A studio’s products can be as important to the practice as the instructors are for some yogis. Whether it’s an apparel line or a full branded merchandise line, it can create an added revenue stream for studios.
Adrienne Hoxmeier, co-owner of Meraki Yoga, believes her students will support anything with the studio’s logo on it. She said she and co-owner Rachael Butts really took time in considering what their students would want when they began creating the merchandise.
Meraki Yoga is based in Fort Collins, Colorado, which Hoxmeier described as “a big town, but a smaller fitness community.” The owners strive to provide students with a boutique yoga experience in a comfortable, calm environment.
As a studio in a small town, the pair agreed their biggest priority is thinking about what their students would want. Because there is no Lululemon down the street, students choose to use Meraki as a resource for their yoga apparel needs, if they can provide something Lululemon can’t sell, like their brand. The owners stated that they do find students shopping at stores like Lululemon and Athleta, and they said that’s why they’ve found it’s extra important to have their logo on the apparel they sell. That’s what makes the difference — their logo. When it comes to apparel without their logo on it, it’s not as easy to compete with the larger apparel stores. But since they did take the time when creating their logo to think about how it would translate onto different garments, they’ve found more success with all of their logo’d garments in comparison to the ones without it. That’s what students are willing to support.
“We considered what may or may not look good on them — what they may or may not feel comfortable in,” said Hoxmeier. “we wanted it to be worn casually out in normal life, or on the yoga mat and still be a good article of clothing to workout in.”
They also said being a local business supported by their community encouraged them to ‘practice what they preach’ when choosing the companies involved in production. As a local business asking for support from their community, they too want to support local businesses when possible whether it’s for printing, graphic design or any other facet of production.
“We try to find businesses in Fort Collins that are doing a good job at what they specialize in and use them to support our business as well,” said Hoxmeier. Printing, graphic design and production is all kept local when they find companies with the proper resources for what they need.
At their studio, apparel is only a portion of what they offer in their retail section. In fact, they have an entire merchandise line from car stickers to travel gear to a surprising best seller —candles.
Not only do they take the time when creating the merchandise to think about how everything will look, but also how their products will translate into different spaces and the energy they’ll create.
Students like products that support their studio or can give their own practice space at home a similar feeling to a studio they’ve had a comfortable experience in.
Hoxmeier said their students are more compelled to buy their products when they see the instructors wearing them, whether it’s in the studio or on social media. Studios can utilize Instagram stories to engage and once they’re drawn in then the posts will inform them more about your studio. Your studio, your mission, your instructors, your products and your practice can all be conveyed virtually.