5 for travel expenses, you need to add those costs to your original price. In this case, the final price for your offering would be $80. If the studio charges go up, your class price will also need to increase.
What I’m saying is: don’t settle for less. Your goal is to earn $60, and it’s not like you’re robbing your clients; you’re being reasonable and have a clear explanation for why you set this price. Does that make you feel better now?
1. Studio Rent: Monthly or per-class rental fees for using studio space.
2. Transportation Costs: Gas or public transport fees for traveling to the studio or clients’ homes.
3. Home Visit Yoga: Increased time spent traveling and teaching, including double the travel time for round trips and additional wear and tear on your vehicle.
4. Marketing and Promotion: Costs for advertising your classes, including social media ads, flyers, and business cards.
5. Insurance: Liability insurance to protect yourself in case of accidents or injuries.
6. Continuing Education: Fees for workshops, certifications, or courses to maintain or expand your skills.
7. Equipment and Supplies: Costs for mats, blocks, straps, blankets, and other props used in your classes.
8. Website Maintenance: Domain registration, hosting fees, and costs for website design or updates.
9. Payment Processing Fees: Fees from payment platforms like PayPal, Venmo, or credit card processors.
10. Taxes: Local, state, and federal taxes on your income, which can vary depending on your location.
11. Professional Memberships: Fees for joining professional organizations or networks that provide resources and support.
12. Class Materials: Printed handouts, class plans, or other educational materials for your students.
13. Uniforms or Clothing: Yoga attire you may wish to wear during classes or workshops.
14. Childcare Costs: If you have children, consider any childcare expenses incurred while you work.
15. Miscellaneous Expenses: Unexpected costs such as repairs or replacements for equipment, or personal expenses related to your teaching.
Consider adopting a tiered pricing approach to accommodate various budgets. For example, you could offer:
While I do not recommend targeting everyone with every offering, having two to three options on your list is recommended. From my personal experience, the most profitable and easiest classes to fill are individual sessions at a premium rate and semi-private/small group classes.
Package and Membership Options
Creating packages or membership options can foster ongoing commitment from your clients and provide you with a stable income. Think about offering a discounted rate for clients who commit to a series of classes or a monthly membership that includes exclusive content or resources. This approach not only builds loyalty but also allows clients to feel invested in their practice.
Adding Value without Lowering Prices
Instead of lowering your prices to attract clients, consider adding value to your offerings. You might provide additional resources, like:
These added benefits enhance the perceived value of your classes without compromising your pricing structure.
Transparency and Justification
Clear communication about what clients are paying for is essential. Highlight the unique benefits and value of your classes, explaining why your pricing reflects the quality of service they’ll receive. Transparency fosters trust and helps clients understand that their investment in your classes is worthwhile.
When and How to Offer Discounts
Understand this: discounts don’t attract people as much as they used to. Nowadays, people are willing to pay for your offerings and your personal brand. So, be mindful of when and how you offer discounts, ensuring they don’t undermine the perceived value of your services. For example:
Review and Adjust Pricing as You Grow
As you develop your skills and your business evolves, regularly reassessing your pricing is essential. Keep an eye on market changes and increased demand, and don’t hesitate to adjust your rates accordingly. Your growth as a teacher and business owner should be reflected in your pricing, ensuring that you’re always valuing yourself appropriately.
I understand that it might feel uncomfortable to always charge for your classes. Perhaps, deep down, you wish you could reach a larger audience and share yoga with those who cannot afford your classes. I totally relate to this feeling; I was once in that phase, eager to spread the practice of yoga to more people. This is where platforms like YouTube and my blog came into the picture.
Offering free content, such as YouTube videos or blog posts, can help make yoga more accessible to a broader audience while allowing you to maintain higher prices for your premium classes. This strategy not only builds your online presence but also showcases your expertise, drawing in clients who may eventually invest in your paid offerings. Additionally, it allows those who cannot afford your private sessions to still practice with you for free.
To wrap up, remember that establishing a sustainable pricing strategy is all about balance—between honoring your value and creating accessible offerings for your students. As you apply the formula above, you’ll gain clarity on how to set prices that support both your personal and professional goals.
If you're ready to dive deeper and get comprehensive support in every aspect of building your yoga business, consider joining Yogipreneur 101. In this program, I’ll guide you through each step, from mindset shifts and drafting a solid business plan to growing as a successful yoga business owner. Together, let’s take your passion for yoga to a thriving, impactful business!
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Stay Blessed! Stay Inspired!
Namaste!
Sviatlana Y.
