First To Market In Support Of Keeping Mums To Be Fit And Healthy!
February marked the launch of a new business founded on the principles of women maintaining a healthy and active lifestyle during and after pregnancy.
Belly Activ was founded in 2008 by Alix Sinclair, a mother to a 10 month old baby at the time. A fit and active person herself she had not given up exercise during her pregnancy. In the early stages of pregnancy her training gear fit her well but as the baby grew so did her frustration for exercise gear that fitted, rather than left you constantly hitching everything up or down. In the end Alix resorted to her husband’s training gear.
One morning whilst walking with her best friend and stopping for about the 10th time to readjust herself she thought, “For goodness sake, surely someone must make active wear for pregnant women”, and in that ah hah moment the idea for Belly Activ was born.
Alix runs a private gym from her home in Taupo and is a personal trainer, triathlon and swim coach as well as having a marketing degree. The combination of these skills allowed her to get Belly Activ from an idea to reality. Learning about the fashion industry was one of the more steep learning curves Alix has faced.
As with all initial concepts, things change and tend to take on a life of their own. It was decided that a website would be a great idea not only for selling the range but also for giving Mums to be and ladies who have had babies, ideas around getting fit, staying fit and getting back into shape after having their babies. With 20 years experience in fitness and competition had great insight into what would work and what would not.
Belly Activ is the first business in Australasia to create custom designed performance exercise wear for pregnant women. There are many suppliers of pregnancy clothing from day wear through to evening wear – but no one providing for those wanting to keep fit.
Belly Activ
Belly Activ believes a healthy Mum means a healthy baby. Being pregnant does not have to be an end to being fit and healthy. Medical research tells us that Mums who are given the green light by their doctors to exercise moderately during their pregnancies are healthier, more energised, can have an easier labour, recover faster from the birth and stay well. And as for the bub, well they get just as many benefits.
While years ago exercise was treated with much caution during pregnancy, nowadays the complete opposite applies. Women are encouraged to partake in regular exercise throughout their pregnancies unless advised otherwise by their medical provider.
Women who are athletes are able to continue training at higher intensity levels than previously thought.
Research has shown during labour, women who exercise have a 35 percent decrease in the need for pain relief; a 75% decrease in the incidence of maternal exhaustion, 50 percent decrease in the need to artificially break waters, 50% less likely to be induced and require intervention in labour (due to a lower incidence of fetal heart abnormalities); a 55% decrease in the need for an episiotomy and finally a 75% decrease in the need for forceps deliveries and caesarean sections.
Regular exercise has been observed to shorten labour by a third. Other benefits of exercise include more limited fat deposition and a reduction in weight gain during pregnancy. Maternal discomforts including back pain and pelvic pain are also reduced. Women who exercise experience sickness less due to a better functioning immune system. There is an increase in maternal fitness capacity and a higher sense of well-being and a more positive body image.
Simply put exercising during pregnancy is safe and effective and carries with it incredible benefits to both mother and baby.(Source : James F Clapp MD)
Belly Activ has designed a range of maternity exercise and training gear to allow you to maintain an active lifestyle in custom designed clothing. Belly Activ training gear has been developed to keep you cool and comfortable while fitting your growing tummy. It has been developed, tested and made in NZ.
Belly Activ training gear is designed to be worn by anyone who wants to exercise in comfort, feel good about themselves and stay healthy.
It’s great quality, easy to wear, affordable and built to last during and after your pregnancy. The fabric is light fitting and breathable to wick perspiration away from your skin to keep you and bub cool and dry. The fabric has an antibacterial finish and provides very good UV protection.
The Launch Range
- Short sleeve training top (flat panel front) with an extra long “tail” in the front which means it won’t creep up as your tummy grows so no more pulling your shirt down.
- Short sleeve training top (pleated front) with the extra long “tail” in the front means it won’t creep up as your tummy grows so no more pulling your shirt down. The pleats on the side add a feminine touch and will expand with baby.
- Singlet - a sleeveless training top, for those extra hot days. The extra long “tail” in the front means it won’t creep up as your tummy grows so no more pulling your shirt down.
- ¾ Training tights made from high quality sports fabric which will stretch as baby grows, it has a 50+ UV rating, and antibacterial finish. The high waist can be folded over in the early stages of pregnancy or in warmer weather or worn with its full length covering your bump. It won’t slip down and will stay snug throughout your exercise routine.
- Full length training, yoga and Pilates pants (relaxed fit) like the ¾ pants the high waist can be folded over in the early stages of pregnancy or in warmer weather or worn with its full length covering your bump. It won’t slip down and will stay snug throughout your exercise routine.
All items are available in sizes 8 – 16 and in a great array of feminine colours.
The winter range is currently being finalised.
A new brand
Building brand awareness was the first opportunity for Belly Activ. The research conducted and Alix’s personal experience when first pregnant revealed how information hungry pregnant women are.
Responsible for a new life and for keeping themselves healthy while entering a time in their life of the unknown, mums to be go in search of anything that will help them and grow their knowledge base. The internet and pregnancy/baby specific magazines ranked as the highest sources of information.
Belly Activ has developed a website to sell the range of exercise gear and also provides information on exercising during and after pregnancy. www.bellyactiv.co.nz is an easy to use online store and site to purchase the range from.
For more information
Visit www.bellyactiv.co.nz