Nature Yoga Final White Paper Deliverable (1)

2015

Charlie Gagliano, Sam Hill,

Maria Hreska, Ellen

Schmidtke and Adam

Squinto

Nature Yoga Final

Deliverable

5/1/2015

2

Table of Content

Section 1: Executive Summary ...............................................................................................................3

Section 2: Background .............................................................................................................................4

Section 3: Solution ....................................................................................................................................6

Section 4: Conclusion ............................................................................................................................ 10

Section 5: Works Cited .......................................................................................................................... 13

Section 6: Appendix: Visuals and Examples ..................................................................................... 14

Exhibit 1: Questionnaire administered ....................................................................................................... 14

Exhibit 2: SPSS data output .......................................................................................................................... 21

Exhibit 3: Initial Key-Informant Field Notes- January 27th

, 2015 ....................................................... 74 Nature Yoga Visit – January 27, 2015 (by Maria Hreska) ..................................................................................................... 74 Nature Yoga- (by Adam Squinto and Charlie Gagliano) ....................................................................................................... 76 Initial Client Meeting (Nature Yoga)- By Ellen Schmidtke .................................................................................................. 77

Exhibit 4: Focus Group Information ........................................................................................................... 79

Focus Group Interview (conducted by Adam Squinto) ..................................................................................................... 80 Focus Group Interview (conducted by Charlie Gagliano) ................................................................................................ 80 Focus Group Interview (conducted by Sam Hill) ................................................................................................................. 81 Focus Group Interview (conducted by Ellen Schmidtke) ................................................................................................. 83

Exhibit 5: Infographics ................................................................................................................................... 84

RFI Infographic .................................................................................................................................................................................... 84 Roundtable Infographic ................................................................................................................................................................... 85

Exhibit 6: Background Information on team Members- Resumes ...................................................... 86

Gagliano, Charlie ................................................................................................................................................................................. 86 Hill, Sam .................................................................................................................................................................................................. 87 Hreska, Maria ....................................................................................................................................................................................... 88 Schmidtke, Ellen .................................................................................................................................................................................. 89 Squinto, Adam ...................................................................................................................................................................................... 90

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Section 1: Executive Summary

Major Findings

87.5% of the surveyed yoga enthusiasts value the location of the yoga studio the most

72% of survey participants say one hour is the ideal class length

68% of the yoga enthusiasts will exercise during

Introduction

Nature Yoga is a boutique yoga studio located in Wicker Park (one of Chicago’s suburbs) and in

their teaching they combine traditional styles of yoga with yoga asana, philosophy, anatomy,

physiology, and psychology. Nature Yoga’s target market is any consumer that can afford

sessions that are reasonably priced and who live in their neighborhood. Current Nature Yoga’s

customer base is located around various Chicago neighborhoods. One of the goals Nature Yoga

has is to find new clients, retain current clients, and increase current client’s attendance, which

we were able to learn during our first meeting.

The first client interaction that we had was to determine the opportunity that Nature Yoga could

potentially pursue to increase their clientele. From the discussion we were able to define the

Managerial Decision Opportunity as: What traits make classes more convenient? Then to support

our findings we defined five research objectives that addressed specific qualities that we

understood Nature Yoga chose when designing the classes. Each of these objectives targets one

trait and how current Nature Yoga customer responds to them. The five research objectives are:

1. Investigate time constraints of the yoga’s community.

2. Evaluate current customer satisfaction.

3. Assess customers’ willingness to go to yoga rather than do other things

4. Determine the perspective of yoga’s community on the convenience.

5. Determine qualities that differentiate Nature Yoga from other yoga studios

After defining the opportunity and the objectives associated with it, we started our research plan

through which we learned more about the general views of the yoga community on the

convenience of the classes they currently attended. After researching more about what is viewed

as a quality for convenience, we decided to survey the Chicago land area community and

conduct four in depth interviews with current yoga participants.

In our design sample and data collection process, we thought of questions pertaining to the

relevance of time as a motivator. To compile our questions, we utilized Qualtrics, which is a

survey making and distribution site. In order to present our findings, we have prepared a RFI,

RFP, Infographics, and Roundtable discussion into this White Paper Deliverable.

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Section 2: Background

In order to answer that question and provide a solution to this

Managerial Decision Opportunity (MDO) we had to define the

qualities that the Yoga community has provided to us as things

they look for when choosing a class or a studio. Therefore, as a

team we have formed the following Research Objectives (ROs)

to help us define those qualities:

1. Investigate time constraints of the yoga’s community.

2. Evaluate current customer satisfaction.

3. Assess customers’ willingness to go to yoga rather than

do other things

4. Determine the perspective of yoga’s community on the

convenience.

5. Determine qualities that differentiate Nature Yoga from

other yoga studios

After meeting with the Nature Yoga management and learning

a little more about their business we have seen many

opportunities that could have been explored. However, what

we saw as one of the most relevant opportunities to their

business was determining the convenience constraints that

drive the customer’s decision when choosing a studio or a yoga

class. After reviewing our team’s notes, we have noticed that

Nature Yoga does not have a clear target market and they

understand their limitations when competing with the bigger

studios/corporations moving in (such as Corepower and

Bikram). Although they have recognized some traits for which

current customers are coming (such as teachers, style, it is good

for their schedule- See Appendix 3 for the detailed key

informant in depth interviews) there is still no clear cut answer

for who they have targeted. Seeing that there is no market

target we saw the opportunity to explore the demographic

make-up of the current yoga community and see how it could

benefit the marketing strategy for Nature Yoga. This is how we

identified the MDO of: What traits make classes more

convenient? To help us understand what makes a yoga class

worth going to and how current yoga customers decide on a

single yoga studio. To support our MDO we have defined the

five objectives mentioned above.

After identifying the MDO for this business, we tried to find

five research objectives that would help us narrow down the

"We have six different types of classes ranging from the beginner level

to more advanced," said Studio Manager Melissa DeLeo, who is also an

instructor. "Within those classes, we offer a lot of modifications and

variations to make yoga accessible to people of every age, ability and

experience."

-Chicago Tribiume (January 31, 2015)

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Nature Yoga has a gorgeous studio space in the heart of Wicker

Park on Division street. They only have one yoga room but it

makes you feel like you're in India at a Monastery. There is low

intimate lighting, hardwood flooring and some decorative

shrines with incense and Hindu statues. The front if the studio

has 2 small changing rooms and some yoga gear for sale. The

class I took was hard...sigh...1.5 hours and definitely a level 2

class. I was challenged and eventually appreciated that once I

made it all the way through!

Kate Swem- Google Reviews

deciding factors that are seen not only amongst current yoga

community but also the potential customers that choose not to

practice because of those factors. .

Before collecting or looking at any qualitative data, as part of

our literature search we have set up Google Alerts to learn

more about the yoga community in the Chicagoland area and

help us design the further research for the MDO we have

defined for Nature Yoga. When running a broad news search

on Yoga in Chicago, we saw that Core Power was continuing

to expand their business in new areas of Chicago. A comment

that they made about the different types of classes they offer as

well as the fact that they try to modify them to meet certain

crowd’s requirements, made us wonder what are some other

qualities the yoga community is looking at when choosing their

studio and/or classes

The next step we took was to define the different methods and

how they could be utilized to provide information for each

research objective. We wanted to explore each research

objective with the different resources provided to us to get and

paint a clearer picture for our findings.

Our initial plan to explore the different research objectives was

as follows:

RO 1: Literature Search

RO 2: Focus Group and/or Descriptive Survey

RO 3: In-Depth Interview and/or Descriptive Survey

RO 4: Descriptive Survey

RO 5:Observation

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Section 3: Solution

Data Collection Instruments

In order to address our Managerial Decision Opportunity, we

have looked at two different ways of collecting qualitative

(Focus Group/In Depth Interview) as well as quantitative data

(Qualtrics Survey). Below you will find more detail about each

method and how we approach them.

Focus group moderator guide: The questions we conducted for

our Focus Group Moderator Guide were formatted into three

sections: Engagement Questions, Exploration Questions, and

Exit Questions.

The Engagement Questions were designed to provide a

comfortable start for the participants by giving them a way to

express themselves by answering open-ended questions. They

had the option of offering information that could be beneficial

to the research at hand. The next section which included the

Exploration Questions were also open-ended questions

designed to get information that is more specifics about what

has interested the participants in practicing yoga and why they

continue to participate in this physical activity. Lastly, the Exit

Question, which like all the other questions, is an open-ended

question aimed at giving the participants a last chance to offer

any information that could be useful for our research.

These questions do fit a funnel approach due to the fact that the

engagement questions are purposely made to be broad. This

gave the participants a chance to reflect on their yoga

experiences, and then as the conductors of the Focus Group, we

asked specific questions that addressed which specific qualities

got them to come back and continue to participate yoga at their

current yoga studios.

The research objective that is addressed through the focus

group moderator is: “assess customer’s willingness to go to

yoga rather than do other things”. This is addressed when we

ask the participants to evaluate how comfortable they feel

when participating in yoga or any physical activities and they

have ways in which they explain the different levels they have

indicated.

Qualtrics survey: Our Qualtrics Survey design consisted of 4

ordinal, 20 nominal, 1 interval, and 8 ratio questions.

This design of questions breakdown allowed for multitude of

responses to be collected and for participants to provide us with

more insight on specific items.

Because we used different types of questions, we eliminated

the systematic error which means that even though there might

be missing data on some questions, our design ensured that we

were still able to collect data from individuals on questions that

pertain to them specifically. Also, our design ensured that

individuals we surveyed were able to skip the questions that

were not relevant to them, therefore eliminating the non-

sampling error.

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In our survey we were able to effectively ask questions that

addressed all of the research objectives we have identified.

When designing the survey questions we tried to make sure

that all questions are relevant to our research and are design in

a way that would ensure maximum responses from the

surveyed population. In that we design the survey so that it did

not include: questions that contained confusing or unfamiliar

words, open ended questions, questions with forced answer,

double barreled questions, dichotomous or long questions.

Response options are quite exhaustive as we made sure to

create ranges for values that covered all (or 90%) of possible

responses. For those that had the possibility of getting a

different response, we have included the Other option.

Throughout the survey we wanted to make sure that individuals

were able to answer all questions relative to them (i.e. if they

have never attended classes at Nature Yoga they were able to

skip those questions by simply answering No to the question

that asked Have you attended classes at Nature Yoga?). This

feature in Qualtrics is referred to as SkipLogic. Additional

Qualtrics features optimized in our survey were Descriptive

Text (for introduction, transition statements, and closing

statements), Test Surveys (described below) and Look and Feel

(which allowed us to customize the look to represent Nature

Yoga’s brand).

In the next step we proceeded with pretesting to make sure

there were no user errors that would discourage the participant

from proceeding with the survey. This step had two phases. In

phase one, we pretested the survey in the classroom setting

where we asked our peers to take the survey as if they were

Nature Yoga’s customer or just generally as someone who

practices yoga. This was done to ensure that questions can be

answered by one without any confusion. Second, to test the

reliability of the questions flow, we tested the survey through

the Qualitrics pre testing function, which tested to make sure

there are no errors within the survey. As a result of the

pretesting we were able to improve the quality of couple of

questions and the way in which we asked those to make sure

participants were able to answer them accordingly.

Additionally, to test the reliability of the participants we have

included two questions that are worded similarly but essentially

asking for the same information. This will help us see

determine the reliability of data.

Sampling and Data Collection

Sampling Frame: In our initial sampling frame we wanted to

study individuals that are part of the current Nature Yoga’s

Community as well as those that are part of the yoga

community but in the other studios in the neighborhood(s)

surrounding Nature Yoga’s studio. However, due to the fact

that we were limited to collect data only from non-Nature Yoga

customers our sampling frame has changed to account for that

difference. Therefore, our final sampling frame represented

yoga participants in the neighborhoods surrounding Wicker

Park and Chicago land area. In addition, after assessing the fact

that we have provided the survey to the community via our

personal social media sites (such as Facebook, LinkedIn,

Reddit etc.),therefore providing equal access to the survey, we

feel that the population surveyed accurately represented the

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yoga community in the areas surrounding Chicago and Wicker

Park. On the other hand, when choosing participants for the

focus group, we have focused on individuals that we knew

personally and were aware that they practice yoga in the

surrounding communities.

Quality/Validity/Reliability

When considering our research objectives, we hit an obstacle

considering the decision to allow only one group access to

Nature Yoga's client email list. Because of this, a portion of our

survey which was meant for Nature Yoga clients provided little

to no benefit to our overall data set.

Our data collection was conducted only via our Qualtrics

survey and by our group members, thus we are confident in the

quality of our results. Thanks to our collective effort before,

during, and after survey distribution, the validity of our data

remains intact.

To eternally validate our findings, we concisely distributed our

surveys to people in Chicago that are a yoga enthusiasts. In

respect to the field of market research, our data can be re-

performed by a third party and get similar results.

In our survey questions, we used ratio questions, interval

questions, ordinal questions, and nominal questions. Our least

reliable and most insightful questions are ratio questions while

the nominal questions, which give us least insight, are the most

reliable.

Underrepresented/Missing Population

There are three groups that are either underrepresented or

missing in our research. Given that 27.8% of the Yoga

populating in 2013 was represented by male participants and

the fact that only 18% of males (“Yoga Statistics”) participated

in the survey suggests that the male yoga community has been

underrepresented in this research. Another group that has been

identified with this phenomenon is the yoga population of

individuals 55 years old and above. In our survey only 6% of

individuals at the age of 55+ have participated in the survey,

while 18.4% of 2013 yoga population (“Yoga Statistics”)

included this age group. Finally, given that we intended to

study some of the behaviors of current customers at Nature

Yoga, but were limited to not being able to reach them directly

resulted in data for this population being missing.

Ethical Dilemmas

Ethical dilemmas that we may have encountered includes the

involvement of mostly individuals within our group members'

spectrum of acquaintances, thus people who may have had

some prior knowledge of the goals of our class. Though it was

our intention to survey individuals that live within Chicago, we

would have liked to reach a sample that represented a wider

age range as well as people from more varied backgrounds.

(ESOMAR)

Data Analysis- Preliminary Steps

After data has been collected through Qualtrics survey we had

to first import it from Qualtrics into SPSS and then go through

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some office edits. In order to export the qualitative data into

SPSS for the analysis we have downloaded it from Qualtrics as

a Statistical Package for the Social Sciences (SPSS) which is a

SPSS sav data file with raw data, variable and value labels.

After that we were able to perform office edits on the data.

During that process we looked at questions that were omitted

and would have not contributed to our overall findings (i.e.

questions particular to Nature Yoga Customers), therefore we

have cleared our data set of those items. Another action that

was required before the data analysis could be performed, was

to code the questions that were missing identifiable variables

corresponding to the answers in each question. That is, in the

Variable View tab of the SPSS file we have identified

questions that were missing corresponding values and based on

the responses we saw in the data view, we have coded the

relevant questions. After this step was completed with all the

relevant questions/data, we were able to perform the data

analysis for each of the RO.

Data Analysis- Individual Variables

When looking at the data in the SPSS, the most important

individual variables were:

Q45: What is your preferred time to practice yoga?

Q2: How likely are you to attend a yoga class during

the week?

Q7: How much does your decision to attend yoga

sessions depends on the convenience of its location?

Q35: Rank your preferences of types of yoga classes?

These questions appeared the most on the Data Analysis Plan

template because these questions adequately emphasize the

essence of time as a motivator.

Data Analysis- Multiple Variables

When looking at the data in SPSS, the most important multiple

variables were:

Q45: What is your preferred time to practice yoga?

Vs.

Q39: When you arrive to yoga class, are you arriving from?

Q 1: How likely are you to exercise during the week?

Vs.

Q2: How likely are you to attend a yoga class during the

week?

Q7: How much does your decision to attend yoga sessions

depends on the convenience of its location?

Vs.

Q5: How important is the length of a yoga class?

Q14: How important is it to you your yoga instructor has

received yoga-specific training?

Vs.

Q15: What is an appropriate price to pay for a single yoga

session?

In the first cross-tab, we were attempting to find the time

constraints of the yoga community. These questions are meant

to tell a story of correlation between two different questions

and/or factors. When questions are heavily coordinated, we get

a bigger picture of data to analyze with externalities not

addressed with a single question.

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Section 4: Conclusion

Results of Individual Variables and Cross-Tabs

The research objective with the results of the individual variables are as follows. For Research

Objective 1, which was investigate time constraints of the yoga’s community, 53% prefer

Saturday at 10AM (See Table titled, “What is your preferred time to practice yoga? -Saturday-

10:00am”) and noon on any day of the week is not preferred (See Tables titled, “What is your

preferred time to practice yoga? -Monday-12:00pm; What is your preferred time to practice

yoga? -Tuesday-12:00pm, What is your preferred time to practice yoga? -Wednesday-12:00pm,

What is your preferred time to practice yoga? -Thursday-12:00pm, What is your preferred time

to practice yoga? -Friday-12:00pm”). This however was contradicted through our literature

search which indicated that the ideal time to practice yoga was on a weekend after 2pm. To

further examine our data we looked at a crosstab of Q45: What is your preferred time to practice

yoga? vs. Q39: When you arrive to yoga class, are you arriving from? (Crosstabs section of the

SPSS data Output in Appendix) and found that 70.6% of those that practiced yoga on Saturday at

10am were arriving from work or Home.

For Research Objective 2, which was evaluate current customer satisfaction, we could not gather

this data due to the limitations on our access to relevant data. Here we were unable to target

Nature Yoga customers directly, therefore didn’t get any data that could help us answer this

question.

For Research Objective 3, which was assess customers’ willingness to go to yoga rather than do

other things, 54% are unlikely to attend classes during the weekdays (See Table titled, “How

likely are you to exercise during the week?”). Another thing we were able to notice through our

literature search was that despite yoga being commonly known as a wealthy person's activity,

there is a lower turnout among wealthy adults in participating in yoga versus other exercises such

as jogging and weightlifting in the United States. A way to solve this problem would be to

market specifically towards wealthier individuals through newsletters for luxury goods and

financial market publications. Emphasizing the aspects of yoga that are elegant would also

increase the likelihood of upper class individuals of considering yoga as an activity would be

bolstered by these expectations. Also, it is common for any income group individual to view

jogging and weightlifting as a more productive exercise, so marketing yoga as a very effective

activity for physical and mental health would be beneficial. To further examine the data we ran a

crosstab on Q1: How likely are you to exercise during the week? vs.Q2: How likely are you to

attend a yoga class during the week? (Crosstabs section of the SPSS data Output in Appendix)

and found that 36% of those who are very likely to exercise during the week, were unlikely to

attend the yoga class during the week.

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For research Objective 4, which was determine the perspective of yoga’s community on the

convenience, 87.5% say location is the main concern (See Table titled, “How much does your

decision to attend yoga sessions depends on the convenience of its location?-Decision

dependence on location”). This was further supported by an in depth interview where individuals

stated that location is a big factor when deciding on one location. Also, our secondary data

suggests that a studio that has low prices with a friendly and not too warm atmosphere and an

array of class types is ideal for a newcomer to yoga. It would make sense then to first market to

the surrounding area of Nature Yoga as people nearby would be more likely to attend than

people far away; getting your brand name out in the local community is the first step in

recruiting more members. Also, it would be beneficial to market Nature Yoga as a friendly

community where it is easy to make new friends because people will be more likely to try yoga if

they feel comfortable around the people they are doing it with. Then, you should also market

Nature Yoga as a studio that doesn't focus on attracting yogis that most prefer hot yoga because

newcomers to yoga are least likely to want to try hot yoga. Lastly, Nature Yoga should

emphasize the fact that there are a multitude of classes that are offered as newcomers to yoga

like the ability to try out many different types of classes to see which fits them; it also gives them

the choice to feel confident that there is a class that truly fits for them. To further examine our

data in relation to this research objective, in SPSS we have ran the crosstab on Q7: How much

does your decision to attend yoga sessions depends on the convenience of its location? vs. Q5:

How important is the length of a yoga class? (Crosstabs section of the SPSS data Output in

Appendix), and found that 46.88% of individuals for whom the location was a big factor when

deciding on yoga studio also said that the length of classes is also important.

For Research Objective 5, which was determine qualities that differentiate Nature Yoga from

other yoga studios, 38.7% prefer traditional yoga called Hatha yoga (See Table titled, “Rank

your preferences of types of yoga classes (please drag and drop in order).-Hatha Yoga

(traditional yoga)”) and 32.3% prefer breath synchronized movement flow yoga called Vinyasa

yoga (See Table titled, “Rank your preferences of types of yoga classes (please drag and drop in

order).-Vinyasa Yoga (breath-synchronized movement flow)”). Given that almost all of the

classes offered by Nature Yoga are condensed within these two choices, the variety of classes

offered is ideal for this population, which is equal to 71%. To further examine our data we have

looked at the crosstab of Q14: How important is it to you your yoga instructor has received yoga-

specific training? vs. Q15: What is an appropriate price to pay for a single yoga session?

(Crosstabs section of the SPSS data Output in Appendix), and found that of those for whom the

importance of teacher’s training was very high also priced the classes very low ($3-$7) and that

was consistent for 64.7% of the population we have surveyed. Although our results have shown

that price plays a major role in choosing the class or a studio, we believe this data to be biased as

more quality there is to a class (through teachers qualifications) the more expensive the class

should be, or at least that is what the anticipation of a customer should be.

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Analysis Evaluation and Recommendations

In the data we have analyzed from the Survey we have distributed as well as the qualitative data

that we collected via Focus Groups and literature search, we were able to conclude that the

location of the yoga studio is very important to the yoga community. In fact 87.5% of the

population we have surveyed said they location is important to them when choosing a yoga

studio. Also, given our findings on the time constraints to the yoga community we are able to

conclude that the ideal time is 10 am on a Saturday morning, which was also contradicted by our

literature search, which indicated that weekends after 2pm would be the ideal time. The

difference in the two sources might be due to the fact that our population surveyed mostly

consisted of college students at the age of 20-25years old, while the industry research included

much more diverse population. Furthermore, when it comes to time, 72% of the survey

participants indicated that ideal class length is one hour. Given that most if not all classes at

Nature Yoga are one and a half hour to two hours, it is safe to conclude that this might be a

driving away factor for some of the participants.

While conducting the Focus Group we have asked the participants about how they felt about

arriving with a friend or family member when engaging in a physical activity (i.e. exercise or

yoga) one consistent trend that we saw across the participants’ responses was that they prefer

when someone else participates with them. Given this trend being present amongst the college

students, one recommendation that we could give is coming up with packages that include

groups of people participating together (i.e. bring a friend and receive 50% off or come in a

group of 6 and receive the next class for free). Another factor that may contribute to this decision

is the location in which Nature Yoga is located. Wicker Park is a neighborhood that is popular

amongst college students who more than likely are trying to save money in any way possible-

giving them the option of earning a free class may draw them back to that studio. Another option

that could be applicable here is the ways in which some students save money and one specific

example we are referring to is the one we found via Focus Group/ in depth interview conducted

by Sam Hill. In this interview, the female participant practices yoga at Core Power and one of

the reasons she gave for signing up for the expansive membership is the fact that Core Power

gives their members a chance to “work for their membership fee”. Maybe implementing a

similar system at the Nature Yoga studio would help as well.

One major limitation that we were faced with was the inability to survey the actual Nature Yoga

customers, which could have given us more insight to what they are looking for in a class and

what draws them to that specific studio. If we were able to survey that population, there is a

possibility that we would be able to draw more appropriate conclusion to Nature Yoga’s studio

and its qualities that attract new clientele.

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Section 5: Works Cited "105F® Chicago's Original Hot Yoga | Keep It Local. Keep It Strong. Keep It Hot®." 105F

Chicagos Original Hot Yoga. N.p., n.d. Web. 28 Apr. 2015.

CHIEMINGO, JENNIFERLYN. "How to Pick the Right Yoga Studio (for You)."

MindBodyGreen, LLC. N.p., 3 Apr. 2012. Web. 21 Apr. 2015.

"Health and Fitness Club-US-June 2013." Mintel Group Ltd. Mintel Group Ltd, n.d. Web. 28

Apr. 2015.

"Home." Nature Yoga. N.p., n.d. Web. 28 Apr. 2015.

ICC/ESOMAR. "ICC/ESOMAR International Code On Market and Social Research." ESOMAR

Codes and Guidelines (2008): n. pag. Web. 14 Jan. 2015.

"Indoor Sports Activities: Participation U.S. 2013 | Statistic." Statista. United States; Synovate;

Ipsos, Jan.-Feb. 2014. Web. 21 Apr. 2015.

MOORE, KAITLYN. "How to Choose Your First Yoga Studio, Instructor, and Class." Greatist.

N.p., 9 Sept. 2014. Web. 25 Apr. 2015.

Pilossoph, Jackie. "New Yoga Studio Hot Arrival to Glenview Road." Chicagotribune.com.

Chicago Tribune, 31 Jan. 2015. Web. 3 Feb. 2015.

"Power, Non-Heated Vinyasa, and Yin Yoga." Eb Flow Yoga Studio. N.p., n.d. Web. 28 Apr.

2015.

Ritter, Emily. "By The Numbers: The Growth of Yoga." By The Numbers: The Growth of Yoga.

Channel Signal, 13 Jan. 2014. Web. 21 Apr. 2015.

"Sports/exercise Activities Members of Affluent Households Participated in 2014 | Survey."

Statista. United States; Ipsos, n.d. Web. 25 Apr. 2015.

"Time Spent on Sports and Leisure in the U.S. on Weekdays/-ends 2009-2013 | Survey." Statista.

Bureau of Labor Statistics, n.d. Web. 21 Apr. 2015.

Trent, Josh. "How To Choose The Best Yoga Studio - WellnessForce.com." Wellness Force.

N.p., 29 Mar. 2014. Web. 21 Apr. 2015.

"Yoga Statistics." Statistic Brain Research Institute. NAMASTA, YIAS, LiveStrong, Yoga

Journal, 28 July 2013. Web. 21 Apr. 2015.

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Section 6: Appendix: Visuals and Examples

Exhibit 1: Questionnaire administered

Qualtrics Nature Yoga Survey

Welcome! You are about to participate in a research survey that will help us determine the traits present

in the Yoga community. This research is done in partnership with Nature YogaWe hope that you take you

take your time and answer each question accordingly. The questions presented to you are engaging and

will take about 5-8 minutes of your time. Thank you!

How likely are you to exercise during the week?

0 (0)

1 (1)

2 (2)

3 (3)

4 (4)

5 (5)

6 (6)

7 (7)

8 (8)

9 (9)

10 (10)

How likely are you to attend a yoga class during the week?

Very Unlikely (1)

Unlikely (2)

Somewhat Unlikely (3)

Undecided (4)

Somewhat Likely (5)

Likely (6)

Very Likely (7)

How many yoga classes have you attended in the past month?

______ # of classes attended (1)

How important is the length of a yoga class?

Not Important (1)

Somewhat Important (2)

Very Important (3)

15

What is your ideal length of time for an intro yoga class?

30 minutes (1)

1 hour (2)

1 hour and 30 minutes (3)

2 hours (4)

2 hours and 30 minutes (5)

Other(Please specify) (6) ____________________

What is your level of interest in yoga in general?

Very interested (1)

Interested (2)

A little interested (3)

Not interested (4)

How long does it take you to get to your preferred recreational activity location?

Less than 10 minutes (1)

10-20 minutes (2)

21-30 minutes (3)

31+ minutes (4)

How much does your decision to attend yoga sessions depends on the convenience of its location?

None (1) Little (2) Some (3) A Lot (4) Completely (5)

Decision

dependence on

location (1)

How important is it to you that your yoga instructor has received yoga-specific training?

Not at all

Important (1)

Very

Unimportant

(2)

Neither

Important nor

Unimportant

(3)

Very Important

(4)

Extremely

Important (5)

Importance of

Training (1)

16

How long would you like a yoga session to be?

less than 30 minutes (1)

30-45 minutes (2)

45 -60 minutes (3)

60-90 minutes (4)

more than 90 minutes (5)

What is an appropriate price to pay for a single yoga session?

$3 - $7 (1)

$8 - $12 (2)

$13 - $17 (3)

$18 - $22 (4)

Have you attended classes at Nature Yoga?

Yes (1)

No (2)

If Yes Is Selected, Then Skip To Which class have you attended in the ...If No Is Selected, Then Skip To

End of Survey

Which class have you attended in the last 6 months?

Vinyasa 2 (1)

Vinyasa Flow 2-3 (2)

Candle Light Vinyasa (3)

Hatha 1-2 (Tantric Lineage) (4)

Intro to Yoga 101 (5)

None (6)

17

When did you attend the class?

8:00am

(1)

10:00am

(2)

12:00pm

(3)

2:00pm

(4)

4:00pm

(5)

6:00pm

(6)

7:00pm

(7)

8:00pm

(8)

Monday

(1)

Tuesday

(2)

Wednesday

(3)

Thursday

(4)

Friday (5)

Saturday

(6)

Sunday (7)

Who was the instructor(s) leading the class?

Lynsae Rinio (1)

Marcelyn Cole (2)

Nathan Paulus (3)

Mark Lerro (4)

Tatiana Sanchez (5)

Adam Grossi (6)

Wade Gotwals (7)

Molly Wallace (8)

Kathleen Ellis (9)

Rich Logan (10)

18

How would you evaluate the following during your visit?

Categories Happy Somewhat

Happy

Neutral Somewhat

Sad

Sad too short too long

Class

Length (1) too

short

too

long

Instructor's

Instructions

(2)

Too

quiet

Too

loud

Class Size

(3) Too

big

Too

small

Rank the ease for you to travel to Nature Yoga.

Very Easy (1) Easy (2) Neutral (3) Difficult (4) Very Difficult

(5)

Ease to get to

Nature Yoga

(1)

What priority do you give to doing yoga at Nature Yoga every week?

A big priority (1)

A pretty big priority (2)

A small priority (3)

Not a priority (4)

19

How do yoga classes at Nature Yoga compare to other Yoga studios or other daily exercise activities?

Better (1)

About the Same (2)

Worse (3)

How many times a day does attending yoga classes at Nature Yoga cross your mind?

Never (1)

Rarely (2)

Sometimes (3)

Often (4)

All of the Time (5)

20

How much does the length of yoga classes at Nature Yoga affect your ability to partake in these classes

instead of other daily activities?

A lot (1)

Some (2)

Little (3)

None (4)

How many times do you actually attend yoga classes at Nature Yoga?

Once a week (1)

Twice a week (2)

More than 3 times a week (3)

Everyday (4)

How many times a day does attending yoga classes at Nature Yoga cross your mind?

Never (1)

Rarely (2)

Sometimes (3)

Often (4)

All of the Time (5)

Gender

Female (1)

Male (2)

How old are you? Add text here

Thank you so much for completing our survey! Your responses will help Nature Yoga improve the

experience for consumers like you!

For more information on Nature Yoga visit http://www.natureyoga.com/

21

Exhibit 2: SPSS data output

Frequencies

Statistics

How likely are you

to exercise during

the week?

How likely are you to

attend a yoga class

during the week?

How many yoga

classes have you

attended in the past

month?-# of classes

attended

How important is the

length of a yoga

class?

What is your

ideal length of

time for an intro

yoga class?-30

minutes

N Valid 32 32 32 32 11

Missing 0 0 0 0 21

Mean 6.78 3.31 2.1563 2.09 1.00

Median 7.50 2.50 .0000 2.00 1.00

Mode 10 1 .00 2 1

Statistics

What is your ideal

length of time for

an intro yoga

class?-1 hour

What is your ideal

length of time for

an intro yoga

class?-1 hour and

30 minutes

What is your ideal

length of time for

an intro yoga

class?-2 hours

What is your ideal

length of time for

an intro yoga

class?-2 hours and

30 minutes

What is your ideal

length of time for an

intro yoga class?-

Other(Please specify)

N Valid 23 3 0 0 1

Missing 9 29 32 32 31

Mean 1.00 1.00 1.00

Median 1.00 1.00 1.00

Mode 1 1 1

Statistics

22

What is your level

of interest in yoga

in general?

How long does it

take you to get to

your preferred

recreational activity

location?

How much does

your decision to

attend yoga

sessions depends

on the

convenience of its

location?-Decision

dependence on

location

How important is it

to you that your

yoga instructor has

received yoga-

specific training? -

Importance of

Training

How long would you

like a yoga session to

be?

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean 2.22 1.59 3.34 3.97 2.75

Median 2.00 1.00 4.00 4.00 3.00

Mode 2 1 4 4 3

Statistics

What is an

appropriate

price to pay for

a single yoga

session?

Have you

attended classes

at Nature Yoga?

What social media

platforms are you

active on? (Check all

that apply)-

Facebook

What social media

platforms are you

active on? (Check

all that apply)-

Twitter

What social media

platforms are you

active on? (Check all

that apply)-Instagram

N Valid 32 32 32 13 21

Missing 0 0 0 19 11

Mean 1.63 2.00 1.00 1.00 1.000

Median 1.00 2.00 1.00 1.00 1.000

Mode 1 2 1 1 1.0

Statistics

23

What social

media platforms

are you active

on? (Check all

that apply)-

Blogs

What social

media platforms

are you active

on? (Check all

that apply)-

YouTube

What social media

platforms are you

active on? (Check

all that apply)-

LinkedIn

What social media

platforms are you

active on? (Check

all that apply)-

Other (Please

specify)

Rank your preferences

of types of yoga classes

(please drag and drop

in order).-Vinyasa Yoga

(breath-synchronized

movement flow)

N Valid 5 10 14 0 31

Missing 27 22 18 32 1

Mean 1.00 1.00 1.00 2.4516

Median 1.00 1.00 1.00 2.0000

Mode 1 1 1 1.00

Statistics

Rank your

preferences of

types of yoga

classes (please

drag and drop

in order).-Sculpt

Yoga (yoga

with weights)

Rank your

preferences of

types of yoga

classes (please

drag and drop in

order).-Hatha

Yoga (traditional

yoga)

Rank your

preferences of types

of yoga classes

(please drag and

drop in order).-Acro

Yoga (acrobatic

yoga)

Rank your preferences of

types of yoga classes

(please drag and drop in

order).-Bikram Yoga (hot

yoga)

Rank your

preferences of

types of yoga

classes (please

drag and drop in

order).-Other

N Valid 31 31 31 31 31

Missing 1 1 1 1 1

Mean 3.1290 2.5806 3.7742 3.2903 5.7742

Median 3.0000 2.0000 4.0000 3.0000 6.0000

Mode 3.00 1.00 4.00 2.00a 6.00

Statistics

24

Do you

consider

location when

choosing to

attend yoga

class?

When you arrive

to yoga class, are

you arriving from:

How often do you

practice yoga each

week?

What is your annual

household income?

What is your

preferred time to

practice yoga? -

Monday-6:00am

N Valid 32 32 32 30 32

Missing 0 0 0 2 0

Mean 1.13 2.16 1.53 2.63 .13

Median 1.00 2.00 1.00 1.00 .00

Mode 1 2 1 1 0

Statistics

What is your

preferred time

to practice

yoga? -

Monday-

8:00am

What is your

preferred time to

practice yoga? -

Monday-10:00am

What is your preferred

time to practice yoga? -

Monday-12:00pm

What is your

preferred time to

practice yoga? -

Monday-2:00pm

What is your

preferred time

to practice

yoga? -

Monday-

4:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .19 .06 .00 .03 .06

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

25

What is your

preferred time to

practice yoga? -

Monday-6:00pm

What is your

preferred time to

practice yoga? -

Monday-7:00pm



Monday-8:00pm

What is

your

preferred

time to

practice

yoga? -

Tuesday-

6:00am



Tuesday-8:00am

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .22 .31 .25 .06 .22

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time

to practice

yoga? -

Tuesday-

10:00am

What is your

preferred time to

practice yoga? -

Tuesday-

12:00pm

What is your

preferred time to

practice yoga? -

Tuesday-2:00pm

What is your

preferred time to

practice yoga? -

Tuesday-4:00pm

What is your preferred time to

practice yoga? -Tuesday-

6:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .06 .00 .03 .06 .22

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

26

What is your

preferred time to

practice yoga? -

Tuesday-7:00pm

What is your

preferred time to

practice yoga? -

Tuesday-8:00pm

What is your

preferred time to

practice yoga? -

Wednesday-

6:00am

What is your

preferred time to

practice yoga? -

Wednesday-8:00am



Wednesday-10:00am

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .28 .19 .13 .22 .06

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Wednesday-

12:00pm

What is your

preferred time to

practice yoga? -

Wednesday-

2:00pm

What is your

preferred time to

practice yoga? -

Wednesday-

4:00pm

What is your

preferred time to

practice yoga? -

Wednesday-

6:00pm

What is your preferred time

to practice yoga? -

Wednesday-7:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .00 .03 .03 .16 .28

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Wednesday-

8:00pm

What is your

preferred time to

practice yoga? -

Thursday-

6:00am

What is your

preferred time to

practice yoga? -

Thursday-8:00am

What is your

preferred time to

practice yoga? -

Thursday-10:00am



Thursday-12:00pm

27

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .22 .06 .22 .06 .00

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Thursday-

2:00pm

What is your

preferred time to

practice yoga? -

Thursday-4:00pm

What is your

preferred time to

practice yoga? -

Thursday-6:00pm

What is your

preferred time to

practice yoga? -

Thursday-7:00pm



Thursday-8:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .03 .06 .19 .28 .19

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Friday-6:00am

What is your

preferred time to

practice yoga? -

Friday-8:00am

What is your

preferred time to

practice yoga? -

Friday-10:00am

What is your

preferred time to

practice yoga? -

Friday-12:00pm



Friday-2:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .13 .19 .06 .00 .03

Median .00 .00 .00 .00 .00

28

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Friday-4:00pm

What is your

preferred time to

practice yoga? -

Friday-6:00pm

What is your

preferred time to

practice yoga? -

Friday-7:00pm

What is your

preferred time to

practice yoga? -

Friday-8:00pm



Saturday-6:00am

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .09 .16 .25 .19 .03

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time

to practice

yoga? -

Saturday-

8:00am

What is your

preferred time to

practice yoga? -

Saturday-10:00am

What is your

preferred time to

practice yoga? -

Saturday-12:00pm

What is your

preferred time to

practice yoga? -

Saturday-

2:00pm



Saturday-4:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .22 .53 .13 .03 .13

Median .00 1.00 .00 .00 .00

Mode 0 1 0 0 0

Statistics

29

What is your

preferred time to

practice yoga? -

Saturday-6:00pm

What is your

preferred time to

practice yoga? -

Saturday-

7:00pm

What is your

preferred time to

practice yoga? -

Saturday-

8:00pm


time to practice yoga?

-Sunday-6:00am


to practice yoga? -Sunday-

8:00am

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .06 .06 .09 .03 .16

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Sunday-10:00am

What is your

preferred time to

practice yoga? -

Sunday-12:00pm

What is your

preferred time to

practice yoga? -

Sunday-2:00pm


time to practice yoga?

-Sunday-4:00pm



6:00pm

N Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean .41 .19 .03 .13 .06

Median .00 .00 .00 .00 .00

Mode 0 0 0 0 0

Statistics

What is your

preferred time to

practice yoga? -

Sunday-7:00pm

What is your

preferred time to

practice yoga? -

Sunday-8:00pm

And finally, let's

learn a little about

YOU. Only 2 more

questions! Gender

Thank you so much for

completing our survey!

Your responses will help

Nature Yoga improve the

exp...

N Valid 32 32 32 32 32

30

Missing 0 0 0 0 0

Mean .06 .09 1.00 1.19 1.00

Median .00 .00 1.00 1.00 1.00

Mode 0 0 1 1 1

a. Multiple modes exist. The smallest value is shown

Frequency Table


Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 3.1 3.1 3.1

2 3 9.4 9.4 12.5

3 2 6.3 6.3 18.8

4 3 9.4 9.4 28.1

5 4 12.5 12.5 40.6

7 3 9.4 9.4 50.0

8 4 12.5 12.5 62.5

9 1 3.1 3.1 65.6

10 11 34.4 34.4 100.0

Total 32 100.0 100.0

How likely are you to attend a yoga class during the week?


Valid Very Unlikely 9 28.1 28.1 28.1

31

Unlikely 7 21.9 21.9 50.0

Somewhat Unlikely 4 12.5 12.5 62.5

Somewhat Likely 3 9.4 9.4 71.9

Likely 7 21.9 21.9 93.8

Very Likely 2 6.3 6.3 100.0

Total 32 100.0 100.0

How many yoga classes have you attended in the past month?-# of classes attended


Valid .00 19 59.4 59.4 59.4

1.00 6 18.8 18.8 78.1

2.00 1 3.1 3.1 81.3

5.00 1 3.1 3.1 84.4

7.00 1 3.1 3.1 87.5

8.00 1 3.1 3.1 90.6

9.00 1 3.1 3.1 93.8

12.00 1 3.1 3.1 96.9

20.00 1 3.1 3.1 100.0

Total 32 100.0 100.0


Frequency Percent Valid Percent

Cumulative

Percent

32

Valid Not Important 5 15.6 15.6 15.6

Somewhat Important 19 59.4 59.4 75.0

Very Important 8 25.0 25.0 100.0

Total 32 100.0 100.0

What is your ideal length of time for an intro yoga class?-30 minutes

Frequency Percent

Valid

Percent Cumulative Percent

Valid Preferred 11 34.4 100.0 100.0

Missing System 21 65.6

Total 32 100.0

What is your ideal length of time for an intro yoga class?-1 hour


Cumulati

ve

Percent



Total 32 100.0

What is your ideal length of time for an intro yoga class?-1 hour and 30 minutes


Cumulati

ve

Percent



Total 32 100.0

33

What is your ideal length of time for an intro yoga class?-2 hours

Frequency Percent


What is your ideal length of time for an intro yoga class?-2 hours and 30 minutes

Frequency Percent


What is your ideal length of time for an intro yoga class?-Other(Please specify)


Cumulative

Percent

Valid 1 1 3.1 100.0 100.0


Total 32 100.0

What is your level of interest in yoga in general?


Cumulative

Percent

Valid Very interested 8 25.0 25.0 25.0

Interested 14 43.8 43.8 68.8

A little interested 5 15.6 15.6 84.4

Not interested 5 15.6 15.6 100.0

Total 32 100.0 100.0

How long does it take you to get to your preferred recreational activity location?


Cumulative

Percent

34

Valid Less than 10 minutes 18 56.3 56.3 56.3

10-20 minutes 11 34.4 34.4 90.6

21-30 minutes 1 3.1 3.1 93.8

31+ minutes 2 6.3 6.3 100.0

Total 32 100.0 100.0

How much does your decision to attend yoga sessions depends on the convenience of its location?-

Decision dependence on location

Frequency Percent

Valid


Valid None 4 12.5 12.5 12.5

Little 4 12.5 12.5 25.0

Some 5 15.6 15.6 40.6

A Lot 15 46.9 46.9 87.5

Completely 4 12.5 12.5 100.0

Total 32 100.0 100.0

How important is it to you that your yoga instructor has received yoga-specific training? -Importance of Training


Valid Very Unimportant 1 3.1 3.1 3.1

Neither Important nor

Unimportant 7 21.9 21.9 25.0

Very Important 16 50.0 50.0 75.0

Extremely Important 8 25.0 25.0 100.0

Total 32 100.0 100.0

35

How long would you like a yoga session to be?


Cumulative

Percent

Valid less than 30 minutes 2 6.3 6.3 6.3

30-45 minutes 10 31.3 31.3 37.5

45 -60 minutes 14 43.8 43.8 81.3

60-90 minutes 6 18.8 18.8 100.0

Total 32 100.0 100.0

What is an appropriate price to pay for a single yoga session?


Cumulative

Percent

Valid $3 - $7 17 53.1 53.1 53.1

$8 - $12 11 34.4 34.4 87.5

$13 - $17 3 9.4 9.4 96.9

$18 - $22 1 3.1 3.1 100.0

Total 32 100.0 100.0

Have you attended classes at Nature Yoga?


Valid No 32 100.0 100.0 100.0

What social media platforms are you active on? (Check all that apply)-Facebook


Valid yes 32 100.0 100.0 100.0

What social media platforms are you active on? (Check all that apply)-Twitter

36

Frequency Percent

Valid


Valid yes 13 40.6 100.0 100.0


Total 32 100.0

What social media platforms are you active on? (Check all that apply)-Instagram


Valid Yes 21 65.6 100.0 100.0


Total 32 100.0

What social media platforms are you active on? (Check all that apply)-Blogs


Cumulative

Percent

Valid yes 5 15.6 100.0 100.0


Total 32 100.0

What social media platforms are you active on? (Check all that apply)-YouTube


Valid yes 10 31.3 100.0 100.0


Total 32 100.0

What social media platforms are you active on? (Check all that apply)-LinkedIn


37

Valid Yes 14 43.8 100.0 100.0


Total 32 100.0

What social media platforms are you active on? (Check all that apply)-Other (Please specify)

Frequency Percent


Rank your preferences of types of yoga classes (please drag and drop in order).-Vinyasa Yoga (breath-synchronized

movement flow)


Valid 1 10 31.3 32.3 32.3

2 7 21.9 22.6 54.8

3 6 18.8 19.4 74.2

4 6 18.8 19.4 93.5

5 2 6.3 6.5 100.0

Total 31 96.9 100.0


Total 32 100.0

Rank your preferences of types of yoga classes (please drag and drop in order).-Sculpt Yoga (yoga with

weights)


Valid 1 4 12.5 12.9 12.9

38

2 6 18.8 19.4 32.3

3 9 28.1 29.0 61.3

4 6 18.8 19.4 80.6

5 6 18.8 19.4 100.0

Total 31 96.9 100.0


Total 32 100.0

Rank your preferences of types of yoga classes (please drag and drop in order).-Hatha Yoga

(traditional yoga)


Valid 1 12 37.5 38.7 38.7

2 5 15.6 16.1 54.8

3 5 15.6 16.1 71.0

4 4 12.5 12.9 83.9

5 3 9.4 9.7 93.5

6 2 6.3 6.5 100.0

Total 31 96.9 100.0


Total 32 100.0

Rank your preferences of types of yoga classes (please drag and drop in order).-Acro Yoga

(acrobatic yoga)


Cumulative

Percent

39

Valid 1 1 3.1 3.2 3.2

2 3 9.4 9.7 12.9

3 6 18.8 19.4 32.3

4 13 40.6 41.9 74.2

5 8 25.0 25.8 100.0

Total 31 96.9 100.0


Total 32 100.0

Rank your preferences of types of yoga classes (please drag and drop in order).-Bikram Yoga

(hot yoga)


Cumulative

Percent

Valid 1 3 9.4 9.7 9.7

2 10 31.3 32.3 41.9

3 5 15.6 16.1 58.1

4 2 6.3 6.5 64.5

5 10 31.3 32.3 96.8

6 1 3.1 3.2 100.0

Total 31 96.9 100.0


Total 32 100.0

Rank your preferences of types of yoga classes (please drag and drop in order).-Other


40

Valid 1 1 3.1 3.2 3.2

5 2 6.3 6.5 9.7

6 28 87.5 90.3 100.0

Total 31 96.9 100.0


Total 32 100.0

Do you consider location when choosing to attend yoga class?


Cumulative

Percent

Valid Yes 28 87.5 87.5 87.5

No 4 12.5 12.5 100.0

Total 32 100.0 100.0

When you arrive to yoga class, are you arriving from:


Cumulative

Percent

Valid Work 6 18.8 18.8 18.8

Home 16 50.0 50.0 68.8

School 9 28.1 28.1 96.9

Other 1 3.1 3.1 100.0

Total 32 100.0 100.0

How often do you practice yoga each week?


Cumulative

Percent

41

Valid Never 18 56.3 56.3 56.3

1-2 times per week 11 34.4 34.4 90.6

3-5 times per week 3 9.4 9.4 100.0

Total 32 100.0 100.0

What is your annual household income?


Cumulative

Percent

Valid Less than $25,000 16 50.0 53.3 53.3

$26,000-$40,000 2 6.3 6.7 60.0

$41,000-$60,000 3 9.4 10.0 70.0

$61,000-$75,000 1 3.1 3.3 73.3

$76,000-$90,000 2 6.3 6.7 80.0

$100,000+ 6 18.8 20.0 100.0

Total 30 93.8 100.0


Total 32 100.0

What is your preferred time to practice yoga? -Monday-6:00am


Cumulative

Percent

Valid Not preferred 28 87.5 87.5 87.5

Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0


42



Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Monday-12:00pm


Cumulative

Percent




Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent

43


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent

Valid Not

prefer

red

22 68.8 68.8 68.8

Prefer

red 10 31.3 31.3 100.0

Total 32 100.0 100.0



Cumulative

Percent

Valid Not

prefer

red

24 75.0 75.0 75.0

44

Prefer

red 8 25.0 25.0 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Tuesday-6:00am


Cumulative

Percent

Valid Not

prefer

red

30 93.8 93.8 93.8

Prefe

rred 2 6.3 6.3 100.0

Total 32 100.0 100.0




Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent

Valid Not

prefer

red

30 93.8 93.8 93.8

Prefer

red 2 6.3 6.3 100.0

45

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Tuesday-12:00pm


Cumulative

Percent

Valid Not

prefer

red

32 100.0 100.0 100.0



Cumulative

Percent

Valid Not

prefe

rred

31 96.9 96.9 96.9

Prefe

rred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent

Valid Not

prefe

rred

30 93.8 93.8 93.8

Prefe

rred 2 6.3 6.3 100.0

Total 32 100.0 100.0


46


Cumulative

Percent


Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 9 28.1 28.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Wednesday-6:00am


Cumulative

Percent


Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0

47




Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent

Valid Not

prefe

rred

30 93.8 93.8 93.8

Prefe

rred 2 6.3 6.3 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Wednesday-12:00pm


Cumulative

Percent




Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0

48



Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 5 15.6 15.6 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 9 28.1 28.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 7 21.9 21.9 100.0

49

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Thursday-6:00am


Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Thursday-12:00pm


Cumulative

Percent


50



Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 9 28.1 28.1 100.0

51

Total 32 100.0 100.0



Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Friday-6:00am


Cumulative

Percent


Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0



Cumulative

Percent


52

Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Friday-12:00pm


Cumulative

Percent




Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 3 9.4 9.4 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 5 15.6 15.6 100.0

53

Total 32 100.0 100.0



Cumulative

Percent


Preferred 8 25.0 25.0 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Saturday-6:00am


Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


54

Preferred 7 21.9 21.9 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 17 53.1 53.1 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Saturday-12:00pm


Cumulative

Percent


Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent

55


Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 3 9.4 9.4 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Sunday-6:00am

56


Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 5 15.6 15.6 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 13 40.6 40.6 100.0

Total 32 100.0 100.0

What is your preferred time to practice yoga? -Sunday-12:00pm


Cumulative

Percent


Preferred 6 18.8 18.8 100.0

Total 32 100.0 100.0

57



Cumulative

Percent


Preferred 1 3.1 3.1 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 4 12.5 12.5 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

Total 32 100.0 100.0



Cumulative

Percent


Preferred 2 6.3 6.3 100.0

58

Total 32 100.0 100.0



Cumulative

Percent


Preferred 3 9.4 9.4 100.0

Total 32 100.0 100.0

And finally, let's learn a little about YOU. Only 2 more questions!


Cumulative

Percent

Valid 1 32 100.0 100.0 100.0

Gender


Cumulative

Percent

Valid Female 26 81.3 81.3 81.3

Male 6 18.8 18.8 100.0

Total 32 100.0 100.0

Crosstabs

59

Notes

Output Created 30-APR-2015 22:02:41

Comments

Input Data E:\MARK 311\Data for

MARK\N=32\Nature_Yoga_Survey

n=32.sav

Active Dataset DataSet1

Filter <none>

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N of Rows in Working Data

File 32

Missing Value Handling Definition of Missing User-defined missing values are

treated as missing.

Cases Used Statistics for each table are based on

all the cases with valid data in the

specified range(s) for all variables in

each table.

Syntax CROSSTABS

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[DataSet1] E:\MARK 311\Data for MARK\N=32\Nature_Yoga_Survey n=32.sav

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

When you arrive to yoga

class, are you arriving from:

* What is your preferred time


10:00am

32 100.0% 0 0.0% 32 100.0%



* What is your preferred time

to practice yoga? -Saturday-

10:00am

32 100.0% 0 0.0% 32 100.0%

61

When you arrive to yoga class, are you arriving from: * What is your

preferred time to practice yoga? -Sunday-10:00am

Crosstab

Count


practice yoga? -Sunday-10:00am

Total Not preferred Preferred



Work 1 5 6

Home 11 5 16

School 6 3 9

Other 1 0 1

Total 19 13 32

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 6.003a 3 .111

Likelihood Ratio 6.491 3 .090

62

Linear-by-Linear Association 3.582 1 .058

N of Valid Cases 32

a. 5 cells (62.5%) have expected count less than 5. The minimum

expected count is .41.

When you arrive to yoga class, are you arriving from: * What is your

preferred time to practice yoga? -Saturday-10:00am

Crosstab

Count


practice yoga? -Saturday-10:00am

Total Not preferred Preferred



Work 1 5 6

Home 9 7 16

School 4 5 9

Other 1 0 1

Total 15 17 32

63

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)




N of Valid Cases 32



CROSSTABS

/TABLES=Q2 BY Q1


/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.

Crosstabs

64

Notes


Comments



n=32.sav


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File 32


treated as missing.




each table.

65

Syntax CROSSTABS

/TABLES=Q2 BY Q1


/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.






Cases

Valid Missing Total


How likely are you to attend

a yoga class during the

week? * How likely are you

to exercise during the week?

32 100.0% 0 0.0% 32 100.0%

How likely are you to attend a yoga class during the week? * How likely are you to exercise during the

week? Crosstabulation

66

Count


1 2 3 4 5



week?

Very Unlikely 0 1 1 0 2

Unlikely 1 0 1 0 1

Somewhat Unlikely 0 1 0 1 0

Somewhat Likely 0 0 0 0 1

Likely 0 1 0 1 0

Very Likely 0 0 0 1 0

Total 1 3 2 3 4

How likely are you to attend a yoga class during the week? * How likely are you to exercise during the

week? Crosstabulation

Count


7 8 9 10



week?

Very Unlikely 0 1 0 4 9

Unlikely 1 0 0 3 7

Somewhat Unlikely 1 0 1 0 4

Somewhat Likely 0 0 0 2 3

Likely 1 2 0 2 7

Very Likely 0 1 0 0 2

67

Total 3 4 1 11 32

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association .019 1 .889

N of Valid Cases 32



Crosstabs

Notes


Comments



n=32.sav


Filter <none>

Weight <none>

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68


File 32


treated as missing.




each table.

Syntax CROSSTABS

/TABLES=Q7_1 BY Q5


/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.






Cases

Valid Missing Total


69

How much does your

decision to attend yoga

sessions depends on the

convenience of its location?-

Decision dependence on

location * How important is

the length of a yoga class?

32 100.0% 0 0.0% 32 100.0%

How much does your decision to attend yoga sessions depends on the convenience of its location?-

Decision dependence on location * How important is the length of a yoga class? Crosstabulation

Count


Total Not Important

Somewhat

Important Very Important

How much does your

decision to attend yoga

sessions depends on the

convenience of its location?-

Decision dependence on

location

None 2 2 0 4

Little 2 1 1 4

Some 0 3 2 5

A Lot 0 11 4 15

Completely 1 2 1 4

Total 5 19 8 32

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



70


N of Valid Cases 32



Crosstabs

Notes


Comments



n=32.sav


Filter <none>

Weight <none>

Split File <none>


File 32


treated as missing.




each table.

71

Syntax CROSSTABS

/TABLES=Q14_1 BY Q15


/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.






Cases

Valid Missing Total


How important is it to you

that your yoga instructor has

received yoga-specific

training? -Importance of

Training * What is an

appropriate price to pay for a

single yoga session?

32 100.0% 0 0.0% 32 100.0%

72

How important is it to you that your yoga instructor has received yoga-specific training? -Importance of

Training * What is an appropriate price to pay for a single yoga session? Crosstabulation

Count

What is an appropriate price to pay for a single

yoga session?

$3 - $7 $8 - $12 $13 - $17

How important is it to you

that your yoga instructor has

received yoga-specific

training? -Importance of

Training

Very Unimportant 1 0 0

Neither Important nor

Unimportant 2 5 0

Very Important 11 3 1

Extremely Important 3 3 2

Total 17 11 3

How important is it to you that your yoga instructor has received yoga-specific training? -Importance of

Training * What is an appropriate price to pay for a single yoga session? Crosstabulation

Count

What is an

appropriate price to

pay for a single

yoga session?

Total $18 - $22

How important is it to you that your

yoga instructor has received yoga-

specific training? -Importance of

Training

Very Unimportant 0 1

Neither Important nor Unimportant 0 7

Very Important 1 16

Extremely Important 0 8

73

Total 1 32

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association .577 1 .447

N of Valid Cases 32



74

Exhibit 3: Initial Key-Informant Field Notes- January 27th

, 2015

Nature Yoga Visit – January 27, 2015 (by Maria Hreska)

Mark and Erika

Area surrounded by Bars and Pet Shops

Background on the owners

o Erika: Yoga teacher for 10 years, currently works at Loyola University Chicago

o Mark: teaches trainers & workshops on yoga, worked with interior designer, retail

management

Neighborhood (Mark)

o Division/Diameter- Neighborhood improved over the years and opened up the

opportunity to open up Yoga Studio

o 3-4 years: corporate businesses moved in to the area

o Social Media- help to market the research

o Groupon=purpose=advertising

What differentiate from Competitors

o Teachers: hiring standards= 3 years teaching vs. CorePower= online 6-7 months

o Location: Busy street, lot of foot traffic

o Bring Psychology to yoga

o Modern Application of Yoga

Approach for Teaching = Commitment to work with communities

One of the most affordable yoga studios

About 3 months prices have increased

o Not on membership group classes (set of 10 classes)- packages

o No increase on drop in members, slight increase

Target

o Teacher Training= Bread & Butter

o New Business/ Maintain loyal customers

Nature Yoga vs. Competitors

o Zen Garage

Weights with yoga

Spin off yoga

o Nature Yoga = move “nature” (traditional yoga)

o Customer loyalty

Customers have the feeling that Nature Yoga feels like a family when

enter the yoga studio

o Nature Yoga- don’t like to use pictures on social media and website with yoga

poses, although they sell more

o Retail= people who can’t afford lululemon outfits-i.e. luxury brands

One studio manager + Mark & Erika

o Management= 2/3 jobs on top of management of Nature Yoga

75

Teacher Training

o 6-7 months

o Believe 1 month of training is not enough

o Social Experience

o Empowers women

o Time to develop

o 1 Saturday 2pm-5pm

o Fitted to your schedule

o Designated so that an average person could do it

Promotions

o 9 months= 10 classes- any classes

Modern studio

o Expand into the neighborhood

o Not sure how to expand the business- need ideas

Grandfather system – not in place

Increases in prices don’t discourage customers

o Have not seen decrease in customer attendance after price increase

Offer different types of yoga- natural yoga

People come to the studio for

o Teachers

o Yoga Styles offered

o Schedule

Promotions

o Cycle through many different promotions

o Around holidays- Not ethical – i.e. sales have nothing to do with Veteran Day

o Need for Scheduled Promotions- system that most stores have. E-mail

saying”Thank you for visiting. Here is 20% off” or “haven’t seen you in a while

here is 20% off” etc.

o Used Groupon in the past

Goals

o Want to know how to retain Groupon customers to come in more

o Change single customers to show up 2-3 times a week

Target Market

o Pie Char- how to maintain different demographics

o Not developed strategy for targeting

o Mothers to be- families in the area

Yoga Chicago- 1 month before= teacher training

Promotion of Nature Yoga FB, Videos

Illumine= Secondary Source

o Yoga magazine

76

Nature Yoga- (by Adam Squinto and Charlie Gagliano)

Background

Erica and Mark-Ernest Yoga (been at Nature for 10 years as teachers)-roles have changed-Erica

is not teaching anymore

Erica 10-25 trainees in program to certify them at the 200 level

Erica manages the retail management and rebrand

Home design to transitional design

Division Ave. (Wicker Park)

Workshops-Erica

Mark-business picked as people with more discretionary income came in, used to be a bad

neighborhood, Neighborhood became nicer more studios have opened up, corporations have

come in and become competitors

Nature can’t compete marketing and advertising (Social media and Groupon is huge for Nature

Yoga to compete against the big corporations)

Economics-take yoga classes and trainings (workshops) (They make money and income off their

trainings) (they made the money they bought the company for back the first year, $30,000)

-what differentiates them? their training programs are longer, hiring standards (the teachers

they hiring have to be teaching for along time , Moksha yoga) (on a busy walking street-foot

traffic) (bring psychology into their training-social work agency settings, hospitals, etc.)(teach

you the entire system so you go off and teach other individuals) (very versatile)

What’s the cost structure? one of the most affordable studios (noticed that it didn't make a

difference for having the lowest price, they raised the prices and didn't see any difference in

members)(no monthly fee, you pay $240 you get 20 classes)(drop in-17$)

Who is your major competitor and why? What differentiates you from your competitors? -teacher training (bread and butter) and regular members, Zen Garage-weights, more exercise)

(Nature is more traditional yoga, more contemporary in explaining it to certain customers with

certain needs) (they believe their customers are very loyal due to the environment and the

teachers) (focus on comfortable environment) (hard to pinpoint who is spending the money)

(other programs do it all weekend, Nature has broken the program down so the average

person can do it) (they give more time for customers to come to classes-can go anytime in 9

months)

One studio manager and the owners, the whole the management team has more than one job

77

did the longer training program hurt or help?-Nature’s program is now 6-7 months, they

believe it takes more than a month in order for Nature to hire them, the program is alot about the

social experience-going out to lunch, meeting friends, go to events together

we wanted to attract new customers in the neighborhood, trying to attract more “mainstream”

instructors

2 models-advertise the studio (style of the studio), Nature is an older model of Yoga style

(focused on the expertise of their teachers), we offer different styles and different teachers so its

hard to advertise

-teachers are immersed in constant learning to add to their expertise

Negatives-could have specific sales at specific times (need to refine this process), scheduling this

process

Retain new Groupon customers

Target Market-use pie chart to attract a variety of consumers, use different prices for different

people depending on incomes

use other programs other than teacher programs to attract consumers

we advertise in magazine called Yoga Chicago, Facebook, Illumine, want to have an Instagram

presence

what is our job as a marketing class? hearing objective perspective, what things we are seeing

that could change or evolve, introducing thoughts they might not have though of

Initial Client Meeting (Nature Yoga)- By Ellen Schmidtke

Urban Lotus Yoga

Bought Nature, ten years as teachers since its opening

Erica runs workshops now, 6 month program, 200 hr level

1.5 yrs ago, redesigned

Division. Wicker Park.

Competitors like Corepower and Bikram moving in

Can’t compare with the advertising dollars

Social media best way to connect, replaced flyers in coffee shops etc

78

Groupon equalized marketing. (Mark hates it!)

- Put out a deal and suddenly you have as much advertising as power house competitors

- Though then Groupon gets most of the money from the deals

Classes and Training Workshops.

The money isn’t made in the classes

Made in workshops – people coming in for classes to become certified

Differentiation/Competitive Advantage

Corepower: can do it online, factory style

Nature: 6-7 month long program

- truly believe they have the best teachers. Longest active.

- on a really busy walking street, foot traffic

- use psychology to teach yoga, using many different settings

- not about just the methods, about the whole picture

Moksha yoga: LARGE

Cost Structure

One of the most affordable studios in the city.

Raised prices three months ago, actually saw increase in clients. Possibly not related.

No membership but packages available.

Want to increase teacher training but also class attendance.

Potentially expand training programs.

Nature = traditional yoga background

“Nature yoga is like my community, my family”

Not pretentious, though the pretentious atmosphere sells.

79

Loyalty – many stay around, not the ones who are spending money in the studio. Paying for

classes

1 Studio manager, Mark, Erica = paid staff

Other studio manager/teachers all “trade” “Will work for yoga.”

Few hours on Thurs/Saturday for Training – MUCH easier for the avg person to fit it into their

schedule (most programs take up whole weekends for months)

Consumers coming for all reasons –

Teachers

Style

Good for their schedule

Target Market:

Not very targeted, working to offer new things

Growing families in the neighborhood – baby classes

Illumine

Exhibit 4: Focus Group Information

Focus Group Moderator Guide

Engagement questions:

How comfortable are you participating in physical activities in a studio or gym?

How comfortable are you doing yoga?

Exploration Questions:

What has influenced your interest/disinterest in yoga?

What are some of your personal pros and cons of doing yoga?

How do you feel about yourself when you participate in physical activities?

How do you feel about the psychological effects of doing yoga and what do you think they are?

When engaging in physical activity, how do you feel about arriving with a friend or family

member?

Exit question:

80

Is there anything else you would like to say about why you do or do not participate in yoga?

Focus Group Interview (conducted by Adam Squinto)

Participant: Student at Loyola University of Chicago majoring in Education with a strong desire for sports

and inspiring young individuals. He is a young professional pursuing a career in Middle School education.

He is a very active individual originally from Philadelphia who participates in yoga twice a week and

really enjoys what each class has to offer.

#1- very comfortable with physical activity

#2-a little uncomfortable because I was lost and self-conscious that people were looking at me because I

am a beginner

#3-I heard it is a good stress reliever and different form of exercise than running and lifting, basically was

looking for something different

#4-pros-good work out, relaxing con-going to take a while to get used to it and know all the positions

#5-good, I like to work out and sweat, it makes my body feel better

#6-I do think there is a psychological affect I just haven’t felt it yet because I am trying to get the

positions down, I think it is a way to free yourself from stress and get away

#7-I would rather arrive with a friend or family member, I think it would be more fun and relaxing

#8-no, I having nothing else to say

Focus Group Interview (conducted by Charlie Gagliano)

Participant: Female- Active but new yoga participant. Loyola female senior that participates in yoga at

least once per week and is very active in general. She is very dedicated to staying fit.


-I am very comfortable.


-I am new to the sport, but I am comfortable with the challenge


- have a friend who teaches yoga and pilates and so I started by attending her classes


-Personal pros: good for core and muscle toning. Con: lacks cardio activity for weight loss

81


-I feel good. Relaxed, less stressed.


-I am not sure. Focus more on the physcial activity and not the spiritual aspect of yoga.

When engaging in physical activity, how do you feel about participating with a friend or family

member?

-I am fine with it and it can be more fun.


-I like yoga because it is a relaxing workout, but feel other workouts such as running, climbing etc. are

more effective for weight loss and muscle definition.

Focus Group Interview (conducted by Sam Hill)

Participant: DePaul female student who participates in yoga & is getting training to become a teacher-

April 14, 2015


Pretty comfortable. Participates in yoga 2-3 times a week

That is the point of going is to work out with other people. When you’re at the gym you go for

yourself and you’re in your own zone . Not paying attention to other people

Especially in a yoga studio where you’re in the dark, in your own zone. Different for everybody


Pretty comfortable

Went through teacher training this past of February, starting the second part of the training,

started at the yoga studio (Core Power) about a year ago

Did yoga when she was younger- getting back to it wasn’t a big deal for her because of the prior

experience as a young kid


Core Power right by campus- 5 min away from her apartment

Studio Experience Team

o Work 1-2 a week for 90 min at the minimum wage and it goes towards your

membership fee – expensive but if clean there once or twice a week its super cheap

o Incentives and Deals

o Free week- get a feel for it before deciding to join and took the next steps

82


Cons:

o Expensive without student discount- even with those it’s pretty pricy

o Drop ins are in the area of $20, equipment

o Biggest downfall is the price

Pros:

o Good mind and body experience

o When stressed can go to yoga studio and be in your zone, get away from whatever is

bothering you, end up losing weight and getting in shape too

o Has a lot of pros

o If you going to invest in something, it should be your health which spirals into everything

you do


After the fact

When going in, may be tired, thinking “ I don’t want to be here” , “Long day” “Stressed”

Never feel worse than before coming in

More energetic

o That depends on what type of a class you take

Relaxing class= come out more relaxed

More cardio= more energized

o Trained for Yoga Sculp – yoga with cardio and squats. More upbeat, more energizing

o Does traditional yoga- different feeling when coming out of it, detoxified feeling- feel so

much better afterwards


Biggest thing that is emphasize is to be present, there are some challenging poses

When you do balancing, can’t have a lot of mind traffic- have to be in the moment or you going

to fall over

Different challenges= give a way to handle things in real life,

o something that is bothering you- will be more controlled about it, you not going to far of

the handle

o teaching how to handle yourself in difficult situations

Helps sleep better

When engaging in physical activity, how do you feel about participating with a friend or family

member?

Like , exciting to show them what she likes to do a lot

83

Doesn’t stop from doing it- when going she does it for herself

o Not relying on others participating

Enjoys bringing people in and showing them why she likes it so much


Location = huge effect on participating in yoga, can use public transportation- doesn’t have a

ca- doesn’t want to commute, likes that it’s just a 5 min walk

o Motivational factor when going to yoga class

Time evaluation

o Time not a huge factor

o What works with her schedule

o Likes studios that are open late 10pm

o School is first= during finals goes less but tries to at least once a week because that is

when the stress is the highest for her during the year

Like the community- light minded people- people know you – see familiar faces

Focus Group Interview (conducted by Ellen Schmidtke)

Participant: 22 year old, female, student at Loyola who lives in Edgewater. Participates in yoga monthly -

would like to participate more (time and money are her main obstacles)

1. Very comfortable in gyms and with physical activity. I was (am? graduating) on the dance team here so

group workouts/working out in public doesn't really phase me. Sometimes I'd even say it motivates me

more.

2. Moderately comfortable with yoga. I like it and I usually end up doing hot yoga or the "this class

kicked my butt" yoga but that's mostly because sometimes I feel silly in the other classes. Somewhat feel

behind and also just don't know that I have the body awareness that others seem to.

3. Interest influenced by a need to mix up my workout. I like to do different things and some of my future

career options would require me to be physically fit so I like to be a little "adventurous." I'm sure most

people don't call yoga adventurous but I'm still trying to figure it out.

4. Con: very challenging at times feel uncomfortable/don’t know what I am doing. Pro: enjoy the stretch

and flexibity focus, also like hot yoga.

5. I feel good about myself when participating in physical activity.

6. Psychologically, I don’t think I have done yoga often enough to note them. I enjoy the relaxation and

mental challenge.

84

7. I enjoy working out with friends/family. Gives added motivation and sometimes turns it into a fun

activity rather than something I'm doing out of a feeling of obligation.

8. I stopped participating in yoga class (somewhat regularly) due to costs and current lack of enjoyment. I

need to be in the mood to participate.

Exhibit 5: Infographics

RFI Infographic

85

Roundtable Infographic

86

Exhibit 6: Background Information on team Members- Resumes

Gagliano, Charlie

87

Hill, Sam

88

Hreska, Maria

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Schmidtke, Ellen

90

Squinto, Adam

Nature Yoga Final White Paper Deliverable (1)

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Transcript of Nature Yoga Final White Paper Deliverable (1)