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Five minutes with Yogafurie

Ed Wood, the lead hot yoga instructor and owner of Yogafurie, offers insights into the challenges he has faced and overcome.

My business card says:
Hot yoga for everyone

I would describe my business self, in five words, as:
Grounded, courageous (willing to take risks), humorous, solid (able to provide an anchor for people), inclusive (working with everyone to find answers that suit all).

The hardest part of setting up the business was:
It may sound strange but the hardest thing has been dealing with success. I had quite a long career in IT, which I would say was successful, but I just wasn’t ready for the level of success Yogafurie. It was genuinely quite a shock to realise that our business really meets people’s needs and that our customers love us.

The biggest challenge for my business has been:
Learning how to deliver hot yoga. There are so many additional things to get right in comparison to traditional yoga. We go beyond being fully compliant to ensure total safety. In many ways, hot yoga is like an extreme sport so it’s a big learning curve. Our focus goes beyond class delivery to encompass the whole service. We are very safety conscious in the UK, which I think is right – I’m glad everyone has to be safe.

My greatest business success is:
Undoubtedly my hot yoga classes.

The key to being a successful small business owner is:
Determination. You will be pitted against so many obstacles with very little help.

My top tip for entrepreneurs is:
Take a risk but be ready to accept the consequences. That doesn’t just mean the disappointments; success can be harder to deal with than any failure.

The one thing that has saved me the most time with running my business is:
Considered and appropriate use of IT. Try to put the right amount of IT support in place, not too much.

The one thing I would do differently with my business if I had my time again is:
All you can ever do as an SME owner is meet challenges as they arrive. I wouldn’t have done anything differently unless I had been given different challenges.

The business headline I would most like to see is:
Hot Yoga for Everyone!

If I wasn’t answering these questions I would be:
One of our key evolutions is to offer certified Hot Yoga teacher training. I would be working on making this the best training it can possibly be.

My top money-saving tip is:
Have someone in the team who is a natural saver. I’m results-focused and a perfectionist – I’m ready to do whatever it takes to get our teacher training and classes just right. Thankfully my wonderful partner Freia is shrewd with money – so we get the practical implementation of perfection, and we get it right on all counts.


You can find out more about Yogafurie at or on the company Twitter feed @yogafurie or by emailing

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