Grassroots Approach - Denver Yoga Underground

Team Subkit -

Interested in starting your own entrepreneurial journey in health & wellness but unsure what to expect? Then read up on our interview with Derik Eselius, Director of Denver Yoga Underground, located in Denver, CO, USA.

What's your business, and who are your customers?

I have been in business for two decades. Longevity is its own form of greatness. Over that time, the vision for our yoga school has become clear "Yogic virtues are at the core of our organization. Our work leaves a legacy of positive personal and collective transformation through dedicated acts of service and creative initiative.”

Seeing students live personally enriched is the soul of what we do. They become more self-reliant, positive, insightful, and skilled at actualizing their more profound potential.

These traits make for a good match:

  • Yoga is not a form of "workout."
  • Interest in yoga beyond the poses
  • Open to yoga's spiritual heritage
  • Eager to know yourself more completely
  • School teacher or social worker. See Agents of Good Awards.
  • Desire to teach yoga (in some capacity)

Tell us about yourself

I first encountered yoga in 1991, just after High School, on an extended journey around the globe. India was one of the stops where I first met Baba Hari Dass, a lifelong yogic adept. I had arrived at the inception point of a lifelong commitment and quest.

Since then, I have also studied asana with world-class teachers, including Ramanand Patel, Tias Little, and Richard Freeman. I credit Yogarupa Rod Stryker (whom I met in 2011) for teaching me tantric Hatha Yoga practice. Baba Hari Dass taught me the internal practice of Raja and masterfully demonstrated the spirit of karma yoga.

Both Baba Hari Dass and Yogarupa elevated my practice spiritually. They taught me to live more graciously in the world, be more loving, and contribute more fully to society and students. Yoga is likened to a flame that, once lit, never goes out. It is essential to tend the flame with daily practice to nourish your brightest potential.

What's your biggest accomplishment as a business owner?

I have been in business for two decades. Longevity is its form of greatness. Over that time, the vision for our yoga school has become clear ("Yogic virtues are at the core of our organization.

Our work leaves a legacy of positive personal and collective transformation through dedicated acts of service and creative initiative.”) Seeing students live personally enriched is the soul of what we do. They become more self-reliant, positive, insightful, and skilled at actualizing their more profound potential.

What's one of the hardest things that come with being a business owner?

DYU was DIY.

Like many studio owners, I was inspired by the wholesome principles embedded within yoga, such as truthfulness, selfless service, personal discipline, and self-actualization. I did not come out of the gate with a for-profit-driven model.

Instead, I have lived the guiding principles and eventually figured out how to build a successful and sustainable business around them. Denver Yoga Underground was made from the inside out. Consistently showing up for the business has been an essential piece.

As my teacher once said. "Climbing is hard, and slipping is easy."

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Know your niche. People often skip this crucial step and default to a vague sense of who they serve and what their strengths are. Any studio can offer a 5:30 vinyasa class. Still, suppose you are interested in the traditional, underground roots of yoga presented by veteran teachers. In that case, there are just a few places that do that. When you take the time to focus on your vision, it makes it very easy to say yes to the right opportunities and no to distractions.
  2. Focus is strength. Many people think a clear and specific niche is a detriment, not a strength. They see it as limiting – unnecessarily turning away business – and settle for the general. Clarifying your niche will set you apart from the competition. You will become the obvious pick for the right people. It's way more efficient.
  3. The three most essential backend support apps: are Google Drive, Todoist, and Focusmate. Done.

Where can people find you and your business?

Website: https://www.denveryogaunderground.com/
Facebook: https://www.facebook.com/thedenveryogaunderground
Instagram: https://www.instagram.com/denveryogaunderground/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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