A niche market can be defined as “the subset of the market on which a specific product is focusing. So the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.”
Niche markets can completely change the outcome of an organization. They are characterized by tough barriers to entry and a strong requirement for creative entrepreneurship. However, surmounting those barriers brings great returns to the diligent businesspeople who find them. Country Zen Yoga has found theirs – Yoga for Equestrians.
While Country Zen doesn’t cater exclusively to their equine clientele, a great majority of their business comes from the industry. Equestrians are athletes who need to take the time to counteract the effects of the physical demand of the sport, as well as create and maintain body awareness. Additionally, Country Zen’s location in Schomberg is nestled perfectly among Ontario’s Headwaters Region, the most robust equine region in Canada.
“We are trying to gain awareness to the benefits of the practice of postural Yoga to riders and how it can improve their athletic edge and connection with the horse.”
Ashley Ward-Williams, one of Country Zen’s proprietors, is a certified yoga instructor, ambassador for Lululemon Athletica and a lifelong equestrian. She identified the need for specifically tailored postures, breathing and relaxation techniques for equestrian athletes through her combined experience with yoga and horseback riding. To gain awareness to these benefits, Country Zen plans to host a series of equestrian-focused workshops in the area.
The promotional flyer for Country Zen’s successful event at Forest Hill Training Center
The Yoga for equestrians event overlooked the rolling hills of Caledon, Ontario, taking place on Forest Hill Training Centre’s balcony viewing area.
The Balcony overlooking the hills. A perfect spot to learn yoga
On June 23rd, 2013, Country Zen Yoga partnered with Forest Hill Farm in Caledon, ON to host a complimentary Yoga workshop for equestrians. This event focused on providing relief and training in areas affected by riding: the hips, back, balance, and core. The mental benefits derived from Yoga allow riders a more clear, higher degree of focus in their riding, heightened body awareness and a deeper connection with their equine partner. Yoga also teaches equestrians breathing techniques to maintain a calm state of mind while in and out of the saddle.
Not only does this serve as a prime example of the strong potential for niche markets to be derived from King’s lucrative equine market, it gives evidence to the equine industry’s contribution to the local economy, and its importance in the composition of local markets.
The presence of a dynamic crossover between two flourishing industries in the local market is testament to the hard working, creative entrepreneurs that call King Township home.
For more information please visit: countryzenyoga.com, or facebook.com/countryzenyoga
Related articles
- King Township officially joins the Hills of Headwaters equine initiative (economicking.ca)
- King Township Industry Profile: Equestrian (economicking.ca)
