Insights from Tauranga Yoga Centre Survey Results
The survey results from Tauranga Yoga Centre highlight the profile of their dedicated practitioners, most of whom are over 40 years old and have been loyal members for several years. The majority live in Tauranga and show a strong commitment to regular yoga practice, with a significant portion attending classes three or more times per week. The data also reveals insights into their work status and preferred locations in the city.
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Presentation Transcript
What were going to cover tonight Background to the survey Who we are Why we come How we interact What we could be Some big questions What s next
Background to the Survey TYC is now more than 40 years young The world in general, the world of yoga and the world of TYC has changed significantly in that time The Committee has started a strategic planning process to think about the future Our customers are the place to start, hence a survey 255 survey responses approximately half of members
Who we are - summary Regular and dedicated yoga practitioners Loyal to TYC most 2 years or more, many long-term Most over 40, over half over 50 i.e., older Live all over Tauranga Less than 40% work full time Work all over Tauranga, but particularly the CBD Love our cars over 90% drive by themselves
Why we come - Quality teaching and Wellness top the list Very Important Moderately Important Moderately Important Very Important Less Important Important Important
Affordability, convenient class times and a supportive environment are important reasons too VERY IMPORTANT (>30) Quality of teaching SOMEWHAT IMPORTANT (>5) Location* More than physical Community feel Range of styles Range of levels Social Interaction Non-profit Enjoyment IMPORTANT (>15) Class times Affordability Wellness Supportive Environment * NB: CBD location only 5.8 on a scale of 0 to 10 for importance (Q15)
We are aware of and strongly value that TYC is a membership based, non-profit, community organisation On a scale of 0 10 (0 = not aware, 10 = very aware) Average awareness rating = 9.0 On a scale of 0 10 (0 = not important, 10 = very important) Average importance rating = 8.8
How we like to interact with TYC We like to pay our fees each term and online 85% people want to pay four terms a year Affordability and flexibility are also factors Online banking (42%) is the preferred method of payment, over 20% weren t concerned
Email, not Facebook, is how we find out whats going on and the TYC Library is not too important (average rating of 2.7 out of 10 for importance)
What we said Protect our heritage AND EMBRACE THE NEW
# 1 - We want to keep what weve got Quality teaching Authentic yoga with integrity spiritual and mental aspects of yoga too Affordable Non-commercial Down to earth / modest We love TYC and what it stands for
# 1 - We want to keep what weve got I would like to think it would remain a modest, friendly and accessible place still utilised by a wide range of people for the enjoyment of yoga for both health and spiritual enrichment We love TYC and what it stands for
# 2 We want a better functioning place Larger Studio Multiple rooms More classes Smaller classes More parking
# 3 We care about the environment we practice yoga Quieter environment Better aspect e.g., more trees AND Continually updated facilities e.g., separate waiting / reception area, more toilets, modern lighting, better air conditioning / ventilation, integrated payment and membership
# 4 Some of us are keen to explore new options Areas for further investigation Wellness hub partnership with other wellness offerings New types of facilities caf , social spaces More specialised yoga offerings e.g., workshops, children s yoga, meditation, teacher training, ropes, restorative/yin, retreats, online classes Different class times e.g., early morning classes, mid- afternoon Satellite classes e.g., Mount, Omokoroa/Te Puna
Some Big Questions face TYC Attribute Tensions? Benefits and costs of new location (e.g., more land, quieter but higher cost) Bigger (size and/or number of rooms) and/or more modern facilities Smaller classes, more classes, more specialised classes How to grow teacher base while not compromising on quality and authentic/holistic approach How to keep values of TYC at the forefront as TYC evolves e.g., would being part of a wellness hub dilute the central purpose of TYC, yoga and/or limit our ability to control the offering? Do we wish/need to attract a younger clientele? Limitations of current location size, proximity to highway = noise) Affordability Teacher base Purpose (i.e., yoga) and Values (e.g., non-profit, community, membership based, non-aligned) of TYC Existing demographic (older, fewer working full time) Perceived professionalism etc. Down-to-earth approach
Next Steps Strategic Planning 1. Get your feedback 2. Seek further input from individual members qualitative research e.g., focus groups, interviews 3. Further visioning sub-group 4. Clarify issues to be resolved and prioritise them 5. Identify options for each key issue 6. Rank options 7. Test preferred options 8. Present recommendations / plan to members for comment 9. Implement
