One thing I love about the Hackerlily community is that we’re full of parents doing all the things—running businesses, raising babies, building dreams, and still managing to get everyone dressed(ish) and out the door (eventually).
One of those powerhouse parents is Alicia Segal, a Sydney-based mum of two, small biz founder of Bubka, and full-time wrangler of a busy toddler and velcro baby. Her story is one so many of us will relate to: trying to juggle parenting, work, life, and keep our spines intact while doing it.
Here’s how Alicia is using the HipSurfer to make life easier and keep her back from giving out halfway through daycare drop-off.
Meet Alicia & Her Boys
Alicia lives in Sydney with her husband, toddler (2.5 years old), and baby (6 months old). Life is, in her own words, “very non-stop” with daycare runs, small business hustle, playground sessions, and ice cream dates packed into every spare minute. “There’s always someone catching a cold or needing a snack,” she laughs. Yep. We feel that in our bones.
Her toddler is full of beans and charm, dishing out cheeky grins and surprise cuddles. And her bub? Full-stage velcro baby. If she’s stirring the pasta, he wants to check if the noodles are done. “I didn’t even know what a velcro baby was until I had one,” she says.
From Feeding Frustration to Founder of Bubka
After struggling with feeding and pumping thanks to an undiagnosed tongue tie, Alicia knew being tethered to a wall with a clunky pump wasn’t going to cut it. So she and her husband created Bubka—a small business that sells wearable breast pumps and breastfeeding gear for mums who need to move (and multitask) while staying hands-on with their babies.
The goal? Give mums what they actually need and nothing they don’t. (Yes please.)
Why Alicia Fell in Love With the HipSurfer
“I saw Hackerlily on Instagram and instantly thought this is genius,” Alicia says. After a few DMs back and forth, she realised the HipSurfer was exactly what she needed for her second bub. “We already had a carrier, but it just didn’t cut it for quick trips or when I was cooking at home. The HipSurfer made everything easier for both me and bub.”
Top 5 Ways the HipSurfer Has Changed the Game
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Evening Chaos? Sorted.
“Wearing it during witching hour while cooking dinner has been a saviour. Bub stays calm, I stay sane.” -
Daycare Stair Sprints = No Sweat
“There are stairs on the walk to daycare. When my toddler wants up, the HipSurfer makes it so easy.” -
More Cuddles, Less Crankiness
“My bub loves being close. He even falls asleep in it. And my toddler thinks it’s a roller coaster!” -
Epic for Errands
“Running to grab milk doesn’t feel like a mission anymore. I don’t need a pram or bag, just the HipSurfer and we’re good.” -
Dad and Grandparents Approved
“My husband wears it every morning to walk our toddler. And the grandparents are obsessed! They love how light and easy it is.”
Real Life, Real Use
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Walking to daycare
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Doing chores
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Cooking dinner
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Shopping trips
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Airport travel (soon!)
Alicia’s tip? “Leave it in the car. You’ll end up using it everywhere.”
But What If You Already Have a Carrier?
“If your baby never wants to be put down, this is SO worth it,” Alicia says. “Unlike other carriers, you don’t need a how-to video to figure it out. The HipSurfer is grab-and-go parenting support.”
It’s not just another baby product, it’s a tool that makes life that bit easier when your arms are tired and your to-do list is wild.
A Bit About Bubka (Because It’s Brilliant)
If you haven’t met Bubka yet, check them out. Their wearable pumps are lightweight, discreet, and designed for real-life parenting (yes, even if your baby is hanging off you and your toddler is feeding the dog crayons).
🍼 Bubka Move is their flagship wearable electric breast pump and it’s helped Alicia continue breastfeeding even while juggling daycare, business admin, and everything else that gets thrown at her day-to-day.
Check them out at bubka.com.au.
Final Word From Alicia
“It’s easy. It’s comfy. And it’s saved me SOOOO many times. Whether you’re a new parent or a seasoned multitasker, the HipSurfer just works.”
✨ Want to make your daily parenting juggle a little lighter (and a lot comfier)?
Check out the HipSurfer here—because your back deserves better.
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