‘An oasis in the midst of a shopping center’: Resonance Hot Yoga and Massage offers serenity and relaxation for all - Amherst Bulletin

[SCOTT MERZBACH]

Michael Shick and Alice Feldman, co-owners of Resonance Hot Yoga and Massage, in their hot yoga studio in Amherst. STAFF PHOTO/CAROL LOLLIS

Michael Shick, co-owner of Resonance Hot Yoga and Massage in Amherst, demonstrates with client Joel Jukiro in the hot yoga studio. STAFF PHOTO/CAROL LOLLIS

Resonance Hot Yoga and Massage on University Drive in Amherst. STAFF PHOTO/CAROL LOLLIS

Participants in a yoga class at Resonance Hot Yoga and Massage in Amherst. CONTRIBUTED/RESONANCE HOT YOGA AND MASSAGE

Participants in a yoga class at Resonance Hot Yoga and Massage in Amherst. COURTESY Resonance Hot Yoga and Massage

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Outside a new yoga studio, massage therapy center and meditation space is a busy parking lot, with people bustling into neighboring stores and restaurants to buy groceries, pick up prescriptions or get a meal.

Within the confines of Resonance Hot Yoga and Massage, though, is a relaxing space, set against dark green walls and cork floors, and some natural light, that offers serenity to clients to practice the art of yoga, including warm gentle flow and hot vinyasa.

“This is a beautiful, healing place, an oasis in the midst of a shopping center, where we are building community and offering workshops, and being as accessible as possible,” says Michael Shick, who alongside wife Alice Feldman is Resonance’s caretaker and founder. “We want to be accessible to everyone.”

“We are trying to create, and facilitate, a community here where you can go deeper into your practice,” Feldman said.

The studio, which opened in mid-September, is located at 181A University Drive, right next to Big Y Supermarket. “We heard from a lot of people that there is a void of yoga studios in Amherst, so it seemed like now would be a good time to pursue this,” Shick said.

Shick, who had a downtown massage practice in Boston, has been a massage therapist since 2012, and three years later began teaching yoga. Feldman and Shick moved from Boston to Leverett in 2020, in part prompted by the onset of COVID.

“With the pandemic, it seemed like a time for change,” Shick said. “Here there is a country feel, but with rich, cultural attractions, too.”

Upon getting to Amherst, Shick set up a private massage practice adjacent to a yoga studio in downtown Amherst, and also worked out of Elements Hot Tub Spa on Main Street.

Feldman’s experience, on the other hand, focuses on sound practice, where music is used as medicine. By working with voices and traditional instruments to create a wave vibration of sound, Feldman also does song circles and sound healings. “People come from all over the place to sing together,” Feldman said. She works professionally as the Student Success Coordinator at the Commonwealth Honors College at the University of Massachusetts.

The couple have brought together several other teachers in the community to lead the yoga, and other branches of yogic teachings, and meditation and mindfulness, and two other massage therapists to provide therapeutic benefits of professional massage. “It’s pretty exciting to offer a good variety of healthy things for people to come,” Shick said.

Inside the main studio, hot infrared panels on the ceiling get the temperature up to 100 degrees Fahrenheit. “Hot classes are the foundation,” Shick said. “We offer yoga, hot yoga classes in particular.”

Also offered are private classes and non-heated yoga options, and restorative yoga, with a class candlelit for the winter solstice.

Two massage therapy rooms, each measuring 9 ½ by 11 ½ feet, with insulation, keep out any distractions.

The couple also plans to expand offerings, likely to have both postpartum and prenatal yoga, and work with birth doulas and birth workers, Feldman said. There will also be room for one-off workshops. “We have the space and want it to be well used,” Shick said.

When driving around town surveying empty storefronts, Shick and Feldman came up with a plan for the space last used as Plato's Closet clothing store.

Various contractors helped bring the vision to reality, putting a lobby toward the middle of the space, down a long hallway, and making the studio the heart of the site. “We wanted something grounded, green has that effect on people,” Shick said of the wall colors.

Beginning a lease at the end of May and build out starting around the June solstice, it took three months to get to the grand opening. Contractors used included Ryan Grace of Grace Electrical Services and Lion Paws Painting, both of Leverett, Earth First Flooring & Tile of Sunderland, Bob Gonzalez at Bob’s Carpentry in Shelburne Falls, Drew Powers HVAC of Granby and Paul Graham of Paul’s Plumbing of Worthington.

The main counter was built by Aaron Greham and Eli Cutler, and Connecticut artist Chase Hanna made an art woodcut that greets visitors. Yoga teacher and graphic designer Joe Vincuilla of Vinama Designs in Boston did the logo, while Adam Blake the photograohy for website, Surainse Printing and Stapels the printing and Feldman has largely overseen the website.

Displays of art from local artists are coming, with Feldman observing there is a wide network of friends who will participate, and Shick notes that he ran a monthly art show in Boston called the Allston Art Show. Aromatherapy products will also be sold.

Costs vary, but are $22 for a single hot vinyasa class, $60 for a 30-minute massage, $250 for a student pass, and $1,110 for an unlimited annual pass. The couple is aiming to bring in both undergraduate and graduate students, and underrepresented populations who may not have the opportunity to do yoga.

“There’s a lot of interest and need to help students who might benefit from this type of thing,” Feldman sad.

Resonance tries to keep faculty and staff in mind, with 5:45 p.m. and 7:15 p.m. classes, and also a noon class during lunch hour.

The tag line for Resonance is “lead with love” and Shick said he is confident that positivity will be spread, especially now that a sign is displayed outside encouraging more people to come in and learn more.

“We want to make it a safe space for people to feel good and to grow,” Shick said.

Scott Merzbach can be reached at [email protected].

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