Iben Tusnelda Joo Frederiksen is #morethanJUSTfemale

Iben Tusnelda Joo Frederiksen is #morethanJUSTfemale

How and when did your passion for yoga start?

Suffering from post-traumatic stress disorder, I was, 8 years ago, introduced to yoga and mindfulness as a tool to help me overcome and deal with the challenges, that this condition causes. In the beginning I was a bit skeptical, since being still and emptying my head and mind seemed very contradictive and scary for someone who all the time was trying to avoid feeling and addressing my emotions. However, I stayed with the program, and after about 9 months I was feeling a significant difference. And as a result, I am now a bona fide believer in yoga and mindfulness as being a powerful tool in promoting general physical and mental wellbeing.  

How did you finally come to the decision of taking the leap and going out on your own?

It has been a dream to carry out this project for a long period of time. But being busy with my work at Aller Media, it has been more or less impossible to find the time and focus needed to start the process. So when, as a consequence of Covid-19, my position was eliminated. I took a leap of faith!

What do you know now that you wish you had known before starting your own business?

It has surprised me how vulnerable you sometimes feel when you are self-employed. I am used to be part of a team, with whom I have been working and making all decisions with. And therefore, also been able to lean upon and when in doubt, seek advice from. As self-employed you need to rely on your own instinct. Always. And push through! 

Can you tell us a little more about your new business adventure Texas Do Yoga?

Texas do Yoga is first and foremost a Mission. A mission on educating parents and children about the benefits of yoga and the concept of mindfulness. Dalai Lama once said, “If every 8-year-old is taught meditation, we will eliminate violence from the World within one generation”. Right now, this seems more relevant than ever!

I believe that we all hold a great responsibility when it comes to shaping and molding the next generation and the future. Texas do Yoga is my modest contribution.

For the time being, the Mission is carried out by giving all kids and parents digital access to children’s yoga and mindfulness videos via IGTV and YouTube. Later this year, I will hopefully be able to launch Texas do Yoga Club, which is the live version. More about this to come…

You are starting up a business in the middle of a pandemic and economic crisis, how does this affect your strategy?

It has been said, that there can be found a direct correlation between economic and societal crises and the number of childbirths. A recent example is the post Second World War baby boom with a record of 1.3 mio. children born in 1964. Crises often create an unexpected space, making room for new ideas to take shape and hopefully later, blossom. Texas do Yoga is now 2 months old. How it will develop and whether it will blossom, is yet to be seen. But one thing is for sure. Its birth is a direct consequence of the pandemic and economic crises. And maybe because of that. It is ok to say, that for the time being, there is no defined strategy. Only a Mission.

Is there anything else that you are passionate about at the moment?

The forthcoming summer! Barbecues, chilled white wine and long summer nights in the company of good friends.


Passion; also known as dedication, as hunger, it is the desire to destroy oneself for one’s art. To tear down, move, or start over in order to rebuild and expand. The feeling of not being able to let go. It is a human condition that most are bound by.

Even though we are JUST human, JUST women, JUST female, we all have that drive that makes us ‘more than’. It is what makes us-, our stories-, and our creations unique. From a job, to a child, to a hobby gone wild, we, and you, are more than JUST female. We have gathered some of the most inspiring Danish women that we know for a talk about passion, creativity, and the balance between worklife and homelife.

Let their inspiring stories, trials and errors be a reminder that we all can struggle, we can fail, but something will always have us return to that same place of passion. And maybe the point is not necessarily to succeed, but to have given it your all, and grown in the process.

Tell us about your passion, struggle, and successes!