Sweaty Betty

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Sweaty Betty
Industry Retail
Founded 1998 (1998)
Headquarters London, England, UK
Key people
Tamara Hill-Norton (founder)
Simon Hill-Norton (founder)
Products Clothing
Sports equipment
Website sweatybetty.com

Sweaty Betty is a British retailer specialising in women's activewear, founded by Tamara and Simon Hill-Norton.[2] The brand has been ensuring that ‘style meets performance’ in women’s activewear for over 15 years, with the aim to "inspire women to find empowerment through fitness".[3] Sweaty Betty has over 50 boutiques in the United Kingdom, six boutiques in the United States and concessions in department stores Harrods and Bloomingdale’s.

Origins and History[edit]

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.[4]

As of 2016, there are 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.


Boutiques host Guest Instructor nights where fitness professionals lead classes and Q&A sessions. Past Guest Instructors have included Barefoot Ted of "Born to Run" fame, founder of Hamptons studio Yoga Shanti Colleen Saidman Yee, founder of Barrecore Niki Rein and the Olympian and founder of Volleybody Zara Dampney.[5]

In summer 2012 the company organised a series of guided sightseeing runs around London from their various boutiques under the banner "Run Britannia".[6]


In 2010 the company worked with the charity Breast Cancer Care as their official clothing partner. As part of this, Sweaty Betty raised money for the charity by providing bibs for competitors participating in events such as the London Marathon.[7]

In 2013, Sweaty Betty collaborated with the English National Ballet to create its SS13 dance range.[8]

Sweaty Betty also has a renewed collaboration with Neom Organics, a British retailer of natural and organic beauty products.[9]

In 2015, Sweaty Betty collaborated with top British designer Richard Nicoll for an exclusive limited edition collection, which featured on the runway at London Fashion Week.


In 2001, Sweaty Betty was named Sports Industries Federation Sports Retailer of the year[10]

Tamara Hill-Norton, Sweaty Betty's founder and Creative Director, was named the Harpers and Queen Entrepreneur of the Year in 2003.[11]

In 2007, Sweaty Betty was awarded the Customer Service Initiative at the Drapers Awards.[11]

In 2009, a Sweaty Betty boutique was awarded the Best Store Interior of the Year at the Retail Interiors Awards.[12]

In 2011, Sweaty Betty was awarded the Drapers Best Single-Brand Etailer Award.[11]

In 2013, Sweaty Betty won 'Most Active' as part of Britain's Healthiest Company Awards, a joint collaboration between Mercer, PruHealth and the Daily Telegraph.[11]

In 2015, Sweaty Betty won the award for 'Healthiest Employees' as part of Vitality Health Insurances' Britain's Healthiest Workplace Awards.[13]


  1. ^ Sweaty Betty. UK: Sweaty Betty. 2012. Retrieved 28 June 2013.
  2. ^ "Sweaty Betty". Shopping Centre. 11 May 2006. Archived from the original on 23 August 2012. Retrieved 23 August 2012. 
  3. ^ Arvanitakis, Xanthe (5 April 2006). "Retail choice: Sweaty Betty". Marketing. Archived from the original on 21 June 2012. Retrieved 21 June 2012. 
  4. ^ "Little Black Book". Europe Intelligence Wire. Financial Times. 15 April 2012. Retrieved 1 July 2012. 
  5. ^ http://www.sweatybetty.com/colleen-saidmann-yee-artlcolleen/
  6. ^ "Run Britannia". UK: Sweaty Betty. 2012. Archived from the original on 23 August 2012. Retrieved 23 August 2012. 
  7. ^ Sweaty Betty Company Scrapbook
  8. ^ http://diaryofadashingfashionista.com/2013/01/11/friday-fashion-fix-sweaty-betty-x-english-national-ballet/
  9. ^ http://www.sweatybetty.com/cowshed-collaboration-artlcowshed/
  10. ^ CASE STUDY: Sweaty Betty locates success
  11. ^ a b c d http://www.sweatybetty.com/scrapbook-artlscrapbook/
  12. ^ http://www.sweatybetty.com/autobiography-artlautobiography/
  13. ^ Healthiest, Workplace (October 2016). "Healthiest Workplace". Healthiest Workplace. Vitality Health Insurance. 

External links[edit]