There’s a particular kind of woman who doesn’t wait for perfect conditions. She shows up anyway, between nap times, school runs, and the general beautiful mayhem of family life, and she builds something real. Irma Seleman is that woman.

A mum of three, music producer, graphic designer, and former Malaysian national flag football player (yes, really, after two children), Irma launched Real Mum Co as an honest space for mothers who are tired of being sold perfection. What she offers instead is something far more useful: practical systems, honest stories, and the quiet reassurance that doing your best in 10-minute pockets of time is more than enough.

Tell us a little about yourself and your background.

I’m a mum of three, a music producer, former Malaysian national athlete, and a graphic designer. I started out in music, producing, arranging, performing, and over time taught myself graphic design, which grew into freelance work and client projects. I’ve also played for the Malaysian national flag football team, and that was after having two children. My life has always been a mix of creativity, discipline, showing up consistently, and a lot of chaos, whether that was in sport, music, or now motherhood and business.

Was there a defining moment when you decided to start Real Mum Co?

It wasn’t one big moment, more of a build-up. After becoming a mum, I realised I needed something flexible but still meaningful. I wanted to create work that fit around my life, not the other way around. That’s when Real Mum Co started to take shape. Something real, practical, and honest about motherhood.

Who has been your biggest influence along the way?

A mix of people, honestly. Coaches from my athlete days taught me discipline. People I worked with in music taught me creativity and standards. But now, a lot of my influence comes from real mums just figuring things out every day. That’s the energy I relate to the most.

How do you balance personal life with running a business?

I no longer chase perfect balance, I focus on what works. Some days are more “mum,” some days are more “work.” I build systems around my life, not against it. I keep things simple, plan ahead where I can, and accept that flexibility is part of the process.

Describe what Real Mum Co does in one sentence.

Real Mum Co shares stories, real-life systems, tools, and content that help busy mums manage their homes, fitness, and routines without burnout.

What sets Real Mum Co apart?

It’s built from lived experience, not theory. I’m not trying to sell perfection, I’m sharing what can actually work in a busy household with three kids. It’s practical, honest, and designed for real life.

How has the business evolved since you started?It started as an idea to share my routines and systems, and it’s grown into something more structured, ebooks, planners, and content that other mums can actually use. The books are now available in paperback on Amazon, which I’m really excited about. I’ve become more intentional about what I create and how I serve.

How do you stay motivated during difficult times?

I used to rely on motivation, now I rely on discipline. That mindset comes from being an athlete. You show up even when you don’t feel like it. It’s not always pretty, but I know the feeling I’ll have after I’m done, and it’s always rewarding. I also remind myself why I started: my family, and the kind of life I’m building for them.

Any routines or tools that keep you productive?

My biggest one is my 10-minute system. I work in small pockets of time and just keep things moving, nothing has to be perfect. If I wait for the “right” block of time, things don’t get done. So I’ll do what I can in 10 minutes, whether that’s replying to messages, planning, or starting something.

I have a bit of an ADHD-style workflow, so this works for me. And when I do get a proper chunk of time, I batch , cooking, filming, writing. It’s a mix of quick momentum and focused output.

Where do you want to see yourself and the business in the future?

I want to keep growing something that genuinely supports mums in real life, not just online, but in physical spaces too. One of my long-term goals is to open an affordable gym franchise that caters to mums, ideally with childcare. Somewhere you can train, reset, and still be close to your kids without the stress.

Any upcoming projects you’re excited about?

I’m expanding my books and practical tools, things that actually help day-to-day life feel more manageable. I’m also developing a sportswear line for mums: comfortable, functional pieces that still look good and can double as everyday wear. Because most of us don’t have time for outfit changes. We need things that just work.

What legacy would you like Real Mum Co to leave?

That it helped mums feel more in control of their lives without feeling like they had to do everything perfectly. Just something real, useful, and honest.

Your go-to productivity hack?

The 10-minute system and batching. Before I even start, I run through what needs doing mentally so I’m not wasting time figuring it out mid-task. Then I get into it and do what I can. I keep track of what’s done and what still needs doing — that way I can pick up where I left off rather than starting from zero every time.

A book, podcast, or resource that inspires you?

I tend to learn more from real-life experiences and conversations than anything else. But I’m really drawn to content about discipline, mindset, and simple systems. David Goggins inspires me, more for his mindset than anything else. That discipline-over-motivation approach really sticks with me, especially as a mum.

How do you celebrate wins, big or small?

Honestly? Good spicy food and a little kitchen dance party. That’s enough for me.

Your mantra?

“Make it work…and if not, make something work.”

Life with three kids, work, and everything in between is never going to be perfectly lined up. So I don’t wait for ideal conditions. I adjust, improvise, and keep it moving. Some days it’s a full win, some days it’s the bare minimum, but either way, we made it work.

CONNECT WITH IRMA

WEBSITE: www.realmumco.com

INSTAGRAM: @realmumco

Irma, thank you so much for sharing your story with us so openly and honestly. The way you show up, for your kids, your work, and yourself, is genuinely inspiring, and we know your words are going to land with so many mums who needed to hear exactly this today. We’re cheering you on for everything that’s coming next.

Do you know a female entrepreneur who deserves to be in the spotlight? We’d love to hear from you.