Sweaty Betty

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Sweaty Betty
Founded1998 (1998)
HeadquartersLondon, England
Key people
Tamara Hill-Norton (founder)
Simon Hill-Norton (founder)
Julia Straus (CEO)
Sports equipment
ParentWolverine World Wide

Sweaty Betty is a British retailer specialising in women's activewear, founded by Tamara and Simon Hill-Norton.[1] It has over 50 boutiques in the United Kingdom, six boutiques in the United States and concessions in department stores Harrods and Bloomingdale's. In August 2021, Sweaty Betty was bought by American apparel manufacturer Wolverine Worldwide. [2]


Sweaty Betty was founded in 1998 by Tamara and Simon Hill-Norton with one boutique in London's Notting Hill. By 2003, the company had expanded to five boutiques.

In 2006, Sweaty Betty opened their first concession in Selfridges and now feature in the in-store Body Studio – this was later followed by one in Harrods.[3]

As of 2016, there were over 40 Sweaty Betty boutiques around the UK, 6 in the US and 4 department store concessions as well as a British and American online store.[citation needed]

In 2019, Sweaty Betty's website was targeted by cyber-criminals, who inserted malicious code into its eCommerce website to capture customer card details during the checkout process.[4]

In August 2021, Sweaty Betty was bought by publicly traded American apparel manufacturer Wolverine Worldwide for £300m. [2]

As of May 2022, there are 47 Sweaty Betty boutiques and 14 department store concessions in the UK. There are also 49 department store concessions in the U.S., and 17 boutiques and department store concessions in Canada, Germany, Hong Kong, Ireland, and Singapore. There are also online stores for the British and American markets.[5]


In 2001, Sweaty Betty was named Sports Industries Federation "sports retailer of the year".[6]

In 2015, Sweaty Betty won an award for "Healthiest Employees" as part of Vitality Health Insurances' Britain's Healthiest Workplace Awards.[7]


  1. ^ "Sweaty Betty". Shopping Centre. 11 May 2006. Archived from the original on 27 December 2013. Retrieved 23 August 2012.
  2. ^ a b "BBC News article on sale". 3 August 2021.
  3. ^ "Little Black Book". Europe Intelligence Wire. Financial Times. 15 April 2012. Retrieved 1 July 2012.
  4. ^ Baldwin, Caroline (4 December 2019). "Sweaty Betty admits eCommerce data breach". Essential Retail. Retrieved 15 April 2020.
  5. ^ Sweaty Betty
  6. ^ CASE STUDY: Sweaty Betty locates success Archived 27 August 2012 at the Wayback Machine
  7. ^ Healthiest, Workplace (October 2016). "Healthiest Workplace". Healthiest Workplace. Vitality Health Insurance. Archived from the original on 24 August 2016.

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