Meet Our Client: YuMee Chung

YuMee Chung is the brains and the beauty behind Passport to Prana, a unique yoga program that offers people the freedom to try their city’s best yoga studios by eliminating the cost barrier that comes with yoga in a big city. The Passport To Prana card retails for a one-time fee of $20 to $30 (varies depending on the city) and gives the card holder access to try one class at 10 to 70 studios (varies depending on city).

Chung taught yoga for years before launching Passport to Prana with business partners Raj Gandhi, Prajna Harsora, Scott Peterson and Jim Benedek. She has taught yoga to CEO’s, Hollywood directors and high-profile celebrities, including Val Kilmer and Diane Lane, and offers yoga instruction on her personal website.

Photo courtesy of Marc Davidson

What do you do?

I work with Passport to Prana to promote the practice of yoga in major North American cities, including Toronto, Vancouver, New York and San Francisco. We started out in Toronto five years ago and we expect to be operating in more than 20 cities by the end of the year.
I’m a lawyer-turned-yoga teacher and I play a business development role at Passport to Prana, which to me means dreaming big and not being afraid to stand traditional business practices on their head. And, yes, I do occasionally bust out a headstand while on the job.

How long have you worked with rock-it promotions?
We’ve been with rock-it promotions for three years–three very happy years!

What do you love most about your job?
I love that my job doesn’t feel anything like a job. I’m one of the lucky ones who can say I followed my passion rather than doing what was expected. Also, it doesn’t hurt that my co-workers are all talented, creative, funny and kind people who share my enthusiasm for the work we do.

What do you like least about your profession/industry?
Technical difficulties. Sure, they’re a fact of life for online businesses but they’re the one thing that threatens my yogic calm.

Photo courtesy of Cylla von Tiedemann

What’s your next big goal?
We always say we won’t stop until Passport to Prana gives you access to all yoga studios everywhere!

Why is public relations important to you and what you do professionally?
We know we have a great product but without PR nobody would know about it. PR puts us on the map and brings clients to our door.


Any other thoughts you’d like to share about your PR experience?
A PR professional who really “gets” what you do and is enthusiastic about working with you is worth her weight in gold.

A little more from the fourth floor:
Website: Etsy.com. Nice business model, nice execution, nice way to spend all my disposable income.
Designer: Berlin-based BLESS.
Book: Whatever I happen to be reading. At the moment it’s Black Swan Green by David Mitchell.
Snack: Too many to say–I’m a snack monster. I would be 300 pounds if I didn’t do yoga!
Season: Spring, Fall and everything in between.
Sexy: Shiny, happy people.
Inspiration: The yoga practice and the people who do it.
Drink: Jasmine tea.
Motto in two words: Breathe and smile (Russell Simmons taught me that one after a sweaty yoga class at Jivamukti Yoga School in NYC).
Idea of perfect happiness: The state of missing nothing.
Indulgence: Date night with my husband.
Greatest achievement: Hopefully still to come.

Passport To Prana is available in Vancouver, Victoria, Toronto, Ottawa, Montreal, Calgary and Edmonton and will launch in Winnipeg this August. This year, they have also launched Passport To Prana programs in the US cities including Boston, Chicago, San Francisco, Philadelphia, New York and Dallas.

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