We were lucky to catch up with Susannah Anderson and Brittany Forman | CircleMoms recently and have shared our conversation below.

Susannah Anderson and Brittany Forman, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

CircleMoms was founded because we recognized the need for postpartum support in our own community. While there were a few lactation groups and one-off support groups available, as first-time mothers, we desired something more comprehensive. We wanted a holistic approach that would allow us to form a community with other mothers experiencing the same milestones, and incorporate various topics of conversation related to the first few months after childbirth.

Because we were personally going through this stage of life, we felt incredibly passionate about extending this support to our friends and women in San Francisco. This is where we initially launched CircleMoms. We started with a simple approach. We hired a doula whom we had personally used and trusted to create a warm and safe space for mothers to learn and share their experiences. Additionally, a friend who owned a bar studio graciously allowed us to use her space to host our first circle. We developed a program based on what we, as new mothers, would want, and then it was time to spread the word.

Initially, we marketed our circle to our friends and family, and gradually reached out to postpartum doulas, pediatricians, and even our personal obstetrician (whom we shared). Wherever we went, we carried flyers in our bags and distributed them to pregnant women or moms with newborns. Our first circle had eight mothers, which was incredibly exciting. We encouraged these women to share their experiences with CircleMoms within their own network of pregnant friends and co-workers. Our approach was grassroots from the beginning, and much of our promotion remains that way to this day.

The development of our circles into what they are today is a result of the constructive criticism we have received from past participants. We are quick to make changes that better serve the needs of our mothers. Since the beginning, we have surveyed circle participants after each group to gather feedback and improve our offerings.

As our circles began to effortlessly fill in San Francisco, we realized it was time to take our business to the next level. During the pandemic, we transitioned to virtual support and started assisting women nationwide. Subsequently, mothers from different cities began requesting in-person groups, prompting us to expand our business beyond the San Francisco circle. Currently, we have established ourselves in several cities since our launch in 2018. This growth has required us to expand our systems, such as payroll, email marketing, social media, and ticket processing. However, we strive to maintain simplicity wherever possible. Throughout our journey, from the initial launch until today, we continuously ask ourselves and our team, “Does this bring joy and fun?” It is this energy that propels us forward in our business.

Susannah Anderson and Brittany Forman, 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?

We (Brittany Forman and Susannah Anderson, the founders of CircleMoms) met in 2017 while working at Parsley Health as health coaches. After becoming mothers ourselves in 2018, we became passionate about the intersection of wellness and motherhood. We realized the importance of postpartum support and the need for a community of mothers in the newborn phase to connect and learn from one another.

What sets us apart is our commitment to creating a supportive and empowering environment for mothers. We understand that many women may not have friends or acquaintances in the same stage of life when they have newborns, and it can be challenging to find relatable conversations about feeding, soothing, and the early stages of motherhood. That’s why we wanted to provide a space where women can be seen, heard, and supported by others going through the same milestones. By sharing this collective journey, we believe the postpartum experience becomes more enjoyable and manageable.

Our journey began in San Francisco in 2018 with the establishment of our first circle, and we have since expanded to various locations. Currently, we have circles meeting in Buckhead, Greenwich (CT), Old Greenwich (CT), Stamford (CT), Darien (CT), Miami (FL), Tiburon (CA), Denver (CO), Charleston (SC), Santa Monica (CA), and Short Hills (NJ), with plans for more in the future.

At CircleMoms, our circles are intentionally designed and led by postpartum doulas and local specialists who provide support tailored to each mother and baby. We want every mom to feel confident in their choices and to trust their own “mama intuition” because ultimately, they know what’s best for themselves and their babies. But beyond the practical support, our main goal is to foster friendships among the mothers who attend our circles. It brings us immense joy when we see moms tagging us in pictures of them together, even years after their circle experience. This is the heart of our work, and it’s what fuels our passion for what we do.

We take pride in creating a space where mothers can find the support, connection, and knowledge they need during the postpartum period. We believe that by providing a nurturing community, we can make a positive impact on the lives of mothers and their families.

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

Covid presented us with a challenging time, but it also offered an opportunity for us to pivot and adapt. One significant pivot we made was transitioning to the online space, which we hadn’t previously considered. This shift allowed us to connect with women across the country and provide them with the support and connection they were seeking during the early postpartum period. It was during this time that we recognized the widespread demand for our services and decided to expand beyond our initial San Francisco circle.

While virtual circles served an essential purpose during the height of the pandemic, we noticed that most moms were craving and ready for in-person circles once again. Understanding this need, we worked towards fulfilling it by introducing our circles in new cities. To achieve this, we sought out moms from different parts of the country who were willing to help us launch CircleMoms in their own communities. We provided them with training on the format and supported them with marketing. This approach allowed us to reach a much larger number of moms and extend our impact.

The ability to pivot and adapt has been instrumental in our growth and success. By embracing online platforms and expanding our reach beyond San Francisco, we have been able to meet the needs of countless moms seeking connection and support during their postpartum journey.

Any insights you can share with us about how you built up your social media presence?

Our advice would be to simply start. You don’t have to aim for perfection right from the beginning; what matters is being clear about the service you provide. Authenticity is key – the more genuine your pictures and captions are, the more likely people will be interested and take the next step to learn more about what you offer. On our Instagram, we primarily showcase what our circles look like and the topics that are discussed within them. While we initially experimented with other content like funny reels, pictures of our personal families, or funny quotes, we ultimately decided to keep it simple and focus on sharing information about our services. Interestingly, many of our participants mention that they discovered us through Instagram, so it seems to be an effective platform for us.

Contact Info:

• Website: www.circlemoms.com
• Instagram: instagram.com/circlemoms_