Interested in starting your own entrepreneurial journey in wellness but unsure what to expect? Then read up on our interview with Jenni Alvarez, Co-Founder of The Tree Yoga Cooperative, located in Los Angeles, CA, USA.
What's your business, and who are your customers?
Hi, my name is Jenni Alvarez, co-founder of The Tree Yoga Cooperative. We are four Latina and Black yoga trainers and leaders that brought our eight years of experience teaching yoga in South Central LA to create a wellness oasis where communities of color can practice yoga and mindfulness while feeling seen, valued, and represented. We are committed to addressing the problem that one-third of all deaths are caused by preventable chronic health conditions. What sets us apart in this $12 billion dollar yoga industry is that we provide accessible, inclusive, culturally relevant, and trauma-informed yoga services.
Tell us about yourself
My introduction to yoga was with a program that offered yoga to support survivors of sexual trauma.
Over the course of 8 weeks, I noticed a shift in my own mental, emotional, and physical well-being through the consistent practice of yoga. Yet, I also experienced how inaccessible taking yoga classes can be if you do not live near a studio or cannot afford it.
Fast forward a few years, I received my yoga teacher training certificate through a scholarship and started working at a non-profit bringing access to yoga in South Central Los Angeles as the Operations Director.
My experience of feeling marginalized in yoga studios isn’t unique. Many Black Indigenous and People of Color often talk about not feeling seen, valued, or being able to just show up as their full authentic selves in wellness spaces. My cofounders of The Tree Yoga Cooperative are motivated every day to provide an inclusive, accessible, culturally relevant, and trauma-informed space - because each of us knows personally the difference it can have on making an impact on someone’s life and what it can be like not having that available to our community and us.
What's your biggest accomplishment as a business owner?
As a business owner, I feel our biggest accomplishment is having opened a beautiful spacious wellness oasis in South Central Los Angeles. These recent years have been tough for many small businesses to survive, let alone sustain a brick and mortar. My co-founders and I were able to save up and fundraise for two years to sign a five-year lease. In June 2022, we immediately started offering classes, yoga teacher trainings, and wellness workshops.
What's one of the hardest things that comes with being a business owner?
We are a worker-owned cooperative with four co-owners. We have been able to get through a lot of our challenges by leaning into each of our expertise (IT support, accounting, program development, and community partnerships) and going through business mentorship programs such as Black Ambition and PledgeLA + GRID 110. One thing we struggle with as business owners are dedicating time for grassroots canvassing of our business to our local neighbors. There is only so much reach that digital marketing can get you, and we can't underestimate the humanizing social impact of meeting your neighbors and inviting them to a beautiful wellness studio in their community.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Take advantage of your city/county's FREE small business trainings, consulting, and support services to get you started. You might even find non-profits that provide free services or trainings too.
- Just do it! Whether it's applying for an entrepreneur/small business grant, an accelerator program, or taking small steps in getting started. Don't hold yourself back or get in your own way. We got quite a few "No's" before we got the "Yes's." After a while, you get used to it, get better, and don't let the "No's" define you.
- Stay focused on YOUR business, and don't compare yourself to another business. You are going to bring your own flavor to what your business is about. When you can understand WHO your clients are, you will start to see growth in your business. We have felt more abundant in staying focused on what WE DO and WHO our clients are instead of giving energy to the mindset of being in competition with other businesses.
Where can people find you and your business?
Website: https://www.thetreeyogacoop.org/
Facebook: https://www.facebook.com/thetreeyogacoop/
Instagram: https://www.instagram.com/thetreeyogacoop/
Twitter: https://www.twitter.com/thetreeyogacoop
LinkedIn: https://www.linkedin.com/company/thetreeyogacoop/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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