Beth James, Founder of Barefoot and Free Yoga and Wellness, on Building the Midwest’s Largest Yoga Festival from a Passion Project

Beth James is the founder of Barefoot and Free Yoga and Wellness, a community driven wellness brand that began as a vision in a sunny meadow and grew into the Midwest’s largest yoga and wellness festival. What started 13 years ago as a passion fueled idea has evolved into an annual gathering attracting more than 1000 attendees, over 100 teachers, and thousands of wellness leaders and small businesses.

With more than two decades of experience as a yoga teacher, Beth now leads festivals, retreats, intimate gatherings, and coaching programs that support both wellness seekers and industry leaders who want to build sustainable, aligned businesses.

Please share a brief introduction and your business:

Hi, I am Beth James a long time yoga teacher (over two decades) I started Barefoot and Free originally as a yoga festival set in the woods in Proud Lake, Michigan. My vision was to bring people together to combine all my personal favorite healing things: yoga, nature and community. I had no idea 13 years ago that this would become Midwest's Biggest yoga and wellness festival. 

We attract over 1000 + attendees, have over 100 teachers who specialize in health, movement and wellness. In addition to this summer experience, I host international and local retreats, smaller more intimate gatherings, mini-festivals, and networking community building opportunities.

My CEO journey eventually led me into coaching. Having worked with over 1000 leaders in the industry, on top of planning and executing hundreds of events and retreats around the world, I am passionate about helping others build their own communities and make a good living in the wellness field. I work with women on somatic and embodiment tools and techniques that I have found crucial to my own journey as a woman entrepreneur. I love being surrounded by other inspirational women & I am proud to be doing what I love .

Are you a mamaprenista?

Yes - I already shared a bit. My oldest is 12 and now I understand the saying; little kids - little problems; big kids -BIG problems. I will always choose them first. I won't get to go back and do childhood over. I don't miss their big events and I don't work when they get home from school.

Take us back to when you launched? What was your marketing strategy?

I am an accidental entrepreneur- I started my business with my yoga festival. I had no idea if it would become my business, so it most definitely hasn't gone as planned. I was pregnant with my first, standing up at my friend's wedding. Her location is where I host my festival; but at the time I just stood there in a sunny meadow surrounded by trees and thought this would be a perfect place to do yoga. After the wedding, I couldn't get it out of my head and just kept hearing a voice inside say go for it. I asked a friend for a small loan for the deposit and another friend to lend me money for a website & that is how I began. Fast forward 13 years later- my festival has had over 12,000 attendees, over 1200 presenters, supported over 1000 small businesses as vendors becoming the largest yoga festival in the Midwest.

Did you always know you wanted to be an entrepreneur?

nope! Ha I was just obsessed with yoga and traveling.

What accomplishments are you the most proud of to date in your business?

Staying here after 2020.

What is one thing you wish you had known when you started your Entreprenista journey?

To set up systems right away- it would save so much time and stress.

When hiring, what is your go-to interview question?

I always want to know their human design so I can look it up and see if it's a good match for me.

What did you do before starting your own business?

I have a BA in Anthropology but my main background is teaching yoga. I started my business because of my passion.

What made you take the leap to start your own business?

followed my passion

Do you have any recent wins?

Last year I added coaching those in the wellness industry- I see and have learned so much much from working with thousands of industry leaders; wellness is a different game. Most of the leaders didn't go into this for money or to own a business; they were passionate leads like myself. This means most struggle making this is a business. The paradox in this industry often means the leaders get burned out and unwell themselves. I started coaching them because I saw the need for them to make better choices and feel deserving to make a living helping people. I have coached over 30 leaders in wellness and witnessed their businesses grow. This has been a super rewarding and honestly FUN part of my business.

What's one app on your phone that you cannot live without?

gmail - because email is GOLD

Who are your customers?

People interested in feeling good & wanting more connections. People who love yoga and wellness . Women who are looking to learn more about feminine and masculine energy work. People in wellness looking for mentorship .

What's your top productivity tip?

Do the first thing on your list FIRST!

What's your favorite business tool?

Everything is figure -out -able. If I can't figure it out I will find someone who can.

What's your approach to work-life balance?

It is HARD. I have two daughters and it's important for me to remember why I work for myself after all; I want to be there for them. I work around their activities-it might mean my business grows slower but it's my life and I want to enjoy it. I prioritize healthy living- I splurge on classes, supplements, organic food, time with friends. I always have things on the calendar that I am excited about. I love what I do- I love events and being in spaces that feel real and expansion. I remember and revisit my why constantly.

How do you avoid burn-out?

I do daily movement practice ( it's mental health not just physical) .

What advice do you have for aspiring Entreprenistas?

Stay on the path, believe in your vision and lean on the community.

From launching her first festival with a small loan and a leap of faith to hosting over 12,000 attendees and supporting more than 1000 small businesses, Beth James has built Barefoot and Free Yoga and Wellness through passion, persistence, and community. Her journey reflects the power of following a calling and staying the course, even through challenges like 2020.

If you are a woman founder building something rooted in passion and purpose, Entreprenista connects you with a supportive community of leaders who understand the highs, the pivots, and the perseverance required to grow something meaningful. Learn more about joining Entreprenista League.