What Industries Are Making an Impact on Women's-Focused Sporting Technology?
The Women’s Football World Cup Final of 2023 was viewed by more than 263 million people worldwide, bringing total viewership for the tournament to 2 billion. In the same year, the Women’s T20 Cricket World Cup and the Tour de France Femmes cycling race achieved record viewing figures. There is work left to be done, but women’s sport is going toe-to-toe with men’s competitions in terms of respect and recognition.
And yet we are still facing a problem – so much sporting equipment is simply not designed for women. Across the world, female players are wearing men’s boots, men’s kits, and men’s protective head guards and pads, just in generally smaller versions. This is causing players discomfort and pain when they play, hardly good for fostering the next generation of sporting talent. But even worse, it could be contributing to injury. Women are more likely to suffer sprained ankles, lower leg stress fractures, plantar fasciitis, knee ligament tears, and rotator cuff damage than men. Current research is exploring links between inadequate boots and serious injuries in women players.
This is a real issue. At the 2023 World Cup, Leah Williamson and Beth Mead were not listed on the England squad list. Vivianne Miedema, the Netherlands all time top scorer, did not feature either. Similarly, Cat Macario was out for the USA, as were Germany’s Giulia Gwinn and Switzerland’s Imam Beney. These six women, each among the best players in the world, missed potentially the biggest tournament of their careers for the same reason – anterior cruciate ligament injuries to their knees. ACL injuries can be career-ending in some cases, and players deserve to be protected as they enjoy the sports they love.
Changing the Game in Women’s-Focused Sporting Technology
Many sporting technology manufacturers are working to change this situation. Take a look at some of the recent developments in this field.
Football – IDA Sports
Football boots are a good place to start, as we’ve seen the serious problems inadequate footwear can cause. IDA Sports is creating football boots designed with women in mind, moving away from the ‘unisex’ product design that is not fit for purpose. IDA’s boots fit the specific anatomy of the female foot, improving comfort and reducing injury risk.
Cycling – Selle Italia and Liv
Selle Italia is providing saddles that reflect the specific physiology of women riders, delivering a far more comfortable and rewarding experience. Liv Cycling is another brand offering gendered cycling equipment and bikes that fit the narrower shoulders, longer torsos, and shorter legs of women. In fact, Liv is the only comprehensive cycling brand exclusively catering to women.
Boxing – Unorthodoxx
Unorthodoxx was founded by Andrea Smith, and is on a mission to create gloves and protective gear for women boxers. The company’s products accommodate the narrower hands and wrists of women, as well as other aspects of their physiology.
Cricket – The Female Cricket Store
Lydia Greenway has won the prestigious Ashes four times, and she knows a thing or two about the needs of women cricketers. With The Female Cricket Store, she has designed the first specialised women’s cricket shoe for the UK market.
Sportswear – MAAREE
MAAREE has set out to redefine the sports bra, launching their Overband component to provide extra support to women and to reduce upward motion. Adjustable Overbands allow for customised tension levels.
Nutrition, Supplements, and Fitness – Pretty Athletic, Levelle, and Fitwomen
Pretty Athletic is providing skincare products designed with active women in mind and in tune with female body chemistry. Levelle is doing something similar, but in the sports nutrition space, offering products that are formulated specifically for female users. Digital technologies such as FitrWoman are also helping women get more from sport, tracking their menstrual cycles and energy levels in order to adapt micronutrient intake.
Big Steps in the Right Direction
There is still a long way to go for true equality in sports technology. However, the products we’ve looked at above certainly represent big steps in the right direction. With the help of innovators like these, women of all backgrounds will be able to enjoy sports in a safe, comfortable, and competitive manner.