Northeastern alumna Ali Singer ‘12 founded YogaHub, a yoga business designed to deliver the practice across multiple platforms and industries.
By Brianna Mitchell
Ali Singer, a 2012 graduate of the College of Arts, Media and Design, was a second-year student at Northeastern when her friend took her to a yoga class. Throughout that class, she felt the benefits of the practice—beyond just the physical ones. Specifically, Singer notes the positive impact it had on her mental state, citing a “greater sense of concentration.” It was that lingering effect that inspired her to continue the practice intermittently while at Northeastern. Little did she know then that she would later be founding YogaHub, a company aimed at making the sport more accessible and inclusive for interested initiates.
Gradually, Singer gained more clarity about what kind of career she would enjoy. “I’ve always been a proponent of experiential learning…and when I was accepted to Northeastern, I realized this is the absolute perfect fit for me.” With that in mind, Singer took full advantage of the university’s opportunities by completing three co-ops and a study abroad experience in Perugia, Italy. These experiences provided her with two epiphanies—she wanted to work for herself, and she loved to travel.
Those two truths informed her decisions as a post-graduate student. After juggling multiple side projects—including bartending and real estate—Singer took a chance to follow her true calling of seeking enlightenment through her yoga studies. In 2013, she completed her first yoga teacher certification course, and two years later, she became a full-time yoga teacher at various studios in the Boston area, including Coolidge Yoga and Equinox. In 2017, to deepen her understanding of the practice, Singer traveled to the birthplace of yoga, Rishikesh, India, which she credits with providing her with a global perspective that informs her delivery of an authentic yoga experience.
As she was falling more in love with teaching and guiding her students through their individualized yoga journeys, she responded to a tweet that, in retrospect, was a watershed moment. The tweet was from then-mayor Marty Walsh, announcing a new mixed-use space that would be opening in Boston. When Singer inquired whether they would offer yoga there, the mayor gave Singer the owner’s contact information, to which Singer sent her proposal for a yoga studio that was eventually approved. Singer reflects, “That’s when I started officially operating my business under YogaHub, [but] it was a totally different model than it is now.”
Today, Ali Singer’s YogaHub is a Boston-based platform that connects the corporate world with trained yoga teachers, streamlined by professional standards to ensure top quality. At first, Singer’s clients were hotels. “I started cold calling hotels because they had the physical space to host the classes,” she recalls. This strategy paid off, as the first hotel she connected with expressed interest in offering onsite yoga but was unsure of how to organize it, emphasizing the missing link in the yoga community that Singer was determined to build. This first business relationship organically designed the approach that now has become the cornerstone of the company’s success, enabling them to further develop partnerships with commercial properties and companies around the world. “It was a process of learning what that customer wanted and developing the service [based on] their needs,” explains Singer.
Yet, as Singer points out, YogaHub has gone through many iterations and required certain levels of trust to witness the now-prosperous business. Outside of her familial support, including her husband and entrepreneurial father, Singer praises The McCarthy(s) Venture Mentoring Network for connecting her with established alumni who serve as trusted advisors to Singer. She emphasizes that those relationships are invaluable, especially in career-altering moments like her transition to running YogaHub full-time when the COVID-19 pandemic eliminated her in-person studio classes. Equipped with a strong network, Singer started that new chapter by tapping into the demand for physical and mental wellness while social distancing.
Despite all the challenges thrown at the adaptive Singer, there have been incredible successes in YogaHub’s history that strongly indicate that her work is important and valued. She can recall her excitement when The Boston Globe covered YogaHub for the first time, and her delighted shock when she led a free outdoor yoga class of approximately 400 participants in Copley Square during the co-hosted International Day of Yoga with Yoga for Humanity. Touching on the latter experience, Singer remembers, “We were just hoping to just bring people together in celebration of the practice of yoga. It was nerve-wracking to lead the class, but it’s just yoga.”
As for what’s next? First, Singer is embracing a new role—becoming a mom! Singer is passing down her love of yoga to her daughter by leading a baby and caregiver yoga program through the Medford Public Library. While that is her most important priority, Singer has a vision for the future of YogaHub. “I want to build the yoga brand [by] creating a balance between honoring the traditions of the practice and making it relatable in modern life,” she explains. To achieve this, Singer is utilizing technology to facilitate corporate bookings, and, eventually, she hopes to create a digital platform to connect yogis worldwide. In the meantime, Singer approaches every day grounded by her signature “good vibes” mantra.
Learn more about Ali Singer and YogaHub below:
https://www.linkedin.com/in/alisingeryoga
www.instagram.com/alisingeryoga
Instagram
@yogahub.life
Website
www.yogahub.life
“[Northeastern’s Venture Mentoring Network] helped propel my business forward and helped me succeed as a solo entrepreneur, which can be a very, very lonely road.”
Ali Singer, AMD’12