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A regular feature in global fitness titles such as Women's Health, as well as a favourite fit fashion brand across iconic publications including Vogue, Harper's Bazaar and Grazia - this is Sweaty Betty in print and online.






"I've long-held a belief that reversible clothing is a farce - the only time I'm flipping pants inside-out is for the washing machine - but Sweaty Betty has created a pair that put equal thought into both sides, and actually looks equally good. Regardless of how you wear ‘em, the silver-y mesh cutouts are super flattering, and the angular panels to-o-o-o-otally give you Taylor Swift legs. (I kept looking in the mirror for the duration of a dance class, confounded by how insanely tall I looked.)


The one downside is that they're a bit thick for warm climates, but it makes them ideal for dashing to a fitness class in the winter, which is basically the only perk ever for dashing to a fitness class in the winter. And, while some similar leggings will have you baking in a pants oven throughout your class, you wont overheat while sweating either, since the paneling makes them totally breathable during intense workouts.


But, even with all that, my favorite part of these two-in-ones comes by way of a semi-gross but very real side note: if you've ever had a bare-legs-on-patio-furniture situation when it comes to mesh, dont worry. This one is ultra-thin and won't leave you with a hashtag imprint. No need to play checkers on your thighs or buy two pairs of fashionable bottoms! A total win-win."



"Its no secret that the market for athletic wear has exploded and that prices are anything but frugal, which is why Sweaty Bettys line of reversible leggings caught my eye. Priced at around $120 - $150 depending on the style, the pants are designed to be worn two totally different ways (usually either a vibrant print or a solid black side out). You might think that reversible means that they're thick - but they're not! They're super lightweight (a must if you're using them for your yoga practice or running in the heat - both of which I've done with them), but they're also not so thin that you have to worry about showing your bum if you're in downward dog (ahem).


The waistband is on the high side meaning youll never be yanking your pants up, and no matter what style/print you opt for, they'll be made from sweat-wicking fabric. The above style ($150) is my favorite from their current lineup, and you can wear it with the print or the black side up; in either case youll have visual interest via the mesh panels and contrasting cuffs. I only do hot yoga (shout out to my new favorite studio Y7...they do hot yoga set to hip hop!), and while I do see sweat stains after I work out in these (they're more obvious, naturally, when I wear the print side up versus the black), I never feel uncomfortable no matter how much I sweat.


Sweaty Betty also has a number of legging styles available in two leg lengths, as well as ones available in XXS should you be having trouble finding well-fitting pieces for a petite or tall frame.


So what are you waiting for Grab a pair and sign-up for some hip-hop-inspired yoga...you wont regret it!"




Oste Luxe Sweatshirt

Danca Luxe Sweatpants

Swiftie Run Cap




"Nina Agdal shows off her modelling chops in this behind-the-scenes pic from the New Era Cap spring campaign shoot."


"This January, Sweaty Betty has partnered with hot London-based studio 1Rebel a fave of all the top fitness bloggers on an iconic new boxing-inspired workout called Rumble. The killer routine combines shadow boxing techniques with adrenaline pumping cardio and core-sculpting conditioning to create a high-intensity, calorie burning workout. Sounds hardcore right


From January 26th and running for a month, there will be weekly Rumble classes in store at Sweaty Betty, where you can take part in the 30-minute workout no boxing gloves required. But dont worry about missing out if you cant make it down there. The lovely folks at SB and 1Rebel have handily put the workout video online, meaning you can put yourself through your paces at home too."





Sweaty Betty has added Jennifer Sey to its Board of Directors.

Sey is the Global Chief Marketing Officer for the Levi's brand. She joins the Board as a non-executive member.


Simon Hill-Norton, Chief Executive Officer and cofounder of the company, said, "Jennifer has an outstanding track record in apparel marketing and brand leadership. She has a deep understanding of the fast-growing activewear sector and as we continue our plans to grow the Sweaty Betty brand internationally, Jennifer's insight and advice will be invaluable to the Board."


Sey, who said she is a fan of the brand, noted that even though the company has millions of loyal fans, there is still so much more potential on the international stage.

The British activewear brand last month named Erika Serow President and Chief Executive Officer for its U.S. business as the firm gears up for its expansion in the States. Serow began her new job on January 18th, before that she was the Retail Practice leader for the Americas region since 2013 for Bain & Co., with a focus on the apparel sector.




Tamara and Simon Hill-Norton founded the company over 15 years ago. Tamara is the firms Creative Director. The brand is known for products at higher premium price points and seeks to distinguish itself from competing brands such as Lululemon with high-quality, cutting-edge fabrics and fashion-forward designs that can be worn for multiple sports and not just yoga. Retail Group Whittington and Catterton are investors in the company. The investment from Catterton nearly a year ago for an undisclosed amount is helping to fuel the firm's expansion in the U.S.


26th January 2016

22nd January 2016

"Wear this adorable printed base layer under your snow shell or over a sports bra to log some winter miles."

Clubhouse Seamless

Longsleeve Top



The company, which already counted Whittington as an investor, in February received a “strategic growth investment” from Catterton for an undisclosed amount that helped fuel its expansion in the U.S. Serow will continue to be based in New York, overseeing a U.S. team of 15 employees. “There are several things I love about Sweaty Betty….This is very much a woman-led business in the athletic space. It's an incredible market. In an interview, Serow acknowledged that while the category is one where almost everyone feels a need to get into the space — Tory Burch is the one the latest entrants — and grab some market share, that didn't necessarily mean Sweaty Betty is late in getting into the game. “The market is a little tired and stale, but Sweaty Betty has great potential to shake things up. We have smart investors who have the capital to let [the company] grow….This is about turbo charging the growth,” Serow said.


According to Serow, “The interesting thing about the ath-leisure market is that it is still growing. Apparel overall is growing 2 to 3 percent, while ath-leisure is growing 5 to 7 percent a year.” Even though there may be new entrants hoping to gain some share of the consumers' wallet, Serow said it won't be as easy as many think. She explained that there are several reasons why Sweaty Betty will have an advantage over its competitors: “One is that it is a technical category. This is completely different from apparel in terms of fit, construction and design. Like the intimate apparel sector, there are big barriers to get into the market and [to do it well one] needs technical design. Number two, while the market leader is Lululemon, there are also a lot of “me too” products, and the sector needs something different from another me-too [brand]. Number three, the most interesting thing about the category — and this is where the ath-leisure piece is really important — something like 80 percent of [our customers] wear it outside of exercising. Women want to look good at SoulCycle, or when they are out running errands.”

According to the new U.S. ceo-to-be, the lifestyle brand is designing for the “girl that lives in the city. We will attract customers who are younger and older. It's more about the lifestyle than the age range.”

Sweaty Betty Names Erika Serow President and U.S. CEO

British activewear brand Sweaty Betty has named Erika Serow president and U.S. chief executive officer as the firm gears up for its expansion in the States.


Serow, who begins on Jan. 18, has been the retail practice leader for the Americas region for Bain & Co. since 2013, with a focus on the apparel sector. She joined Bain in 1995, and has worked at Bain's Boston, London, Sydney and Milan offices before becoming based in New York since 2001.


Sweaty Betty, which counts the better known yoga apparel brand Lululemon Athletica as a competitor, offers its products at higher “premium” price points, and seeks to distinguish itself from competing brands with high quality, cutting-edge fabrics and fashion-forward designs that can be worn for multiple sports and not just yoga. Sweaty Betty was cofounded by Tamara and Simon Hill-Norton more than 15 years ago. Tamara is creative director and Simon is chief executive officer. In addition to the company's Web site, it operates more than 40 boutiques in the U.K., including concessions at department stores Harrods and Selfridges. In the U.S., it has four boutiques — two in New York, and one each in Los Angeles and Greenwich, Conn. — and two concessions at Bloomingdale's, one each at the 59th Street flagship in Manhattan and at The Mall at Short Hills in Short Hills, N.J.



Sweaty Betty Brings its British 'Sports Luxe' Looks to Venice's Abbot Kinney

Local fitness fanatics looking to buck athletic wear's black-and-stretchy standard have a new best bet, courtesy of the Brits. London-based fitness empire Sweaty Betty opened its first California brick-and-mortar location in Venice on Nov. 20, selling figure-flaunting workout attire in splashy colors and eye-catching patterns at a premium price.


Husband-and-wife duo Tamara and Simon Hill-Norton launched Sweaty Betty in 1998, eventually growing the brand into a multimillion-dollar business with 42 stores in the United Kingdom.

UK A-listers such as the Duchess of Cambridge and her sister Pippa Middleton have come out as brand loyalists. Meanwhile, in the U.S. the company has opened three other stand-alone shops and two Bloomingdale's boutiques, all on the East Coast. And stateside stars like actress-entrepreneur Jessica Alba and model Gigi Hadid have already gotten onboard. How does the company plan to hold its own on the West Coast, a.k.a. Lululemon territory? By putting forth a product lineup that is "a true fashion collection," says Melissa Sgaglione, public relations director for the "sports luxe" company.

"We're more fashion-forward," she explains. "We use more risk-taking prints." The new Abbot Kinney store is stocked with "It" girl-appropriate neoprene crop tops, cashmere overalls and silhouette-hugging coordinates covered in cheeky patterns. A sign on the wall encourages shoppers to "Sweat your style," which they can presumably do while wearing bright, '80s-reminiscent graphics meant to evoke the skate parks of Venice Beach. "The technical aspect is still there," Sgaglione says of features like breathable mesh and sweat-wicking fabric, "but we make it fun."


Instead of traditional fitting rooms, there are pastel huts that look like changing bungalows plucked from the British seaside. Union Jack throw pillows lie on lounge chairs and a pop art depiction of the queen overlooks a backyard patio where you can sip fresh-pressed juice or pick up a Solé bike for rent. The 1,220-square-foot shop is divided by activity, with separate racks devoted to running, dancing, swimming and the like. They're all sporty passions Tamara Hill-Norton throws herself into, so she devotes a trained eye to designing and styling the pieces.


Sweaty Betty isn't just bolder than its competitors, aesthetically; its pricier too. The bestselling Zero Gravity workout tights — which promise the ultimate in "bum-sculpting" design — sell for $160. A dolman sleeve yoga tee runs $90, while swimsuits range from $120 to $220. The winter ski collection, with its optical patterns and pistachio and peach accents, includes pieces that top out at $635. The steeper prices didn't keep shoppers from filling the dressing rooms mere minutes after the Venice store opened on its second day. Some walked in already wearing head-to-toe fitness gear, while others were clad in street clothes, curiously eyeing the neon layering pieces, yoga mats and rentable surfboards. "I was walking across the street and the colors drew me in," said Moni, a healthcare professional in her 50s, "I like workout wear that doesn't look boring," said the free-weight and cardio enthusiast.


Up next, Sweaty Betty will continue its California expansion with a new location on Santa Monica's Montana Avenue that is slated to open in mid-January. Also on the books for the new year, the Abbot Kinney shop will offer in-store classes, in keeping with the company's tradition of teaching Pilates, boxing yoga and more. By summer, it will feature an even brighter Rio-inspired collection, aiming to push basic black even further to the back.



sweaty betty in the press


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See which celebrity fitness fans have been spotted in Sweaty Betty and be inspired by their timeless style.


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