Irish sports and data science company Orreco this month launched FitrWoman, a ground-breaking app that helps women train during their menstrual cycle and exercise to their full potential.
FitrWoman was launched in the same week that British Olympic long jumper Jazmin Sawyers urged sportswomen to talk more openly about the impact of their menstrual cycle on athletic performances.
The reigning European and Commonwealth silver medalist spoke out after revealing she was forced to withdraw from competition when her period arrived.
Developed by Orreco’s Product Development Manager Grainne Conefrey, and PhD Research Scientist and international distance runner Georgie Bruinvels, FitrWoman was launched at the Female Athlete Conference in Boston on June 9.
StoryLab was proud to work with Orreco to tell the story of the research and development of the app.
News of the app led to widespread Irish, UK and international media coverage as well as positive social media mentions from specialist sports writers and female athletes including former sprint hurdles and European medallist Derval O’Rourke.
FitrWoman was also selected by the global online Apple Store as one of its weekly featured apps.
Mainstream media coverage included a long read in the highly influential New York–based Forbes magazine by digital health specialist John Nosta, as well as features by Washington-based SportTechie.com, the Irish Times, The Next Web, Silicon Republic, The National in Scotland and Simon Austin who runs the UK Training Ground Guru website.
In helping to spread the word about FitrWoman, StoryLab worked to ensure that the news reached as wide an audience as possible. At least 12 separate pieces of coverage about FitrWoman reached a potential audience of 125 million people with over 380,000 coverage views —a powerful mix of mainstream media, specialist writers and online influencers.