The pandemic convinced many yoga business owners to try different ways of reaching students.
It’s all part of Rehman’s new normal. After being limited to virtual teaching for much of the pandemic,
“We lost so many people unwilling to pivot,” Kates said. “But eventually, people said ‘We can’t live without this. Please keep it.’ Everybody changed through the forced experience of what covid asked of us.” The rise of online yoga courses, video conference programs, mobile yoga apps such as Glo and influencers created new avenues for audiences, and studio owners acknowledge that these options may appeal to those unable to pay for in-person classes.“Why would they pay $15, $20 online when they can do it for free?” Bowen said. “If people lost their job because of the pandemic, they would do that.”Virtual studios made it harder for small studios to compete, Kates said.
“No one’s ever shifted it,” she said. “The big thing that will come now is that the industry is open to evolving.”The rise of yoga instructors on platforms such as Instagram and TikTok allows teachers to reach a wider audience, which would have happened eventually even without pandemic lockdowns, said Toni Carey, a spokeswoman for the nonprofit association Yoga Alliance.
The pandemic accelerated the trend of virtual yoga classes. Since 2016, the gap between those who prefer taking yoga at home versus in studio has widened.
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