Sweaty Betty


From yoga clothes to running kit, ski wear to tennis apparel, combining style and performance in women’s fitness clothing has never been easier. With over 30 boutiques across the UK, Sweaty Betty is the fitness clothing brand of choice.


To create a seamless, multi-channel and interactive user journey across Sweaty Betty’s vast range of products, delivering a continuous and engaging experience on desktop, tablet and mobile. The website would need to reflect the design-led brand, capture the new store concepts and highlight the brand’s authority in both sport and fashion, as well as merge commerce, content and community more effectively.


Avenue developed a suite of templates that incorporated user experience design with the aim of creating an inspirational brand identity for Sweaty Betty online.  Revitalising the “key looks” section and introducing a unique mobile website was a key component to ensure that Sweaty Betty customers felt inspired by the range of clothing, but also the range of activities, and were encouraged to convert to sale.  We worked with Paraspar to ensure our templates would integrate smoothly with the brand's legacy ecommerce platform.


By creating a blend of functional, authoritative and visually striking designs for the new website, Avenue was able to re-develop the Sweaty Betty brand online, delivering an overall web experience that is best-in-class in the digital and sports fashion industries.

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