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November 2014

Best Overseas UK Store Launch Award

Sweaty Betty designers win another award, but this time it’s for store design. The Sweaty Betty boutique in SoHo NYC took the prize of 'Best Overseas UK Store Launch' at the Retail Interiors Awards. Designed and built in the UK under the direction of Caulder Moore, the boutique was then shipped to the US in a giant container and planted in the heart of NYC. Fusing British heritage with New York style loft living, #TeamSB in the US now has an award-winning boutique to be proud of.

June 2014

Digital Excellence Award

Sweaty Betty has done it again! June 2014 saw the hard work of Sweaty Betty’s web and creative teams be rewarded with a shiny new Digital Excellence Award from The BT Retail Week Technology Awards. Developing a beautiful, easy-to-navigate website with interesting and useful content has been a focus of Sweaty Betty for some time, so it was great to be recognised as the best in the business. Congratulations to the teams!

May 2014

21 Women. 10K. 1 Finish Line.

After weeks of team training from Monday night run clubs to lunchtime hill sprints, Saturday 10th May 2014 saw Sweaty Betty teams from in and around London unite on the start line of the Nike We Own The Night 10K. With glow sticks and laser lights leading the way and a brass band to keep them entertained, 21 of Sweaty Betty’s finest hit the track in style, crossing the finish line and celebrating their smashed PBs with an endorphin-fuelled party in Victoria Park.

October 2013

Best Activewear Design Team 2013

In October 2013 at the WGSN Global Fashion Awards we were awarded the title of 'Best Activewear Design Team' presented by Team GB Olympic Gymnast Louis Smith. This marks a special moment in the history of Sweaty Betty. To be regarded as the best in the world alongside some of the world's fashion elite, was once a dream and now 15 years on, has become an incredible reality.

June 2013

Winners! Most Active Company

Early June 2013 was time for the Support Office team to shine, winning the coveted award for 'Most Active' in the Britain's Healthiest Company Awards. We couldn't be more proud that our longstanding missions to 'inspire women to find empowerment through fitness' and 'practise what we preach' were recognized. We also loved the opportunity to model for the photoshoot!

December 2012

Festive Fun

For our 2012 Christmas extravaganza, the Sweaty Betty team (200 strong women and 3 men) descended on South Kensington for a glitter themed bash. After a fashion show to launch our new collection and a three course meal, we hit our very own photobooth complete with dressing up box (see evidence to the left).

November 2012

All new Sweatybetty.com

Sweatybetty.com got a whole new look in November 2012 and thanks to a lot of hard work from our dedicated e-commerce team and external web design agency, the site is now officially our digital flagship. With enhanced photography, easy to shop inspiration guides and a whole new community section, getting lost in the Sweaty Betty seasonal journey has never been easier or more fun.

September 2012

Sweaty Betty Beach Camp

Beach camp 2012 saw the Sweaty Betty team descend on the beautiful Watergate Bay, Cornwall. An evening of overindulgence was followed by an obligatory 7.30 am five mile beach run, a three hour surfing masterclass and an hour long yoga practice (phew). The perfect 24 hours of living the dream, we just needed another 24 out of the office to recover.

Watch the 2012 Beach Camp video >

July 2012

The Games come to London

Summer of 2012 saw the greatest sporting event in the world decend on London and to celebrate we hosted Run Britannia, a series of free 5K sight- seeing runs across the Capital. With so many outstanding British female athletes gracing the podium, an unrivalled momentum swept across the nation empowering women to get fit, look fit and stay fit and we want to help the legacy live on.

Watch the Run Britannia video >

December 2011

Festive Celebrations

To celebrate Christmas 2011 the SB team strapped on their skates and headed to the Vauxhall Roller Disco for some true 80s themed partying. Dressed as disco divas, wigs and glitter reigned as we skated the night away. It all wasn't fun and frivolity though – it turns out roller skates can be pretty dangerous as we ended the night with three casualties including a broken wrist. We can report that everyone has now recovered.

August 2011

Sweaty Betty Stateside

Summer 2011 saw the Sweaty Betty Road Show take British style stateside. Practicing yoga with guru Colleen Saidman Yee at Yoga Shanti in Sag Harbor and sweating it out with Tracy Anderson at her studio in Water Mill, the Road Show team practiced what they preached as they introduced Sweaty Betty to the USA.

Watch the 'Hamptons SS11' video >

January 2011

Best Single-Brand Etailer 2011

At a plush awards ceremony at Altitude 360, Millbank Tower on the Thames, Sweaty Betty was crowned the winner of Drapers Best Single-Brand Etailer 2011. The atmosphere was buzzing as we waited with nervous anticipation for our category to be announced. We feel so proud to have a Drapers Etail Award under our belts. Jessica Brown, Drapers Magazine editor commented: “The Drapers Etail Awards 2011 have evolved to reflect the rapid changes that have taken place in this dynamic sector over the last 12 months and this year".

May 2010

Guest Instructors Programme

Guest Instructor evenings are now an institution at Kings Road 125. These intimate evenings are hosted by instructors at the top of their given field who are famous within the industry. From yoga to swiss ball we have great fun converting our boutique into a private gym for a few lucky customers. Think 'pop up gym' with world class instructors. A highlight in 2011 was an evening hosted by trainer to the stars, Tracy Anderson.

January 2010

Sweaty Betty and Breast Cancer Care

Giving back is at the heart of Sweaty Betty and goes hand in hand with our purpose: to inspire women to find empowerment through fitness. During 2010 we worked closely with Breast Cancer Care. As the official clothing partner of this great charity we provided all the bibs for competitors running or walking for BCC in the London Marathon and other fund raising events. We also set up our tent (literally) at the Ribbon Walks across the country and were inspired by the incredible stories we heard from so many participants. Proud to be part of a great initiative.

December 2009

Christmas Party

This year to get into the Christmas spirit, all the girls at Sweaty Betty donned fabulous frocks and headed out to Mahiki's in London for a night of cocktails, dancing and fun!

The night was filled with lots of laughter and plenty of dancing. Boutique managers, staff members and head office teams let their hair down for a well deserved night out. Highlights of the night were definitely watching the girls do the limbo! We definitely have some flexible girls out there, must be all the yoga! Also the Mahiki treasure chests filled with champagne went down like a treat!

December 2008

Christmas Party

With only 3 males in the company, we called upon our friends at Jack Wills this year to help us out. The boys ensured the champagne was flowing and enjoyed the attention from the Ladies! It's always great when all of us can get together as there are over 25 boutiques nationwide as well as two offices.

November 2008

Soho Re-Brand

We marked our 10 Year Anniversary with the best present ever, a new store design! As we continue to push the boundaries on product and styling, our new store allows us to show off the unique spirit of the brand and our core focus areas of Yoga, Sweat, Cool Down, Beach and Snow. We have a dedicated trouser bar area, underwear and trainer focus as well as all the beautiful accessories which complete our outfits. The builders loved the fact that our new mannequins are replicates of Christie Turlington's body!

October 2008

2012 Strategy by the Sea

We are always working so far in advance with design and planning that we took time out in the Witterings, to remind us of our goals and how important it is for us to inspire and empower girls, women and ladies, worldwide to realise for first hand the benefits fitness and sport can bring.

August 2008

Matt Roberts Launch Event

Matt Roberts, the celebrity personal trainer, launched his first ever range of activewear at an exclusive event held at our Kensington Sweaty Betty boutique on 7th August 2008. The evening was filled with a really informative Q&A session with Matt Roberts himself who shared his fitness advice and delicious canaps and champagne!

May 2008


On 17th May 2008 14 eager Betties all gathered at midnight in Hyde Park to take part in this year's Moonwalk, a 26.2 mile walk that raises money and awareness for Breast Cancer. "After 8 1/2 hours on our feet, we were exhausted to say the least, but that couldn't dampen the warm fuzzy feeling in our hearts for all the good we had done."

June 2008

Managers Meeting

A highlight of every new season is the big party we have at the Managers Meeting where we preview the collection with all our Boutique Bosses. This year, before the catwalk show, Huia guided us through an uplifting yoga class. Pretty amazing to see all 50 of us sun saluting at the same time.

Drapers Awards 2007

Customer Service Initiative of the Year

This is our very own Shop Girl accepting this prestigious award from a TV celeb! Not only was our table of ten Betties the most glamorous table at the Awards dinner but we also partied like rock stars when we were announced as winners. And guess who we beat on the shortlist M&S and Coast!!

Our 'Customer Service Initiative' (uggh) is the fantastic local running clubs that take place in many of our shops. In fact the clubs range from Yoga to walking to running but in essence they are a chance for us all to get together and take part in an activity lead by an experienced instructor. So thank you to all our customers that join the clubs and special thanks to our Bettys Buddies who lead the activities each week for us.

July 2007

Managers Meeting

Every six months all our boutique bosses get together for a day of work, prizes, laughter and wellbeing. In July 2007 over 25 Betties arrived early at the Pentland Centre (I have never seen such a broad smile on a security guards face) thanks Pentland. Our one hour wellbeing session taught us all how to make time for ourselves in our busy lives. And we just about fitted onto the stage for a group sun salutation.

Summer 2006

Camping Retreat

Never one to miss a trend we felt we had to go camping this year. So we packed our Cath Kidston flowery tents and thirty five of us headed into the Hampshire countryside.

Needless to say we did it in style - spit roast, camp fire, portaloos, mulled wine (in the tea urn!) and designer wellies - although I did miss my hot shower in the morning. The days' activities saw us orienteering across the beautiful Selborne Common with a pub lunch in Selborne as our target/incentive not to get lost.


London to Brighton Bike Ride

Following on from the success of last year (the plasters have finally come off) 17 Betties decided to take part in the London to Brighton bike ride. This year we ditched the tandems and went solo, which is why some Betties managed the exhausting journey in just 5 hours!!

We stood out from the crowd in our bright pink vests and raised lots for the British Heart Foundation making the 5am start worthwhile!

June 2006

London Netball Club

Congratulations to Georgina Partridge and the Cumberland Netball Club Betties who participated in the BUPA Capital 10k on Sunday 11th June in Hyde Park.

The girls really stood out from the crowd in their Sweaty Betty "I only work out..." hot pink tees, they even got interviewed by Capital Radio and snapped by the paps!

July 2005


2005 is a big year in the history of sweatyBetty. We started the year with 11 shops and we ended with 20 shops. In fact we went through a bit of a magical transformation.

But this transformation did not happen by magic, it took blood, sweat (obviously) and tears. So on a nice sunny day we closed the office, deserted the shops and went sailing. Thirty of us raced, swam and cruised around the Solent ending with a group 'pat on the back' as thanks for all our hard work.

35 Under 35 - The Nation's Brightest

The Keeper of the Magic has reached the heady heights of a 'business icon'. Management Today, now our favourite business publication, has identified 'the nation's brightest businesswomen' and Tamara is on the list.

At the event in the Oxo Tower everyone was happily chatting about balancing family life and business: 'I work three days a week', 'I have a great team at work'. Imagine everyones surprise when the speaker (an important PR person) told anecdotes about how she worked until 10pm regularly, her husband stayed at home with the kids and then gave the timeless advice 'as long as you pay as much attention to your children as you do to your clients then they will be fine'.


London to Brighton Bike Ride

18 Betties were in full action mode on the hottest day of the year in matching pink 'Betties Bikers' t-shirts. We climbed on board Tandems from Cambrige Station to cycle all the way from London to Brighton.

We looked great in the gear had raised lots for the British Heart Foundation, we even made it to the start at 5am and that was where the problems started. Have you ever ridden a tandem It is difficult but when 27,000 other cyclists are whizzing past it is IMPOSSIBLE. We took ten hours to make the trip.

December 2004

Christmas Party

This year it was all about hats and as ever our Betties didnt disappoint! Here is the Pacesetter with the team from Selfridges toasting a great night. We like to start as we mean to go on with Tequila!

The night was full of festive fun and frolics with everybody "gettin on down" at a very exclusive club (admittedly a few Betties had problems getting up again!). A fantastic end to a fantastic year!


Ice Skating at Kew

We are soooo committed to getting sweaty that we even manage to do it during the depths of winter! Whilst everybody else was settling down for a cosy night in we were hitting the ice (literally in some cases). What a fab time we all had whizzing gracefully (NOT) round the rink to the merry sound of Nat King Cole and friends. Definitely the best way to tone up in time for Christmas!


Annual Retreat, Cornwall

Check out some of our store managers and the Pacesetter at this year's annual retreat to Cornwall - don't they look cool! It was another fantastic weekend spent surfing, herding sheep (don't ask), eating scones and getting to grips with how to make the Sweaty Betty experience even better.

A very tired but happy team headed home and got some sleep before putting all of the new ideas into practice.


Bra Amnesty

Here are some of our Betties baring all (literally) for our Bra Amnesty campaign in aid of Breast Cancer!

We raised a whopping £1,338 and a few smiles by encouraging customers to bin their worn out bras in return for brand spanking new ones. It's official.....we have no shame!!!

December 2003

Christmas Party

Here are a few of our Hampstead Betties at this year's Xmas party, the shy and retiring girls that they are - NOT!

Spot the twist on Father Christmas at the back, their explanation for the photo: there was a moose loose about the hoose. Oh yes of course.


Entrepreneur of the Year

How proud we were when our very own Keeper of the Magic won Harpers and Queen Entrepreneur of the Year 2003.

Off we trotted to a very posh bar in London, to drink champers and receive not only a lovely shiny award but also enough Chanel vouchers to keep a girl very happy indeed. What a night!! Mmwa Mmwa sweetie, daaahling!!!

Summer 2003

Running Club

Here are some of the crew from our Running Club heading out from the Kensington Church Street store in the summer of 2003. Look at them go! Hooray for girl power.

After a few stretches and a great warm up it was time to hit the tarmac and get sweaty!! Everybody is welcome, just bring your trainers and a smile!


Yoga with Bridget Woods

It's official: we have found the cure for a late night and an aching head. Yoga, with Yoga superstar Bridget Woods.

I'm telling you this woman showed no mercy; within minutes the team were doing handstands, stretches, the lot. Our annual trip to Cornwall means that we literally put our clothes to the test and seek out the best bits possible. Oh and along the way we have a pretty good time, too.

July 2003

Annual Retreat, Cornwall

Mmmmmm its a tough life but someone's got to do it! Here are our shop managers and support office staff enjoying our annual retreat to Cornwall in July 2003.

After a few days of drinking (I mean bonding) we took a lovely stroll on Bodmin Moor to clear our heads so that we were stress free and ready to get back to the important task of making Sweaty Betty even more fantastic.


The Ultimate Mission Statement

Here is the team that created our wonderful mission statement. It was during the annual retreat to Cornwall in 2002.

It took them three whole days to come up with our core values and beliefs. Their excuse - "we were busy surfing and doing a lot of yoga". The reality - they were eating clotted cream all day and came back heavier than they went!

Summer 2002

Elle is the Ultimate Betty

Here we see Elle MacPherson caught by the paparazzi in a Portuguese magazine. She is in Sweaty Betty head to toe, wearing the 'distressed' range that we introduced for Summer 2002.

We think she looks fantastic although the magazine did not quite understand the 'distressed' look. Very LA, darling!

December 2001

Smooth Simon and Sexy Sue

We won Retailer of the Year at the Sports Industries Federation gala dinner at the end of 2001. Hurray for all Sweaty Betties.

The picture shows the Pacesetter receiving the award from Sue Barker (and no he is not standing on a box). It is great to have all our efforts recognised by the industry and it made us feel all warm inside. Thank you!

Seeking Beautiful Clothes

To bring you the best activewear clothing in the world requires dedication, hard work, self sacrifice and buying trips to Italy!!

Here is the Keeper of the Magic on the way to a factory in Italy where we source the most amazing fleecy wide leg trousers. The trip involved a weekend without the kids, Italian food, a hotel in Venice and Gucci shades. It is a tough job but someone has got to do it.

January 2002

Sweaty Betty in Patagonia

Jenny wins the prize for most obscure use of Sweaty Betty gear! Here she is swimming with horses in Patagonia January 2002. Thanks for sending in the photo.

December 2001

Christmas Party

This is the whole team. Sporting our Christmas LOGO t-shirts - my favourites were Goose Boy and Woman Driver (don't ask!!!). The rest of the photos are not fit for publication (but you can see them in the office).

Skiing Party

Another great photo of Betty customers. Ali, Imo, Tracey and Tams enjoying some apres-ski in Courcheval. Love those Sweaty Betty t-shirts!

Sweaty Betty in the Hindu Kush

Our customers range from far and wide. Serge and Andrea wins 1st Prize for the most distant and dangerous - Sweaty Betty arrives in the Hindu Kush! It'll take some time for that feat to be bettered- but we're open to any challenges.

Rollerblading through London

Wednesday night throughout the summer is rollerblading night for us - the hundreds skating through London are hard to miss, especially on fancy dress nights. Come and join us if you can- normal attire welcome!

Summer 2001

Watergate Bay, Cornwall

Come rain or shine, the Sweaty Betty team get gnarly. Here we happily took to the beach while the clouds burst, enjoying the surf and gaining further insight into improving customer service.

December 2000

Christmas Party

Going wild at our Christmas party 2000 in Covent Garden, London. The Keeper of the Magic undertaking a tattoo inspection of key Betties who stretched the definition of activewear to the limit!

June 2000

Sandhurst Military Assault Course

Betties spent a day in June 2000 at Sandhurst assault course being screamed at by intrigued squaddies. Even with a hard hat our Product Princess lost her footing and got wet. Money raised successfully for Muscular Dystrophy.

July 1999

Notting Hill Carnival

Thought you would like this one - partying above our Notting Hill shop during the Carnival in July 1999.
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