ABOUT US
Our Story
When caregiving, deadlines, and nonstop demands pile up, your body shifts into survival mode—leaving you anxious, overwhelmed, and struggling to sleep. That’s your nervous system on high alert. We’re here to help guide it back to balance.
For the Cubs was born when founder Amy Vale discovered, during foster-parent training, just how profoundly the nervous system shapes our mood, behavior, and overall health. Years of therapy and daily medication helped her manage anxiety—but true, lasting change came when she learned how to retrain her nervous system to respond more calmly and effectively to everyday stress.
That realization drives everything we do: transforming nervous system science into simple, beautiful tools and daily practices that help you shift from struggling to steady.
Amy isn’t a medical professional. Her understanding comes from lived experience and deep, ongoing study. She’s spent hundreds of hours immersed in the work of leading researchers, exploring how the nervous system functions, what triggers it, and which evidence-based tools can soothe reactivity and build long-term resilience.
She’s walked this path herself—waking up wired with worry, reacting to every stressor, and watching her wellbeing slowly unravel—until she began applying what she learned and finally felt like herself again.
Now she’s sharing it all with you, through For the Cubs.
Our Values
People First, Always
We show up with empathy, honesty, and humanity. Every customer, partner, and team member matters to us. We’re here to make people feel seen, supported, and cared for.
Purposeful Products
We don’t just make things, we make things better. Our products are designed with intention, bringing real comfort and support to people’s lives while being mindful of our planet.
Pay It Forward
Support shouldn’t stop with the person who shops with us. Every order helps give comfort to kids in foster care—children with vulnerable nervous systems who need it most. Together, we’re passing on peace, care, and connection.
Grow with Integrity
We stay curious, keep learning, and hold ourselves to a higher standard. Progress matters, but never at the cost of our values. We build with care, question what can be better, and always act with honesty.
Our Mission:
We’re here to make nervous system care feel doable, beautiful, and deeply supportive—so you can move through your day with more peace, more presence, and more of yourself intact.