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Backing the Women Who Never Stop: Introducing Back in the Game
What Back in the Game is Back in the Game is BreastFriend's ongoing pledge to support mums who are professional athletes. Women in sport are too often overlooked, underfunded, and asked to achieve incredible things with a fraction of the backing their male counterparts receive. We want to help change that — in our own way, one athlete at a time. Through Back in the Game, BreastFriend puts real support behind women chasing their goals in sport while navigating motherhood and breastfeeding through donating Breasties. Why this matters to us BreastFriend exists to support women through some of the most demanding chapters of their lives. Sport is another one of those chapters. The discipline it takes to train, compete, and keep showing up, especially for women balancing sport with study, work, or motherhood, is the same strength we see in the mums we support every day. Backing female athletes felt like a natural extension of who we already are. Representation matters, too. Every woman who gets to keep competing because someone backed her becomes a role model for the next girl watching, wondering if there's a place for her in the game. There always should be. In her words We're proud to already have incredible women in our corner — athletes who juggle elite sport and motherhood, and know first-hand how the right support makes it possible. One of them is Michaela Brake (née Blyde) — Black Ferns Sevens star, two-time Olympic gold medallist, and two-time World Rugby Women's Sevens Player of the Year. Michaela welcomed her son, Harvey, in March, and is balancing life as a new mum with training at the very top of her sport. Here's how BreastFriend fits into her days: "For me to be able to train, I need my BreastFriend pumps to help me prepare! By pumping before training, I'm able to prepare a bottle for Harvey as well as feel comfortable before training. In 5 mins I have a bottle ready to go and my boobs feel good to go!" — Michaela Brake This is exactly what Back in the Game is about: backing women so they can keep performing at their best, on their terms. An ongoing commitment Back in the Game isn't a one-off gesture. It's an ongoing part of how BreastFriend operates — a standing commitment to keep putting support behind women in sport, for the long haul. As the initiative grows, we are looking to share the athletes and stories behind it, so you can cheer them on right alongside us. Every order helps back her And of course, this is powered by you. Every order placed with BreastFriend helps fund our commitments — including Back in the Game and our pledge to Little Miracles Trust. So when you shop with us, you're helping a female athlete stay in the game, keep training, and keep chasing what she's working so hard for. Thank you for being part of it. 💛 Marie-Claire Founder, BreastFriend
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BreastFriend's pledge to Little Miracles Trust
Our new monthly pledge Starting this July, BreastFriend is committing to donate $4,548 worth of product every year to the Little Miracles Trust — New Zealand's national neonatal charity. Every month, we send products directly to the Trust, and their team gets them into the hands of the families who need them most: parents of multiples juggling two or more little ones at once, and mums who simply can't afford a breast pump. The Trust manages all of it. We send the product; they make sure it reaches the right whānau. It's a partnership I trust completely, because no one understands these families better than they do. Why this matters so much Around one in ten Kiwi babies spends time in a NICU or SCBU. Every year in Aotearoa, roughly 4,800 babies are born prematurely, and more than 1,000 full-term babies need specialist neonatal care too. Behind every one of those numbers is a mum. A mum who may be expressing milk around the clock for a baby she can't yet hold. A mum trying to feed twins or triplets while she recovers herself. A mum facing costs she never planned for, at the most overwhelming time of her life. And here's something a lot of people don't realise: the Little Miracles Trust receives no government funding at all. Everything they do is powered by the generosity of individuals and businesses who choose to step up. A story that says it all Sammie Nonu, with her triplet boys If you ever wonder why this matters, this is why. Sammie Nonu, a first-time mum to triplet boys born four months early, shared her journey with us: "My BreastFriend journey began when I became a first-time mum to three beautiful triplet boys who decided to make their grand entrance into the world four months early. Alongside feeling completely overwhelmed by absolutely everything, the words 'expressing' and 'pumping' were completely foreign to me and, quite frankly, they stressed this new mama out. Fast forward 147 days in the NICU, and I genuinely don't think I would have had such a successful breast pumping journey or maintained my milk supply without BreastFriend. As a portable, hands-free pump, it gave me the freedom to express while still being fully present through everything our NICU journey threw at us. That freedom was essential during some of the most fragile days of our lives. BreastFriend helped me provide enough milk for three extreme micro-preemie babies, and for that I will always be grateful.Not only is the product incredible, but the company behind it is too. It's clear that the founder's passion is to support mothers through every stage of their breast pumping journey. BreastFriend played such a significant role in helping me through one of the most challenging seasons of my life, and I genuinely couldn't recommend this breast pump enough!" Three babies. 147 days in the NICU. This is exactly the kind of family our pledge exists for — and exactly why making it monthly matters so much. From a one-off gift to an ongoing promise This isn't the first time we've given back. Back in August 2025, just weeks after we launched, we donated $1,682 worth of product to mums in need. It meant the world to be able to do that so early on. However, a one-off never quite felt like enough. Families in the NICU don't need help just once. They need it every week, every month, through the long stretch of neonatal care and the transition home afterwards. So we've made our support ongoing. Every month, without fail, the products keep coming. Every order plays a part And this is only possible because of you. Every single order placed with BreastFriend helps fund this pledge. So when you shop with us, you're not just supporting your own feeding journey — you're helping a mum you'll never meet get the pump or the products she couldn't otherwise afford, at the exact moment she needs them. That's the kind of business I've always wanted BreastFriend to be. One that shows up. One that gives back. One that remembers where it started — with a mum at home, believing that every other mum deserves support too. Thank you for being part of it. 🧡 Marie-Claire Founder, BreastFriend
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Nominate BreastFriend for the OHBaby! Awards
BreastFriend has the chance to be nominated for the OHBaby! Awards, and if The Breasties have made your pumping journey a little comfier, we'd be so grateful for your vote.
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