Alright – so today we’ve got the honor of introducing you to Suze Yalof Schwartz. We think you’ll enjoy our conversation, we’ve shared it below.

Suze, thanks for taking the time to share your stories with us today Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Unplug was anything but an overnight success. When I first opened the studio in 2014, I envisioned an Unplug meditation studio on every corner, similar to Starbucks. However, it only took opening my second studio a few years later to realize that one was enough work and if I really wanted to scale, the business would need to be “phygital” – a blend of physical and digital.

Fortunately in 2017, a studio client who was traveling and wished he could take his teachers from Unplug with him, suggested that I create meditation videos, make an app, and render the studio more portable. I decided to give it a try and, as a result, was able to film most of our teachers and ultimately create 1,300 meditation videos so that I can now honestly say “we have a meditation for that” — whatever your life’s challenge may be!

Because of the Unplug app, we were able to partner with BeachBody on Demand, where our videos have had over 1 million views, and create other large-scale collaborations that have helped get our brand out there, like those with American Eagle, FabFitFun, and the American Heart Association, to name a few.

In 2017, I wrote “Unplug: A Simple Guide To Meditation For Busy Skeptics and Modern Soul Seekers”, which was published in 7+ languages. Having that book brought more attention to the brand. We then created the Unplug Meditation Teacher Training program with world-renowned expert davidji. This program was developed so that we could help others deepen their meditation practice and confidently share it with others, and we have certified over 220 meditation teachers around the world.

We also continue to expand our reach with our corporate wellness program, Unplug for Business. I genuinely believe that the more people meditate, the better the world will be and that world peace starts with inner peace. My mission is to spread the power of meditation with as many people as possible globally!

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?

Unplug is the world’s first drop-in meditation studio and a global mobile application, founded in 2014 by former fashion editor Suze Yalof Schwartz. Unplug has gained significant recognition and acclaim for its modern approach to meditation, and has been featured in every major news outlet including The New York Times, Washington Post, CNN, Forbes, and the Today Show.

Unplug’s mission is to demystify meditation and make it easy, accessible, and inspirational for as many people as possible around the world. Unplug’s wide variety of classes, led by a diverse roster of world renowned experts, offer a blend of simplicity and fun to cater to busy skeptics and modern soul-seekers alike. Unplug’s app meditations have been viewed by over one million people around the world.

The Unplug book was published in 2017 by Penguin Random House. It has been translated into multiple languages and is sold globally. The Unplug for Business program has sailed the seas with Oprah Winfrey and is trusted by companies such as Google, Nike, Kaiser Permanente, Condé Nast Corporation, and NBCUniversal.

Unplug clients regularly share stories about how Unplug has had a positive impact on their life, whether meditation has helped them manage stress and anxiety, lower blood pressure, alleviate chronic pain, stop panic attacks, or overall improve happiness. The benefits of meditation are truly endless and continue to manifest for those who commit to the practice.

Unplug’s teacher training program, led by Suze and world renowned teacher davidji, has graduated over 200 teachers from 19 countries and 28 states.

Unplug’s motto is “If you can breathe, you can meditate”. The company’s goal has always been to meet people where they are and simplify meditation so that anyone can feel confident and excited to practice daily.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Well, the fact that we were the world’s first drop-in secular meditation studio helped a lot. We had a one-page feature in the NY Times, Vogue, LA Times, and were featured in most other major news and media outlets in the USA, so that was the ultimate stamp of approval. As a former fashion editor, I prided myself on finding meditation talent and “editing” the practice so that it would be relatable. I hired the world’s best teachers and gave them a platform. So many teachers started with us and were not known and now have book deals, have taught all over the world with us, and have been on TV shows representing Unplug. We ended up growing together, and I am so proud of that. What set us a part was that we had a point of view. We believed that meditation could be interesting and inspirational (not boring and one-dimensional). So we gathered the best teachers in the country and gave them a platform to share in a simplified and empowering way. They all were proud of being part of a movement to help the people in Los Angeles and beyond.

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

The unexpected arrival of Covid-19 brought unprecedented challenges to Unplug. Our cozy, serene studio, once a refuge for those seeking peace in the hustle and bustle of life, had to shut its doors. It was heartbreaking. Our community needed us more than ever with stress and anxiety levels skyrocketing globally.

We had to think quickly – and pivot even quicker. In just one day, we managed to transform our live, in-studio experiences into digital offerings. Our team worked tirelessly, navigating through technical aspects, and figuring out how to bring the same authentic, calming, and transformative Unplug experience into our client’s homes via Zoom. And we did it – we managed to transition from live to digital, ensuring that our clients had a familiar and comforting space to navigate through the new normal. We weren’t just preserving a business; we were maintaining a sanctuary for mental well-being during a global crisis.

Pivoting to a digital platform underscored the fundamental belief at Unplug: that meditation is not confined to a physical space. It’s a tool, accessible anywhere, anytime, especially when people need it the most. It’s incredibly inspiring to see how our community stuck together, even when physically apart, proving that the essence of Unplug is not just within the studio walls but within the incredible people who make up our community.

Contact Info:

• Website: www.unplug.com
• Instagram: https://www.instagram.com/unplugmeditation/
• Facebook: https://www.facebook.com/unplugmeditation
• Linkedin: https://www.linkedin.com/in/suzeyalofschwartz/
• Twitter: https://twitter.com/unplugmeditati
• Youtube: https://www.youtube.com/channel/UCVZhK7jr_p4BOD_azS9B8pg
• Yelp: https://www.yelp.com/biz/unplug-meditation-los-angeles