Swoob's efforts empower, inspire, and motivate women to show up, be present, and become their best self! The idea for the company came while climbing in Utah's Wasatch Mountains. They noticed most women would stow things in their bra while climbing. After talking to other active gals they found many use their sports bras as a pocket to store anything from energy pouches to keys and phones. Realizing an opportunity, Swoob was born around a mission to support the active lifestyle of females.