Shopping Cart

2021, The Year Ahead

As I sit here writing this article, I am shaking my head in disbelief that it is almost the end of January. Where does the time go? My mother used to tell me that the older you get the quicker time goes. And now I am in my 40’s I can say with confidence she was not wrong!

I had intended to write this article following the new year. Also, as my mother used to say, better late than never. I have an incredibly wise mum, so here goes.


It goes without saying that 2020 was pretty messed up. Duh! Juggling work, kids, and everything else Covid threw at us was indeed a challenge. That said, I am from England so what we experienced here pales into comparison to what my family have endured back in the UK.

Business wise Sports bras Direct had an up and down year. March saw sales fall off a cliff as we all went into panic. But April and May were record months as we all adjusted and turned to the internet to satisfy our sports bra needs.

Overall, the year 2020 was our best year ever! We continued to grow, and I thank you for that. Women all over Australia love what we do and the support we provide for them and women in need. A little cliched I know, but it is fundamentally what we are all about. It is our why.

And as I said you are loving what we are doing. 218 Google reviews at 5 stars, ten 5-star product reviews and a bunch of positive recommendations on Facebook cannot be wrong. You love what we are doing, and we are going to continue doing it!


So, that brings us to 2021, the year ahead. What are our goals, our charitable plans and what changes do we plan to make to improve Sports Bras Direct environmentally? Read on as I give you an insight into the year ahead (now only 11 months!).

Our Goals

Our primary goal is simple. To continue to offer you the best service we can and to continue to help every Australian woman find the perfect sports bra for her.

We plan to do this by continuing to educate ourselves on everything ‘sports bra’ (the learning is never ending) so we can offer the best advice. We will also continue to educate you through our blogs and information pages. Another thing I plan to do is make a whole bunch more sports bra review videos. You tell me you love them so time to get in front of the camera and make more (not my comfort zone!!!)

A secondary goal that I hope will flow from this is to sell more sports bras. The goal of every business I know. But for us it is even more important as the more we sell the more we give! Australian women need the support of a good sports bra so why not buy them from a company gives back?

Our Plans

I won’t go into the nitty gritty of everything we plan to do to achieve our goals. You know, all the boring behind the scenes stuss. That said, one thing I would like to discuss is a charitable side and how we plan to improve it.

As you are aware, we donate all our profits to charity. That is all profits after business expenses have been deducted. This includes a very modest wage for my husband and I. Up until now we have very much been doing this for the love. Investing all our money for little return.

This is not a complaint as we genuinely believe in what we are doing. And I believe the role businesses play in the future can be vastly different to that of the past.

Going truly by the books we should not have made any donations up until now. But that is not us, that is not why we exist. We want to make a difference and we want to do more.

As well as ours and your usual donations of new and pre-loved sports bras to Support the Girls Australia we plan to make the occasional extra donation of desperately needed items. Support the Girls recently put a call out for plus size underwear (22+) as they have none. Using our ability to purchase wholesale we answered the call and purchased 75 undies in sizes 22, 24 & 26.

It is your support that enables us to do this. These donations are from all of us. As we continue to grow and start to make a genuine profit, we will up the ante!

Environmental Improvements

I am an environmental person and continually look for ways to improve environmentally in my personal and business life.

Business wise I presently do all the easy stuff. Recycle where possible. Boxes, plastics, paper, etc. We use Australia Post for our deliveries. Their satchels are made from 80% recycled plastic and they are committed to carbon neutral delivery. They achieve this by purchasing carbon credits to offset delivery emissions. Not perfect I know but a step in the right direction.

The electricity for our office and warehouse is supplemented by a roof top solar array. This year we will transition our electricity to a provider that supplies from 100% renewables.

Another change for 2021 is my husband and I plan to transfer our Supers to an ethical fund that supports the planet, people and animals. I am a firm believer in every little bit helps and we are trying hard to do our little bit.

In Conclusion

So, there you have it. The year that was and the year that will be.

If you have any suggestions on how we can improve please do not hesitate to let me know. We exist for you and will do everything we can to help support you.

Thank you for reading.

Amy x

Amy Jaffers

Amy is the face behind Sports Bras Direct, Australia’s largest sports bra website. She's a mother of two, outdoors lover and sports bra expert. Her life mission is to help active women get the support they need as well as assisting women in need through her charitable donations.

Sports Bra Finder

Sports Bra Finder

Take the Sports Bra Quiz and get $10 off*

Do you know your bra size?

Please select one

What is your back size?

How does the band of your current sports bra fit?

Please select one

What is your cup size?

Slide to select your size

How do the cups of your current sports bra fit?

Please select one

Step 1: Measure your back size

With a non-padded bra on measure around your chest, directly below your bust.
The tape measure should be horizontal around your body and should not drop in the back.

Slide to select your measurement.

Step 2: Measure your cup size

With a non-padded bra on measure around the fullest part of your bust (about where your nipples are).
Make sure the tape is taut and horizontal.

Slide to select your measurement.

What is your intended activity?

Please select the closest match.

Would you like Underwired or Wirefree?

Please select one

What features would you like?

Select all that apply (leave blank if none apply).

$10 OFF your personal recommendations

Enter your details and become a member of the Sports bras Direct community.
Receive a $10 discount for your first order over $75!

"*" indicates required fields

I don't want $10 off - just show me the results