Imagine juggling four under-nine, running a studio, designing a product and still being your own client. That’s exactly the journey Rosie Dumbrell took. With deep experience in physiotherapy, Pilates, yoga, pregnancy and postpartum care, she recognised a gap in pelvic health support for women. That realisation became Everform Therapywear — a brand on a mission to empower women’s movement, confidence and recovery.
On the Hear Me Roar Podcast, Kate & Tobi unpack her story, highlight her impact and show why her innovation matters for any growth-minded woman or wellness brand.
Roots in Real Experience
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Rosie spent over a decade working as a physiotherapist, personal trainer, Pilates practitioner, yoga teacher and studio owner — honing movement, rehabilitation and women’s wellness.
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She’s a mother of four children under nine, living the very scenarios of pregnancy, postpartum recovery and pelvic health in real time.
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This combination of professional expertise and lived experience gives her a unique credibility. She’s not designing for “women in general” — she is the demographic.
Spotting the Gap: Pelvic Health & Compression Wear
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During her clinical and fitness work, Rosie identified that many women — pregnant, postpartum or later life — suffer from pelvic floor weakness, incontinence, prolapse and musculoskeletal pain.
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She realised mainstream activewear and support garments often ignore medical-grade compression ratios, pelvic floor dynamics and real functional recovery. The result: women left under-supported.
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Her response: create a product built with science, physiotherapy principles and real-world wearability in mind.
The Innovation: Everform Therapywear & FemmeCore™
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Rosie founded Everform Therapywear to bring a patent-pending compression system, named FemmeCore™, to life.
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The system offers targeted support — especially to the pelvic floor, bladder neck and lower abdomen — aiming to relieve pelvic pain, reduce incontinence, assist post-surgery and support pregnancy & postpartum phases.
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Notably, the brand won a $30,000 equity-free grant via the Accelerator for Enterprising Women Kickstarter Challenge, recognising the innovation and impact of Rosie’s approach.
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This isn’t simply “nice leggings” — it’s a purpose-built product rooted in functional women’s health.
Why It Matters: For Women & Wellness Brands
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When women aren’t supported adequately in pregnancy or postpartum, the consequences go beyond discomfort — they impact quality of life, movement, self-confidence and even business or career momentum. Rosie’s work highlights that gap.
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For wellness brands (and Cubes.Co’s community of startups, scaleups and growth-minded businesses), Rosie’s story is a powerful case study: blending clinical insight + personal story + product innovation = market-differentiated growth.
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The pelvic-health category is undervalued and ripe for disruption — Rosie shows how bridging therapeutic credibility with brand energy and community can create real traction.
Key Takeaways for You
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Build from authentic experience: Rosie’s credibility comes from deep clinical experience + lived motherhood. Community trusts that.
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Identify unmet needs, especially where physiology, function and daily life intersect. Pelvic health is a vivid example.
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Fuse science with story: Everform has both clinical backing and personal narrative. That combo attracts both consumers and investors.
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Design for performance + lifestyle: Support garments must look good and function. Women want both.
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Leverage strategic wins: The grant Rosie won added credibility, enabled marketing push and amplified her community impact.
These principles align strongly: community driven, growth-oriented, real-world impact.
Rosie Dumbrell’s journey is a masterclass in marrying mission, expertise and entrepreneurial drive. She took a gap, turned it into a movement and built a brand that stands for women’s strength — literally and figuratively.
If you’re working with a wellness startup, a women’s health brand or any business seeking to scale via community and meaning — her approach is blueprint-worthy.
Enjoy the Pod 🎧