Yoga Brand Lab.
Marketing training for yoga teachers.
Yoga Brand Lab - From feeling “icky” about marketing to confident marketeers.
The Brief
Yoga teachers typically struggle with marketing themselves, often feeling uncomfortable with the idea of selling. They needed a way to promote their services that aligned with yoga values rather than feeling commercial or pushy.
The Strategy (Spine)
I created a simple marketing framework specifically for yoga teachers that aligned with yogic principles and values. Rather than generic marketing tactics, the approach focused on authentic community building that felt congruent with their practice.
The Voice (Soul)
Through dozens of webinars on topics from finding your tone of voice to discovering your brand purpose, I developed content that spoke directly to yoga teachers' specific concerns and values. The language balanced practical marketing advice with spiritual integrity.
The Brand Connection (Heart)
The framework connected marketing activities to the deeper purpose of sharing yoga with those who need it, reframing "selling" as "serving." This emotional recontextualization helped teachers overcome their resistance to self-promotion.
The Impact
The Yoga Brand Lab group grew to over 350 members, with individual webinars attracting 70+ live viewers and hundreds more watching replays. Beyond skills development, the initiative created a supportive community where teachers help each other succeed both online and offline.
My Role: Marketing framework creation and training, webinar development and hosting, website critiques, community building.
In Action: Click the images below to read the full content.
Yoga Brand Lab: Marketing training for yoga teachers - click the image to visit the Facebook group
“Lucy has real empathy for and understanding of a yoga teacher’s challenges around marketing their yoga classes and retreats.
Being coached by Lucy and digging down on my purpose, values, wants, and needs has been a valuable reboot to my yoga business. I needed this encouragement and support to bring focus and re-energise.
Lucy’s approach has been a breath of fresh air; fun and at the same time on point and incisive. Her branding expertise and entrepreneurial savvy add so much value to the conversation. The structure and ongoing summaries provided me with much-needed direction.
These sessions have helped me to find my teaching voice and confidence in this expanding and increasingly competitive marketplace.”
JULIE BICKERTON, THE YOGA HUB, HARTFIELD
Yoga Brand Lab: The Brand Lab is a Social Learning group in order to make it easy to work though the webinars that I have been posting. Users can mark guides as complete when they've done their homework! Click the image to visit the learning content. (You will need to be a Brand Lab member.)
“I emailed Lucy first and she suggested we talk on the phone, this gave me a really good opportunity to get a feeling and the vibe was great as we spoke. I knew she was the right person for me to use. I then got work and sent Lucy over a lot of info very disorganised along with terrible grammar. It was very long, frankly a mess. Lucy condensed it down and turned it into something very beautifully written and yet with my voice in it. I’m thrilled! I’m so happy with the result and would not hesitate to ask her to do more writing for me. Thank you so much Lucy.”
VIVIEN ROW, THE YOGA DEN
55 Ways to Attract More Yoga Students is packed with marketing ideas - click the image to download the workbook
I give marketing webinars to the British Wheel of Yoga’s 5000 members. It’s my way of helping yoga teachers find the students that need them. Click the image to visit the British Wheel of Yoga website.
“How to Get Bums on Mats” was my most recent marketing webinar for the British Wheel of Yoga’s members. It was attended by 70 teachers live with hundreds more watching on replay. Click the image to visit the British Wheel of Yoga website. If you are a British Wheel member you can watch the webinar for free. Just log in and search “Lucy Edge”.
The 7 steps to get “Bums on Mats”. Click the image to visit the British Wheel of Yoga website. If you are a British Wheel member you can watch the webinar for free. Just log in and search “Lucy Edge”.
4 marketing webinars to watch now.
Creating Your Brand Stand
Laying the foundations of your brand by helping you get clear on your brand stand.
Learn to act as a beacon of light, attracting your people - the students who share your beliefs and love your purpose.
Watch time: 44 minutes 15 seconds
Creating Your Brand Identity
All the tools and tips you need to visualise your personal brand identity and bring that visualisation to life.
From selecting your colours and fonts to deciding your tone of voice.
Watch time: 46 minutes 58 seconds
Webinars 3 & 4.
Creating Your Brand Content
How to create content that aligns with your brand stand and gets the kundalini rising!
Watch time: 56 minutes 21 seconds
Spreading the Word
How to use social media, email marketing and PR to get the word out.
AKA - How to make friends and influence people.
Watch time: 52 minutes 07 seconds
