about sweaty betty

About Us

Sweaty Betty (noun): Someone who works out, but definitely likes cake.

Founded in 1998 by Tamara Hill-Norton, Sweaty Betty has been shaking up the activewear market for 20 years. Designed by women for women, our goal is to make you feel powerful and amazing from studio to street with the best fit and fabric. Have we got bum-sculpting leggings? You bet your ass.

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On a mission to empower women through fitness and beyond.

the sweaty betty story

Our Story

Growing up living an active lifestyle, Sweaty Betty began after our founder Tamara spotted a gap in the activewear market. After moving to London, she was shocked to find that the women’s sportswear on offer was dark and uninspiring, so embarked on a mission to create beautiful clothes for women who lived similar lifestyles.

After being made redundant she teamed up with her husband Simon and Sweaty Betty was born. Named after her determination to make it cool to sweat, Sweaty Betty is a design-driven activewear brand on a mission to empower women through fitness and beyond.

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From Notting Hill to
San Francisco

It’s safe to say we’ve travelled far in 20 years. Starting with one shop in Notting Hill, which Tamara ran all on her own over Christmas, we now have over 60 shops globally, including a flagship shop on Carnaby Street and concessions in Harrods and Bloomingdale's.

the sweaty betty story
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My dream was to create clothing to make women feel powerful and beautiful.

Tamara, The Original Sweaty Betty

sweaty betty design process

Design Process

Every collection is inspired by our founder Tamara’s love of travel, and this fused with our inherent London style creates collections which are uniquely Sweaty Betty. Ever changing season to season, you’ll find new prints, fashion pieces and our signature bum-sculpting leggings to take you from studio to street.

Based in London, our all-female team are on a constant mission to create beautiful and technical clothes to flatter a woman’s body, especially the bum. We test everything in-house to check it really performs, with our team trying each piece out multiple times before it’s signed off. We even take a shower in our jackets to ensure they’re water resistant.

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Fit + Fabric

We’re on a never-ending quest for the best technical fabrics. Our current obsession? Our infamous bum-sculpting Italian fabric.

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sweaty betty story

Our Values


Well + Fit = Happy

We live this every day

Green juice & Cocktails

We believe in balance

It’s personal

Our foundation is family

Bordering on obsessive

It’s more than a job

Rebellious spirit

We don’t play it safe

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The Original Sweaty Betty

MEET TAMARA

More than just a job

WORK WITH US