Sweaty Betty Foundation

The Sweaty Betty Foundation was launched in March 2021 with the support of our partner and funder 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

Our values


We pursue diversity of perspective relentlessly


The women and girls we work with are our best assets


We’re prepared to try new things and do it differently


Our actions make a real difference


Everyone has the right to be active, healthy and happy

Our current priorities

The Foundation’s focus for the first few years will be supporting girls aged 10–18 to try new activities at school, at home and in their communities, so that they can discover the ways they love to get active, and stay active, for life.

particularly those from lower income families and ethnically diverse communities, especially:

In the UK, those from Black and South Asian heritage backgrounds

In the US, those from Black and Hispanic heritage backgrounds

Our geographic areas of focus will be specifically selected to ensure that we can 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, and our work will support these groups too.

Our trustees and staff


Like every charity, our voluntary Board of Trustees has the ultimate responsibility for setting and monitoring the strategy of the Foundation, ensuring it complies with the law, and ensuring the charity’s finances are well managed.

Our Board is chaired by Tamara Hill-Norton, the founder of Sweaty Betty, who is incredibly passionate about the Foundation’s mission. We are currently finalising recruitment of our Board and will be announcing our new trustees in September.


The Foundation has one staff member, the Director, Nicola Marshall. She has 15 years’ experience working in the charity and sports sectors, with organisations including Save the Children and Cycling UK. Nicola is responsible for ensuring the Foundation achieves its strategic objectives and for all its day-to-day activities.

How we work as a foundation and with our partner, Sweaty Betty

The Sweaty Betty Foundation is an independent registered charity. As a corporate foundation, our main funder is Sweaty Betty (and its wonderful customers), but the charity makes its own decisions on what projects to fund and what funding to accept from Sweaty Betty. 

We will not be operating a traditional grant-funding programme. As a small foundation we want to form a small number of strategic partnerships with organisations who share our values and who we believe collectively can help shift the dial on teenage girls’ activity levels.

We are thoroughly researching the physical activity, community, charity and commercial sectors to find organisations with innovative and scalable ideas to get more teenage girls active. We want to work with both small and large, local and national organisations who have great ideas to get girls active and we will play an active role co-creating new initiatives with them.

If you think you can help us achieve our mission, do get in touch by email: foundation@sweatybetty.com.

How you can help

Support our mission with a donation.