For All Mothers+ (FAM+) has launched the Mother in Sport Collective, an alliance to standardize maternity protections for contracted athletes. Founding members include Strava, Brooks, lululemon, Hoka, Clif, Hettas, Brodo, Altra, rabbit, Oiselle and Gu.
Professional athletes have been left to negotiate maternal protections on a contract-bycontract basis. A study from Carleton University and FAM+ found that76% of professional athletes who received funding experienced a reduction, pause, or termination of at least one funding source following pregnancy, postpartum recovery, or motherhood. Meanwhile, 75% said tehy didn’t feel comfortable telling sponsors and governing bodies about their pregnancy.
FAM+ aims to streamline the process by working with athletes, researchers, advocates, and brands to develop and pilot the Maternal Equity Playbook – addressing policies like paid leave, lactation spaces, child care accessibility, and physical recovery.
“Mothers in sport deserve systemic and structural support, financial security, and the freedom to pursue their ambitions without being penalized for motherhood,” said Alysia Montaño, Olympic medalist and Founder of For All Mothers+. “Mothers’ needs deserve to be considered from the start and included equitably in ways that ensure they are valued and invested in, protecting their ability to thrive fully in society, and sport.”
The collective will also work with key brands, like Strava, to host races, events, and programs for recreational athletes who are pregnant, postpartum, or raising children.
“Whether she is a casual runner or a professional athlete, she shouldn’t have to choose between being a mother or being active. Through our Strive for More initiative, we’ve funded research with For All Mothers+ on the barriers pregnant and parenting runners face,” said Strava CEO Michael Martin. “We’re proud to stand alongside For All Mothers+ to help build durable support for mothers so they can continue to be active throughout every stage of their life.”
The initiative follows similar moves by professional sports organizations, including RFEF, Chelsea FC, and the New York Liberty, to introduce fertility support and maternal guidelines for female athletes.
