Teaching Yoga Instructors with Online Courses | Thinkific Success Story: Lizzie Lasater


Teaching Yoga Instructors with Online Courses | Thinkific Success Story: Lizzie Lasater

[Tyler] Hello, and welcome to TeachOnlineTV
my name is Tyler Basu, and I’m here with Lindsey Lassiter who is a yoga instructor who does
live workshops, online courses now, and she even designs necklaces as well which is pretty
cool so yoga instructor / entrepreneur on the call today, thank you so much for taking
the time. I’m excited to learn more about your journey. [Lizzie] Happy to be here with you, Tyler. [Tyler] Now I know I just gave away a little
date of the highlights there, but can you just give us you know, what take a few minutes
to tell us about your background, how you got into teaching yoga first of all, and then
how you going into creating online courses. [Lizzie] So, I like to say that yoga is the
family business, because my mom has been teaching yoga for 45 years, and she was part of that
early wave of American hippies. She doesn’t like that word. Who went to India in the seventies and eighties,
and she’s studied with a teacher called Mr. Iyengar who recently passed, and he was one
of the great masters of the 20th century, and she had the good fortune of finding him
directly, study with him, fell in love with yoga, became a physical therapist and you
know, in her long career ended, up writing, she’s just publishing her ninth book on yoga
she found Yoga Journal Magazine, you’re just very embedded in the American yoga scene. So I grew up with that. I grew up at yoga retreat centers in the summers
around the world and, back before yoga was luxury, when it was still rustic, and then
I started practicing and started teaching in my early twenties, and then really wasn’t
sure if I wanted to pursue it full-time, and fell in love with design. I got a master’s in design, and that’s where
I met my husband, and ended up moving to Europe. Came back to teaching yoga, partially because
I felt like, I felt like I had a lot of time to learn everything for my mom, and then her
mom passed at 94, which is normal, but it sort of shook me, and I thought, you know,
I’ve got to learn more from that. This this is part of my heritage I want to
learn everything she knows about yoga, so I started studying with her again more intensely,
and it’s just really evolved moving online and using my design skills from design school
and combining it with really this teaching in this work and it’s being a pretty seamless
process. [Tyler] Okay, well very interesting, and you
know one of the reasons why I wanted to chat with you, is because I mean, yoga is among
other things traditionally offline, and of course you know the technology has only recently
developed where we can move certain trainings online. But yoga is thought of one of those things
that you should be doing in person so I would like to hear about how you approach them moving
you know this kind of, this kind of subject to this kind of topic online, and what prompted
you to create some online training in the first place. [Lizzie] So it’s a really great question. I think one of the misconceptions we have
is, I love this Texas expression. My grandparents are from Texas, and yoga has
become a mile wide, and an inch deep. So in our culture, we all sort of think we
know what yoga is, and we think of yoga is going to a room– Yoga Studio in there 20
or 30 people, and you’re doing this flow together. Maybe there’s music feels great afterward,
but that’s actually a relatively new incarnation of yoga, and traditionally if you look into
a hundred years ago, which isn’t that long, or even sixty or eighty years ago yoga was
talk one-on-one. So the idea Mr. Iyengar for example was one
of the revolutionary teachers who started teaching group classes, and then it also let
women come to classes, like that sort of very new the idea that women should be doing this
physical practice. So now I see moving online as a complete continuation
of this evolution, so it started from, it’s a huge luxury to have the time, the teachers
time, and your time, to be able to go sort of daily or weekly and have a personal connection,
and it’s always what I would preference if, you know like, I feel as though I have this
lucky experience of, I have access to my mom, and she has thousands of students throughout
the world, and so I really wanted to figure out how we can share that, and then quite
selfishly I was involved in to try to move the work online, because my mother doesn’t
want to travel so much anymore. No one wants to travel. Travel is getting worse, flying everywhere,
and security lines, and all of it, and then we all– also I have a certain consciousness
about the planet. It feels how to get on an airplane, you know,
and burn all this jet-fuel, you to go talk to people about inner peace. So all that combined, it just made a lot of
sense to get online, and then when we really focus on this which I think is, a niche on
our platform is that we are interested in training yoga teachers. So there is a lot of content, and a lot of
people are doing it really well. I’m much more kind of purpose built, not Thinkific
type platforms where they’re doing sort of pay $20 a month, and get unlimited yoga flow
classes, and there’s a lot of people doing that, and I saw that, and I thought you know,
that’s not really the direction I wanted to go. I wanted to, a lot of people are talking about
yoga, and there’s a lot of meta-yoga content which we are producing that’s not necessarily
like doing poses together, or via the computer but we are talking about issues like touch,
you know, when as a teacher how do you think conceptually about touching your student. How do you enter that space? What are the kind of ethical parameters? What are the boundary issues? What do they look for? So all that can we talk really well online,
so I mean that’s kind of our slant on it, you know, that I’m doing it with my mom and
that she has that experience, or anatomy training, I mean most of the teachers have a horrific
lack of knowledge, really. Anatomy, physiology, so we think that content
is perfect for online. [Tyler] Okay, now that definitely makes sense,
and in terms of you know, choosing which content to include in your course and you know, what
kind of training to create, could you just walk us through that process of actually creating
that first course? [Lizzie] So, one of the things to actually,
the thing I learned in design school: I can save you $1,000 of the design education, and
three years of their life is that the process of going from 0 to 1. So, really having an idea, and then turning
it into first a prototype, and then many prototypes, and then finally something that you’re willing
to share with people, and that process is how I started the digital courses. Before we even found Thinkific, I had the
idea of “start before you’re ready”. Just make something, and test your concept. I deeply believe that there’s a lot of time
wasted, people who don’t have a lot of design experience think that designing something
is like sitting around, and thinking of the perfect thing, and then you make the perfect
final thing. But in my experience, and what I learned with
trial by fire, and design school is designing something is like thinking of it making it
as quickly as possible out of popsicle sticks, and then saying eventually this is going to
be a driverless car, you know? Like it’s iteration, iteration, iteration,
so the very first course is not pitched, basically to my mom as I said “look, let me produce
a course we’ll do it hundred percent audio content, because that’s much frankly cheaper
than video and fewer moving parts” you know, you don’t have to have an editing team and
dah dah dah, lighting, and I said okay we’ll go into an audio studio, and we’ll do an
8 part course, where we will interview you, and we’ll just be talking about concepts of
yoga off the mat. So how do I enroll in yoga teaching. There’s a talk about empathy or compassion
so with that I’m going to interview you about that and it’ll be a 30 minute thing and we
will make 8 of them, and we’ll put it together and we’ll sell it. So I was doing that in the very beginning
the first 50 customers, I just gave them the files. I just basically sent them a Dropbox link;
“okay, you gave me your money, and okay you can ‘wow’, thank you”. And you know those 50 customers covered our
production, you know it was sort of like a no-brainer, it was in the bag, so that I was
ready to start spending more money, and looking for a more professional platform like Thinkific,
and I actually was thinking about it because I just got your Black Friday promo, and I
think that’s why I signed up last year. [Tyler] Because of Black Friday… [Lizzie] Yeah, there’s like a Black Friday
deal, and I have been looking at different platforms, and I was like “okay, okay I’m
going to choose Thinkific”, so it’s only been a year that we’ve been you know, I would
say, it was probably maybe six months before that, that I was doing that first course very
kind of on-the-fly. Giving people files, just like you know, “thank
you”. Even selling the very first courses, I sold
after a workshop kind of in person, you could pay cash, you could write me a cheque, I was
just like, so delighted by the idea. Because, I think other creators, we identify
with this or something so fantastic about having an idea, and bring it into the world,
and then having people give you their money for it which is like, money is just people’s
energy. Just saying like this has value, this thing,
what you did alone in the dark, and no one knew about, now when I hear about it, I’m
saying yes, like I find that to be the most exciting, and thrilling part. Every time I get an email from Thinkific that
someone bought a course or enrolled in a course, it’s that it’s them saying ‘yes’, and
that’s thrilling I think. [Tyler] Yeah, I love your approach because
you know, what you did was you validated the fact that this was worth pursuing, and you
didn’t try to create the perfect course from day one, and invest so much time, and energy,
and resources, and video production, which we know is quite a bit of work into creating
in a massive comprehensive product the first time you— [Lizzie] You know like a baby product. [Tyler] A baby product, lean startup type
of mentality like, you know the main “bible” product. You got it out there, you proved that people
are willing to pay you for this training, and then you use those resources to improve
it. So can you walk us through how the course
has evolved since then? Does it have more than just audio now, or
how what’s included in it now? [Lizzie] Right, so that our very first course
was called the Living Your Yoga audio course, and it was a companion to a book that mom
had already written, so I picked eight chapters from the book, and then read the chapters,
and asked the questions in the second course. What we did was called Teaching Yoga, and
I picked up these meta-topics about like, touch, language, these kinds of topics about
teaching yoga would really because you will go through this kind of all the schools and
styles, and it’s a little fractured, so I wanted to definitely for a second course,
create content that would speak to people to a broader audience, because they knew it’s
already narrowed to say “yoga teachers”, so I wanted to say we’re going to pick topics
that no matter what style, it will be interesting to you, and so and then that course we did
half video, half audio. So, I basically said, alright I think I can
confidently say let’s do one day of a video shoot, like you know, I can get that organized,
and then we’ll do a couple days in the audio, and then you know the way it worked out it
ended up being 50% video, 50% audio. And then what we’re doing now, is I had an
idea to do a subscription model, which we can talk about a little bit more. It has its own surprising hiccups, and what’s
so now we also do a once-a-month, but we run it through Thinkific, it’s a once-a-month
live phone call with my mom that I moderate. and it’s basically like monthly live mentorship
for yoga teachers. There’s a topic each month, you can call in,
and ask questions, and so in this we have teachers from all over the world, and in places
that are really remote, and they’re teaching in a little studio, and they have 10 students,
and then this kind of gives them a monthly injection of teaching or concepts ideas for
them to bring to their students and then the last course that we are pre- selling right
now. It’s going to launch on January 1st, It’s
called the Shavasana Intensive and it’s that close you two at the very end of the class,
and I don’t know if you’ve done it Tyler where you lie down on the floor— [Tyler] I did a Bikram Yoga class, but it
was almost 10 years ago, so I forgot what the last pose would have been. [Lizzie] Well that’s, it’s the last prism,
every no matter what school you lie there on the floor and you play dead it’s like corpse
pose, and so we’re doing a course that’s all about that pose ,and so it’s 21 days, and
that’s going to launch on January 1st, and that’s the first time I’m going to try to
use drip content. So we’ve already sold a bunch of and enrollments,
and then we’re selling more this month, and the ideas like you know, every day you
got another little idea about this single post and a single idea of relaxation, [Tyler] Yeah, okay cool, I can definitely
see you know the evolution of the training and the different features, and ways that
you’re presenting the content to your students. At what point in the journey, did you go from
you know, sending people a link to audio files in Dropbox to decide to set up you know the
whole online school, and when you chose to use Thinkific what was it specifically about
Thinkific that made it the right choice for you at that time? [Lizzie] So, I looked at it, I remember looking
at two or three different platforms, and for me I was really just you know, it’s like learning
by doing. I didn’t even know everything that I was going
to love about Thinkific, it’s because of being so happy with you guys but I think one of
the things I remember it looking at was I wanted to be able to have affiliates. And I wanted to have that to be sort of very
integrated affiliate tracking and I really wanted it to be white label, and then I was
just sort of looking at me knowing pricing the monthly pricing and trying to figure out
and I didn’t want, I also really wanted to be able to like, I really want to have a fixed
monthly cost, not a percentage. I didn’t want to give away to the hosting
platform percent of every sale. [Tyler] Okay, so the pricing model made sense
for you. [Lizzie] And then one of the things I didn’t
know so much, it’s that I think your customer service is really great. I love that you can write an email and a real
person writes you back, and like that’s a tremendous experience. [Tyler] And thank you, I appreciate that feedback,
what would you say has been your biggest challenge as an online course creator, and if somebody
else’s facing that same challenge how would you help them overcome that? So, the biggest challenge for me is just understanding
the magnitude of the importance of marketing, you know, from the design perspective. I did for about two years, before I do this
like, right when I got married, and moved to Europe, then I did a 3D printed jewelry
line, and as a designer I thought I didn’t even think about it like if I designed a bunch
of beautiful stuff like, great I’ll have a business. [Tyler] Yeah, like well won’t people find
it on their own? [Lizzie] And, that’s not because, that’s really
not talking design school, and it and I had really, it was almost like a dark spot in
my brain that I didn’t even realize, it was the sales and marketing. I thought it was sort of beneath me, or trashy
to tell people about your work and that is being process of evolution. I’m learning and then that kind of you know,
a trial run trying to do that as a business and then realizing actually this is a hobby
like I’m not this isn’t a business this jewelry stuff, and so as I transitioned into do is
courses I realized if I want to do this and take it seriously I need to figure out how
I’m going to show it to people. So that was the biggest challenge of like
getting over that hump of sort of swallowing the fact that I was going to need to focus,
and now I consider it actually that that’s 50% of my job. I think 50% of my job is marketing, and that
I think as a creator it’s hard to kind of accept. Can be hard to accept in the beginning, you
think like I’m just making something. But it doesn’t matter, you know, and it I’ll
say for example I just had a meeting we are shooting a big Anatomy course next year. It will be a four-day video shoot it will
be the biggest thing that we’ve gone this far and I was meeting with a video production
person who was in a bidding for the job, and she told me that she thinks if I have four
days to film the content, I should spend one day on the promo video. In her eyes she basically said that’s what’s
the most important community of content you’re going to make, it doesn’t matter if you’re
going to make a note 5 hours of content and other stuff. [Tyler] Yeah, yeah. [Lizzie] So it’s getting that into your mind,
because I don’t know if I’m coming from the academic side, like when you study at University,
and it’s there could be a kind of conceptual snobbery, like it’s beneath me to be interested
in marketing. So that was the biggest thing that continues
to be the biggest learning process for me. [Tyler] You know, that’s a really good point
that you bring up, and I think pretty much any content creator in general has to figure
that out at some point. I know I’ve spoken to a lot of authors who
spent, you know, so much time bring the book and then after the book was done. [Lizzie] Like okay— [Tyler] Marketing was an afterthought, and
then they’re like, shoot if I don’t have a marketing plan, this book is going to end
up in the hands of my friends and my family and it ends there. [Lizzie] Exactly, which is what happened with
the jewellery, and you know I think, though, to be optimistic about it. I think creators like, one of the things I’ve
also learned, it is it’s not as hard as you make it out to be, or the mountain is not
as tall as we think, so I think course creators have a wonderful positioning to be able to
do great marketing because we speak exactly the language, like because I am also my customer,
I know I’m a yoga teacher, so the language is all extremely natural, and after all I’m
not thinking on writing marketing copy. I’m just running some people email from our
list for example today. I’m sending an email called Our New Moon email,
and in yoga, there’s a lot of talk about the moon and because it also effects for women,
like if you have your period, with the moon you’re not supposed to do certain poses, so
the Moon is very integrated into her work, and so I have a month to month, email called
the New Moon Mail. You can access the New Moon, it’s also considered
this time for New Beginnings and re-committing, so I am saying this is the time to recommit
to learning and re-commit to your yoga practice, and so here’s special deal you might like
for this month, blah blah blah New Moon mail, I don’t think maybe, you Tyler, who has taken
one yoga class, would sort of come up with that idea, you know, because right, so I think
that creators sort of need to, or what I’ve been enjoying doing, and cultivating more
of. It’s like tapping into my creative powers
and abilities and ideas and also turning them towards marketing if that makes sense. [Tyler] Absolutely. So what would have been like two or three
things that have worked for you in terms of marketing. Things that you do regularly to do when you’re
getting ready to launch a course, or share course with your audience. What are the things that I work to help attract
those students and get them enrolled in the courses? [Lizzie] So we have the advantage of already
having the kind of brand, that you need in marketing terms, you would say it like, my
mom already has students, and had a list so you had like a leg up on that. So using a list, growing the list, our email
list that has been huge. I think another big thing as being really
simple about Facebook has been good for us, and Facebook ads. If they like, when I put money on Facebook
because I sell more than I put on the ad I mean. [Tyler] You get the money back. [Lizzie] Yeah, I don’t, you know I’m not super
scientific about it, and Facebook has been good you know, what the other thing I’m doing,
with this anatomy course is not even available for pre-sale yet. I have like an ethical rule for myself that
I don’t like to put something for pre-sale until I’ve like filmed the content. Okay, I don’t know what I could put in for
pre-sale now, but it’s like after this the moment, so I wonder when I’m editing then
I’ll put something up for sale, because they feel like okay, it’s safe but, [Tyler] But just in case something happened.. [Lizzie] Yeah, I don’t know, but anyway, so
this course that we’ll probably be launching a year from now, but what I’ve already started
doing, it’s just put up like it’s called Spiritual is just like a landing page to
capture email, and what we’ve been doing is putting up YouTube videos about twice a month. Super informal in the style, just video interview
style where I talk to you one of the co-teachers. We are bringing in another teacher with my
mom and this woman Mary Richards, just I sit there and ask her yoga anatomy questions like,
okay, but what’s happening with your shoulders anatomically in dog pose, and then she talks
about it for 10 minutes, I put it up on YouTube, and in the beginning and the end of that video
I say, you know, “go to this website Spiritual and sign up, and you’ll stay
in the loop for this course that’s coming, so that’s I think in the business that’s kind
of like giving away free content, or I don’t know it’s called what I’m doing. [Tyler] No, that’s a great example of content
marketing, you put on some free content, that’s helpful for your target audience but you’re
giving them that next step to join the newsletter anticipation of course that’s coming up. [Lizzie] And so that has been, so we’re still
on doing something like that making a dedicated list, and to put any of this into the designated
time, you know, to do but the thing I’ll say is like, we have gotten tremendous feedback
about them people, and like in the real world, my mom is not even doing that, and she travels
around and she just one or two workshops a month in the country, and the people come
up to her and say like “I love the anatomy videos”, and you know it’s just like, okay. So I mean that has been really like really
positive feedback, and the list is growing 10 people watch the video, I mean it’s a niche
market, and you know we’re never going to get 100,000 views but I think the other thing
in a way exactly as I was saying before a little bit of a proof-of-concept. It just feeds you energetically to say, okay
yeah but I’m putting all this thought and effort, and investing money in filming the
actual course, it feels good that I got like this growing number of people who are all
saying like “yes, yes, yes”, you know and I mean I haven’t even priced them it’s
going to be expensive, and I don’t expect that everyone who joins that list going to
buy the course, but it’s been for me a really good experience, and like any technology is
so magic now. That cost me nothing to do. Cost me a little bit of time we both feel
the same you know like, once a month I film for an hour and a half and then I have another
2 hours of editing it’s like awesome sauce. [Tyler] I have a quick question about Facebook
ads and then I got and then I’ll wrap up with some advice for other course creators, but
when you do one of those Facebook ads, what are you running ads for? Is it to some of your content? Is it to build the newsletter is it straight
to your course sales page for example, or? [Lizzie] So my Texas Banker uncle said something
once to me is it, the people we were all talking at Thanksgiving about entrepreneurship, or
you know business ‘blah blah blah’, he was, one of my cousins was talking about a
business idea, and my uncle just said “where’s the cash register?”. And what I meant was all these kinds of Texans
have this voice in my head, “yeah but where’s the cash register”, and what it took that
to me is in terms of Facebook, and I don’t put ads for anything where there isn’t a cash
register. I don’t personally put ads to my email list
or like post money on an ad for these YouTube videos. All of that I really think kind of going to
be organic. I mean if I have a course you know like I’ll
put an ad and say this course is launching in a month and the price is going up, here’s
a link to buy. Unless I’m willing to buy that’s kind of my
homegrown theory. [Tyler] Okay, but those answer to your audience
then like who already— [Lizzie] Oh who do I pick? I pick up, I pick it up, you can design your
audience so, I just guess but I think you know who I think the age and the gender and
location. [Tyler] All the demographics and that kind
of stuff. [Lizzie] Exactly, that’s what I do, I haven’t
found, I don’t know why, but I haven’t found it as successful to just yarget people who
have already liked our page. [Tyler] Okay. [Lizzie] I don’t understand why, but it seems
like those would be the best people in my unscientific experience. I have it better when I do a broader audience. [Tyler] Okay, interesting. So I just got two more questions for you then
we’ll wrap up. In terms of like equipment, tools, software,
cameras, like any of that kind of stuff, what do you typically use now when you create a
course? [Lizzie] So when we do audio likez I like
to differentiate between paid and unpaid. So unpaid audio would be sort of these YouTube
things, I just use my computer I don’t have any fancy equipment on considering buying
a mic but now you know after I’ve already been doing it as a full-time job for like
a year, so I’m pretty low on the investing and equipment scale. I think it’s a huge job to think like wait,
I have to research to invest buy all the stuff before I do anything, so you can already do
a lot of things. I also believe kind of from a millennial perspective
like, people will watch awful, awful content meaning from like an iPhone. I mean the look at; this terrible, this is
a terrible reference, but look at these kind of police shooting videos. Like the quality of this content is really
poor, it’s someone’s phone, they are shaky, the audio is terrible, but millions of people
watch them because they’re interested in seeing what’s being shown, right? So I believe it if I have something to say
if it’s free content, it doesn’t matter, I mean within reason I tried to make like a
nice background or something but then for paid content. I believe in going to a professional you know,
so we’ve done all our audio content in like a professional recording studio for musicians,
and we hire a person an engineer who sits there and does the levels, and I have found
however that for what we’re doing because it’s just talking content. I do the editing myself, like I engineer just
the sound but, then I just have a program called Audacity, which is free and I do the
cutting and pasting myself. [Tyler] Right, okay. [Lizzie] Because I know what I want to be,
and it’s pretty easy like, if you can use, I don’t know if you can use Microsoft Word,
you can use Audacity. It’s like literally cut and paste, yeah I
know perfect. [Tyler] No perfect, and I’m glad that you
know that’s the case because I think a lot of people get stumped on that they think you
like, “oh, I don’t have the HD camera, I don’t have the whole wedding studio”, and
I mean of course it’s was just you know, a computer that’s really all it takes. Technology has come so far, so we’re quite
fortunate that way. Last question for you, for those of you who
are considering teaching online, you know, what they have in their expertise maybe they
have an offline business, or they work one-on-one with clients, and they’re considering making
that transition into offering some online training ,but they’re just not they haven’t
taken that first step to those on the fence a little bit. If we could help to inspire them, to do this
you know just give them some words of encouragement to create their first online course, so my
question for you is what kind of impact has it made on your life and in your business
by making a decision to create some online training to serve your audience and your customers? [Lizzie] I mean, it’s been issued, it’s completely
opened up a new way of thinking about, not just my business, but my career, but my lifestyle,
and you know being able to work from everywhere. Being able to earn money when I’m not working. I think that is like I think that’s the future,
and I think that has been a tremendous way of freeing myself up to going to structure
my days the way I want them, and not be and also with all this traveling, because I do
teach in-person workshops, and there’s a lot of traveling, and unglamorous kind of down
time on either side or you’re jet-lagged acclimatizing. I think it’s really fantastic to be able to
say it’s a Tuesday, like a normal person should feel like I need to go to the office or to
work, but I worked all weekend teaching a workshop, so I’m going to take a down day
and go for a hike, and then do one hour of you know put a Facebook ad, you know, do a
couple customer service emails and still feel as though the momentum of my work is moving
forward so that’s what Thinkific online teaching has allowed us to do, is to kind of be careful
the one-to-one nature of teaching workshops in person, like I can only do, I have to be
here at the same time, and the students are there. I need a yoga studio I need all these components,
it’s allowed my work to become much more what’s the word for this motion expansive and contractive. [Tyler] Yeah, and scalable. [Lizzie] Scalable is the idea, yeah. [Tyler] That’s excellent. Well Lizzie, thank you so much for taking
the time to share your journey with us, but someone was inside and sides for other course
creators. I really appreciate it the best place that
we can send people to learn more about you is that on your home base online? [Lizzie] Yeah, you can find me at,
and if you want to join that list, you can go to I do an Instagram of the same photo every
day, somewhere else in the world, where I am, and I send out an e-mail twice a month
to try and encourage us all to find a little bit more silence and our Thinkific site is [Tyler] Okay, well perfect. We’llmake sure to link to add your website
below the video and in the show notes. [Lizzie] Yeah, and I just I mean, I can really
just say spend no money, but get out there for course creators, like just jump start
before you’re ready. You’re not risking anything except for your
own time and I think it’s a great way to try and find your voice. [Tyler] Great advice, thank you so much and
I wish you all the best. [Lizzie] Thanks!

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2 thoughts on “Teaching Yoga Instructors with Online Courses | Thinkific Success Story: Lizzie Lasater”

  1. Fun Cam says:

    thanks for this

  2. Bárbara Weimberg . Yoga Tierra says:


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