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In St. Petersburg, entrepreneurs opened a hot yoga studio, investing 14 million rubles


Yoga is the oldest unsurpassed system of self-knowledge. Since ancient times, yogis conducted classes exclusively in the fresh air, among virgin ecologically clean nature, avoiding the presence of civilization. If someone suggests that practitioners tried to avoid human communication and only sought peace, tranquility and silence, then this is a profound error. As far back as antiquity, Indian wise yogis knew that the best doctor and saving remedy for any disease is the proper inhalation of divine fresh air saturated with oxygen.


Today, when the incidence of people is increasing, and their life expectancy is catastrophically decreasing, as many live in noisy and gassed cities, in the constant turmoil causing negative stresses, it has become relevant for each person to visit special sports and fitness centers or fitness clubs, where prices even the most fastidious customers are pleasantly surprised by yoga.

Clean air, which creates positive energy and significantly increases the wonderful sensations of yoga exercises, as well as positively affects the individual emotional mood, the effectiveness of yogic practices completely depends on the inner calm state, contributes to the rapid care of depressive states during exercise, relieving stress, its consequences and cheer up.

Oxygen is the main “life-giving” component of our atmosphere, vital for the body to reproduce special energy, which has the negative property of being quickly consumed in the process of intensive training. At the slightest lack of oxygen, cellular metabolism is greatly slowed down, and this leads to impaired functioning of the heart, stomach, liver and kidneys.

Yoga in the fresh air: why are outdoor exercises always more effective?

The benefits of doing yoga in nature

Exercises in nature have irrefutable advantages over practitioners in the stuffy halls of centers and fitness clubs, saturated with harmful trace elements and dust:

  • performing asanas in nature contributes to the most rapid concentration of the mind, as long-term retention of attention on the sensations of one’s body and breathing is the main condition for effective practice. Therefore, with balanced prana, yogis have a flexible mind, resourcefulness, determination, instant restructuring of the tactics and strategies of personal life - sadhana,
  • pranayama (breathing technique) in nature is obtained most qualitatively and brings significant benefits to the body,
  • among the virgin flora, bends, headstand, forward bends and other asanas are better and more effective,
  • faster burned out tired extra pounds, tightened muscles and normalized high blood pressure,
  • pain in the legs and back goes away
  • the symptoms of senile and menopause are relieved.

Advice! Try to avoid doing yoga in stuffy basements, which accumulate negative energy and create the effect of an unpleasant confined space.

Little india

The essence of this direction is to reproduce the climate in which people traditionally practiced yoga in India. To do this, simply warming the room is not enough, otherwise the air will be dry and it will just become hard for people to do. Therefore, in addition to heaters, humidifiers and devices for air circulation are installed in the halls.

Before opening the studio, Victor Matvienko, who invested his own savings in the business, worked in the USA in the IT field. He has been fond of yoga for 8 years. Victor Matvienko lives in the Himalayas, then in New York, then in London, but he decided to open a hot yoga studio in St. Petersburg. "Such a studio is just right for rainy and cold weather," he said.

In addition to equipment, start-up capital was spent on renting and repairing premises of 240 m2 (135 m2 of which is occupied by the classroom). Also, 10 trainers work with the studio. “Finding a large room in the city center with the necessary layout has become one of the most difficult tasks,” recalls Maxim Khorokhorin. “Now we are in the center of the bar street, and even employees of neighboring drinking establishments come to see us.” Entrepreneurs expect to recoup the invested 14 million rubles in 1–1.5 years, at the end of 2017 and the beginning of 2018, open another point, and then start selling the franchise. While the occupancy of the studio is growing - the official opening has not yet taken place, but in the technical mode the studio is already conducting five classes a day, in each group from 17 people.

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"In the first month of work, we reached operational profitability because of people's interest in this area, instead of traditional advertising, we develop social networks, word of mouth and discount programs for beginners also help," the company said, adding that about 80% of the audience Studios are people who have never done yoga before.

To attract such an audience, entrepreneurs abandoned oriental motifs, music, jewelry and design in the Indian style. According to the owners of the studio, this did not appeal to many who wanted to do yoga, but, on the contrary, scared them off.

Now in St. Petersburg there are more than 200 yoga studios, including network projects, and small single points, and directions at fitness centers. The volume of the urban market for yoga is estimated at about 5.5 billion rubles a year. There are only two companies that offer hot yoga in St. Petersburg, except for Hot Yoga 36 it is Urbanyoga on Sverdlovskaya embankment.

“We are very positive about the appearance of competitors, we believe that there is still a place on the market. We have not yet developed hot yoga like in the West, and it has potential,” says Natalya Averyanova, manager of Urbanyoga Studio. “In general, this "Not so radical as it seems. Of course, to go to hot yoga, you need to be open to new things, but in general the audiences are almost the same: we have a second room with the usual temperature, many go to classes in both."

Hot yoga market participants also consider all unusual types of fitness their competitors - for example, DAR SMOLNY CLUB with vacuum bike paths, EMC-fitness with electrical stimulation during classes, qigong gymnastics studio, etc.

1. Make a business plan

The business plan is easiest to order. This service can cost in different ways from 20-25 thousand rubles, depending on qualifications, popularity of a specialist and remoteness from Moscow, where similar services are more expensive for a lock. Details about how a business plan is prepared can be found here. Soon, a standard business plan of a yoga studio will appear on

2. Choose a form of ownership

Two types of enterprise are suitable for our type of activity:

IP (Individual entrepreneur) - it’s easier and cheaper to register (the state registration fee is 400 rubles), you do not need authorized capital, it’s easier to operate with a bank account, there are fewer fines for violations in tax reporting, but there are restrictions on the number of employees - no more than 100 (if you work with simplified tax system). A significant drawback: in case of debt formation, the entrepreneur will have to pay at the expense of his own property - apartments, cars, etc.

Ltd (Limited liability company) - the authorized capital is required - from 10 000 p., state duty for registration - 2000 p. , liquidation is even more expensive - from 25 000 r .. The fines for various violations are greater than those of the individual entrepreneur, there is more trouble with the current account when performing banking operations (you have to draw up a lot of documents), more taxes - property and income taxes are added, which do not pay. But the liability of the founder is limited only by the means of the enterprise and does not extend to personal property.

A detailed comparison of IP and LLC can be found here.

3. Choose a tax system

From the taxation systems adopted in Russia, the Single Imputed Income Tax (UTII) and the Simplified Taxation System (STS) are suitable for our type of activity. In our case, on the recommendation of the tax system employees, USN is most suitable, among the people - "Simplified". It is of two types:

"Six percent": all income must be paid 6% once a year.

"Income - expenses": you need to pay 15% of the difference between expenses and income. Considering that there are not so many current expenses in this type of activity - there are more non-recurring expenses, the difference between current income and current expense will be too big, therefore it is more convenient to pay 6% of all income.

What are the requirements for the premises of a yoga studio:

Good transport interchange - One of the main requirements when choosing a place for a studio. Clients are ready to go to a good specialist even to the edge of the city, if only there would go transport and there are no big traffic jams along the road.

Conditioning! Without fresh air, yoga is nowhere. But air conditioning must be competent.

“Check what rooms the hood is connected to,” recalls our consultant Vlad Zyuban (as a yoga instructor and organizer Vlad participated in the creation of two yoga studios in Kharkov), “it is important that sounds and smells from a nearby cafe do not penetrate you” or disco bar. We have come across this. They didn’t notice right away, and then how the “boom” began during the shavasana! It turned out that somewhere in the neighborhood there are discos.

Warm floor. It is not good to conduct classes in socks, "because it is cold." Without good grip on the floor, many exercises turn into illiterate physical education. Muscles seem to develop, but not those. And instead of calm and satisfied relaxation after class, there remains irritation and trembling in the knees.

“We hung warm ceilings in the studio, the 'home sun,'” Vlad Zyuban shares his experience. - Expensive, but economical. The device is simple: at the top is an infrared emitter that heats all objects in the room. The ceiling warms, and the floor turns out to be warm as a result ... A warm ceiling is much more effective than oil heaters, and does not burn oxygen. In short, I recommend it.

What kind of flooring to choose for a yoga studio?

At the first place -ceramics. Experts say that it is best to do yoga on the ceramic floor.

In second place - wood, on the third - a rock and then everything else. If you choose the first option, be sure to provide for heating - bottom or top (as described above). In most of the studios we managed to visit by the time the material was compiled laminate. It is warm enough and not very slippery. It’s nice to practice on the floor, especially if it is properly covered so that it retains its color, but does not become slippery. We do not recommend using carpet. Although it stores heat, it absorbs odors and dust - it is not comfortable to perform exercises on such a floor.

What yoga mats are best used in the studio? How long will they last?

Recommended for use in the studio. inexpensive rugs. The advantage is that they can be changed more often - new ones always look better than old ones washed many times.

- I advise rugs Asana (production - Taiwan), says Vlad Zyuban. - Of the inexpensive ones, they are the only ones that do not slip.
It also makes sense to buy several thicker mats in each room - for customers with sensitive skin prone to bruising.

If the budget allows, we recommend the "middle link", for example, German Rishikeshthey are stronger. Especially if you teach Iyengar yoga: there all the time you have to rest with your heels on the rug - they will drop by in a flash. In any case, expect that in two or three years any rugs will have to be changed.

How to advertise a yoga studio?

Printed products - An inexpensive and effective way to alert yourself. New studios sometimes get out pretty well due to small leaflets or booklets. They are laid out at the stands of supermarkets, in beauty salons, or even simply handed out on the streets.

Internet advertising very effective, but it works only for a certain circle of clients (those who are “friends” with the Internet, mostly young people), acquaintances, but it can be a waste of money if you “cheapen” it.

“70-80% of customers found us through the site,” says Vlad Zyuban, “but in order for it to work well, you need to correctly promote it by keywords, and, of course, you need good content to have something to read, besides the schedule.

Free page on the Internet offers a project After registration, your information will automatically get into our search engine, and reflected on the interactive map, where it is very easy to find. To register your page, send your details to [email protected] Read more in the section "Yoga in your city."

What stocks help promote a yoga studio?

Open Day - this is where to start. Having made good advertising in at least one district, you will attract a lot of people for a free lesson, many of whom will become your regular customers. Practice shows that many people don’t go to yoga simply because they don’t have enough reason to go and find out what it is. A free lesson is a great incentive to try new things.

“We often organize Open Doors Days,” Almira Muratova, a yoga instructor and mistress of a yoga studio in Zhitomir, shares her experience, “we do something like a marathon: every lesson for an hour, everything, of course, is free. We put new teachers first, so that people can get to know them before they get tired. And on Saturdays we arrange “getting to know yoga” - one free lesson. We alternate instructors.

Seminars and trainings with invited experts also gather new customers and strengthen relationships with the "old".

“While the seminar is being advertised, people at the same time will learn about our studio,” says Almira Muratova. “We often conduct our own seminars to tell everyone we don’t have time - about nutrition, breathing, and cleansing procedures.”

Lectures on health and religion, even spiritual readings can attract many new clients from the “neuogue” spheres - that is, people who did not think about yoga before, but only now came across by chance, thanks to this lesson in your studio. In this regard, cooperation with various educational organizations is useful. Almira Muratova, for example, regularly invites volunteers from the Art of living charity to her studio.

“They give their lectures, traditional satsang (spiritual fellowship) and purifying kriya (exercises),” Almira says, “they work for free.” We provide them with a room, and they attract new visitors to the studio. People come to class, leave satisfied, feel good, and then they realize how great it is that there is a yoga studio nearby and you can practice regularly.

Festivals and Jams - Any creative events from dancing improvisation to singing and watercolor painting will make the yoga studio not just a training place, but a favorite place where it is just great to spend free time. Our consultant Vlad Zyuban has long specialized in organizing events of this kind in Kharkov.

“We arrange drum discos in yoga studios,” he admits. - If there are people who are ready to improvise, it turns out a meditative jam session. Spectators also participate - someone is knocking on a cup with a spoon, someone is using his palm on his knee, someone is just dancing ... Here, tea is in place. You can invite a tea master or brew yourself. A great event that makes the studio a second home for both visitors and yourself.

Tea party since the conversation has begun, it’s an irreplaceable procedure for any yoga studio! Any manager who does not even have an idea of ​​yoga can open a yoga center, but to make this place a favorite, you need to create a homely atmosphere. The tea zone in the studio is both a “psychologist’s office”, and a place where you can exchange experiences, and just a convenient place where you can collapse after a workout and hang for half an hour, digesting the flow of new sensations. Well, for the studio, this is certainly an additional income.

“If there is not enough space, a few pillows and a mat can replace the tea zone,” Almira advises, “so that you can drink tea after class, at least on the floor in the hall.”