Boobydoo, the UK’s leading sports bra experts, has entered a new partnership with Brarista, Manchester’s pioneering AI bra-fitting tech company.
This collaboration will see boobydoo integrate Brarista’s advanced AI solution into its online platform, delivering 24/7 instant fitting guidance, personalised recommendations, and breast health education, to ensure women can access support anytime. Brarista will also help streamline staff onboarding by embedding best-practice guidance into daily workflows.
For 20 years, boobydoo has been committed to providing women and girls with the essential support they need to confidently pursue their exercise goals, free from concerns about breast movement. Over this time, Boobydoo has curated what it claims is the widest range of sizes and styles of sports bras in the world, ensuring every active woman has access to the right choices for her unique needs.
Boobydoo has also developed a professional fitting service, which has since been adopted by elite sports teams and leading educational institutions, and the new AI partnership will make expert guidance instantly available, 24/7.
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“At Boobydoo, our core belief has always been that a correctly-fitting sports bra is a crucial piece of kit that should never be overlooked,” said Charly Rhodes, managing director of Boobydoo. We understand that your sports bra is your number one item in your kit bag and should be replaced every 6-12 months, it shouldn’t see its birthday!
“Partnering with Brarista allows us to take this to the next level, combining human insight with scalable AI so customers can now get instant, accurate fitting advice at any time, breaking down another barrier to participating in the sports they love.”
Boobydoo has provided sports bra fittings to elite-level sports teams such as Scotland Rugby, Harlequins, and Bristol Bears. Since 2018, boobydoo has also been the official sports bra fitter and supplier for new recruits in the British Army, ensuring they have the necessary support for rigorous basic training. The brand is the official sports bra retailer for Parkrun Shop, and recently became the official sports bra partner of England Lacrosse and England Boxing. This year, boobydoo proudly celebrated its 20th birthday and launched a sister website, boobydoo.fit, dedicated to its fitting services and educational workshops.
“Our team have spent the last 20 years providing exceptional customer service and fitting advice to our boobydoo community, as well as creating a wealth of digital resources on the boobydoo.co.uk website to help more women and girls find their perfect fitting sports bra,” Rhodes continued. “Integrating Brarista’s AI was seamless, their deep understanding of fit made them the ideal partner. Our new Digital Fitting Expert makes expert advice available on demand, giving customers the flexibility to access guidance whenever they need it. We firmly believe that no matter your size, everyone should wear a sports bra during exercise, even an A cup can move up to 4cm and a G cup up to 14cm. Just as you wouldn’t run in the wrong size trainers, the same goes for your sports bra.”
Brarista’s AI platform leverages a database of over 20,000 verified fit records and is designed to replicate the expertise of a professional fitter. The technology offers expert-level bra fitting, product styling, and bra education and troubleshooting in one seamless platform, all within a conversational interface that can be fully customised to mirror a brand’s unique voice. The result is a significant reduction in customer returns.
“This our first multi-brand collaboration, we are thrilled to join forces with a brand as passionate and knowledgeable as Boobydoo, a powerhouse that has dedicated the last 20 years to making sure that sports bra shoppers can get the best education and services,” said Bella Trang Ngo, founder of Brarista.
“For both Boobydoo and Brarista, the partnership is more than strategic. It’s also deeply personal to our female teams. Too often, something as simple as not having access to quality fitting services and sports bras limits younger or female participants in sports, affecting their performance, self-confidence, and self-image. It’s great that we get to be a part of the movement of empowering this and the next generation of female sports participation.”
Trang Ngo added: “Our mission is to use technology to solve the widespread issue of incorrect bra sizing, which still affects over 80% of women. By integrating our solution with boobydoo’s vast product range and deep-seated commitment to proper fit, we are creating an unparalleled service that will not only boost customer confidence but also significantly reduce the industry’s high return rates.”
The collaboration is live from September 2025, complementing the brand’s existing in-person fittings at its Derbyshire fitting rooms, and online virtual fitting services.
