Boobydoo, the UK’s leading sports bra experts, today announced a new partnership with Brarista, the pioneering AI bra-fitting technology 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. It also streamlines staff onboarding by embedding best-practice guidance into daily workflows, built upon two decades of dedicated expertise.
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 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. Noticing that sports bras and the crucial education surrounding their importance were often overlooked in both school settings and elite-level sports, Boobydoo developed a professional fitting service, which has since been adopted by elite sports teams (Scotland Rugby, Harlequins Rugby Team, Bristol Bears…) and leading educational institutions.
This strategic partnership unites boobydoo’s unparalleled fitting knowledge and its mission to empower women in sport with Brarista’s cutting-edge technology, by making expert guidance instantly available, 24/7. Customers shopping on Boobydoo’s site can access tailored, instant, 24/7 fitting guidance, helping active women of all sizes and fitness levels find their perfect sports bra with confidence and ease. This is particularly vital given that exercise-induced breast discomfort is a serious health issue that can act as a barrier to physical activity.
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. 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. “For 20 years, we’ve been dedicated to providing expert advice and a truly personal service. 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 our human expertise with their scalable AI technology. This means our customers can now get instant, accurate fitting advice at any time, breaking down another barrier to participating in the sports they love.”
Charly Rhodes, Managing Director of Boobydoo
She further added: “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.”
“Partnering with Brarista’s technology means that we can provide a seamless journey for our customers who want to access all this rich knowledge in the way they need from one, easy place of interaction, our new Digital Fitting Expert. Available 24/7, it also means access to our expertise is there any time you need us. 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; ensuring it fits correctly is vital to your performance.”
Brarista’s AI platform, which leverages a database of over 20,000 verified fit records, 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, as Brarista users are 80% more likely to keep an item due to a sizing error.
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. 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. 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.”
Bella Trang Ngo, Founder of Brarista
The collaboration is live from the end of September 2025, providing a new layer of support for boobydoo customers, complementing the brand’s existing in-person and virtual fitting services.
