Having built The FitMAMA Way – the all-star app for mums on their journey through motherhood, wellness and health – Mari-Carmen Sanchez-Morris is an advocate for accessible information around pre and postnatal health and wellbeing. Covering all periods of a mother’s life from prenatal to menopause, she has created the pocket-friendly, go-to guide which empowers mothers when it comes to their own body and mind
Can you tell us a little about your background and your company?
I went to University of Nottingham to study to be a nurse, I graduated with a 1st class honours degree in nursing and got my first nursing job on paediatric intensive care at the children’s hospital in Birmingham. When I had my first son 8 years ago, whilst on maternity leave I set up my own health and fitness business after witnessing first hand the lack of information and support for prenatal and postnatal mothers in relation to health and wellness. Over the years we grew this business and during lock down started research on the FitMAMA app after recognising a crucial gap in women’s health app for mothers, which are evidence based and have everything a mother needs in one place. We launched successfully in 2024, over the last 12 months we have grew our user base with 5-star reviews on the store and now branching into corporates to support women’s health provisions specifically mothers returning to work post maternity leave.
What inspired you to start your business?
The idea for FitMama came from my personal experiences as a mother. When I had my children, I saw firsthand the lack of consistent, evidence-backed support for mothers during the prenatal and postnatal periods, especially when it came to health and fitness. Like many mothers, I was unsure how to care for myself during pregnancy and beyond—how to exercise safely, recover postpartum, and prioritise my well-being. This gap in maternal health provisions, combined with my background as a Registered Intensive Care Nurse and a women’s health and fitness coach, inspired me to create a solution that didn’t just react to maternal health challenges but proactively supported mothers throughout their entire journey.
How did you create awareness for your brand?
I started my first company eight years ago, building it from the ground up through word of mouth, hard work, and sheer determination. That strong reputation has carried over to The Fit Mama Way, giving us a solid foundation to grow from.
To expand our reach, we’ve invested in PR and paid marketing, but nothing compares to the power of word-of-mouth and referrals. In the early days, we focused heavily on listening to our users—gathering feedback to shape future developments and improvements. Ensuring our users are happy and that we’re genuinely solving their problems has always been at the heart of what we do.
What strategies helped you secure funding and scale your business?
Innovate UK has played a significant role in our growth, providing both funding and invaluable expertise. Specifically, my IGS Jude Hough, a growth specialist whose guidance has been instrumental in getting investment-ready and navigating the world of grants. In 2024, we secured an Innovate UK grant—a huge milestone that reinforced the strength of our mission.
LinkedIn has been a game-changer for building my personal brand and raising awareness of The Fit Mama Way. Over the past 12 months, I’ve consistently shared our journey, insights, and traction, which has expanded my network and sparked meaningful conversations with investors.
Beyond that, attending networking events—especially those focused on funding—has been invaluable. Warm introductions to investors have been priceless, as relationships and trust play a crucial role in securing investment. We’ve also ensured our business fundamentals are solid, with strong traction, a clear market need, and a scalable model—key factors that have helped us attract interest and funding.
What have been your biggest successes so far?
One of our proudest achievements has been receiving consistent 5-star feedback from our users. Knowing that FitMama is making a real difference in mothers’ lives—helping them become healthier, happier, and stronger—is incredibly fulfilling. It validates the need for what we’re building and motivates us to keep innovating.
On a personal level, it’s deeply rewarding to leverage my background as a nurse, women’s health and fitness coach, and mother of three to drive FitMama forward. I stand firmly as a voice for mothers, advocating for better maternal health provisions. FitMama isn’t just a business; it’s a mission to pioneer change in how maternal health is approached. And I won’t stop until we’ve made meaningful progress.
What are your plans for the future?
The future of FitMama is about disrupting the maternal health space for the better. We aim to be recognised as the gold standard in maternal health technology, providing personalised, preventative, and proactive programs that transform how mothers are supported. Our vision is to partner with the NHS and corporations globally, ensuring every mother has access to evidence-based, holistic care.
We’re also pushing forward with cutting-edge innovations, including integrating AI-driven personalisation into our app and expanding into new markets like the US. We envision a future where maternal health is no longer overlooked, and FitMama is leading the way—not just as an app but as a movement for change.
What advice would you give to aspiring female entrepreneurs?
Have a clear vision and a north star. Entrepreneurship is a challenging journey, and there will be days when it feels like the world is against you. In those moments, your vision and mission need to burn brighter than ever. Successful entrepreneurs are those who keep pushing through adversity and maintain an unwavering belief in their ideas.
Equally important is surrounding yourself with the right people. I wish I had sought help sooner from experts and mentors. No founder can do it all alone. The most successful companies thrive because of teams with diverse skills and the ability to execute the vision effectively.
Lastly, back yourself fully. Believe in your mission so strongly that others can’t help but believe in it too. Your passion, self-belief, and dedication are contagious—and they’re what will inspire investors, customers, and partners to join you on your journey.
What are your top three tips for entrepreneurial success?
1. Unshakable Grit and Self-Belief
Entrepreneurship is a rollercoaster—one day you’re winning, the next you’re facing setbacks. The key to pushing forward is unwavering self-belief, grit, and tenacity. Even on the toughest days, when it feels impossible, you have to keep going. I’ve built this resilience over the years by continuously investing in my own personal development, learning from challenges, and staying committed to the bigger vision.
2. Listen to Your Customers
In the early days, it’s easy to get caught up in chasing big numbers, but real success comes from deeply understanding your first 100 customers. Focus on them—learn whether your product is truly solving their problem, what’s working, and what needs to improve. This insight will help you refine your offering, reach product-market fit faster, and lay the foundation for scaling with confidence.
3. Trust Your Gut and Validate Advice
Everyone has an opinion, and in the early stages, you’ll receive a flood of advice—some valuable, some not. Over the years, I’ve learned that the worst decisions often come from ignoring my own instincts. Trust your gut, but also validate the source of the advice. Is it coming from someone who has walked this path, or are they just sharing what they ‘think’ without real experience? The difference is huge. Stay true to your vision, but be selective about the guidance you follow.
Who are five people who inspire you the most, and why?
My Clients – The women I work with every day are my biggest inspiration. They juggle busy lives, families, and careers, yet they still find the strength to prioritise their own health and well-being. Watching them push through adversity, step outside their comfort zones, and commit to their personal growth reminds me why I do what I do. Their resilience and determination are truly incredible.
Sara Blakely (Founder of Spanx) – She built Spanx from the ground up with no outside investment, proving that belief in your idea and relentless perseverance can create a global brand. Her story is a testament to trusting your instincts, taking risks, and breaking barriers as a female entrepreneur.
Melanie Perkins (Co-founder of Canva) – She built Canva into a multi-billion-dollar company by making design accessible to everyone. Her journey is proof that persistence, innovation, and a strong mission can change an industry. She’s also a great example of how tech can be used to empower people—something I strive for with The Fit Mama Way.
My Children – They are my greatest motivation and my ‘why.’ Becoming a mother changed my perspective on life, health, and business. They push me to be a better version of myself every day, and they are the reason I’m so passionate about creating a healthier future for women and families.
What are your favourite inspirational or motivational quotes?
She believed she could, so she did.” – R.S. Grey
“Success is not final, failure is not fatal: It is the courage to continue that counts.” – Winston Churchill
“Success doesn’t come from what you do occasionally, it comes from what you do consistently.” – Marie Forleo
Where can our readers connect with you?
You can find me on Linkedin here- https://www.linkedin.com/in/maricarmen-fitmamaapp/
Our website www.thefitmamaway.co.uk
Instagram @the_fitmama_way
