10 Yoga Marketing Ideas To Grow Your Studio in 2025

More people than ever are rolling out the yoga mat and prioritizing their mental and physical health. The rise of hybrid online-offline coaching has fueled a post-pandemic surge in mindful movement and created a booming yoga industry valued at $21.5 billion in the US alone—and projected to reach $34.3 billion by 2035.

With established chains like CorePower Yoga and YogaWorks benefiting from corporate budgets, smaller studios need to get creative with their marketing efforts. Here are 10 proven ways to market your yoga business without stretching your resources too thin, featuring expert tips from Salt & True co-founder Taylor Jones.

10 yoga marketing tactics to grow your studio

1. Solidify your brand identity
2. Optimize your website
3. Start content marketing
4. Post on social media
5. Start a referral program
6. Create a loyalty program
7. Create an email series
8. Consider paid ads
9. Build local ties
10. Make branded merchandise

Successful yoga studios have a clear understanding of their target audience and how to reach them. Taylor Jones and her sister Serra Miller run Atlanta-based design studio Salt & True, which helps businesses find their audience, refine their identity, develop retail products, and clarify their messaging.

Here are 10 practical marketing tactics for your yoga studio marketing plan, with expert insights from Taylor’s hands-on experience:

1. Solidify your brand identity

A strong brand identity is rooted in your studio’s philosophy, helping potential students immediately understand what sets your approach to yoga apart and simplifying marketing with clear, consistent messaging.

Use your website, social media presence, and digital communications to tell a cohesive story about who you are and what makes your studio unique. Reinforce your brand story by showcasing instructors, student transformations, and wellness partners—whether meditation teachers or influencers—that align with your studio’s philosophy.

“Start by getting specific about your philosophy,” Taylor says. “Are you all about alignment and discipline or softness and surrender? Your brand identity should reflect that intention across every element, from color palette and typography to your copy and class naming conventions.”

Convey your studio’s personality and offerings through visuals (colors, fonts, imagery), voice (how you communicate), and values (what you stand for). For example, use soft, earthy tones for a mindfulness yoga practice or bold, dynamic visuals for power yoga.

Showcase your brand identity in everything from class descriptions to Instagram posts. Reflect it in your physical space through studio design, instructor training, class selection, and retail products. Every detail—from how your front desk staff greets students to the scents in your changing rooms—reinforces your brand promise and creates a one-of-a-kind experience.

“The most memorable studios are the ones that make you feel something the moment you step inside,” Taylor says. “We like to think about visual identity as a reflection of the studio experience—so if your classes are all about groundedness and breath, lean into warm neutrals, organic textures, and a calm, minimal logo. If your studio is high-energy and music-driven, a bolder palette, punchier fonts, and playful graphics might feel more fitting.”

2. Optimize your website

Your website serves numerous purposes—helping potential students find information, book yoga classes, and understand what to expect when they visit your studio.

Ensure your website reflects your brand identity, follows SEO best practices that make it more likely to appear on Google search results pages, and includes all the essential information.

“Clarity and simplicity go a long way,” Taylor says. “A homepage that communicates your vibe and your values, a schedule page that’s easy to navigate, and a page that breaks down class types (with images and short descriptions) helps new clients feel at ease.”

Include these fundamentals on your yoga studio website:

• Schedule and pricing. Make your schedule easy to navigate with clear filtering options for class types, instructors, and times. Keep pricing transparent and easy to understand, and clearly outline membership benefits.

• Booking capabilities. Integrate booking software to make class sign-up simple. If your website is built on Shopify, the Shopify App Store offers various scheduling tools, such as Meety and Cowlendar, to simplify bookings.

• Team page. Feature your instructors with professional photos and compelling bios that highlight their experience and teaching philosophy.

• About page. Share your studio’s story, mission, culture, and unique approach to yoga to help potential studios decide if your values align with theirs.

• Studio rules. Create a respectful environment by setting clear expectations about studio etiquette. Share policies on silencing phones, cancellations, filming, and sharing on social media.

• CTAs. Call-to-action (CTA) buttons are prompts that encourage immediate response or engagement. “Make sure calls-to-action are frequent, visible, and feel low-pressure,” Taylor says. “‘Come move with us’ is a lot more inviting than ‘Buy Now.’”

• Social proof. “Sprinkle in social proof—testimonials, instructor bios, photos of real classes,” Taylor says. “People want to see themselves reflected in the space.” Social proof builds trust by sharing authentic positive experiences with your studio.

• Email capture. Encourage email sign-ups by offering valuable rewards like a free wellness guide or discount on a beginner’s class. Email strategies, like newsletters, can nurture relationships with students who aren’t ready to book.

• Social buttons. Include easy-to-find links to your Instagram, TikTok, Facebook, YouTube, and other social media accounts. Encourage visitors to follow your accounts to get a closer look at your community, events, and culture.

• Location information. Provide your exact address, hours of operation, and nearby parking options or public transit routes. Consider embedding a Google map to help new students find your location.

• Contact information. Make it easy for potential students to reach out with questions by sharing a phone number, email address, and contact form.

• Promotional offers. Prominently feature new student specials on your homepage to encourage first-time visits.

3. Start content marketing

Content marketing promotes your yoga business by sharing helpful information with prospective and current customers through blog posts, YouTube tutorials, podcasts, and more. Your content marketing strategy starts by identifying and understanding your target yoga practitioner. Tailor your content to their struggles and aspirations.

“We recommend studios dig into the ‘why’ behind their practice and pair that with a clear sense of who they’re serving,” Taylor says. “A deeply spiritual brand might appeal to longtime yogis, while a community-focused identity with approachable language might resonate more with beginners. Don’t be afraid to niche.”

After identifying your audience, create a content strategy and calendar to plan and organize your posts. Outline what content you’ll share, which platforms serve it best, and when your audience is most receptive. Here are a few content marketing formats to consider for your yoga marketing plan:

• Blog posts. Attract search traffic while addressing common questions and interests of yoga practitioners. For instance, an article on “Vinyasa vs. Yin: Finding the Right Practice” can help beginners choose classes. Use SEO tactics like including specific keywords in your blog posts to increase visibility with potential customers.

• Podcasts. Build connections through audio storytelling that listeners can enjoy during daily activities like cooking or commuting. For example, create episodes where your yoga instructors share their personal journeys into teaching, which can help develop their personal brands and strengthen emotional bonds with students.

• YouTube videos. Complement your in-studio practice by sharing wellness practices on YouTube. You might offer guided meditation sessions that give students a taste of your teaching approach or virtual yoga classes to help them continue their mindfulness journey at home.

• Ebooks and guides. Establish your expertise by offering in-depth written content. You might create a downloadable Complete Guide to Yoga Props manual showing students how to use blocks, straps, and bolsters to deepen their practice. These resources can be “gated,” meaning visitors must provide their email addresses in exchange for access.

4. Post on social media

Social media marketing builds brand awareness and creates a community for current and prospective students.

“The voice should be cohesive, but each channel has its own rhythm,” Taylor says. Your website can go a bit deeper into your story and business details; social is your space to show the human side—teachers, community, behind-the-scenes moments.”

A successful yoga business knows the value of social media platforms. Shareable, inspiring content shows off your practice, fosters community engagement, and helps attract new clients. Short-form videos on platforms like TikTok and YouTube Shorts can demonstrate quick poses and breathing techniques or offer an intimate glimpse into your space. Text-based platforms like X and Threads are less common in yoga marketing but worth testing, especially for community updates and announcements.

Here are a few yoga studio marketing ideas for your social media channels:

• TikTok. Share behind-the-scenes footage of workshop or retreat preparations.

• Instagram Reels. Encourage new instructors to introduce themselves and demonstrate their signature pose.

• Facebook. Celebrate student milestones, like attending their 100th class or mastering a challenging pose.

• Instagram Stories. Repost members’ user-generated content (UGC).

• TikTok Spark Ads. Collaborate with a local wellness influencer to extend your reach beyond current followers.

5. Start a referral program

Yoga students often attend classes with friends, making referral programs a natural fit for studios. The simplest approach is a basic “bring-a-friend” model, where existing members can invite a guest for free or at a discounted rate. More structured programs might offer a “class for class” exchange, where members earn a free class when their referred friend attends their first paid session.

Many studio management platforms like ZenPlanner or WellnessLiving have built-in referral tracking, making implementation straightforward. Some studios even gamify their programs, using these platforms to offer tiered rewards like branded merchandise, access to special events, or yoga mats after multiple successful referrals.

When designing your program, focus on creating a win-win with valuable incentives for both parties—like a complimentary class for the new student and studio-branded merchandise or access to exclusive yoga retreats for the referring member.

Here’s where to promote your referral program:

• In class. Encourage instructors to mention the referral program at the beginning or end of class, positioning it as “sharing the benefits of yoga with loved ones” rather than a sales pitch.

• Emails. Feature your referral program prominently in emails. Have clear instructions and consider spotlighting members who’ve successfully referred friends.

• Social media. Create shareable graphics explaining the program and periodically highlight the rewards to keep it top-of-mind.

• Website. Dedicate a page to the referral program with easy-to-find links in your main navigation or footer.

• Studio signage. Place eye-catching posters near check-in areas and changing rooms with QR codes that link directly to your referral program page.

6. Create a loyalty program

Loyalty programs share many similarities with referral programs—they’re often managed through the same software, promoted in similar ways, and may even offer comparable rewards. However, loyalty programs focus on rewarding students for their personal attendance rather than bringing in new students. 

Keep students coming back to your studio by offering tangible incentives for repeat attendance and keep track through class punch cards, attendance milestones, or a points system. With popular platforms allowing students to visit multiple studios under one membership, yoga students increasingly attend classes across different studios, making it hard to build a loyal customer base. A well-designed loyalty program counteracts this trend.

For example, a basic loyalty program could offer a free class after every 10 paid classes, while a more gamified approach might award points for attendance that can be redeemed for merchandise, workshop discounts, or special member events. The Shopify App Store offers several tools to help manage and implement customer loyalty programs, like Smile.io and Growave.

Loyalty programs can also help counteract yoga’s seasonal nature—participation peaks during summer (40%) and fall (35%), while spring (15%) and winter (10%) see lower enrollment. For example, you could offer special winter and spring incentives that expire in summer to create more consistent attendance throughout the year.

7. Create an email series

Email marketing is a powerful, direct way to keep your community engaged between visits to your studio. Regular emails or a newsletter let you share studio updates, upcoming events, and class schedule changes, and cultivate relationships with both active and lapsed members. Unlike social media, where algorithms decide who sees your content, emails land directly in your students’ inboxes. You can distribute existing blog posts this way, but newsletter-exclusive material can make subscribers feel like insiders.

Here’s how to launch a newsletter for your yoga studio:

1. Set up your email capture system. Add a simple sign-up form in visible spots on your website—like the homepage or footer, or after blog posts. Use an email marketing service like Shopify Email or take advantage of your booking software’s built-in email tools.

2. Create a compelling lead magnet. Offer something valuable in exchange for a visitor’s email address. This could be a downloadable Guide to Common Intermediate Poses or a 7-Day Morning Yoga Sequence video series.

3. Develop a welcome sequence. Design a series of three to five automated welcome emails for new subscribers. These could include a brief studio history, introductions to your teachers, class etiquette tips, and a special offer for first-time students. This builds relationships with new contacts before they receive your regular newsletters.

4. Set your content calendar. Decide on a sending schedule you can keep up with—whether it’s weekly, bi-weekly, or monthly. Mix up your content with pose breakdowns (e.g., warrior poses, inversions, hip openers), behind-the-scenes studio updates, student stories, and upcoming workshops.

5. Assess and iterate. Use your email platform’s analytics to track open rates and see which content generates the most interest with your yoga community so you can deliver more of what your students love.

8. Consider paid ads

Paid advertising complements organic marketing (content you don’t pay to distribute) as part of a complete yoga marketing strategy.

Google Ads are particularly effective for yoga studios because they capture high-intent searches (which indicate a strong likelihood of purchase) from people actively looking for what you offer. Focus on local keywords, like “yoga studio in Cincinnati,” “hot yoga Seattle,” or “hatha yoga Brooklyn.” Tailor ad campaigns to specific offerings at your studio, like postpartum yoga, meditation classes, or teacher training programs.

Social media ads are key to a paid digital marketing strategy because of narrow targeting options (e.g., women aged 25 to 45, wellness enthusiasts, recent fitness app downloaders) and engaging visual formats (e.g., carousel ads showcasing your class types, videos of actual classes, or stories with student testimonials). These targeted ad types build awareness among people who are not actively searching for yoga but fit your target demographic. You can also create retargeting campaigns to bring in website visitors who haven’t yet booked a class.

You can also work with local wellness influencers who have authentic connections to your community. Look for nano-influencers (1,000 to 9,999 followers) or micro-influencers (10,000 to 99,999 followers) who already practice yoga and align with your studio’s philosophy. A simple arrangement might include complimentary classes in exchange for Instagram posts or TikTok videos sharing their experience at your studio with their followers.

9. Build local ties

Nearly half of consumers consider community an essential part of their wellness experience, and more than a third are likely to choose wellness businesses known for their community-building efforts.

When someone walks into your yoga studio for the first time, they may have been referred by someone they trust. Local partnerships tap into established community networks, putting your studio in front of potential students through organizations they already know of and love.

Here are a few local yoga marketing ideas:

• Free classes. Host free classes at neighborhood spots like parks, farmers markets, or community centers to introduce your studio to new faces.

• Holidays. Create an International Yoga Day event by partnering with other wellness businesses for a community celebration on June 21.

• Shelter spotlights. Team up with a local animal shelter for “cat yoga" or “dog yoga” events that appeal to new students—and help animals find homes.

• Local business partnerships. Collaborate with small local businesses like juice bars or athletic wear shops to create reciprocal discount programs and cross-promote each other’s services.

• Corporate wellness. Offer a corporate wellness program to bring yoga directly to local workplaces.

10. Make branded merchandise

Branded merchandise can extend your community-building efforts as your studio gains a loyal following. When a student wears your shirt to the store or uses your branded mat outdoors, it creates natural visibility for your business.

“Merchandise is a chance to get playful or affirmational,” Taylor says, “especially if the brand includes meaningful mantras or visual motifs that work well on wearables.” Start with a small collection of three to five pieces—yoga mats, blocks, water bottles, t-shirts, and tote bags—that reflect your studio’s aesthetic and values, then expand based on community feedback.

Branded merchandise also makes an excellent reward for referral and loyalty programs. Rather than discounting classes—your core service—merchandise gives you a tangible reward that reinforces your brand identity each time it’s used or worn.

You can sell your merchandise in your store or at your studio. Shopify’s point-of-sale system syncs your in-person sales with your online inventory, making it easy to manage purchases made via multiple channels.