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

Shannon, thanks for taking the time to share your stories with us today Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?

When I started Yoga Social, it was just me—one yoga mat, a speaker, and a whole lot of hustle. I handled everything from class planning and teaching to setting up the sound system, promoting on social media, and hauling gear to each venue. It was exhausting but also deeply fulfilling because I was building something rooted in purpose and community.

The decision to bring on my first team members wasn’t immediate—it came out of necessity. As classes grew and partnerships expanded, I realized I couldn’t do it all alone and still maintain the heart-centered experience I wanted Yoga Social to represent. My first recruits were actually students who kept showing up—not just for the classes but for the connection. They believed in what we were doing and wanted to help it grow.

The recruiting process wasn’t traditional at all. I wasn’t posting job listings—I was building relationships. I looked for people who showed initiative, warmth, and a genuine passion for making yoga accessible and inclusive. Training wasn’t rigid either. I’d walk them through everything in real time: how to greet students, set up waivers, adjust the sound, support the flow of class, and most importantly, how to hold space for others. I didn’t want a staff—I wanted a team that truly got the vibe.

If I were starting today, I’d probably implement a bit more structure earlier on—clearer onboarding, roles, and systems to avoid burnout and create smoother growth. But I wouldn’t change the heart-led approach. That’s what built the community, and that’s what continues to guide it.

Shannon, 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?

Hi, I’m Shannon Chalmers—founder of Yoga Social, a nonprofit based in Denver, Colorado that blends intentional movement with meaningful connection. My background weaves together over 15 years of experience in yoga instruction, event planning, and community-building. I’ve always believed that yoga should feel accessible, welcoming, and even a little fun—and that’s exactly the energy I’ve infused into Yoga Social.

Yoga Social started with one simple idea: to take yoga out of the traditional studio and bring it into everyday, community-driven spaces. We host classes and immersive events in some of Denver’s most unexpected places—breweries, rooftops, art galleries, botanical gardens, hotels, parks, and more. We’ve also built partnerships with over 50 local businesses and nonprofits to create experiences that go beyond just movement—things like baby goat yoga, singles mingle yoga, sound baths, lavender field flows, and tarot + intention workshops.

Our offerings range from weekly donation-based yoga to larger events like wellness markets and immersive meditative journeys based on the medicine wheel. Whether it’s a small class or a sold-out full moon event, the goal is always the same: to help people feel seen, supported, and part of something bigger.

What sets Yoga Social apart is the vibe. We’re not about perfection or pretzels—we’re about people. Our classes are all-levels friendly, family-friendly, and designed to be judgment-free zones. We provide our own gear, bring in live musicians, and even reward our students with surprise concert tickets or local giveaways. We’re proud to offer free yoga to veterans, venue staff, and volunteers, and we work hard to keep our ticket prices affordable, often under $30.

One of the things I’m most proud of is the community that’s grown around Yoga Social. It’s filled with folks from all walks of life—people who may have never felt comfortable in a traditional yoga space but who now show up week after week because they feel welcome here. I’ve had people tell me it’s the first place they’ve ever made a friend in Denver, or the only hour of their week they feel truly at peace. That means everything to me.

If there’s one thing I’d want people to know about Yoga Social, it’s this: we’re here to help you feel better—physically, mentally, emotionally—and remind you that you’re not alone. Whether you come for the yoga, the vibe, the community, or the tacos afterward, you’re always welcome.

How’d you build such a strong reputation within your market?

I think what’s helped build my reputation most is consistency, authenticity, and truly caring about the experience people have when they show up.

From day one, I’ve been committed to creating events that feel welcoming, intentional, and fun—where no one feels judged, left out, or overlooked. Whether we’re on a rooftop, in a brewery, or in a garden at sunset, I put everything I have into making sure each class feels like more than just exercise—it feels like a moment of connection. That consistency in energy and quality built trust, and people started to come back—not just for the yoga, but for the community.

I also think my background in event planning helped. I know how to create a vibe, how to collaborate with venues, and how to keep things running smoothly behind the scenes. Word-of-mouth has been huge—students telling their friends, venues recommending us, and even other wellness professionals referring people our way.

But above all, I think people can tell when something is real. I don’t pretend to be perfect or polished—I’m just a human creating space for other humans to feel good, move their bodies, and connect with one another. That heart-forward approach is what people remember, and I think that’s what’s made the biggest difference.

Can you talk to us about how your side-hustle turned into something more.

Yes—Yoga Social definitely started as a side hustle and eventually became my full-time passion and career.

It began as something I did on the side while juggling other jobs in hospitality and wellness. I was teaching yoga classes here and there and organizing events on my own time, simply because I loved creating unique experiences that brought people together. I noticed how often people felt intimidated by traditional studios or disconnected in big group settings, and I wanted to offer something more relaxed, more welcoming—something real.

I hosted my first class on a rooftop with just a speaker and a handful of students. From there, it slowly snowballed—students kept showing up, friends told their friends, and local businesses started reaching out. I was setting up events at breweries, art galleries, even the Denver Aquarium—anywhere I could bring movement and community together. And every time I thought I had hit my “capacity,” something new would unfold: a sold-out full moon class, a partnership with a major venue, a new sponsorship opportunity, or someone telling me that our class was the highlight of their week.

Some key milestones along the way were:

Forming official partnerships with places like the Catbird Hotel, Great Divide, and Denver Botanic Gardens
Securing sponsorships from national brands like AEG Presents, Ryl Tea, and Suja Organics
Getting voted one of Denver’s best yoga experiences two years in a row
And most recently, converting Yoga Social into a 501(c)(3) nonprofit, which opened up a whole new level of purpose and sustainability.
The transition to full time wasn’t instant—but it was intentional. I reinvested every dollar into growing the business, improving the experience, and expanding our reach. Eventually, I realized that this wasn’t just a side gig—it was my calling. The moment I went all in was both terrifying and exhilarating, but I’ve never looked back.

Now, Yoga Social is not just my job—it’s a platform for community, healing, and joy. And the best part is, I still get to do what I love every day: hold space for others and watch magic unfold.

Contact Info:

• Website: https://www.yogasocial.org
• Instagram: @denveryogasocial
• Youtube: https://www.youtube.com/channel/UCdH1bmqHaBFQ_HK5MZZqbuw