Becs Gentry AttnGrace Partnership Is Official

The Peloton instructor shares her personal wellness brand collaboration with her community.

The Becs Gentry AttnGrace partnership is official. The Peloton instructor and elite marathoner announced the collaboration on her Instagram, telling her community that AttnGrace keeps her feeling confident “mid-run or just surviving a busy mom day.” 

What Is AttnGrace?

AttnGrace is a female-founded, Certified B Corp personal care brand built specifically for women as they age. Founded by Mia Abbruzzese and Alexandra Fennell and based in Cambridge, Massachusetts, the brand set out to solve a problem that millions of women face but rarely discuss openly: bladder leaks.

Their product line includes:

• Pads, briefs, and wipes made with plant-based materials
• Formulations free of the bleaches, dyes, and fragrances that commonly cause skin irritation
• A direct-to-consumer subscription model that ships on a schedule customers control

In 2024, AttnGrace earned Good Housekeeping’s Best Sustainable Innovation Award, backing up its reputation as a brand that delivers on both performance and values.

Gentry tagged #bladderleaks directly in her post, signaling that she is not softening the conversation around what this product does and who it serves. That kind of directness is consistent with how she has approached her public platform.

 

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A post shared by Becs Gentry (@becsgentry)

Why the Becs Gentry AttnGrace Partnership Makes Sense

The Becs Gentry AttnGrace partnership is a practical one. Bladder leaks are common among active women and particularly among runners. It is one of the most prevalent and least discussed challenges in women’s fitness. As a competitive marathoner who completed seven marathons on seven continents in seven days during the 2024 Great World Race, Gentry understands what the body goes through under sustained athletic pressure. Her audience does too.

Gentry is also a mother to daughter Tallulah, born in October 2022. That reality shapes how she framed this partnership, connecting the product not only to running performance but to the demands of everyday life as a parent. The combination of athlete and mother is central to how she introduced the collaboration to her community, and it reflects the authentic positioning that Attn: Grace has built its brand on since launching.

Building a Brand Beyond the App

Gentry’s partnerships consistently reflect a clear set of values. She is a Hoka Global Brand Ambassador and co-hosts the NYRR Set the Pace Podcast alongside NYRR CEO Rob Simmelkjaer. The Becs Gentry AttnGrace partnership adds a dimension her other collaborations do not cover, one grounded specifically in women’s health and the physical changes that come with age and athletic intensity.

Peloton instructors have increasingly developed independent brand identities that operate well beyond the platform. Gentry fits that pattern, but she has been open about one guiding principle: she works only with brands that genuinely align with her priorities. That context makes this partnership read as a considered choice rather than a routine sponsorship.

What It Means for Her Community

For Gentry’s followers, the collaboration offers something concrete. The discount code BECS20 takes 20% off any AttnGrace order, and the brand’s subscription service makes it straightforward to stay stocked without a separate shopping trip. Members who follow Gentry across platforms, from the Peloton app to Instagram, can find the details directly on her feed.

The Becs Gentry AttnGrace partnership is a clear example of what happens when a brand deal reflects a genuine intersection of an athlete’s real life and her audience’s needs. Gentry trains hard, she runs long, and she is raising a toddler. Attn: Grace makes products built for exactly that.

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