Yoga business success by looking inward
Conversation with Allie Van Fossen
If you’re feeling stuck with growing your yoga business, if you’re struggling with being impatient, or if you’re feeling like niching down is just too dang hard…then this article is for you.
I’m joined today by my new friend Allie Van Fossen. I asked Allie to come on the podcast to share more about her journey as a yoga entrepreneur.
Allie is a yoga teacher who has built an online business that’s taken her from her corporate cubicle to a multiple six figure business. Her and her hubby built this business over several years and from a sometimes not-so-great wifi connection from a sailboat.
If that doesn’t inspire you and show you that you can do this, I don’t know what will.
Allie now focuses on her online membership for women who are looking for a spiritual yoga teacher both on and off the mat. She shares about the journey of how she got to this place (and how she plans to scale her business to seven figures next) all while looking inward to ensure that she’s building a business based on what she wants in life and not just what other people want.
Build the foundation of your yoga business first
This is a marathon, it’s not a sprint. Build the business for your entire life, and not just this one period or one goal. — Allie Van Fossen
In the online space, a lot of people struggle and spin their wheels because they are getting ahead of themselves. They want success but they don’t want to build the foundation. A lot of people get defeated because they jumped into selling right away and they aren’t growing. Selling is great, but you have to build a community first.
You wouldn’t become a yoga teacher unless you had practiced for at least a year, and it’s the same with building your business! Get accustomed to your audience, find your footing, and create that trust.
But how do you create trust?
To create trust with your audience, you really have to get consistent with whatever it is you’re offering for free.
Consistent weekly classes is really what any content platform requires (whether that’s YouTube, a podcast, Facebook, Instagram, TikTok, or something else) if you want to build that trust, show your expertise, and let people know that your content is valuable.
Consistency tells people that you’re going to show up when you say you’re going to be there.
This takes time.
I completely empathize with your impatience — let me tell you, I am not a patient person at all! But know that there will be detours along the way. It’s going to take longer than you want it to. You have to be willing to wait, build the foundation, and let go of big expectations at the beginning.
Be aligned with what you’re selling in your yoga business
“When you don’t feel aligned with an offer, you can’t sell it.” — Allie Van Fossen
Ask yourself: “What will bring me the most joy to sell?” It’s so much easier to sell when you believe in what you’re selling!
Assume that whatever you are selling is going to require a lot of backend support and that it will require a large amount of time and energy from you. What do you love enough that makes you WANT to give all of your energy?
Start there — and don’t get sidelined by everyone’s spectacular stories or wins. You are seeing their finished product; you aren’t seeing the journey and experimentation along the way.
As you build offers and try new things in your yoga business, constantly reflect and connect back in. Was that fun? Was that aligning? Or should you put it to bed?
Practice the final Yama in Patanjali’s eight limbs of yoga: ‘Aparigraha’, or non-gripping. Do your best to be unattached to the outcome. Take action and keep moving. Let go of what needs to let go of.
Be open to switching it all up!
“I threw a lot of spaghetti at the wall. I think that’s what we need to do when we’re starting out!” — Allie Van Fossen
Be willing to experiment and then be okay with it not turning out exactly how you envisioned. Try different things and then be open to changing it later. You can stay anchored by remembering that the work is for other people. Who’s on the other side?
“It’s okay to build, experiment, make some money, lose some money, and then say ehh, this is just taking too much of my energy. Instead I’m going to focus on THIS which is bringing me the most joy, fulfillment, and progress for myself, my people, and my company.” — Allie Van Fossen
Simplify and amplify your yoga business
“Simplify so you can amplify.” — Allie Van Fossen Simplify everything you possibly can in your yoga business so that you are able to amplify the things that are making you happy and bringing you joy in your life.
When making decisions about your business, ask yourself what lights you up.
For example, when considering if you should you start a podcast or go all in on YouTube, what feels more sustainable? What aligns with you and where do you feel most empowered?
Simply put:
Do you hate video? Then don’t do YouTube!
Are you afraid but also excited by video? Then get on YouTube!
“When I hit that record button on that camera, there’s still that flutter of butterflies and I’m nervous. I think that’s a good thing.” — Allie Van Fossen
Remember that it’s really okay to not be everywhere. I like to say: What feels fun? Go all in on that platform and set the other things aside (for now). That will allow you more energy to focus and grow the areas of your business that really excite you.
Don’t be afraid to niche down.
Instead of trying to grow the largest audience, find people that really align with you as a teacher.
I highly encourage people to niche down, find a specialty, and really embrace that you are a unique teacher. Not everyone is going to love you as a teacher, and that’s okay! Then there will be people that will love you so much and buy everything you offer.
The more we can tap into knowing who we are as a yoga teacher and present that to the world, the more we will attract the right students.
Connect with your inner mentor when growing your yoga business
“Follow your gut and keep producing the work that is making the most change in your life, because that is naturally going to resonate with the people that you want to support and serve.” — Allie Van Fossen
Connect inward. Connect with your less insecure, less pre-occupied self twenty years in the future, instead of always seeking external advice or tips.
While I do think we need to learn from the people that come before us, we also need to do a lot of tuning in and exploring what is the most joyous and most sustainable path to take.
You can learn a system or strategy from someone you trust, but then check in with yourself — ask “How do I want to do this?” How can you make it your own?
“I want to empower you to follow your gut and teach what you love. That’s going to come through to the people you want to serve in a paid format.” — Allie Van Fossen
Your next step
I typically give you a next step at the end of these articles, but not today. Today I want YOU to figure out what your next step is.
It’s time to look inward and make some choices. Do you need to let some things go? Do you need to create that thing you’ve been thinking about? What feels like your next step?
What fire has been lit for you that you’re ready to go after? You’ve got this!
Until next time, give yourself permission to look inward for decision making and grace along the way!
“Follow your gut and keep producing the work that is making the most change in your life, because that is naturally going to resonate with the people that you want to support and serve.”
— Allie Van Fossen
About Allie
Ten years ago, Allie Van Fossen was living a vanilla, unfulfilling life tied to a cubicle. She yearned for the freedom to design her journey but lacked the mindset and courage to change her path. She was led to become a yoga teacher following years of practice, but still searched for a greater purpose. After living in Europe and expanding her horizons, she decided enough was enough. She quit her day job, began growing an online yoga community, and set off to sail around the world with her hubby.
Today, with a community of hundreds inside the Body Mind Soul Studio (her online yoga membership community), she has found her power through teaching a transformative on & off the mat yoga practice. She is most fulfilled when empowering women to confidently lead wholesome, fulfilling lives by leveraging a holistic yoga practice and building their personal healing toolkits.
You can find Allie at thejourneyjunkie.com, soon moving to allievanfossen.com, on her YouTube channel, and inside the Body Mind Soul Studio.
Allie’s Online Studio: https://www.thebodymindsoulstudio.com/
For more stories like this, listen to the Marketing Yoga with Confidence Podcast.
About Amanda McKinney (Marketing Coach for Yoga Teachers)
Amanda McKinney is a Marketing Coach with a passion for helping yoga teachers find the tools and the confidence within themselves to build the yoga business of their dreams. She does this through her podcast: Marketing Yoga With Confidence and online offerings. All of which focuses on building confidence and community with an extra dose of encouragement every step of the way.
