Nearly half of UK schoolgirls report that their breasts negatively affect their participation in sport and exercise, yet more than 50% have never worn a sports bra during physical activity, according to research from the University of Portsmouth’s Research Group in Breast Health. Brarista, an AI-powered bra fitting platform, is partnering with British activewear brand Boobydoo to address this critical barrier to women’s health, bringing professional-level fitting expertise to the next generation of breast health shoppers.
The University of Portsmouth research reveals that 46% of UK schoolgirls aged 11-18 experience breast-related barriers to sport participation, rising to 63% for larger-breasted girls. Meanwhile, 17% of adult women cite the breast as a barrier to physical activity, with “I can’t find the right sports bra” ranking as the most influential breast-related obstacle. The research shows breasts can move up to 19cm during high-impact activity, yet 75% of women have never had a professional sports bra fitting.
Brarista is the world’s first AI-powered bra-fitting chatbot platform specifically designed for lingerie retail, trained by professional bra fitters. By merging advanced AI technology with expert fitting knowledge, Brarista solves the pervasive issue of incorrect bra sizing, which affects up to 90% of consumers. The platform delivers 24/7 personalised fitting guidance, product recommendations, and bra education through a white-label solution embedded on retail partner websites.
“We’re witnessing a generation of girls dropping out of sport at twice the rate of boys by age 14, and breast-related discomfort is a significant factor that’s been overlooked for too long,” says Bella Trang Ngo, founder of Brarista. “Our technology empowers brands like Boobydoo to ensure every woman finds the right fit, removing barriers to physical activity and helping more women experience the benefits of sport.”
The partnership with Boobydoo demonstrates how AI fitting technology enables activewear brands to expand their markets whilst reducing the costly returns that plague the industry. Online apparel return rates average 24.4%, with fit and sizing issues accounting for 53% of returns. Retailers implementing AI fitting solutions report conversion rate increases of 13-65% and return reductions of up to 40%, alongside delivering measurable improvements in customer satisfaction and average order values.
