Needs Yoga Instruction & Injury Prevention Practitioners, regardless of skill level, want clear and detialed instruction on yoga poses. Their focus is on education for injury prevention. Fitting Yoga into a Busy Lifestyle Beginners and advanced practioners acknowledge the wide diversity of yoga styles, and seek information by style category. Information on Diverse Yoga Styles Most practioners interviewed lead busy lives, and appreciate quick and accessible information on ﬁtting yoga into their schedules. Yoga as a Social Activity Due to a wide vareity of skill levels, practitioners value diﬀerent types of content, and require clear navigation and searchability. Regardless of skill level, most practitioners valued yoga as a social activity. 6. 8. 7. 9. 10. Interest In Gear All practitioners interviewed required similar types of gear and related products. Interest in Special Events Practitioners were interested in special events such as retreats, festivals and workshops. Focus on Stress Reduction Readers of the Magazine Enjoy Content on Yoga Lifestyle The vast majority of practitioners noted and valued yoga’s various non-physical beneﬁts, such as stress relief, relaxation, and lending a sense of calm. Practioner Skill-Levels and Needs Vary Widely People who read Yoga Journal were most interested in the lifestyle content within the magazine, wheras those who frequented the website enjoyed more diverse content. Magazine and Online Content Reach Diﬀerent Audiences Diﬀerent practioners preferred either the magazine or the website, without notable overlap between the groups.
yoga, or skill level, all practitioners expressed a desire for accurate and detailed instruction. In general, they favored in-person teaching, however, some enjoyed DVDs or other video content. Recommendation: Detailed information on poses and video content would give practioners the information the are interested in. “Yoga is best learned though demonstration and individual adjustments.” 33% of those interviewed have been injured during yoga Kyle, Beginning Practioner
an interest in learning more about yoga styles. Advanced practioners wanted more detailed information about their favored style. Regardless of skill level, all users recognized the diversity of yoga styles, and the need for information about all of them. Recommendation: Provide content that is searchable by style of yoga. “I ﬁrst tried Bikram yoga and found it wasn’t for me. Then I tried Vinyasa, and really loved it. Sometimes it’s hard to ﬁnd the right style.” Hillary
research, people who practice yoga tend to have very busy lives. They enjoy online content which helps to ﬁt yoga into their hectic schedules, like quick tips or short video content. DVDs were also popular. Recommendation: Provide easy to navigate content, quick tips, and short videos. “I’m a student, a mom, and I commute several hours per day; I need help ﬁtting yoga into my busy schedule.” Patsy, Busy Student, Mom and Athlete
are looking for, such as demystifying the practice, showed to be turning away advanced practitioners. Recommendation: Allow the content to be personalized through proﬁles, so that the advanced users are more engaged. “As I’ve learned quite a lot, I need less gimmicky-ﬂashy yoga stuﬀ.” Griﬀen, Advanced Practitioner
those interviewed started their practice with a friend. They also called out that diﬀerent types of yoga and class times serve diﬀerent groups, like the "yoga moms" or the "bouncy cardi-yoga instructors." Recommendation: Incorporating the social aspect of yoga through meetups, referral bonuses, and social networking will encourage engagement and provide incentive to join the premium section. “I’ve made a lot of friends through yoga.” Siri, Enjoys Yoga with Friends
similar gear, including attire, and yoga mats. Many favored speciﬁc brands, while others found some brands to be indicative of status. Recommendation: Include features on popular gear, a gear store, or gear reviews. “It’s important to have the right gear.” Sarah, Shops at Lululemon 100% of those interviewed expressed an interest in gear.
interviewed referred to events and festivals as a common activity among their friends who practice yoga. It is also a great opportunity to bolster revenue and subscriptions by oﬀering discounts and partnerships with various yoga festivals throughout the country. Recommendation: Include features about special events. In future iterations of the site, special event content could be customized to individual user’s location. “I’ve been to a retreat in Costa Rica, and would like to go to more special events.” Mary, Plans on Attending Wanderlust Yoga Festival
reduction 8: Focus on Stress Reduction The vast majority of those interviewed mentioned yoga’s non-physical beneﬁts, including stress reduction, relaxation, and creating a feeling of calm. Because most practioners also had bust schedules, stress reduction was an important beneﬁt of their yoga practice. Recommendation: Incorporating easy tips to integrate yoga into a busy lifestyle, providing content on yoga for stress-management, and a clean, clear visual design would beneﬁt users interested in stress-management. “Yoga is a great way to relieve stress.” Haley, Student
of Finding. The magazine is doing a good job addressing casual readers in studios and while traveling. Recommendation: Keep a lifestyle section online that builds oﬀ of what is in the magazine and allows readers cross reference with other information sources online. “It’s a quick read; I don’t have to think about it much.” Reese, Enjoys Yoga Journal as an Easy Read
the teachers that subscribed to yoga journal got it as an add-on to their liability insurance, and didn't ﬁnd the magazine relevant or useful. The subscribers used the magazine "for fun" and used the site “to answer speciﬁc questions." Recommendation: Integrate the magazine content with the paywall, so that the short articles are available for free (and give a taste of the magazine), while the longer features are pay-to-read. Create options for print+online and online only to cut down on costs. “I go online to look up poses or search for videos. I don’t really read the magazine.” Claire, Zombie
and interests, which calls for clear and searchable web content, as well as light and inspiring printed media. In Conclusion Instruction & Injury Prevention Exposure to Diversity of Styles Balancing Yoga with Busy Lives Skill Levels and Needs Vary Yoga as a Social Activity Interest in Gear Interest in Special Events Focus on Stress Reduction Magazine Readers Interested in Lifestyle Content Diﬀerent Audience for Magazine and Online 1. 3. 2. 4. 5. 6. 8. 7. 9. 10.