Is Segotia for me?

We are often asked where the idea for Segotia came from. What is its origin story?

The honest truth is that it began as two separate ideas: an art space (Derek’s project) and a yoga space (Karen’s project). The plan was simple enough. We would bring our separate passions together under one roof and co-exist.

But as Segotia began to take shape, we realised something unexpected. These weren’t two separate worlds at all.

Artists need safety in their nervous systems to create. Yogis need outlets for expression and creativity. Movement inspires imagination. Creativity brings us back into our bodies. Both practices invite presence, exploration, and connection.

The more we developed the idea, the more the overlap became impossible to ignore. Everyone is creative. Movement is medicine. Connection is king.

What emerged wasn’t an art studio with yoga classes attached, or a yoga studio with an art room beside it. It became something else entirely. The challenge was that there wasn’t really a blueprint for it.

Which brings us to a question we are asked regularly:

Who is Segotia for?

Marketing 101 tells you to define your customer. Every time we tried, it felt too narrow.

Is it for women? Men? Older people? Younger people? People with children? People who love coffee? People who don’t love coffee? People with green trousers? People with cats?

We began to understand that the problem is that demographics rarely capture the complexity of being a human. A person can be an artist, an entrepreneur, a yogi, a parent, a musician, and someone searching for meaning, all at the same time. We knew the same was true of Segotia. Every time we tried to fit it neatly into a category, something important was left out.

So we stopped trying to define our audience by demographics and started paying attention to the people who were actually showing up.

What we found was that they weren’t united by age, gender, profession, or background. They were connected by something much deeper: their mindset and their values.

Segotia is for people who value creativity and curiosity. Anyone seeking connection with themselves, with others, and with the world around them. Anyone choosing to live more intentionally.

At its heart, Segotia is built on the belief that creativity and wellbeing are not separate pursuits, but different expressions of the same human need: the need to connect.