Meet Sonia Azad | Global Yoga & Wellness Retreat Leader + National TV Contributor

We had the good fortune of connecting with Sonia Azad and we’ve shared our conversation below.

Hi Sonia, what was your thought process behind starting your own business?
Starting my own business was never a personal goal. It wasn’t until a special group of women turned me onto the idea that I even considered it.
It was at the end of my Montana yoga retreat– in Fall 2022– when several of my retreat participants cornered me in the dining hall and said, “You have to do this full time! You’re great on TV and we loving watching you through a screen — but this is impactful work! This is life-changing! You need to be in rooms with people!”
They were energized and inspired after a week of nourishment, nature and authentic connection. They were right — leading retreats is what I love most. It’s a marriage of my passions for travel, yoga, meditation, writing/ journaling, exploration and connection.
When these women approached me, admittedly I was excited about the idea of quitting my job and leading retreats full time around the world! That would be a dream. The practicality, logistics, calculated risks, and financial backing to do that work exclusively– is a different story.
The first thing I did was create an LLC. I opened a business bank account and hired a CPA. I have since hired an attorney to create legal liability packets for my retreat participants. I have two assistants who work with me on: invoicing, social media, email campaigns, and online website and technical support.
While I downsized (housing) and reduced frivolous costs, I quickly learned that I needed to make enough money to support the people and systems to keep even a small operation running. That would have to come from more than one revenue stream.
My first full year in operation (2023) I led 4 retreats in: Arizona, St. Lucia and New Mexico. Three of those were sold out.
More than 70% of my retreat participants are return attendees. They come back — and bring friends.
This pattern existed since 2016 when I started leading retreats.
But it wasn’t until Montana that I finally saw this as more than a fun side hustle. People were responding to a service that I offer.
I will always remember the 6 women in that dining hall in the middle of Montana. They recognized my purpose. And they brought it to my attention. They’re the reason why my business exists.
I returned to Texas from that trip and decided to design a life that I really wanted.

Alright, so let’s move onto what keeps you busy professionally?
I spent 20 years as a full time TV news reporter covering crime, politics, health, law, you name it. I always found time to either squeeze in a workout, teach dance classes (which I’d done since age 16) or eventually teach yoga or meditation ‘for everyday people’ on the side.
I could identify with burnout at my job. I could identify with chronic fatigue. I could identify with feeling overwhelmed, anxious, being pulled in several different directions.
I used movement, breathing and meditation as a tool to relax, decompress and press pause on my mental chatter.
The older I got, the more I craved balance, empathy, and humanity.
A lot of times these personal elements of our human experience are compartmentalized — or separated from our ‘work life’ because work in America is often intended to be unemotional, efficient and productive.
I think the pandemic created some seismic shifts for people– especially women– who were trying to navigate working from their laptops at home with their roles as caretakers of their families and children.
I didn’t quit my corporate job to get rich off of teaching yoga.
I did it because I’m hoping to bridge the gap between how to work well and live well in this country. Infusing peace and positivity into daily life doesn’t have to be an hour at the gym or $15 smoothies or putting your foot behind your head in the name of enlightenment.
But there are practical, science-backed benefits to using your full lung capacity by practicing deep breathing exercises.
There are short and long term benefits of learning how to properly exercise your connective tissue to relieve physical pain, stiffness and tightness in the body.
I’m a firm believer in ‘everything happens for a reason.’ I believe that my career through corporate America’s hustle and grind culture set me up to effectively communicate the wellness world for the non- “woo woo” crowd.
Twenty-three year old me was a wound up, short-tempered, Type A, stoic perfectionist. I was conditioned to be that way… robotic– until I was taught that it’s okay to show care, attention, affection, appreciation and authenticity — in a workplace. It’s okay to let people know that you care about them and their well-being while maintaining respectful boundaries.
The biggest hurdle in the corporate wellness world for me right now is still getting people to buy into how these programs for staff, employees, leadership teams, women– and men– can change the entire culture of your office.
I provide in-person and online corporate wellness programming (curated, not one-size-fits-all) based on the desired outcome(s) of the organization.
I’ve worked with nonprofits like ScholarShot, to mental health professionals from The Center for Integrative Counseling & Psychology to companies like Tolleson Wealth Management and Texas Instruments.
I would love to see this part of my business take off… but that requires courage, trust and patience from employers who lead by example and see the value in this type of service/ wellness education.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Where I land depends largely on my mood and company! I’m sort of a chameleon, so I can be around pretty much anyone in any scene… I’m personally not one for super trendy spots; I tend to hang out more on the fringes with the unconventional crowds…
But, if we’re talking about showing someone around the area… I would start the morning with a coffee/ latte from Ascension. A walk around White Rock lake is a must! One of my favorite areas in DFW is Dallas’ Bishop Arts District — to walk, shop and eat. I’m a huge fan of lunch/ brunch at Tribal All Day Cafe followed by an epic reflexology session at YaYa Foot Spa and a stop through at The Wild Detectives for happy hour. Other daytime areas that I would recommend exploring to visitors: downtown Grapevine, Legacy West in Plano and you can’t sleep on Fort Worth! Between art museums, the Stockyards and live music, it’s the place to go for quintessential Texas vibes.
My favorite cuisine is Asian– Thai or Japanese, so I feel like a dinner at Tei-An would be on the agenda. There’s always plenty to choose from in terms of nightlife in Dallas: sports, theatre, comedy, concerts… and if there’s a team, artist or show sliding through town that I’m into– I’ll make it happen!
Lesser known places that I find charming, endearing, kind of hidden gems:
-Kalachandji’s (Vegetarian buffet inside a Hare Krishna temple in East Dallas) *Sit in the courtyard on a nice day!
-Kadampa Meditation Center in downtown Dallas (Experience a meditation class taught by monks)
-Go see “the best nose in Dallas” aka fragrance expert Shasa Mitcham in Highland Park Village (or hunt him down) and have him pair you with a perfect signature scent. You won’t regret it!
*Wait, but can we stop at The Joule Spa for a massage, too? 😉

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
To the people who’ve said “yes” in the last 16 months since I started my wellness company, I will always be indebted. Every podcast sponsor, retreat attendee, member of my online yoga community, and person who has purchased a T-shirt or hat from me– has kept me and my business going. Every person who has hired me since 2023 has made a difference in my life– and in the lives of the people who are helping me. My assistants are both working moms of young children. I still offer a lot of pro-bono wellness services in the community through my Fitter Together Facebook group and my yoga classes as a way to give back. I wish I could publicly thank every person who has contributed time, money, advice, and support… No matter where the future takes me, I will never forget the generosity of the people who reached out first and simply said, “How can I support you?”

Website: https://www.sonia-azad.com

Instagram: https://www.instagram.com/soniaazadtv/

Linkedin: https://www.linkedin.com/in/sonia-azad-4b68a3172/

Twitter: https://twitter.com/SoniaAzadTV

Facebook: https://www.facebook.com/SoniaAzadTV

Youtube: https://www.youtube.com/@SONIASINNERCIRCLE

Other: https://open.spotify.com/show/4zuYc4iFKULpxWr8WOiyvP?si=5f8e3039d0cc4437&nd=1&dlsi=593fd9a06ced430f

https://www.threads.net/@soniaazadtv

https://podcasts.apple.com/us/podcast/the-shift-with-sonia-azad/id1701875627

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