Mari Thomas-Welland is the brains behind Maaree sports bras and clothing – she has employed Overband® Technology, the world’s first sports bra design to tackle upward as well as downward motion. Here she shares her passion and drive into breaking down any barriers for women to be and become active.
Mari Thomas-Welland
Life before MAAREE
Before founding MAAREE, I worked as a sports bra tester at Loughborough University for some of the biggest sports brands, evaluating the performance of their sports bras under lab conditions. I’ve always been passionate about sport and performance, but I was shocked to discover that even the “best” bras on the market left a lot to be desired in terms of support. I also worked in product testing for other sportswear categories, so I had a deep understanding of the science behind performance wear before taking the leap into entrepreneurship.
Why sports bras and clothing?
Because the need was urgent, personal and hugely overlooked. Even in my role testing bras for major brands, I couldn’t find the right one for myself. The dreaded bounce and discomfort were still present. One day on a run, I hovered my hands above my chest and realised just how much movement there was, even in my favourite bra at the time. That moment sparked the idea for Overband® Technology; the world’s first sports bra design to tackle upward motion as well as downward. I wanted to create products that gave women the freedom to move without distraction, pain or self-consciousness.
I wanted to create products that gave women the freedom to move without distraction, pain or self-consciousness.
A typical week?
No two weeks are the same. I split my time between product development, marketing, partnerships and talking directly to our customers. Whether that’s through fittings, social media or email. I’m also heavily involved in campaign planning and storytelling, making sure everything we do aligns with our mission to empower women. I still make time for product testing, because nothing leaves our hands unless it meets my standard for performance and comfort.
Mari has created a range of bras and clothing with footballer, Millie Bright – DREAM BIG
What is the best thing about your work?
Seeing the tangible impact our products have on women’s confidence and comfort. When someone tells me they ran their first 10k, played their first rugby match or simply went for a walk without discomfort because of one of our bras, that’s everything. I love knowing that we’re breaking down barriers for women to be active.
What is different about working in this sector?
There’s a huge gap between what women actually need and what the industry has historically provided. Sports bras are still an afterthought for many big brands. In this space, you have to combine technical performance knowledge with empathy and body understanding. You can’t just make it look good; it has to work. The best ideas often come from listening to women’s lived experiences rather than following trends.
You can’t just make it look good; it has to work.
Whom do you admire in the industry?
I admire Serena Williams not only for her dominance in sport but for how she’s used her platform to advocate for women, mothers and body confidence. Seeing her wear MAAREE twice has been surreal. I also admire innovators like Kathrine Switzer, who pushed for inclusion and representation of women in sport before it was the norm.
If you were not working in this industry, what do you think you would be doing instead?
Probably something still tied to sport and women’s empowerment. Maybe running a sports performance lab or working in innovation for an athletic brand. I can’t imagine being in a field where I wasn’t solving a problem that mattered to women.
Eleanor Cardwell, English netball player
Any other ambitions for your brand?
Absolutely. I want MAAREE to become the number one sports bra brand in the UK and then expand globally. We’re also working on ranges for different life stages, as well as more technical performance wear. Beyond products, I want MAAREE to be a space where women feel educated, supported and strong.
Life outside of work?
I love staying active, playing hockey, hiking and doing crossfit. I’m also passionate about travel, and my husband and I have a big blanket project where we sew patches from every place we visit. It’s a reminder to keep exploring and collecting experiences.
Your greatest challenge?
Balancing the demands of running a growing business with keeping the creative energy alive. Also, educating the wider market about why a sports bra is an essential piece of kit, not just an accessory, has been an ongoing challenge.
Proudest moment to date?
Launching MAAREE was huge, but seeing elite athletes like Millie Bright and Eleanor Cardwell choose our bras for their performance. Meeting and working with these incredible and strong women who then actively endorse our bras has been incredible.
Worst move so far?
At the start, I underestimated just how much education was needed in this space. A few months into my entrepreneurship I discovered that 80% of women are wearing their wrong size bra every day. We had a great product but without proper guidance around finding your right size the customer wouldn’t be able to unlock the true potential of what our bras can do.
What do you think you will be doing in 10 years’ time?
Still championing women in sport, but hopefully on a much bigger stage with MAAREE as a household name. I’d love to also be mentoring other female founders and innovators.
The one product you can’t live without?
The Solidarity Bra – it’s our bestseller for a reason. It’s my go-to for high-impact activity, and I trust it completely. I genuinely believe it’s the GOAT of sports bras.
Time out?
A long walk or a coffee with friends. It clears my head and often sparks my best ideas. If it ends with a cocktail, even better.
Pet Hate?
When brands design for women as an afterthought, just “shrinking and pinking” men’s products. We deserve gear designed for our bodies and our needs, not watered-down versions of someone else’s.
More information on Maaree sports bras and clothing from Sarah Sheath on sarah@maaree.com