Since founding The Morpheus Clinic for Hypnosis in 2006, Luke Chao has brought innovation to the field of hypnotherapy, first with his clinic in Toronto and now with Hypnotizr, an online hypnosis service that seeks to make custom hypnosis affordable. He is a member of The Association of Registered Clinical Hypnotherapists Canada and certifies new hypnotherapists through the association. He has appeared on CityTV, CFRB, CUIT, The Toronto Star and Now Magazine. Through his businesses, he seeks to bring legitimacy to hypnotherapy using an approach called "results-based hypnosis."