We’re excited to introduce you to the always interesting and insightful Courtney Mance. We hope you’ll enjoy our conversation with Courtney below.

Courtney, looking forward to hearing all of your stories today. Let’s start with the story of your mission. What should we know?

When I moved to Phoenix to further my yoga career, I was overwhelmed by the sheer number of yoga and wellness options available. Not a bad problem to have, but it was challenging to find what I needed without spending hours searching online or hopping from place to place. That’s when I realized there was a gap—a way to help people like me and those traveling here who heard about our diverse wellness scene but didn’t know where to start.

Yoga in Phoenix emerged from this need to simplify access to quality yoga and wellness resources. Our platform consolidates local studios, events, retreats, and practitioners, making it easier for people to find and connect with the resources they need.

We also began hosting donation-based events in Phoenix, collaborating with emerging yoga teachers and practitioners. All funds raised go directly to them for their work or to local non-profits. This approach allows us to bring people together for shared wellness experiences while spotlighting small businesses and personal wellness brands.

This mission is meaningful to me because it’s a way to give back to the community and celebrate the people and businesses that make Phoenix’s wellness scene so unique. It’s personal, practical, and driven by my own yoga journey. By creating a space that connects people with the resources they need, I hope to inspire similar journeys of well-being and connection.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Courtney Mance, and Yoga in Phoenix is my heart and soul project, born from a deep love for yoga, wellness, and community building. My journey began 10 years ago with my own transformation through yoga, leading me to become a certified yoga teacher. After years of teaching and organizing events, I saw an opportunity to create an online resource that brings together all the yoga and wellness studios, events, YTTs, retreats, and personal brands that make up our local wellness community in Phoenix and the surrounding areas.

Yoga in Phoenix is all about amplifying the unique yoga and wellness scene both online and in person. We’ve started hosting donation-based events in downtown Phoenix, collaborating with emerging yoga teachers and practitioners. All proceeds go directly to the featured teacher, practitioner, or a non-profit. Our goal with these community events is to bring people together to relax, connect, and experience wellness.

For those considering working with us or following our journey, Yoga in Phoenix is more than just a directory—it’s a passionate, community-driven initiative. We’re here to support and spotlight the amazing individuals and businesses that make Phoenix a top city for locals and travelers to unwind, rejuvenate, and thrive in their wellness journey. Let’s connect and explore how we can collaborate!

How about pivoting – can you share the story of a time you’ve had to pivot?

I’ll start by saying this: if you’re feeling like you’re at a pivot point or have outgrown your current role, you’re in the right place. My journey has been full of pivots and transformations, each guiding me closer to my true path. From experiencing burnout in a high-pressure job to finding my calling with Yoga in Phoenix, every change has been a step toward something more fulfilling. If you’re open to seeing how embracing change can lead to personal and professional growth, this story might resonate with you.

One of the most profound moments of change for me came when I turned 30. I was at my desk, staring at my computer screen, utterly burnt out. I had just helped a business coach sell a million dollars’ worth of online courses—something I never imagined I’d do. But instead of feeling accomplished, I felt exhausted and empty. My body was sending me all the signals—it was time to hit pause.

Before this, I worked in corporate as a yoga studio manager at a high-end fitness center. It was my dream job, one I had spent a year manifesting with crystal grids and guided visualization. Moving across the country for it was a huge step. I loved the culture and community I was helping to build—it had become a part of my identity. But when the pandemic hit, everything flipped upside down. Managing a yoga studio felt nearly impossible with the fitness closures and restrictions. I struggled with my own views on these restrictions and felt out of alignment. Plus, I had just fallen in love, and we wanted to travel—something I couldn’t do with a 9-to-5 job. So, I made the tough decision to step away and find a way to work remotely while learning new skills.

That’s when I ventured into e-commerce. Creating a yoga clothing brand seemed like a perfect fit. After three months of taking a course, hiring a coach, and setting up my store, I made $2,000 in sales during my launch. I was thrilled, thinking I had found my new path. My coach noticed my success and invited me to join her remote sales team. It seemed like a great opportunity, so I jumped in, thinking I could juggle both the e-commerce store and sales calls.

But life had other plans. The e-commerce store took a backseat as I threw myself into sales. I ended up being a top performer, which was both a blessing and a curse. I was burning out quickly, and that’s when it hit me—I needed to rethink everything. It was time to focus on what truly mattered: starting a family and finding a balance between my entrepreneurial spirit and being a mom.

The transition was anything but smooth. I tried different business ideas, most of which didn’t work out. But each failure taught me something new and helped me refine my vision. Eventually, I took on a social media management role for a family-focused brand in Phoenix. With a six-month-old at home and dealing with postpartum anxiety, this role was more than just a job—it was a lifeline. It allowed me to get out of the house, explore family-friendly places and events, connect with a new parenting community, and express my creativity during a time when I needed it most.

I poured myself into that role, creating engaging content and growing their account to nearly 10,000 followers. I also hosted bi-monthly in-person family events at two premier locations in Phoenix. These events drew viral views on social media and attracted crowds that eventually grew to over 100 families. Local businesses sponsored play areas, making the events even more special. It was a blast.

As I deepened my understanding of marketing and audience engagement, I realized how valuable these skills were. I knew it was time to channel this expertise into my own project. This was the missing experience I needed to find a business model that aligned with my lifestyle but in a completely different niche—one that brought me back to my yoga and wellness roots and the community I missed so much.

This realization became a catalyst for my next big leap. The skills and insights I gained inspired me to start Yoga in Phoenix, an online yoga and wellness directory and digital marketing company. Combining my husband’s marketing expertise with my passion for social media growth, I aimed to connect with the yoga and wellness community I had once been deeply a part of but had moved away from. I saw a significant gap on social media—a lack of an account highlighting local teachers, wellness businesses, and their events. I knew it was time to change that. I started with an Instagram account, and when I saw fast growth and positive feedback from teachers and studios saying, “YES! WE NEEDED THIS!” I knew I was onto something. I crossed my fingers and hoped the domain for Yoga in Phoenix was available. It was, so I created a directory and event page to spotlight all the yoga studios, wellness centers, yoga teachers, and practitioners in the valley.

Since launching Yoga in Phoenix’s Instagram account in May 2024, we’ve been rapidly expanding. We’ve soft-launched our directory with over 130 listings and are collaborating with local wellness businesses and professionals to create featured content. We’ve also started community wellness events in downtown Phoenix! It makes me light up with joy to finally be doing what I love in the yoga and wellness niche I had made so much of my identity in my 20s, now coming back to me as a business model that allows me to be a stay-at-home mom, provide for my family, and work remotely.

Reflecting on my journey, I’ve come to see that pivoting multiple times isn’t a sign of being indecisive or unstable, which is a belief I once held. Rather, it’s a testament to personal growth and adaptability. Each shift in my path was necessary, a step toward discovering who I am and what I truly want to contribute to the world. I’ve learned that it’s okay, even empowering, to embrace change. We aren’t meant to fit into one box for the rest of our lives; we are meant to grow, evolve, and explore the many facets of ourselves. So if you find yourself at a crossroads, don’t be afraid to pivot. It might just lead you to something even more fulfilling than you ever imagined.

We’d love to hear the story of how you built up your social media audience?

Building Yoga in Phoenix’s social media presence has been a journey of rediscovery, fueled by the same passion, authenticity, and curiosity that drove my previous success in social media management and community events. From the beginning, I knew that if I wanted to truly connect with our community, I had to take some risks, put myself out there, and accept that I might be met with rejection.

When I launched our Instagram account, my goal was to spotlight the incredible yoga and wellness community around me through the lens of a reporter—and I’m still working on creating content like this. But I knew I had to start somewhere simple. I began with Reels that spotlighted upcoming events, tagging businesses so they could share the content and help it reach a wider audience. Once we had a few hundred followers and gained trust from our audience, I took it a step further. I started attending public events, capturing video content, and creating Reels that not only showcased the experience but also promoted their future events.

One moment that stands out is when I attended a public Lululemon event in Old Town Scottsdale. I initially went just to do a yoga practice and capture some content, but then I had this moment of clarity—this was a huge opportunity, and I needed to take a risk. So, I introduced myself to the Lululemon team and asked if it was okay for me to capture content for our page. They agreed, probably not thinking much of it, but I ran with it. I filmed throughout the event, getting up close to the instructor and DJ, who even started giving me some camera love. They had an event photographer, but I barely saw them.

I quickly edited the video, added a voiceover, and sent the Reel for approval to the yoga teacher. Once I got her okay, I sent her a Reel request and even took a long shot by requesting a collab with the City of Old Town Scottsdale. To my surprise, they agreed, and to this day, it’s our best-performing Reel, which helped us grow by hundreds of followers overnight. I knew this was the traction we needed, and I used that momentum to fuel the rest of my collab outreach. Many loved the mission behind Yoga in Phoenix, and I’m incredibly thankful for those early supporters who saw our vision.

As I gained confidence, I began reaching out via DMs to influential accounts, offering to attend their events and classes to film and collaborate. Before I knew it, I started receiving DMs from studios, yoga teachers, and practitioners asking if I was available to visit them. Yes, I did all this work for free, but before you judge, let me share a powerful strategy called reciprocity. By offering value upfront, I was able to build trust and relationships that paid off in ways far beyond monetary gain.

Another big moment for our account was when I started filming and collaborating with local non-profits, which turned out to be some of our most viewed and shared collaborations. One non-profit event that stands out was led by a local yoga teacher whose passion for helping dogs get adopted was absolutely contagious. She organized yoga events where she’d sometimes bring adoptable dogs to class, helping them find forever homes, with all donations going to local shelters she partnered with. When I showed up with my iPhone and gimbal in hand, I was welcomed and could feel the palpable community support in the room. I posted the Reel, and not only did it resonate deeply with our followers, but it also helped get a dog adopted. While I can’t say it was solely because of the Reel, it did spark a wave of engagement that created a ripple effect throughout our community. It was a clear reminder that when we share genuine, heartfelt stories, people respond with enthusiasm and support.

Engagement is a cornerstone of social media, so I made it a priority to interact with our followers in our stories—asking about their favorite studios, encouraging them to tag us for a repost, and having genuine conversations in the DMs. Their input helped shape our content, creating a space where everyone felt heard and valued. Beyond engaging with followers, I knew we had to continue to reach more people. By following every account I aspired to collaborate with, liking, commenting, and reposting their content, I managed to get their attention—and for the most part, it paid off. Our reach and following grew, and best of all, it was a hyper-targeted audience of yoga and wellness lovers.

For those just starting to build their social media presence, my advice is to begin with authenticity and not shy away from taking risks. Share the real, unfiltered stories that make your brand unique, even if they feel ‘too niche’—there are people out there waiting to connect with your message.

The journey I’ve shared shows how these approaches can help you make real connections and see meaningful growth. Embrace reciprocity: when you give value first, you’ll find more opportunities opening up for you. Keep in mind that putting yourself out there can bring amazing rewards, but it also means facing rejection. Don’t let the ‘no’s’ hold you back; they’re just part of the path to your next ‘yes.’ This journey is all about growth, patience, and staying true to what you love. Trust the process, and your community will naturally grow, reflecting the genuine passion and commitment you bring.

Contact Info:

• Website: https://yogainphoenix.com
• Instagram: https://www.instagram.com/yogainphoenix/
• Facebook: https://www.facebook.com/yogainphoenix
• Linkedin: https://www.linkedin.com/in/courtneylm/

Image Credits

The photo of me with the mayor of Phoenix and the photo of the families at one of our events was taken by Chloe Dake.

The photo of me doing a yoga pose in Maui is by Blake Ramelb.