News
How the women’s health wearables battle is heating up

Around one in seven British adults use a smart watch or fitness tracker, with women more likely than men to use a fitness device, according to research from Silicon. But why is it that such devices are more popular amongst women than men? And how are the world’s tech giants adapting to suit this shift? Femtech World reports.
A fitness tracker can compile a variety of data about the wearer’s activities, depending on the complexity of the device. Users can monitor this data with a corresponding app, where they can manually input additional information about themselves and their lifestyle.
As a result, the makers of fitness trackers amass a wealth of data that can be used in many ways. Current privacy policies for many fitness tracking apps allow users’ information to be shared with others. Some researchers are already using data from these apps for health research.
Users have access to fitness, tips and healthcare advice at their fingertips. Women are making the most of trackers – and now, the giants of the tech world are fighting to provide the most useful resources to draw them in.
Here, we investigate how firms are broadening their technology to increase their appeal…
Apple
With Cycle Tracking on Apple Watches with iOS 13 and watchOS 6 or later, women can easily track their menstrual cycle, so they can get a better picture of their health.
This can be done in the Health app on their iPhone or the Cycle Tracking app on an Apple Watch. Notifications can be enabled to tell the user when the next period or fertile window is approaching.
In addition to the information that’s been logged for previous periods and cycle length, Health can use heart rate data from the Apple Watch to improve cycle tracking predictions.
Using heart rate data from Apple Watch to improve predictions is turned on by default, but it can be turned off at any time.
Apple announced early results from its health study in March, which was conducted alongside the University of Michigan School of Public Health. The figures are collected from those who choose to participate via the Research app the company launched back in 2019. This all forms part of Apple’s attempts to take a more serious approach to user health, built, in part, on data collected through the iPhone.
Data was collected from 10,000 participants around the United States with a range of different ages and ethnic backgrounds. Apple and research partner Harvard looked to study the connection between menstrual cycles and a variety of different health conditions, including infertility, polycystic ovary syndrome and perimenopause.
Early results note that symptoms like nausea and sleep changes are common, along with more frequently discussed things like bloating and cramps. The study also shows that many of the tracked symptoms are common and consistent across age, race and location — even though they may not be spoken about. The company says the efforts are, in part, to de-stigmatise discussions around the above.
Fitbit
Like Apple, Fitbit provides menstrual health tracking which includes elements such as helping to predict periods, a user’s estimated fertile window, and more.
The female health tracking feature was added to the watch in May 2018 to allow women to collate data about periods and ovulation alongside the other metrics. According to Fitbit, it was one of the firm’s most requested features
Tracking the cycle can allow the user to gain a better understanding of what’s happening in her body, help them to recognise any recurring irregularities, and identify menstrual patterns linked to everyday activities like sleep and exercise.
The Fitbit app will help to learn about a typical period length, estimated fertile window and ovulation day, and other information related to the cycle. Continuing to log and verify periods will provide more accurate predictions and offer greater insight into menstrual patterns.
Fitbit uses the data provided to estimate predictions, which will take into account the average cycle and period lengths provided during setup, although the period will need to be logged consistently to receive more accurate predictions.
However, in 2018, BBC News reported that women who had signed up to Fitbit’s period tracker have complained that it only allowed them to log periods of 10 days or fewer.
Many women pointed out that they can last much longer, making the tracker on the wearable fitness device useless for many users.
Fitbit confirmed that “currently a period must be less than 11 days”, and that it had asked those concerned to comment and vote on its suggestions board.
Three years later, it is unconfirmed whether the issue had been resolved.
Samsung
In 2020, Samsung took the leap (much delayed behind every other company) and now offers the long-awaited feature: period tracking.
Samsung rolled out an update, version 6.9.0.055, which adds a new women’s health category and allows users to track their menstrual cycles.
The addition of period tracking is part of Samsung’s attempt to make Samsung Health more comprehensive, allowing it to do more than simply monitor activity.
In 2019, Samsung Health added Calm’s meditation, relaxation and sleep services, along with blood-pressure monitoring and stress detection, to its Galaxy Watch Active.
As discussed above, it shows that the companies are meeting with the demand for women’s fitness. Whether it’s trackers designed to fit bodies or tech built to address specific health issues that females face, more and more companies are creating wearables to keep healthy.
Not only are these developments important because they address the needs of the female generation, they make business sense. The rise of ‘femtech’, a term coined by Ida Tin, founder of period tracking app Clue, is big news. The market is expected to grow at a compound annual growth rate of 16.2 per cent from 2021 to 2027, and FemTech Analytics reported that, while in 2013 the sector barely totalled US$100m annually, it’s now expected to exceed US$60 billion within the next decade.
Fertility
AI could transform ovarian care through personalisation, study finds

AI could transform ovarian care by personalising cancer and fertility treatment, but more clinical validation is needed before routine use.
A systematic review and meta-analysis found AI models showed high diagnostic accuracy for ovarian cancer when combining data such as ultrasound scans and blood test results.
Across 81 studies, AI models correctly identified ovarian cancer in around nine out of 10 cases, with pooled rates of 89 to 94 per cent.
They were also highly accurate at ruling out ovarian cancer when it was not present, with specificity of 85 to 91 per cent.
The analysis also found that explainable AI tools could predict complete surgical cytoreduction in advanced ovarian cancer.
Complete surgical cytoreduction means removing all visible cancer during surgery, which can be an important goal in treatment planning.
The tools achieved a pooled AUC of 0.87. AUC is a measure of how well a model distinguishes between different outcomes, with higher scores showing stronger performance.
In reproductive medicine, AI algorithms helped physicians optimise ovarian stimulation protocols and predict follicular growth during IVF.
Ovarian stimulation is the use of hormones to encourage the ovaries to produce eggs, while follicles are the small sacs in the ovaries where eggs develop.
The review found AI could reliably model ovarian response in IVF with a pooled AUC of 0.81.
However, researchers said challenges remain in translating promising research findings into routine clinical practice.
They identified substantial variation across studies, driven by retrospective study designs, variable AI systems and a lack of standardised validation.
Only 22 per cent of analysed studies reported prospective, multicentre external validation, where models are tested forward in time across multiple healthcare settings.
The authors called for rigorous validation to help close the gap between research and routine clinical practice, alongside standardised methodological and reporting frameworks, smooth integration with clinical workflow and robust governance to support responsible and ethical AI use.
They concluded: “Artificial intelligence is a transformative force in the management of ovarian conditions.
“In gynaecologic oncology, AI enhances every phase of care, from early detection and accurate diagnosis to prognostic stratification and surgical planning.”
In reproductive medicine, AI personalises ovarian stimulation and refines the diagnosis of heterogenous endocrine disorders such as PCOS.
PCOS, or polycystic ovary syndrome, is a hormonal condition that can affect periods, skin, weight and fertility.
Cancer
Three cancer innovators shortlisted for Femtech World Award

Femtech World is delighted to reveal the shortlist for this year’s Women’s Cancer Innovation award.
The award, sponsored by Endomag, will honour a groundbreaking innovation dedicated to the prevention, early detection treatment or ongoing care of cancers that uniquely or disproportionately affect women.
Endomag is a medical technology company devoted to improving the global standard of cancer care.
Its Sentimag system, Magseed marker and Magtrace lymphatic tracer are used by thousands of the world’s leading physicians and cancer centres.
After careful review of this year’s submissions, we are delighted to announce the three shortlisted entries for the Women’s Cancer Innovation Award 2026.

Auria is tackling one of the most stubborn problems in breast cancer screening: the 66 per cent of women who simply don’t participate.
Rather than improving existing imaging pathways, Auria is creating an entirely new access layer: a non-invasive, at-home test that detects protein biomarkers for breast cancer in tears.
Auria’s test, a CLIA-certified Lab Developed Test, has been validated across more than 2,000 patients in multiple clinical studies with collaborators including MD Anderson Cancer Center and Stanford University.
It reports a sensitivity of 93 per cent and a negative predictive value of 98 per cent.

Founded on six years of combined research at the University of Barcelona and UC Irvine, The Blue Box has developed a non-invasive, urine-based test that detects breast cancer by analysing volatile organic compound (VOC) signatures – no radiation, no compression, no imaging facility required.
The test achieves a sensitivity of 88.42 per cent, outperforming mammography by 15 per cent overall, and by 30 per cent specifically in women with dense breasts.
The technology could function as a first-line screening tool in primary care settings, as a complement to mammography for high-density patients, or as an accessible alternative in healthcare systems where imaging infrastructure is limited.

Celbrea is a disposable and affordable thermal screening device that empowers women of all ages to stay on top of monitoring their breast health.
The device aims to add to doctors’ existing standard evaluation protocols with a quick, painless examination. Celbrea does not replace a mammogram but simply provides an additional way to screen for breast disease, including breast cancer.
The device consisting of two disposable pads with photochromic sensors. The pads are self-applied to each breast for 15 minutes.
1188 nano-sensors are embedded within a biocompatible multilayer pad, accurately measuring any temperature differences on the surface of the breast using liquid crystal thermographic technology.
What happens next
The shortlisted entries will now be judge by an Endomag representative who will reveal the winner at a virtual awards event on June 19.
Winners will receive a trophy and will be interviewed by a Femtech World journalist.
Insight
Common cancer marker may play active role in preventing the disease, study finds

Ki-67, a protein used to measure tumour growth, may also help prevent chromosome errors that drive cancer, a study suggests.
The findings could change how scientists view Ki-67, a marker commonly used in breast cancer and other tumours to assess how quickly cancer cells are growing.
Researchers found the protein may help preserve genome stability by maintaining the structural integrity of centromeres, key parts of chromosomes that help ensure DNA is shared correctly during cell division.
The research was led by professor Paola Vagnarelli at Brunel University of London in collaboration with scientists at the University of Edinburgh and the Technical University of Berlin.
Professor Vagnarelli said: “Doctors already measure Ki-67 to see how aggressive a cancer might be. But our results suggest it is actually helping maintain genome stability.
“That means it may be more than a marker. It could potentially also be a therapeutic target.”
The study examined three proteins that attach to chromosomes during cell division and help rebuild the molecular system that tells each new cell what kind of cell it is.
Every human cell carries identical DNA. What makes a liver cell different from a brain cell is which genes are switched on and which are kept inactive.
When a cell divides, that entire system of switches must be rebuilt. The three proteins involved in this process were Ki-67, Repo-Man and PNUTS.
Vagnarelli’s team developed a method that individually removes each protein from a living cell at the precise point of division. Older techniques could not isolate that moment cleanly.
They found that cells rely on all three proteins to reset themselves after division, but each failed in a different way when removed.
Without PNUTS, gene activity spiralled out of control and thousands of genes switched on at once.
Without Repo-Man, cells escaped safety checkpoints that usually stop damaged or abnormal cells from continuing to divide.
“What we didn’t expect was how clean the separation was,” said Vagnarelli.
Each protein fails in its own specific way. There is no redundancy, no safety net. Which means there are three separate points at which this process can go wrong.
“When the system breaks down, cells can emerge with the wrong number of chromosomes. That condition, called aneuploidy, is seen in disorders such as Down syndrome and in many cancers.
“We also found that these chromosome errors can trigger inflammatory signals inside the cell.”
Aneuploidy means a cell has too many or too few chromosomes, which can disrupt normal growth and function.
Inflammatory signals are chemical messages that can make a cell behave as if it is responding to injury or infection.
“These cells behave almost as if they are under attack,” said Vagnarelli.
“The immune response switches on because the genome is unstable.
“That link between chromosome imbalance and inflammation could help explain patterns we see in several diseases.”
The researchers said the findings may help cancer scientists better understand how chromosome instability, loss of gene regulation and cells dividing before they are ready contribute to tumour growth.
They said understanding the normal machinery that prevents these errors may help researchers find ways to push cancer cells into making mistakes they cannot survive.
“We now have a clearer map of the machinery that resets the cell after division,” said Vagnarelli.
“That knowledge gives us a starting point for thinking about new therapeutic approaches.”
Entrepreneur4 weeks agoFuture Fertility raises Series A financing to scale AI tools redefining fertility care worldwide
News3 weeks agoWomen’s digital health market set to reach US$5.28 billion in 2026 – report
Diagnosis4 weeks agoNew meta-analysis further supports low re-excisions and high placement accuracy with the Magseed marker
Pregnancy4 weeks agoNIPT or NT scan? Why the 2026 evidence supports doing Both
Mental health4 weeks agoLifting weights shows mental health and cognitive benefits in older women, study finds
Wellness4 weeks agoResistance training has preventative effects in menopause, study finds
Insight3 weeks agoWhy the UK’s fertility rate keeps falling – and what it means if you’re trying now
Events3 weeks agoWomen’s HealthX unveils Northwell Health, Corewell Health, Biogen & more to headline Chronic Disease stage







352 Comments