Vinny Yoga

PROJECT WORK: 2018 - 2021

Vinny Yoga is an online platform for Melbourne Yoga.

As a team of one, I created and founded Vinny Yoga in 2018. I managed all internal and external functions of the business - strategy, marketing, content creation, operations and monetisation.

What started out as a custom-built online yoga directory, evolved into a publisher of online resources and programs for yoga practitioners across Melbourne and beyond.

In 2020, I re-branded Vinny, removed the directory component and evolved the platform into a virtual event series that aims to progress the Australian yoga community through conversation and self-education. In early 2021, I transitioned the ownership of Vinny Yoga to a new team and I have since stepped into an advisory role.

Within a short couple of years, I established an engaged audience of yoga practitioners, studios and teachers across Vinny’s digital channels.

  • Launched directory with over 100 yoga teachers and studios across Melbourne

  • Grew Instagram audience to over 4k followers in its first two years

  • Grew email database to over 1k followers in its first year

Building meaningful relationships with like-minded brands and individuals was key to Vinny’s growth.

Above all, Vinny was created to support the Australian yoga community and practitioners of all levels.

  • Created ‘Vinny at Home’, a series of free YouTube yoga classes with Melbourne yoga teachers during COVID-19

  • Vinny’s re-brand created the forum to have conversations that challenged the Western yoga industry and encouraged critical thinking within the Australian yoga community in order to co-create action and change