Alright – so today we’ve got the honor of introducing you to Melissa Joy Schoeller. We think you’ll enjoy our conversation, we’ve shared it below.
Melissa Joy , looking forward to hearing all of your stories today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?
One of the most meaningful ways I’ve shown appreciation for our customers—at both Hola Yoga and through Ritual Union Retreats—is by fostering a culture of genuine connection and support, especially during life’s more challenging moments. When someone is in between jobs or going through a tough season, I’ve quietly offered discounted or free passes—no fanfare, just a human response to a human need. I want people to know that their presence is valued far more than any transaction.
We also host regular member appreciation events—yoga and coffee pop-ups, lakeside flows, rooftop sound baths—that are designed to celebrate our community. These gatherings often bridge both businesses, uniting local studio members with our retreat family in shared joy and gratitude.
Beyond our own events, we regularly donate classes, retreat discounts, and wellness packages to local silent auctions and fundraisers. It’s a way to not only support our greater community, but to extend our appreciation beyond the walls of the studio or retreat space.
For me, customer appreciation is about one-on-one connection—knowing names, remembering stories, and creating a space where people feel seen, supported, and celebrated.
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?
I’m Melissa Schoeller, and I’m the founder of two community-centered wellness brands: Hola Yoga, a boutique movement studio in Minnesota, and Ritual Union Retreats, a global retreat company focused on meaningful travel, connection, and self-discovery.
I got into this work from a deep desire to create spaces where people feel seen, supported, and empowered—whether they’re stepping onto a mat in my studio or hiking along the cliffs of Ireland. After leading over 80 international retreats and teaching thousands of classes, I’ve learned that people crave real connection—something beyond just fitness or escape. My work is about building experiences that nourish the whole person.
At Hola Yoga, we offer a variety of movement modalities: yoga, Pilates, barre, strength, and HIIT, all in a welcoming, ego-free environment. We also host regular pop-ups, member appreciation events, and collaborations with local businesses. Through Ritual Union, I design transformative retreats around the world that include fitness, adventure, and soul-centered moments—from polar plunges in Minnesota to yoga on the beaches of Bali.
What sets both brands apart is the genuine, personal connection we create with every student, guest, and collaborator. Whether someone is going through a major life shift, needing a reset, or just wants to move their body and laugh with others, we’re here for that.
I’m proud to say both of my businesses are built not just on movement, but on community, care, and joy.
Can you tell us about what’s worked well for you in terms of growing your clientele?
For me, the most effective growth strategy has always been creating meaningful experiences that people want to talk about—and share. Whether it’s at Hola Yoga or on a Ritual Union Retreat, I focus on cultivating real connection and care. That energy becomes contagious.
Clients naturally become ambassadors. They tell their friends, bring their partners, return again and again. It’s organic, word-of-mouth growth driven by genuine experiences and community. Rather than pouring money into ads, I invest in moments that matter—ones that make people feel seen, supported, and part of something special. That’s what keeps growth consistent and authentic.
We’d love to hear a story of resilience from your journey.
A few years ago, I experienced a painful falling out with a former business partner—something I never anticipated when we first began building together. What started as a shared vision turned into a long, emotionally draining legal process that forced me to face some harsh truths about trust, contracts, and boundaries in business.
The biggest lesson? Always have an operating agreement in place from day one. Because things can change—fast.
It was one of the hardest chapters of my professional life, but it also became the most transformative. I emerged on the other side stronger, more grounded, and more intentional. I rebranded both of my businesses—Hola Yoga and Ritual Union Retreats—fully on my own, and both have continued to grow and evolve in ways that feel completely aligned with my values.
Resilience, to me, means rebuilding when it would’ve been easier to walk away—and doing it in a way that’s rooted in integrity, vision, and deep personal strength.
Contact Info:
- Website: www.ruyogaretreats.com & www.holayogamn.com
- Instagram: @ruyogaretreats & @holayogamn
Image Credits
@annakophoto