Modo Yoga
72-Hour Digital Pivot: Launching a Live-Stream Platform During COVID-19
In March 2020, our studios closed overnight. No virtual infrastructure, thousands of members without access, and 72 hours to build something from scratch.
Overview
When New York City issued stay-at-home orders in March 2020, our studios closed overnight. We had no virtual infrastructure, thousands of members suddenly without access to classes, and enormous financial pressure to figure something out fast. I was tasked with leading the transition. We went from closed studios to a fully operational live-stream offering in 72 hours.
The Challenge
No existing live-stream or virtual class infrastructure of any kind
A team of 30 who had never worked remotely or operated broadcast equipment
No content strategy, pricing model, or platform architecture for digital delivery
Immediate pressure to keep revenue flowing and hold onto member relationships
What I Did
I took on the full scope of the digital transition: technical setup, content strategy, team training, and day-to-day operations. All of it, from scratch, with our first streams going live in under three days.
Got 70 weekly live classes broadcasting via Instagram Live within three days of studio closure
Managed all production logistics including scheduling, content calendars, and daily operations
Built Modo Yoga NYLA TV from the ground up: website, technical specs, content strategy, pricing structure, and a payment and creator compensation system
Trained the full 30-person team across New York and Los Angeles on Zoom, OBS, YouTube Live, and custom RTMP streaming through Uscreen
Researched the virtual fitness landscape to inform how we priced and positioned the platform relative to what else was emerging
Handled contract negotiations for instructors and vendors supporting the new operation
Results
The pivot held member relationships together through an incredibly uncertain time and created a revenue stream that kept running well after studios reopened. We were among the first yoga studios to launch a full Instagram Live class schedule, which allowed us to get ahead of the curve and build a significant following fast. Watching the account grow from 5K to over 30K in a matter of days had a lasting impact on our brand exposure and credibility. We were also able to keep all staff who wanted to stay on the team at least partially employed during an incredibly difficult period. What started as a crisis response ended up as a scalable offering that ran for well over a year of closure.
72 Hrs
From studio closure to first live stream
70
Weekly live classes at launch
3
Streaming platforms built and running
25K+
Instagram followers gained during the pivot
Tools & Skills
Zoom · OBS · YouTube Live · Uscreen · RTMP Streaming · UX/UI Design · Content Strategy · Team Training · Contract Negotiation · Budget Management