Page 111 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Why?
1. Yoga is the only discipline in which strength, flexibility and balance are often used
together, increasing all three in those who practice.

2. Yoga relaxes both muscles and minds-key in retaining health and longevity.
3. The breathing practices of yoga increase the ability to oxygenate the body, leading
to an overall feeling of energy and well-being.

Practically speaking, yoga is also the most accessible form of exercise: It requires no
special equipment or clothing and can be practiced in whatever space is available, even in
an airplane seat or on a bed. It can be practiced anytime, anywhere, by anyone of any age.

A Singular Opportunity for Greater Profits
Despite its obvious popularity and many benefits, economically speaking, yoga is being
given away in most health clubs and undervalued in studios. Yoga is offered almost
entirely in classes, which are generally included in monthly or other fees. What clubs in
general, and even many studios, are missing is the great potential that exists for one-on-
one yoga instruction.
For several millennia, yoga was taught to people of all ages in a one-on-one format.
Traditionally, the discipline addressed the physical, mental and spiritual needs of the
individual. Today's class format limits the leader from working on the specific needs of
different individuals. What's more, there is rarely any effort to teach participants how to
utilize yoga to help them in their daily lives.
However, the Boomer market for individual (or very small group) yoga sessions is huge,
offering substantial advantages for consumers and facilities alike. For people with physical
limitations, I would argue, private instruction is the only safe and effective way to learn.
And there are many other types of clients who can benefit from studying this way, even if
only to get started.

Healthy, Active Boomers
The youngest, healthiest and most active Boomers don't see themselves as having special
needs; may not yet be worried about the effects of aging or overuse; and tend to be
interested in fitness, fun, stress relief and improved athletic performance. Why would
these people find private yoga appealing?
Athletic coaches of individual sports like tennis and golf have discovered that yoga offers
more than a way to increase flexibility, balance and strength without creating bulk that
gets in the way of performance and adds weight. Many coaches also understand that
controlled-breathing skills help maintain target heart rate zones for optimal performance
and that yoga has positive effects on managing distractions and improving concentration
and body awareness.
Since tennis and golf are still the sports of choice for affluent male professionals wishing
to be active and competitive with friends and business associates, it makes sense that
private yoga will be an attractive offering. For people in this vital, moneyed segment of
the club industry (ASD reports there are approximately 5.2 million regular tennis players
and 5.6 million regular golfers), a practice that will help them control both their skills and
their temperament during performance will be a powerful attraction.
The private yoga instructor need not be particularly knowledgeable about a specific sport
to improve a player's performance. General observations about the applicability of the
physical and mental aspects of yoga will be quickly seen by this bright demographic, as
soon as its members begin to experience yoga.
Contd...

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