In Conversation with Jenna Armitage: Founder of GoodGood Studio
When we first connected with Jenna Armitage founder of GoodGood Studio, London's infrared yoga and Pilates space across Balham and Wimbledon we recognised something familiar: a shared belief that the most effective rituals are the ones you can actually keep.
GoodGood sits across Sculpt, Flow and Restore a rhythm rather than a regime. It's built around a philosophy that mirrors our own. Not more. Not harder. Just smarter, more considered care for the body you live in. We sat down with Jenna to talk about the studio, lymphatic health and how she looks after herself and why she thinks the most underrated wellness practice costs nothing at all.
Can you tell us a little about yourself and what inspired you to create GoodGood Studio?
I’ve been practicing yoga and Pilates, primarily yoga, since my teens. It started quite functionally. I was playing competitive sport through university in the US, and yoga became a way to rehabilitate injuries and stay physically balanced. But what stayed with me, and ultimately shifted everything, was the mindfulness element.
There’s something incredibly powerful about the way yoga invites you to observe your own energy and, over time, to change it. That idea, that you can alter how you feel, how you move through the world, simply by becoming more aware, had a profound impact on me.
GoodGood was born from that. I wanted to create a space that felt both grounding and energising, somewhere that supported people physically, but also gave them the tools to feel more connected to themselves. The mindfulness practice that sits within yoga now runs through everything we do, across every class.
GoodGood is built around Sculpt, Flow and Restore, how did that come together?
It came from recognising a gap in how most of us approach movement. There’s a tendency to gravitate towards intensity — sculpt, HIIT, cardio — and I was very much part of that mindset. But over time, I realised that constantly pushing the body without giving it space to process and release creates a kind of internal imbalance.
Sculpt, Flow and Restore are designed to work together as a rhythm — something cyclical rather than extreme. Sculpt builds strength and heat, Flow allows that energy to move, and Restore gives the body a place to soften and recalibrate.
Restore feels like the outlier in most studios. What does it mean to you personally?
Restore, for me, is the most essential — and often the most overlooked. It’s where the nervous system can actually settle. It’s where the body integrates the work you’ve done. And it’s often where people feel the most resistance, which usually means it’s exactly what they need. "It's less about following trends, and more about working with practitioners who have depth of knowledge and a genuine connection to what they're offering."
You bring in practices like infrared heat, mushroom resets, and lymphatic rituals, how do you decide what earns a place at GoodGood?
I’ve always been interested in understanding both the science and the experience behind a practice. Being married to a doctor means there’s a constant exposure to a very evidence-based way of thinking, which I value. But I also think that purely Western approaches can sometimes feel reductive and they don’t always leave room for intuition, or for the more nuanced ways people experience their own bodies.
What I’ve tried to build at GoodGood is a bridge between those two worlds. A space where practices are grounded enough to feel credible, but open enough to allow for exploration.
Everything we introduce is something I’ve personally spent time with. Lymphatic massage, for example, was part of my world from a very young age through sport, long before it became more widely recognised. Mushroom supplements are something I’ve taken consistently for years and have used frequently to help with sleep.
It’s less about following trends, and more about working with practitioners who have depth of knowledge and a genuine connection to what they’re offering. My role is to create a space where that expertise can be shared in a way that feels considered, accessible, and aligned with the wider GoodGood philosophy.
Lymphatic health bridges inner wellness and outer results — why did you feel this was a conversation worth having in the studio space?
I think the line between wellness and beauty has become increasingly blurred, but also increasingly complicated.
There’s a sense that maintaining your skin, your energy, your overall wellbeing requires constant intervention, and often at a significant cost. What I’m interested in is simplifying that conversation.
Lymphatic work is a really interesting entry point because it connects internal function with visible results. When the system is supported, you see it — in the skin, in the face, in overall vitality.
More importantly, these are practices that can be learned and repeated at home. There’s something quite empowering about that. It shifts the focus from dependency on treatments to understanding your own body and building small, consistent rituals that support it over time.
What do you think IRÄYE and GoodGood share in terms of values?
There’s a shared emphasis on ritual — not in an abstract sense, but in a very practical, integrated way.
Both Iräye and GoodGood are focused on creating experiences and products that fit into real life, rather than sitting outside of it. There’s also a mutual appreciation for longevity — for practices that support you over time, rather than offering a quick, temporary fix.
It’s about refinement rather than excess. Thoughtful, considered approaches that allow people to feel more connected to themselves, rather than overwhelmed by options.
Jenna is clear-eyed about what's sustainable. Two young children and two studios don't leave room for elaborate routines — and she doesn't pretend otherwise.
What does your personal wellness routine actually look like?
"It's intentionally minimal. I've had to let go of the idea of a 'perfect' routine and focus instead on what's sustainable. I tend to anchor my day with small rituals — something in the morning to reset, something in the evening to wind down. Breathwork, walking, movement when I can fit it in. I trust that the baseline of consistency is enough."
One practice everyone should know about but most people are still sleeping on?
"Breathwork. It's one of the simplest tools we have, but also one of the most underused. Most people are operating in a very shallow breathing pattern, which keeps the body in a low-level state of stress. Something as simple as slowing the breath can have an immediate impact — on the nervous system, on focus, on overall energy."
You favourite IRÄYE ritual?
The eye patches.
They’re one of those small additions that feel both effective and realistic. I can apply the serum, put the patches on, and carry on with everything else — which, at this stage of life, feels essential.
They fit into the idea of ritual without requiring extra time, which is ultimately what makes something sustainable.
The Lymphatic Face Lift Ritual — Join us at GoodGood Studio
Through massage, lymphatic techniques and acupressure, you'll learn to release tension, encourage drainage and restore natural lift — with techniques simple enough to carry home. Every guest will receive discovery set from IRÄYE.
•19 April , Sunday (15.00-17.00) — Book Wimbledon
•26 April, Sunday (15.00-17.00) — Book Balham
New to GoodGood? They offer two intro options for IRÄYE readers — either 2 classes for £30, or 2 weeks of unlimited classes for £65. - Claim Intro Offer
