Championing active mothers: A win for women and sports brands

In May this year, ultrarunner Stephanie Case made headlines for winning one of the UK’s toughest ultramarathons while breastfeeding her six-month-old baby along the 100km course. Her achievement was remarkable, not just for its physical demands, but for what it represented: that endurance, for many women, begins long before the start line.

It was the iconic image of ultra runner Sophie Power breastfeeding her child during the 166km UTMB back in 2018, which kickstarted a movement to improve support for breastfeeding mothers in sports and to address barriers faced by women returning to exercise after childbirth. This led her to set up She Races, which continues to drive change for active females.

For mothers, training and racing come with unique challenges: childcare, sleep deprivation, shifting priorities, and often some guilt. Yet they still show up.

So, how can the active lifestyle industry do better? How can brands empower more women, especially mothers, to thrive in sport, from elite athletes to those just starting, and why is this so important?

Photo credit: Stephanie breastfeeding her daughter at one of the race pit stops (Gilly Photography).

Training for a marathon, triathlon, or ultrarun isn’t easy for anyone. But for mothers, it’s another level. Early wake-ups, buggy runs, and nap-time workouts require more than discipline; they demand creativity, sacrifice, and a strong support network.

In a recent Threshold Trail Series survey, over 40% of mothers said family commitments and time pressures had stopped them from entering events. Still, many push through, making space for their goals, one run, ride, or swim at a time. And they shouldn’t have to fight quite so hard to do it.

The sporting industry wants to be truly inclusive, it has to move beyond the one-size-fits-all model. Supporting mothers isn’t about lowering the bar; it’s about removing unnecessary friction.

Here’s how events can help:

Some races are already leading the way. Threshold Sports now offers dedicated breastfeeding areas. The Bedford Running Festival features a kids’ zone, while Junior Parkrun welcomes thousands of families each week for 2km fun runs.

Mothers aren’t a niche; they’re a powerful, loyal, and motivated demographic.

As Layla Smith, founder of Aspire, explains:

“In many households, mums play a central role in shaping family decisions – from holidays to kit and clothing for active pursuits. When brands genuinely support and engage mums, they’re influencing a wider ecosystem of movement and wellbeing.”

Photo credit: Sport In Mind.

Too often, the media paints motherhood in sport as a story of sacrifice. From early alarms to buggy runs, women are seen to be doing it all. While inspiring, these stories can also create unrealistic expectations. Instead, brands should promote a more inclusive and realistic image of motherhood in motion. Yes, elite athletes like Serena Williams, Allyson Felix, and Jessica Ennis-Hill are powerful examples of motherhood and performance coexisting. But so are the women jogging after a night of broken sleep or showing up to a postnatal Pilates class.

As health and fitness freelance journalist Lydia Willgress says:

“Representation is improving, but there is still a way to go for brands when it comes to recognising ‘everyday motherhood’. There has been a welcome shift when it comes to reporting on some of the extraordinary feats completed by women who are also mothers. But if brands want to achieve a real step-change, they need to recognise the little wins. Mums should be celebrated for jogging around their local park after a night of no sleep, for getting to their mum and baby gym class, or for going for their first pram walk. That is the reality of motherhood for many – representing it validates that experience and shows that something little can lead to a lot.”

Photo credit: Lydia on the finish line of the Dartmoor Discovery, with her 9-month-old daughter.

Brands that want to do more than talk should look to grassroots partnerships. Organisations like The Active Pregnancy Foundation and Sport In Mind offer vital resources and local opportunities for new mums. With support, they could reach even more.

Laura Barron from Sport In Mind shares:

“Leading sports brands have the power to make sport accessible post-baby. Sometimes that means funding gear; sometimes it’s about visibility. When mothers feel seen and supported, they stick with it – and they remember who helped.”

The rise of the ‘SuperMum’ is more than a cultural moment; it’s a movement. And it’s one that brands can’t afford to ignore. This isn’t just about social impact. It’s about shaping the future of sport and fitness. By supporting mothers not as an afterthought, but as athletes, decision-makers, and role models, active brands have the opportunity to build deeper communities, inspire lasting loyalty, and grow sustainably.

This feature was developed in collaboration with Lotty Campbell Bird, our Account Director. With extensive hands-on experience leading PR and brand campaigns, Lotty brings specialist knowledge of the outdoor active industry, fitness and wellness brands. Her insight ensures our work not only reflects the latest industry trends but also delivers meaningful impact for the clients and communities we support.

Want to learn more about Aspire’s work and services? Please get in touch at hello@aspirepr.co.uk to find out more.

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