Iyengar Yoga Center of Nashville

Why $100,000?

$100,000 represents a portion of the costs of the buildout of the interior of our yoga studio, including rope walls, props and prop storage, floors, signage, bathrooms, commercial-grade sprinkler system, water fountains, and minimal decor.

Where will my funds go?

Once we factor out the standard crowdfunding transaction fees and taxes (taxes and fees are part of every crowdfunding platform and represent about 25–30% of all we collect), every remaining penny donated will be applied to the studio costs. Because the costs are being paid for at the outset in our construction loan, the money will be used to pay down our mortgage each month. This provides a critical support system in our first year of business in a new location.

How much is this project costing in total?

I’ll be the first to admit that $100,000 is an ambitious crowdfunding goal. But the reality is that it’s just a small piece of the puzzle, as our building project has capped out so far at just under $1.8 million for the business location on the bottom floor and two residential units above it.

Why such an expensive project?

This high price is due in large part to our desire to stay centrally located in Nashville in order to continue to serve our existing clients. The residential units allow for additional funding for the building as a whole.

Staying in a central location with easy access routes for our student base was paramount, which had a huge impact on the total costs of the project. Staying as close as possible to our current location — so as to keep our community of nearby students as intact as possible — was a business decision we had to weigh. (The farther we moved, the less expensive the land but higher potential to lose business in the long term.) All of these factors played a role.

If you’re living above the studio, are funds going to your house?

No. Selling my current home and living above the studio was part of what allowed me to finance such a big undertaking. The $100,000 for this campaign will only go toward the yoga studio and isn’t tied to the two residential units above the business space.

Will the studio be built if you don’t hit your goal?

Yes. This is because as an individual — I, Aretha — did not want to make any business decisions that weren’t prudent. I have had a great team of advisors — real estate agents, financial advisors, and my partners at the bank — who have helped me steer this project.  

This is a huge undertaking that will, of course, leave me vulnerable like any business owner would be if a business didn’t do well or we encountered an unexpected hurdle. That’s where your role as a backer is critical and appreciated deeply.

This fundraising effort provides us a few critical support mechanisms:

#1. It allows passionate students a way to give alongside me to show their support and their own investment in building a permanent yoga community. What value is money if you don’t put it toward growing something you love and helping others? My goal in running a yoga business has never been about making profit, but rather about making an impact. I want to invite others to help me make the impact of a permanent Iyengar Yoga Center serving the Nashville community that will have a place to grow and thrive for years to come. I am so proud to be a steward of such a wonderful business, although at this juncture, I am admittedly terrified at such a big undertaking!  

#2. Crowdfunding provides a critical safety net in our first few months of business that will help us ensure that while moving to a new location we have plenty of cash flow to cover our mortgage. We expect to see an initial drop in number of students once we move, and this crowdfunding campaign can help us weather that storm.

#3. Should we raise above and beyond what we are aiming for with our ambitious goal or should the studio recover more quickly from the move than we anticipated, we will apply the funds toward paying down the debt the business has taken on for the studio’s buildout. And as we all know with debt and interest, potential early payment will have a beneficial compounding impact over the long term for the health of the business. This allows us wiggle room to offer classes to those that may not be able to afford to pay, keep class costs as affordable as possible, and pay our teachers a fair wage for the amazing work they do.

What are the details of the membership donation level?

This is truly one of the most exciting perks we’re offering! Starting January 2020, those backing at this level ($300+) will receive a membership. This means you can come to the studio for set times during the week and use the space for your own self-directed practice time. While these days of the week and windows for open hours aren’t set in stone, our goal is to have at least three, two-hour windows during the week where students can use our studio to do their home practice, particularly in the morning.

For example, we would offer open classes for individuals to practice by themselves but in our facility on Mondays 8:00–10:00 a.m., Tuesdays 6:30–8:30 a.m., and Thursdays from 12:00–2:00 p.m. PLEASE NOTE: These times are just examples to give you an idea of what we are hoping to offer, and the official windows will not be set until closer to January 2020. Membership will also include savings on special class series and some events. Memberships will not include discounts on regular classes or class passes.

Memberships will still be available to purchase in January 2020 if you choose not to back at the $300+ level, although we have not set up pricing just yet for what they might be. What we can say is that $300 is a great deal for an annual membership fee!  

What makes Chestnut Hill Yoga an official “Iyengar Yoga Center,” and why is that different from other yoga studios?

Iyengar Yoga Centers exist in many cities throughout the U.S. and internationally. These centers serve as some of the earliest yoga centers founded in the U.S. and abroad. In fact, our center in Nashville is among Nashville’s first few yoga studios. Our yoga classes support and promote the teachings of BKS Iyengar, one of the world’s first and foremost teachers on the subject of yoga.  (You can learn more about Iyengar and his teaching legacy at https://iynaus.org/.)

One critical area that makes Iyengar Yoga certification unique and distinct from methodologies like Hot Yoga, Vinyasa, or other modalities is that Iyengar teachers go through rigorous, ongoing training, mentoring, and certification examination over the course of many years to help offer a safe and progressive approach to the practice and study of yoga.

Iyengar Yoga at the national level has tiered certification — meaning teachers are trained as Introductory, Junior, and Senior levels — which fosters a continuous and progressive approach to skill building for our teachers over time.

Simply put: Our teachers are trained and well-equipped to work with our students, however they arrive in our studio. This includes those who are beginners in yoga and can barely touch their toes, to pregnant women, to triathletes at their peak performance seeking a balanced practice, all the way to advanced yogis decades into their yoga journey.

Iyengar Yoga is welcoming, challenging, and a noncompetitive environment to enjoy yoga. We pride ourselves in being able to open our doors to anyone who wants to start their journey on the path of yoga.

And while you may find fantastic teachers offering other modalities, Iyengar’s certification process helps you rest assured that you are working with a teacher who has been not only vigorously trained, but also tested by an independent peer-reviewed process at the regional or national level. Because we’re the only Iyengar Center, this makes us truly unique as a studio in Nashville.

Why change the name?

While we love the 12South moniker, it’s the downside of naming a business after a street you are renting on! We’re excited for a fresh start as Chestnut Hill Yoga in a new neighborhood. And this time, we own the place, so hopefully we won’t be rebranding anytime soon!