Giving Sweaty Betty The Evidence They Needed to Invest in Brand
Bursting onto the scene in 1998, Sweaty Betty quickly became the original trailblazer in female-first activewear, driven by a global mission to empower women through 'fitness that fits you'.
The Problem
As regular users of Fospha's full-funnel measurement, Sweaty Betty already had clear visibility into how their brand campaigns (paid media campaigns optimized for Awareness or Consideration) drove shorter-term sales outcomes.
The outstanding challenge, however, was to quantify the lagging, longer-term returns on their brand investment.
Without clear, causal evidence of this lagging impact, it remained difficult to defend brand budgets internally, particularly with finance teams focused on immediate ROAS and CAC metrics.
The team needed a data-driven framework to bridge the gap between upper-funnel investment and tangible business outcomes, and to build a shared language across marketing and finance.
The Methodology
Sweaty Betty joined the beta for Fospha's new measurment solution Glow.
Most measurement tools today rely on correlation. They can tell marketers that two things happen at the same time, but not whether one caused the other. This leaves teams stuck with assumptions, unable to justify or optimize brand budgets in ways that resonate with finance leaders.
Glow is different. It applies Bayesian network modeling to uncover true cause and effect between brand spend, signals and outcomes, giving marketers a level of precision that moves beyond correlation.
By tracing how investment drives immediate changes in leading indicators — such as engaged visits and branded search — and how these in turn predict downstream outcomes like conversions and average order value, Glow provides a definitive view of what actually drives revenue, not just what happens alongside it.
This approach provides marketers with early, actionable proof that brand investment is working, and how it drives long-term business impact.
When Bayesian network modeling was applied to Sweaty Betty’s data, the analysis confirmed engaged visits and branded search impressions were sensitive early signals linked to awareness activity.
This gave Sweaty Betty a measurable, short-term proof of brand impact, enabling them to validate performance without waiting months for sales uplift to appear.
The Impact
Sweaty Betty made engaged visits and branded search core KPIs across the business, embedding them into board reporting, campaign tracking, and planning processes.
The marketing team gained confidence to defend and scale brand investment, with finance now aligned on the causal link between brand spend and commercial outcomes.
Following their integrated brand campaign launch, Sweaty Betty saw a 2.3% uplift in AOV specifically among new customers, a result that Jon described as a “game changer” in understanding how brand investment drives pricing power.
"Glow was the missing piece of the puzzle for us in understanding why AOV was moving in ways we had never been able to explain before. It has absolutely shaped the way we think"
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