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

Annabel, looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

It took me a while to muster the courage to start my own business. I was scared of failing, and I used every excuse in the book to avoid taking the plunge. But then, an old boss of mine, someone I’d known for years, noticed my hesitation and pushed me to do something about it. He was always great at nudging me out of my comfort zone.

Once I finally decided to go for it, I dove headfirst into the process. The first few days were a whirlwind of excitement and uncertainty. I spent hours brainstorming ideas, sketching out business plans, and researching market trends. It was like trying to drink from a firehose – there was so much information to absorb.

One of the biggest challenges I faced was figuring out where to start. With so many things to do, it was easy to feel overwhelmed. To stay focused, I broke down my goals into smaller, more manageable tasks. I created a to-do list and prioritized the most important steps.

As my business began to take shape, I realized I only had scratched the surface and needed to go deeper than I’d originally thought. I found a business mentor and had help to analyze what I needed to pivot on and iterate.

Looking back, I’m grateful for the journey that led me to launch my business. It’s been a challenging but rewarding experience, and it fills my cup daily.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As a Bay Area native now living in LA, I’ve discovered my passion for bringing the magic of yoga to unique spots around town. Alongside my love for yoga, I work as a marketer and enjoy giving back to my community.

My yoga journey has been quite the ride. My first class was a bit of a disaster; I got adjusted half a dozen times and felt like a total newbie. But, afterwards, I experienced a sense of calm and happiness that fueled my determination to improve.

After trying yoga two more times, I was hooked. That was back in 2016, and since then, yoga has become a significant part of my life. During the pandemic, I decided to deepen my practice through an online 200-hour training, where learning about yoga philosophy opened my eyes to the depth of this discipline. To further enhance my skills, I traveled to Bali for a 5-week, 300-hour advanced training with a top instructor, which was truly transformative.

Now, let’s talk about Annabel Maw Yoga and what sets us apart. We specialize in delivering unique yoga experiences in some of LA’s trendiest locations—think rooftops, hidden gems, and architectural delights. Our events go beyond just yoga; we incorporate other healing modalities like sound healing and acupuncture for a holistic approach to wellness. We pride ourselves on creating a safe and fun space where people can hang out, meet new friends, and heal together.

As someone who has been alcohol-free for 2.5 years, I understand how challenging it can be to find enjoyable activities that don’t revolve around alcohol. That’s why our events are perfect for anyone who is sober or sober-curious. We keep our offerings affordable and community-oriented because we believe that wellness should be accessible to everyone. Attendees can expect free goodies from sponsors, light bites, beverages, and more at our events, all set in beautiful spaces.

What I’m most proud of is the incredible community we’re building—it’s becoming a special gem in LA’s wellness scene. So whether you’re a seasoned yogi, yogini, or just starting out, I invite you to join us for a one-of-a-kind experience. Let’s breathe, stretch, and connect in some of LA’s coolest spots together!

What’s been the most effective strategy for growing your clientele?

Growing a clientele in the wellness space, particularly for yoga events, requires a multi-faceted approach. As a marketer by day, I’ve been able to leverage my professional skills to significantly boost Annabel Maw Yoga’s presence and attract a loyal following.

Our most effective strategy has been a combination of community engagement, both in-person and online, coupled with high-quality event production and targeted marketing efforts. I’ve found that authenticity and consistency are key to building a solid client base.

In-person community engagement has been crucial. I make it a point to attend local wellness events, participate in community gatherings, and collaborate with other health and wellness professionals. This face-to-face interaction helps build trust and allows potential clients to get to know me and understand the unique value proposition of our yoga events.

The quality of our events is also paramount. We put a lot of effort into selecting unique venues, partnering with skilled practitioners for additional modalities like sound healing and acupuncture, and ensuring that every detail is perfect. Word-of-mouth referrals from satisfied attendees have been invaluable in growing our clientele.

By combining these strategies and consistently delivering exceptional experiences, we’ve been able to steadily grow our clientele and create a thriving community around Annabel Maw Yoga.

How did you put together the initial capital you needed to start your business?

When I first had the idea to bring unique yoga experiences to LA, I knew I needed some capital to get things rolling. Instead of looking for outside investors or taking on debt, I decided to bootstrap the whole thing using funds from my day job as a marketer.

This approach meant I had to be smart about my money and make some sacrifices along the way, but it also gave me the freedom to shape my business exactly how I wanted. I budgeted carefully for essentials like securing beautiful venues and collaborating with talented practitioners. This lean strategy pushed me to be creative and resourceful, which ultimately helped me stretch every dollar further than I ever thought possible.

Looking back, I’m really proud of how I funded this venture. Bootstrapping Annabel Maw Yoga has made the business more resilient and has strengthened my personal connection to its growth. It’s a great reminder that you don’t always need a huge pile of cash to start something amazing; sometimes, all it takes is a belief in yourself and a willingness to invest in your dreams.

Contact Info:

• Website: https://www.annabelmawyoga.com/
• Instagram: https://www.instagram.com/annabelmawyoga

Image Credits

Ivanna, DTLA Visuals