Urinary incontinence is a global health problem which affects approximately one-third of women in their lifetimes. It is an embarrassing condition associated with poor quality of life and other negative health outcomes. One small study in 1994 suggests prevalence is significantly higher in Māori women, affecting nearly half. Despite the gravity of this statistic, there has been no further research on urinary incontinence in this demographic. It is well documented that Māori woman additionally have a higher prevalence of other comorbidities, such as obesity and diabetes. Through kaupapa Māori and grounded theory methodology, this qualitative study aims to explore the impact of urinary incontinence on Māori women’s health and wellbeing.