The Sweaty Betty Foundation

What The Sweaty Betty Foundation does

The Sweaty Betty Foundation is an independent registered charity in England and Wales (No. 1193601), launched in March 2021 with the support of the Sweaty Betty activewear brand, whose mission is to empower women and girls — primarily those aged 10–18 — to get active and stay active for life. It focuses on the least active girls who face the largest barriers to physical activity, with explicit prioritisation of girls from lower-income families, Black and South Asian heritage communities, LGBTQ+ young people, and girls with disabilities.

The Foundation delivers its work through three core programme pillars — Schools (e.g., the Girls Active programme with the Youth Sport Trust, sports bra and period education workshops, and Greenhouse Sports coaching), Communities (e.g., the Girls Powered project with Sporting Equals, Girls on the Pitch virtual funding events, and the Innovation Fund offering grants up to £20,000), and Digital (a 10-week behaviour-change programme with Sweatcoin) — together with partnership initiatives such as the Sweaty Betty sports bra donation campaign (nearly 10,000 bras distributed via 20+ grassroots organisations, charities and schools) and a sports hijab co-development project. A Girls Panel of 6 girls aged 14–18 participates in strategy, staff and trustee selection, and funding decisions.

The Foundation does not sell products or services. Operating from a registered office at 90 York Way, Kings Place, London N1 9AG with 12 employees, it is funded through individual donations, corporate and institutional partnership funding (anchored by parent Sweaty Betty), and community fundraising events run via JustGiving. Geographic focus is the United Kingdom, with one US-facing partnership via GLSEN; a Charity Commission filing structure governs accountability, and there is no commercial pricing model.

Name

The Sweaty Betty Foundation

Legal name

The Sweaty Betty Foundation

Website

https://sweatybettyfoundation.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

The Sweaty Betty Foundation is an independent UK-registered charity (No. 1193601) that empowers teenage girls, particularly the least active, to get and stay active through Schools, Communities, and Digital programmes, funded by donations, corporate partnerships, and parent Sweaty Betty.

Ownership category

akta.pro rank

Product category

Youth Sport and Physical Activity Charity

NAICS

Civic and Social Organizations (8134), Grantmaking and Giving Services (81321), Grantmaking Foundations (813211), Other Grantmaking and Giving Services (813219)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD), Volunteer Program Funding, Scholarships & Fundraising Support (EDAIAGAO), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Girls physical activity
• Community sports programmes
• Youth health charity
• Schools sport partnerships
• Women empowerment grants

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Individual donations from supporters who want to empower girls to get active. 100% of donations go towards inspiring teenage girls to get moving.
2. Partnership funding: Funding received from Sweaty Betty (parent company) and other partners to support charitable programmes and activities for girls.
3. Fundraising events: Community fundraising activities including sporting challenges, hosted events, and JustGiving sponsorship pages.

Distribution channels4 records

Marketing channels6 records

Core offering

The Sweaty Betty Foundation is an independent UK-registered charity that delivers programmes to empower teenage girls aged 10-18 to get and stay physically active. Its core work spans in-school physical activity programmes, community-based projects with grassroots organisations, and digital behaviour change initiatives, alongside sports bra donation and redistribution campaigns and an Innovation Fund grant programme. It is funded by donations, partnership funding from Sweaty Betty, and community fundraising events.

Product overview

The Sweaty Betty Foundation is an independent UK-registered charity (No. 1193601) launched in March 2021 with the mission to empower women and girls to get active and stay active for life. The Foundation operates three interconnected programme areas: Schools programmes (delivering Girls Active, bra workshops, and period workshops in partnership with Youth Sport Trust, GLSEN, and Greenhouse Sports); Communities programmes (supporting grassroots organisations through Girls Powered with Sporting Equals, Girls on the Pitch funding events, and an Innovation Fund up to £20,000); and a Digital Programme (behaviour change initiatives with Sweatcoin). The Foundation also partners with Sweaty Betty on sports bra donations and is developing a sports hijab for teenage Muslim girls. Fundraising support is provided through JustGiving integration and event guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Schools Programme School-based programmes empowering girls to enjoy physical activity in and outside of PE lessons, including the Girls Active partnership with Youth Sport Trust, sports bra workshops, and period education workshops. Delivered in partnership with schools and youth sport organisations.
• Communities Programme Support for grassroots organisations to develop new physical activities for teenage girls in local communities, including the Girls Powered initiative with Sporting Equals supporting Black and South Asian heritage girls, and the Girls on the Pitch virtual funding events.
• Digital Programme Digital behaviour change programme delivered in partnership with Sweatcoin, incentivising girls to be more active through a 10-week step-counting rewards app where participants can win prizes for walking.
• Sports Bra Donation Campaign Partnership initiative with Sweaty Betty donating sports bras to girls who need them, including workshops to educate girls on sports bra importance and proper fitting, distributed through 20+ grassroots community organisations, charities and schools.
• Sports Hijab Development Product development initiative in partnership with Sweaty Betty, This Girl Can Leeds and sports activist Lipa Nessa to design a new sports hijab specifically for teenage Muslim girls.
• Innovation Fund Grant programme funding projects that empower girls to get active in their communities, typically up to £20,000 per project, supporting grassroots organisations such as Milk Honey Bees, Black Girls Hike and Muslimah Sports Association.
• Fundraising Support Resources and guidance for supporters to raise money through JustGiving pages, sporting challenges and community events.

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• SweatcoincoreStrategic or Co-development PartnerPartnership to design a 10-week behaviour change programme with girls' input, where they could gain rewards and win prizes for walking. Part of digital innovation strategy to understand girls' attitudes to digital support for physical activity.
• Comic ReliefcoreStrategic or Co-development PartnerCo-funded a research report by Women in Sport into the impact of the Covid-19 pandemic on teenage girls' activity levels and their engagement with digital support.
• Women in SportcoreStrategic or Co-development PartnerUK's top research and insight charity helping women and girls to get active. Partnered with Comic Relief and Sweaty Betty Foundation to produce research on pandemic impact on teenage girls' activity.
• Sporting EqualscoreStrategic or Co-development PartnerMajor partnership with this charity dedicated to promoting ethnic diversity across sport and physical activity. Girls Powered project in Greater Manchester has supported 10 grassroots community organisations for Black and South Asian heritage girls since 2021, helping over 250 girls.
• This Girl Can LeedsminorStrategic or Co-development PartnerPartner on sports hijab redesign project and digital behaviour change programme. Working with sports activist Lipa Nessa to develop new sports hijab design for teenage girls.
• Youth Sport TrustcoreStrategic or Co-development PartnerDelivered award-winning Girls Active programme to 10 schools in East London, Leeds and Glasgow in 2021-2022. Over 350 girls empowered to change PE curriculum and participate in sessions run by Sweaty Betty instructors.
• GLSENcoreStrategic or Co-development PartnerUS partnership to support K-12 schools and make sports and physical activity more inclusive for LGBTQ+ young people. Supported relaunch of Changing the Game programme with new resources and training for staff and pupils.
• Greenhouse SportscoreStrategic or Co-development PartnerLondon-based charity placing coaches in schools to increase participation in sports. Partnership focuses on engaging girls in co-curricular activities and trialling new ways to get them involved, including bra workshops.
• JustGivingcoreChannel Partner/ Reseller/ DistributorFundraising platform enabling supporters to set up JustGiving pages and ask for sponsors for sporting challenges. Primary digital fundraising channel for the Foundation.
• Milk Honey BeesminorStrategic or Co-development PartnerFemale-led, expressive safe space that aims to allow young women to feel empowered and heal from their experiences. Supported through Innovation Fund.
• Black Girls HikeminorStrategic or Co-development PartnerProvides a safe space for women to explore the outdoors. Partnership hosts fun and inclusive hikes for teenage girls that help them reconnect to nature.
• Make Space For GirlsminorStrategic or Co-development PartnerCampaigning for parks and public spaces to be designed with teenage girls in mind. Collaboration on Park Watch programme and sharing insight from Girls Panel.
• Muslimah Sports AssociationminorStrategic or Co-development PartnerHelping women to play sports without compromising their religious or cultural beliefs. Working together to empower girls from South Asian backgrounds to get moving.
• Access SportminorStrategic or Co-development PartnerEquipping community clubs, organisations and volunteers to provide inclusive programmes. Partnership supports Access Sport to transform lives of underserved young people.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• GLSEN: US education nonprofit creating safe and inclusive K-12 environments for LGBTQ+ students. Direct peer — shares inclusive-youth-sport focus and is Sweaty Betty Foundation's US partner for the Changing the Game programme.
• Greenhouse Sports: London-based charity placing sports coaches in schools to increase participation, particularly among disadvantaged young people. Direct peer — uses the same school-delivery model and is an active partner running co-curricular activities for Sweaty Betty Foundation beneficiaries.
• Sporting Equals: UK charity promoting ethnic diversity across sport and physical activity. Direct peer — addresses the same underserved beneficiary sub-segments (Black and South Asian heritage girls) and is a core programme partner on the Girls Powered project.
• This Girl Can: Sport England campaign tackling the gender activity gap among women and girls. Direct peer — targets the same beneficiary segment and is an active partner of Sweaty Betty Foundation on the sports hijab and digital behaviour-change programmes.
• Access Sport: UK charity equipping community clubs and volunteers to deliver inclusive sport programmes for underserved young people. Direct peer — operates in the same inclusive community-sport niche and is an Innovation Fund recipient of Sweaty Betty Foundation.
• Women in Sport: UK charity dedicated to research, advocacy, and programmes to increase women and girls' participation in sport. Direct peer — shares the same mission, beneficiary base (women and girls), and research-driven approach, and is an active partner of Sweaty Betty Foundation on pandemic-impact research.
• Youth Sport Trust: UK children's charity focused on PE, sport, and physical activity in schools. Direct peer — operates in the same school-based delivery channel and is an active programme partner of Sweaty Betty Foundation on the Girls Active programme.

Broad incumbents

• Comic Relief: Major UK grantmaking charity funding projects tackling social issues including girls' empowerment and sport. Broad incumbent — operates at much larger scale and is a research co-funder of Sweaty Betty Foundation, representing both a peer and a potential funder relationship.

Emerging players

• Muslimah Sports Association: UK organisation helping Muslim women play sport while honouring religious and cultural beliefs. Emerging player — overlaps on the South Asian heritage girls beneficiary segment and is an Innovation Fund partner of Sweaty Betty Foundation.
• Make Space For Girls: UK campaigning organisation advocating for parks and public spaces designed with teenage girls in mind. Emerging player — operates in the same adolescent-girls inclusion space and is an Innovation Fund partner of Sweaty Betty Foundation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FoundationBetty
• Facebookfacebook.com/sweatybettyfoundation
• LinkedInlinkedin.com/company/the-sweaty-betty-foundation-x-sweaty-betty
• Instagraminstagram.com/sweatybettyfoundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Sweaty Betty Foundation