Innovation studio

International Women’s Day 2023: Meet Deborah Hazeldean

8 March 2023

To celebrate International Women’s Day (IWD), we’re featuring some of the inspiring female innovators whom ATI2 have had the privilege to work with, whether they have shared their knowledge with our community, have spoken at our events or have been supported by our project.

These women are changing the world in their own unique way and improving it for the better. Here is our spotlight on women in innovation.

IWD SPOTLIGHT: Deborah Hazeldean

Director of FittaMamma

“For me, International Women’s Day is about the power and strength of women.  Women overcome so many different challenges, regularly face discrimination and inequality and yet manage to bring children into the world, juggle work and childcare and raise families” – Deborah Hazeldean, Director at FittaMamma

Deborah Hazeldean is one half of the mother and daughter duo that runs FittaMamma, the maternity and post-natal activewear brand. The business was born in 2012 when they saw pregnant women consigned to the back of the gym, working out in baggy joggers and over-sized T-shirts.

At the time, there wasn’t fitness wear available to support and accommodate the changes a woman’s body goes through during and after pregnancy. FittaMamma specifically designed their activewear with support in mind and their leggings are scientifically proven to reduce bump bounce by up to 48%, and their fabrics are designed to stretch and change throughout pregnancy.

Deborah and the FittaMamma team are enabling women who enjoy an active lifestyle to continue their usual activities throughout their pregnancy and beyond, as they continue their journey into motherhood. It’s an ethos which fully embraces and advocates the benefits of staying fit and living a healthy lifestyle.

“As women we need to truly believe and recognise our own power and strength – even more important as we become mothers and role models to our children”, says Deborah.

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