We were lucky to catch up with Samantha Rosenberg recently and have shared our conversation below.

Samantha, thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At Slumber Squad, we take a completely personalized, judgment-free approach to sleep support for all families, as well as for neurodivergent children and those with medical complexities, which is often where the industry falls short. While many pediatric sleep consultants follow rigid, one-size-fits-all frameworks or push families toward cry-it-out solutions, we slow down. We take time to understand each family’s values, goals, and challenges. Some parents want full support; others just want a bit of guidance. Some kids need sensory accommodations. Others are learning to sleep without a feeding tube for the first time.

We also offer support well beyond infancy, extending up to age 10 for neurodivergent children, which is incredibly rare in the industry. We believe good sleep isn’t just about routines and wake windows. It’s about connection, regulation, and helping children feel safe and supported as they grow.

This difference matters because it gives families the freedom to parent in alignment with their values, while still getting the rest they desperately need.

Samantha, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Sam, founder of Slumber Squad, certified pediatric sleep consultant, and mom of two. I specialize in helping families with children ages 0–6 (and up to age 10 for neurodivergent kids) get the rest they need through personalized, judgment-free sleep support.

I started this business after working for several years at one of the leading sleep companies in the U.S., where I supported thousands of families one-on-one and as a part of a team. I saw firsthand how many parents were feeling burned out, shamed, or simply dismissed by traditional approaches to sleep training. Many programs took a rigid, one-size-fits-all route, and it just didn’t work for every family, especially those with medical concerns or neurodivergent children. I knew there had to be another way.

That’s why I created Slumber Squad, a compassionate alternative rooted in evidence-based strategies and real-life flexibility. My approach blends developmental science, responsive parenting, and a deep understanding of sensory and regulatory needs. Whether your child is in the newborn fog or struggling with toddler sleep resistance, I offer both digital resources and custom 1:1 support to meet you where you’re at.

Slumber Squad currently offers:

Personalized 1:1 sleep coaching packages for every budget (we offer payment plans too!)
A personal sleep coach, newborn care specialist and parent coach
Digital sleep guides and video courses
Support tailored for medically complex and neurodivergent children
Classes and workshops for families and childcare centers
I’m most proud of the trust families place in me, and my team, especially when they feel like they’ve tried everything. I’ve helped clients rebuild sleep after trauma, work through developmental delays, and support children with autism, ADHD, reflux, sensory challenges, or disrupted attachment.
If there’s one thing I want people to know, it’s that you’re not doing it wrong, your child is just trying to communicate something. And together, we can figure it out.

How about pivoting – can you share the story of a time you’ve had to pivot?

Before founding Slumber Squad, I spent years working in the film industry as a celebrity hairstylist. It was fast-paced, and filled with creativity, but when I found out I was pregnant right as the world was going into lockdown, everything changed. Like so many others, I had to completely pivot.

At the time, it felt overwhelming, I was suddenly cut off from the industry I had built my career in, and like many new moms, I was thrown into the deep end of sleep deprivation, identity shifts, and uncertainty. But that experience ended up being the biggest gift. It opened the door to what would become my true calling.

Helping families navigate sleep challenges lit a fire in me that no red carpet ever did. I went on to become a certified pediatric sleep consultant, supporting thousands of families around the world, and eventually launching Slumber Squad. That unexpected pivot pushed me to build something deeply meaningful that continues to impact lives every day. I’m endlessly grateful for it.

What’s worked well for you in terms of a source for new clients?

Hands down, the best source of new clients for me has been word of mouth. Moms trust other moms, and when a parent finds something that truly helps, especially when it comes to sleep, they talk about it. I’ve been incredibly lucky to have families I’ve worked with share their experience with friends, in moms’ groups, and even online forums. That kind of organic trust-building is something no ad can compete with. It’s the ultimate compliment, and the most powerful kind of marketing there is.

Contact Info:

• Website: https://www.slumbersquadsleep.com
• Instagram: @slumbersquadsleep
• Facebook: Slumber Squad
• Linkedin: Sam Rosenberg