Case Study: Interview with Henrike Fröchling, CEO Yogaeasy.de

YogaEasy is Germany's largest online yoga studio. At YogaEasy you can practice yoga in the comfort of your own home with yoga videos. Beginners and advanced yoga practitioners can choose from more than 700 professional yoga videos, filmed with Germany's best-known yoga teachers. The short and long videos fit into any daily routine. Variety is also provided: all the well-known yoga styles are represented at YogaEasy. We talk to Henrike Fröchling, founder and CEO of Yogaeasy about finances and liquidity planning.

Ms Fröchling, you are the CEO of YogaEasy.de. Your website currently says: Strength + Relaxation = Yoga. What is YogaEasy.de about?

We are an online yoga studio, a kind of Netflix for yoga videos. So you can do yoga with the best German-speaking yoga teachers at home and on the go at any time.

But honestly. How does a product as, let's say, analogue as yoga actually fit into the digital world?

This fits wonderfully - after all, they are real, charismatic yoga teachers who prepare yoga classes for real, breathing people at home. And all the better if you use your smartphone for mindfulness and movement.

With this approach, you are virtually Germany's largest yoga community! And if I understand correctly, the community is growing steadily?

Henrike Fröchling, CEO Yogaeasy
Henrike Fröchling, Founder & CEO Yogaeasy

Yes, we grow stronger every year. Yoga has been a mega-trend for decades because it gives us exactly what is missing in our hectic, motionless everyday lives.

And with our app, everyone can incorporate more yoga into their everyday life.
What challenge does this business model pose to you as CEO?

The customer-friendly subscription model provides a stable financial basis to keep expanding the product. More videos, more functionalities. However, the technical environment and competition is constantly changing, so I have to make sure we are always on the ball.

As an independent, still comparatively small player, you can't afford to make any big mistakes on the internet.

Is there still time for finances? How have you organised your finances and how important is liquidity to you?

For us, finances simply have to function on the side but still be absolutely reliable. Liquidity planning or cash planning is the most important thing, because we have to be able to pay our bills but also not manage too conservatively so that we don't miss out on growth opportunities.

We have a very solid cash plan that is updated weekly by the (part-time) controller and discussed very regularly with the budget managers.

What advantages do you see for YogaEasy.co.uk by using COMMITLY?

COMMITLY is super simple and pragmatic. Before, we had an Excel list that I built myself with pivot tables for evaluation, which was of course error-prone and somewhat cumbersome. Now the account transactions are automatically entered via an interface, and in combination with the planned figures for the rest of the year, an up-to-date forecast is created almost by itself. This makes it much easier for us to achieve the planning reliability that is so important for a relatively small internet company.

Thank you very much for your time!

Credits: Photos by Yogaeasy

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