Elite athletes are often seen as symbols of strength and invincibility, but four-time Olympic diver and three-time medalist Meaghan Benfeito is shattering that perception by addressing a deeply personal and often stigmatized issue: urinary incontinence. In collaboration with TENA, Benfeito shares her story in a new documentary, Who Are You Calling Weak?, aiming to normalize conversations about a condition that affects many, including elite athletes.
Urinary incontinence is far more common than many realize, with studies reporting that 28% to 80% of female athletes experience it, particularly in high-impact sports like gymnastics, ballet, and track and field. For Benfeito, it was a frequent occurrence during her diving career.
“I don’t understand why urinary incontinence is associated with weakness,” she says. “To me, it’s not a reason to judge someone as weak. This situation doesn’t define anyone. Personally, in diving, it happened to me often. Fortunately, I’ve always been surrounded by people who were open to talking about it.”
Benfeito’s openness about her experience challenges stereotypes and aims to break the stigma around the issue. Through the documentary, TENA Canada seeks to spark intergenerational conversations among women and highlight how common incontinence is. According to TENA, nearly 50% of adult women experience some form of incontinence, often in silence.
“When we approached Meaghan, we didn’t expect such frankness from her,” says Natali Nino-Rivero, Brand Manager at TENA Canada. “She quickly immersed us in her world of elite diving, sharing anecdotes, precious moments, and her bladder leakage reality. She embodies our consumers: determined and confident women who let nothing stop them.”
Now retired from diving, Benfeito has embraced a new chapter as a CrossFit instructor in Quebec and a mother to her young son, James. She hopes to use her platform to normalize conversations around incontinence and empower women to speak openly.
“The more we talk about urinary incontinence, the more comfortable we can be with the subject,” she says. “If I can use my voice to explain that it’s OK to talk about it and that it is more common than we think, I’ll gladly do so.”
Interest in the topic of incontinence has surged, with Google Trends reporting a 500% increase in related searches over the past year. Canadians are seeking educational content, treatments, and products that allow them to live confidently. Nearly 30,000 monthly searches focus on adult incontinence products, reflecting a growing demand for solutions that prioritize dignity and independence.
Benfeito’s journey is a powerful reminder that strength isn’t defined by perfection. By sharing her story, she hopes to break barriers, foster understanding, and encourage women to embrace their realities without fear or shame.
Photo: TENA/Meghan Benfeito
