Danielle: Hello, hello—this is Danielle Ireland, and you’re listening to Don’t Cut Your Own Bangs. Today I’m sitting down with City Moms co-founder and CEO Jeanine Bobenmoyer. Jeanine is a mom of teens, a yoga addict, a Michigan native, and an avid reader. Her dream vacation looks like hiking national parks with her family and sipping hot chai.
We do get into the tea in this episode—but it’s heartfelt tea: community building, vulnerability, and trusting yourself. What Jeanine embodies (and what you’ll hear all over this conversation) is how honoring yourself—whether that’s offering a wholehearted “no” or saying “yes” to adventure—can serve you and others.
City Moms started as a local community in Indianapolis based on Jeanine’s own need and has grown into chapters popping up around the country. We talk about the early days and a can’t-miss “don’t cut your own bangs” moment that bookends the episode beautifully. Thank you for being here—and thank you, Jeanine, for this conversation. Settle in, pop in your AirPods, or take us on a walk—however you love to listen.
Danielle: Jeanine Bobenmoyer, it’s such a pleasure to have you on the podcast. You’re the CEO and co-founder of City Moms, one of the fastest-growing lifestyle brands for moms in the Midwest. I’m honored to share what you do and how you support women and mothers. And to our Don’t Cut Your Own Bangs listeners—thanks for being here!
Jeanine: Thanks for having me! I’m so excited to be here.
Danielle: Fun fact about how we connected: a couple of years ago, City Moms featured Don’t Cut Your Own Bangs in an article highlighting local women-founded podcasts in Indy. I was just starting out, and it was such a validating boost—thank you.
Jeanine: I remember that! I think it was “Top 10 Podcasts You Should Be Listening To in Indianapolis—Founded by Women.” You were one of the first that came to mind.
Danielle: When you’re launching something, there’s a lot of space between where you are and where you hope to be. It’s vulnerable. You and your best friend/business partner Sarah Hawker are sitting on top of a beautiful community you built. Community building is a magic skill. On your site you say, “You need a village. We have it.” Also: “We don’t need superwomen—we need supported women.” Often what we offer others starts with the healing we needed. You’re a mom of teens now, but take me back: how did City Moms begin?
Origins of City Moms
Jeanine: I moved to Indianapolis in 2011 from Detroit. I didn’t know anyone here. My husband grew up in Indy and had lots of friends, but I had a one-year-old and a four-year-old and was just trying to keep life together—new city, zero community.
Right before we moved, a friend told me about Meetup. I searched for moms’ groups and found that most communities were tied to churches or schools—which we didn’t have yet. So I launched my own group that was open to all moms across Indianapolis. We had 100 members sign up on day one.
Danielle: You were meeting your own need—and then immediately expanded it to include others. If there’s no room, build one.
Jeanine: Exactly. I’ve always loved creating community. I came from the advertising industry in Detroit and even in a huge agency I’d build little corners of connection—events, ways to pause and actually meet the people sitting next to you. In Indy, I needed that again.
Danielle: How did Sarah come into the picture?
Jeanine: We met through a mutual friend about seven years ago. From the second I met her, I thought, “I need to know this person forever.” She has such a dynamic, engaging presence. We bonded over the exact same Anthropologie dress (like a scene from Step Brothers). She was leaving her nursing job to start her own company, and I promised to check in on her last day. I did—and we’ve been close ever since. She started as a City Moms member, then joined our content team, and now she’s my business partner.
Indianapolis Love & The Drew Barrymore Show
Jeanine: In 2021, producers from The Drew Barrymore Show reached out about a new segment where two best friends showcase their city. We were thrilled to represent Indianapolis. This city knows how to put on a national stage—Final Four, Olympic Trials, WNBA All-Star Weekend—you name it.
Danielle: I’ve lived here my whole life, and you still highlighted places I’ve never been. It’s a good reminder to keep curiosity alive in our city, our relationships, our work.
Jeanine: 100%. One of the original City Moms missions was to explore our city—with people, not alone. The fabric of a city is its people.
Content Tone, Humor, and “City Mom”
Danielle: Your content blends humor and heart—“I’m in the mess with you.” Do you have content pillars?
Jeanine: Definitely. Our tone is “your best friend growing up”—and her cool older sister. That older sister is a few steps ahead, relatable and aspirational without being preachy. Humor is how we connect (think: “What did I do with my time before kids?”). Feeling seen is self-care.
We also listen obsessively. Internally, we call our avatar “City Mom.” We ask: What is City Mom facing right now? We try to say “you” more than “we.” Not “we know you’re tired,” but “you’re telling us you’re tired.” That small shift matters.
Danielle: That’s such a powerful language switch.
COVID Shift & National Growth
Jeanine: During COVID we hosted a daily 4:00 PM Zoom for members—just a place to talk to adults. Going virtual exploded our brand nationally. Today, about 30% of our audience is in the Midwest, but we’ve grown fast in New York, Texas, and California. Our biggest channels are Instagram and broadcast TV; we’re in nine TV markets across the Midwest sharing lifestyle content and practical tips.
Building the Team
Jeanine: We’re an all-female team. We have a Digital Editor and writing staff for the blog, a Content Team for social and broadcast, Project Management for brand sponsorships, and (our newest hire) a Pinterest specialist. And of course Sarah and I lead together—she’s my first call for everything.
Danielle: How do you stay connected to what moms actually need?
Jeanine: Our team spans every stage—teens, tweens, preschoolers, toddlers—so we’re living it. We also listen to our membership community constantly. The needs evolve, but listening is the throughline.
Storytelling Over Sales & Free Membership
Danielle: Your message never feels salesy—more like “come belong.”
Jeanine: We’re “storytelling over sales.” People are sold to all day. We want you to belong, not buy. That’s why we made City Moms free during COVID and never went back. Many moms told us they were cutting subscriptions to make ends meet; accessibility mattered more.
We were nervous about free membership quality, but we created clear Member Guidelines. Rule #1: “Every mom parents in her own perfect way.” We honor that. This isn’t about one “right” method.
On partnerships, we vet carefully. We say no a lot. We recently turned down a well-known brand because the value exchange was wildly off—and we won’t push a product that isn’t considering our community with the same respect we do.
New Membership Experience
Jeanine: We’re launching a new membership on Circle. It includes:
- National chat groups (because toddler woes in Indy = toddler woes in Seattle).
- Live member-exclusive sessions with partners and experts.
- Nano-communities by city (Indy first; Dallas and Cincinnati active; more cities coming in 2026).
- Local perks (Indianapolis examples: The IMA/Newfields, The Children’s Museum, Drybar, Face Foundry).
It’s basically our own City Moms social network—free and accessible.
Don’t Cut Your Own Bangs Moment
Danielle: Your “don’t cut your own bangs” moment is so good—would you share it?
Jeanine: I worked 10 years in agency advertising in Detroit. During the recession, I was working 60–70 hours a week; my husband (also in advertising) was at 90. My client was in Germany, so my day started at 3:00 AM while feeding my newborn; then I’d take our toddler to daycare, hit a quick workout between daycare and work, and sprint out at 5:51 PM to make daycare pickup before the grace period ended.
One night I ran in to get my son. He was crying. I said, “What does Mommy always say? Mommy always comes…” And he finished: “Last. Mommy always comes last.” It gutted me. I cried the whole way home. That night my husband and I said, “We cannot do this.” We changed our work lives, moved to Indianapolis, and built something different. A strong no became a bigger yes—to our family, our health, and our integrity.
Danielle: A fully embodied “no” is also a yes to something else.
Closing
Danielle: Jeanine, thank you. For everyone listening, check the show notes for all the links: follow City Moms, join the (free!) membership, and watch their media clips—there’s a great library on their site.
Jeanine: Thank you so much for having me.
Danielle: Before you hop away, please rate, review, and subscribe—it helps others find conversations that might support them. All links to City Moms and ways to stay connected are in the show notes. Your attention means the world. I hope you continue to have a wonderful day.
