Boobydoo, the UK’s leading sports bra experts, has entered a new partnership with Brarista, Manchester’s pioneering AI bra-fitting tech company. This year, boobydoo proudly celebrated its 20th birthday and launched a sister website, boobydoo.fit, dedicated to its fitting services and educational workshops. Our new Digital Fitting Expert makes expert advice available on demand, giving customers the flexibility to access guidance whenever they need it. The technology offers expert-level bra fitting, product styling, and bra education and troubleshooting in one seamless platform, all within a conversational interface that can be fully customised to mirror a brand’s unique voice. Too often, something as simple as not having access to quality fitting services and sports bras limits younger or female participants in sports, affecting their performance, self-confidence, and self-image.