Why yoga studios are making live music part of the experience
To say the evolution of YO BK’s customer experience started with a love story may sound like a stretch. But then, stretching is a big part of practicing yoga.
According to Kate Durand, founder of the Brooklyn-born yoga studio which now has locations in both New York and Miami, one of her top instructors was taking in a concert a few years ago and became acquainted with the Irish musician when he stepped off the stage.
They not only fell in love and got married, but have now introduced live music into some of YO BK’s classes.
“We’ve found that it’s just a beautiful community builder, and that it often brings people in who might not come to a traditional class,” Durand told me over the phone.
“It’s a way for yoga to become more accessible, and it doesn’t have to be so serious if there’s a fun song coming on every now and then.”
Take a second read of that quote and you’ll find an entire CX strategy tucked inside.
Durand recognizes, for example, the traditional experience yoga students typically encounter.
Instructors speak softly, with ersatz ambient music played on a track in the background that is intended to soothe rather than simulate. You could just as easily ignore it as pay attention to it.
Contrast that with live music that Durand said leans towards blues and rock, where the music is front and center and students can align their poses with what they’re hearing.
It therefore not only offers a compelling alternative to the traditional experience for experienced students, but welcomes those who might have otherwise felt intimidated.
Site and sound
Pairing live music with yoga isn’t unique to YO BK, but Durand said the company has built upon the idea by hosting these sessions in atypical environments.
This includes the rooftops of hotels that overlook the city, or in spaces that traditionally have been used for wedding receptions.
Yoga is already an activity where you typically find yourself feeling very present, but incorporating live music helps turn those moments into more of a memory.
And, as Durand suggested, a shared memory with others who are in the class.
It’s a good reminder that CX changes may not appeal to your entire customer base, but what matters is whether it engages with a core audience who may prove more valuable over time.
This is what’s happening at YO BK. “We have a crew that comes every single time” to the live music sessions, Durand said.
YO BK could have tried to find an AI tool that recommended strategies for students to improve their practice, but this simple shift is helping its customers deepen their satisfaction amid an experience they already enjoy.
Yoga is all about intentional movement, and so is CX – stretching your brand to continually go beyond what customers expect.
