Lucy Horsell didn’t set out to disrupt an entire industry. But with a sharp eye on science and a small but mighty team, her company PEBE is shaking up the way women think about sports bras—and how the sports industry thinks about women.
Founded in 2021, PEBE isn’t just another startup. It’s a movement wrapped in technical fabric, stitched together with research, and driven by two women who were tired of sportswear failing women’s bodies.
Why a Proper Sports Bra Still Feels Like a Luxury
For decades, the sports bra market has been dominated by big names—Nike, Adidas, Under Armour. Yet for many women, a good-fitting, supportive sports bra still feels frustratingly out of reach.
And here’s the thing: it’s not about style or branding. It’s about science. Research from the University of Portsmouth has consistently shown that breast movement during sport can cause discomfort, pain, and even lead some girls to quit playing altogether. Still, the mainstream market has lagged.
Lucy Horsell and Charlotte Gill, co-founders of PEBE, saw this gap. They weren’t just creating another product—they were building something women could trust. Something functional. Something researched.
One sentence won’t change the world, but this one might: PEBE’s Gravity Bra ranked No. 1 out of 435 bras tested in an independent study.
From Living Room Sketches to Wembley Stadium
PEBE didn’t begin in a boardroom. It started with two women, an idea, and a vision for something better. Horsell and Gill rolled up their sleeves, did their research, and created the Gravity Sports Bra.
Then came the hard part: making people care.
A sports bra that works sounds simple, but convincing football clubs, schools, and associations to treat it like essential kit? That takes hustle. Now, with seven staff members and a growing network of partners, PEBE runs in-person workshops, educational sessions, and fittings across the UK.
And just last week, Horsell was at Wembley Stadium. Not as a fan, but as a founder—thanks to the Women in Football and Xero Small Business Program called Empower, Mentor, Succeed.
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The program provides mentorship, funding support, and visibility for women-led ventures in sports.
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Helen Hardy, founder of Foudys, was among the mentors helping women like Horsell scale up with confidence.
The Science Behind the Bra That’s Beating Big Brands
In that University of Portsmouth study, PEBE’s Gravity Bra outperformed sports bras made by companies with billion-dollar R&D budgets. No gimmicks. No glossy campaigns. Just data and design.
What made it stand out?
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Targeted compression zones to minimize breast displacement.
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Adjustable straps for custom fit without the usual digging.
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Breathable, non-chafing materials to reduce skin irritation.
The results weren’t subtle either. The Gravity Bra didn’t just place—it topped the charts for movement control. Period.
Educating the Next Generation—One Fitting at a Time
Horsell and her team aren’t content with just selling bras. They’re on the road—literally—hosting fittings in schools, talking with teenage girls, working with county football associations, and normalizing conversations about breast support.
There’s something quietly radical about that.
Most girls are never properly fitted for a sports bra. Many wear the wrong size for years. PEBE wants to change that from the ground up.
They hold sessions where girls can ask questions, get measured, and try on bras that actually fit. This might seem small, but it can be life-changing. Confidence skyrockets. Comfort returns. And for some girls, sport becomes a safe space again.
What the Small Business Program Really Means
It’s easy to dismiss small programs as symbolic, but for entrepreneurs like Horsell, the Empower, Mentor, Succeed initiative is a real boost. It offers three things most startups crave:
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Validation – Getting picked signals that your idea matters.
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Resources – From mentors to media exposure, it opens doors.
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Belonging – Founders often feel alone. Programs like these change that.
Being paired with someone like Helen Hardy—who built Foudys, a football merch platform for women—means Horsell gets advice from someone who’s been there.
And that’s the thing. Women-led businesses in sport aren’t looking for handouts. They want recognition, respect, and relationships that move the needle.
A Glimpse Into PEBE’s Future
Where does PEBE go from here? They’ve got momentum. They’ve got credibility. And they’ve got science on their side.
As they look to grow, partnerships will be key. Whether it’s national teams, major retailers, or schools, they want to ensure girls and women don’t just have access to a better sports bra—but the knowledge and support to demand one.
PEBE might not be a household name yet. But they’re making serious strides. Not through hype, but through heart, hustle, and a whole lot of sweat.
