Ahimsa and Marketing Your Yoga

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Ahimsa and Marketing Your Yoga

There are days that you know what you’re doing is exactly what you’re meant to be doing. It feels like you’re so on top of life! Ready to tackle anything that comes your way! Diving in and jumping off and launching up! All of those fabulous “GO!” words.

I realize it doesn’t always work this way. It is nearly impossible to stay in that state for an extended time. It’s an ebb and flow, and that’s a healthy place to be. Some days thinking about my role in the yoga profession is daunting and all I want to do it crawl back to my steady elementary school job. I keep moving forward because…

…some days I find myself connecting with all the right people, hearing all the perfect things, and knowing exactly what I need to do and where I need to go next.

Today was the latter.

I had the opportunity to interview Shayna Hiller for our upcoming Yoga Teachers Talk: The Business of Yoga online summit. The whole process of organizing a summit from beginning to end has been such a learning experience (want to flex your beginner’s mind, anyone?) and in so many ways is testing and expanding my grasp of yoga as a whole practice.

Today our focus was marketing. Now, I won’t go giving away the whole interview (trust me, even this one conversation with Shayna is worth signing up! So sign up!), but our discussion on ahimsa, or nonviolence, in marketing really spoke to my core today.


I really think I’m in good company when I admit that marketing terrifies me. I don’t want to do it. To put myself out there, invite others to participate in something I’m organizing, or (gulp!) ask people to give me some of their hard-earned money in exchange for what I’m offering? Am I worth it? What do I truly have to offer?

Talking to so many yoga teachers, I know I’m not alone when I wonder these things.

Plus, we’ve all had experience with that “used car salesman” marketing strategy. I think this stereotype is one of the biggest reasons marketing feels so icky. But it doesn’t have to feel this way.

In this moment, my biggest take away from Shayna on marketing with ahimsa is, “You’ve got to be gentle with yourself on this.”

Wow. Be gentle. In marketing. Placing one foot in front of the other in a way that feels good. Trying something small (or something big) when ready and doing it with amazing tenderness. Showing up every day and practicing gently. Isn’t that what yoga is about?

So I’m off to practice in a whole new way.

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