We caught up with the brilliant and insightful Sophia Ludyjan a few weeks ago and have shared our conversation below.

Hi Sophia, thanks for joining us today. Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers
The name of the studio is Shanti Kitti. Shanti is the Sanskrit word for peace so it is referring to the Zenlike or peaceful nature of the cat as well as emphasizing the benefits of yoga adding peace to your every day life. Shortly after our opening on Mission Avenue, a large black cat showed up at the studio and being a cat lover, I started feeding him so of course, he kept coming back. Turned out he mostly lived in the sewer and hung out at the building next door. Eventually, he became brave enough to venture into the studio and naturally, the students fell in love with him as well. He was quite cautious for the first couple of years but he soon felt comfortable enough to come inside and sometimes joined me on the mat when I was teaching. He was a good student so I named him Shanti. He was a natural at yoga and became proficient at downward dog. No one could even come close to his relaxation skills during Savansana (the deep relaxation at the end of class)
Giving Shanti some respite from the streets, and the joy I felt from seeing him finally settle in peacefully with a belly full of food, inspired me to do more for other cats as well. So I connected with a non-profit rescue named S.P.OT. and we collaborated on fund raising by offering yoga classes filled with adoptable kittens. They became quite popular and we would usually sell out. It was a win-win situation in that we could raise money for a great cause while at the same time introduce many new students to the benefits of yoga.
So sometimes even a cat can alter the focus of your business if you pay attention and listen to your heart.

Sophia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I discovered yoga about 20 years ago. I was looking for something to help me deal with a chaotic relationship when I tried a yoga class at a local gym and knew intuitively this was for me. I fell in love with the physical challenges of yoga but later discovered it was much more about the inner work. I worked in several studios and fitness centers over the years but really yearned to have a place of my own so in 2014, I took a big risk and with the support of my boyfriend, poured all our savings into opening the studio. It was a very scary but exciting time, figuring things out as we went along.

Our focus has always been to help others find the benefits of yoga and meditation as well as save a few cats along the way. So I am most proud of the fact that we many of our students have found the joy of practicing yoga as well as a kind, welcoming community. Many have told us over the tears how positively impactful our studio has been in their lives. And we also have some very happy felines, purring away in warm, safe homes.

We did have to close that location due to the Covid situation so currently we offer live-stream classes as well as yoga in the park. We are hoping to find a new location soon.

Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy has been genuinely connecting with clients. This entails being interested in them as a person, not just a client. Asking questions without prying about anything that is really affecting their ability to practice or show up to class and actually listening to what they are saying without judgment. Also, offering an encouraging word. and following up with the person when it seems appropriate is also useful. I have also called or emailed a regular client when I don’t see them for a while. This connection really affects their experience at the studio and they feel that someone really cares how they are doing. Lastly, remembering and using a clients name is important.

How about pivoting – can you share the story of a time you’ve had to pivot?
We had to pivot once Covid hit so we closed the physical location but opened online with live-stream classes. It was a challenging pivot since most of the students had no idea how to use Zoom and we had several connectivity issues as everyone struggled to get onboard. The key was persistence and an unending sense of humor. We were all frustrated at times and ready to throw in the towel but the love of yoga won and we pressed on. Now it’s such a part of our lives, it seems normal and you can’t beat the convenience of commuting to your living room.

Contact Info:

• Website: shantikittiyoga.com
• Instagram: https://www.instagram.com/shantikittiyoga/
• Facebook: https://www.facebook.com/shantikittiyoga
• Twitter: https://twitter.com/ShantiKittiYoga