Sweaty Betty has appointed former England and Great Britain hockey player Kerry Williams as its new chief marketing officer as the retailer heads into “a time of immense transformation”.

Williams joins the activewear brand from connected fitness and wearable tech brand Myzone Group where she was also chief marketing officer.

With over 14 years of experience, Williams has previously held marketing leadership roles at brands including Gymspin and worked for a decade at Nike.

Sweaty Betty swung to a loss of £5.1m for the year ending January 2023, compared to the nearly £14m profit recorded the previous year.

Sweaty Betty global brand president Melissa Mullen said: “I am thrilled to have Kerry join Sweaty Betty, her professional and sporting experience will add a new dimension and support our ambitions to scale the ‘Spirit of Our Sisterhood’ globally.”

“Her charitable experience and personal values are in profound alignment with the values that we hold in the brand and our charitable Sweaty Betty Foundation. This powerful combination is hugely exciting as she joins us at a time of immense transformation.”

Williams said: “Sweaty Betty was the first brand to take women’s activewear seriously when I was an athlete, with a mission of empowerment that is still the beating heart of the business.

“I am honoured to join the team at this pivotal time for the brand as we look to inspire and engage women on a global scale and propel Sweaty Betty into its next chapter.”