Small Business Spotlight: Interview with Yoga Instructor
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Today’s post features an interview with a personal friend of mine, Devann Sheuerman. Devann is a yoga and meditation teacher, who started a yoga business called Devann The Yoga Goddess. She’s based in San Jose and loves to teach, whether in the studio or at special events. Her passion is to help others find their inner peace and purpose by promoting mindfulness of spirit and body. Her classes are filled with a variety of tools to help students attain this enjoyably and effectively. You can follow along her journey on Facebook and Instagram. Her story is incredibly inspiring, I hope you enjoy!
Tell me about your business and your background
I grew my yoga business, Devann The Yoga Goddess, originally in Orange County, CA. Yoga was always more of a lifestyle and a holistic way to take care of myself – mind, body and soul. When I was a little kid I would practice along with some yoga DVD’s my mom had in my living room. I was very much into sports and had a dance background growing up, so eventually when I dove into my yoga practice it came naturally to me. When I got into my teens I started practicing more regularly and more for stress relief. Since I knew a lot about alignment and had flexibility from dance it was a natural transition.
It wasn’t until my early 20’s where I decided to do what I truly loved and become a yoga teacher. Since then, I’ve taught all over California and have traveled to other states to teach. I became prenatal/postnatal yoga certified as well and work closely with prenatal/postnatal students. I teach meditation at fire stations, work with wellness companies, and teach special events such as pre-wedding yoga and kid yoga. I also write a column for the Fire Fighters Association.
I make all my classes, events, and private sessions accessible to any level and I love to teach! My goal has always been to help others find a wholeness within themselves and even though now I’ve been teaching for many years it still feels exciting and enjoyable. Yoga feels like my offering to the world.
Is this something anyone could learn to do? Would you recommend it?
Yoga is for everyone! Every body shape, size, and background. I’ve worked with prenatal/postnatal students, students whose doctor recommended they start taking yoga, and with students from all ages, with many different injuries. You have to find a teacher who you connect with and whose style of teaching you love.
As far as teaching, the business side you have to stay motivated. There’s a lot that goes on behind the scenes between classes. I’ve known people that have gotten certified in yoga for their own personal practice and some who only teach a class or two a week. You have to find what works for you! I always knew I wanted to teach full time and from there it’s grown in so many directions I couldn’t have even imagined at the beginning!
Is there any special schooling or certifications you need to get started? How much money goes in to getting certify/getting your business started?
This is a great question! If you want to teach anywhere professionally you have to start with getting your 200 hour certification from a yoga school. Normally yoga schools are thousands of dollars. In terms of how much it costs to start your business, it depends on where you are at and how much you can afford to spend at the beginning. When I was starting out as a teacher I was very frugal since I was a young adult figuring life out.
You can put a ton of money into advertising which is great, but I’ve found the best way to get business has been by word of mouth. I also research companies or studios I’d like to work with and then call or email them. You have to start the conversation. Social media has been huge on building a following and a great way to let people know where you teach and what you do. Every entrepreneur runs their business how they need to, but sometimes the best thing to do is be patient, work hard and let your business grow!
What are the typical rates per class/session for yoga instructors?
As an industry average, yoga instructors can make a range of a donations based class to over $100 per class. This rate depends on a variety of factors including location, experience, class size, and type of class.
How many hours per week do you work? What is your typical schedule like?
I teach 5-6 days a week and the days I’m not teaching I’m doing all the behind the scenes tasks. I always have my local 7-9 classes per week, but there are weeks where I’ll be teaching 16 classes per week! Sometimes that includes events I’ll be teaching at, traveling to, or private sessions with students. Typically I’ll teach a class or two in the mornings, afternoon, then at night. In between classes I’ll be returning emails, planning classes, practicing myself, and working out when I can.
To prevent burnout I’ve learned over the years to rest more, take more time for myself to practice or workout when I’m starting to feel overwhelmed and tired. When I know I have an extra busy week of teaching or traveling I make sure I’m sleeping more and taking mini breaks midday. This makes those extra busy weeks doable and I enjoy it when I’m rested and making my health a priority.
What made you decide to start your own business?
I come from a family where most of us run our own businesses so it felt like second nature to do the same. I’m also very passionate about what I do and wanted to design a life I was excited to wake up to every day and fulfilled by.
How have you been able to grow your business so quickly? Where do you see your business going in the next 1-3 years?
I first grew my business in Orange County, CA, but moved to the Bay Area this past year. It was scary to leave a grown business I worked tirelessly building for years with longtime students and companies I worked with, but it was time to grow and expand. I moved to the Bay with only a couple of contacts, but I sought out and talked to studio owners and other teachers I met up here. I knew that I grew my business before and that I could do it again. You just have to go for it! I always make sure to keep an open mind to where my business can take me, and when I do that there tend to be very exciting things that pop up! Within 1-3 years (besides keeping my local weekly classes) I see more traveling for my business to teach at events and teach at more festivals, which I love.
What’s the best business advice you’ve ever been given?
There’s been so much great advice I’ve received from mentors, family, and other teachers I follow. The thing that has always stuck is, “Do what you love and you’ll never work a day in your life.” Now being a business owner there are a ton of behind the scenes “work type things” that have to get done since you are the one that wears multiple hats. Since I grew up seeing all of that I know it’s just part of business and the behind the scenes stuff is what allows me to do what I love – teach.
Who is someone you’re inspired by?
For years I’ve followed teachers Kathryn Budig and Chelsey Korus. They have been daily inspirations on good and bad days and are ‘real’ online when it comes to the teacher’s life.
What are some things you’ve learned throughout this process?
There are ups and downs when owning your own business, but through those tough times I’ve learned it gives me the time and space to create for the next level. You have to keep evolving personally and professionally. I’ve also learned, especially the past couple of years, to rest. I used to go all day without rest, but now I know if I’m teaching multiple times a day it’s ok to sit for a bit and even nap if you need to! (That’s something I think every business owner can relate to). Sometimes you’re up until 10pm after working to return emails and catch up on what you weren’t able to do throughout the day, but taking a mental break is key!
What are your favorite parts about being a yoga instructor? What are your least favorite?
My favorite parts are that I get to help people find peace, strength and empowerment through teaching. I also love that I get to practice multiple times a day with multiple students, create classes, and hold peaceful space for whatever my students need that day. I’ve had students dealing with physical and mental challenges come up to me and tell me how class has helped them tremendously. That’s what I love, to see that what I’m teaching is actually connecting and helping others.
It’s hard to choose something that’s my least favorite, since I very much enjoy what I do. If I had to choose, I guess it would be having to wear multiple hats 24/7. It’s doable, but it would be nice to have an assistant, which I do see having in the future for the ‘office behind the scenes’ type things I can’t always get to right away when I’m teaching so much.
What advice would you have for people wanting to start their own business?
Work smarter, not harder. Also know at the beginning you will have to work really hard if you want to build something sustainable. Remember why you do what you do and remind yourself of that constantly! It will keep you on track.
How would you define “success” for your business?
To make a positive change in my students’ lives and in the world. When I get students that come up to me, (especially the ones that have been dealing with mental and physical challenges like I mentioned before) and tell me how my classes have helped them, it feels amazing. Feedback like this makes me feel like I accomplished what I’ve set out to do.
Related Reading: Small Business Spotlight: Interview With Freelance Makeup Artist
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