Brew & Flow: How Your Brewery Can Host a Weekly Yoga Class

Creating community at your brewery is more important now than ever in a climate of declining beer consumption. In our ongoing series about helping to create a sense of community at your brewery, we look at hosting yoga classes.

Breweries are all about community, and what better way to engage your customers than by offering a weekly yoga class? The combination of movement, mindfulness, and craft beer is a winning formula that can attract new visitors and strengthen relationships with regulars. Here’s how you can successfully host a yoga class at your brewery and make it a staple event.

1. Find the Right Yoga Instructor

The first step is to partner with a certified yoga instructor. Look for someone with experience in leading group classes and a following in the local community. A charismatic, welcoming instructor will help set the tone and keep people coming back.

2. Choose the Best Time

Consider your brewery’s schedule and customer traffic. Mornings before opening or early evenings on weekdays tend to work well. A Sunday morning “Bends & Brews” or a midweek “Hops & Flow” can appeal to different audiences, from weekend warriors to after-work unwinders.

3. Create a Comfortable Space

Determine whether your yoga sessions will be indoors or outdoors. If you have a spacious patio or beer garden, that’s ideal. If you’re hosting it inside, ensure there’s enough room for participants to stretch without feeling cramped. Clear out tables and chairs beforehand for a more inviting setup.

4. Decide on Pricing and Registration

You can offer free classes to encourage attendance, with the option to buy a beer afterward, or charge a small fee that includes a drink ticket. Online registration through platforms like Eventbrite or social media RSVPs can help track attendance and prepare accordingly.

5. Market Your Event

Spread the word on your brewery’s social media pages, website, and email newsletters. Collaborate with the yoga instructor to reach their followers, and consider offering a small discount or incentive for first-time participants. Posters and table tents in the brewery can also help get the word out.

6. Set the Mood

Enhance the experience with soft background music, dim lighting for evening classes, and a relaxed vibe that aligns with your brewery’s brand. If it’s an outdoor class, time it with sunset for an added aesthetic touch.

7. Keep It Consistent

A weekly yoga class works best when it’s a recurring event. Consistency builds a loyal following, so stick to the same day and time each week to establish a routine for your attendees.

8. Encourage Social Engagement

Encourage attendees to tag your brewery in their social media posts and create a unique hashtag for the event. Sharing user-generated content is a great way to build excitement and attract new participants.

9. Offer Themed Events

To keep things fresh, introduce special yoga themes like “Glow Yoga Night,” “Live Music Yoga,” or “Beer & Brunch” post-yoga socials. Seasonal themes can also add excitement, such as “Pumpkin Pose & Pints” in the fall or “Sun Salutations & Summer Ales” during the warmer months.

10. Gather Feedback and Adjust

Ask participants for feedback after each class to refine the experience. Whether it’s adjusting the class length, changing the start time, or offering a wider variety of beer options post-class, small tweaks can enhance the overall appeal.

Final Thoughts

Hosting a weekly yoga class at your brewery is a fantastic way to merge wellness with socializing. By creating a welcoming atmosphere, promoting effectively, and ensuring a great experience, you’ll turn your brewery into a hub for both craft beer lovers and wellness enthusiasts. Cheers to a successful “Brew & Flow” event!