Overview
Highland Yoga is a prominent yoga organization co-founded in 2015 by Elsie Brotherton and John Irvin, with its mission focused on providing a dynamic community centered around wellness and personal growth through yoga. Highland Yoga is noted for its signature vinyasa flow classes, aiming to deliver a powerful and rewarding yoga experience. As of recent expansions, the company operates 10 locations within the Atlanta metro area, as well as in Athens, GA, and Nashville, TN.
Leadership Team
- Elsie Brotherton, Founder & CEO: Formerly a lawyer, Elsie pursued her passion for yoga and community building, which led to the founding of Highland Yoga. She is central to the company's culture and vision development.
- Caron Christison, COO: Caron manages operational logistics and financial affairs, ensuring efficient day-to-day operations across the company's studios.
- Nikia Wright, Culture Director: Nikia is committed to fostering an inclusive environment, spearheading diversity, equity, and inclusion initiatives to make yoga accessible to all community members.
- John Irvin, Managing Partner: John is responsible for overseeing new studio developments, location scouting, and maintenance.
Services
Highland Yoga offers a comprehensive array of services including:
- Group and Private Yoga Classes: These include workshops, teacher training programs like the 200-Hour and 300-Hour Yoga Teacher Training, designed to enhance participants' practice and instructional skills.
- Corporate Wellness and Retreats: Catering to leadership development and team-building needs.
- Therapeutic Services: Offering massage and Reiki to support overall wellness.
Unique Features
Highland Yoga sets itself apart by offering full-time positions with benefits and competitive salaries, promoting yoga teaching as a viable career. The studio is an equal opportunity employer, actively encouraging diversity within its workforce.
Expansion and Recognition
In 2024, Highland Yoga celebrated the opening of a new studio on Music Row in Nashville, expanding its influence in the region. The company has garnered positive recognition and has been nominated for several awards, reinforcing its establishment as a significant player in the yoga community.
Contact and Engagement
Potential teachers and yoga enthusiasts can explore classes, find studio locations, and contact the company through their [official website](https://www.highland-yoga.com/). Highland Yoga maintains active community engagement through podcasts and online classes accessible across various platforms.
Competitors Overview
Highland Yoga in Atlanta faces competition from several significant studios: ASHA YOGA, CorePower Yoga, and Free Spirit Yoga. Each presents unique features competing directly and indirectly with Highland Yoga's offerings.
ASHA YOGA
Operating from Sacramento, California, ASHA Yoga focuses on therapeutic hot yoga sessions designed to detoxify and strengthen practitioners. The studio maintains a small company size, fostering a distinctive and intimate environment.
CorePower Yoga
Headquartered in Denver, Colorado, CorePower Yoga is a large entity with over 220 locations across 23 states. CorePower is renowned for its heated yoga classes emphasizing athletic intensity, contributing to its revenue of approximately $1.3 billion. Its extensive network and flexible scheduling options make it a formidable competitor.
Free Spirit Yoga
Based in Long Beach, California, Free Spirit Yoga provides diverse yoga sessions, retreats, and wellness services. Operating on a mid-sized scale, it differentiates itself by offering personalized and intimate services, countering the franchise model of larger competitors.
Highland Yoga’s Market Position
Highland Yoga is committed to delivering a powerful vinyasa flow practice, promoting creativity and challenging physical workouts through its broad array of class offerings. The studio also extends its services to therapeutic massage and reiki, catering to a wide demographic.
Employing about 35 staff members, Highland Yoga focuses on sustainable employment by providing competitive salaries and benefits, appealing to instructors seeking stable careers. Highland Yoga can enhance its market position by emphasizing its personalized services and robust community orientation, distinguishing itself from larger competitors by offering unique yoga experiences.
Strategic Considerations
To sustain and enhance its market standing, Highland Yoga should leverage its robust local ties and community-centric approach. Given CorePower Yoga's strengths in scale and convenience, Highland Yoga might focus on boutique offerings and customized experiences that larger chains typically do not provide. Its reputation for vigorous, challenging yoga sessions should be highlighted to attract clients seeking intensive and conditioning yoga.
Understanding and promoting Highland Yoga's distinctive features will be critical in drawing clients who seek a holistic, creative, and challenging yoga experience.
