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Liformers are a bunch of dedicated, joyful go-getters who inspire us daily with their creativity, honesty, and love of yoga. Our "Meet the Liformer" series gives you the chance to get to know them a little better, find out how they practice, and catch their enthusiasm.
Jools Sampson is the founder of Reclaim Yourself, a certified B Corp and pioneering wellness travel company creating yoga retreats and wellness adventures in some of the world's wildest corners. From Bhutan to Brazil, Patagonia to the Arctic Circle, their premium retreats blend exceptional yoga, big adventures, and remote, off-the-beaten-path destinations, helping people step away from everyday life and reconnect with what makes them feel most alive.
Where are you from / where do you live?
I'm originally from Hertfordshire and now live in London... not that I'm ever there! 😂 I seem to spend half my life in airports and the other half somewhere wonderfully off the beaten track.
How did you end up creating yoga adventures around the world?
It definitely wasn't the plan! Before Reclaim Yourself, I spent five years living in Tanzania working in international development. Like a lot of people, I hit burnout and realised I needed to rethink how I was living. Around that time I discovered yoga, retrained in massage, and slowly started piecing together a different way of life.
Living in East Africa also completely changed the way I thought about tourism. I saw first-hand the difference between tourism that genuinely benefits local communities and tourism that doesn't. That stayed with me. When I eventually started Reclaim, I knew I wanted to build a business that cared just as much about the places we visited as the people travelling with us. Somehow, twenty-odd years later, here we are!
What draws you to a retreat destination?
I've always been drawn to places that make me think, “Why isn't everyone talking about this?” There are so many epic corners of the world that somehow fly under the radar. I love introducing people to those places before they become the next big thing. I also think travel is at its best when it spreads its benefits a little more widely, rather than everyone flocking to the same handful of destinations.
What's your favourite thing to witness on a retreat?
I think it's when someone's having “a moment.” You know... they just stop for a second because they can't quite believe where they are. Maybe they're standing in front of a glacier, watching the Northern Lights, or sitting under the stars. Those are the moments I imagine when I'm creating a retreat, so seeing them happen for real is pretty special.
What's your motto?
Life rewards the brave.
What's one value you bring to all your retreats?
Never compromising on quality! It takes a long old time to create a Reclaim retreat because I'm incredibly selective about the people we work with! The teachers we work with are exceptional, our local partners become real collaborators, and I spend a lot of time finding venues that feel really special. It's that combo of people and place that makes the experience what it is, so I never rush it.
At the airport, you realize you’ve forgotten the most crucial thing. What is it?
My sense of adventure
You've decided to cash in your frequent flier miles. Where are you heading?
Wherever has the fewest crowds and the best stories.
As a child, what did you want to be when you grew up?
Kind
What's your favourite Liforme mat?
I honestly don't think I can choose! I spend a lot of time surrounded by Liforme mats on retreats, and I think our guests own just about every design you've ever made.
Where's the most memorable place you've ever rolled out your yoga mat?
Oh, this is a tough one! Probably Bhutan. We were lucky enough to practise with some young nuns in a beautiful nunnery, and when we left at the end of our trip, a few of our Liforme mats stayed behind with them. I love the thought of them still being rolled out each day, continuing their journey in such a special place.
Aside from creating yoga retreats, what do you love doing?
Switching off completely. I’m just as happy at home with friends as I am exploring the other side of the world.
What have travel and yoga taught you about life?
Good question! I firmly believe yoga is about much more than poses; it's a way of approaching life. Travel has reinforced that for me too. Both have taught me to slow down, stay curious, and be a little kinder to myself and to others. The more of the world I've seen, the more I've realised there are so many different ways to live a good life.
Ask yourself a question…
What's the biggest misconception people have about yoga retreats?
Now answer it.
I think people often worry they won't be "good enough" at yoga, that they're not flexible enough, or that they're just not a "yoga person," which always makes me a bit sad because that's really not what yoga's about, is it? Yoga isn't about being this pretzel-shaped human! It's about creating the space to slow down, reconnect with yourself, and experience the world around you a little more deeply. And it is for everyone to access and enjoy. A yoga retreat gives you the time to do that properly, especially when it's combined with time in nature, a little adventure, and stepping away from the pace of everyday life. And the funny thing is, I've noticed it's often the people who were most nervous about trying yoga who end up getting the most out of it.
