Growing A Community With Feel Good Norfolk
In this interview, we spoke with Sarah, Founder & Director of Feel Good Norfolk
A: Who are you, and what do you do?
S: Hi, I’m Sarah Groves, founder and director of Feel Good Norfolk. I run the day-to-day operations of the platform, from managing the website and directory to creating content, organising events, and spreading the word about all the amazing wellness options we have here in Norfolk. The idea for Feel Good Norfolk began in 2019 with a simple goal: to make it easier for people to find and access trusted well-being support, services, and experiences in one place. Norfolk has such a rich and diverse wellness community, and I wanted to create something that made it easy for people to tap into that, whether they’re looking for a massage, a cold-water swim, yoga, a sauna, or time in nature.
I’ve worked in the well-being world myself for over 15 years, and I know how hard it can be to know where to start. That’s why I created Feel Good Norfolk: to connect people with genuinely good, heart-led businesses that can help them feel better in body and mind.
So, what is Feel Good Norfolk?
Feel Good Norfolk is a free online directory designed to help people across Norfolk find well-being support and services they can trust. The aim of Feel Good Norfolk is to help the people of Norfolk discover what supports their well-being, whether that’s slowing down, spending more time in nature, easing stress, moving their body, or simply finding a moment of calm in a busy week. Our directory is a one-stop shop for wellness, showcasing over 100 Norfolk-based businesses offering everything from massage, yoga, and coaching to saunas, forest bathing, wild swimming, paddleboarding, and more.
We believe that well-being should be accessible and easy to navigate; no jargon, no overwhelm, just real options from people who genuinely care. The directory officially launched in November 2024 and continues to grow every month.
Alongside the directory, we also run The Feel Good Community Hub, a programme of free well-being events and pop-ups designed to bring these experiences directly into communities across Norfolk. The hub helps people try new things, make local connections, and explore what well-being means to them. Together, the directory and hub are helping people across Norfolk live happier, healthier lives, by making it easier to discover what feels good.
What has been the most rewarding part of working on Feel Good Norfolk?
I’ve been absolutely overjoyed by the positive impact we’ve had on the lives of those facing health challenges. The feedback from people who’ve attended our funded hub and programmes has been overwhelmingly positive. One participant of our 10-week Drum & Art Therapy programme last year even told us it was “life-changing.” To hear this meant the world to us. We pour so much heart and hard work into these projects; everything from securing funding to creating content, gathering participants, and delivering the projects. When you have a vision that transforms into reality, and you see something greater than yourself taking shape, you take a moment to celebrate. It’s a powerful reminder that all the effort was worth it.
And it fuels you to keep pushing forward, to do even more.
I’m also incredibly proud of the podcast we produced last year. We had 33 inspiring conversations with well-being specialists from across Norfolk, each sharing their heartfelt stories, experiences, insights, and wisdom. I’m deeply grateful for every conversation and feel truly honoured to have spoken with such amazing people doing brilliant work.
Where’s your favourite place to visit in Norfolk and why?
I’ve always had a deep love for our Norfolk coastline, with the pine woods and sand dunes at Holkham and Wells-next-the-Sea being some of my all-time favourites.
More recently, I’ve found joy in exploring the woodlands and forests of South Norfolk. Thetford Forest has some truly beautiful spots where you can immerse yourself in nature and feel more grounded. Longs Wood in Wreningham is a hidden gem; a peaceful woodland that provides the perfect setting for quiet walks, where I can gather my thoughts and find comfort in the sound of the birdsong.
@feelgoodnorfolk / feelgoodnorfolk.co.uk
This interview was published as part of a paid collaboration within our printed newspaper.