business

Core Power Yoga: Part 2, The Hustle in Denver

The Hustle in Denver: Continued from Tuesday....

“For our annual review,” he said, “we have to give a private yoga class to a senior instructor. Okay. Seems doable, right?”

Only when his day came, this senior instructor turned out to be a nationally recognized yoga teacher, a big name, a celebrity.

“So you know,” he said grinning, “He was pretending not to listen and I was correcting him and stuff. It was just weird. Right? But you never know what curve-ball life is going to throw you."

Who was the teacher? What did Andy do? What was the feedback? I was dying to know. Someone in the class asked.

"Nope, not telling!" said Andy. "He gave me some good feedback that I've incorporated into my teaching today so here we go!”

Like so many yoga class pre-ambles, Andy's didn't quite connect the dots. Andy opened with a sequence of slow sun salutations to upbeat disco-y club music. It reminded me of Miami--super positive mixed with aerobics.

“C'mon people, let's move it.”

Thump-a-thump-a-thump-a-thump went the music. We cycled through the sun salutation sequence more quickly now, then held awkward pose and twisted. He adjusted me.

“Lift your thoracic spine!”

I noticed most of the students seemed to have had some good basic training. The two guys behind me were struggling--sweating and sliding and looking around. But most of the women were adjusting themselves as they needed, not pushing themselves into contortions out of their range. The women next to be chose to do all the hardest variations of many poses, but even so there wasn't too much of a show-offy vibe in the room. The practice seemed safe.

Huh, I thought. This is the formula, and it's kind of brilliant. A one-hour class (low commitment, low impact on your day), hot enough (gets you sweating so you quickly feel like you're working out), teaches safe alignment (so people don't get hurt), and just a little bit of dharma talk (how this applies to your daily life) with –oh no!--not the dreaded--It was true: ab work. Right, I thought, it's called “core” power yoga. I never liked working my abs, beginning as far back as grade school.

“Lift your elbow up to your knee! Hold! Switch! Hold! Switch! Now scissor kicks one minute! Go!”

Ouch ouch ouch ouch ouch. Agony. Yet was this part of the appeal to my sweating class mates? You get to do yoga AND do the hard work of the gym, all in one place?Andy stopped us to demo crow pose, an arm balance. Then he demo-d one legged crow. Then he demo-d no-legged crow.

“So when life throws you a curveball,” he grinned, “you just gotta go with it, do your best.”

That was fine, but he gave no hints about how no-legged crow might be possible for us without abs of steel.

“Look at me!” he said, giving a second demo. “Use your core!”

I stuck with two-legged crow.Now thoroughly dripping with sweat we continued on with more standing poses, some backbends, a few twists, a shoulderstand. The music continued pumping. Everything was soaked. My hair dripped like a garden of wet snakes. The thin material of my pants was almost transparent. My face, red. Final relaxation was brief. I had just begun to relax when Andy started talking again. Another “jai!” with a floor slap and the class was over.

“Okay guys thanks a lot, have a great weekend!” Andy grinned, “And we have an inversions intensive coming up at our Cherry Hill location this weekend, also a level 2 training you guys should all do it, as well as more classes with me coming up! Thanks guys!”

I took myself to a shower in the women's changing room which was like a mini gym/spa mix. Three shower stalls with large plastic pumps of soap and shampoo, similar to a gym. The black stones inset into the floor (like a mat in front of each shower) had a spa-like quality to them. And for once I didn't mind the industrial-grade lotions: I had to be clean; I was meeting people for dinner. This was very convenient. And like any busy business person, I was already multi-tasking on my way out of the studio. I paid for my class while talking on the phone. I was signing my credit card receipt while negotiating: Could I be there in 10 minutes? In 5? Where was the restaurant? Could you, I asked Andy, call me a cab? How do you get a cab in this town? I hadn't seen any on the streets. Susan, text me when you know the address. Andy, yes I need one with a credit card machine. Oh, thanks for my card back. Yes, thank you so much for your help. Susan, see you in 10.

No one was left in the studio by this time with its little boutique and posters for trainings, boot camps, more classes, more workshops. In my purist yoga-loving heart I knew what I was doing—multi-tasking and not being very present-- was annoying and a big yoga no-no. But as a business person at that moment, it made sense, it was what I had to do.And in that moment, Core Power Yoga made total sense. I didn't have much time, I had a lot of things to juggle, I wasn't thinking straight, I was barely coordinating the elements of my life right. Core Power delivered all that I needed in a very manageable chunk, and I fit right in.

The Hustle in Denver: Core Power Yoga

With one minute to go til class, I was still at the check-in desk.

“Is there any way I can do any of this after class?” I asked the guy checking me in, “I don't want to be late.” Not to worry, the teacher, a smiley blond guy in a grey sleeveless T-shirt was still there, too, admiring a student's mala beads.

It had taken me 30 minutes, walking in a tight skirt and cork heels to get from the conference center where I was working a giant, anxiety-filled book fair, to the Grant Street location of Core Power Yoga. I'd first heard about Core Power from an instructor at Pure Yoga in New York, who was originally from Chicago.

“They're all over the Mid-West and southeast,” he'd assured me. “They're bigger than Yoga Works by far.”

News to me. I live in New York. I only sometimes get to the west coast and almost never to the middle of the country. I heard about them again while interviewing the entrepreneurial maverick and former owner of Sonic Yoga, Jonathan Fields.

“They more than anyone have really mastered the business model for yoga franchises,” he said admiringly.

The words “yoga” and “franchise” together made some people’s lips curl in mistrust. But I was curious. What made this place work? When a work trip came up to Denver, I knew I had to check them out. At the last minute, the trip was cut from 3 days to 2, so I also knew it wasn't going to be easy to get there.

Map in hand, I ducked out of the freezing, artificial air of the vast conference center and marched—well, more like hobbled—over to the studio.  The darn skirt had gotten compliments at the book fair but slowed me down (and gave the backs of my thighs a kind of rug burn) on Denver's wide streets. There was no striding in that skirt. And time, too, was tight. Finally arriving, I felt like the little engine that could. I think I can I think I can, I know I can I know I can. I did! I did! I did a speed-change in New York style—30 seconds, in, out, done—and found a spot in the large, low room (that was frayed around the edges; the silvery ceiling needed a paint job).

It was heated, but not to Bikram levels—thank goodness. I don’t like to tremble and shake, slipping and sliding in yoga class. Denver, the mile-high city, at 5,000 feet above sea level is not only oxygen poor, it is extremely dry. The heat—and sweat—felt good. It was also a nice change after the crisp mountain air outside. Three rows of students faced a long mirror. The instructor in the grey t-shirt was a cheerleading soul named Andy.

“Okay guys, I'm going to chant in Sanskrit,” he said smiling, “then you slap your hands down on the floor and yell “Jai!” (victory). Okay?”

He chanted the chant, we slapped the floor. Then he told a story....

To be continued on Thursday....

Big Success in Albany! But pressure still on

This just in! From Yoga for New York action committee:"Success! Terrific Success! The vote in the NYS Senate Higher Education Committee was a unanimous "YES" in support of S5701A - protecting yoga teacher training from burdensome and unnecessary government regulation and licensing.

Now what? More Committees to get through (remember in school learning about how a bill becomes a law - were are in it!!)  --- yup democracy requires a lot of work - we will keep you posted, of course, as working collaboratively on this is how we protect yoga!

What must we do now to keep the heat on? * Please Call Senator Carl Kruger, the Chair of the NYS Senate Finance Committee, the next Committee the bill is before @  (518) 455-2460* You will be connected to a representative of Senator Kruger who will take your message for the Senator.

Here’s the message script:

"My name is  _________________ I am calling Senator Kruger because he is the Chair of the Finance Committee. I urge his support for S.5701A which will protect yoga teacher training from burdensome government regulations, unfunded expenses on local government and ensure that yoga studios stay in business. Thank you"

What else do we need?

Very important: funding and donations to make sure the hard work in the State's capital continues.  Want to know how to donate or ideas for raising funds? Email action@yogaforny.org

Save the Date: Yoga Benefit & Silent Auction, Jan 21

This is no ordinary benefit. If you are going to donate to any cause this winter, this is the one. Protect yoga from state mandates! January 21---cocktails, hor d'ouevres, and silent auction at Chibo (info below). Save the date.Yoga for New York, a non-profit formed last summer to prevent state government regulation of yoga, needs to raise $25,000. That's a lot of cash. YFNY needs to hire a lobbyist to help pass legislation early this year that will help protect yoga from being defined by government officials who don't know anything about the practice.

Protect your practice! Protect your local studio.

Read more---and get the latest scoop on the issue---at Yoga City NYC.

Most of all, save the date:

Thursday, January 21stWhere:   Cibo Restaurant

Location:  767 2nd Ave. at 41st Street

When:     January 21, 2010

TIme:       6:30PM-8:30PM

Tickets:   $100 in advance, $125 at the door.

*Teachers will receive a special entry rate of $75 if paid before January 18th, 2010.

Silent Auction items include

  • a weeklong stay at a Villa in Southern Italy

  • a yoga retreat weekend at The Ananda Ashram

  • dinner for two in the Theater District with actor/singer Dominic Chianese

  • and much more!

Register at www.yogaforny.org/events Download invitation: Invite YFNY Jan Benefit

New Year, New Money

How are your new year's resolutions going? Do any of them include improving your relationship to money?Well, all of us, rich and poor could use some help in that department. Perhaps especially yogis.Upcoming: some free or affordable help from cool people including yogi and financial adviser Brent Kessel and Spencer Sherman, co-founders of Abacus Wealth Partners.I saw Brent speak at the New York Yoga Journal Conference, May 2009, and loved what he had to say. Smart cookie. Here's what's on offer right now. Check it out:

1. Vicki Robin's Conscious Money Speakers Series, Weekly 1-hour teleclass workshops with a dozen top conscious money teachers including Bill McKibben,  Brent Kessel, David Korten, John deGraaf, John Robbins, Lynne Twist, Olivia Mellon, Spencer Sherman, Trent Hamm, Victoria Castle, Hazel Henderson. $12 per class or $79 for the whole series. A great deal! Free introductory teleclass on January 11th. Series begins January 18th.

2. Heal Your Money Karma, #1 course on DailyOm.com. Brent Kessel and Spencer Sherman offer 8-weeks of invaluable financial tranformational tools through a pay-what-you-can structure.

3. Money Matters: The Business of Yoga, Yoga Journal Conference, San Francisco, Thursday, January 28, 2010, 2:45-3:45p. Led by Brent Kessel. Great for yogis who want to live more consciously in all ways, or yogis considering opening a yoga center.

Related Posts:"It's Not About the Money,"Brent Kessel, Money Guru, Interviewed on Frugaltopia

ATTEND THIS MEETING TODAY (if you're a new york yoga teacher)

Yo, New York yoga teachers! This meeting today is for you. I'm in Miami, but YOU need to be there!

"We need yoga teachers to help determine the future of yoga in NY. We are at risk of having our future decided for us, without our voice," say the organizers, the lovely Liz and Mel of Yoga High. "Whether you are for or against licensing, it is important we hear your thoughts and ideas on how we can all be involved in the process.  This will ensure that when regulation happens, it does so with intelligence, compassion and a deep respect for the yogic traditions."

They mean the issue of New York State passing legislation requiring yoga studios to obtain costly licenses to run teacher training programs. "So please come to a meeting specifically for NY yoga teachers to discuss licensing, health insurance, pay transparency and any other issues you feel passionate about. As a yoga teacher, dealing with these issues can sometimes be a very isolating experience. This is our chance to come together to talk about something that we love and how we can all continue to enjoy a yogic lifestyle."

IT’S CRUCIAL THAT WE COME TOGETHER NOW. YOGA IS AT RISK. EVERY SMALL STUDIO IS AT RISK OF CLOSING IF LICENSING PASSES WITHOUT US GETTING INVOLVED.

"This is our last chance to meet and discuss these issues before the vote goes to the state senate. We can use our collective voice to buy us time to have input into how, where, and when regulation happens. If not, yoga in NY will become very limited and there will be fewer choices and a bottom line corporate approach."

The meeting for just teachers will be Wed. January 6th 2010. 12 - 1pm.

"We encourage you to stay for the Yoga For NY meeting that will be held immediately following from 1-3pm."

The meetings will be held at YOGA HIGH 19 Clinton St. between Houston and Stanton. (Ave B turns into Clinton Street South of Houston) 212-792-5776F, V to 2nd Ave or F, J, M, Z to Delancey

***If you're a yoga teacher, please forward this on to other teachers you know and to studio owners where you teach."

THANKS everyone. (Non-yogis welcome to volunteer for Yoga for New York, too, you know.)

Yoga 2009: 10 Highlights

What happened last year?

Did it pass like a kidney stone or like savasana? Lots of subtle changes for me personally, and a big leap into the blogosphere for Yoga Nation. Part of me wishes I had a time machine to go back ten years (if I knew then, what I know now...) and another part looks forward to the madness and the mystery of a new year.But, I'm getting ahead of myself. Let's see what happened in 2009....

1. Fierce Club opened in Nolita. Sadie Nardini, of Bon Jovi yogi fame, not only opened her own kick-ass studio in Nolita last March, but later in the summer she also joined up with YAMA, an agenting enterprise for enterprising yoga teachers. Yes, folks, the future is here...

2. The movie, Enlighten Up!: A Skeptic's Journey into the World of Yoga, launched to mostly positive reviews (and some grumbling from yoga teachers) proving that yoga can entertain Americans for at least an hour and a half on the big screen. Director/yogini, Kate Churchill, and skeptic/subject, Nick Rosen, tussle and tumble around the world looking for the truth about yoga

.3. Inappropriate Yoga Guy "Edited" Yoga Journal. Yoga Journal spoofed itself in this 5-part online mini-series in which the unforgettable, and wildly inappropriate, Ogden, took over the inimitable magazine offices as a hazardous (and sometimes naked) "guest editor." Went live April Fool's Day.

4. Sri K. Pattabhi Jois passed. One of three Indian grandaddies of modern, Western yoga, 93-year-old Pattabhi Jois, passed away in May, and was fetted through the early summer. The memorial held at Donna Karan's Urban Zen headquarters on June 14 in the West Village created even bigger buzz than the first ever NYC Yoga Journal Conference in May.

5. Licensing Issue ravaged New York---and is not over. Should yoga studios pay large sums of money to New York state to be "licensed" to train yoga teachers? Widely seen as a pitiless money-grab, this proposed legislation threatens to shut down many tiny yoga studios that rely on teacher-training programs for basic income. (For this issue, yoganation was also a momentary guest-blogger on the illustrious YogaDork.)

6. On the other hand, Brent Kessel made clear that yoga and money can live happily together. Financial advisor and long-time ashtanga-yoga practitioner, Kessel wrote a practical, inspiring and possibly profitable book called It's Not About the Money (which it never is: it's always about the junk in your head). Read my interview with him on Frugaltopia.

7. The inaugural Wanderlust Yoga and Music Festival rocked Lake Tahoe in July. This ingenious festival blasted open indie minds and took over taste-making in the yoga world. Who said yoga can't be radically cool? Driven by yoga and music-exec power couple from Brooklyn, Wanderlust will happen in three locales in 2010. Thank you, Yoga Journal (San Francisco), you may now hand over the reigns. The young uns' (uh, Brooklyn) got it from here.

8. Celebrity Yoga Teachers---Problem? In late August, YogaCityNYC sent me to report on the Being Yoga conference upstate. The question: Is a media-friendly yoga teacher the natural outcome of yoga’s presence in America’s consumer culture? The peaceful yoga crowd at Omega had a lot to say. READ my final article. .....(One source said: “I've never had a PR agent or invited myself somewhere. Everything has happened because of the shakti manifesting in me.” The next day I got a message on Twitter inviting me to review her latest DVD.)

9. BKS Iyengar turned 91. Really, you need to see Enlighten Up! the movie just for the scenes of Iyengar talking about the meaning of yoga---not empty New Age spirituality, but real internal work, with a few beads of sweat and social service thrown in. For his 91st birthday, this tremendous force of a man requested that students hold a fundraiser to benefit his ancentral village of Bellur. If everyone gave $3, more people could eat.

10. The Yoga Clothing Wars continued with lots of news about LuluLemon throughout 2009. Their stock was up, their stock was down. We loved them, we were peeved. Mostly we were conflicted about the giant success of a giant "women's activewear" company. Good news: they have excellent yoga clothes for men. More good news: they are inspiring small yoga clothing companies, too. More good (-ish?) news: they are EVERYWHERE. Planet Lulu!!

HAPPY 2010, yogis and yoginis! Here's to a happy, healthy, inspired, productive, restful, and OM-ing new year.

Stubdog: Half-Price Yoga?

According to the ad copy on Flavorpill's "thehookup," Stubdog offers half price tickets on music, comedy, dance, special parties---and YOGA.

Is that yoga classes, yoga events, yoga fashion trunk shows? Not clear. A quick search of the site turned up zero offerings in any of their cities currently (Houston, Los Angeles, Dallas/Ft Worth, New York). But a half-price anything is worth it these days. So I pass it along to you, dear reader. Maybe while you're waiting for a yoga class to pop onto the list you'll catch an Afro-Cuban extravaganza or the next Eddie Izzard?

Stubdog for Event Tickets - Houston, Los Angeles, Dallas/Ft Worth

LuLu or Cult: Clothes Call?

The NYTimes Style section today (The Critical Shopper) goes after the LuLu culture, focusing on the boppy, sunny, perky, happy, can-do, yes'm attitude of the staffers. The writer walks into the flagship store in Manhattan (sounds like the set-up to a joke) and "A nanosecond after I entered, a spunky girl greeted me with a “Hi!” as if she were my life coach or wife." His take is that it's all a bit culty. Not just out on the LuluLemon-covered streets (which is what New York Magazine's juicy LuLuLemon article this past summer was talking about), but in the store itself.LuluLemon works hard to create such boppy attitude in its educators, with personal growth coaching that sometimes includes a session at Landmark Forum.

This is not very “yoga,” but it is to be expected if you are to create a brand that appeals to the public on a global scale. Lululemon understands that we like our enlightenment to be results-oriented, self-esteem boosting and comfortable so that we can flop on the couch after doing our inner work and watch “Grey’s Anatomy.”

Hmm, true: how many of us like our enlightenment to be results-oriented? Many, I'd guess, though we'd never say, "Oh, checked in with Brahman, supreme cosmic spirit from Hindu Vendanta philosophy this morning, cross that off today's to-do list."Aside from using the word relentlessly relentlessly (well, twice, gad zooks! "relentlessly sunny", "relentlessly cheery"), he also does his bit to give the back story on Chip Wilson and review the clothes. He likes the selection of men's clothes. He seems to practice yoga himself. He's a fair reviewer, not beneath a bit of ribbing:

Some of the get-ups are insanely garish. Run Ultra pants have black and white swirly striped panels over purple fabric and look like something Patricia Heaton wears on one of her 14 sitcoms; cropped bottoms with green plaid fabric around the waist is fine if you want to look like a Scotch tape dispenser while you are in Uttanasana.

Any Lulu article must discuss the unusual materials in their clothes, and Albo obliges. And, like the NYMag writer, he takes a shot at the purpose of wearing those hot pants anyway (hint: it's not all about "wicking away moisture"):

The materials, with names like Silverescent and Luon, are obsessed with wicking away sweat and therefore suit the typical yoga-goer’s secret mantra: I am willing to bow to an elephant-headed god, but I refuse to look skanky when I walk to my car after class because there might be a hot guy around.

It seems we can't get enough of LuLu, even if we're making fun of her: she's an easy entree into yoga culture for, well, people who perhaps relate more to the lifestyle aspect of yoga than the, say, sutra-studying aspect. And she provides an opportunity to play in the entertaining contradictions in this yoga-saturated moment.

As LuLu Gets the Squeeze, Hyde Keeps It Real (or at least small)

LuLuLemon Free Yoga in Bryant Park, NY
Hyde yoga clothing 3

Hyde yoga clothing 3

Hyde yoga clothing 2

Hyde yoga clothing 2

Hyde yoga clothing

Hyde yoga clothing

There's nothing wrong with visibility, there's nothing wrong with success. Or is there? We yoga folks seem utterly torn about LuLuLemon. As the yoga clothing company surges from being a cool, innovative business, to an annoyingly ubiquitous logo, yogis, studios, and even New York Magazine (see last week's "Lust for Lulu" feature article) have been experiencing some queasy feelings. When did yoga clothing become "active lifestyle wear for women"? Up in arms for LuluLemon. (Photo: Summer Starling/Courtesy of Lululemon)

This week, A.K. Kennedy, founder of Hyde yoga clothes, reminds me that not long ago, well-made, comfortable yoga clothes were hard to find. "I was that person who didn’t want to spend $70 on yoga clothes. So I bought them at Old Navy and was annoyed that they didn’t fit very well." "There was hippie dippie organic clothing, or Nike stuff, or if you did find something that worked, you couldn’t find it again."

In early 2005, A.K. began designing and manufacturing yoga clothes part time (she had been designing rugs, and before that, working in the corporate world). Lulu wasn't quite on the scene (in the U.S.) yet. By the end of 2005 she was full time and had 4 samples in organic cotton---2 tops, a pant and a pair of shorts. Now Hyde has standing orders with 85 studios and employees three staff (including A.K.). They work out of a modest Lower East Side office. Not the Lower East Side office. 

"We have a lot of fun and everyone does everything—we all went out to Wanderlust together. On photo shoots, my boyfriend is the photo assistant." On LuLuLemon, A.K. says at first studios were excited to carry clothes specifically designed for yogis and yoginis---and well-made, too. But as the company has grown bigger, there's been some brand fatigue."

Some studios tried retail for the first time because of LuLu. Now they want to try something different and maybe a little less expensive. "Hyde has such a different point of view. We're less sporty and totally all organic except for a little bit of Spandex. We're not quite active lifestyle wear. "

Originally, A.K. wanted to offer much less expensive clothes. But the realities of running a small, quality business made that impossible. "We could make cheaper pants but we would be sacrificing something to do that—we would have to sacrifice quality of materials and we just don't want to." Hyde's most expensive pant is $69. LuluLemon's signature Groove Pant is $98. "I want to be under $60 but we’re small so our minimums are not quite high enough to come down in price."

"I used to pick up a cute, organic dress from a small company and think, 'Why the hell is this $250?' and I'd put it back. Now I know that company is paying rent, using unusual material, and probably paying a premium for not meeting factory’s minimums for small production run." "It's changed the way I shop—before I would have put that dress down and bought something from a bigger company. Now I spend money on the smaller company and feel good about it."

LuluLemon Opens In Brooklyn

LuluLemon Soho

LuluLemon Soho

LuluLemon Union Square

LuluLemon Union Square

LuluLemon Times Square

LuluLemon Times Square

No doubt you already know quite a bit about LuluLemon, the unstoppable yoga and athletics clothing brand from Vancouver, Canada. They went public in summer 2007, did well out of the gate, survived a manufactoring scandal (no seaweed in those stress-reducing, anti-inflammatory, antibacterial, hydrating and detoxifying seaweed-containing clothes), and---in June this year---took a hit when their stock dropped. They publicly vowed to scale back their expansion. Yet, they are still opening stores. Amazing.

Yesterday, July 16, they opened their first store in Park Slope, Brooklyn, (otherwise known as dyke and stroller land) 472 Bergen Street, between 5th and Flatbush. No deets or photos yet, (other than you can get a free class tomorrow, Saturday, July 18 from 10 -11). But, you know, New Yorkers have to shop. Even Brooklynites. So expanding in New York is probably a safe bet. A couple of months ago, they opened in Soho. Here's picture of a spring Soho:Before that, it was Union Square. They closed down their Flatiron storefront and opened officially in a more central-to-yoga location. In January, staff moved store bits over to USWest. Chilly, chilly, chilly weather to carry maniquin busts around.

Here's LuLuLemon on a TimesSquare billboard, fall 2008!! These guys are serious!!photos from lululemon's Flikr stream Just one question:What the hell is next?!!? (No, scratch that: when's the sample sale?) (And how long should I save up before I go?)

Previous posts:Yoga Clothes Go Starbucks

Yoga Licensing Issue: My *July* Update on Yoga Dork

My update, now up on Yoga Dork! My update on the hot issue of whether New York State will continue to target yoga teacher training programs to make them license-able under the State Education Department.Find out what's been happening---the good news (YANY is born!), the interesting news (Leslie Kaminoff writes a Declaration of Independence for Yoga), and the weird news (NYState returns pounds of paperwork to a studio---unopened!).Go to Yoga Dork, a blog I follow and admire, to see my guest post on this issue.Previous posts:New York Times Reports on Licensing Issue June update on Yoga DorkNamaste, y'all!

Brent Kessel, Money Guru, Interviewed on Frugaltopia

It’s Not About the Money

It’s Not About the Money

In May, I was excited to bring you news of Brent Kessel, a financial planner and yogi I encountered at the Yoga Journal conference in New York.His book, "It's Not About the Money," has opened my eyes to the ways we bring our "issues" to money--- in a similar way to how we bring our "issues" to the yoga mat. Only in yoga, there's a way to work them out. With money, secrecy and shame makes it hard to bring hidden habits to light.Brent was kind enough to agree to an interview for another blog I work on, Frugaltopia, (which, as you'd guess, is all about frugal living).I asked him a few pressing questions---about the 8 archetypes that profile the major habits/obsessions/hang ups people have around money, about what one thing we could all do to improve our relationship with money, and how we can avoid or work with our hang ups.Here's one question I asked him: Frugaltopia:Is there one archetype that seems to do better financially than others? Why is that, in your opinion?To see his answer, and read the rest of the fascinating interview, go here, to Frugaltopia. (And then buy his book. Seriously, I'm willing to proselytise: finding Brent and his book is like finding a great teacher.)Read the interview here. Previous posts:"It's Not About the Money," May 2009

New York Times Reports on Licensing Issue

Alison West

Alison West

Today, none other than Arthur Sulzberger's 28-yr old son, A.G., reported on the still hot-ticket issue of licensing New York yoga studios. Thank you, A.G.! Your press helps the cause.

Yoga Association of New York (YANY) was officially ratified on Wednesday, at OM Yoga, at its second official meeting. For more news on what's been happening since I last wrote, see my upcoming post on YogaDork. (I'll remind you!) Alison West, president of the newly ratified YANY, teaching at her studio, Yoga Union. Photo for NYTimes by Ruby Washington.For now, Sulzberger, who attended YANY's first meeting, traces the origin of the conflict to the very creation of the Yoga Alliance in 1999. This attempt at self-regulation, according to Leslie Kaminoff of the Breathing Project, made yoga studios a sitting duck for cash-flow challenged government looking for new sources of income. (A government that thinks yoga's popularity means that studios are raking in the big bucks.)

“We made it very, very easy for them to do what they’re doing right now,” said Leslie Kaminoff, founder of the Breathing Project, a nonprofit yoga center in New York City, who had opposed the formation of the Yoga Alliance. “The industry of yoga is a big, juicy target.”

Sulzberger continues, "In New York State, though, teachers fought back, complaining that the new rules could erode thin bottom lines, contradict religious underpinnings and, most important, shut down every school in the state during an eight-month licensing period."

“It basically destroys the essence of yoga, to control and manipulate the whole situation,” said Jhon Tamayo of Atmananda Yoga Sequence in Manhattan, shortly after receiving one of the warning letters from the state. “No one can regulate yoga.”

The dispute is far from over. But there's a sense that YANY, at least, is in it for the long haul. And, in the immediate, there is some light at the end of the tunnel---stay tuned for my report via YogaDork! (With pics and docs)

(On another note, A.G. Sulzberger's piece marks a nice departure from the usual isn't-that-weird tone that a lot of articles on yoga take. Thanks again, A.G., for taking the cause seriously.)

Yoga Licensing Issue: My Update on Yoga Dork

I'm excited to have a guest blog post on YogaDork today! Yoga Dork is one of my very favorite yoga blogs out there, covering yogic issues with sincerity, humor, pizzaz. (Others think kudos are due, too: YD got a great mention in Yoga Journal this month!) Thanks, YogaDork!The issue at hand: as you know, in early May, New York State launched a smack-down on yoga teacher training programs, suddenly requiring them to apply for costly licenses, and to cease and desist services until all paperwork was done. Needless to say, there was a big freak out.Lots has happened since then. To get the latest on the licensing issue, the changing case of characters, and the power of unity in yoga, go to yogadork.com and read my post!Hasta la vista (and watch for more guest posts on YogaDork about the licensing issue).

"It's Not About the Money"

Lakshmi

Lakshmi

One of the things I enjoyed at the Yoga Journal conference in New York, May 14 - 18, was coming across new, brilliant manifesters of yoga. One was Brent Kessel. After his presentation, I bought his book. I took it on vacation. I read it on the beach. I love him.True, possibly only I could read a book called It's Not About the Money while supposedly relaxing. But I did find his ideas exciting (and he's a good writer). I loved the notion that we live out unconscious stories about money---and we don't need to. As in yoga, we just need to wake up!As an experienced financial planner and a long time ashtanga yogi, Kessel is in a rare position to speak to yogis about money---and be heard. We yogis don't really seem to want to talk about brass tacks. Unless we're forced to, by, say, opening a studio, or trying to make a living as a yoga teacher. But the aversion to seeing---with eyes wide open---that our yoga exists in a money-driven world, is just a form of avoidance. In fact, in some images of Lakshmi, the Hindu goddess of abundance, she is surrounded by gold coins.Our (Westerners) discomfort putting money and yoga in the same thought seems to work us up into a knot. Do we understand why? Not really. So, I'm looking forward to Kessel's workshop tonight at East/West books in Manhattan, from 5:30-9:30. Now that I understand his system, I'm ready for the experience. What money type am I? What are my strengths and weaknesses? What stories do I tell myself about what I can and cannot have? How are they holding me back? To me, this seems as yogic a workshop as meditation or pranayama.I wish everyone abundance and prosperity---and freedom from whatever stories are driving you. Even if we don't care about being rich, we do want to get free, right?

East/West Books:212-243-5995, 78 Fifth Avenue @ 14th Street

Heavy Hitters of Yoga Biz at First YJ Conference

I walked around my Brooklyn neighborhood tonight trying to come back to earth. Breathe! I just got done with the 2-day "Business of Yoga" workshop at Yoga Journal's first conference in New York. I am way overstimulated.Judging from my texts and tweets from Thursday and Friday, I am super glad that I do not run a yoga studio. What a headache! I'm a writer not a marketer!

And yet, I do run yoga retreats, and I do want to write more about yoga and business (and the business of yoga).What I learned: the (global) recession doesn't stop people from opening yoga studios. When Bob Murphy of MindBodyOnline (the next inline to be a big stats provider to the yoga world) asked who was planning to open a studio, about half the people in a room of, oh, 50 -70, shot up their hands. Jeez.

Average annual profit at a yoga studio: 17%. Yes, ladies and gents, it's still a labor of love. And as Connie Chan, founder of Levitate Yoga (which, at 7 months pregnant, she just sold) outlined, owning a studio means dealing with: lawyers, accountants, landlords, NY State, and the Feds, and that's even before you've auditioned teachers, painted your walls, and installed check-in software. Oy! And then there are the licence centers that offer teacher training programs. (See Yoga Dork's astute rundown of the complex---and exceedingly compromising (perhaps crippling)---issue.)

People have come from Russia, Poland, Germany, Canada, Brazil and other parts of South America to learn how to either run their existing business better or how to start on the right foot. Charlie Barnett who left finance in America to open Yoga Flow in Sao Paulo said he couldn't imagine doing some of the (very practical) things that the (very experienced) presenters were suggesting---such as drawing up a budget for his studio. In Brazil, he said, things are about 15 years behind. (Not to mention that you have to monitor the banks down there (money disappears from your accounts) and internet service (including networked servers) cut out at least once a day, leaving you, jack-of-all-trades to get systems up again). As has been the case til recently in the US, in Brazil mingling money and yoga is very much frowned upon. But still a studio's gotta survive.

Ganesh Das, managing director of Jivamukti Yoga School, suggests thinking of money as necessary energy, "At Jiva, money is a form of energy that the center needs so we can use the school as a platform for change in this world. Therefore, you have energy coming into our school through purchases that keep operations going, and it goes to teachers as energy that then goes through their teachings and then comes back to us in a circle."

In fact in the US, says Brent Kessel, financial analyst, ashtangi and YJ columnist on money, says we're moving away from an Innocent/Idealist/Caregiver dominated way of running studios. As more people make career changes midlife, they're bringing more level-headed (Guardian), entrepreneurial skills (Empire Builder) attitudes to running yoga studios. (For example, see Yoga High and Mala Yoga in New York.)Ana Forrest's marketing manager Lynann Politte showed us how to brand: color! image! message! consistency! and Beverley Murphy (Bob's wife) demoed guerilla marketing techniques---yes, those postcards *do* have an effect; yes your most dedicated students are worth your love and attention; yes, you do need to have specials if you want revenue.

All in all it was a pretty interesting couple of days, but as I drift towards bed I've got dollar signs in my eyes where there used to be meditating yogis. Guess that's the bottom line talking, huh?

Yoga Clothes Go Starbucks

Yoga Army

Yoga Army

After reading Yoga Dork last week, I have to admit that my love affair with LuluLemon must come to an end. It's embarassing. The clothing is so well made, lasts forever, fits well, breathes well, but it's just too trendy. When LLLMN set up shop in NY in 2006 (I wrote about it for TimeOutNY), I knew my time was running out. True to form, they quickly swept the city. As a Canuck, I'd already begun wearing their clothes in 2002, when no one here cared. (Vancouverites cared though; my friends called it attire for teeny-boppers. They couldn't believe I wore it; they wouldn't go near it themselves.) But now it's like I'm a freaking ad. It's just not cool. (And you can't black out that ubiquitous shiny silver logo, I've tried.)

Now, just to cement my fears, Forbes announces that Christine Day, former head of Starbucks' Asia Pacific Group, is heading up LuluLemon as CEO, making the standardized latte culture--standardized yoga culture link ultra clear. Uh oh.Forbes says, "Lululemon fits Day’s easygoing personality and seriousness of purpose. And, like the one-time coffee juggernaut, the yoga-centric clothing company focuses on cult-like customer loyalty; thorough, mandatory staff training on new products and customer service; and innovative marketing. "Sigh. Innovative, yes, but just a bit too clubby.Luckily at Easter brunch today I heard about Yoga Army, an LA-based yoga wear company. Only problem is, none of their dresses look like anything I could wear to class. Yoga Army is a "yoga look" for out on the town. "Yoga street," as one of my brunch companions noted. (But how "street" is a red-silk, one-shoulder dress at $594? Or a fringed-leather vest for $200?)Yoga Army was smart: it dispensed with the yoga.Not so for the LA labels Beyond Yoga (at the mind-bending URL, www.iambeyond.com), OmGirl (includes a T with a charity bent), all mentioned in Los Angeles Magazine, March 2009, where lifestyle and yoga creepily creep together.And once-small companies such as Blue Canoe and Hyde (Hyde has product endorsement from Deepak Chopra front and center on their home page) seem to aspire to similar ends as the now gigantic LLLMN---so does that make buying them just the same sin under a different label?(And speaking of labels, the price-tags on all of these organic, single-source, almost edible threads are s-t-e-e-p---no cheaper that the Big Lemon's.) So, what's a non-label-loving girl to do? Take refuge in American Apparel and call that anonymity? Wear Nike like a rebel?

Inappropriate Yoga Guy "Edits" Yoga Journal

To mark April Fool's Day, Yoga Journal sent out a fake press release announcing that Inappropriate Yoga Guy, the crotch-grabbing, breast-oggling liability called Ogden, would be installed for a 6-month editorship at Yoga Journal, the giant of yoga magazines. Of course, it's a traffic-driving spoof to get a younger demographic on to the magazine's site. It's also an ad for the 5-part web series on Odgen at the helm at YJ. View the laugh-out-loud trailer here:Beginning last Wednesday, the first episode of the series is available on the YJ Web site. See episode 1 here. ( See episode 2 here!) Notable excerpts from the YJ press release: "Tough times demand creative solutions. In a surprise move that is already rocking the magazine industry, Yoga Journal Magazine announces it has hired Ogden, also known as "The Inappropriate Yoga Guy," as its new editor.Ogden, the YouTube sensation, already has millions of fans who have watched him bumble his way though yoga classes, offending his female classmates and annoying those around him."Anyone who can dream up the cover line 'Yoga and Knives: What Took Us So Long?' is truly a publishing genius," says Patricia Fox, Yoga Journal's General Manager."It's no secret that in this economy, magazines have taken a hit. We are certain that Ogden's unique character and consistent record of thinking outside the box will not only increase revenue, but also bring tens of thousands of new users and readers to our website and magazine."With Ogden's high-jinx now front and center on the ultra-yoga corp's site, maybe we'll see a jump in the number of dudes doing yoga. Or, ahem, checking it out.(FYI about 700,000 more men were practicing yoga in 2008 compared to 2004, according to---you guessed it---Yoga Journal's own demographic studies.)

Are you a "Whole Foods Woman"?

Do you do yoga?

Do you have "eco-guilt" (it drives you to buy expensive products because they are green and good for you)?

Must you have a reusable water bottle?

Is buying conventionally-grown produce a betrayal of your core values (even when organic is twice as much)?

 If yes, then you might be a WFW--a Whole Foods Woman. 

The "Whole Foods" woman (in New York, at least) has existed since the supermarket/lifestyle chain opened its NYC location on 14th street in Union Square a few years ago. Once we got over the shock of having a centrally-located grocery store that was clean, offered edible produce, and wasn't overrun with rats, we started to develop preferences and tendencies never before possible. (Goji berries? Organic flax seed oil? Say wa?) 

WFW's counterpart, according to this article on Sigg water bottles, is the "Geek Chic" guy, who is still proudly into Radiohead and Converse sneakers (so over already). (Although, I think the write might be off about this pairing. The WFW seems like a single professional, whereas the GCG seems like he just graduated from high school. Or am I really in denial about the differences between men and women?!?!)

One thing the writer is definitely *not* off about is the crazy profits on Sigg water bottles. This Forbes article is  worth a read. Since 2005, Sigg has enjoyed 130% increase in sales each year. The article says, "At $70 million, the U.S. market represents over 70% of Sigg Switzerland's overall sales." Yikes, guys! We forget that doing good, going green, still makes someone a lot of money: We are all just consumers after all. Bummer.

And get this: they jacked the price by 25% to make us buy the damned bottles. Yes, we're all a little bit gross. 

True confession: I own a Sigg bottle. It is cute, but also heavy, and I don't love the narrow mouth. Maybe if I had the best-selling, Bollywood-influenced design called "Maha," though, I'd feel differently. For now, I prefer to sip from the wide-mouthed Nalgene when I'm at my desk.

(I'm just racking up bills pursuing my consumer rights to sample them all, aren't I?)