Unlocking Authenticity in Yoga Marketing
Yoga and marketing can often feel like uneasy partners. For many yoga teachers, the idea of promoting themselves or their services can feel awkward or even “yucky.” But in our modern world, yoga isn’t just a spiritual practice—it’s also a business. Most of us are householders, balancing the practice of yoga with the practical need to earn a living. We’re not living in ashrams where food and shelter are provided; we need to navigate a capitalist system while staying true to our values.
Marketing as a yoga teacher can be tricky because it often feels like bragging. We live in a culture where promoting yourself, especially for those who identify as women, can be uncomfortable. Society has conditioned us to be humble, to not call attention to ourselves, and for many, this can manifest as fear of using our voices. Combine that with the deep-rooted yogic values that emphasize service over monetary gain, and it’s no wonder marketing feels at odds with the teachings of yoga.
Reframing Marketing as an Energy Exchange
One helpful way to reframe marketing is to view it as an energy exchange. In its essence, money is energy, and when you provide a valuable service, it’s natural to receive energy in return. As yoga teachers, we aren’t deceiving anyone or tricking people into attending our classes, workshops, or retreats. Instead, we are offering an experience that we deeply believe in, one that can benefit others.
When we market from a place of authenticity, sharing something we believe in, it becomes easier to do. The more experience you gain and the more you see results from your offerings, the more natural it feels to promote them. In many ways, marketing is simply sharing something that you believe can help others.
Marketing with Purpose
The key to authentic marketing is understanding your purpose. What is the deeper “why” behind your offerings? Whether it’s a Wednesday evening slow flow class or a 200-hour yoga teacher training, knowing your purpose helps you align with the way you promote your services. When you are clear on the value you provide, you can communicate that with confidence, without feeling disingenuous.
For example, one of the pillars of the marketing strategy at True Love Yoga is to open the door to yoga for as many people as possible. This intention drives how we approach everything—from social media posts to workshops and retreats. We’re not trying to manipulate or pressure anyone; we simply want to find the people who will benefit from our offerings.
Mindful Marketing for Yoga Professionals
If you’re a yoga teacher struggling with the discomfort of self-promotion, consider these tips for marketing in a mindful way:
Reframe Marketing as Sharing: You’re not bragging—you’re sharing something valuable that could help others. Approach marketing as a way to connect with people who will benefit from your offerings.
Align with Your Purpose: Know why you are offering what you are. When your marketing aligns with your deeper purpose, it becomes easier to share it authentically.
Focus on Energy Exchange: Understand that marketing is an energy exchange. You’re providing a valuable service, and it’s okay to receive compensation in return.
At True Love Yoga, we teach marketing and business strategy as part of our Yoga Teacher Training because we understand that it’s an essential skill for modern yoga teachers. If you’re passionate about sharing yoga but unsure how to market yourself effectively, know that there’s a way to do it authentically while staying true to yogic values.
