10096312HIGH IMPACT (High Impact Sports Bra for Fuller Bust, Small Bands)ClosedInvestment AcceleratorInnovate UKElansu is on a mission to revolutionise the sports bra industry by addressing a pressing issue for an underrepresented group that has long been overlooked: the **lack of high-impact sports bras tailored for fuller-bust women, particularly those with smaller bands**. This innovative project aims to provide a comprehensive solution to this widespread problem, both in the UK and on a global scale. **Innovation:** Sports bras are unlike any garment -- they are a highly engineered complex product, which requires expertise and rigorous testing. What sets Elansu apart is their groundbreaking approach to designing and manufacturing high-impact sports bras. Inspired by founder Nicola Fitzpatrick's personal 20-year struggle with inadequate sports bras, the **core innovation lies in uniquely engineered support**. These bras are meticulously designed and rigorously tested, with Nicola herself as the target customer. **Novel materials and material combinations** are employed to maximise support, empower body confidence, minimise bounce, and safeguard breast health. **Addressing a Market Gap:** In the UK, there are approximately **5 million active fuller-bust women, including 1 million with smaller bands**. Shockingly, within the $43 billion global sports bra industry, there are **no dedicated high-impact sports bras designed for this demographic**. Existing options are primarily optimized for running, neglecting activities like netball, volleyball, and horse riding. Moreover, these bras lack proper sizing and agility testing, **leading to issues such as breast pain, ligament discomfort, and sagging**. This disproportionately affects fuller-bust women, with market research indicating that up to 20% of them are discouraged from physical activity due to these issues. **Why Choose Elansu:** Elansu stands out from the competition, which often overlook the specific needs of fuller-bust women. While competitors that offer fuller bust sports bras offer a wide range of sizes, they dilute their focus. Elansu disrupts the market by introducing the **first 'fuller bust, small band' high-impact sports bra**. The brand distinguishes itself through ethical practices, engineered support, and innovative aesthetics. Their sports bras not only combine style, support, and sustainability but also ensure enduring quality and functionality, promising an unparalleled fitness experience. In summary, Elansu's innovative project fills a significant market gap by providing innovative, ethical, and sustainable high-impact sports bras designed to empower and support fuller-bust women. Their project embodies the essence of innovation, offering a pioneering solution set to transform the sports bra industry and empower women to embrace their active lifestyles with confidence.