The Limitless Bra story
Listen to an interview with Limitless’s Lucy Horsell on BBC Radio Northampton about how it all started, and how we’re helping girls to get back into sport.
Squadkit, the Limitless Bra’s creator, is the leading sportswear brand in schools across the UK. It has one driving passion: helping young people to stay active.
As part of Squadkit’s ongoing R&D process, we regularly conduct focus groups and speak with young people around the country — and a couple of years ago we noticed a growing, and unsettling, trend:
AS THEY GOT OLDER, GIRLS FELT LESS INCLINED TO PLAY SPORT.
We looked at the research and talked to experts in the field. They all told the same story:
50% of girls reduce or stop playing sport altogether when they hit puberty.
Teenage girls are active for an average of just 24 hours per week versus 40 hour for boys.
Over half of girls cite concerns about their breasts as the major reason for reducing exercise.
More than 50% of girls never use a sports bra!*
We went to the girls themselves; they told us that they didn’t feel there was a sports bra for them on the market:
Specialist sports bras tended to be made for older women, with complicated and rigid sizing.
Most sports bras were expensive.
Most sports bras were too uncomfortable to be worn all day.
In fact, to the girls, many of them looked like instruments of torture.
As a result, if they were wearing a bra for sport, most teen girls were wearing an elastane top or simple fashion bra, leaving them feeling self-conscious and uncomfortable.
So, we set to work:
We spoke to some of the leading authorities in the field to look at the biology behind breast development and support.
We spoke to hundreds of girls.
We found a great designer to help with the technical aspects of shape.
We recruited a dance studio in Hull to run our fitting trials.
We worked with one of the world’s leading bra producers to ensure our designs met all of our criteria.
THE LIMITLESS BRA WAS BORN: THE FIRST SPORTS BRA DESIGNED FOR AND BY TEENAGE GIRLS.
[Sources: The influence of the Breast on Sport and Exercise in School Girls in the UK. Journal of Adolescent Health Feb 2016; ONS Children’s engagement with the outdoors and sports activities, UK: 2014 to 2015. Published January 2018; Sport England: The Challenge of Youth Participation in Sport 2014]
THE LIMITLESS BRA BRIEF AT A GLANCE
Our new Limitless bra needed to be adjustable, allowing for growth over time. Our unique dual-hook system and comfort cups allow for 4 inches of adjustment. This also gives a range of control for different sports.
The Limitless sports bra needed to be wearable: easy to put on because nobody want to feel compelled to undress infront of others and comfortable enough to be worn all day if necessary. The front zip and soft-touch fabric make it easy to put on and easy to wear.
Limitless needed to be accessible: The simple “one measurement” sizing system keeps fitting simple.
Limitless needed to be fashionable: Limitless is stylish enough to wear as a top if you want or need to, and the soft grey marl works well under all clothing.
Most of all, Limitless needed to be perform excellently as a real sports bra, providing the support every girl needs to stay active.
We tested Limitless at Portsmouth University’s Breast Health Unit and the results were impressive:
68% Reduction in movement versus ‘no bra’
20% Reduction in movement versus the #1 bra worn by girls in our focus groups.
We’ve also applied for a patent.
We hope you love it!
The Limitless Team
BE ACTIVE. BE HEALTHY. BE HAPPY.