About us
The Sweaty Betty Foundation was launched in 2021 with the support of our partner, Sweaty Betty – the activewear brand for women.
Our vision…
is a world where every woman and girl is active, healthy and happy.
Our mission…
is to empower women and girls from every background to get active, and stay active – for life.
We focus on girls who are the least active and who face the biggest barriers to being active…
… These include girls from lower income families and ethnically diverse communities – especially those from Black and South Asian heritage. We work throughout the UK within selected geographic areas which are specifically chosen to ensure we work with girls from these backgrounds.
We recognise that there are other groups of girls who are also less likely to be active, including LGBTQ+ young people and girls with disabilities. We are in conversation with projects to ensure these groups are also supported.
Our Priorities
By listening to girls, we’ve learnt what stops them from moving – and we’ve come up with a framework to tackle the four biggest barriers:
1. Puberty – confidence, periods and body changes
2. Attitudes – negative stereotypes and lack of role models
3. Changing Rooms – unsafe, uncomfortable environments
4. Kit – access to inclusive, and affordable kit.
Our Staff & Trustees
Like every charity, our voluntary Board of Trustees has the ultimate responsibility for the Foundation’s governance. They support with setting and monitoring our strategy, ensuring it complies with the law, as well as ensuring the charity’s finances are well managed.
Coming from a variety of different backgrounds and bringing a wide range of skillsets, their role is to support the Foundation in its mission to empower women and girls from every background to get active and stay active, for life.
We’re delighted to have so many talented and passionate individuals as part of our Trustee board.
Meet the Staff & Trustees
Amy Lancaster-Smith -
Executive Director
Amy’s ambition is to grow the foundation to support even more girls to lead active, healthy and confident lives. Drawing on a background in retail and fitness, alongside 15 years leading fundraising and social impact initiatives across the charity & corporate sectors, Amy is committed to building new partnerships, unlocking opportunities, and creating lasting change through the power of movement.
Tamara Hill-Norton - Chair of SBF
Tamara is the founder of Sweaty Betty and the Chair of the foundation. She has always been passionate about inspiring women to lead an active lifestyle. Now through the foundation, she is excited to empower teenage girls to get active, particularly those that have not had the opportunities to do so.
Chantel-Mariee Lewis - Trustee
Chan has worked on various campaigns, specialising in marketing, social media and public affairs. Chan is of Jamaican descent and was born and raised in Peckham, South London and is looking forward to supporting the foundation in making an impactful change to girls and young women.
Efe Odeka - Trustee
Efe is a Financial & Management Accountant working in the real estate sector. Prior to this, she worked as a Senior Audit Manager. Passionate about social change and health Efe is excited to be joining the foundation to support their mission.
Nicky Affleck - Trustee
Preeya Varsani - Trustee
Helen Harding - Trustee
Helen is the Chief Product Officer for Sweaty Betty.
Emma Atkins - Trustee
Melissa Mullen - Trustee
Kainaat Siddiqi - Trustee
Kainaat Siddiqi has been an advocate for youth voice since the age of 13. Currently a second-year law student and a civil servant, she has dedicated her career to ensuring young people have a platform in decision-making spaces. Kainaat is particularly passionate about bringing youth perspectives to the boardroom and is excited to champion youth voice as a trustee for the Sweaty Betty Foundation. She believes that young people, regardless of their background or beliefs, can achieve their goals and make a difference. As a hijab-wearing Muslim, Kainaat chooses not to share a picture, affirming that this choice reflects her values and does not hinder her ability – or that of others with similar beliefs – to lead and succeed.
Katie Baker-Shaw - Trustee
GIRLS PANEL
Girls’ voices are central to our work. That’s why we have a Girls Panel, made up of 6 girls aged 14-18 who come from our target cities. They provide invaluable feedback on our current and upcoming projects, help decide our strategic direction, choose new staff and trustees and can choose to support on specific projects. We pay all the girls for their time and they’re highly valued members of our team.
We recruit new girls to join the panel each year so if you’re interested in taking part, please email SBFinfo@sweatybetty.com to find out more.
How you can help
Donate now to empower more girls through movement
How you can help
Donate now to empower more girls through movement