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This study used a multi-methods design and received ethical approval from the Psychology Research Ethics Committee, University of Cambridge (PRE.2017.037 and PRE.2017.077).We followed the Standards for Reporting Qualitative Research (see online supplementary file 1).

We sent a reminder email prior to the interview and if participants were not contactable for the interview, attempted to rearrange the interview.

Participants provided written consent before the interview and received no compensation for participating.

We will use the behavioural analysis presented to design an intervention using the subsequent steps in the BCW.

This is an open access article distributed in accordance with the Creative Commons Attribution 4.0 Unported (CC BY 4.0) license, which permits others to copy, redistribute, remix, transform and build upon this work for any purpose, provided the original work is properly cited, a link to the licence is given, and indication of whether changes were made. In the UK, 42% of women do not meet the UK physical activity (PA) guidelines for health,1 despite well-documented physical and psychological health outcomes.2 Additional positive outcomes of PA for postnatal women within 12 months of childbirth are reduced postnatal depressive symptoms,3 reduced postnatal weight retention4 and positive influence on children’s PA levels.5 6 However, the prevalence of postnatal inactivity is concerning,7 and longitudinal studies show low PA levels throughout pregnancy and the postnatal period.8 9 Postnatal women are less active compared with age-matched peers, fathers10 and parents of older children.11 Encouragingly, research has described this period as a ‘teachable moment’, a major life event which provides an opportunity for health behaviour change.12 Best practice guidelines for developing interventions recommend using theory13 and suggest that theory-based interventions are more effective than non-theory based.

Participants responded to study advertisements by expressing an interest.

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