Today we’d like to introduce you to Georganne Youngclaus.
Hi georganne, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I didn’t wake up one day and decide to start a business. I built mamas play because I needed it to exist.
When I was pregnant with my son Leo, I lost my dad to suicide. A few months later the pandemic hit, I gave birth, and suddenly I was a new mom in complete isolation. No village. No safe space. No community. Just grief, postpartum depression, and a lot of “why does nobody talk about this part of motherhood?”
So I started dreaming about a place that wasn’t a chaotic playground or a cold coffee shop — but something elevated, warm, and real. A space where kids could play beautifully and safely, and moms could actually sit down, breathe, connect, laugh, cry, drink really good coffee, and not feel alone.
I didn’t have investors. I didn’t have a blueprint. I had vision, audacity, and a deep belief that moms deserved better.
I poured everything into building mamas play in New Jersey — from the retro aesthetic and soft-play space to the coffee bar, community events, postpartum resources, and the culture of genuine connection. It quickly became more than a business. It became a community hub. A safe space. A place where moms come in as strangers and leave feeling seen.
Today, mamas play is thriving, expanding, and evolving into something much bigger than four walls — with content, community, and platforms like Substack where I share the real side of motherhood, healing, ambition, and building a life and business at the same time.
My story is really about turning pain into purpose — and building what I once desperately needed, so other women don’t have to feel alone the way I did.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not even close. It’s been messy, emotional, expensive, exhausting, and completely worth it.
I built mamas play while grieving, navigating postpartum depression, learning how to be a mom, and figuring out entrepreneurship all at once — with zero roadmap. There were moments I was so overwhelmed I’d sit in my car before opening and just breathe through the anxiety.
Financially, it was scary. Pouring money into a vision before it’s profitable is a special kind of faith exercise. There were slow months, unexpected costs, staffing headaches, tech breakdowns, and plenty of “what am I doing?” moments.
Emotionally, it was even harder. When you build something this personal, it isn’t just a business — it’s your heart walking around outside your body. Every bad day hits harder. Every win feels bigger.
But the hardest part was learning to trust myself. To make bold decisions without permission. To charge what I’m worth. To stop playing small because it felt safer.
It’s absolutely not been smooth — but every struggle sharpened the vision. The tough seasons forced me to build smarter, stronger, and more intentionally. And now I know firsthand that growth doesn’t come from comfort — it comes from showing up even when it’s hard.
Appreciate you sharing that. What should we know about mamas play?
mamas play is a luxury, community-driven indoor play café for kids (newborn to six) and the moms raising them — but honestly, it’s so much more than a playground.
We’re known for being elevated. Think modern soft-play, retro vibes, neon signs, plush seating, a legit coffee bar, and a space that’s just as enjoyable for adults as it is for kids. Moms don’t come here to survive an hour — they come to actually enjoy it.
But what really sets us apart is the community.
We host daily open play, memberships, private parties, kids classes (including mindfulness and breathwork), mama meetups, mom-only nights, workshops, and real postpartum support resources. I’ve carefully built partnerships with local mental health providers, doulas, lactation consultants, and wellness professionals so moms have access to real help — not just playtime.
mamas play was designed intentionally for connection, comfort, and joy. Our staff actually engages with kids so moms can breathe. Our space is built to be beautiful because moms deserve beautiful spaces too. And our culture is judgment-free, inclusive, warm, and real.
Brand-wise, I’m most proud that we didn’t take the easy route. We didn’t build something generic. We built something that feels like a vibe, a safe space, and a community all wrapped into one.
I want readers to know that mamas play isn’t just somewhere you take your kids — it’s somewhere you belong.
Whether it’s play passes, memberships, birthday parties, classes, events, coffee dates, or just showing up on a hard day, this brand exists to support moms as much as it entertains kids.
It’s elevated fun with real heart behind it.
Any advice for finding a mentor or networking in general?
didn’t find one magical mentor who had all the answers — I built a support system.
I worked with a local business coach to help me navigate the realities of owning a brick-and-mortar business, and I also invested in an industry coach, Michele Caruana, who helped me think bigger, price smarter, and build like a real CEO instead of just a passionate founder.
But honestly? The biggest thing that worked was trusting my damn self.
I learned from other business owners, from community connections, from trial and error, and from not being afraid to ask questions. I showed up to local events. I reached out to people I admired. I built genuine relationships instead of “networking.”
What I’ve realized is that mentorship doesn’t always look like one person guiding you forever — it’s a mix of coaches, peers, experiences, and a whole lot of self-trust.
My advice is to invest in learning, surround yourself with people who are doing what you want to do, and don’t wait for permission to start acting like the CEO of your life and business.
And above all — listen to your gut. It’s been my best mentor yet.
Contact Info:
- Website: https://www.mamasplay.com
- Instagram: @mamasplaynj @georganne_ https://www.instagram.com/mamasplaynj/?hl=en
- Facebook: https://www.facebook.com/p/Mamas-Play-61556703505591/
- LinkedIn: https://www.linkedin.com/in/georganne-youngclaus-567017a6/
- Other: https://substack.com/@mamaculturelab
