Tiina Veer is a client of mine who’s an amazing example of the power of proper niching in action. Instead of trying to make her yoga class appeal to everyone – she chose a very particular niche.

People who don’t look like Barbie Dolls.

There’s a whole community of people with ’round bodies’ who might feel intimidated to go to a typical yoga class. But, with Tiina, they find an incredibly safe and supportive space.

I love this.

Yoga for Round Bodies

CLASSES & RETREATS

These yoga classes and retreats are offered specifically with the round body in mind. In these classes and retreats, not only will you have the opportunity to explore yoga in a way that suits your constitution/anatomy best, you will also be able to practice and explore in a comfortable, non-competitive environment in small groups, in pleasant surroundings. Classes will include restoration (deep relaxation) practices, gentle yoga and mindful movement.

Absolute beginners welcome along with any other “level.” Any size is welcome. This exploration is not about how big or not big, nor how advanced or not advanced, how flexible, nor how strong. Nor is it about weight loss. It is an opportunity to come and begin from where you are, to move your body and quiet your mind in a comfortable, supportive environment.

NO YOGA EXPERIENCE IS NECESSARY, yes really!
And your teacher is round, too!

These offerings are intended for beginners and do not include vigorous practices, however, if you have done yoga, they include a significant amount of restorative practice–of benefit to anyone–and foundational principles that can be applied to any level of practice.  Class size is small enough to accommodate modifications and individual attention.  And because stress is a significant challenge faced by most of us, ample time is given to explore relaxation/restoration practices so you can also learn useful tools to counterpoise everyday stress and its effects.

I did a quick interview with Tiina about this and here’s what she had to say,

What gave you the idea to start this?

“After practicing massage therapy for a number of years, I realized I needed to do something to counterbalance the physical stresses of my work, and thought Yoga would be perfect.  Though I quickly fell in love with yoga, I found myself frustrated and discouraged over and over, as it was difficult to find teachers who were able to work with my very round body.  When I discovered yoga using props, I found some liberation in the practice, but when I found a class called “Full-Bodied Yoga” and tried it, by the third class I found myself saying, “Oh my God, I have to become a yoga teacher so I can teach classes like this.”  That is where the seed was planted, and I’ve manifested a thought into reality.  Feels great!”

“The response has been incredible.  Even people who aren’t in the “round camp” think it’s a great idea, that it makes so much sense.  And it does.  A lot of round women feel judged, or like the third wheel, in “regular” yoga classes.  It makes sense to create a safe, non-judgmental space for us to practice together, with a teacher who knows how to modify poses to the unique needs of a rounder body.  As women discover these classes, workshops and retreats, I get this comment a lot:  “It’s so great there’s a class JUST FOR ME out there!””

“Hogwash.  My niche came very naturally to me, but if I had to choose to-niche or not-to-niche, I would definitely niche.  By having a niche, it allows me to utilize and develop my skills, knowledge and expertise in a very focused way.  In the end, it also makes marketing EASIER… the niche guides where I spend my very limited budget of money and time.  E.g., if I’m just promoting a regular yoga class, aside from the usual suspects, like online yoga directories, etc., where would I advertise?  If you’re advertising to EVERYBODY, like in a major city’s newspaper for example, your message is going to be totally watered down, unnoticed.  If I take a targeted message/product/service with to a specific group with a deliverable promise specific to them, it will capture attention because they want what I have to offer them specifically.  It’s impossible to “market to everybody.”  You have to find out who is interested in what you have, or tailor what you have to specific groups.  “Marketing to everyone” is kind of like being Waldo.”

 

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Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program https://marketingforhippies.com/niching-for-hippies/