The brand was founded in 1998 by Tamara and Simon Hill-Norton with one boutique in London's Notting Hill, taking its name from a song by the British band the Macc Lads. It expanded to five boutiques by 2003 and opened its first department-store concession in Selfridges in 2006, later followed by Harrods. Sweaty Betty was named the Sports Industries Federation "sports retailer of the year" in 2001.
In August 2021 the company was bought by American apparel manufacturer Wolverine Worldwide for £300 million. As of May 2022 it ran dozens of UK boutiques and department-store concessions, with further shops and concessions across the US, Canada, Germany, Hong Kong, Ireland and Singapore.