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

Richelle, looking forward to hearing all of your stories today. Can you talk to us about how you learned to do what you do?

I learn by surrounding myself with strong leaders and pioneers. Everyone has something to teach. Community building comes in a lot of forms – showing up, making new friends often, and having fun. To command a room, you need both strength and sensitivity, and can’t get swayed too easily. Everyday I focus on observing, absorbing, and doing. I’ve always been someone who executes because I’m quick and efficient. The environment at SKY TING is very dynamic and collaborative, so I learn from mistakes just as much as successes.

I started growing my class – NITE RICE, by being true to who I am, not worrying about what others will say/critique, and having fun trusting my training, skills, experience, and my own heart.

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 the Director of Marketing at SKY TING, a yoga studio in NOHO. I’ve been here for 8 years, and for the past 4 I’ve led our social channels, email, website copy, and our online platform, SKY TING TV.

My creative process is really rooted in our community. I’m proud of how vibrant and supportive it is, and that we can make people laugh while also inspiring them to live happier, healthier lives.

Working with Krissy, our founder, is a big part of my process too. She’s a visionary and a powerful manifester, and I love translating her big-picture ideas into tangible campaigns and creative storytelling. With over 100,000 reach across our channels, I feel inspired to be bold: to experiment, to start trends instead of following them, and to collaborate with my brilliant teammates to keep our work feeling new and alive.

What’s worked well for you in terms of a source for new clients?

We’re really lucky that the majority of our new members come from word of mouth. Our data shows that nearly 3/4 come because of a friend’s recommendation. That’s amazing to us, because it means people genuinely want to share their experience. At the core, it’s about building real relationships: making personal connections, asking questions, and investing in our community so people feel seen and excited to bring others in.

How did you build your audience on social media?

We’ve built our audience by staying true to what inspires us, and by spotlighting our community, sharing their personalities and their energy. And, we never lose sight of the roots of yoga and its purpose: helping people become more well-adjusted in the world. Because at the end of the day, we’re teaching what we believe is the best yoga in the world. That means weaving in education, and keeping it joyful.

Contact Info:

• Website: https://skyting.com
• Instagram: @richellerice_

Image Credits

Chelsie Starley for the professional images