Tauranga Yoga Centre Survey – Results

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

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

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

Members made up nearly 90% of respondents

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

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

Most of us are over 40 and the majority over 50

We live all over Tauranga

Less than 40% are working full-time

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

We love our cars – a lot!

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 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)

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 what’s going on … and the TYC Library is not important (average rating of 2.7 out of 10 for importance)

What we want Protect our heritage AND EMBRACE THE NEW

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

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

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

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

# 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

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.

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