Music can be used for a variety of purposes in yoga studios, both in the lobby/retail area and in class.
The soundtracks you choose affect both employees and customers, so it’s important to take a close look at what’s being played, who has influence on people and how to make music be an inclusive experience for everyone. The right background music can improve store image, make employees happier, reduce employee turnover and stimulate customer spending.
Music has the power to enhance a wide variety of experiences, but as business owners, how do we find music that everyone is going to like?
One thing that is always beneficial is to identify who the taste-makers and ‘natural-born’ music curators are in your community, and ask them for help. Experienced people will choose music to play that is going to make people feel more comfortable, at ease, relaxed and safe. From a business point of view, and in terms of having people relate to a brand, this is ideal. Reaching out to your staff, and to your community to discover who the music enthusiasts are can be a helpful resource.
Of the research that has been done, slow-tempo music was found to be the most successful at getting customers to spend more and feel good about doing it. This is particularly good news for yoga studios as most of the music is slower in pace. Like yoga, good yoga music should be relaxing but allow you to focus more on what you’re doing.
Choosing music that naturally creates this kind of easy going environment is one particular key to making people feel welcome. This can translate as leaning towards instrumental music that’s slow and pulsing, vocals in other languages and soft melodic elements that are easy to take in as being either in the background or foreground.
Freshness also helps, especially for the staff. Allowing staff to curate the music can lead to conflicts, whereas the goal of a good music curator is to find music that lies beyond individual taste and instead create soundtracks that appeal broadly. It’s difficult to articulate ‘what’ kind of music because it’s much more about the sequencing. What you choose to play when can make a huge difference in how a playlist appeals to a crowd of varying tastes.