The Women's Sports Standard™ is an independent certification that holds brands accountable — tested and verified by active women, for active women.
We surveyed active women across running, cycling, swimming, gym, triathlon and more. The findings are clear: the sports industry is systematically failing women — not in isolated cases, but at scale.
Women are all different shapes and sizes. Imagine being new to sport and being told your body shape doesn't 'fit'. I end up racing in shorts and a T-shirt in triathlon and I get funny looks.
A size 16 is NOT XXL. The labelling is psychologically damaging. I am active and excluded from buying good quality kit that holds up to regular use.
Most sportswear seems to be designed for men first and reimagined slightly for women after. Too pink, too flimsy, no pockets — style over function.
Less than 2% of women completely trust "designed for women" labelling. The industry's self-certification has failed. An independent standard is the answer.
Two thirds of women say a WSS™ certification would be very or extremely valuable when choosing sports products.
86% of women would be more likely to purchase a product carrying an independent Women's Sports Standard™ certification.
Every requirement in the Standard is grounded directly in what women told us. This isn't a tick-box exercise — it's a framework built around real functional failures in the market.
Products must be tested across a full size range (UK 6–24+), based on women's actual body proportions — not scaled-down men's patterns. No 'XL' labelling for average UK sizes.
Products tested in conditions of intended use — running, swimming, HIIT and more. Minimum standards for seam placement, waistband stability and torso coverage under real movement.
Support verified against activity intensity (low/medium/high impact), tested across a minimum A–HH cup range. Applies to bras, swimwear, wetsuits and triathlon kit.
Breathability and moisture-wicking claims independently lab-tested under sustained exertion. Materials must maintain performance after a minimum 30 wash cycles.
Products must demonstrate women-specific pattern cutting, with women involved at design, prototype and testing stages. Colour alone cannot be the differentiator from a unisex product.
Testing panels must reflect a diverse range of ages (18–65+), sizes, body types and cultural backgrounds. Products for specific activities must be tested by women who do those activities.
Certification issued by an independent body — never self-certified by the brand. Testing data publicly accessible. Brands must resubmit when products are updated. A consumer complaints mechanism is required.
The Women's Sports Standard™ works for everyone who wants a better industry — whether you buy sports products or make them.
Stop relying on word of mouth and crossed fingers. The WSS™ mark means a product has been independently tested and verified to meet real functional standards — by women, for women.
86% of women are more likely to buy a WSS™-certified product. Certification isn't a cost — it's a commercial advantage and a statement that your brand takes women seriously.
When asked what would make a certification credible, women were decisive. The WSS™ is built around exactly what they told us.