In conversation with

Matilda Egere-Cooper

Head Of Content & Social at Sweaty Betty

Introduction

Introduction

Sweaty Betty is a brand that goes the extra mile to listen to the needs of their community of on-the-move women, whether it’s in focus groups, Instagram or checking in with their 2,000-strong Facebook Group, Betty Buzz. It was a joy to work with the team on honing their tone of voice.

Matilda Egere-Cooper, their Head of Content and Social, is someone who has access to this community on a daily basis: “For me, it’s about listening to what they’ve got to say, sharing their stories, and showing that we care.”

We spoke to Matilda about why she joined Sweaty Betty and how they’d invite us to work out.

Question and Answer

What drew you to your job at Sweaty Betty – what was it about the company that made you want to work there?

I’m quite passionate about community and female empowerment. I lead a running community in London called Fly Girl Collective, which is all about encouraging more black and brown women to pursue a healthy lifestyle. So it’s great working for a brand that’s all about motivating and empowering women – in our case, through fitness and beyond. I also love our activewear – it’s the perfect mix of style and technicality, so if you want to look fab working out, we’ve got you.

What were you doing before Sweaty Betty and how do you think your previous roles have supported you in your job now?

I was the Branded Content Lead at travel website Culture Trip for a couple of years, managing the production of our commercial content partnerships. Prior to this, I did a stint at a content marketing agency, which came after working as a music and lifestyle journalist for nearly 20 years. Journalism gave me my knack for storytelling, which informs our strategy for social content and campaigns.

Were there any challenges that you faced coming into your new role as Head of Content and Social?

Starting in a pandemic was probably the biggest one. It would’ve been a nicer transition to meet my team and colleagues from the jump. But we’ve made it work – shoutout to Microsoft Teams.

Community is a big part of Sweaty Betty’s brand – in your role, how do you harness community and what have you learnt about them during your time so far?

For me, it’s about listening to what they’ve got to say, sharing their stories, and showing that we care. This is evident in the type of content we share on social; by keeping it relevant, relatable, inclusive, and authentic, it creates a great community experience for everyone who follows us.

Sweaty Betty is inviting us to work out – how would they say it, where would we be going and what would we be doing?

Hey, it looks like a great day to work out together. We’re thinking speedy pool laps, a feel-good park run, or that yoga class where we can finally nail our crow poses. Let’s go.

What do you always think about before writing copy or briefing a copywriter for Sweaty Betty?

I’m always encouraging our copywriters to use inspiring, active language that shows we want to engage with our community. We also like to keep our copy clear and snappy. Our customers are busy women with things to do and places go (or run to).

Matilda's Storylist

Books

  1. The End Of Marketing by Carlos Gil
  2. Girl, Woman, Other by Bernardine Evaristo
  3. Becoming by Michelle Obama

Magazines

  1. Stylist Magazine
  2. Elle
  3. Wired

Podcasts

  1. Still Processing
  2. Black Men Can't Jump [In Hollywood]
  3. The Music Snobs
  4. Relatively Fit

Websites

  1. The New York Times
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