Self-Employed Mum Life: Jenna, GoodGood Yoga

Month two of The Self-Employed Mum Life, and I am soooo excited to share this incredible interview with you!

I first met Jenna towards the end of my pregnancy, when I started teaching yoga at GoodGood, and it honestly felt like the most unique and magical place from the moment I stepped into it.

I couldn't wait to chat with her about GoodGood Yoga in more detail, about the juggle of being a Self-Employed Mum, and I absolutely loved reading her incredible, honest and inspiring words below.

Meet Jenna Armitage, the founder of GoodGood Yoga in Balham.

Jenna, Founder of GoodGood Yoga

Hey Jenna,

Tell us about GoodGood, where did your idea of creating an Infrared-heated yoga studio come from and how long had you been thinking about it before you launched it?

Honestly, GoodGood was born out of a very personal moment of reinvention. I’d moved to London, lost a job I loved, had a baby, and suddenly felt this deep sense of disconnection in a city that never stops moving. I missed community, missed movement that felt nourishing rather than punishing. I’d practiced hot yoga since I was 13—through injuries, competitive sport, big life shifts—so it always felt like home. But I couldn’t find a space here that brought together fitness, soul, and sweat without being overly spiritual or performative. I wanted to create something that felt real, inclusive, beautiful—and that’s where the vision for GoodGood came from. It lived in my head for a long time, I genuinely always dreamt of teaching and owning my own studio since I was in my teens, but it took hitting pause in my corporate career to give myself permission to actually build it.

What did it feel like when you left your corporate job to set up your own business?

Terrifying, exhilarating, completely unglamorous, and the most ‘me’ I’ve ever felt. I think we romanticise quitting jobs to follow our passions—but the truth is, I left because I didn’t feel like I had another option. I was 6 months pregnant when I lost my job and interviewing during that period brought on loads of emotions. When I had a baby, I didn’t know who I was in this new version of myself, and the thought of going back to a desk and a job that no longer aligned made my chest tighten. So I leapt—not because I felt brave, but because I knew something had to change. And building GoodGood gave me a reason to believe in myself again. It was messy and magical in equal measure.

I loved meeting your gorgeous little girl the other day, how do you find running a yoga studio alongside being a toddler mum (a pregnant toddler mum at that - you superwoman!)?

Firstly—thank you! She is my wild, beautiful little muse. And running GoodGood while raising her (and growing another!) is a lot. There are days where I feel like I’m thriving, and others where I’m late for pickup with stains on my jumper and 37 unread emails. I’ve learned to embrace the juggle, but I also fiercely protect boundaries—like mornings with my daughter, or weekends off my phone. What’s kept me grounded is remembering that both motherhood and this studio came from the same place: wanting to build something meaningful. Even on the hard days, I wouldn’t trade it.

What are the main obstacles you’ve found in being a self-employed mum, and how have you overcome them?

Time and guilt—the two trickiest ones. When you’re self-employed, especially in wellness, the work never really ends. And as a mum, the need to be fully present never goes away either. I’ve had to unlearn the idea that being stretched thin means I’m doing enough. I’ve created rhythms that honour both parts of my life—batching my days, hiring help, giving myself grace. And I’ve made peace with the fact that some seasons are more mum, some are more business. There’s no perfect balance—just intention and a lot of deep breaths.

What would you say are the “highs and lows” of running your own business as a mum?

The highs? Watching my daughter grow up around strength, passion, and purpose. Creating a space that reflects my values. Seeing people walk into GoodGood and leave transformed—it’s everything. The lows? The loneliness. The pressure. The constant sense that you should be doing more—at work, at home, everywhere. But those low moments are also where I’ve grown the most. They’ve taught me to ask for help, to celebrate small wins, to stop waiting for ‘balance’ and just live in the flow.

What words of wisdom would you give to other mums thinking of setting up their own business?

Start before you’re ready. You don’t need the perfect business plan, or branding, or childcare schedule. You need belief—and a willingness to figure it out as you go. Let your motherhood be your superpower, not your obstacle. You already know how to hold chaos and beauty in the same breath. Build something that feels true to you, not what you think it should look like. And remember—community is everything. Find your people, ask questions, lean in. You’re not alone.

Find out more about GoodGood Yoga at https://www.goodgoodyoga.com

or check them out on Instagram: @goodgood_yoga