Attracting and earning new customers is a challenge for any business. And while getting the attention of your potential clientele is important—it’s also important to know who they are and what’s important to them.
Think of it like selling umbrellas—if it’s raining, it’ll be easier to sell because the needs of your customers align with what you offer. It’s no different in the fitness, wellness and beauty industry. Your brand, your product and your business depend on bringing and retaining the right people as customers.
It can be challenging to identify what your target market, the potential customers who are perfect for your business, are. But a little research and adjustment can mean a big boon for your business—just ask Be Hot Yoga in St. George, Utah.
When Be Hot Yoga started in 2010, it was a one-room studio. The clientele quickly outgrew that space, and in 2014, the studio moved to a larger location—and as more customers came to the studio, it became clear that their needs weren't completely met. Be Hot Yoga diversified its classes—hot Pilates, barre, kettlebell and TRX can all be found on the schedule to a total of 89 classes per week.
But those 89 classes weren't the only significant need Be Hot Yoga found. While St. George is near the joint Utah, Nevada, Arizona border, it isn't close to any retailers that carried the high-quality yoga and fitness apparel that the studio's customers wanted and needed. So, the studio sought and received a partnership with lululemon.
“We’re the only lululemon boutique in all of Southern Utah,” studio co-owner Lisa Feellove said.
The boutique is a vital part of Be Hot Yoga's business strategy. "Every time somebody comes in to buy something, we put them in MINDBODY as a customer. We don't let them walk out without setting up a profile," Lisa explained. "We can track their purchases, and if they ever need to return or change anything, we have a record of that. We give them a free class pass so that they come back."
(And those customers do come back—according to Lisa, four out of five retail customers join Be Hot Yoga.)
While the boutique brings foot traffic into the studio, it's far from the only opportunity the studio has to attract new customers. After all, St. George, is the gateway to Zion National Park and attracts thousands of visitors each year to its outdoor recreational activities. And while the studio does attract tourists to the studio, it's another St. George institution that's meant the most to the studio: Dixie State University.
As the studio grew, it began offering teacher trainings in each of the types of fitness provided in the studio. In 2016, Be Hot Yoga began offering teacher accreditation through Dixie State so that college students could become licensed practitioners within one semester.
With these specialized programs tailored to Be Hot Yoga's customers, the studio has seen increased growth in both students and income—from 2016 to 2017, the studio's earned revenue alone grew 10.5% year-over-year.
And Be Hot Yoga isn’t stopping anytime soon—according to Lisa the studio is looking at expanding in the Southern Utah, and beyond. "People stop here because the location is amazing and beautiful," Lisa said. "I just don't think a lot of people don't know about St. George, but we're hoping to change that."