Ethical and Profitable Business: A Yogic Approach

When I first stepped into the yoga world as a teenager, my focus was entirely on my own practice. I pretty quickly realised I also wanted to focus my career on yoga and I was fortunate enough to get a job at the prestigious TriYoga in London. This job taught me to think about business plans, marketing strategies, and finances. 

I feel very fortunate that I had this early grounding in business. I see far too many yoga teachers struggle with the business side of things and not make a good living as a result. But as yoga teachers, we often reach a point in our journey where we need to shift our perspective. To keep doing what we love, we must also learn to grow and sustain ourselves—not just physically and spiritually, but financially, too. 

For many of you, the idea of profit can feel like a dirty word in a field so deeply rooted in spiritual practice. But here's the truth: running a business ethically and profitably is completely possible. And the teachings of yoga provide a beautiful framework to help us navigate this. 

Let’s explore how the principles of yoga—those same principles we live and teach—can guide us toward creating businesses that are successful, sustainable, and aligned with our values. We can have it all … here are some reflections on how. 

1.  Ahimsa: Do No Harm 

Ahimsa, the principle of non-harming, is the foundation of yoga. In business, this translates to treating everyone involved—clients, employees, collaborators, and yourself—with respect, kindness, and integrity. 

For me, this means prioritising fair pricing for my students while also respecting the value of my work. It means creating classes, workshops, or programs that genuinely serve others, not just jumping on trends to make a quick buck. Ahimsa also reminds us to be mindful of the environments we create—both physically and energetically—to ensure our spaces feel inclusive, safe, and uplifting. 

Undercharging for your services or overloading your schedule to the point of burnout is a form of harm. You can only serve your students effectively when you yourself are cared for. 

Ask yourself: Are my business practices in alignment with the principle of ahimsa? Am I being kind to myself while also honouring my students and my work? 

2.  Satya: Be Truthful and Authentic 

Satya, or truthfulness, is about living and communicating with authenticity. In business, this means being honest about who you are, what you offer, and what makes you unique. 

If you’re a yoga teacher, you’re already selling something invaluable: yourself—your knowledge, your energy, your guidance. So don’t shy away from sharing your story and letting your true personality shine through in your branding and communications. You don’t have to share everything, I like to keep my children’s identity private for example, but by sharing some of your story you’ll bring you students closer to you. We’re all on the path together afterall. 

Satya also invites us to be transparent with our students. Are your offerings aligned with their needs? Are your marketing messages truthful and free from exaggeration? Being honest and clear about what you can (and can’t) offer helps build trust, which is essential for long-term success. 

When your work is grounded in truth, your students will naturally be drawn to you, and your business will grow in a way that feels genuine and fulfilling. 

3.  Seva: Serve Others Selflessly (But Sustainably) 

Seva, the concept of selfless service, reminds us that yoga is ultimately about connection and serving others. As yoga teachers, our businesses are vehicles for service. Every time we share our practice, we are helping others find peace, balance, and transformation. 

But here’s an important caveat: seva does not mean giving everything away for free. True selfless service comes from a place of abundance, not scarcity. It’s about striking a balance between giving generously and ensuring you’re financially supported to continue that giving. 

In practical terms, this might look like offering a community class or scholarship spots for students who can’t afford regular pricing, while still running paid offerings that sustain your business. When you give without draining yourself, your service becomes even more meaningful. 

I like to offer help when I can and when I have capacity. For example this morning I helped a friend who runs a yoga studio figure something out with her website. She called for emotional support and we ended up jumping into the back end of her website and fixing it up. I could have said ‘no’ or not picked up the call and when I’m at my limit of capacity I do that. But today I had space and was able to help. It’s a balance of my needs and the needs of others. 

I also like to run charity classes a few times a year. This Christmas I will do a charity call at Nin Yoga for Pasay Pups (an animal rights charity) and in 2025 all the proceeds from the Bhakti Women Summit are going to good causes. I can afford to do this because my business has grown to a place where it supports me and my family. If I was struggling I would focus on my family needs first and then expand into charity work. 

4.  Tapas: Discipline and Commitment

 Tapas refers to discipline, consistency, and the inner fire that keeps us moving forward. Whether we’re holding a plank pose or showing up for our businesses day after day, tapas is what allows us to grow.

 Running a yoga business requires commitment and discipline. From managing your schedule and marketing your offerings to maintaining your personal practice, it’s a continuous process that demands focus and persistence.

 But tapas isn’t about force or rigidity. It’s about showing up fully, even when things feel challenging. Keep your fire burning by remembering *why* you started this journey. For me, whenever I feel overwhelmed by the business side of things, I come back to my students and the joy I feel when teaching. That’s what fuels my discipline and keeps me moving forward.

5.  Santosha: Find Contentment in the Process

 Santosha, or contentment, teaches us to find peace with where we are right now. In business, it can be easy to get caught up in comparison, chasing endless growth, or feeling like you’re never “doing enough.” But santosha reminds us to trust the journey and celebrate small wins along the way. 

Success doesn’t happen overnight, and building a profitable yoga business takes time. Instead of fixating on external benchmarks, focus on the impact you’re making in the lives of your students. Be content with your progress while still striving to improve and grow. 

The Bottom Line: Yoga and Business Are Not Separate 

The principles we live and teach on the mat are the same ones that can guide us in running ethical, profitable businesses. Yoga is a way of life. And when we apply yogic wisdom to our work, we create businesses that thrive and also uplift and inspire others. 

You deserve to build a business that supports you—financially, energetically, and emotionally. When you approach your work with integrity, purpose, and love, success becomes a natural extension of your practice. 

The more you grow and sustain yourself, the more you can give back. Ethical and profitable aren’t opposites; they’re partners on the path to building a business that truly embodies yoga.

With great love all is possible,

Katie Rose

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