This document summarizes research being conducted on the potential for introducing Bikram yoga, a type of hot yoga practiced in 40.6°C and 40% humidity, to Saint Petersburg, Russia. The researchers will use ethnographic research, interviews, focus groups, and surveys to understand the experiences people seek from yoga and saunas/banyas, explore combining the two, and determine interest and optimal pricing for hot yoga classes. Risks include small samples and subjective observations. The goal is to understand Bikram yoga's viability in Saint Petersburg by studying participant experiences qualitatively and quantitatively.

1. Research Study:
Bikram Yoga in
Saint Petersburg
Abigail Yoong
Julia Niazov
Zoe Chuyu Zou
Teresa Cortez
Aleksandar Devok
Tereza Bartikova

2. Background/Introduction
Theory
Ethnography Design
Experimental Design
Quantitative Design
Conclusion

3. - 26 poses
- Based on hatha yoga
- 40.6 C, 40% humidity
- Relieves stress
- Increases flexibility
- Removes toxins
- Helps recovery from
injury

4. Two main trends in Russia
popularity
of yoga popularity of
sauna/banya
We wondered if the two could be combined via Bikram (hot) yoga
To understand whether it’s possible, we will conduct:
 ethnographic research,
 exploratory research, and
 quantitative research

5. Purpose:
To understand the particular experience that people seek from
Yoga and Banya.
To explore the potential of combining Yoga and Banya by
comparing differences and similarities
Sample Questions:
1. Intensity of perspiration
2. What is the usual duration of one
session?
3. Are participants engaged throughout
the activity?
4. What is the attitude after the session
5. Social interaction during the session

6. Russian yoga teacher interview
Purpose:
 Willingness of teacher to teach Bikram yoga
 Interest of Russians to try Bikram yoga
 Additional feedback about Bikram yoga in Saint Petersburg

7. Focus group
Purpose:
Finding out what “St. Petersburgers” think about
Yoga, particularly Yoga in a hot place, what kind of
offers would they rather have available and how do
they think we can get there.
- When thinking about yoga, what comes to mind?
- Yoga Classes/Experiences
a. In what ways were the classes/experiences
helpful to you?
b. In what ways do you feel that the classes fell
short in helping you reach your goals?

8. Purpose:
To identify our target group’s demographics and lifestyle.
To determine motivations for exercising and develop a
good positioning for heat yoga.
To determine a pricing strategy.
To identify a consumer’s willingness to take up heat yoga
if they are currently pursing a similar form of exercise.

9. Risks
- Small sample sizes/sample bias.
- Responses that are ideal rather than truthful.
- Inability to complete a true experiment.
- Language differences/problems.
- Choices limited by options given.
- Ethnographic observation is subjective.
Our ethnographic, experimental, and quantitative
studies will allow us to understand whether the
success of Bikram Yoga is possible in Saint
Petersburg.

11. 1. Majority Gender Group
Male
Female
2. Majority Age group
20-35
35-55
55+
3. Temperature in the room (F)
Low – 70-90 degrees
Medium – 90-110 degrees
High – 110+
4. Intensity of perspiration
Low
Medium
High

12. 5. Position during the session
Active (constantly moving)
Passive
Changing positions over time
6. Are participants in good physical shape?
Low ( somewhat fat)
Medium (normal)
High (sporty look)
7. Attitude during the session – what can be read from facial/body expressions
Relaxation
Happiness and fun
Physical and / or psychical stress
8. Drinks consumed during the session:
Water
Other drinks

13. 9. Amount of clothing worn during the session
Low (nothing/swimsuit)
Medium (sports equipment)
High (cotton materials, long pants etc)
10. Social environment during the session
Do they communicate to one another or remain silent during the session.
11. Is there a block of sessions that is complete in a certain period of time (e.g.
sauna-shower-sauna-shower in half an hour)?
12. What is the duration of a single session/ Are participants engaged from the
beginning until the end of the activity?
13. What is the attitude after the session?
Relaxation
Happiness and fun
Physical and/or Psychical stress

14. Purpose: Finding out what “St. Petersburgers” think about Yoga, particularly Yoga in a hot place, what kind
of offers would they rather have available and how do they think we can get there.
1. Let’s do a quick round of introductions. Can each of you tell the group your name, if you are studying or
working, and if you consider yourself and active and health-concerned person?
2. When thinking about yoga, what comes to your mind?
3. Now we would know like to hear about the yoga classes you have taken/the yoga experiences you have
had
a. In what ways were the classes/experiences helpful to you?
b. In what ways do you feel that the classes fell short in helping you reach your goals?
4. Have you ever been a sauna? How often? Was it a good experience?
5. Now imagine you have the opportunity to combine both experience in hot Yoga. Would you like to try?
Where would you like to have this service? Would it be a substitute or an adjunct to the other
sports/activities you usually do?
6. Is there anything else we haven’t discussed yet that you think is important for our group to know about
as we consider tailoring this type of Yoga to the Russian market?

16. 1Q: Do you exercise?
• Yes
• No
If YES – continue
If No – skip to 6Q
2Q: How often do you exercise in a month?
• 0-5 times
• 5-10 times
• 10-15 times
• More than 15 times
3Q: What is your motivation for exercising?
• Be healthy
• Loose your weight
• Slim figure
• Build muscles
• To socialize
• Others____________

17. 4Q: How much do you usually spend on physical activities (Gym, fitness classes
etc) each month?
• 0 – 3000 rub
• 3000 - 6000 rub
• 6000 - 9000 rub
• More than 9000 rub
5Q: Have you tried yoga before?
• Yes
• No
If Yes - Skip to 7Q
If No - Continue to 6Q
6Q: Have you tried Pilates before?
• Yes
• No
7Q: Are you willing to try yoga in a 40.6°C environment?
• Yes
• No

18. 8Q: Have you heard about Bikram yoga before?
• Yes
• No
9Q: How much will you be willing to spend per session?
• 0 – 150 rub
• 150- 200 rub
• 200- 350 rub
• More than 350 rub
10Q: Who would you practise Bikram yoga with?
• Friend
• Family member
• Alone
• Others
11Q Would you be willing to try Bikram if the following promotion were offered?
• Free trial for the first visit
• Free weekend entry for family/friends
• Gym related gift hampers and vouchers (Worth Up. 3000rub)
• Unlimited sessions per month for 1000 rub

19. 12Q Gender
• Female
• Male
13Q Please tick on the age group you fall under.
14Q Income category per month
• 0 – 15000 rub
• 15000 - 30000 rub
• 30000 - 45000 rub
• More than 45000 rub