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Ron and Corena Hammer
Infusion Yoga & Pilates

Verdict:  Bombing

After years as a fitness trainer, Corena launched her own yoga studio in the mid-size berg of Bountiful, Utah.  With about 2,000 square feet of hardwood floors, zen fountains and a flotilla of pilates equipment, they picked a location deep in the antiquated downtown district. The Hammers have poured over five years of their lives into this biz.  They stretched, sweated and literally bent over backwards to build a client base that would, at least, pay them enough to work at yoga full time.  

It’s not happening.

Here’s why I think they’re bombing.  For starters, it’s a hobby business.  Corena told me that, originally, her first priority was to save the human race from their physical and spiritual stiffness. Money was a distant afterthought. Today, she’s taking a much harder line:  this business gets to pay them for their work.  But until now they’ve been sloppy businesspeople all in the name of Gaia.

Also, they committed the age-old sin of building a business without the faintest clue how it would be marketed.  Corena admits to succumbing to the Field of Dreams Myth.  “Build it and they will come.”  They built it and a few came.  Just a few.  And they came slowly.

For people who are amazingly flexible, physically, Ron and Corena haven’t shown much flexibility in their marketing.  They’ve tried a wide array of stuff, but their failures have made them jaded rather than making them excited to try more.  I watch them shift into “doubting Thomas” mode every time marketing is discussed.  They’re nice folks, so they’re always agreeable.  But they have the pall of people who’ve seen too much disappointment and not enough dinero.  If they’re ever going to bounce out of their rut, they’re going to have to bring back the child-like vitality that they once pumped into Infusion.

There are hundreds more things to try, guys! Fail faster!  We have this new thing now called the “computer” now and the “interweb” that you can use to “download” clients.  Work that shizzle!!

On the “rockin” side of the biz, Ron and Corena have a couple hundred regular clients who pay them a monthly fee to practice “Warrior One” pose  and to spend hours on the rack-like pilates machines.  Even though their current space is a bit of a downer, they maintain a pretty cool vibe.  They have a ways to go before their customers could be considered “raving fans,” but they’re headed in that direction.

The business is moving into new digs in a much more convenient location.  However, I’m not sure the location’s going to make that much difference.  People come to a yoga studio because they dig the vibe, not because it’s around-the-corner or close to a freeway.  Still, the new place could be a fresh start for Ron and Corena and it could get their passion flowing again.  If they build a vibrant community and market like “downward dogs,” they could still build a rocking business out of this deal.  And, it’ll be more fun than they ever imagined.  These guys are true-blue tribe leaders and they get to deepen their tribe.  

Corena, Ron and I are eager to know what y’all think.  Why do you think their business is bombing?  Am I full of hooey?  Let’s hear it.

Namaste.

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