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.
Secured paid sponsorships with brands like In Essence, lululemon and East+West
Partnered with well-regarded Melbourne yoga teacher Ryan Mannix to create a Teacher Mentoring Program called ‘FLY’
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