Alexandra Bertie, a GP and certified baby sleep consultant, is the founder of The Good Sleep Club – a supportive, evidence-informed service helping families navigate the complexities of infant and toddler sleep with compassion and clarity. Her journey into sleep consultancy began not in a clinic, but in the quiet chaos of early motherhood. Despite her medical background, she found herself deeply affected by the exhaustion, uncertainty and emotional overwhelm of sleep deprivation. Blending her clinical knowledge with personal experience, she set out to change the conversation around baby sleep. She created The Good Sleep Club not only to offer one-to-one support, but to contribute to a cultural shift – where sleep support is seen as a normal, accessible part of postpartum care, not a last resort. Her approach is rooted in empathy, science and flexibility, helping parents tune into their instincts, feel less alone, and build sustainable sleep routines that work for their family. Here Alexandria talks to The Natural Parent. Magazine about the passion behind what she does, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Honestly? Sleep deprivation.
As a GP and a new mum, I thought I’d be well-equipped to handle the newborn stage – but nothing prepares you for the relentlessness of broken sleep. We ended up hiring a sleep consultant, and it changed everything. That experience sparked something in me. I realised there was a huge gap between the support parents actually need and what’s traditionally offered.
What surprised me most was the shame I felt – I was a GP, and people expected me to have all the answers. But when it came to baby sleep, I didn’t. And I knew I wasn’t alone. That feeling – of being unsupported, unprepared and overwhelmed – stayed with me. I wanted to change that.
I started this business not only to support families one-on-one, but to be part of a bigger shift: to make baby sleep knowledge feel accessible, empowering and normal. My goal is to help parents feel calm and confident – not just with their baby’s sleep, but with their own wellbeing.
The launch: How did you start out in the beginning?
It started quietly, during nap times and evenings, while I was still on maternity leave. I trained as a certified baby sleep consultant and built the business alongside being a GP and navigating life as a new parent. I created a simple Instagram page, offered support to friends, and let it grow organically from there.
It was never about fast growth – it was about doing it right, and making sure everything I offered felt genuinely useful and human. I also wanted to bring my medical background into it – to be able to support patients in my GP work with better, more practical sleep advice too. It became clear very quickly that this wasn’t just a side project – it was something with real impact.
The innovation: What was the biggest breakthrough for you with your business?
Shifting the narrative.
There’s so much shame, guilt and judgement around baby sleep – especially online. My biggest breakthrough was realising that parents weren’t just looking for tips. They were looking for permission: to stop Googling, to trust their instincts, to ask for help. Once I embraced that, everything changed. My messaging became more honest, my support more personalised, and my clients? They finally felt seen.
Now, I’m looking to collaborate with other like-minded sleep consultants – people who want to take this movement even further. We share the same values: honesty, integrity, relatability. And together, I believe we can make baby sleep knowledge the norm, not something parents have to dig through internet forums to find.
One thing I always say at my talks and workshops is this: if you’re doing something around your baby’s sleep that works for you, don’t let anyone make you feel like you have to change it. And equally, if you’re doing something that no longer feels sustainable, don’t let anyone tell you that you must keep doing it. If it’s not working anymore, that’s where I come in – I’m here to help.
Yin and Yang: How do you balance work and family?
Truthfully, it’s not always graceful – but it’s real. I try to honour my boundaries and be present where I am, whether that’s with a client or on the floor building towers with my toddler. I work flexibly around my son’s needs, and I plan my diary to reflect our family life, not just my business goals. Sometimes that means late-night admin or early mornings with a coffee and a baby monitor.
I don’t strive for perfect balance – I aim for something more fluid. Some days I’m a sleep consultant in full flow, and other days I’m mostly in mum-mode. Both roles are important, and I’ve learned not to feel guilty when one takes up more space than the other.
I’m also now navigating the added layer of returning to my GP work after maternity leave while continuing to grow The Good Sleep Club. It’s a lot to hold, but I’m passionate about both. And running this business has given me the freedom to show up for my family and myself in a way that feels right.
