Sweaty Betty Debuts FemTech Activewear

Sweaty Betty and Hertility are in sync with women.

What’s happening: The activewear brand and women’s health company unveiled a line of sportswear designed to optimise movement during menstruation, pregnancy and menopause.

Developed using Hertility’s health data, technical Leak Protect Power Leggings absorb leaks, safeguard against incontinence and remain sweat-free.

Meanwhile, maternity leggings, shorts and vests leverage stretchy, breathable fabrics to adapt to growing bodies.

Why it matters: A hot topic, inequities in women’s health are under the microscope.

Underresearched and underrepresented, symptoms and stigmas associated with reproductive health are stopping women from participating in sport, with one in four women dropping out during adolescence, while one-third are less active during menopause.

Resetting standards, brands are innovating and educating to keep women active at every stage.

• Period-proofing activewear, Thinx and Knix specialise in absorbent apparel, while Australia’s Modibodi sells active period underwear in partnership with PUMA.
• Cycle-syncing, Nike’s Training Club app, Alo Yoga’s Alo Moves and connected fitness brand Tonal deliver training programs tailored to the phases of the menstrual cycle.
• Unlocking data, wearables WHOOP and Oura are adding reproductive health insights to inform personalised training and sleep recommendations.

Normalising menopause, virtual clinic Midi Health just raised $60M, while L Catterton acquired Naomi Watts’ menopausal wellness brand Stripes after less than two years in business.

Takeaway: Female-focused, startups building better solutions are becoming a catalyst for change. With collective action and funding also accelerating, the time to raise the bar on women’s health is now.