Everform Therapywear: Reversing pelvic floor dysfunction, not just masking it

Across four pregnancies and their postpartum recovery periods, the Melbourne physiotherapist couldn't find a pelvic floor support product that actually worked; everything she tried either did nothing or made her feel worse. So, she built one herself, and Everform Therapywear was born.

Everform Therapywear makes medical grade compression to support prevention and recovery from pelvic floor dysfunction, across pregnancy, postpartum, light bladder leaks, prolapse and post-surgery. At its centre is FemmeCore™, a world-first patented pelvic floor support sling that is TGA listed, attracts a health insurance rebate, and is recommended by leading pelvic health therapists globally.

"We exist so she can," says Rosie Dumbrell, Everform's Founder. "So she can run, jump, sing and dance with her kids, stand in the boardroom, never held back by poor pelvic health."

A physiotherapist, four pregnancies, and a gap in the market

Rosie Dumbrell is a Women's Health and Sports trained physiotherapist, strength and conditioning coach, and Pilates and yoga trainer. She founded Everform "due to my sheer frustrations both personally, and in the clinic," driven by a passion to help keep women active across every stage of life. During her own pregnancies and postpartum recovery, of which she has had four, she was unable to find quality, supportive products that actually addressed her pelvic floor symptoms. She also believed a medical support product didn't have to compromise on how it looked or felt. Everform was built on both of those convictions.

She's built the team to match: Chief Technical Officer Anna Culverwell brings product and manufacturing experience from Jaggad, 2XU and Cape Medical, and Head of Marketing Lou Lou Mckenzie previously led brand at Berlei Bras (Hanes Brands).

An under-treated, underserved problem

The numbers behind Everform's mission are stark. 38% of women experience light bladder leaks, and 50% of women will experience pelvic organ prolapse in their lifetime. Among athletes in impact sports, up to 75% leak during activity, making it a leading cause of women dropping out of sport altogether. Everform's products are designed to change that: technology that lifts and supports the pelvic floor and bladder to resolve symptoms, leaking, heaviness and pelvic pain, so women can live life on their own terms and participate in it fully.

FemmeCore: support that resolves, not just manages

Where reusable pad alternatives simply swap one form of disposable product for a washable one, Everform's approach is different: FemmeCore™ lifts and supports the pelvic floor and its connective tissue and organs, addressing leaks, heaviness, prolapse and pain at the cause rather than managing the symptom. The products are non-invasive, worn every day, and designed to be worn, not hidden.

That approach is backed by real manufacturing capability. Everform has partnered with MAS Holdings/Femography, a tier-1 women's-health manufacturer, to remove the quality and capacity constraints that come with scaling a medical-grade product. The company also has clinical validation underway through the University of Ottawa, alongside APA endorsement for its underwear range (approved, and currently in progress).

Proof in the numbers

Everform has grown revenue 422% over two years, growth that was capped through 2026 by supply chain issues the company has since worked through. The company has helped more than 3,000 women directly with its products and reached hundreds of thousands more through education and advocacy: podcasts, e-books, blogs, webinars and social media. It counts more than 150 health professional affiliates, referrers and wholesalers in its network, and has sold out its pelvic-floor product range into backorder, with a 4.8-star average across hundreds of customer reviews.

That momentum has come with recognition beyond the Cartier Fellowship: Rosie was also named Enterprising Me Woman of the Year in 2024. Everform's environmental impact has scaled alongside its commercial growth too, the company estimates it has diverted more than 5,000 metric tonnes, and over one million individual disposable pads, from landfill to date, by giving women a product that resolves the problem rather than managing around it.

Part of that growth has come through Everform's connection to Victoria's sportstech ecosystem. Rosie first connected with ASTN through a pitch night in the health and wellbeing vertical in 2025, and introductions from ASTN's Hayley have opened doors since. "ASTN has been a supportive program in many ways," Rosie says, "offering numerous opportunities to showcase our brand and mission, as well as broaden our network and connections. Thank you, Hayley and team!" Being part of that network also helped reshape how Rosie thinks about her own market, shifting her view of Everform's products from purely curative to genuinely preventive, with real relevance to sport.

What's next

That shift in thinking is already showing up in Everform's roadmap. The company is launching a sports support line in October 2026 "a sports bra for your pelvic floor" designed to prevent pelvic floor dysfunction and keep women participating in sport through the years they're most likely to drop out. Everform is also in conversations with Continence Health Australia about a potential partnership, progressing further product research with the University of Ottawa and other leading pelvic health clinicians, and working on expanded global distribution, starting with a push into the US market this year.

Rosie sees Victoria's sportstech community, including ASTN, as a continued part of that growth story, particularly through connections into major sporting codes such as AFLW, the Matildas, tennis and the WNBL, as well as grassroots clubs, and health professionals who can help advocate for better women's health education in both prevention and treatment.

Find out more

For more information on Everform Therapywear visit https://www.everformwear.com

Hear more from Rosie on the Secrets of a Self-Starter podcast.

Read more on her 2026 Cartier Women's Initiative Fellowship.