Sweaty Betty


The Task

Assist established British women’s activewear company Sweaty Betty test and enter the U.S. market.

What We Did

Conducted U.S. market research, identifying key influencers and star practitioners, as well as Sweaty Betty competitors, in the fitness, yoga and triathalon sectors, with a focus on the main markets of York, Miami, Chicago and Los Angeles.

Created a two-part launch series: a consumer-focused Hamptons summer program aligned with Tracy Anderson’s Water Mill studio and held at the Sag Harbor yoga studio Yoga Shanti, during which yogis took Sweaty Betty branded classes and left with Sweaty Betty gift bags; and a media-focused initiative held at Exhale Spa in New York City during which members of the press viewed the collection and took a Sweaty Betty Core Fusion class.

The programs yielded a robust mix of press in regional markets (Hamptons, Well + Good NYC, T: NYT Style Magazine), as well as nationally (Real Simple, Fitness, SELF).