Today, CorePower has 200 locations in 23 states and Washington, D.C. When teachers name poses, Sanskrit is optional English is required. Pictures of gurus are nowhere to be found. With help from Catterton Partners, a private equity firm that has also backed Equinox, Peloton and Pure Barre, CorePower became a mainstream fitness empire, stretching from suburban malls to Hollywood, where Chris Pratt and Colin Farrell reportedly have taken classes.Įarly CorePower studios were some of the first in yoga to advertise showers and locker room facilities. When CorePower was founded in 2002, yoga “was more of a hippie thing - the sort of thing my aunt who doesn’t shave her armpits does,” Ms. “You can get inner peace and flat abs in an hour,” said Tess Roering, then CorePower’s chief marketing officer, in a 2016 interview with ColoradoBiz magazine, explaining the company’s appeal. Its co-founder, a tech entrepreneur named Trevor Tice who discovered yoga after a climbing accident, called CorePower “the Starbucks of Yoga,” telling a journalist in 2015 that the plan was to take the company public. Since its competitor Bikram Yoga crumbled amid scandal, CorePower has climbed to the top of the yoga business pyramid. The company acknowledged that “teachers who lead trainings or enroll students in Teacher Training receive additional financial incentives,” but said, “We have never heavily weighted enrollment in compensation decisions and today 100% of our merit decisions are based on the quality of yoga instruction.”Īdditionally, the spokesperson added: “Thousands of students participate in Teacher Training annually and close to 100% of program participants surveyed in 2018 said that the program met or exceeded their expectations.” ‘The Starbucks of Yoga’ĬorePower describes itself as a mission-driven fitness company dedicated to changing lives, all while expanding to new cities every year. Teachers work to connect with each student on his or her individual needs if Teacher Training can serve a particular student, they will encourage a student to learn more,” the spokesperson said in an email. “Teachers are not required to sell Teacher Trainings, nor are they enlisted as salespeople teachers are hired for their quality yoga instruction. Ridley said.Ī spokesperson for CorePower disputed that the company misled anyone about the purpose, cost or length of CorePower teacher training. “It felt like we had a friendship that was really actually not real,” Ms. Ridley’s CorePower teacher followed up regularly in person and connected with her online. “Wrap it Up & Keep it Open-Ended.”)Īfter approaching Ms. (“Praise validates and encourages your students,” read the captions on one such video. Video tutorials advise best practices for pitching teacher trainings in particular, without any mention that it could end up costing thousands of dollars. There are tiered monetary incentives for CorePower teachers and managers based on class type and the number of people they enroll. Rather, teacher training is offered as a kind of advanced workshop.īut CorePower, the country’s largest yoga studio chain, has a distinctly profitable approach: It enlists teachers as salespeople and incentivizes them with bonuses.Ĭompany performance review documents tell teachers and managers how - and when during class - to push CorePower programming. It’s not usually promoted as a career path. A year later she is still paying off the cost.Īt yoga studios around the country, teacher training is a popular way for instructors to supplement income from one-off classes and for students to advance in skill level - to deepen one’s practice, in yogi parlance. Ridley asked the studio about job opportunities to make money from her training. Ridley trained, was less straightforward than she anticipated: After paying $1,500 for a 200-hour training program, spread out over eight weeks, she was asked to complete an additional $500 “extensions” training, which was never initially mentioned. Ridley said.īut becoming a teacher at the CorePower Yoga studio in Minneapolis, where Ms. “It was like they saw something special in me,” Ms. Kalli Ridley had just finished yoga class and was feeling calm when her favorite instructor approached her with a smile and told her she would make a great teacher.
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