Health before wealth

YAKIMA, Wash. -- The economy is unhealthy, but some people aren't willing to sacrifice personal health to deal with it.

Despite the recession, Heather Powell's students continue to attend classes at Feather Yoga Studio, which she owns.

Polly Conley doesn't know how the economy will affect the two small businesses that she and her husband run, but her $31 monthly membership at Curves of Yakima, a fitness center, is the last thing she would give up.

"I continue to go (exercise) because it helps me to have more physical strength and stamina and a better attitude and outlook," said Conley, 62, who has been eating out less and buying fewer magazines to save money.

Americans continue to cut back as unemployment numbers rise and the value of their investments decline. But businesses such as gyms, pilates groups, yoga studios and spas are showing some resilience as Yakima Valley residents make sacrifices in other areas.

Recent federal figures show that Americans are saving more. In January, the personal savings rate was 5 percent, the highest rate since March 1995. In January 2008, the personal savings rate was just 0.1 percent.

But for some, personal health is a need, not a discretionary expense, so they're saving their money in other areas.

"I think people are realizing that they need to take care of themselves, even if we are in a recession," said Alexy K. Reynolds, a licensed massage practitioner for Massage Associates of Yakima.

Taking care of yourself

Reynolds said business has remained steady. About 50 percent of her clients are cash clients who do not have insurance to pay the full cost of a massage. A one-hour session costs $60.

Nancy Baldwin, a 57-year-old Selah resident, had to quit her customer service job at the Yakima Athletic Club for health reasons in January.

Despite her limited income, Baldwin considers her massage sessions with Reynolds a necessity.

In addition to reducing her massages from twice a month to once a month, Baldwin has also cut her expenses for dining out. She believes those sessions, along with walking regularly on her own, will help her be more prepared as she begins looking for work.

"It really helps me keep moving with more flexibility," she said. "It makes the quality of life much better."

And quality of life is a big selling point for these businesses.

As people see improvement in their health, they are more inclined to keep going, even if they have tighter budgets, said Cathy Schlieman, co-owner of CS Pilates in Yakima.

She said that her regulars have maintained their routines by cutting back on other expenses such as daily lattes or mochas and clothes shopping.

"They realize the importance of getting into a routine and sticking to it," she said. "When people get out of a routine, it's harder to come back."

Another studio, Yakima Yoga, has seen more students, said owner Marek Lichota.

"I'm surprised, but I think it's just a way of getting away from the stress," he said.

When one aspect of a daily routine, such as a job, goes south, many consumers may find that it's important to maintain some of their normal activities, even if there's a cost, said Lewis Mandell, a finance professor at the Foster School of Business at the University of Washington.

"They don't want to get the feeling that their lives are falling apart emotionally and physically as well as economically," he said.

Kristie Cannon, owner of Curves of Yakima, said she has seen clients cut back on their memberships at her fitness center as they have dealt with losing a job.

But there are others who have stayed with the belief that the health benefits outweigh the monthly costs.

"I have had several members relate to me that this is the only thing that makes a difference in their day," Cannon said.

Reaching out for good health

There may come a point when consumers will have to cut back even further, Mandell said.

Many unemployed workers tend to have a target date for getting a new job. If that deadline is missed, a consumer may do a second evaluation of their finances and cut more discretionary expenses, even ones of high value, Mandell said.

Indeed, Powell, of Feather Yoga Studio, knows that if the downturn continues, she could see a decline in business.

She has tried to make her business accessible to those who can't afford her regular classes.

Earlier this month, she held a free yoga class at the downtown branch of the Yakima Valley Libraries as part of the First Friday events. She is also planning another free class for April.

Yakima Yoga also has begun offering a monthly community yoga class.

"I think this is a great tool," Powell said. "It should be accessible to everybody in some capacity."

At CS Pilates, owner Schlieman is trying to accommodate clients by offering a 30-minute mat class that costs $5.

And for those who are more advanced or have attended classes for a longer period of time, she offers classes where students work out with instructors for just $10.

"I want to keep things moving forward," Schlieman said.

Mandell agrees that's a good idea.

"I think that's very smart business," he said. "When what you sell is something that is discretionary, you want to maintain some hold of the market. Otherwise, when this thing passes, you will have lost the customer forever."

* Mai Hoang can be reached at 577-7685 or mhoang@yakimaherald.com.