TAURANGA YOGA CENTRE LOOKS TO THE FUTURE

The Tauranga Yoga Centre (TYC) was established in 1975 by a group of yoga teachers who wanted to bring yoga to a wider population.

Lessons were initially held at the old St John’s Ambulance Hall and StPeters Church Hall on Cameron Road. Eventually, through dedicated fundraising, a deposit was gathered and a bank loan secured to construct a purpose-built facility on land leased from Tauranga City Council. This building, on a right-of-way off Elizabeth Street, still houses the TYC today. Over the years there has been significant volunteer input to build and maintain the Centre and equipment.

The original purpose of the TYC prevails: to offer yoga to the community for aminimal cost. A voluntary committee continues to run TYC.

From the very early days it was also decided that TYC should not hold to one particular form of yoga. The Centre values and encourages teachers’ andstudents’ freedom to explore the diverse range of yoga forms. This, as far as can be ascertained, is unique to TYC.

The building has been in place since before the construction of the Waikareao Expressway, after which the murmur of water lapping under the building was supplanted by the rumble of trucks, buses, cars and bikes motoring past only 20 metres away.

LOOKING TO THE FUTURE

The Yoga Centre is facing a major issue from sea level rise. Tauranga City Council is likely to prohibit further development in the low-lying area where TYC is situated. Given the burgeoning membership, leading to most classes being full, and restricted parking, the committee sees a potential need for further development and expansion of the facility. In 2016, with these issues in mind, the committee embarked on a strategic planning process. One of the first steps was to survey members to find out their expectations and aspirations. Of the approximately 500 members, 255 responded to the survey. The high response rate is indicative of the interest members have in their Centre. The survey yielded some interesting results, which form the basis of this article.

Who We Are

Most of the survey participants are regular and dedicated yoga practitioners, having been members for 2 years or more. Most are over 40, and half over 50. Less than 40% work full time. They live and work all over Tauranga. Over 90% drive by themselves to the Centre. This creates issues with parking.

Why We Come

The top two reasons people attend TYC are the quality of the teaching, and health and wellness. Also important are class times and prices. At the time of writing the cost membership for a 12 week term was $80. For this fee members can attend any one of 27 weekly classes, offered 7 days a week. It would be difficult to find such good value in yoga classes anywhere in New Zealand.

Moderately important were the offering of a range of yoga styles, and the location of the Centre. Members were aware of and strongly valued that TYC is a membership based, non-profit, community organization.

How We Interact

Eighty five percent of people like to pay their fees in four terms per year, with online payment being the preferred option (42% of respondents). Email and the website were the preferred ways to find out what is going on. Facebook came in very low at 6%.

What We Could Be

The survey asked questions about the future of TYC, as there are some big issues facing the Centre, such as growing membership, new technologies and sea level rise.

Members were clear that they wanted to retain the positive attributes of quality yoga teaching, “authentic” yoga with integrity, and including the spiritual and mental aspects of yoga. They wanted to keep it affordable, non-commercial and down to earth/modest. This sentiment is summed up in the comment of one respondent:

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.

There was support for a larger studio and multiple rooms to allow for smaller class sizes and more classes. Many respondents wanted more parking. Also high on the list were a quieter environment (ie not right next to a busy expressway) and a better aspect (eg more trees). Many respondents also sought continually updated facilitiese.g., a separate waiting / reception area, more toilets, modern lighting, better air conditioning / ventilation, integrated payment and membership.

Big Questions Facing the Tauranga Yoga Centre

The survey has highlighted some significant issues facing the TYC. They will need to reconcile the tensions between member aspirations, costs, and threats, while embracing new opportunities and at the same time retaining core values.

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.

What’s Next?

The survey was the first step on the way to strategically planning for the future of TYC. The committee plans now to seek further input from individual members – through such avenues as focus groups and interviews. This will lead to further visioning, and clarification and prioritisation of the issues to be resolved.

Options for each key issue would then be developed, ranked and tested before presenting recommendations and plans to members for further comment.

The TYC committee aims to develop a clear strategic path. Implementing it will take the TYC and its membership into the future while retaining the ethos, philosophies and heritage which are its current strength.

SOURCES

Powerpoint presentation presented to TYC members by Duncan Catanach in March 2017

Tauranga Yoga Centre website