Michelle Demus of Pure Yoga - Exclusive Interview

I had a chance to do some Q & A with Michelle Demus, the program director for New York City's hottest new destination for yoga, Pure Yoga. She filled me in on how Pure Yoga got its start, what makes it different, and then she offered up some advice for people just getting into yoga.

How did NYC's Pure Yoga come to be?
Pure Yoga originated in Asia (where there are now five locations) and was brought to the U.S. in July 2008 with the opening in NYC. Pure Yoga was so popular in Asia that they decided to expand, partner with Equinox, and bring it to the U.S. We saw a great opportunity in NYC with the combination of an amazing location and an incredible talent pool of teachers. We see LA as another great opportunity for Pure.

What makes Pure Yoga different from other yoga studios?
Pure is different from other yoga studio for several reasons. The first is that Pure is the only yoga center in the US to offer 19 various yoga disciplines under one roof. The yoga styles offered range from Ashtanga to Yin Yoga, from Hot to Vinyasa Flow, Anusara and more -- as well as unique classes with a modern approach including Hot Power Yoga and Bollywood Fusion.

Over 110 classes are offered per week. All classes are offered in three levels, for the novice yoga to the advanced practitioner. Unlike any other yoga studio, Pure Yoga is housed in 20,000 square feet of modern, minimalist luxury, the result is an accessible and immersive experience for the spirit, soul and body. The instructors are among the best in yoga and have strong backgrounds with a tremendous amount of teaching experience in their particular disciplines. The instructors only teach one or two disciplines each, so they are truly an expert in their practice. In addition to the high-quality of permanent instructors, world-renowned guest teachers regularly come in to teach classes.

Who are Pure Yoga's members?
The members, although predominately female, range in age, experience and background. Most members are your average New Yorkers trying to escape the hectic city lifestyle; although we do have several celebrity fans including Kate Beckinsale, Sarah Michelle Gellar and Ivanka Trump.

What is your favorite class, and why?
My favorite class depends on the day -- there are so many to choose from! I am a big fan of our Vinyasa classes, as I love the challenging workout coupled with the mindfulness of the yoga philosophy. I find myself challenged and rejuvenated both physically and mentally after these classes.

Do you offer special services, like personalized classes, or private sessions?
We offer private sessions catered to the needs of the client -- it can be anything -- therapeutic, prenatal, basics, helping them learn inversions, etc. We also offer small group sessions so that clients can explore specific topics in a more intimate setting with personalized attention.

How did you select your instructors? What qualifications must they have?
Initially, we held auditions for over 100 instructors. We also reached out to many of the top yoga instructors in the city -- i.e. the teachers for whom you would travel all over the city just to take their class. All instructors have achieved their RYT and have several years of teaching experience. They also must have a true passion for sharing their practice with students and building the community at Pure.

What is your best advice for someone wanting to get involved in yoga? How about for those wanting to take it to the next level?
For those just getting involved -- start with a basics course and maybe even a private or two -- it will help you build a solid technical foundation and be at ease in an open level class. Chat with the instructor and friends who practice yoga to find the right style/teacher that works for you. There is such a broad range of yoga available, that it sometimes takes a bit of time and exploration to find the class that is the best fit for you.

For those looking to take it to the next level -- investigate workshops and master classes at your local studios -- by going more into depth with senior teachers, you can start to take your practice to the next level.