Crisis management in practice: a case study of strategic adaptation in a Yoga studio startup

Abstract

This paper explores the strategic adaptation of a yoga studio startup in Thailand during the COVID-19 pandemic, using a qualitative case study approach. The studio was established by a group of yoga instructors and long-time students shortly after the closure of a beloved predecessor, with the goal of preserving community ties and values. Just as it was about to open, the studio was forced to postpone operations due to national lockdown measures. Despite its limited resources and structural vulnerabilities as a new business, the studio managed not only to survive the crisis but also to strengthen its position within the local wellness industry. This paper examines how the studio’s leadership employed Hersey and Blanchard’s Situational Leadership model to guide instructors through uncertainty, gradually shifting from directive to delegating styles as confidence and capabilities evolved. Equally important was the studio’s strong organizational culture, grounded in trust, transparent communication, and a shared sense of purpose. The analysis highlights how emotional commitment and adaptive execution allowed the studio to maintain cohesion, retain customer trust, and generate long-term sustainability. This case provides valuable insights for small businesses and startups seeking to navigate crises through flexible leadership and community-driven strategies.