Sweaty Betty x Scummy Mummies
- Client Sweaty Betty
- Project Live Podcast Production
- Partner Scummy Mummies
Background
Sweaty Betty has been empowering women through fitness for over 25 years, championing the idea that movement should be about feeling good, not just achieving aesthetic goals. As they looked to deepen their connection with their community and amplify their 2025 mission—to encourage women to release inner pressure and find fitness that fits them—they turned to Viral Tribe Entertainment.
The Challenge
Sweaty Betty wanted to:
- Celebrate diverse fitness journeys and make their message resonate with a broad audience
- Create a sense of community and empowerment around fitness
- Offer an engaging, real-life experience that reflected their brand values
They needed a format that could inspire authentic conversations and showcase real stories—while reaching their community in a dynamic, engaging format.
The Solution
Viral Tribe took charge of the production of two live podcast events, crafting a compelling audio experience that brought Sweaty Betty’s mission to life. We produced a special live episode at the Soho Hotel and Liverpool.
Production highlights:
Capturing Authentic Stories
We worked with the Scummy Mummies hosts to dive deep into personal fitness journeys, from overcoming dodgy knees to life-changing mindset shifts sparked by major personal events.
Live audience engagement
The Soho Hotel recording brought fans and community members together, creating an intimate atmosphere where real stories and laughter flourished.
Brand partnership integration
We seamlessly wove Sweaty Betty’s mission into the fabric of the conversation—highlighting empowerment, personal growth, and finding joy in movement.
Content themes explored:
- Early struggles with exercise and overcoming negative associations.
- Personal transformations through fitness, including Helen’s journey after her marriage.
- Light-hearted, relatable humour that kept the conversation engaging and authentic.
The Impact
The events in both London and Liverpool were a resounding success, resonating with listeners both in-person and online. The audience responded enthusiastically to the candid discussions around fitness journeys, challenges, and personal growth.
Key wins:
Authentic brand alignment
Sweaty Betty’s core values of empowerment and inclusivity were woven naturally into every aspect of the event.
Increased engagement
The live podcast fostered meaningful community interaction, creating a sense of shared experience around fitness.
Momentum for future events
With tickets available for the next live show in Liverpool on February 12th, the momentum continues to build.
Through collaboration with Viral Tribe and the Scummy Mummies, Sweaty Betty has created more than just a podcast—they’ve built a space where women feel empowered to embrace their fitness journeys on their own terms. With strong momentum and growing audience engagement, this partnership continues to inspire and connect women through the power of movement.
