From AMP to Activewear: How Faye Tan Turned Postpartum Pain into an eCom Powerhouse

Free SEO Audit Here What happens when a corporate high flyer hits burnout, becomes a mum, and decides the activewear industry is failing women like her?In this episode of eCommerce Australia, host Ryan Martin sits down with Faye Tan, founder of Mama Movement one of Australia's fastest-growing activewear brands that’s disrupting the maternity and colourful activewear space! Faye spent over a decade climbing the ladder at AMP, leading strategic innovation projects and shaping the future of finance. But after returning from maternity leave to a job she no longer loved, with mum guilt weighing heavy, she made a radical decision: quit the security, take a redundancy—and launch an eComm brand from scratch in the middle of lockdown.Armed with zero experience in fashion, manufacturing, or eCommerce, Faye channeled her postpartum struggles into purpose. Six months later, Mama Movement was live with four hero products, a home-built community, and a mission to help women feel good in their bodies again.Today, Mama Movement is not just a brand—it’s a movement. From their bestselling rainbow splattered raincoats to maternity-friendly leggings that fly off the virtual shelves, Faye has built a loyal customer base, a 3,000+ person Facebook focus group, and an ultra-engaged social following that converts.In this no-filter chat, Faye breaks down exactly how she did it.🔥 In this episode, you’ll learn:The surprising emotional trigger that sparked Faye’s decision to leave a cushy corporate jobWhy mom guilt can be a powerful entrepreneurial fuel (if you let it)How she launched Mama Movement in just six months without visiting factories or knowing how to read a tech packThe one thing she nailed early that created launch day sales from total strangersWhy sharing the messy middle on Instagram outperformed polished contentHow organic content supercharges paid Meta ads, and the role UGC plays in growthThe SEO sleeper hit that’s quietly driving high-converting traffic to her siteHow to use Facebook Groups as a free focus group (and a VIP customer funnel)How she’s expanding into global markets (with caution) thanks to Australia’s EMDG grant🛍 Faye's Toolkit:Judge.me for review automation and SEO-friendly customer languageTolstoy to bridge the gap between polished eCom and raw, authentic videoMeta Ads + Organic UGC: The formula that keeps CAC low and LTV risingFacebook VIP Group: 3,000+ loyal fans, early feedback, and exclusive drops