Why Poorly Fitting Sports Bras Are Driving Girls and Women Away from Sport in Australia

In Australia, a growing number of girls and women are being discouraged from participating in sports due to poorly fitting sports bras, according to recent findings. The issue is particularly acute among adolescent athletes, with studies showing that up to 70% of female participants wear ill-fitting athletic wear—leading to discomfort, pain, and embarrassment. Experts point to a lack of education and product availability as key barriers, especially in schools and community programs where access to properly fitted gear remains limited. This gap disproportionately affects younger athletes, many of whom drop out of physical activity by age 14, undermining long-term health and wellbeing goals. The problem extends beyond comfort—it’s a systemic issue rooted in gender inequity in sports infrastructure. Despite national initiatives like the Australian Sports Commission’s Women in Sport Strategy, implementation lags, especially in regional areas. Organizations such as the Australian Institute of Sport (AIS) and local councils have begun piloting programs offering free fittings and inclusive design workshops, but widespread adoption remains slow. Female athletes like Olympic swimmer Emma McKeon and AFLW star Ashleigh Ward have publicly spoken about their own experiences, urging manufacturers and policymakers to prioritize functional, accessible sportswear. The consequences are far-reaching: reduced physical activity contributes to rising obesity rates and mental health challenges among young women. With only 38% of Australian girls meeting recommended physical activity levels, addressing this overlooked barrier could be transformative. Moving forward, experts stress that investing in proper sports apparel isn’t just about comfort—it’s a critical step toward building inclusive, sustainable participation in sport for all.