Clare Nicholls on Building a Yoga Studio with Purpose

At 26, I specialised in yoga for pregnancy, which led organically to a Bachelor of Sciences in Midwifery and 10 years working in a big London birthing unit. I was invited to Switzerland to teach as a holiday substitute. I fell in love with the students, the space, the city. It felt like a natural fit. Then the pandemic hit. The space I worked in shut down, and I had to decide whether to return to the UK or build something on my own here.

Building with Purpose

Yoga Verein Bern (Yoga Association Bern) came from a desire to offer a space for sadhana that wasn't profit-centered. With Hrdayam, we had a beautiful space associated with Jivamukti Yoga. I believe deeply that yoga should not be used to make money. Most studios pay teachers poorly and still struggle to profit. Our focus was never branding. It was always the students and teachers.

So, with two colleagues, I co-founded the Verein. It gave Hrdayam structure and clarity that's often missing in other yoga businesses. I manage the project, support the teachers, and maintain the space. We don't see this as a business. It's a project of service. That intention is felt by the students, who recognize the value of receiving teachings without the weight of colonial or capitalist baggage.

The Power of Clear Leadership

imagined we could run the space through shared decision-making. I quickly realized that most people don't have the bandwidth for consistent leadership. So I stepped into that role. It taught me the importance of clarity and direction. Still, I try to foster discussion and support teachers in their growth.

Many yoga teachers in Switzerland treat teaching as a hobby. I want to inspire professionalism and help teachers see the work we do as a significant spiritual service.

Lessons I've Learned

Leadership isn't about being the loudest voice in the room. It's about staying grounded in service.

It's possible to create a sacred space that doesn’t compromise integrity for income.

If your motivations aren't clear, the work will eventually reveal it. Ask yourself again and again: why are you doing this?

My Message to Founders

Don't build yoga spaces to be seen. Build them to serve.

A yoga space isn't a brand opportunity. It's a container of refuge, growth, and collective healing.

If you're doing it for recognition, you're in the wrong line of work. But if your heart breaks for the world and you want to offer something honest and alive—start there.

Business Takeaways from Purpose First

Before launching a space, ask yourself what role you want to play in your community. If you don’t know your why, the how won't matter. Service Over Ego

Yoga business should reflect the philosophy it teaches. If it becomes about self-promotion, it loses its soul.

Equity Matters

Fair pay and respect for teachers is not optional. It's the foundation of a sustainable space.

One Clear Anchor

Collaborative dreaming is beautiful, but execution needs clarity. Leadership is what holds it all together.

Integrity is Strategy

Running a values-based space isn't a compromise. It's a long-term advantage. People feel the difference.

At , we don't just share inspiring stories — we break down what makes yoga businesses succeed. By learning directly from real founders and entrepreneurs, we extract actionable lessons and proven strategies you can apply, so you can avoid common mistakes, feel more confident, grow faster, and make bold choices with clarity.