The Original
Sweaty Betty

Founder, Creative Director, Mum of three and always the last one on the dancefloor, Tamara Hill-Norton is on a mission to redefine the way women dress.

Based between London and West Wittering, you'll find her travelling the globe, trying new workouts, running on the beach with her teenage daughters and making the best Negronis in town.

Workout videos

The Original
Sweaty Betty

Founder, Creative Director, Mum of three and always the last one on the dancefloor, Tamara Hill-Norton is on a mission to redefine the way women dress.

Based between London and West Wittering, you'll find her travelling the globe, trying new workouts, running on the beach with her teenage daughters and making the best Negronis in town.

Workout videos

Tamara + Simon at the opening of No.1 Carnaby

Why I started
Sweaty Betty

I’ve always lived an active lifestyle, my dad was in the Navy and we travelled around a lot doing lots of water sports and skiing, so it’s in my blood. When I moved to London after university, I wanted to continue this way of life, but I realised there wasn’t much on offer for women.

In 1998, it was a very bleak landscape for women’s activewear, it was all very dark and boring. When I started this business, the sports industry did not talk to women. Activewear was masculine and shapeless, and I thought it was time to create clothes that made active women feel beautiful and powerful.

Growing up, I was quite rebellious and strong-minded and I didn’t really like being told what to do. I have always known I didn't want to work for anyone else, I wanted to run my own business. So, after being made redundant, I teamed up with my husband Simon and decided to take the plunge.

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Life would be boring if it wasn't a mix of green juice and cocktails.

tamara hill-norton

Founder & Creative Director

Then + Now

I opened the first Sweaty Betty shop in Notting Hill in 1998, it was an amazing area at the time, there were lots of Americans living nearby and there was one of the first Pilates studios down the road. My only staff member decided to quit the night before we opened, so I was left to run the store on my own over Christmas. In hindsight, this was an amazing experience to learn about the customer, though it was intense.

20 years later, we are on a mission to empower women through fitness and beyond and have 60 shops from London to San Francisco. I’m now a Mum of three, or four if you include our dog Ennis.

I still live an active lifestyle, my kids and I love to surf, paddleboard and run along the beach at the weekend, plus I never miss my weekly yoga, swim training or barre class.

Workout videos
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Workout wear is more than something to sweat in, it’s a tool for transformation.

Workout videos

Designing the collections

I’ve always loved to travel, so twice a year I take our design team to a place I love. We combine this with our signature London style to create seasonal collections to take you from studio to street.

Our all-female design team creates clothes with a woman’s body in mind. We are obsessed with fit and fabric hence our obsession with bum-sculpting leggings. As you can see, we live a very balanced lifestyle. We may start most days with a workout, but we always enjoy a cocktail.

Tamara: The Lowdown

  • 1.

    Favourite Sweaty Betty piece?

    Our Zero Gravity leggings. Not only do they sculpt your bum, they’re ultra-lightweight and technical, perfect for running and spinning.

  • 2.

    Beauty secret?

    I take Moon Juice’s Power Dust in my smoothie every morning.

  • 3.

    Favourite restaurant?

    The River Café.

  • 4.

    Best way to relax?

    Yoga – this is the one time I really switch off.

  • 5.

    Guilty pleasure?

    Nordstrom’s sea salt caramels and a good Aperol Spritz.

  • 6.

    Tip you’d give your younger self?

    Don’t be afraid to ask for help! You don’t need to do everything by yourself.

Tamara's top picks