The Weekly Digital Magazine for the Active Lifestyle Market ISSUE 1620 May 16, 2016
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The Weekly Digital Magazine for the Active Lifestyle Market
ISSUE 1620May 16, 2016
2 SGBWeekly.com | MAY 16, 2016
MAY 16, 2016 | SGBWeekly.com 3
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The Weekly Digital Magazine for the Active Lifestyle Market
ISSUE 1620May 16, 2016
MARKET REPORT
5For Studios and Clubs, Customer Loyalty Is in the Details
17Industry Calendar
ONE-ON-ONE
7Kathryn Budig, International Yoga InstructorGoing big in the yoga industry while staying true
FEATURES
10Vinyasa On VenusThe modern yogi searches for apparel and equipment to satisfy their personal flavor
1510 Reasons For Your Customers to Try Paddle Board Yoga
Cover photo courtesy Manduka
MAY 16, 2016 | SGBWeekly.com 5
MARKET REPORT
FOR STUDIOS AND CLUBS, CUSTOMER LOYALTY IS IN THE DETAILS
Why exactly do members cancel classes, switch studios and take their dollars to another loca-tion? A retention report released in April 2016 by Listen360 found the devil really is in the details when it comes to dissatisfying members and growing customer loyalty.
Listen360 analyzed more than 9,000 customer survey responses to learn which aspects of the customer experience had the most impact on customer loyalty in various segments of the fit-ness and health industry.
The survey identified that the overall fitness experience can be hindered by variables as triv-ial as poor communication between members and staff, changing room appearance and even temperature and airflow issues. These hindranc-es were constituted in the findings as “barriers.” At the top of this list: equipment, followed by changing rooms. Other factors that played into survey responses were clubs and classes being too expensive compared to their value.
Surveyed individuals were pooled from 66 randomly selected fitness and health locations ranging in specialty from yoga, Pilates and large, middle and small scale fitness centers, among others like spas, dance & music and children’s programs.
Among fitness centers, the key drivers caus-ing customers to express loyalty or dissent were based around sentiments toward the instructor, teacher or coach. Other big influencers which may seem menial to club owners and operators but actually made the difference to consumers were spaciousness/crowding and convenience of hours/scheduling.
consumer. Furthermore, the study put forth that these “delighters” greatly improve customer loy-alty (when performed right). However, if they are absent there is no damage.
“At the brand level, the delighters are your brand’s differentiators that will make you stand out above the competition,” said Listen360 Executive Vice President Richard Thomas in the presenta-tion of survey analysis.
After picking through more than 9,000 member responses, Listen360 ended its of-ficial report “Text Analysis of Net Promoter Score Surveys,” with a few tips we’re passing on to gym operators. Ping us on Facebook or Twitter @Sportsonesource in response to whether you saw improvements after follow-ing initiative to improve one or more of these suggestions.
• Yoga: Focus on good instructors, conve-nience and the peacefulness of the environ-ment to drive loyalty.• Wellness: Results are expected, the service can make or break the experience, friendliness delights.• Pilates: The class and instructor drive loy-alty; high prices will be a barrier.• Martial Arts: Price, parking, safety and not feeling crowded are minimal expectations.• Dance: The lesson, the teacher and the level of friendliness can make or break it.• Fitness, small to mid: Crowding, limited availability and inconvenient hours hinder loyalty.• Large fitness: Cleanliness, staff, equipment and friendliness are critical to the experience.
Graphs courtesy Listen3, April 2016 Retention Report
“Across segments, the people delivering the service are a key driver of the experience: they make or break or break it,” said the report.
In a similar vein, whether the surveyor was responding to a class, club or spa, a friendly at-mosphere/environment was the most common “delighter.” According to the study a “delighter” is a “wow factor” that is not expected by the
6 SGBWeekly.com | MAY 16, 2016
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ONE-ON-ONE
Kathryn Budig, International Yoga Instructor
Going big in the yoga industry while staying true.
By Morgan Tilton
8 SGBWeekly.com | MAY 16, 2016
Do a quick Google search for Kathryn Budig and you might think you’ve stum-
bled upon rock star. She’s gorgeous, fit, chic, glows with confi-
dence — and she’ll joyfully lead you in your next vinyasa class. At 33 years old, the internationally renowned yoga instructor’s expertise is backed by more than a decade of experience including writings in Yoga Journal and Women’s Health.
In an avant-garde approach, her poses have occupied billboards for Under Armour’s ‘I Will What I Want’ campaign, and challenged con-temporary stereotypes of yoga through Jasper Johal’s nude captures of her for Toe Sox ads.
Inarguably, Budig has created a successful career that blends yoga, travel, health and com-munity — a combo that’s challenging on the in-dividual level, let alone in a still-burgeoning in-dustry: 36.7 million people practice yoga in the U.S., up from 20.4 in 2012, according to the 2016 Yoga in American Study.
Though, even amidst the spotlight, scroll through Budig’s Instagram and you see a woman that pokes fun at her acne, exhaustion and dogs. SGB caught up with this down-to-earth, Kansas-native on the heels of her recently released (and second) book, Aim True, and talked about how she’s taken her talents from the yoga room to the masses. In true form.
Tell us about the premise of Aim True. Aim True breaks down a life philosophy that came to me in 2010. Inspired by the Greek goddess Artemis, I read a line in a prayer that said, “aim true,” during a time when I needed help and support. The idea changed my life, and I real-ized it could help people on a universal level. Now, I’ve been teaching the philosophy for years. It was only a matter of time before I put it down on paper. The book shares how this phi-losophy is applicable to life, and daily exercises that apply to how you view your physical body and your food, how you cook your food, how you interact in your friendships and relation-ships, and how yoga is a tool for tuning your mind and for mediation.
When did the idea for ‘aiming true’ come to you? I was living in L.A. and going through a phase in my life when I really wanted to be loved and in a relationship. I was tired and not hav-ing any success at all. With this idea I realized that I don’t need another person to complete me. It was a gentle reminder that I can’t look to other circumstances and people for happiness: it comes from my own self worth, which gave me
a platform and inspiration that I could offer to other people and my students.
As an international teacher, how do you strike a balance with healthy eating and living life on the road? It’s important to know what makes us feel good and to stay open for experiences. I feel good if I cut out dairy, gluten and grain. I cook that when I’m home. On the road, I’m open to experiencing the culture and cuisine, which in-spires me as a cook. I’m not horribly strict: it’s about balance. I won’t have a huge bowl of noo-dles, but that doesn’t mean I’m not going to try it.
What are your top three pieces of advice for achieving a holistic approach to yoga, diet and mindfulness?
• Know your body. We are all wired so indi-vidually. You have to figure out what makes you feel good. Don’t let others’ opinions or rules influence you. • Enjoy being a beginner. There’s no use in rushing anything. If you don’t understand something, it doesn’t mean that you’re lost. It means you have a reason to show up to learn more. • Nothing is set in stone. It’s never too late to reinvent yourself. That goes for any aspect of your life: work, relationships and circum-stances. If you are not feeling alive, I truly recommend making that change. Never tell yourself that you’re stuck.
How have you differentiated yourself in a satu-rated, growing market? I never feel the need to stick to a blueprint. I try to listen to what I get
fired up about, what excites me, and to follow that path. People may tell me that an idea is not going to work, but I stick to my guns on what I think is going to be successful and what impas-sions me. If I am not fired up about it, then it will not affect other people. I stay honest with who I am, my voice and what I want to put out into the world. I try to be me, unabashedly.
The ToeSox ad campaign stirred some con-troversy: What’s your overall opinion regard-ing marketing in the yoga industry? Before I sign up to do anything — like a contract to work with a company or a social media post — I make sure that I believe in it 100-percent. That doesn’t mean that everyone else will be-lieve in it 100-percent. I will never do some-thing because it’s a good paycheck. Anything that I do backs up my belief system. As long as it is, I’ve become proficient at drowning out expectations of others.
The stress that goes along with running a huge business could easily counteract the philoso-phy that your life and work embodies. How do you overcome those challenges? A lot of people in the yoga world have the sentiment that work-ing at a high level is not good, and that yogis should be happy working on a small scale. I don’t believe in that. I believe that we all deserve to have reach, and if you’re gifted you should share your talent. If you are pursing something you fully believe in then there should be no shame. Of course, I would not do an advertisement for McDonald’s for a million dollars — I have to be-lieve in their manifesto.
MAY 16, 2016 | SGBWeekly.com 9
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Photo courtesy Stonewear
Vinyasa On VenusThe modern yogi searches for apparel and equipment to satisfy their personal flavor.
By Jahla Seppanen
MAY 16, 2016 | SGBWeekly.com 11
Yoga – a word first written in ancient Rig Veda text, is now a $16-billion-dollar in-
dustry with roughly 36.7 million practitioners in the U.S. alone, according to the 2016 Yoga in America Study done in part by Yoga Alliance and Yoga Journal.
Of these consumers who open their pocketbooks for classes, gear and equipment, 74 percent are fairly new to the market, having began their practice within the last five years.
The rush of new yogis is changing the market, as more boutique and big box brands emerge to outfit the consumer with unique designs and patterns, while marketing a meditative story that reaches into the heritage of the practice. At the same time, there has been a wave of crossover among the yoga, fitness, outdoor and lifestyle categories.
Yoga apparel sales at industry retail are down 8.5 percent in units and 17 percent in dollars over the past 52 weeks, through April 30, 2016, according to SSI Data*. That suggests some pric-ing pressure as more brands compete for a slice of the pie. And the decline doesn’t necessarily mean that the practice isn’t continuing to grow through other markets — eg., a fitness shirt that works fine for yoga. On the yoga equipment
side (mats, blocks, balls, etc.) SSI Data* shows sales down 3 percent in units and 11 percent in dollars over the past 52 weeks.
“This Is Who I Am. I Practice Yoga.”Today’s yoga brands and stories are finding suc-cess by not only focusing on the practice, but its practitioners. Multi-function apparel that is versatile and studio-to-street dominates the category. Popular brands from Manduka, Prana and Zobha, to smaller boutique companies like Yoga Six and Stonewear Designs, all agree on this style principle going forward to the latter half of 2016 and new lines being developed for 2017.
Patterns, prints, mesh, scuba, leather and slo-gans do the work to help yoga users create an identity tied to the practice. This holds true for equipment as well, particularly mats.
“People will have crazy mats that retail at $100-plus and have a standout print on them, like a galaxy,” said Cassie Strid, product line manager at Stonewear Designs and certified yoga instructor. “The style is wilder than I’ve seen be-fore – very loud and bright. Yoga is supposed to be this spiritual letting go of ego, but I’m seeing it diverge into a mass consumer area where the
consumer is saying, ‘this is who I am, I practice yoga.’ That’s why your mat and apparel have to look good and be consistent with that image.”
Other popular style pieces for next season include leggings with unique prints (as opposed to classic black), like GracedByGrit’s mermaid leggings, and options from Zobha with inter-galactic and jacquard patterns, along with color blocking. Layering pieces will be popular for Spring 2017, especially among brands that do a large portion of sales through partnerships with boutique or franchise studios (i.e. Corepower). Across all apparel, consumers are leaning toward cozy and soft to the touch, as opposed to traditional performance-feeling pieces.
Cozy But Conscious But just because apparel feels luxurious doesn’t mean it loses function. “Although yoga apparel inspired by fast fashion and hot-off-the-runway style excites consumers, this endless barrage of newness has also increased the value for time-less, high-quality pieces,” said PrAna VP of Design and Merchandising, Ellen Krimmel.
Material has emerged as a most-desired fea-ture consumers are looking for from their Yoga apparel. The fabric and method of creation must
Photo courtesy Graced By Grit
12 SGBWeekly.com | MAY 16, 2016
be done with performance and sustainability in mind. “We’re aiming to make our products even more functional by adding cut-out details and mesh inserts to increase ventilation,” said Jennifer Vathanadireg, director of marketing at Zobha.
Yoga Six Retail Manager, Jennifer Quinn, added, “We’ve seen a huge evolution in materi-als, construction and style over the last couple years. I think we’re all excited to see where that technology takes us.”
In regards to emerging yoga equipment trends, Quinn added, “Like activewear, innovation in equipment comes in the form of technology and materials. A decade ago, Manduka, one of the largest manufacturers of mats, sold one type of mat. That mat is still around, but now they have a handful of different types, each with its own unique construction, purpose and price point. The same has happened with blocks and towels.”
Through the expansion of new products and apparel, big and small brands alike have noticed the growing competitiveness in the industry. With so many new players having jumped on the Yoga bandwagon in the past five to ten years, we’re nearing the point where only the survivors
will remain in operation, “staying relevant in a saturated market with innovations in design and fabrication,” said Vathanadireg with Zobha.
Satisfying Different Consumers For many consumers, it’s all about the equip-ment and apparel. But herein lies the secret to why Yoga will continue to grow as a market, whether the consumer is older, younger, likes to spend more, or spend less: You need very little to practice. In fact, one school of consumer takes preference over the less-is-more mentality.
Some brands target the loud consumer with bright hues and Om-mantras silkscreened on its tanks, while others are moving forward with a subtle approach. “We lean toward a less-is-more design — carefully constructed women’s bralettes and crops paired with high-wait bottoms,” said Manduka Vice President of Product, Joanne Sessler. After all, there is a huge segment of the market who prefer basics to prints.
Manduka is working to show love to male consumers alike, bringing a new collection in-spired by surf and traditional sports, working with patterns like herringbone.
New consumers are also being drawn in thanks to novel crossbreeds of Yoga, including sculpt classes that involve weights, Acroyoga combining acrobatics and yoga, and hot fusion classes with pop soundtracks or live DJs. “There has been a lot of different styles branching off, because the western ideal of yoga is to make it your own,” said Katy Paulson, studio manager at The Freyja Project in Denver, CO.
The last and largest overhaul of new yoga con-sumers are coming from the fitness realm. “A trend we’re seeing in the industry is this desire to redefine fitness, incorporating a wholebody experience that moves into the mental body and maybe even spiritual,” said Alex Jarboe who runs Yoga Pod Business Development and Fran-chise Opportunities. “We have a heavy focus on first timers, who might look in the studio win-dow and see a dumbbell and therefore feel more comfortable walking in to try a class.”
For the modern active-lifestyle consumer, fit-ness doesn’t mean running on a treadmill and do-ing strength sessions. It means running, strength and yoga. “People have become very interested in the mental clarity and stress reduction that comes about from the practice,” added Jarboe.
Photo Courtesy Manduka
MAY 16, 2016 | SGBWeekly.com 13
Come One, Come All According to yoga instructors SGB spoke to from NYC to L.A, the modern yoga practice is quickly changing to make itself more available to the core fitness consumer. And why not? Yoga Alliance and Yoga Journal found 79 percent of yogis also run, cycle, lift weights or participate in at least one other athletic activity. And fur-thermore, once consumers find a practice style they enjoy (Yin, Vinyasa, Bikram … the list is endless), they are bringing the practice out of the studio and into their homes. A whopping 81 percent of yoga students report having prac-ticed outside the studio.
Bringing the studio to the living room is a natural extension of the practice, since the tools remain consistent. Mat, strap, block, bolster. “It’s pretty traditional equipment,” said Danielle Dugan, managing teacher at Pure Studio East in NYC. “A few years ago the market was flooded with new props and clothes. That market will shrink because not every player can survive. Whatever new blanket comes out, you end up
going back to the old Mexican weaves seen in every studio and not purchased from a well-known brand.”
Dugan also attested to the two schools of consumer currently dividing the yoga category. “You have the person who is there to exercise, they do hot power classes, run, cycle and do CrossFit, then there’s a big reemergence of the more classical yogi, doing styles which have been around for centuries.”
Just because a rash of classic Ashtanga studios (a method involving synchronized breathing and progressive poses to produce internal heat) is popping up in every major city doesn’t mean apparel and equipment brands are left out of the equation. These more traditional studios are still including a product rack or display with an as-sortment of labels and styles. Remember: The more traditional practitioner isn’t exclusively buying more traditional clothing; they may want to meditate on a Milky Way galaxy mat.
The last big reemergence in the yoga space is the trend of therapeutic practice. Older
consumers are interested in the category and brands are being highly responsive with a come-one-come-all mindset. This is why brands are being conscious to offer collections in a range of sizes to suit all body types, and continuing to come out with new blocks and straps, which help modify poses. Modifying equipment that in other fitness modalities may get a bad rep for being “easy” is promoted in yoga — another reason new consumers enjoy their initial experience and agree to come back a second time.
Because once they come back a second time, they invest in a mat. Then a third time, they in-vest in a pair of leggings. Before you know it, they’re doing headstands across the Andromeda constellation.
*SSI Data, powered by SportsOneSource, col-lects and analyzes point-of-sale data from more than 20,000 retail doors across nine channels of distribution. To learn more call 303.997.7302.
Photo Courtesy Manduka
14 SGBWeekly.com | MAY 16, 2016
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10 Reasons For Your Customers To Try
Paddle Board YogaBy Jahla Seppanen
Paddle board yoga is a jump-off trend from the popular SUP movement, as active life-
style consumers take to the water to practice some om. Often shrugged as a fluffy hobby, the activity is a mind-body punch that can improve performance in other core sports like running and cycling, while for retailers, it’s another op-portunity for hardgood sales and to engage through local paddle board yoga events.
Excuses that stopped consumers in the past might have sounded like: I’m not flexible enough, I don’t live close to an ocean or lake, it looks too easy for my training routine, or I don’t
have a group to go with. Here are ten rebuffs to obliterate the alibis.
1. Double-Whammy: According to the Ameri-can Osteopathic Association (AOA) (doctors li-censed to practice both medicine and surgery), yoga is a healing system that can lessen chronic pain, help balance the metabolism and increase flexibility. Add these perks to the calming effects water has on the brain, plus the excitement of trying something new and you have an experi-ence consumers will remember (and most likely return to).
2. Retreats: Many retailers and studios pro-mote seasonal retreats that further connect their members to the brand, retailer or studio. These retreats double as a vacation for the consumer, who returns home feeling healthier and con-nected to a new community.
3. Core: Yoga on solid ground is great for developing your core — which is the power-house for any workout. Water adds an extra element of instability, so users are forced to con-tract all the muscles in the abdomen. “There is so much more balance and stability required on
Boardworks Joyride FlowPhotos courtesy Boardworks
16 SGBWeekly.com | MAY 16, 2016
the SUP,” said Boulder, CO-based yoga instruc-tor Sarah Bonsall. “So-called ‘standard’ poses, such as crescent lunge, are a lot more challeng-ing than they would be on solid ground, making it a necessity to maintain focus and fire up your core to do any yoga pose on the SUP.”
4. Hitting Crow: The joy of accomplishing a hold can only be compared to hitting a PR. “It’s super challenging in paddle board yoga, but that's what makes exploration and new success that much more rewarding,” Bonsall said. Work-ing to a goal like pose stability also builds coping skills and concentration, which are key benefits outlined by the AOA.
5. The Studio: You’re practicing on the wa-ter which means more sunlight, greater sights and no cell phones. For busy parents or young people, it allows them a chance to ditch the elec-tronics for an hour and touch-base with nature.
6. Fall 9 Times, Get Up 10: You will wobble. You will fall. But that can be great for a couple
reasons: One, you’re falling into the water, so you get a cool down and no pain for fumbling. Two, trying and falling brings us back to being a child. Practice becomes play and you learn to laugh at yourself and not take things so serious. Enjoying failure and seeing it instead as trying something new and learning will make you a better person overall.
Pro Tip: Maintain balance on the water by keep-ing a steady breath (the tendency is to hold your breath creates a lot of tension in the rest of your body), focus, have perseverance, read your body, make adjustments, explore your limits and cross train — especially stabilizer muscles in your legs and ankles.
7. Joyride Flow: This killer SUP board made by Boardworks, $1,099 to 1,350, is a full soft deck designed around stability, with a yogi mandala print. Retailers and studios should expect be-ginners to be the bulk of their attendees, so lighter, wider boards with flat rockers and thick foils are more welcoming. The Joyride Flow
board is also shorter, making it easier to carry and transport.
8. Variety: There are more than 100 different styles of yoga, so one school or method is sure to fit what every consumer needs and wants. Va-riety also means it’s never a dull workout, and the wingspan to include a range of consumers is there.
9. Social Hits: Plenty of sweet Instagram and Facebook photo opportunities. (Tip: Have them tag your retail shop in the photo for extra exposure.)
10. Cool Instructors: Paddle sports instruc-tors have that hang-loose surfer attitude, while yoga teachers have the wise quotes and gentle spirit. Combined, you’re looking at one cool instructor that will make the class easier to come back to, and inspire consumers to make apparel and hardgoods purchases based off recommendation and style inspiration.
MAY 16, 2016 | SGBWeekly.com 17
TRADE ASSOCIATIONS BUYING GROUPS
Athletic Dealers of America1395 Highland AvenueMelbourne, FL 32935t 321.254.0091athleticdealersofamerica.com
National Shooting Sports FoundationFlintlock Ridge Office Center11 Mile Hill RoadNewtown, CT 06470t 203.426.1320 nssf.org
National Sporting Goods Association1601 Feehanville Drive I Suite 300Mount Prospect, IL 60056t 847.296.6742nsga.org
Nation’s Best Sports4216 Hahn Blvd.Ft. Worth, TX 76117t 817.788.0034nbs.com
Outdoor Industry Association4909 Pearl East Circle I Suite 300Boulder, CO 80301t 303.444.3353outdoorindustry.org
Sports & Fitness Industry Association8505 Fenton Street I Suite 211Silver Spring, MD 20910t 301.495.6321sfia.org
Snow Sports Industries America8377-B Greensboro DriveMcLean, VA 22102t 703.556.9020snowsports.org
Snowsports Merchandising Corp.235 Cadwell DriveSpringfield, MA 01104t 413.739.7331Snowsportsmerchandising.com
Sports, Inc.333 2nd Avenue NorthLewistown, MT 59457t 406.538.3496sportsinc.com
Sports Specialists Ltd.590 Fishers Station Drive I Suite 110Victor, NY 14564t 585.742.1010sportsspecialistsltd.com
Tennis Industry Association1 Corpus Christi Place I Suite 117Hilton Head Island, SC 29928t 843.686.3036tennisindustry.org
Worldwide 8211 South 194thKent, WA 98032t 253.872.8746wdi-wdi.com
INDUSTRY CALENDAR MAY22-25 NSGA Management Conference and Team Hilton Head Island, SC
JUNE9-10 Womens Running and Fitness Event Chicago, IL
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17-19 Athletic Business Conference & Expo Orlando, FL
29-30 The Running Event Orlando, FL
DECEMBER1-2 The Running Event Orlando, FL
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