With nearly half of UK schoolgirls saying their breasts negatively affect their participation in sport and exercise, and more than half having never worn a sports bra during physical activity, Brarista and Boobydoo are on the case.

Those numbers from the University of Portsmouth’s Research Group in Breast Health have given the artificial intelligence (AI)-powered bra fitting platform and the British activewear brand the ammunition to do something about it.

Together, they aim to “address this critical barrier to women’s health, bringing professional-level fitting expertise to the next generation of breast health shoppers”.

So by “merging advanced AI technology with expert fitting knowledge”, Brarista claims to solve the issue of incorrect bra sizing, “which affects up to 90% of consumers”.

The platform says it delivers 24/7 personalised fitting guidance, product recommendations, and bra education, and its founder Bella Trang Ngo added: “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.

“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.”

Further research by the university also 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 issue 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 also shows breasts can move up to 19cm during high-impact activity, yet 75% of women have never had a professional sports bra fitting.