What Does 'Niche' Really Mean for Your Yoga Business?

You’ve probably heard a lot about the importance of finding your niche as a yoga teacher.
But there’s also a lot of confusion around what it actually means — and how it applies to your business in the real world.

So let’s slow down, strip away the marketing buzzwords, and have a real conversation about it.

What Being Niche Looks Like

At Santosha Marketing, I’m niche. But what does that actually mean?

I could do marketing for any kind of business (not-so-humble brag). I’ve worked with hundreds of companies in my career. If a friend opened a pet shop, I could absolutely help them. The principles that underpin marketing are consistent across industries.

Buuuut… I wouldn’t be as valuable helping a pet shop as I am helping a yoga business.

My knowledge is specialist. I live and breathe the wellness world, both personally and professionally. You don’t need to explain the nuance between Restorative and Yin to me. There’s no faff. We can get straight into the thick of it.

Could I be that efficient with a pet shop? No, not really. I understand marketing fundamentals... but I don’t know what different breeds of dog eat.
(And — don’t hate me — pets don’t exactly spark joy for me! 🫢)

If I went to a small business networking event and met ten business owners who all wanted to work with me, I'd be polite to the pet shop owner.

But the one I’d really be buzzing to work with?

The solo yoga business owner.

Because I’d think: I know exactly how to help you... and I believe deeply in what you do.

Niche Is About Value, Not Exclusion

When we talk about finding your niche, it’s not about shutting the door on certain people. It’s not about making your classes feel exclusive or saying "you’re not welcome."

It’s about clarity.
It’s about connection.

It's about knowing:

• Where you can be most helpful

• Where your knowledge is truly valuable

• Where you can make the biggest impact

Your niche isn’t about limitation — it’s about energy.
Working with the right people makes your business lighter, easier, and more sustainable.

And finding your niche starts with asking the right questions.

The Questions That Shape Your Niche

Here are the four big questions I always recommend reflecting on — not just quickly answering, but really delving into.

1. Who am I really valuable to?

Be honest with yourself here.

• Where does your experience, knowledge, passion, and personal journey combine to offer real value to someone else?

• Think about the types of students you naturally understand, support, and inspire.

• Think about the kind of teaching you’re really good at — even if it feels easy or obvious to you (that’s a clue).

It’s not about who you could help with enough time and effort. It’s about who you’re ready to help right now.

And remember, you can have different groups you love to work with. It doesn’t mean you only have one audience. Perhaps you adore supporting your chair yoga community, but you also love your wild and sweaty vinyasa class yogis.

For me, one of my passions is brand new yoga businesses, but then I also reaaaally love to work with super established teachers who are launching a new business area.

2. Who can I make a tangible difference to?

This goes a step beyond “who would enjoy my classes?”
It’s about asking: Who will actually experience a meaningful benefit from working with me?

Maybe you’re the teacher who helps busy professionals finally commit to a regular practice.
Maybe you’re the teacher who creates a safe space for people with chronic illness.
Maybe you’re the teacher who gets new mums moving and breathing again after childbirth.

Think in terms of outcomes, not just audiences.
Where do you help real transformation happen?

3. What makes me feel genuinely excited and sparks joy?

Running your own business is a marathon, not a sprint.
You need work that fuels you.

Who do you get excited to teach?
What types of classes, workshops, or retreats leave you buzzing with energy afterwards?

Notice what lifts you up — because joy is magnetic.
When you're genuinely passionate about what you're offering, it naturally draws people in.

4. Where is the demand?

This is the practical piece.

It’s not enough to love teaching yoga to medieval reenactors if there are only two of them in your local area.

A strong niche lives at the intersection of:

• What you love

• What you’re good at

• And what people actually want and need

Look at your local community.
Where is there a genuine gap?
Where are people asking for what you could offer?

Finding Your Niche Is an Act of Abundance

Niching isn’t about saying no to opportunities.
It’s about saying yes to the right ones.

When you know who you serve best, everything gets simpler:

• Your marketing feels more natural

• Your word-of-mouth referrals grow stronger

• Your classes fill up with students who truly align with your style

You become known, trusted, and valued — not because you do everything, but because you do something beautifully.

Finding your niche is an act of abundance.
It's choosing to focus your energy where it will have the greatest impact — for you and for the people you're here to serve.