Sarah Larson Levey was a New York-based fashion executive before she founded Y7, an unconventional yoga studio with humble beginnings as a pop-up in Williamsburg. Fast-forward to 2019 and Y7 has expanded to 14 locations across the U.S. from Brooklyn to Silver Lake—and shows no signs of slowing down.
And to think Larson Levey hated yoga. Her dissatisfaction with the current offering led her to a Craiglist search for a small space where she could host hot yoga classes in the dark to hip-hop music. It was a radical idea but it took off and has completely disrupted the market ever since. The company launched in 2013 and made $9.8 million in revenue in 2018 where it was also included as No. 80 on Inc.’s list of America's 500 Fastest-Growing Companies—Larson Levey also starred on the issue’s cover.
Ahead, she shares the lightbulb moment that sparked her to leave her full-time job in fashion behind to pursue an entrepreneurial endeavor in the fitness industry, including the mistakes she’s learned from along the way, the #1 piece of advice she’d give to women starting out in the fitness field, and the reality of the behind-the-scenes hustle.
CREATE & CULTIVATE: You were a New York-based fashion executive before you made the huge pivot to co-found Y7 with your husband in 2013 as a pop-up in Williamsburg. Can you take us back to that lightbulb moment? Where did this idea come from and did you know it would be as big and successful as it is now? Why do you think this style of Yoga has struck a chord with so many people?
SARAH LARSON LEVEY: I was so frustrated with my yoga experiences. I never felt skinny enough, fit enough, flexible enough, spiritual enough. I was tired of feeling like an outsider in a practice that is for everyone. I decided to create a space that catered to that. Y7 is a space that you can move how you want to, every cue is just a suggestion. I had no idea anyone would even want to practice yoga this way, but it turns out a lot of people were craving a place to practice that doesn’t require these false prerequisites that are portrayed to us.
Now Y7 is available in 14 locations across the U.S. with plans to expand and over 300 employees. Can you take us through your marketing strategy and branding? How do you create a brand that stands out in a sea of competition? What unique social marketing tips do you have for other entrepreneurs to help grow their company online?
Our strategy has always been to provide a consistent client experience. For Y7, that is sweat-dripping, beat-bumping, candlelit yoga. In a space that is so competitive with endless options, it is important to be the space that clients can count on.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I always find that taking a step back is helpful. Looking back at how much has already been accomplished and remembering that I have been in this tough space before and I can get through it again.
“It’s hard AF. You have to be okay with failing. You have to be okay with getting tough feedback.”
Growing as quickly as you have doesn't come without its challenges. What have been some of the biggest hurdles you've faced along the way? And what did you learn from it? How did you turn that into an opportunity?
One of the biggest hurdles I had was myself. I used to take every review of every class personally. Every time anyone had any sort of feedback I would get defensive and sit in my thoughts. I would get so worried about what every other studio was doing and how I was going to keep up that I almost lost sight of my vision for Y7. I got out of that headspace and learned that the way to grow is to stay focused. Know what you stand for and be that and keep going.
From the outside, you're hugely successful and killing it but we all know the reality is very different. What do you wish more people knew about your job? What are the biggest misconceptions?
The highs are so high that it looks like fun all the time but it takes a lot of work to get to those moments. Sleepless nights, constant worry, roadblocks, you just have to keep going through it all and know that it will pass. Also... yes I work in fitness, but I barely get to work out I am so busy!
The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes. What is the reality of being an entrepreneur today? How hard is it really? Be honest! What traits do you need to succeed as an entrepreneur or founder in the competitive start-up environment? Why?
It’s hard AF. You have to be okay with failing. You have to be okay with getting tough feedback. Knowing when you have to change your behavior and knowing what your strengths are and where you may need help. You have to let go of your ego—be open to ideas.
Where do you think is the most important area for a business owner to focus their financial energy? Why?
Oh, wow. This is a tough one—it depends on what business you are in! For me, it has been supplies and labor. For the first three years of the business I ordered all of my supplies off of Amazon... lol... not the best idea. We have since switched to a vendor that is able to consolidate all of our orders and items so we are minimizing our costs and ordering efficiently.
Raising money was necessary to take Y7 to the next level and grow in the way that it has. What are some of the most common mistakes people make when raising money? Why?
Know your worth. Don't just take the first offer you get because it's better than you thought. Do your due diligence and ask questions. The fate of your future isn't something that should be rushed.
Founder depression has been a hot topic of discussion in recent months with more entrepreneurs opening up about their personal struggles. Who do you reach out to when you need advice or support? Do you have a mentor or are there groups you can turn to? What advice do you have for people here today who might be struggling with that too?
This is something that I definitely struggle with. There are moments of being so overwhelmed you think you will never be able to deal with everything. Early on, when I made the decision to make Y7 my full-time priority, I found a coach/therapist that I love. She helps me not only professionally but personally as well. She has been instrumental in helping me become the leader I am today. I feel very fortunate that I have girlfriends who are in the same position as me and I can always count on them for bottles of wine and just talking. If you ever start struggling with depression my number one recommendation is to seek professional help. It's so important we start to take care of ourselves in this way.
What’s a piece of advice you’d give to women starting out in your field? Why?
Don't be afraid to try something new. People could be craving something they don't realize.
We live in a fast-paced world that doesn't seem to slow down, what's your best tip for taking care of our mental, physical, and spiritual selves?
Know what works for you! I know that time with friends and a good glass of wine is how I fill up my cup.
What is the #1 book you always recommend? Why?
The Monk by Matthew Lewis. It was required reading for one of my lit classes in high school. It was written in the 1700s and is still so relevant today. I come back to it time and time again.
Photographer: Jenna Peffley
Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska
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