Flex Appeal

There’s something refreshingly unapologetic about a brand called Sweaty Betty. Equal parts cheeky and empowering, it says: “Yes I sweat. No, I don’t apologise. And yes, I fully intend to look incredible while doing it.” Now, that attitude has taken root in Christchurch, and Auckland’s Ponsonby.

Founded in London in 1998 by Tamara Hill‑Norton, athlete, entrepreneur, mother, Sweaty Betty was launched to disrupt bland, shapeless women’s sportswear of the time. Its mission? Build gear that made women feel strong, stylish, and empowered.

Since then, Sweaty Betty has grown from a Notting Hill disruptor to a wellness wardrobe essential beloved across the UK, US, and now New Zealand.

The Christchurch store was the brand’s New Zealand debut and its largest so far at 320 sqm, fittingly designed as a flagship retail anchor for a Carter Group development in the heart of the city. It signals Christchurch’s importance to Sweaty Betty’s growth strategy, a place where active urban life meets clean, considered retail with a hint of floral pizazz in the form of a giant hanging centrepiece.

Then came Ponsonby: Auckland’s version of the same vision. Located at 169 Ponsonby Road, it opened with an event energy that matched its community consciousness with group runs, pretty nibbles, music and exclusive discounts for early visitors.

In Christchurch and Ponsonby, Sweaty Betty is more than activewear. It’s a uniform for the everyday athlete, whether you’re running trails, hustling workdays, or owning the school pick‑up. Stylish, smart, sweat‑savvy clothes for lives worth moving well.

That both flagships are run by Nevada Sport Group makes perfect sense. This Christchurch‑based retail heavyweight has been curating premium labels from Denham to Merrell to Sweaty Betty since 1978. Nevada isn’t about stacking brands, they’re about building legacies. They were early adopters of global labels like Denham, and their retail DNA is all about longevity, quality, and brands that understand their customer better than the algorithm ever could.

Bringing Sweaty Betty to New Zealand is a no-brainer. We’re a nation of runners, riders, lifters, hikers, breathwork obsessives, HIIT junkies, barre devotees and everything in between. We sweat. We live in activewear, not just for the gym, but for the hours before and after it. And frankly, we deserve more than faded black tights and an oversized tee. Thanks Nevada Sport and Sweaty Betty.

Sweaty Betty Christchurch
174 Cashel Street, Christchurch Central City, Christchurch 8011
Sweaty Betty Auckland – Ponsonby
169 Ponsonby Road, Ponsonby, Auckland 1011