1. Tauranga Yoga Centre Survey – Results

2. What we’re 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

3. 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

4. Summary - Who we are 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

5. Members made up nearly 90% of respondents

6. Most have been at TYC for over a year, many much more

7. Most attend regularly and 25% are dedicated (3+ per wk)

8. Most of us are over 40 and the majority over 50

9. We live all over Tauranga

10. Less than 40% are working full-time

11. … but if we work, the CBD is the most common location

12. We love our cars – a lot!

13. Why we come - Quality teaching and Wellness top the list
Very Important
Moderately Important
Moderately Important
Very Important
Less Important
Important
Important

14. Affordability, convenient class times and a supportive environment are important reasons too
VERY IMPORTANT (>30)
Quality of teaching
IMPORTANT (>15)
Class times
Affordability
Wellness
Supportive Environment
SOMEWHAT IMPORTANT (>5)
Location*
More than physical
Community feel
Range of styles
Range of levels
Social Interaction
Non-profit
Enjoyment
* NB: CBD location only 5.8 on a scale of 0 to 10 for importance (Q15)

15. 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

16. 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

17. Email, not Facebook, is how we find out what’s going on
… and the TYC Library is not important (average rating of 2.7 out of 10 for importance)

18. What we want
Protect our heritage
AND
EMBRACE THE NEW

19. We love TYC and what it stands for
# 1 - We want to keep what we’ve 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

20. We love TYC and what it stands for
# 1 - We want to keep what we’ve 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

21. Larger Studio Multiple rooms More parking
# 2 – We want a better functioning space
Larger Studio
Multiple rooms
More classes
Smaller classes
More parking

22. Better aspect e.g., more trees
# 3 – We care about the environment where we do 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

23. # 4 Some, but not all, are keen to explore new options
Areas for further investigation
Wellness hub – partnership with other wellness offerings
New types of facilities – café, 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

24. Some Big Questions face TYC
Attribute
Tensions?
Limitations of current location – size, proximity to highway = noise)
Benefits and costs of new location (e.g., more land, quieter but higher cost)
Affordability
Bigger (size and/or number of rooms) and/or more modern facilities
Smaller classes, more classes, more specialised classes
Teacher base
How to grow teacher base while not compromising on quality and “authentic/holistic” approach
Purpose (i.e., yoga) and Values (e.g., non-profit, community, membership based, non-aligned) of TYC
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?
Existing demographic (older, fewer working full time)
Do we wish/need to attract a younger clientele?
Down-to-earth approach
Perceived professionalism etc.

25. Next Steps – Strategic Planning
Get your feedback
Seek further input from individual members – qualitative research e.g., focus groups, interviews
Further visioning – sub-group
Clarify issues to be resolved and prioritise them
Identify options for each key issue
Rank options
Test preferred options
Present recommendations / plan to members for comment
Implement