Tamara Hill-Norton is the founder of the women’s sports brand, Sweaty Betty. It’s the ultimate active-wear brand, battling against Nike, Adidas and Puma. But Sweaty Betty is different: founded in 1998, the focus has always been on women’s activewear, rather than it being a twenty-first century after-thought. Since its launch it has gone from strength to strength, winning countless awards (one for healthiest employees!) and opening shops on both sides of the Atlantic. Here Tamara talks about the empowering effect of exercise, the endorphin-filled day-to-day of a CEO, and why she went for the name Sweaty Betty.
Interview by Xanthe Fuller
Hello! Thank you for taking the time to talk to us. First things first: how are you?
I’m really well, thank you!
To start a business is always a courageous move, but a brand exclusively for women’s activewear, that’s bold. What’s the story and how did you get there?
I started Sweaty Betty in 1998 after spotting a gap in the women’s activewear market. At the time I was working as a buyer for Knickerbox. We started to do a little bit of sportswear, and I discovered some amazing female sportswear brands, which you couldn’t find anything like on the high street. Activewear for women was very bleak and dark at the time, there were just big, male-oriented sportswear stores. So, then, I thought, ‘Right, this is a proper gap in the market.’ After being made redundant. I took the opportunity to evolve the concept to create beautiful clothes for women who live active lifestyles.
How important is it for you that it’s a brand for women? And why?
Incredibly important, we aim to empower women through fitness and beyond and achieving this is definitely the most rewarding aspect of my job. I love that we help women find their confidence and that we support them in their journey to becoming fitter and stronger.