Keeping Women in Sport #EverySqueezeCounts

Client: TENA

In 2025 we cheered on more women’s sport than ever, from the Red Roses to the Lionesses. Problem was, TENA’s research showed more women than ever (1 in 3) were also quitting sport due to bladder leaks. What’s more, of those women who had quit, 50% were desperate to return.

So, our mission was to stop bladder leaks stopping play. #EverySqueezeCounts aimed to keep more women in sport by: putting the problem on the map and delivering actionable support. From grassroots to governing bodies. Awareness: As incontinence experts, TENA could be part of the conversation but not the whole story. So, we engaged multiple stakeholders from Sport England to Sale Sharks Women’s Rugby and PTs across the country, to get women talking about pelvic health in sport. On pitches and courts, in gyms and pools, forums and groups. Action: TENA also knew that talk is only half the challenge. So, we also championed Kegel pelvic floor exercises, empowering individuals and trainers with guides and resources. Positioned as the ‘m