Collective Conversations: Inside Impact Hour

When growth outpaces the structure needed to support it

As part of the Impact Hour series, we spent time with boobydoo, a brand that’s built real momentum over the past two decades.

What stood out straight away was how much substance sits behind the business.

Deep expertise in sports bra fitting, a loyal customer base, and a genuine commitment to helping women and girls feel comfortable and confident in sport.

But the conversation wasn’t about what they’d already achieved. It was about what comes next.

Because alongside that growth and credibility, there was a sense that things were starting to feel a bit stretched. More opportunities were coming in, from different directions, and not all of them were easy to navigate or compare.

What we heard

As we got into it, a few things kept surfacing. There was a strong and well-earned reputation at the heart of the brand. But the way that story showed up wasn’t always consistent, which made it harder to fully land in every context.

At the same time, interest from partners is growing. Some of those opportunities sit in the commercial space, others are more purpose-led and focused on participation, education, and wellbeing.

Both matter. But they require different ways of thinking, and that wasn’t always clearly defined yet.

Running through all of this was a bigger ambition. To be the organisation people naturally turn to when they think about sports bra fitting, advice, and education in sport. That positioning already exists in part, but hasn’t yet been fully brought together.

What this showed

Stepping back, this felt like a business at a point where growth is opening doors faster than the structure around it can keep up. The foundations are strong. The credibility is there. The demand is building. But without a clear narrative and a simple way of making decisions, things can start to feel slightly fragmented.

We see this a lot. It’s the point where a business moves from doing good work, to needing to define what it wants to be known for.

Because without that clarity, every opportunity needs to be worked through from scratch. With it, decisions become simpler and more intentional.

What changed

During the session, things didn’t suddenly transform, but they did become clearer.

The conversation moved away from trying to hold everything at once, towards identifying what actually matters most right now. There was also a shift in how structure was being viewed. Less as something that might slow things down, and more as something that could create focus.

From there, a few areas started to come into view.

The importance of a clearer, more consistent narrative.A more defined way of thinking about different types of opportunities.And the value of testing ideas in a focused way, rather than trying to move everything forward at once.

What happens next

What felt important coming out of the session was keeping things simple and intentional.

Starting with clarity on the core story behind the brand, and using that to guide how it shows up across different spaces. Creating more definition around the types of opportunities being explored, so decisions don’t rely on instinct alone. And taking a considered approach to growth, where ideas can be tested, refined, and built over time rather than scaled too quickly.

Underpinning all of this is a bigger opportunity to continue strengthening the brand’s position as a trusted voice in this space, not just through what it sells, but through what it stands for.

Final reflection

What stayed with us after this session is how easy it is for businesses like this to keep moving forward without ever quite stepping back. From the outside, things look like they’re working. And they are. But inside, there’s often a moment where everything starts to feel slightly harder to hold, simply because the next layer hasn’t been shaped yet.

Making space to work through that isn’t about slowing down. It’s about making sure what comes next is built on something solid.

If there’s one thing to take from this, it’s this.

Growth brings opportunity.Clarity is what makes it sustainable.

Consultants:

Nicky Affleck

Natalie Strange