Irish sports and data science company Orreco has released a new app, designed to help women to exercise to their full potential during their period. The company says FitrWoman has been designed, developed and tested by women, for women. Bruinvels’ research paper on sports, exercise and the menstrual cycle was published last year by the British Journal of Sports Medicine. Smashing taboos“Historically, there’s never been much talk about the menstrual cycle and how it impacts women in sport,” Conefrey said. Orreco is the first high-performance sport company in the world to partner with IBM Watson, the cognitive computing platform.