- Shockley Honda in Frederick, Maryland, offers a free yoga class in its showroom each Wednesday.
- The yoga class has ignited car sales and service department visits.
- The dealership also hosts Ladies Day each month, giving customers free spa services including manicures, makeup and massages.
FREDERICK, Maryland — Shockley Honda trades in its floor mats for yoga mats every Wednesday.
Yoga is an ancient practice that centers on a system of exercises for attaining bodily or mental well-being.
"We started about two months ago and had two or three people attend and now it's grown to 26 people attending," Charlie Benson, Shockley's general sales manager, told Edmunds.
While a few of Shockley Honda's employees take the class, the majority are residents of Frederick, a community nestled between Baltimore and Washington, D.C.
"We created the class to foster awareness about our dealership," Benson said.
Not only has it generated traffic into the showroom, but it also has translated to sales.
Benson said Shockley has already sold a couple of cars to yoga attendees.
The service department, which remains open until 9 p.m., is busier as well, with class participants leaving a vehicle while they attend yoga.
About half of participants are male, Benson said.
Shockley has made a concerted effort to target female customers, Benson said. Each month it hosts Ladies Day complete with free spa services, including manicures, makeup and massages.
Guests also may nibble on appetizers and treats and receive a goodie bag for attending.
"We started that to help build our service business," Benson explained. "Customers really respond when we try things like yoga and Ladies Day. We have loyal customers."
Edmunds says: Downward-facing dog and other yoga poses are helping one dealership exercise good community citizenship.