Sweaty Betty was founded in 1998 by the husband and wife team of Tamara and Simon Hill-Norton. The brand was created to inspire women to gain confidence through sport, not only in the UK but also in other emerging markets. Sweaty Betty has always maintained its belief that sportswear can be fashionable and is therefore a trendsetting casual wear.
In addition to its traditional focus on yoga wear, Sweaty Betty also offers sportswear designed for running, dancing, cycling, swimming, skiing and tennis.
The consumption group is targeted at women is also one of the directions Sweaty Betty insists on, they firmly believe that the brand provides a healthy lifestyle worthy of every woman.
Lululemon and Sweaty Betty were launched in the same year. Both brands see each other as their biggest competitors.