An Exclusive Interview with Louise Rumball, Founder of Daily Devotion

What do the first 30 minutes of your day look like, your morning routine?

Honestly I'm not the girl with a 12-step morning routine and I don’t meditate every day. I even shock myself at what I look like most mornings, when I wake up! I used to think not having it all together each morning was a problem until I built Daily Devotion - a ritual-based wellness platform that works with your lifestyle, not against it. Some mornings I do a 5-minute somatic shaking practice. Other days I do a Somatic Pilates Burn & Breathe session or go for a walk and listen to one of our neural-rewiring walking meditations, I call it "turning daily steps into neural reps." Often, I’ll try and get to the gym to lift weights too (this is a somatic practice that no one ever talks about!)

And if I miss a day? No big deal. Honestly, these rituals have served me for so long that sometimes I don’t touch them for days or even weeks on end now. As long as I’ve moved my body in the morning and eaten before my coffee, that’s a win in my eyes. And when I do layer Daily Devotion back in? I always feel proud of myself. That’s the point — it’s there when you need it, without the pressure. We don’t need more stress hormones in our life than we already have.

I run 3 businesses (a branding consultancy, a top 1% podcast Healing Honeys, and Daily Devotion, while also being a content creator), so Daily Devotion is truly the busy girl’s secret to success. We are time-poor. We’re jumping between calls, juggling a million tabs in our minds, trying to rush to our 8am call. Some mornings we can’t make it to the gym or a fitness studio, and when we don’t, we often feel ‘off’. I wanted a solution that gives you everything you need, from home, whenever you needed it.

That’s why I created Daily Devotion - a new era of functional, fast, focused rituals that meet you at the start of your day. Whether you want a quick workout (somatic Pilates), a morning boost (breathwork), or even a quick expansion practice while you’re putting your makeup on, there is something for everyone to help you do it all and stay on top of the craziness that is LIFE!

You previously had a very different life – tell us what the key to transformation was for you?

From the outside, in my 20s, my life looked perfect. I was flying around the world, working out 6–7 days a week, had a great body, great clients, and a successful business. But on the inside, I was battling. I was chronically ill, dealing with autoimmune symptoms that doctors told me were “unhealable” while also smoking 20 cigarettes a day to distract myself. I was burnt out, addicted to toxic men and stuck in toxic cycles. I was suffering with horrendous hangovers, struggling with disordered eating and binge eating and my week was a repeat cycle of grinding Monday-Friday, hitting it hard on the weekends, crashing on Sunday before starting again on Monday at 5am.

I think there gets to a point when you have to say, “enough is enough.” My first moment on that journey was a decision to step into sobriety after a night out went very, very wrong. But everything really changed when I stopped outsourcing my healing to other people (mainly Doctors) and started listening to my body. I spent months on end researching autoimmune conditions, trauma, chronic pain, unexplainable pain, epigenetics, in utero stress, ancestral trauma, frequency healing, energy work. I kept going deeper and deeper - until one day, everything just made sense. I understood exactly what was going on in my body and it was screaming for help after a life time of emotional suppression, inflammation and stress.

Through that self-awareness, movement, expression, breath, and nervous system work, I not only healed my pain but I restructured my entire life. Now I run two six / multi-six-figure businesses, and I’m building a $100 million wellness empire with Daily Devotion at the core. I didn’t meditate my way here. I moved, I cried, I reflected, I breathed, I screamed into pillows, I shook out trauma from my muscles. That’s the work that got me here. Combining the mind with the body? Magic.

What were the steps to launching Daily Devotion and do you remember the moment you decided to take the leap?

The app came from a 12-week program called There She Glows that I hosted. I took hundreds of women on a 12-week journey, with 12 deep-dive workshops, to understand quite literally everything about who they are today and how they got here. I featured my favorite practitioners, experts and therapists alongside me, because once you understand this work - your subconscious wiring, nervous system tendencies — everything starts to make more sense, and you feel so liberated to actually make changes because you KNOW they will work.

When the program ended, people were devastated that the daily emails and somatic practices / videos would stop. They told me, “This doesn’t exist anywhere else.” So I decided to build a subscription membership to continue the journey for those who didn’t want it to end. So, for me, it wasn’t a leap — it was an evolution. I believe we’re always evolving so I always trust that what is ahead is even more exciting than what is here, today! I love becoming.

When you launched, were you surprised by how quickly it scaled?

Not really. I had built a community who were already asking for this. I wasn’t just another wellness founder popping up with an idea—I was living, breathing proof that this work works. And women were ready. They’d tried everything else and they were lonely. So our community was a nice bonus. Plus, we like to keep it real and fun along the way too. I had no investor backing, just a lot of conviction and a powerful product.

Committing to building an app was a huge step and a massive financial commitment, but it is gorgeous and I’m so proud of myself as I built it single handledly with a tech team at Vimeo. The app sold a vision and allowed people to access these rituals anytime, anywhere. A lot of the initial content was filmed in Tulum, Mexico, where I used to live—and the aesthetic added to the experience. We had thousands of women come through the app and we’re growing fast.

Your technique is pioneering. Tell us more.

Daily Devotion is not a meditation app or a fitness app. It’s not breathwork with scary music or long-winded 60-minute practices. It’s quick. It’s science-backed. It’s beautiful. It’s nervous system-first. We use EFT tapping, somatic shaking, somatic Pilates (which I pioneered after seeing so many women hold their breath and spike cortisol during workouts), and movement medicine. We also launched walking meditations with a unique EMDR twist: Your legs move bilaterally, the audio guides your subconscious, and suddenly your daily walk becomes a reprogramming tool. That’s the magic of Daily Devotion—rituals that meet you where you are, even on the busiest days.

At the end of every class, I tell people I love them. And so many women say I feel like the friend or sister they never had. This is intimate work. It has to feel personal.

What has been the hardest moment so far and how did you move through it?

The hardest moment was just how prone I am to working myself toward burnout. I love what I do so much, and I am so, so excited about what this could be. I’m far from the perfect guru and even now, with repeated transatlantic travel and living between multiple countries, it’s been very intense at times - particularly through the app-building process. But I also knew that my rawness and transparency was what women needed. They didn’t want a perfect guru. They wanted someone who’d been through the mess and made it out the other side. So I kept going. I built, I pivoted, I cried, I ordered a pizza, and I got back up. And the work? Works. I have gone from living in pain approximately 90% of my life, having pain flares that put me to bed for days, to going months on end with zero symptoms. I feel so blessed, but i know that also I did this!

How do you balance the creative and commercial sides of the business?

I’m a creative visionary through and through, and for over a decade I’ve been creating, connecting, and launching disruptive wellness brands. But I also come from a brand strategy and business background, so I understand structure as much as I understand (and LOVE) a pinterest board. I’ve really leaned on strategic partners around me to help me brainstorm, evolve, and stay sharp. There are big plans ahead and honestly we’ve hardly even started.

What advice would you give to someone wanting to start a wellness brand?

Don’t copy what you see. Find the gap between what you needed and what exists. And create something from your lived experience. There’s no room for fluff anymore. People want real—and they want YOU - not just boring glow up tips that only just scratch the surface. Don’t wait until it’s perfect. Launch it messy, test it with your people, and listen. The best brands are built in collaboration with their community - test and optimise, test and optimise. That’s all you need to know.

What advice would you give to your younger self?

You don’t need to prove anything to be loved.
You don’t have to be perfect to be worthy.
You are not too much.
And your pain has a purpose.
One day it will help so many.
And you will heal it.

If you could recommend one book to everyone, what would it be?

The Body Keeps the Score by Bessel van der Kolk. But only read it if you’re ready to understand how much your body is holding onto. And then come to Daily Devotion and learn how to let it go.

What does it mean to be a pioneer?

To do things differently. To stop repeating what you were taught, or what is ‘expected’. To disrupt, lovingly. To take your pain, your purpose, and your vision and channel it into something that changes lives. To be okay with being seen, judged, and considered “wrong” or “too much”. To know your body and your soul are always talking to you if you just learn to speak their language.

That’s what Daily Devotion is. Not just a brand. A movement. It’s a revolution in how modern, busy women heal, move, and rise to just feel better and enjoy their life more.