The 6-Figure Yogi
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Welcome to the I Am Charles Schwartz Show. In this episode, we're unrolling our yoga mats and diving deep into the world of wellness entrepreneurship with Shauna Meyerson, the visionary who transformed a personal passion into a global yoga empire. With a journey that spans from Hollywood boardrooms to yoga studios worldwide, Shauna has cracked the code on turning downward dogs into upward profits.

From pioneering children's yoga to scaling her business across continents, Shauna's story is a masterclass in niche market domination and adaptability. In this conversation, Shauna peels back the layers of her extraordinary career pivot.

She reveals how she leveraged her corporate background to revolutionize the yoga industry, turning a saturated market into a gold mine of opportunity. You'll discover why your unique life experiences are your greatest business asset and how embracing failure can lead to unprecedented success. Shana unveils her yoga of money philosophy, demonstrating how conscious capitalism can align profit with purpose.

She shares her strategies for weathering industry upheavals from economic downturns to global pandemics, all while maintaining a thriving business and a commitment to charitable giving. So if you're ready to transform your passion into a profitable enterprise, grab your journal and prepare to revolutionize your approach to entrepreneurship in the wellness space. Shana's insights are practical, inspiring, and packed with actionable strategies that could redefine your business trajectory.

Whether you're a yoga instructor looking to scale, an entrepreneur seeking to pivot, or a business owner wanting to infuse more purpose into your profit model, this episode is your roadmap to success. The show starts now. Welcome to the I Am Charles Schwartz Show, where we don't just discuss success, we show you how to create it.

On every episode, we uncover the strategies and tactics that turn everyday entrepreneurs into unstoppable powerhouses in their businesses and their lives. Whether your goal is to transform your life or hit that elusive seven, eight, or nine figure mark, we've got the blueprint to get you there. The show starts now. All right, welcome back. Today, we're with someone who does things that I never even thought was possible, but we'll get into it. How are you? Welcome to the show. Hey, it's so awesome to be here.

So before we get into the fact that you're the six-figure yoga instructor and you do phenomenal things and your health's amazing, let's give some people some preamble. Tell us your story. How'd you get here? Tell us more about you.

So I'm Shauna Meyerson and I actually have two different businesses. I have Yoga Athletica, which is super athletic, hardcore yoga. And then I have Mini Yogis, which is the opposite, which is yoga for kids. And actually, though Yoga Athletica is my primary business now, Mini Yogis is the one that's going to be more interesting to you because that's what made me my fortune. I...

I've always been an intense athlete, obsessed about athletics. And many times I thought, oh, I should be a personal trainer back in my previous life as like a corporate person in the real world. And I never did because just plain old physical fitness just didn't seem like enough for me. I needed more. When I discovered yoga, it was the mental and the physical. And then I

That extra spiritual piece that sort of spoke to me on a level that said, this is everything that I have been looking for in life. And I really need to share this. And I wound up leaving the corporate world. I was also getting my MBA at UCLA at the time. I left my MBA program, which was insane. And I decided to be a yoga instructor. I didn't know if I'd ever earn another dollar, but it turns out I have.

So your previous life before you did this, you were in corporate America. You did some pretty amazing stuff because some people are like, oh, well, she's always just done this. That's just, no, this is just one side of you. Tell me a little bit more about what you did before you opened up all of that. Yeah. So...

So I actually, I'm also, I really educated, which is not like a great point of honor these days, but I really would, I only say is to say I was really on a different path, like really on a different path. And, and,

I'm sort of like a zig and a zagger. My goal in life is to just make sure I do what I love. And I think that honestly, that is the formula for not just success in business and financially, but also just in life. If you have to dread five sevenths of your life,

You're doing something wrong. I don't care how many more millions or billions of dollars you're earning than I am. This is life. This is not like submission to business. So, yeah.

I totally forgot my train of thought. So yeah, it's okay. You started up and you were, you go to Ivy league school. You were in corporate America. Tell me about it. What were you doing? Right. So oddly enough, I, so I went to school for law. That was like what I did. And then instead of doing what a normal person would do from there, which is go to law school. Um, I decided to go to Hollywood. Uh, I mean, I'm from Southern California. I don't mean like

go to Hollywood. I'm here, but to work in the film industry, to become a writer. And so I worked in at one of the big three talent agencies. And I was there working with a man who now has the biggest deal in Hollywood history, a movie deal. So he taught me the ins and outs, not just of

Hollywood, but really of business. And then I was in the film industry for about seven years. It's sort of funny because when I went to leave, I tried for a year to get a job with Nike and it didn't happen.

I interviewed for like a million jobs. And then I wound up getting like the job I wanted for Nike, oddly enough, with Microsoft instead. It's only odd because I was like an Apple person.

always like I I mean well no I mean I don't think you mind but Microsoft Mike um but they hired me to be basically their traveling road show I don't know what else to to call it I was like a spokesperson I I talked at big events I uh

was sort of somewhere between like a marketing program, like literally not a marketing person, but a marketing program is how I was labeled in sales. I didn't actually sell as more like the information person.

So I worked there for a while. And of course, I went into dot com from there because that's what you did around the turn of the century. And and that brought me to yoga, which was a complete like, like, like hit me out of nowhere, to be honest. If you had told me the day, the day before I discovered yoga, that I would ever in a million years be a yoga instructor, I would have laughed in your face. 22 years later, I'm not laughing anymore. Here I am.

It's interesting because I have a Microsoft background as well. We never talked about this beforehand. I'm actually an MCT and before that I was an MCSE. So for those listeners who don't know what that is, it's a Microsoft Certified System Engineer and Microsoft Certified Trainer. I was a super dork. So there's probably events that we've probably crossed paths before because I used to speak at events about this all the time, especially as an MCT. So we probably crossed paths and we just didn't know it. So look, cool things you find out.

I then went and I sold my IT company and doing what I'm doing now. And if you had told me a very similar story, if you said, hey, you're going to be doing this, you're going to be scaling businesses, and you're going to be helping people. If you would have told me that day, I would be like, absolutely not. I'm an IT guy. I'm a dork. That's what I do. If you would have said the same thing before I did a podcast, that you're going to become a podcast. I'm like, nope, nope, I'm not doing it. So I get that.

You've done something magical though. Most people I know that are in the, the, the Yogi space, the very, the, the wellness, their spiritual space. There's most of them don't have your background. Most of them don't have your, your, your knowledge, your, your, your training, your Ivy league schooling, which I agree. It's not the best thing in the world right now, but we'll try to avoid that topic.

But most of them don't have that. You took that information and that knowledge and that experience being in that industry and create a really successful practice that you've been doing for 22 years. So for people who are like, oh, well, these strategies will only work in one specific industry. No. Strategies are strategies are strategies. If you're going to try and scale something, you're just going to scale it.

So you've gone out, you've transferred into this 22 years ago. You decided, I'm going to be a yogi and I'm going to be a yoga instructor, which I don't think is the same thing, but you're going to do that. When you walked into it, explain what your business is and how it works. Okay. So to be honest, when I started, okay, so this was...

Let's put this in context, okay, and why yoga spoke to me on such a visceral level that I was willing to give up everything for it. I discovered yoga about three weeks before 9-11, like the 9-11, not just like general 9-11. And I got into it like really, really fast. And when 9-11 hit, I felt like it was yoga that helped me to maintain my sanity.

It's almost like God was like, if I give this to you a few weeks in advance, you'll have some time to at least absorb it a little bit because something really bad is about to come. And this is going to help you. And I think that like that was like those first three weeks, I was just so enthralled. Like, what is this, you know, magical sorcery? Like, what's going on here? But then I was like, wow, OK, OK.

This actually serves a very practical purpose in my life more than just like, do I have a nice body? Do I not have a nice body? Or even just, am I healthy? Which is, you know, I was obsessive about the gym before that. So when that happened, I really started looking at it as a formula for living.

Right now I was older. Now I don't even know if you were alive on nine 11, but I wouldn't, I was, yeah, I was working at a hospice at the time. I remember exactly where I was when it happened. Okay. Okay. So I'm cause I'm 52 now. So I was pretty old. I was, yeah. Okay. You're, you're baby, baby. So, um, I was almost 30 and, um,

If I could rewind one more time, I didn't want to go to Cornell. I really, really didn't. I wanted to go to Stanford. Like, I really, really did. And I didn't get into Stanford. And I know I'm going way back now. But what happened was I was the golden child. Okay? Like, I could do no wrong.

I won every award. I was the captain of every team. I was, you know, I had, you know, 4 million average in school. I had the highest SATs. I mean, the things. And so I had never failed in any significant way until I was 18 years old or 17 years old. And when I did not get into Stanford, I failed.

I thought my life was over. I mean, I literally was like, this is where it ends. And it's sort of funny because I was a very competitive tennis player. I think we talked about this, did we? About... No, okay. So, like, I was a very competitive tennis player. And that weekend, I was the number one draw in the tournament that I was playing. I played tournaments every weekend. I lost the first game, okay? Not the first set, okay?

Not the first, you know, whatever, second set. The first game. And I walked off the court and I never went back. And I was number one seed. That's where I was in my life. And I carried that burden with me because I was young. I went to college when I was 17 until I was 30. Oh, okay. For 13 years, I thought I was worth nothing.

you know, and it didn't matter. Yes, I went to an Ivy League school, but it wasn't where I wanted to go. It wasn't where I felt like I deserved to, you know, the things. But you know what happens when you're that judgmental of yourself? You become that judgmental of everybody else. And so...

When I found yoga, and it was the first time in my life, and I don't blame my parents for this. It's not their fault. I was the golden child. Just a very typical middle child. When I got into yoga, it was the first time anybody had ever told me it was okay to fall. Ever. And I was 30. And... Yeah. And that was... Yeah, that's a late start on that one. It was a big eye-opener. And so...

I, after just a few months of practicing, I was like, why didn't anyone tell me this when I was three? Why did I have to wait till I was 30 to find out that I'm not, you know, I don't know if this is family show, a piece of, you know, whatever. Um,

that I was still worthwhile, even though I didn't accomplish this one big goal that I had spent, you know, 17 years trying to accomplish. So my big idea was not as simple as let's just leave the world and become a yoga instructor. Back then, yoga instructors were earning an average of, I think, $17,000 a year. Even in 2002 terms, that was crazy. I'm like, what if I teach yoga to kids?

And that was...

That's what makes sense. Now that I understand why you took us on that journey. Cause now I was like, okay, now it makes sense. Cause I was going to ask her, why yoga to kids? Right now it makes sense. You've tied it together. Cause you learn that in only way to, you can succeed is to fail. And it's one of the hardest things that I was lucky. Cause I was a pitcher, which might be insulting to everybody who's ever been a pitcher before. I was a thrower. I threw balls somewhere in that general direction. And,

And sometimes it would hit the strike zone. Most of the time it would hit the person next to the strike zone, which is how I knew I was getting close. I was horrible, horrible, but I had a really good arm. And every time I would, I would mess up. I'd get re-encouraged. The coach was like, great, cool. Let's adjust this. So I was never punished for failing where in school, it was the opposite. It was a very similar experience you had, which was like, you can't fail. If you fail, you're bad. You're going to go to detention. We're going to give you bad grades, so on and so forth.

So I learned it through sports and you got to learn it through yoga, but it's interesting. You know, you were a top seed in tennis and no one had ever had that lesson with you. And we, I think it's, it's just a narrative that even in business and with entrepreneurs today, we don't talk about it enough. I tell people all the time, you're not going to succeed your way to success. You're going to have to fail. And if you're not failing fast enough, you're not going to succeed faster. It's just, it's that simple. We had a, um, we were doing it sales at

We were getting every single one of the sales calls would close. And I was like, this isn't going to work. And I walked in and I'm like, I'm mad. They're like, why? I'm like, they're like, I go, because every one of our sales calls is closing. They're like, why are you mad at that? I go, because we're not calling enough people. If we're closing every single one of these, I want us to have a 30% failure ratio. Keep calling people till we hit a 30% and then the business exploded. You got a failure rate of success. Or your price point isn't high enough.

I was lucky. I was in Boca. So our price point was stupid. We just presented well. We just presented really, really well. We outdid everybody by about 20%. We just built in our messaging.

That was just bulletproof because we realized that, and you're in IT, so you're on it. You knew you were supposed to be IT, so you get it. People didn't give it about tech. They didn't care. I would walk in. I'm like, listen, we're in hurricane country. A dragon can physically eat your building and I can set you up anywhere in the world and you'll be able to do payroll. You'll be able to operate anywhere in the world. You can walk into Mumbai and walk into a coffee shop and you'll be able to do your stuff. They're like, whatever that is, I want that. And that was our sales pitch. It was really simple and easy. It was just virtual machines. It was really, we just, it is what it is. Hosted environment.

No one was doing it back then. But again, this is early 2000s. So you decide that you want to help out kids and you decide you want to teach yoga and you want to teach this practice to children. How do you even begin? What are the practical steps when you're like, okay, I've done this. I'm going to start this. People are making, you know, 17,000 pesos at this point. It might as well been. How do we get into the environment where this is going to be financially successful? Because you've become exceptionally financially successful with this.

Yeah, I mean, let me just say that like now in 2024, like yoga for kids is ubiquitous, like ubiquitous. I don't I hardly know a teacher who doesn't teach yoga to kids. But in 2002, it was considered to be absolutely ridiculous at best. I mean, like, so.

I actually, I mean, I did the staffs, which was, you know, buy a URL, you know, all the normal things, build a website, blah, blah, blah. But you're going to laugh because I started with like, again, I'm so old, fax blasts.

Fact blast, because most people didn't even have, you're like, what's a fact blast? See, that one, I don't even know what fact blast is. And I'm an IT dork. What is fact blast? Okay. So this was, because most people didn't have emails in 2002. It seems so recent, but literally, like a lot of people did not have an email.

And the internet was so nascent, it wasn't even easy to find an email, right? So a fax blast. And by the way, I was way ahead of the tech on this because I did it. Are you saying fax? Like F-A-I-X? Yeah. Okay, that. I thought you said fact. No, facts. You don't know what facts are.

Oh, yeah. Fax blast. Yeah, that I know. Oh, yeah. I remember these. Okay. So for those of you who aren't old like we are, there is this thing called fax machines. And you could send a piece of paper to another one and it would print it out on their fax machine. It was called a facsimile. Yes. And these were blasts. Okay. Now I'm with you. Right. Some of you are going to have no idea. Yeah. It's just like an email blast today. Yeah. But it's physical copy. So.

Yeah, so I just contacted like every preschool I could think of, like in Los Angeles.

And of course, of course, the two who replied were like one in Malibu, which if you know L.A. at all is like like way up north and one in Hollywood, which was like way east. I'm in Brentwood. Like I like probably the two furthest ones that I contacted in opposite directions were like the first two to contact me. I'm like, OK, terrific.

Those of you who have not been to LA, you have to understand when she's mentioning this, it might as well be, if you're in Miami, it might as well be Delaware at this point because of the traffic. It is just unbelievably far. It's just a hassle to get it. I used to go from the hills by the stadium into Culver City and I would have to pack a lunch. I was like, I'm never going to get there. This is horrible. I'm never going to get there. So anyway, so you got these two people that replied to you. Yeah. It was brutal. Brutal.

Okay, so get these two people to reply to you. Right. And so here's what's pretty insane. The way that my business went nuts, like nuts, I was like, okay, this wasn't really as much a concept back then as it is now, but like, what is going to be my niche market, right? And I'm thinking, okay, well, what differentiates me? And what I came up with,

is Jew. Like that was literally all I come up with. I I'm Jewish. So I sent a fax blast to the Jewish schools. That was different. And it said, like, I remember it said, putting the own back in Shalom and I fax blasted it out.

But this is so crazy. So one of the rabbi. Oh, so I'm like, do I send it to Chabad, which is like the most religious? If you're not Jewish, it's like the people with the hats and the beards and the jackets, you know, all the things. And I'm like, there's no way that they're going to want yoga. Like, no way. But I'm like, it's seven tasks and a cent. So why not? So I'm like, OK, whatever. Send.

A second later, the rabbi calls me and he says, but it wasn't even for many yogis, oddly enough. He says, do you all he goes, my wife just said she wants to start yoga. Do you also work with adults? Now, my rule. And so I grew up, you know, grew up in L.A., which means everyone has done a little bit of acting here. The rule in improv is no matter what the question is, you just say, yeah, yeah.

The answer was no, but I said yes. And he says, OK, well, can you come work with my wife? I'm like, of course. So I go work with her. Fine. So there's this big family of like 12 brothers and a sister who like ran all of the Chabad. And you don't have to be from L.A. to understand the pattern I'm about to give you.

They had Beverly Hills, Bel Air, Pacific Palisades, Malibu, Brentwood. Right. So what's the pattern? You hit the goldmine. That's right. They have this family was like the royalty and they had all the wealthiest congregations.

And so I start working with her. She goes, can she says, my sister has a preschool in Malibu. Can you work with her? This is where that came from. And I said, sure. So I work with her. She says, my sister-in-law has a camp in Pacific Palisades. Can you work with them? I said, sure. And then she says, we have a mommy and me. Can you work with them? Sure. Malibu again goes, wait, you do mommy and me. Can you work with us?

Sure. Now, here's where it gets crazy. One of the women who comes to mommy and me, well, actually, they said, can you do our women's group? And I said, sure. Now, one of the women who went to the women's group says, my husband works for Hughes Research Labs. Can you do it for them? Now I'm in the real world. I mean, not that not that Chabad isn't the real world, because Chabad around their whole community.

But from HRL, I started working with their wives and their husbands and their, you know, whatever. And so my like my whole business was built by approaching that one rabbi that in a million years I never thought would be the one who would actually respond.

Well, it was also built on you niche down. You know, we talk about this all the time, inch wide, mile deep. So if someone's coming in and they want to break down how to find their niche, because you've done this for a while, what are some of the things that you would advise? So if someone came to you and said, listen, I don't know how to find a niche. I don't know how to do this. What are the steps that I need to do in order to penetrate, to identify and then penetrate into a niche? Sure. Well, the first thing is you have to identify the problem, right, that you can provide the solution for.

And then you have to figure out who has that problem. But the problem with that problem is that you have to honestly be able to solve it. I think that it's gotten a little sloppy these days where people are like, oh, you know, everyone wants to earn $10,000 selling their course online. I mean, how many people are selling that right now?

And yeah, and they don't have the answer. They're just stealing from the other person who stole from the other person who stole from the other person. And so it's like this trickle down, which is not the good kind of trickle down. It's that when we hear information, scientifically, they say we don't absorb more than 30% of the information that we receive. So let's say that you're getting it from the third or fourth person who has passed it down. What's left?

What's left. And so my recommendation is like, not only did I wish I had this when I was three, to be honest, I don't think there's anyone in the whole world who loves children more than I love children. I honestly believe that I,

love children with every ounce of my being. And if you don't love children, I don't care how much you think that this is the niche that's going to make you a million dollars. You're going to suck. You're going to suck. And let me tell you, remember I said that I came to Hollywood after school because I wanted to be a writer. You know what I wound up doing in Hollywood is what's called script development, which is basically...

what people would think of as editing screenplays, which is rewriting other people's work, which is I was never willing to leave a job or a stable, secure paycheck to be a writer. So I was never going to make it as a writer because it was a side hustle. But when I said I am ready to give up everything, everything,

to pursue this concept of helping children, which is so like deep in my heart of something that I wanted to do to change the world. And I didn't know if I'd earn another dollar. I was earning six figures within probably the second year. Again, income being $15,000, $17,000 a year. So when you broke down your niche, you're like, not only am I going to solve a specific problem, I'm going to identify a specific problem.

You leveraged the fact that you were part of that community already. So you had access into that community because you go into it. But more importantly, you did it in a way that aligned with your passions of who you were and what you love on the highest level. People will think, oh, well, she just got lucky. Yeah.

Hmm. It's, it's not just getting lucky there. There's tactical things you did there that most people will just pass over in the story. Cause like, Oh, well she just, she mailed a bunch of rabbis and then they introduced the community and then magically money came out of the toilet. It's like, that's not what happened here. There's a lot of those little things. Cause being able to help entrepreneurs all the time.

If you haven't nailed yourself down in this way, and if you haven't picked it to the point where it's that, that identify that you're eliminating a problem that you actually can solve, because to your point, you can go buy a million different courses. There are a dime a dozen at this point. They're not going to work. Right. And because the regurgitations and the people, and then even if they're really good, you're not going to get the follow through with it. So now that you're in this and you you've penetrated in this community and

Did you look into scaling? Is it just you? What did you decide that you wanted to do once you got into the community? Right. And so I was, you know, basically there were two other people doing this on any significant scale that I knew. I won in Indiana and won in New York at the time. And so I was not only the only game in town, I was only I was one of the only games on Earth.

And when I say these two, I mean in the Western world. I don't know of a single person who is doing it yet in Europe, for example. So I had at first I just I'm like, OK, well, whatever. I'll teach English.

I'll teach whoever wants me to teach. Right. And then what happened was I I'm one person. And as my as my puppy would say, my grandma, you can only have your checklist in one place at a time. Right. Like you can't be at two schools at one time. And so I started doing teacher trainings online.

It wasn't my intention or thought at all. Again, I was expecting I'm going to be earning, you know, $20,000 a year. That was my realistic expectation at that point. So I'm like, okay, well, I'll do these trainings. And then I started hiring the people who I trained as to take over my overflow. And then I started teaching trainings all over the world.

And because I was one of just a couple people who were doing this and they weren't really traveling. I mean, I remember like I went to Zurich and I used to cap at 20, but they took 30, but they got 60. So I wound up doubling. I wound up doing like two trainings in one weekend, which meant

like 10 hours a day instead of five hours a day or whatever. And that wasn't, I mean, I had 30 in every city. I wound up bumping it up to 30 because everyone was like, well, we've got this huge wait list. And I'm like, well, I can handle 30. I don't think it was ideal. I think it was bigger than it should have been. But so, I mean, it was obscene. I was traveling, you know, 20, 25 weekends a year before the pandemic started.

And, you know, each weekend you're talking up to $15,000 for 10 hours. Not a bad gig if you can get it. So when you started training people, did you think about opening up practices? Did you think about what did you decide that you wanted to do?

How did you want to monetize it so it was sustainable? Because you could have sat there and worked every single weekend on the planet and burnt yourself out and just absolutely died because people don't get that. That's the other side of this. Just because you've built this wonderful system and you're scaling, that machine will chew you up unless you automate yourself out of it. So when did you make that decision that you're like, okay, I've got to pivot here. I've got to figure out a different way because if not, I'm going to pull my hair out.

Right. And it's so funny you should say that because there was one day where I woke up in my own bed and I didn't know where I was. And that was a day that I realized, like, I can't I can't keep this up. I need I need some grounding. Oddly enough, that was very shortly before the pandemic. So it was like God made the whole pandemic happen for me or something. But there was actually something else that happened. And

This has to do again with like defining yourself as a professional and how you wish to be perceived in the world. And so though I was known throughout the world as this kid's yoga instructor, I also happen to be one of the most advanced adult instructors, which is literally the opposite end of the spectrum.

You know, my specialty is like handstands and all like the crazy, crazy contortions and stuff. And I'm a very, very serious practitioner. I practice at least two hours every day. And I had I was really just I was doing the yoga athletica in Los Angeles, but I was doing many yogis on travel. Right.

And one time I said to, I would become very good friends with the studio owners because I would go back every year to train their people. And I said one year, I said probably about 10 years ago, um,

Can I come, can I do some handstand workshops while I'm there? You know, can I do some yoga, athletic, you know, whatever. And what they said to me with all due respect, because again, I consider, I literally consider them like sisters. I'm so close with them. And they said, everybody knows you as a kid's instructor. No one will take you seriously. And that I was like, okay, it's true. And I had to decide at that point. So I'll ask you,

If you had a kid and somebody comes and works with your kid, how likely are you to be like, oh, that's probably the right teacher for me too? So unless I saw her, my default would be exactly what the market did. She's just a kid instructor. I'd have to see her. But let's reverse that.

If I'm your instructor and I'm amazing and I say, by the way, I also work with kids. How are you going to feel about me working with your kids? Right. It's a completely different narrative. You see what I'm saying? Absolutely. You change the marketing. That's right. So I pivoted to Yoga Athletica very hard. But there's a lesson to be learned in this because I cut off my nose to spite my face.

I took an industry that I had created and owned and I laughed at. Not laughed at. I still work with kids, but I moved all of my marketing over to Yoga Athletica because I can see your face when I said that. You're like, okay, no brainer, right? But what's the difference? The yoga for kids market at the time was still very small and I was a big fish in a small pond. And I pivoted to yoga.

The biggest pond. Yeah. So now, so how are you doing that now? What is your game plan now? Do you pivot back? Do you, you retake your pond or what are your game plan?

Well, I mean, first of all, all the dynamics of the yoga world changed during the pandemic. I probably don't have to get into that for you to understand what happened when everything pivoted from A, it's not safe to be in big groups. B, you don't have to drive anymore or park or, you know, do the things that in L.A. we hate doing. And C, oh, by the way, it's all free now.

Right, because that's what happened during the pandemic. Everything went online for free. And it's like, okay, a few people went viral on YouTube and they own the market. And so everything changed, of course. I have a good social media presence. My YouTube is my calling card. You go there, you understand what my skills are. And so...

So it's worked out simply because I do have a skill set that not only very few people have, but very few 50, almost 53 year olds next month have, which means that a most of my students honestly are pretty young, you know, 20s and 30s. But I also have women like in the 50 to 80 year old range who are coming to me and saying, I want to do what you do.

Which is amazing. It is. It absolutely is. My great aunt, because not all the terms we can use here are Yiddish, but my great aunt is, she's 93. And I'm like, oh, I wish she had done this 15 years ago, 20 years ago. Because her abilities would be completely different. She has all of her facilities, but she has to stop driving because she doesn't have the upper body strength anymore to turn the wheel. Wow. You just don't think about it.

So she's just like, you know, I'm around her. She's like, I just don't have the upper body strength to physically turn the car fast enough and everything else is fine. So very blessed, but there's only so much you can do when you lose that muscle.

So when you go through this, you know, you've had radical success, you've done pivoting, you've learned how to fail. All of a sudden though, when this happens, your mindset when it comes to money has to change as well. And you've got some serious awareness around this. And I'd love to talk about and share some of this because some people, you know, some people will never make 15,000 in a weekend. They're just not going to do it. They're never going to do it as someone who's done it routinely.

and who had did it for a really long time. And then all of a sudden COVID shows up and everything changes. There's a different mindset that comes with this. And we don't talk about this enough as scalers. As we come to this environment, we're scaling businesses.

You know, when I started scaling businesses and I was doing it over and over and over and it was great, very similar situation you had. I woke up and I was like, I don't even recognize myself. I would look in the mirror and I was getting dressed to go. And I was like, I don't even know who I am. I was like, I have to stop doing this. So you couldn't recognize your own bed. I couldn't recognize the guy looking back in the mirror. And I was like, this isn't going to work. It's a, it's a by-product of spending, you know, eight years in a hospice, watching people die. You will start valuing your time very differently.

And I think your practice led you into some insights when it comes to money that most people haven't the slightest. So I would love to talk about that if you're open to it. Yeah, I really do love talking about the yoga of money because I think that people...

don't understand this confluence. And for reasons that I can't understand, people think it's okay to pay an actor $20 million or a football player $100 million, but a rabbi or a priest or a yoga instructor or a teacher, it would be obscene for them to earn that kind of money. And I think that that like speaks a lot to the values of society and the

I can tell you that as a yoga instructor, that gets...

projected onto me a lot as well, that people expect everything to be free or to be affordable to them or whatever. And by the way, I always work on sliding scales. If someone can't afford something, I will make sure that they get what they need. But at the same time, if you can afford me, don't shame me by telling me you can't. Right.

Right. Because what you're saying is that you don't value what I offer. And so part of the yoga of money, honestly, is being willing to own your own self-worth. Because as one of the broad concept of yoga, honestly, is that all humans are equal. I mean, it's not that weird of a concept, but it is. And not just equal, but actually the same.

I love this concept. If you think of like a bubble, right? And you being a bubble, right? If you were to pop the bubble, we'll call it death. You pop the bubble. What's the difference between what was inside and what's now outside and what was outside the bubble is nothing, right? And so that's like the yoga concept of a soul is that we have these like compartments, but there's nothing that actually separates us. And so-

So how could I say that, you know, the president of the United States is worth more than a garbage collector is more worth more than, you know, the mayor is worth more than a yoga instructor. I can't. But but the other the flip side of the yoga money is if you don't have money, you can't give money. And I think that.

I mean, I tithe, meaning I give 10% of my income minimum every year to charity. These days, because my income has gone so low, I literally pay it out of my savings. That's how important it is to me. So I think that money, this concept that money is evil, only applies if you don't use it for good.

And that if you're a good person, money is not the evil anymore than a gun doesn't kill a person. A person with a gun kills a person. Money is not evil, but evil money or evil people with money don't create good. Yeah. See, for me, money is very similar to alcohol. It's an amplifier. You know, if you're a fun loving, exciting guy and I give you a bunch of alcohol, I mean, I don't drink, but if I give you a bunch of alcohol, you're probably just going to be a more fun loving, outgoing guy. If you're a,

putts and I give you a bunch of alcohol, you're just going to be a bigger putts. And I have found money is the same thing. It is an ample, as you know, I grew up, I couldn't afford the last few letters of pork. I grew up very, very broke. And as I started to have some financial freedom, it amplified very specific traits. And as I worked with my clients and they were just getting more and more success, it amplified their traits as well. Right. So it's one of those things, you know, I love the example you just gave that, you know, like

Gun's a gun. I always use the example of a knife. I give a knife to a crazy person. He's going to try and stab me. I give that same knife to a chef. He's like, I'm going to have the best meal I've ever had in my life. Right. So,

It really comes down to the person behind it. And the, you know, doing yoga and doing these practices and doing these level of awarenesses, you can kind of, and correct me if I'm wrong, because, because of my shoulder, I can't do yoga. It comes out of thought. It hurts. I can do some things of yoga. I can stand and clap. So when you're doing this and you're doing these level of practices, it's also a mental practice and you're under, you're discovering who you are as well in these, and you're going, you're diving deeper into it.

So if someone's coming into this and they're like, okay, I love this. This is amazing. How do I launch? How do I scale? If I'm in the yogi world and you're one of the godmothers of this world, I guess would be the nicest way to do it for Western world and you're pivoting.

You gave a little insight and we skipped over it, which was, hey, you originally started in this market, which was these yogis, these baby yogis, right? You're doing this for the young ones. And all of a sudden now, because of just life, life keeps life and on. Now there's this other market that's found. OK, holy crap. How are you doing this? I want to do the same thing. And now you found a new niche that you can kind of run into and you can start penetrating to.

How does someone do that if they don't have the gifts and the blessings? How do they go into this? How can you kind of advise them? And then also to be wise with their money so that when the money does reduce, they can continue to give. Wow. Okay. That's a lot of questions I didn't write down. So I might have to ask you to repeat those. Let me just, if I can rewind for one second on the money talk, which is keep in mind that another word for money is currency. Okay.

And currency is shared vibration. And so if we think of money as energy, because it is what it is, it's an exchange of energy, then we can understand a little more specifically like how money works. Now, to go to your first question, which is what if they don't have the skills and what if they don't, you know, have the knowledge? So I you're not going to like this answer.

I do believe that A, you need to be blessed to find your calling in this life.

I think most people don't. And in fact, when I left the world and I left my MBA program and in everything, I thought my parents would be so pissed off. But my father literally my mom supports everything. And my father literally says, you know what? I wish I ever found the thing that I loved. Go for it. You know, and that wasn't what I was expecting.

But it's true. So I think that not everything that we love in life is what we're meant to make a living at, unfortunately. And if you don't have a skill for it, I would just ask this. If we're speaking specifically about yoga, do you want to go to a yoga instructor that doesn't have the skill for it? I don't think this is or the knowledge or the experience or put in the hard work. I mean...

I know when people think yoga, I know they think a lot of like,

you know, airy fairy event. There is a lot, you know, not, not very business oriented people, but you got to keep in mind, I had the toughest business training that there is outside of wall street. I mean, working in a Hollywood talent agency, a top 10, top 10, top two at the time I was at ICM, it was number two, taught me how to be like a crack business person. And I, I,

I work investment banker hours and I always have. So this isn't like I go in and teach three classes to five-year-olds and, and put

put on a clown outfit, you know, like this is like super serious business for me. And I think that a lot of people, I know a lot of people go into the yoga world, like are not ready to put in that kind of work. I also, again, I hit my mat a minimum of two hours a day. If that means waking up at five, I wake up at five, but this has to happen.

And I need to invest in myself. And this is something that runs through my veins. Again, I would have loved to have been a successful screenwriter. I would have loved it, except for that I never put in the work. And obviously, I didn't actually have the passion that I thought I had. It's funny when your mind doesn't always know the truth about yourself. And I think that if you...

Well, the traditional question is, what would you do if you knew you wouldn't get paid for it? That's your calling. That's your calling. So I don't think, I think that yoga in specific is a pretty, I'll be nice and say saturated, but really oversaturated market right now. And if you're not extraordinary at what you do, it's going to be sort of hard to,

to make a good living at it, to be honest. I agree. If you're not willing to put in the, the good news is there's so many people out there who are trying to do it. As you talk about as a saturated market that don't have that discipline that don't have that mentality that don't have that. I'm going to get up at five and just make it happen. So in some ways it's easier. And in other ways, it's a little bit more challenging because we are connected world now more than we've ever been. And you could have a kid that was, you know, one of the guys that used to be in my mastermind support

poor kid. He was like 17 years old. And he came into the mastermind and he was, he was like, Hey, I want to learn. I'm like, I can't let you in here because I can't charge you because you're not an adult. I go, but you can audit it. And he got what he needed. And then now he's doing seven figures a year and a half later. Wow. I mean, what? And he just disciplined. So he closes, I can't talk about it too much, but he helps close for large hedge funds.

Wow. And he's like, I'm going to learn how to do this. I don't like being poor. And he went and he went in and he started volunteering at the, one of the largest sales closing agencies in the world. They're based out of Australia. And he goes, I'm going to come in and this is what I'm going to do. They're like, we're not going to pay you. He's like, I don't care.

And he'd learned from these guys and he dug in and he learned and he was on the phones longer than anyone else. And he just mastered it. And he was like, okay, where's the money? Because he didn't have an exceptional set of skills. What he had was he was going to get on the treadmill and either you were going to get off or he was going to die. And that's what's his discipline. He's like, I'm just going to do this. And he dug in. And because of that, he got rewarded for it. And if you're not

God's gift. Yeah. You have to work a little bit harder. It's just, that's the nature of the beast. You're gonna have to dig in. That's right. And so if you're, the thing though, that I really wanted to talk about, and this was the last one, so I know I asked you a bunch of questions. Yeah. What were the other 53? What was the other 53 questions that I asked you? I wanted to talk about how, you know, when you get this awareness, the yoga of money,

If someone goes into this, how do they find that they start dismissing their belief of, oh, money's bad or money's good? Or how do they start making peace with this? Because financial education right now and financial literacy is so poor in this world. How do we, how does someone start doing this? I mean, obviously they're going to track you down and bother you, but what are, what are two things they could do right now that are like, Hey, this is going to start about, is there things they could read? Are there things they could do? What are the things that would help them start building that?

Yeah, I think that there's not a lot of financial literacy in this world, and especially people who aren't used to handling money have a tendency to spend it way more than they should. And so on a yogic level, it's funny, I've never thought about it.

That's what I'm about to say. But coming back to the concept of if yoga, if money is shared energy, which it is, and yoga is about balancing our energies, then if you want to live a balanced life and in some form of, you know, homeostasis, then you need to treat your energy, the energy that you carry and the energy that you have in the form of currency with respect.

The other thing is, quite honestly, in yoga, like this is not a practice of access. And, you know, I personally am a huge, like huge saver. And it's really paid off again with my charity work. But I think that also that when people get in the habit of giving, they also get in the habit of saving because they start understanding, you know,

that there is a preciousness to giving that's so much greater. Like, I don't care if I buy a new BMW. It doesn't feel half as good as, you know, sending money, like a lot of money to a cause that I really deeply believe in where maybe I know I'm saving a life. Like, it doesn't matter. Like, condos are nice. Houses are nice. Cars are nice. But that can't be

what drives us in this world. And so I think that when we answer to a higher purpose, we'll naturally have a certain tendency to not overspend and overindulge. So I would just say that, you know,

financial literacy or not there's something um that's called common sense um and uh common yeah and now common sense is not common when i think about c-e-n-t-c-s because a lot of these people are only earning sense but um you know you spend within your means for example if you're bad with money i always say then then cut up your credit cards

Buy things with the money that you've got. It's that simple. I had a friend, had a friend, I had to let her go because she racked up $30,000 worth of debt with Target. And she never paid it. And she was mad that after seven years, they were still going after her. This is a yoga instructor. And I'm like, you understand that that's like, it may be legal, but it's grand larceny.

Like you just stole like $30,000 of merchandise from a store. And I don't care if it's been seven years that they haven't caught you. Like that's not very yogic, my friend, you know? And I think that also on the yoga basis, if people understand, I think people think of companies as things, right?

Right. We've got houses, we've got stores, we've got companies, we've got whatever nature. Companies are not things. Companies are people. I don't care if it's Nike.

Target, Coca-Cola, or the mom and pop down the street. You know, like during the small business days, and I'm all about supporting small business. I'm a small business. But people are like, oh, don't go to Starbucks. Go to Alfred or whatever. I'm like, okay, well, what do you think happens to the staff at Starbucks if nobody goes? Like, do you understand that those happen to be people too, right? Yeah.

So I think that that also like changes things when we start understanding that when we spend above our means, we are stealing from people. And that is a very non-yoga concept. In fact, there's literally one of the 10 commandments of yoga. They don't call it the 10 commandments, but there are 10 commandments is a stay, which is literally not stealing. So it's a good place to start.

So I could probably steal tons more of your time. And I know people want to get access to you. How can people find you? What's the best way to track you down if they want to start learning this stuff from someone who's been there through the ups and the downs and has done something that I don't know anybody else in your industry that's done it. Most of the people I know in your industry are, you know, live in two-store Dorito bags and make the $17,000 a year. So how do people find you? How do they track you down? What's the best way to connect to you?

Well, honestly, I have all my social links on my Yoga Athletica website. Yoga Athletica has one A in the middle. Everyone spelled it wrong. And like 100 people have stolen my name, even though I own the copyright because I'm a business person.

So it's Y-O-G-A-T-H-L-E-T-I-C-A. All of my social links are in the top banner. My YouTube is pretty popular. And I have to say, I actually, for anyone who's interested, literally just a couple weeks ago, I started a new private Facebook group, which is called the Asana Alchemist.

turning your yoga flow into income flow. And it's all about strategies for leveling up your actual yoga business. I also welcome fitness and other related industries. So people can ask or request to join my Asana Alchemist group on Facebook as well.

To be able to monetize what you do, I don't think it's something I know how to do. So it's impressive. I will track it down. I really appreciate you. Thank you so much for coming on. It's been so wonderful. I'm so glad that we had the chance to connect. And that wraps up our enlightening conversation with Shana Meyerson. We hope you found her journey from corporate powerhouse to yoga entrepreneur as inspiring and transformative as we did. A heartfelt thank you to Shana for sharing her incredible story and practical strategies with us today.

Her approach to niche market domination, conscious capitalism, and creating a purpose-driven business model is truly revolutionary. To our listeners, your commitment to transforming your passions into profitable enterprises and becoming more conscious entrepreneurs motivates us to continue bringing you this high-caliber content. If you're eager to implement the strategies we discussed, we've prepared a comprehensive guide for you.

This resource distills the key points from our conversation, including Shana's techniques for identifying your unique market position, scaling your expertise through teacher training, and implementing the yoga of money philosophy in your business.

You can access this companion guide at podcast.imcharleschwartz.com. Remember, as Shana emphasized, the key to success in a saturated market isn't just about working harder, but about leveraging your unique experiences, being willing to pivot, and maintaining a balance between profit and purpose. Thank you for tuning in, and here's to your business finding its perfect pose for success.