The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?

Dissatisfied by long waiting times for doctor’s appointments, a growing number of Britons are turning to health tech to manage their medical concerns. Babylon has established itself as a game-changer in this space, partnering with the NHS to create ‘virtual clinics’ that could streamline care.

Once reserved for the gym, sports bras are increasingly being worn by women in their everyday lives as they reject lingerie in favor of comfortable underwear. In the wake of the #MeToo movement and as gender norms shift, traditional ideas of what’s ‘sexy’ and how much that matters are being called into question.

Research from Sport England has found that the majority of mums feel guilty about spending time exercising, often thinking that they should be with their families. The desire to be a perfect parent is not just harming their mental health, but is seemingly impacting their physical wellbeing.