# Style-Focused Fitness Retailers The UK's Sweaty Betty Opens its First Physical Store in California By Jana Pijak | Published 2016-03-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sweaty-betty References: [latimes](http://www.latimes.com/fashion/la-ig-sweaty-betty-20151213-story.html) & [sweatybetty](http://www.sweatybetty.com/) UK-based sportswear retailer [Sweaty Betty](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood) is known for its strong online presence and style-conscious product range. Paying attention to performance, comfort and high quality, the e-retailer also puts fashion first. The boutique is known for offering a diverse collection of female-focused apparel for a variety of workout routines and even features in-store yoga sessions that help consumers stay motivated. Additionally, the brand's [YouTube](https://www.trendhunter.com/trends/popsugar) channel is widely successful and features free workout videos by celebrity trainer guest-stars. In addition to yoga and running wear, Sweaty Betty's also carries niche items like scuba suits and triathlon gear that is surprisingly chic. Opening it's first [brick-and-mortar location in Venice, California](https://www.trendhunter.com/trends/montecito-california), the British retailer aims to target a new audience of fitness-conscious females. Known for its health food movement and popular yoga scene, California is introduced to the e-retailer's vibrant range that successfully blends fashion and fun with performance and quality. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 72% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Style-focused Fitness Retailers:** Fashionable fitness retailers who prioritize comfort and performance continue to enter the market. - **Virtual Workouts with Celebrity Trainers:** Online classes and YouTube channels featuring celebrity trainers continue to trend in the fitness industry. - **Niche Workout Attire:** Fitness brands continue to expand their offerings into niche workout categories such as triathlons and scuba diving. ### Who This Affects Most - **Health and Wellness:** There is a growing market for fitness brands who work to integrate fashion and style into their products, in addition to prioritizing comfort and performance. - **Athleisure:** The continuing rise of athleisure wear has created a space for fashion-focused fitness retailers to enter the market. - **E-commerce:** With the success of Sweaty Betty's online presence leading to the opening of their brick-and-mortar location, there is a continued opportunity for e-commerce retailers to expand into physical stores. ## Related on Trend Hunter - [Contemporary Athleisure Brands](https://www.trendhunter.com/trends/staud-sport-1.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Comfort-Focused Athleisure Lines](https://www.trendhunter.com/trends/fresh-athleisure-collection.md) - [Performance Apparel Store Openings](https://www.trendhunter.com/trends/bandit-running.md) - [Holiday Activewear Pop-Ups](https://www.trendhunter.com/trends/gymshark-popup.md) - [Indian Athleisure Lines](https://www.trendhunter.com/trends/superdry.md) - [Hybrid Fitness Boutiques](https://www.trendhunter.com/trends/hybrid-fitness-boutique.md) - [Eurasia Athleisure Market Entries](https://www.trendhunter.com/trends/international-markets.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md)