JAMIE LUGO: Embodiment Coach, yoga teacher, and mom 🧘🏼‍♀️

Our Forward Founder, Jamie Lugo, her soulful brand is more than a coaching practice—it’s a sanctuary. Through a powerful fusion of nervous system healing, spiritual depth, and embodied leadership, Jamie guides women who are ready to release the patterns that keep them stuck and step into a more aligned, grounded version of themselves.

FORWARD FOUNDER FEATURE

@BEINGJAMIELUGO

JOIN THE CACTUS MOON RETREAT >>> JAMIELUGO.COM 

JAMIE LUGO: Embodiment Coach, yoga teacher, and mom 🧘🏼‍♀️

FORWARD FOUNDER FEATURE

Our Forward Founder, Jamie Lugo, her soulful brand is more than a coaching practice—it’s a sanctuary. Through a powerful fusion of nervous system healing, spiritual depth, and embodied leadership, Jamie guides women who are ready to release the patterns that keep them stuck and step into a more aligned, grounded version of themselves.

JOIN THE CACTUS MOON RETREAT >>> JAMIELUGO.COM 

@BEINGJAMIELUGO

FOUNDER STORY & BRAND DNA🌸

I’m building more than a business—I’m building a movement. A movement for women ready to stop performing and start living from a deeper place of embodied truth.

A body of work that integrates nervous system healing, spiritual clarity, and intentional embodiment—so transformation isn’t just something we talk about, but something we live.

What are you building, and why does it matter to you?
BFF-LEVEL
POSITIONING 🤗

Expansion. I have spent the last year really honing my product suite and getting to know my clients on a deep level. Now I am expanding my offerings for who they are and what they need. I am also always doing DEEP work on myself so creating products that are growing and expanding with me is very important.

What stage of business are you in right now?

A brand that models the very healing it offers—raw, real, grounded, and heart-led.

Most of all, I’m building a ripple effect. Because when one woman comes home to herself, she brings that wholeness into every space she walks into.

This work matters because I’ve lived what so many of my clients feel:

The pressure to perform. The silence of depression. The exhaustion of trying to hold it all together.

I spent years pushing, perfecting, and pleasing. Until I realized healing wasn’t about trying harder—it was about feeling again. Slowing down. Reconnecting with my body. And letting myself be seen—messy, tender, powerful, whole.

This is about more than self-help.
It’s about self-return—to joy, power, and the full, embodied self.

Describe your BFF-customer:

TAKING IMPERFECT ACTION 🕺🏽

What Creating Forward win are we celebrating this year so far? Big or small.

I faced what went wrong with honesty and compassion. I let myself feel the sting of it without spiraling into shame or self-doubt. And then I chose to move forward. Not to prove anything. Not to “make up” for it. But because I deeply believe in this work. I rebooked another retreat soon after—not from a place of needing redemption, but from a place of alignment and trust. My integrity wasn’t in getting everything right—it was in being willing to learn, stay present, and keep showing up. That’s the kind of leadership I practice and teach now: not perfection, but resilience. The courage to stay with yourself, especially when things don’t go the way you hoped.

Celebrating myself for asking for help. I used to be a lone wolf, thinking that I had to do it all alone. But this year I really ASKED FOR HELP in

CREATING FORWARD WINS  🏆

What stops you from taking action?
How do you overcome this?

The work I’ve done around this, I owe entirely to IFS (Internal Family Systems/Parts work). Through this process, I’ve really learned to love my perfectionist part. She’s not the enemy—she’s a protector. And now, I can take imperfect action without freaking out or quitting. I can hear her voice without letting her run the show.

What is one founder challenge you think deserves more airtime?

Same as me! Taking messy imperfect action toward their goals. Also, “imposter syndrome” is prevalent in my industry. Especially for women! Another one is feeling like “someone has already done that”/ fear of an over saturated market. No one brings your special unique gift like YOU!

What stops other founders in your community from taking action?

The fact that almost every founder I know is wearing all the hats in their business. From CEO, to accountant to IT support, founders do it all and thats not and easy thing to balance. Not to mention many of us are moms, wives, sisters etc. SO MANY HATS!

MOVING FORWARD TOGETHER 🫶🏽

How do you stay grounded or connected when the business stuff feels heavy?

What’s a mindset shift that’s changed how you show up as a founder?

Sales IS SERVICE. I used to hate selling my offerings. But when I reframed my offerings around helping others and giving them what they desperately are seeking, I lost the shame around selling and really starting owning the impact and value of my product suite.

My nervous system tools, my yoga practice, spending time in nature and with my family all of these bring me back to what matters most.

IFGT CONFIDENCE and  MINDSET 🧠

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?


Definitely getting clearer on my niche and letting go of the idea that what I’m creating is for everyone. “If you try to please everyone, you’ll end up pleasing no one.”
In business, it’s so easy to fall into the trap of making your offerings “for everyone.” But when you’re constantly trying to make yourself more palatable, more digestible, more relatable—and creating from a place of pleasing—you begin to lose integrity and authenticity. Stay true to yourself. Not everyone will like you, and it’s not your job to convince them.

What do you want to offer the community?

Practical tools for self-healing, so that everyone in my orbit has a toolkit for when life is 'life-ing'—helping them access the inner resources to expand and evolve through difficult times.

PAYING IT FORWARD 🦋

What’s the next big thing on your priority list?

My women’s retreat this Fall in Joshua Tree!

Join my newsletter through my website www.jamielugo.com and follow on instagram @beingjamielugo

Hi, I’m Jamie. I’m a trauma-informed women’s embodiment coach, yoga teacher, and mom—and everything I do is rooted in helping women come home to themselves.

My work lives at the intersection of nervous system healing, spiritual growth, and practical embodiment. I support women who feel like they’ve outgrown the patterns of people-pleasing, overthinking, or shrinking themselves—and are ready to live more fully, freely, and in truth.

Whether I’m guiding clients through somatic coaching, leading retreats, or teaching on a yoga mat, my mission stays the same:
To create spaces where women feel safe enough to be real, brave enough to be seen, and supported enough to grow into everything they already are.

When it comes to your Sticky Brand DNA 

I sit at the intersection of spiritual depth and practical embodiment. While many coaches focus solely on mindset or surface-level motivation, I guide women into their bodies—into the felt experience of healing, clarity, and self-worth. My work bridges nervous system regulation, emotional processing, and values-based living with deep spiritual principles. I help women who’ve already done the therapy, the journaling, the meditations—and still feel stuck—finally integrate the work in a way that lands, lasts, and liberates. I’m not just offering tools; I’m offering transformation that moves from the inside out.

She’s smart, self-aware, deeply spiritual and no BS—but she’s exhausted. She’s done the inner work. She has the books, the therapist, the affirmations—but still feels like something isn’t clicking.

Her life feels good but not GREAT. She’s often stuck in her head, over-analyzing everything, while her body screams for rest, safety, and truth. She’s a recovering people-pleaser. She minimizes herself, questions her needs, and feels guilty when she chooses herself. She’s craving a soft but powerful place to land—a space where she can stop performing and start listening.

She wants to feel connected to her intuition again. She wants to trust herself with big decisions. She doesn’t want a hype coach—she wants a guide who sees her, gently challenges her, and invites her into the truth she’s already carrying. She doesn’t need more information. She needs integration. And she’s ready to come home to herself.

What is your unique position in the market?

Integration is the real magic.

Growth isn’t about fixing. It’s about reclaiming the truth beneath the noise, the patterns, and the pressure to be more or different.

You don’t need to become someone else. You need to remember who you already are.

We honor the body's wisdom. We slow down. We build capacity. And only then do we shift.

Your nervous system sets the pace.

Every time you honor what matters to you, you’re saying I matter. You’re wiring in worthiness, trust, and belonging from within.

Values are not just concepts—they’re practices.

What unique perspectives or philosophies does your brand have?

Insight is great, but embodiment changes everything. This work is about living the truth—not just understanding it.

What are the core elements or catalyst moments of your founder story?

In 2021, after becoming a mother and building the “dream life,” I found myself in a dark night of the soul. My spiritual tools no longer worked the way they once had. I felt disoriented, disconnected, and unsure where to turn.

This unraveling became the doorway into deeper truth. I began integrating nervous system healing, parts work, somatics, and values-based alignment—and slowly, I returned to myself.

I realized my purpose wasn’t about performance or doing—it was about being in integrity with who I am, moment by moment. And I knew I had to share this reclamation with other women.

all the ways. From logistics, to hiring a messaging expert, to doing really deep somatic and embodiment work with my coaches and to creating a community that I can reach out to anytime when I have questions.

I am have a perfectionist part and she tries to stop me from everything! She truly thinks that if it's not perfect I should just quit. (and we all know she is a liar, lol.)

I overcame this through deep, daily work with her—my perfectionist part. Instead of rejecting her, I learned to integrate her. I started meeting her needs, getting to know what she was truly afraid of—not being worthy, not being accepted.

JOIN THE CACTUS MOON RETREAT

MOVING FORWARD  🫶🏽

FOUNDER STORY & BRAND DNA🌸

bff-level positioning 🤗
Describe your BFF-customer:

What’s a challenge you recently overcame that other people might find helpful to know about? What helped you overcome it?

CREATING FORWARD WINS 🏆

I faced what went wrong with honesty and compassion. I let myself feel the sting of it without spiraling into shame or self-doubt. And then I chose to move forward. Not to prove anything. Not to “make up” for it. But because I deeply believe in this work. I rebooked another retreat soon after—not from a place of needing redemption, but from a place of alignment and trust. My integrity wasn’t in getting everything right—it was in being willing to learn, stay present, and keep showing up. That’s the kind of leadership I practice and teach now: not perfection, but resilience. The courage to stay with yourself, especially when things don’t go the way you hoped.


What Creating Forward win are we celebrating this year so far? Big or small.

Celebrating myself for asking for help. I used to be a lone wolf, thinking that I had to do it all alone. But this year I really ASKED FOR HELP in all the ways. From logistics, to hiring a messaging expert, to doing really deep somatic and embodiment work with my coaches and to creating a community that I can reach out to anytime when I have questions.

What stops other founders in your community from taking action?

TAKING IMPERFECT ACTION 🕺🏽

Same as me! Taking messy imperfect action toward their goals. Also, “imposter syndrome” is prevalent in my industry. Especially for women! Another one is feeling like “someone has already done that”/ fear of an over saturated market. No one brings your special unique gift like YOU!

What is one founder challenge you think deserves more airtime?

The work I’ve done around this, I owe entirely to IFS (Internal Family Systems/Parts work). Through this process, I’ve really learned to love my perfectionist part. She’s not the enemy—she’s a protector. And now, I can take imperfect action without freaking out or quitting. I can hear her voice without letting her run the show.


What stops you from taking action?
How do you overcome this?

I am have a perfectionist part and she tries to stop me from everything! She truly thinks that if it's not perfect I should just quit. (and we all know she is a liar, lol.)

I overcame this through deep, daily work with her—my perfectionist part. Instead of rejecting her, I learned to integrate her. I started meeting her needs, getting to know what she was truly afraid of—not being worthy, not being accepted.

What’s the next big thing on your priority list?

My women’s retreat this Fall in Joshua Tree!
Join my newsletter through my website www.jamielugo.com and follow on instagram @beingjamielugo

IFGT CONFIDENCE & MINDSET 🧠

How do you stay grounded or connected when the business stuff feels heavy?

My nervous system tools, my yoga practice, spending time in nature and with my family all of these bring me back to what matters most.

What’s a mindset shift that’s changed how you show up as a founder?

Sales IS SERVICE. I used to hate selling my offerings. But when I reframed my offerings around helping others and giving them what they desperately are seeking, I lost the shame around selling and really starting owning the impact and value of my product suite.

PAYING IT FORWARD 🦋

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?


Definitely getting clearer on my niche and letting go of the idea that what I’m creating is for everyone. “If you try to please everyone, you’ll end up pleasing no one.”
In business, it’s so easy to fall into the trap of making your offerings “for everyone.” But when you’re constantly trying to make yourself more palatable, more digestible, more relatable—and creating from a place of pleasing—you begin to lose integrity and authenticity. Stay true to yourself. Not everyone will like you, and it’s not your job to convince them.

What do you want to offer the community?

Practical tools for self-healing, so that everyone in my orbit has a toolkit for when life is 'life-ing'—helping them access the inner resources to expand and evolve through difficult times.

Through coaching, somatic work, and intentional community, I help women not just understand their patterns, but move through them—so they can lead lives that feel powerful, grounded, and true.

Whether I’m teaching on a yoga mat, facilitating a retreat, or coaching 1:1, my aim is always the same: to create a space where women feel safe enough to be real, brave enough to be seen, and supported enough to grow into everything they already are.

What are you building, and why does it matter to you?

Expansion. I have spent the last year really honing my product suite and getting to know my clients on a deep level. Now I am expanding my offerings for who they are and what they need. I am also always doing DEEP work on myself so creating products that are growing and expanding with me is very important.

What stage of business are you in right now?

What is your unique position in the market?

I sit at the intersection of spiritual depth and practical embodiment. While many coaches focus solely on mindset or surface-level motivation, I guide women into their bodies—into the felt experience of healing, clarity, and self-worth. My work bridges nervous system regulation, emotional processing, and values-based living with deep spiritual principles. I help women who’ve already done the therapy, the journaling, the meditations—and still feel stuck—finally integrate the work in a way that lands, lasts, and liberates. I’m not just offering tools; I’m offering transformation that moves from the inside out.

When it comes to your Sticky Brand DNA 
She’s smart, self-aware, deeply spiritual and no BS—but she’s exhausted. She’s done the inner work. She has the books, the therapist, the affirmations—but still feels like something isn’t clicking.

Her life feels good but not GREAT. She’s often stuck in her head, over-analyzing everything, while her body screams for rest, safety, and truth. She’s a recovering people-pleaser. She minimizes herself, questions her needs, and feels guilty when she chooses herself. She’s craving a soft but powerful place to land—a space where she can stop performing and start listening.

She wants to feel connected to her intuition again. She wants to trust herself with big decisions. She doesn’t want a hype coach—she wants a guide who sees her, gently challenges her, and invites her into the truth she’s already carrying. She doesn’t need more information. She needs integration. And she’s ready to come home to herself.



What unique perspectives or philosophies does your brand have?

A brand that models the very healing it offers—raw, real, grounded, and heart-led.

Most of all, I’m building a ripple effect. Because when one woman comes home to herself, she brings that wholeness into every space she walks into.

This work matters because I’ve lived what so many of my clients feel:

The pressure to perform. The silence of depression. The exhaustion of trying to hold it all together.

I spent years pushing, perfecting, and pleasing. Until I realized healing wasn’t about trying harder—it was about feeling again. Slowing down. Reconnecting with my body. And letting myself be seen—messy, tender, powerful, whole.

This is about more than self-help.
It’s about self-return—to joy, power, and the full, embodied self.

Integration is the real magic.

Growth isn’t about fixing. It’s about reclaiming the truth beneath the noise, the patterns, and the pressure to be more or different.

You don’t need to become someone else. You need to remember who you already are.
We honor the body's wisdom. We slow down. We build capacity. And only then do we shift.

Your nervous system sets the pace.
Every time you honor what matters to you, you’re saying I matter. You’re wiring in worthiness, trust, and belonging from within.

Values are not just concepts—they’re practices.

Hi, I’m Jamie. I’m a trauma informed women’s embodiment coach, yoga teacher, and mom—and everything I do is rooted in helping women come home to themselves. My work sits at the intersection of nervous system healing, spiritual growth, and practical embodiment. I guide women who feel like they’ve outgrown old patterns—like people-pleasing, overthinking, or playing small—and are ready to step into a more alive, aligned version of themselves.

I’m building more than a business—I’m building a movement. A movement for women ready to stop performing and start living from a deeper place of embodied truth.

A body of work that integrates nervous system healing, spiritual clarity, and intentional embodiment—so transformation isn’t just something we talk about, but something we live.

What are the core elements or catalyst moments of your founder story?


Insight is great, but embodiment changes everything. This work is about living the truth—not just understanding it.

In 2021, after becoming a mother and building the “dream life,” I found myself in a dark night of the soul. My spiritual tools no longer worked the way they once had. I felt disoriented, disconnected, and unsure where to turn.

This unraveling became the doorway into deeper truth. I began integrating nervous system healing, parts work, somatics, and values-based alignment—and slowly, I returned to myself.

I realized my purpose wasn’t about performance or doing—it was about being in integrity with who I am, moment by moment. And I knew I had to share this reclamation with other women.


A recent challenge I overcame was having to cancel my retreat due to logistical mistakes and oversights. I had poured my heart into planning it, but behind the scenes, a few key details slipped through the cracks—timing, coordination, and communication just didn’t line up. It was disappointing and humbling, the kind of experience that could easily make you question your readiness or leadership. But instead of letting it define me, I stayed in the game.

The fact that almost every founder I know is wearing all the hats in their business. From CEO, to accountant to IT support, founders do it all and thats not and easy thing to balance. Not to mention many of us are moms, wives, sisters etc. SO MANY HATS!


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