How Suzie Betts' health scare inspired Boob Armour

Where it started

Suzie Betts, who now runs her small business Boob Armour, had undergone scans that found lumps in her right breast. She went to a breast cancer surgeon to find out if they were cancerous.

“She asked if I had ever experienced trauma to my breasts, a question that puzzled me initially,” Betts told Women’s Agenda.

“The surgeon explained that breast trauma could present as fat necrosis, mimicking cancer. My lumps were indeed trauma-related, not cancerous, but the experience of numerous tests and financial costs struck me deeply.”

Betts looked into research around breast trauma, particularly in sport. She found that many women and girls playing contact sport sustained breast injuries when only wearing a sports bra.

Suddenly, Betts was thinking of her two daughters. They were playing contact sports at the time, and she wanted to develop a protective solution – for them, and for other female athletes.

Thus, Boob Armour was born.

“Through extensive testing, I created Boob Armour inserts, designed to fit naturally in bras,” Betts said. “This journey has fuelled my passion to protect girls and women from breast injuries, ensuring their long-term health and confidence.”

Surprises

It was an exciting time for Betts when she launched her small business – but the experience was full of surprises. 

“Initially, I anticipated the dedication and effort required, but the reality surpassed my expectations,” Betts said.

There were a lot of unforeseen challenges along the way, and Betts quickly realised that passion and a good idea isn’t all you need to guarantee success.

“While passion is crucial, it is only the beginning. Many underestimate the complexity of running a business, which involves multifaceted tasks such as financial management, marketing, logistics, and customer service.”

Long hours, setbacks, continuous learning – that’s what it takes to be a small business owner, Betts said, and that’s what she learned when she began.

“A common misconception is the idea that being your own boss equates to more freedom,” Betts said. “In reality, small business owners often work harder and longer than they did in traditional jobs. Understanding these challenges and being ready to navigate them is essential.”

There wasn’t just one, but many times Betts considered giving up on her idea, especially in the early days of her company.

“The initial challenges of securing funding, facing production issues, and dealing with market scepticism were overwhelming. One particular low point was when a major partnership fell through at the last minute, jeopardising our launch plans. The weight of these setbacks made me question the feasibility of my vision,” Betts said. 

But what kept her going was possibly the biggest surprise of all for Betts.

“The overwhelming support and positive feedback from the community, particularly from women and girls who benefited from Boob Armour, were heartening surprises. Hearing personal stories of how Boob Armour improved their confidence and health underscored the importance of my mission. I realised that my mission was bigger than the obstacles I faced".

Success

Four years on from Boob Armour’s launch in 2020, Betts’ company is reaching new heights each day. But her biggest success story to date is Boob Armour’s partnership with the AFL and AFLW.

“This partnership significantly elevated our brand's credibility and reach, showcasing our product's effectiveness in protecting female athletes,” Betts said.

Betts was also the recipient of the 2023 Emerging Entrepreneur of the Year award at the Women’s Agenda Leadership Awards, supported by CommBank Women in Focus. Winning this award was a milestone for her and a recognition of her efforts.

For Betts, though, it’s the everyday personal impact stories that equal success for her brand.

“One memorable example is from a young rugby player in Ireland who shared how Boob Armour transformed her experience. She went from accepting bruises and pain as a norm to playing confidently without fear of injury. Her heartfelt message about how our product had eliminated her breast pain and bruising highlighted the profound difference we are making.” 

‘Stay true to your mission.’

There are two words that Betts offers as advice for aspiring small business owners: resilience, and adaptability. 

“Starting and running a business is a challenging journey filled with ups and downs,” Betts said. “Be prepared for setbacks and view them as learning opportunities rather than failures.”

Market research, a solid business plan and financial management is crucial to the small business owner’s starter pack. But passion, dedication and a good supportive network is just as important.

“Finally, stay true to your mission and values, as they will guide you through difficult times and help you build a brand that resonates with your audience,” said Betts. “Persistence, dedication, and a willingness to adapt are key to turning your entrepreneurial dreams into reality.”

This article was written in partnership with Women's Agenda.