What’s Next: 4 Questions for Sara Clem

With Hope Katz Gibbs and Cynthia de Lorenzi, authors, Your 2021 What’s Next Journal.

Hope & Cynthia: Tell us about your business/industry before the pandemic hit in March 2020. 

Sara: I own and operate a yoga and wellness company called Salveo Yoga. Before COVID-19, I was operating as you might imagine. Offering yoga classes to my community, hosting mini-wellness retreats, training teachers on yoga techniques in the classroom, and conducting classes for specialized groups like college sports teams and local first responders. We offered a few classes outside, but most of our business was conducted inside.

Hope & Cynthia: Where were you personally in your life when COVID-19 arrived in the US? What were your short and long-term goals at that time? 

Sara: When COVID-19 hit, I would say that I had a rhythm to my life. My children were finding their independence, and my business was hitting its stride after nine years of tough work.

Our motto is “yoga is for everyone,” and our tagline “Be Well” comes from our name Salveo, which means “to be well” in Latin. We started to fulfill that commitment to our community by offering specialized yoga and wellness training for non-traditional groups. On any given day, we would have a class for teachers, athletes, or even the local police force. After years of breaking down the knowledge gap, we had developed a large group of “new yogis” in our community.

The day I mark for the beginning of COVID-19 was March 11, 2020. I was at my son’s first lacrosse game of his senior season, and I started to get calls from friends and colleagues indicating possible closures in our state. My daughter called and said her university was pushing back the date on which they would return from spring break. And my brother in NYC called and said things were getting terrible there. Within days, my business was shut down, and I was at home, with both of my children, just like the rest of the country.

Before March 11, my goals were to continue to grow my business on the platform I had spent years creating. On March 12, I was unsure if my business would survive.

Hope & Cynthia: What are your thoughts now about your industry, your business, your personal life, your heart?

Sara: COVID-19 has especially hard hit the yoga industry. I feel so badly for all of the studio operators that have had to close their doors permanently.

I was very fortunate that I already had a relationship with the local park system, and I have a husband that is a business technology consultant. So, I could pivot quickly and start offering classes outdoors (15 feet between mats) while creating a video channel on my website where I could offer free classes for anyone who needed them.

When the weather turned cold, I started offering a Winter Wellness program that combines online yoga and cooking classes and wellness boxes that support a monthly wellness theme.

I have partnered with local small businesses (mostly women-owned) that were also hit hard so that I could introduce their excellent products to a broader customer base. You can see more details about that program here.

While I already felt extremely fortunate in my personal life, I think this period has forced me to slow down. I took some of the extra time I had and became a certified forest bathing instructor. I had always felt a connection with nature, but being forced to be outside more often really sparked a new passion for spending quiet time in nature as well as introducing that experience to others.

Hope & Cynthia: Now the big question — What do you see coming next? 

Sara:

• For your industry: I am glad you asked this question. I do see a change coming. For millions of people in the U.S., COVID-19 not only disrupted their daily lives but also brought attention to topics such as stress management, inflammation reduction, and boosting a healthy immune system. I have had multiple conversations with former workout warriors who have shifted their focus from the next marathon to simply quieting their minds, boosting their immune system, and using simpler forms of movement to manage their overall health truly. I think that mindset is here to stay.
• For your company: Honestly, I always wanted to do more classes outside. I felt it was a better way to connect with nature and expand your overall yoga practice. That is why there is a tree in my logo. You could say I’ve been planning for this change for 10 years! I will also continue to offer more materials online as it has helped me reach a new audience. And I plan to take wellness programming to the next level by offering retreats in various locations across the country.
• For yourself: I am grateful. I have been blessed with a wonderful family and good health. I want to help others with their journey.
• For the country: We need to heal. I personally believe that it starts with health, education, and empathy.
• For the world: I believe the answer is the same as for the U.S.
• For women: The best leaders I know, are women. We need to continue to step forward as leaders in our communities; however, we can. And as women, we need to help other women take that first step. Whether online or over coffee, reach out to each other, offer guidance and support, and knowledge.

Hope & Cynthia: One more question — tell us the one question we didn’t ask you.

Sara: How have you survived during this challenging period? 

I believe my company has survived this period because of strategic decisions I made in the past. I purposely didn’t rely on just one way of operating. I made investments in my online presence. I kept my fixed expenses as small as possible, and I had a personal banking relationship. Running a flexible and resilient business can be difficult, but it certainly is not impossible. You have to be ready for the “what ifs.” Create multiple revenue streams. Continue to learn and broaden your professional expertise. And most importantly, take care of yourself. Be well.