Caption: Dog doing downward dog.
I have been a yoga fan lately going to this yoga studio in my neighborhood almost every day. I signed up for this unlimited plan for $99 per month so I can go whenever I want for as many times I want.
Every lesson costs $16. If it is $99 per month, as long as I go there for more than 7 times in a month, I get my money worth. $99 per month? What a deal!
Not I until I told my friend about it.
“$99 per month? That’s expensive! My gym is only charging me $80 per month and I can use the facilities 24 hours a day and they even have yoga classes!
Your studio is ripping you off! It’s expensive!” my friend said in shock.
Well. Here is my justification (at least that’s what I want to believe).
Going to yoga is not just about the exercise. For me, it’s more than just exercise.
It is the meditation.
It is the teachers and their expertise.
It is the different style of yoga they teach.
It is the atmosphere.
It is the tea that they serve.
It is the scent.
It is the skylight and the high ceiling.
It is the nice sofa.
It is the soothing music.
It is the feeling they give.
More importantly, it is the community.
As a yoga practitioner, not only I am willing to pay a premium for yoga classes, I would also.
Wear special yoga clothing
Use special yoga mat
Use special yoga mat carrier case
Listen to special yoga music
Read yoga magazine
Go to yoga retreat
Follow specific yoga gurus
For me, going to yoga is not just about the exercise. It is a belief. It is a life style choice and it is my identity.
The marketers at my yoga studio have successfully created a loyal fan.
Someone who really want to pay $99 per month forever and ever and feel exceptionally good about doing so.
All of us have a lot we need to learn from yoga.
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