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78 DAYSPA | JULY 2015 MARKETING SAVVY Pose for Thought Could a yoga offering at your spa boost profi ts and increase your clientele? By Rachel Kossman Yoga is an ancient tradition, rooted in helping individuals cultivate endurance and balance on the inside through the development of physical strength. There's no doubt that concept goes hand-in-hand with a spa's objective of pampering clients' bodies to help relax their minds. There's also no doubt that yoga has slowly, but surely, become a nationwide trend— whether your spa is in a major city or a small town, this ancient form of exercise and spiritual well-being is practically unavoidable. And if your goal is to evolve into a wellness-focused spa business, you may be ask- ing yourself, "Should I be adding yoga classes to my spa menu?" It's a complex question to tackle, but dis- cerning the answer may be simpler than you imagine. "Start with examining your brand," suggests Liz Galloway, founder of the media wellness consultancy group The Lotus Effects (thelotuseffects.com). Does yoga seem aligned with what your clientele is seek- ing? Ultimately, the decision to add yoga should spring from the desire to better serve your guests. If your spa takes a holistic approach to skin care or offers body slimming or diet-focused services, incorporating a wellness offering like yoga could be a no-brainer. Although it's important to remember that what draws clients to your spa is most likely your expertise in skin care—"A lot of day spas get themselves into trouble when they try to please everyone," Galloway cautions—there are instances where yoga has a place. "If you're confi dent there's a demand in your locale, yoga fi ts into your branding and there's no immediate competition in the surrounding area, I'd say go for it," encourages the consultant. ENLIGHTEN YOURSELF In contemplating whether a yoga component would be well received at Regeneration Salon & Spa in Columbia, Missouri, owner Marcie Olivas sent out a simple survey to clients. "We asked them what they would want and expect from yoga at our spa," explains Olivas. "We found two important things: they wanted private, individual or buddy sessions, and they wanted those sessions customized for their PHOTO COURTESY SPA LAMAR