We had the good fortune of connecting with Morgan Perry and we’ve shared our conversation below.
Hi Morgan, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
During yoga teacher training, our “final exam” was to teach our fellow aspiring yoga teachers a class that we created. My teacher encouraged us to be creative, so I decided to try to incorporate some of my wine knowledge into my yoga class as a fun last project. I had no idea that everyone would love it so much. The amount of positive feedback I received blew me away. Several people asked if I was going to teach these classes in New York when I got back, and that’s what sparked the idea to actually create a company around the concept.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What sets us apart is that we combine wine EDUCATION and yoga – we don’t just drink wine after yoga. Our mission is making both wine and yoga accessible and fun. Our vinyasa style yoga classes are infused with wine facts, then we lead guests through a mindful tasting of two wines after yoga. All of our yoga teachers also have some kind of wine training: either a certified sommelier, a WSET Level 1, 2 or 3 Certificate, have worked in wine sales or as a brand ambassador, etc.
What I am most proud of is that I have found a way to make money combining two of my passions! It’s NOT easy, and my marketing and PR background paired with some decent organizational and planning skills have been key to Vino Vinyasa’s success. Without a network in the wine industry, friends who work in the media and networking skills, the business honestly would probably not have taken off.
The biggest challenge so far has been Covid-19 , when we had to go virtual, but I was proud of myself for pivoting to an online format that worked during that time. However, now that in-person events are back, attendance at some of our in-person events is less predictable than pre-Covid. I am learning to listen to the market and am going to lean in more to our private events, which is definitely the bread and butter of the business. We will be focusing more on promoting private event offerings in the other cities where we have teachers, as well, and I hope to open some new markets soon!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Even though I don’t live in LA, I have visited several times and would definitely take them to Bar Covell for food and wine, to dinner at All Time (get the Good Ass Salad), to Silverlake to visit Night + Market Song, to Vespertine if we were feeling fancy, and to Santa Monica (it’s touristy but renting bikes is fun!). We can also go watch all of the acroyoga on the green there and dip our toes in the water. Oh, and I would try to get an invitation to dine at Habitué, the new invitation-only restaurant that looks amazing.
Who else deserves some credit and recognition?
I want to thank Helen Cloots from Floating Yoga School and Wild Thing Yoga in Bend, OR, since it was her encouragement to be creative that sparked the idea to weave wine facts into a yoga flow. My fellow classmates also encouraged me to create a business out of the concept!
I’d also like to thank my former boss, Pamela Thomas from The Thomas Collective, who encouraged me to do something for myself after I left the agency after ten years – which is how I ended up in a yoga teacher training program. She also owns her own agency and has always been a huge inspiration in terms of a female entrepreneur.