Posts In: word of mouth

Flashbacks from Yoga One founders Amy and Michael Caldwell on how they nurtured a family-owned business and a thriving yoga community.

Many of you know the story of how Yoga One began in the early 2000’s with Amy practicing Vinyasa yoga in Redwood Circle, Balboa Park. And how people would interrupt to ask what dance routine she was doing. 

How she explained that it was yoga and they asked to join her. And when it got cold, the little community found a place to practice inside. Many adventures ensued and we eventually found our space at 1150 7th Avenue, in downtown San Diego.

Word of mouth was and continues to be the supreme method for spreading the love and growing the Yoga One Family. This is the story of how we grew beyond that initial group of Balboa Park students.

This is the story of how Amy was, for a little bit, a marketing maverick.

Back then, to make a flyer we chose a fun font in a word document, then literally cut and pasted an image likely found in a magazine (remember magazines?) Then we went to Kinko’s (remember Kinko’s?) and made copies.

Amy rode her bike around town and posted the flyer at coffee shops, newspaper stands, mom & pop businesses, etc. In those days, circa 2002, there was ample space on the Whole Foods bulletin board. So alongside guitar lessons and roommates wanted, Amy hung her homemade flyer. The fact that it was photo copied and had a graphic of some sort was already ahead of the curve.

Then one day, like lightning, it hit her. If she was printing flyers at Kinko’s, she could do it on colored paper. BLAM, it was a revolution! Her yellow flyer leaped from bulletin boards all over downtown.

Of course, others were quick to get hip and colored flyers became all the rage.

Fortunately, Amy’s good friend Mel Z had just visited a studio in Connecticut and seen their professionally printed postcards. So being on the vanguard again, Amy arranged to print a postcard. It was a slightly laborious task and the printers, who were more used to working with rock bands, were scrappy and often made mistakes. But we grew together and our first card was raw, rough and a little drab, yet it was double-sided! Whoa! Minds were blown. And the marketing race was on. 

Michael wanted the cards to look like Pink Floyd album covers and our friends Summer and Karl lent their graphic design skills and vision. Super yogi Heather F. became our go-to model. The photo shoots were a little rogue (we were yoga posing in places we probably weren’t supposed to be) and it was so much fun. 

Printing postcards was such a new medium, in this context, that for a hot minute, people (non-yoga practitioners included) sought out and collected the postcards. We were told they were pinned at work stations and on home refrigerators. 

In time, coffee shops and other businesses reduced places to place postcards and the Whole Foods bulletin board became overrun. Marketing all around became glossy and sophisticated. Almost as soon as it began, the golden age of postcards had passed.

Still, we like postcards and produce them from time to time. Are there any collectors out there who have all of the Yoga One postcards ever made? (;

Let us know and we’ll take you out for a drink!