How I Grew My IG As a New Yoga Teacher
One of my most frequently asked questions is how I grew my IG as a new yoga teacher back when I first started out. I wish I could say it was fast and easy, but the journey has definitely been a bit more nuanced for me. It's also a long story, making it hard to answer every time the question pops up, so I thought I'd give it a permanent place here on my blog. I hope it's helpful if that's what you're looking for, but I also hope it serves as a reminder that everyone's story and journey are so different. I'm very grateful for where I am today both personally and professionally but I never want to forget what got me here.
Now, let's go back to the beginning...
Part 1
In October 2014 I took my first yoga class after lifting weights for a year or so. That first class immediately sparked something in me and I signed up for a class pack at my local studio. I had never felt my mind so quiet and focused and I wanted more.
Within a few weeks it was all I thought about and I knew I needed to fuel my spark. I asked the studio owner about teacher trainings and she recommended one in Seattle and I immediately called and signed up for their next session. I knew I would walk out being able to teach Hatha, Vinyasa, and Yin but didn’t shop around. I chose it because I could earn my 200hr in an Intensive Training, which meant I could finish it all within a month (I was 32, a full time stay-at-home mom and my kids were 8, 6, & 5).
I started my Instagram account, Chelsea’s Yoga, at the exact same time and had maybe 70-80 followers. I posted pics from my YTT as well as postures I was trying out. I turned to IG for inspiration because my town was pretty small and only had two studios but Instagram showed me sides of yoga I had never even seen before!
At this time there was no algorithm and people like @kinoyoga and @patrickbeach blew my mind! I thought, “That is yoga?!” Kino and Kerri (@beachyogagirl) were constantly hosting challenges so I started participating. I would often do two to three at a time and hashtags became my best friend.
I took all of my own photos using my iPhone and taped it with blue painter’s tape to my wall as my mount (see below!). I held a bluetooth shutter remote in my teeth to capture my images. Gone are the days of square pics with borders and 15 second videos but that’s where it all began! I never dreamt it would turn into what it was! This was simply a hobby for me but there was so much more in store!
Part 2
2016 started with me teaching locally while participating in yoga Instagram challenges. I had gained some traction on IG with consistent posts, hashtags, and building community (responding to comments and on my own posts and commenting on other people's posts) on the app. I had some smaller yoga brands brands reach out to me and offer clothing in exchange for posts. I happily said “YES” and found that my posts seemed to do better when I was in matching or extra cute pieces.
When I hit 7k followers (early ‘16) I was asked to co-host my first Instagram challenge with three women (all of whom had much larger accounts that mine). It immediately caused a bump in my following and I LOVED collaborating and hosting these as I met oodles more people through the challenge. I would guess I hosted 14-16 that year.
In March, Instagram introduced 60 second videos and in August, IG Stories came out. This was also the year that a LOT of people were buying followers or using apps that increased engagement with automatic comments/likes, etc. I never jumped on that bandwagon but learned other ways to organically grow. I started offering giveaways with yoga props (wheels, straps, mats, etc) and crafting collages of “How I learned to ...” or “Do This, Not This” sort of posts. I had never been paid by a brand at this point and was just offered product or an outfit to shoot and keep, in exchange for a post.
On the flip side of my growth online, I did have pushback from some family and friends. They didn’t understand why I was doing it or why I had to wear tight yoga pants and bras. I was misunderstood, questioned, and talked about behind my back. This was the beginning of me learning to use my voice a bit more even though I mostly sat back and listened. The rise came later.
I started attending local workshops and meeting people that felt like yoga celebrities when they visited Seattle. By the end of ‘16 I had reached 70k followers but still wasn’t making any money. Just LOTS of free stuff, haha! Often, friends would tell me I should be capitalizing on my posts as I was basically free advertisement for a lot of big brands. This got me thinking...
Part 3
Now we’ve entered 2017, and as my 13 year marriage came to a close, I felt like my whole world got shaken up and that all-eclipsing shift spilled over into my practice. I set my ashtanga practice down and started waking up super early to do, what I now call, my Rising Up Stronger drills. I started taking classes on (then called) CodyApp that felt almost opposite of the habitual primary series I had practiced for years. Ones that took up space, moved me off my mat, challenged my creativity, and introduced me to new types of pranayama. With the strength drills changing my body (I also lost a lot of weight back then - divorce stress), I found my mind started to feel completely empowered and a hell of a lot stronger too. Here is where I started my handstand practice.
It was summer and I was outside A LOT with my kids. I practiced handstands in the open space as often as I could. I didn't work with any formal teachers and my form was messy but I kicked and kicked and slowly gained 2 secs, then 5, and then 10 - all while sharing my progress on Instagram. Following my drills, I would “handstand hop” and would add IG stickers over my butt because I would practice in what I slept in (usually bodysuits or lil shorts).
People started taking notice and constantly asked, “What are you practicing?? Your practice took off!” I decided to write it all down and then asked my mom if she wanted to help me shoot a book (she’s a photographer). We emptied out her living room and spent hours photographing my first ebook, Rising Up Stronger.
I did a LOT of research on how to not only create an ebook but also build a website. I needed a place to sell it from so while my mom edited my photos, I built an entire book on my Mac using Pages. I converted it to a pdf and set a launch date. It took me about three months of work but on January 29, 2018... it went live.
(Quick note: I still hadn’t made any money in 2017. I hosted lots of challenges, giveaways, and collaborations and met more and more of the IG community when they came to Seattle, but I basically worked for free just feeling so grateful for everything companies sent me as yoga stuff is $$! I also never asked these companies I partnered with if I could actually work with them or be compensated in any way - I really had no idea how that all worked and wasn’t super savvy back then.)
Part 4
I decided to make a personal goal. If I sold x amount of ebooks, I would take myself on a big trip! Up until that point I had only been to Mexico and wanted to do something that really took me out of my comfort zone. The ebooks started to sell and I hit that goal and then some! The beginning of Chelsea’s Yoga, a business, was officially in full effect (enter financial planners & accountants - I had a lot to learn).
Also during this time, I had met this man. This deeply kind, silly, fully present, light hearted, hand-standing, wonderful man. I had met him years prior but this nomadic fella had rented out his house and was traveling the world. He came back to Seattle for 2 weeks to celebrate his 30th birthday and at his party, we sparked. We spent as much time together as possible but he soon left again for South America. We spoke every day until he surprised me by coming home a month later hoping to give our relationship a real go. We leaned in.
I booked my flight to Bali and asked Kevin if he wanted to join me (an easy yes) and we left for two weeks to explore this island. I could feel my life changing. I’m pretty certain travel companies took notice of our time there and the amazing photos Kevin took and my inbox started filling up. Retreat companies, brands, and photographers were asking me to partner up and 2018 quickly became my “Year of Yes” (thanks Shonda Rhimes!).
I went to New York to celebrate my best friend’s birthday and met a new friend and photographer @Reneechoiphotography (she would later travel to several continents to photograph my retreats). I hopped on some calls with up and coming travel/adventure yoga retreat companies and decided to step into something new! The following year I would host seven retreats on five continents (see what retreats I'm hosting now here)!
Over the year of 2018 I continued to travel meeting Kevin in different parts of the world (he’s been to 35 countries!) and found a side of myself I never knew I needed. I kept saying yes to things that scared me, that made me squirm, but ultimately made me feel so alive and really flippin’ brave.
Part 5
In 2018, the bulk of my earnings came from my first ebook and some small campaigns. I traveled a lot and had the luxury of some VERY amazing photographers capturing most of my adventures. I launched a few retreats for early 2019 and they sold out! (That part felt so surreal.)
Before the retreats started, I shot my second ebook thinking I would use all of my travels to get it published (took me a LOT longer than I thought) and I had also been approached by a company called Playbook to help me develop an app that allowed me to teach from home (or wherever I was in the world). I filmed everything to get that kicked off as well! I was able to offer a few coupon codes here and there as well, which helped me gain traction with my initial launch (those tend to give influencers small kickbacks in exchange for good discounts for consumers).
After hearing this, most people ask how I was able to travel SO much. The short answer is that my ex-husband and I work really hard to ensure that we continue to support each other’s careers and what’s best for the kids. He traveled a ton when we were together and he wanted to do the same for me. My kids watching me grow into this new role has been so amazing and also, thank goodness for technology!
During that year, 2019, I traveled to and hosted retreats in South Africa, Bali, Croatia, Peru, Moab, and Egypt. I signed my first contract with a clothing company. I continued to meet Kevin all over the world as he continued his travels. I had a BIG brave moment and signed up for my 300hr YTT in Bali with the two teachers that inspired me to start practicing yoga and then started teaching at their studio in Seattle when I returned home.
As offers continued to happen, I had to trust my gut as I got inquiries. The three companies I worked with for my retreats did the bulk of the planning after I decided where I wanted to go and what activities I wanted to include. That helps IMMENSELY when planning a retreat. As for IG campaigns, I’ve never had a management team help me find brands to work with even though I’m sure that would be amazing help!
I’ve always called 2019 my “Year of Yes” and I’m so proud of myself for leaning in. I learned a lot and I followed those little sparks... those whispers... and I kept getting stronger.
And that's my story! How I slowly but surely grew my Instagram and my business to what it is today. 2019 was such an incredible year and I had so much planned for 2020, but we all know how that turned out. So, like many businesses, I had to pivot and instead of putting a huge focus on retreats and travel, I put even more of myself into my app and teaching online. Thankfully, travel is making its way back into my business, which I'm so grateful and excited for - I've got some amazing adventures planned!! Regardless of what's going on in the world though, one thing is certain, I'm going to keep rising up stronger.