Moova

As former Chief Science Officer for one of the world’s largest baby carrier companies, and author of several respected scientific articles, Dr. Henrik Norholt set out on a deeply personal journey: to understand how baby carrying might influence a baby’s motor development.

What he discovered both surprised and unsettled him. The research was clear — and troubling. Most modern baby carrier designs simply don’t align with what infants actually need in their earliest months: freedom to exercise their gradually developing ability to control first their head, then their upper body, and eventually to use their arms and hands to reach, explore, and connect with the world. These milestones unfold within the baby’s first six months — a time that forms the very foundation for later social and cognitive growth.

And yet, the available baby carriers meant to support this stage were doing the opposite.

That realization marked the beginning of Moova.

Together with leading experts in ergonomic design and garment construction, Dr. Norholt spent years developing something different: a carrier that honours what babies are truly capable of — and what they deeply need and desire. The result is Moova: a patent-pending baby carrier design that supports infants’ natural motor development through gentle, adaptable structure — offering freedom of movement from the very beginning.

At the same time, it’s designed with the realities of parenting in mind: simple to put on, deeply comfortable, and safe.

Moova also addresses the challenges that make so many parents give up on baby carrying entirely: babies who resist being carried from 3–4 months of age, the controversial forward-facing position around 5–12 months, and carriers that are so complicated they end up on the shelf.

Moova was created to change that — with empathy, science, and a deep respect for the connection between you and your child.