NEWSLETTERS
Satyananda Yoga

THE YOGA CONNECTION

Anatomy of a Yoga Studio Retail  Shop                       

By Dharmaraj

Yoga Connection interviewed Dharmaraj (Paul Harms), Atma Center’s new retail manager.  He is also a teacher and long-time student here. We asked him about his role, some of his plans and new ideas for the store. . .

 

Talk about your background.

I came to the Atma Center looking for something physical, and something more than physical.  Finding both aspects in Satyananda yoga, I’ve enjoyed learning what yoga teaches about the Self. In 2001, I took Atmarupa's original teacher training, began teaching part time, and pursued yogic studies and more advanced teacher training courses.  I've also worked for fifteen years as a physical therapy assistant. While it is a great career and a great place to practice non-attachment, the offer to work full-time at the Atma Center was too good to pass up.

 

What appeals to you about the role of Retail Manager?

Working in the store is like a match-game.  You match up people with things that they desire or may find helpful. This “front line” job also includes meeting and greeting folks and matching people new to the studio with classes that hopefully will be a good fit.  My recent move to the area was a great opportunity to purge and pare down. Working in the store I get the chance to shop vicariously through others without re-accumulating a lot of stuff!

Some days I feel like Ike Godsey reincarnated  (the general store owner from The Waltons TV series) -- especially the day that I was out washing the store windows. Like Ike of The Waltons, I feel proud to be part of something that offers a service to the community.

Working in the store also gives me a chance to cultivate skills, like decision making, accepting interruptions, asking for help (since I lack retail experience), and being ok with not knowing what I'm doing sometimes. I really appreciate all the help that the staff provides - - the store is truly a group project. It's so nice to come in and see improvements and know that others are also concerned with the welfare of the store.

 

Why a retail shop at a yoga studio?

Having a retail space along with the yoga studio means that someone is here throughout the day so students can sign-up at any time.  There is someone here 72 hours per week to answer questions in person, on the phone and via e-mail, also to take book orders and offer information about Satyananda Yogic Studies and Teacher Training courses.

 

Having a street presence offers people a chance to browse unusual items, as well as being a segue to yoga if or when they're ready. The type of merchandise offered also suggests a deeper level of yoga beyond twisting the body into a pretzel.  Students can easily purchase yoga & health related items, as well as clothing for themselves, supplements and natural remedies, a quick "Cliff Bar" snack, or something unique to take care of their gift giving needs. 

 

What are the unique offerings of Atma Center store?

One of our most unique offerings is the Satyananda Yogaâ books and CDs. Yoga students from all traditions and around the world can, and do, order these items from the Atma Center. They get personalized service from Atma Center staff, who actually know the content of the products they are selling. 

 

Speaking of unique . . . where else could you request a live demonstration of NETI? Can you image the guy behind the counter at CVS pouring salt water through his nostrils for you to observe? I don't think so!   continued

 

What products or store policies could be labeled “best kept secrets?”

Many people don't know that we will special order just about anything within our product lines.  Plus, if we are out of stock of an item you want, we will make a personal call to you when that item arrives. 

 

Special products include our malas, Hindu deities, and singing bowls. Unique health-related products include tongue scrapers and the supplements we carry, which are hand-picked by Atmarupa and are from the most reputable manufacturers. 

 

The favorite store policy of our regular customers is the $25.00 of FREE MERCHANDISE, just for saving your store receipts!

 

Please spotlight some recent additions, new ideas you’ve implemented.

The newest addition is our GIFT REGISTRY.  We have been doing this informally for years, conspiring with spouses and children to purchase their loved ones' favorite items. Now we have created a more formal system and will store your heart's desires in our gift registry files. You can add to it or change it at any time.

 

To Top

 

Atma Center FAQ:  When Do I Move Up to the Next Level?

By Atmadarshan

 

This is part II of an article reprinted from Spring, 2005 Yoga Connection.  Last issue, Atmadarshan detailed general requirements for moving through the foundation classes (Foundation A, B and C). Now she discusses the Intermediates and beyond.

 

You are ready for Intermediate A when you:

 

Intermediate A is for serious students who are interested in incorporating the techniques of yoga more fully into everyday life. Sessions are 12 weeks long instead of 6 weeks.

You may be ready for Intermediate B when you:

Intermediate B builds on the theories and practices of Intermediate A. The more subtle aspects and effects of every practice are explored, as well as the deeper layers of oneself. For most students, this will be the highest level they will wish to, or need to, reach.

 

Continuing Yoga requires the permission of Atmarupa to attend and is generally reserved for aspirants with a daily home practice, a deep knowledge of the theories behind yoga practices, and a commitment to study yoga for the long term. Continuing Yoga students are generally either teachers or people who have gone through yoga teacher training. This course opens up infrequently, which gives participants time to explore practices in (sometimes agonizing!) detail.

The true key to knowing when to progress is to be able to examine oneself honestly and to honor one’s limitations, physical and otherwise. Knowing when to take a step back is even more important than knowing when to move forward. Just as a marathon runner who was sick for a month would have to scale back his mileage when he returned to action, a yoga student who misses a session cannot expect his body to be up to the same practices it was before.

An easier rule of thumb is this: when you think you know every aspect of the level of class you’re attending and there’s absolutely nothing more left to learn… then you definitely need to stay at that level!!

 

 

To Top

 

ATMA CENTER EVENTS

 

To Top

 

This newsletter is provided to you by the Atma Center, 2319 Lee Road, Cleveland Heights, Ohio. [216-371-9760 www.atmacenter.com] The Atma Center is one of three places authorized worldwide to offer advanced training in Satyananda Yoga through Yogic Studies and Teacher Training courses.