Sweaty Betty has promoted its managing director to chief executive as the activewear brand’s co-founder steps down from the role.

Julia Straus joined the British business as managing director in August last year after relocating from America where she was chief executive of a digital beauty business.

In her new role Straus will focus her attention on the brand’s digital and international growth.

Prior to joining Sweaty Betty, Straus was chief executive of digital US beauty brand Tula and held senior roles at digital fashion retailer Baublebar and digital media company Popsugar.

Former chief executive and co-founder Simon Hill-Norton – who is stepping down from the helm to take the role of chair – said: “Julia brings exceptionally strong experience with nine years in senior leadership roles at digital pure-plays.

“As a digital native with extensive experience in the US, we are excited to have Julia’s skills and enthusiasm to supercharge our growth in these areas and continue to drive our global expansion.”

Straus said: “Sweaty Betty has built an incredibly passionate, loyal community of customers and I’m thrilled to work so closely with a world-class team who push boundaries and innovate every day.”

Sweaty Betty co-founder and chief creative officer Tamara Hill-Norton said: “Julia shares our vision of empowering women to look and feel amazing while living an active life.

“I’m excited to partner with Julia to deliver the Sweaty Betty brand to new markets, growing our community of like-minded active women all over the globe.”