I remember the moment Coronavirus touched down in Hamilton and on March 15th I decided to close the yoga studio for what I thought would be two weeks. Schools had just announced that they were shutting down and I felt a social responsibility to keep our community safe, to be a part of the solution to end this deadly virus. I can hear my words, “This is 2020. We have modern science. There is no way this can last longer than a few weeks.” HOLY… (insert all the cuss words you would like). I know we have all been drastically affected by the last 8 months but I wanted to write this blog for a few reasons. I haven’t really talked about the studio’s ultimate decision to close and perhaps I can process a bit here. The studio has been my home for 7 years and I still don’t even know how I will fully adjust without it. Also, anyone who has built their career from the ground up and who works in the service, hospitality, entertainment or group led fitness industries might be able to relate. Navigating your business around this has been a shit show.
Owning In Fine Feather Yoga During a Global Pandemic
I wrote the following being in isolation and quarantine for 4 weeks, when the impact of this was really sinking in for all of us. It seems appropriate to share now. “I am in week four of lockdown, at home by myself and with my cat Gus. At this point I am riding the emotional waves with everyone else in the world trying to process everything that is happening. 7 years of owning In Fine Feather Yoga has almost broken me a couple of times, but this is something next level. This is something different. I feel rocked by this. Learning to navigate not just a business crisis but an economic, health and societal crisis. All I can say is, is this really happening? There are moments where I just have to surrender and find acceptance with not knowing what the world will look like after this. Or if my business will even be standing.” HOLY… (insert all the cuss words you would like). Well we are still standing but in a very very different way. If you told me a year ago that my business would be entirely virtual, I never would have believed you.
The Studio isn’t Closed, It’s EVOLVED!
So at this point in the article, I hope you’ve realized, I closed the brick and mortar to the yoga studio. I still hate saying it and have secretly been avoiding Ottawa Street, the location of the studio, for weeks. It was an emotional rollercoaster to get to this decision, so let’s talk about that journey a bit. Right from the get go, the IFF staff hustled. As an entrepreneur, I have come to realize I thrive in chaos. (Not 7 months of it! That’s not sustainable for anyone but I do alright under pressure.) We got our classes online rather quickly and formulated a quick marketing plan to get this out to the community. I have to thank the universe for a few people here. Thank you Meagan Santa, studio assistant manager, my business partner and best friend. Meag has been working in the virtual studio world for awhile and stepped up with confidence, while I poured a glass of wine and said, “What the bleep are we going to do?!!!??” I am grateful to our students. Our members are loyal and I would like to attribute that to importance of COMMUNITY and how I made sure it was the foundation of everything we try to create at In Fine Feather. Almost everyone followed us online! There have been some tech hick-ups and our instructor, Stephanie Weiler, has been there to support each and every student along the way. Carol D’Alves, our community ambassador has been an advocate on our Facebook community page; daily sharing inspiring posts, initiating book exchanges, porch drops offs and charity drives for local organizations. WOW… I couldn’t ask to be surrounded by more amazing people.
Why a Virtual Home Yoga Practice is the NEW Way
So obviously, I would initially say that teaching on a live stream was not ideal but there are certain things I have come to realize about this new method of delivering classes. There is something so comfortable and intimate teaching right from my home. I feel like I have been able to open new doors for all of you. The more I was exposed to teaching online the more familiar I became with it; in fact it became a part of my daily routine. This routine is keeping me feeling safe and supported as our world is constantly changing. My decision to close the physical location is still supported by my initial response to Covid; a social responsibility to keep our community safe. I will always stand by that. We are so SO fortunate that yoga is something we can still access virtually. The message still translates online and our service to teach can still be delivered. The fact that we, as a community, pivot like this is remarkable. Want to check out our Daily Live Stream Class options, click HERE.
Over the last 8 months we have done everything; we closed, we went online, we went outside to Yoga in the Park, we recorded, uploaded, downloaded and reopened the studio to in person classes. We recreated the business at least 5 times. The truth is, that being in person made me feel uncomfortable and also carried the huge financial burden of keeping the space open. When our second wave was coming, I wanted closing to be MY choice, not the larger forces that are working against us right now. So I came to terms with it and made a very tough call. Saying that, I know deep in my heart In Fine Feather Yoga will continue to evolve and grow. We will overcome this challenge and any other challenges that come our way. I visualize a new space for us in the future; one with outdoor space to practise, quiet, lots of light and more PARKING, lol! My heart remains hopeful for our future. Until we can be in person again practise in the warmth of my home, with Gus by my side. What is most important is that you are here and I am here, no matter where we are.
