Heidi Cochran
Empowered by Adventure: Heidi’s Creative and Business Journey
Growing up in a rural setting nurtured Heidi’s deep connection to nature, a bond forged from her earliest memories. She fondly recalls her parents, Hamish and Jenny Cochran, bundling her and her sister, Elle, into a backpack to ski before they could even walk. This early immersion in the outdoors instilled a lifelong appreciation for both free spirited adventure and love of the outdoors.
From a young age, Heidi was introduced to the family business, blending play with learning. One of her earliest memories was perfectly captured in an old photo, her tiny hands gripping a tape gun amidst a stack of stock. While she embraces her creative and spiritual side, she also credits her pragmatic business sense to years of observing her father’s methodical, deep thinking approach, a balance she now carries into her own endeavours.
As a dedicated student, Heidi thrived academically, drawn to the arts and mathematics, an early reflection of her ability to merge creativity with practicality. She pursued her passion for design at Massey University in Wellington, earning a Bachelor of Design with honours. While studying, she took on marketing and brand management responsibilities within the family business, making for a natural transition into her role as Nevada Sport’s Brand Director. Over the years, she expanded her expertise across various roles, from marketing and store design to overseeing store construction, each opportunity fuelling her creativity and adventurous spirit.
At 27, Heidi felt an urge to nurture her free-spirited, creative side and embarked on a transformative two-year ski adventure through Europe. She did spend some time working remotely for the business in Guernsey, the second-largest island in the Channel Islands, boating and water skiing off the coast of neighbouring islands in her free time. This journey of self-discovery led her to various roles and experiences, never staying in one place for more than five weeks. One of her longest stays was in the south of England where she worked as a Polo Groom, an experience that resonated with her love and life she'd had around horses. For Heidi, the work wasn't about earning money but more about immersing herself in new experiences and this one happened to be one that was physically demanding and hard work.
While in London, she found herself working at ‘The Brokedown Palace’ in Shoreditch, a retail business that aligned perfectly with her values, providing everything one needs to live an adventurous, outdoor lifestyle. They affectionately dubbed her their ‘Guardian Angel,’ as she joined just in time to help them navigate the hectic Christmas season, staying long enough to contribute but not at the cost of her free spirited adventure.
Retail is in Heidi’s blood. She worked at the family’s Hornby store during school, later spearheading the opening of their stores in Queenstown 2011, Takapuna 2014, Riccarton 2015, Onehunga 2015 and Cashel Street Christchurch in 2020. Then worked in the team to open Mount Manganui 2022, Sweaty Betty and Denham 2024.
Here at Sweaty Betty, Heidi’s is building a strong team dedicated to growing the brand, which aims to empower women, and foster a sense of collective strength, which aligns with Heidi’s ethos.
Store Manager, Pipa is passionate about creating a supportive, team-oriented environment where everyone has each other's backs, which is why working with Heidi is such a joy—they share similar values. Her career in retail began at 14 at Suzanne Hawkins Lingerie in the Bush Inn Centre part time. After studying veterinary nursing, she spent 24 years working as a veterinary nurse, managing a clinic team for some time. She works alongside her husband Tony Cribb, the artist behind The Adventures of Tin Man in their family business. She is also a proud mother of two wonderful boys, Jimmy (13) and Gus (11). Her goal for the Sweaty Betty store is to create a space where women can celebrate their strength and appreciate what their bodies can do, fostering a supportive community.
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