Tamara Hill-Norton, Creative Director of British Activewear brand Sweaty Betty is featured in British Vogue as one of the most innovative women changing the landscape of fitness today. “Form Mistresses, a new breed of female fitness mavens are changing the way we work out.”

“With her textiles degree, passion for fitness and penchant for underwear, it’s no surprise Tamara Hill -Norton ended up opening Sweaty Betty.” Jessica Hogan, Vogue Health and Beauty Associate interviewed Tamara Hill-Norton, amongst 4 other women, demonstrating the emerging trend of female entrepreneurs pioneering at the forefront of fitness in Britain today. Hill-Norton is the Creative Director and co-founder of Sweaty Betty, premium British activewear brand. “Sweaty Betty exists to inspire and empower women through fitness and the feel good factor it generates, my aim is to make you feel good in clothes that perform,” says Hill-Norton.

Hogan successfully tracks the development of the brand, from the realisation that the British Sportswear market was “male focused and intimidating,” noting that the first store in Notting Hill was affectionately “christened Sweaty Betty after a tipsy brainstorm with friends,” to the reality that is now 25 boutiques nationwide stocking “luxe own brand fitness clothing, exercise apparel and gym wear.”

With Yoga mannequins in-store based on Christy Turlington, Tamara’s ethos of “setting goals – the key is self-motivation” and the cool-factor that dictates Tracy Anderson (trainer to the stars) wants a piece of the action giving guest instructor evenings at the Kings Road Boutique, it is no wonder Hill-Norton was picked out as a 21st century form mistress of fitness.

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