Citation Sparks L (2007) sweatyBetty: by women, for women. In: Chadwick S & Arthur D (eds.) International Cases in the Business of Sport. Oxford, UK: Butterworth-Heinemann, pp. 60-72. http://www.elsevier.com/books/international-cases-in-the-business-of-sport/chadwick/978-0-7506-8543-6
Abstract Retail sports goods shops can be intimidatingly masculine. This case examines the origins, strategy, development and operations of sweatyBetty, a small women-only 'activewear boutique' retail chain. It addresses some of the distinctive and innovative factors in the business and invites consideration of its past and future development.