In 2005, YuMee Chung sat down for lunch with a
friend and fellow yoga studio owner. The conversation that transpired would plant the seed for a grassroots
movement that today spans the continent.
“We were talking about ways that we could come
together in the community to promote yoga rather than competing against each other. In a way that's a pretty
radical concept: To support each other and to send more business to your competitor, on the understanding
that it'll nourish the whole community,” Chung
told Lifestyler in 2009.
From that notion evolved Passport to Prana, a multi-studio yoga pass for yogis of all
levels of skill and experience. Pay the card’s one-time fee of $20 or $30 (depending on the city) and you’re
entitled to one free class at each of the participating yoga studios. Curious about Ashtanga? Sizing up
Sivananda? It’s a commitment-free way to explore the range of yoga styles and studios in
town.
The Passport debuted in Toronto with just eight studios. Within a few years, eight
became 50, then nearly 70. Local also became national, as the program found footing in other Canadian cities
including Vancouver, Ottawa and Montreal.
Since
Lifestylerspoke with Chung in ’09, the program has expanded into the U.S., with 14 locations
springing up from coast to coast. “[We] have grown exponentially since introducing the Passport to Prana to
San Francisco and New York City,” said Chung when we caught up with her recently. “We've been thrilled at the
reception our grassroots movement is receiving stateside.”
Most recently, Los
Angeles, San Diego and, in Canada, Winnipeg have joined the list of participating cities. Chung says they are
also eyeing an Atlantic Canada Passport in “the not-too-distant future.”
Another step forward in
Passport to Prana’s evolution: The introduction of a “rolling deadline” that gives the cardholder a full 12
months from the date of activation to visit yoga studios. The new function would replace the set launch and
expiry date for each city. “This offers Passport holders greater flexibility and even more time to explore
their yoga community,” Chung said. “Toronto was chosen as a test city [and] we will be rolling this out to
all our cities as they are renewed. This means all our Canadian cities will be on a rolling 12-month deadline
as of the end of the year.”
For those seeking “more
yoga, less waste,” Passport to Prana allows cardholders to renew their cards online once they’ve expired.
Save on shipping, cut back on waste and, what’s more, a portion of the proceeds from each Passport renewal is
donated to Evergreen, a not-for-profit organization devoted to making cities more livable by forging a
stronger link between people and nature.
A simple idea — born
locally, based on a philosophy of fellowship — has grown into a 22-city (and counting) phenomenon connecting
yoga studios with a wider community than ever before. “We continue to be surprised and delighted by the
growth in each of our cities,” Chung said. “Studios are now thinking of Passport to Prana as an integral part
of their marketing strategies and also as a way to give back to the community.”
For more
information, visit passporttoprana.com •
Photo Courtesy: Ella
Cooper
