Fabletics
Fabletics is a digitally native activewear and lifestyle apparel brand that sells women's, men's, denim, scrubs, and shapewear through e-commerce and 120+ retail stores, monetizing primarily through a $69.95/month VIP membership that drives 95% of its $1B+ annual revenue.
- Company typePrivate
- Founded2013
- HeadquartersEl Segundo, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fabletics does
Fabletics is a digitally native activewear and lifestyle apparel company headquartered in El Segundo, California, founded in 2013 by Adam Goldenberg, Don Ressler, Jack McCue, and actress Kate Hudson. The company sells women's, men's, and gender-neutral athletic apparel, swimwear, scrubs, denim (launched March 2026), shapewear/intimates (via YITTY sub-brand), and accessories through 9 country-specific e-commerce sites and 120+ retail stores across North America, with international expansion underway in India (Reliance Retail partnership), UAE (GMG partnership), Mexico (Liverpool Retail Group), and the UK. Its technology stack comprises a proprietary VIP membership platform with monthly credits and skip-any-month flexibility ($69.95/month), AI-powered customer experience tooling (NiCE CX One agentic AI in contact centers; Iterable for personalization; Perplexity for agentic commerce discovery), RFID-driven supply chain infrastructure, and proprietary fabric technologies (PowerHold, Cloud Jersey, PureLuxe). Approximately 80% of shoppers are VIP members who account for 95% of revenue, and roughly 50% of in-store visitors convert to membership.
The business model combines a recurring subscription revenue stream (VIP membership) with one-time product sales and international licensing/royalty arrangements via regional partners. Revenue exceeded $1 billion in FY2025 with the company ahead of schedule on a five-year plan to double revenue and quadruple profits. Growth vectors include the $300M men's division, $75M scrubs line, a $100M+ denim opportunity, and geographic expansion into high-growth athleisure markets. The company is privately held, has 1001-5000 employees, and operates with a celebrity-amplified marketing model spanning Khloé Kardashian (seven collections), Keke Palmer, NFL star Ja'Marr Chase, and Kevin Hart as ambassadors. Notable enterprise technology deployments include NiCE 2026 CX Excellence Award for agentic AI contact center operations, Iterable 2025 Expie Award for personalization, and Supply Chain Masters of Innovation Award 2026 for RFID implementation.
Fabletics firmographics
Firmographics- Name
- Fabletics
- Legal name
- Fabletics, Inc.
- Website
- https://fabletics.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Fabletics is a digitally native activewear and lifestyle apparel brand that sells women's, men's, denim, scrubs, and shapewear through e-commerce and 120+ retail stores, monetizing primarily through a $69.95/month VIP membership that drives 95% of its $1B+ annual revenue.
- Ownership category
- akta.pro rank
Fabletics industry classification
Industry- Product category
- Athletic Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Specialty Membership Clubs (Category-Focused) (CRAEADAI)
- akta.pro secondary industry
- Private-Label-Heavy Membership Clubs (CRAEADAJ)
Keywords
Where Fabletics is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fabletics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- VIP Membership Subscription: Monthly subscription at $69.95 providing exclusive member benefits including 20-50% discounts on all products, first access to new drops and celebrity collabs, and monthly member credits. Credits expire after 12 months. VIP members represent approximately 80% of shoppers and account for 95% of revenue. Members can skip any month between the 1st-5th to avoid charges.
- Direct Product Sales: One-time product purchases for non-members and additional purchases by VIP members beyond their monthly credit. Products include activewear, denim, swimwear, scrubs, accessories, and lifestyle apparel. Wallet share has grown from 22% to 30% as Fabletics expands beyond core activewear.
- International Licensing: Revenue from exclusive licensing partnerships with regional operators such as Reliance Retail in India and GMG in the Middle East, enabling rapid market entry without building local distribution infrastructure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | VIP Membership at $69.95/month with exclusive savings and benefits |
| One time/ perpetual license | Pay-as-you-go | Non-member retail pricing for occasional shoppers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Fabletics product offering
Product offeringCore offering
Fabletics designs, manufactures, and sells branded activewear, denim, scrubs, swimwear, YITTY shapewear, and accessories through a subscription-based VIP membership model at $69.95/month and direct e-commerce. The VIP membership delivers 20-50% discounts, monthly member credits, exclusive product access, and first dibs on celebrity collaborations, with 80% of shoppers being VIP members accounting for 95% of revenue. The company also operates 120+ retail stores as membership conversion hubs and licenses the brand internationally through regional partners.
Product overview
Fabletics is a digitally native activewear company headquartered in El Segundo, California, founded in 2013. The company operates a subscription-based VIP membership model (charging $69.95/month) alongside non-member retail. Its core product portfolio centers on women's and men's activewear including leggings, sports bras, tops, shorts, pants, and swimwear. The brand has expanded beyond core athletic apparel into adjacent categories: denim (launched March 2026), scrubs/medical apparel ($75M business), YITTY shapewear/intimates, and accessories. Recent launches include Khloé Kardashian collaborations, a Ja'Marr Chase athlete-curated men's collection, and a bio sports laundry detergent. The company targets denim as a potential $100M+ annual opportunity and is ahead of schedule on its five-year plan to double revenue and quadruple profits. Fabletics operates 120+ retail stores globally with roughly half of in-store shoppers converting to VIP members.
Differentiator
Problem solved
Functional benefit
Brands
- YITTY BY FABLETICS: A shapewear and swimwear sub-brand offering intimates, shapewear, sleepwear, and swim products.
Products and services
- Women's Activewear Core athletic apparel line for women including leggings, sports bras, tops, shorts, pants, joggers, sweatshirts, jackets, dresses, and swimwear. Features proprietary fabric technologies including PowerHold, PureLuxe, and Cloud Jersey. Targeted at women aged 25-45 seeking versatile athletic apparel for workouts and everyday wear.
- Men's Activewear Athletic apparel line for men including shorts, pants, joggers, t-shirts, polo shirts, jackets, hoodies, swimwear, and underwear. Has grown into a $300 million business since its 2020 launch with celebrity ambassadors Ja'Marr Chase and Kevin Hart.
- Denim Collection First-ever denim collection launched in March 2026 with 11 styles across three stretch levels, seven washes, and three inseam lengths for both women and men. Developed over two years with denim expert Benjamin Talley Smith. Priced between $79.95 and $174.95.
- Fabletics Scrubs Medical apparel line including scrub sets, tops, bottoms, jumpsuits, underscrubs, lab coats, and maternity options. A $75 million business launched in 2023 serving healthcare professionals with functional, comfortable medical apparel in diverse colors and styles.
- YITTY by Fabletics Shapewear, intimates, sleepwear, and swim brand under the YITTY label. Features bodysuits, bras, shapewear, and swim products as a sub-brand of Fabletics.
- Swimwear Swim collection including one-pieces, bikinis, swim tops, swim bottoms, cover-ups, and shaping swim. YITTY branded swim products are also available.
- Accessories Accessories including bags (travel bags starting at $15), socks, hats, and hair accessories for women and men.
- VIP Membership Subscription-based VIP membership at $69.95 per month offering 20-50% off retail prices, first dibs on new drops, exclusive products, monthly member credits, and option to skip months. Approximately 80% of shoppers are VIP members accounting for 95% of revenue.
- Bio Sports Laundry Detergent Bio sports laundry detergent developed in partnership with Gymspin, specifically designed for activewear. Eliminates deep-set odors, protects technical fabrics, and delivers long-lasting freshness without harsh chemicals.
Quantifiable outcome
- VIP members account for 80% of shoppers and 95% of revenue
- +5 more outcomes
Companies that use Fabletics
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Fabletics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Fabletics partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- NiCE (Cognigy)coreFabletics uses NiCE's CX One platform (following the near-$1 billion Cognigy acquisition) for enterprise AI deployment in contact centers. Practitioner's from Fabletics participated in NiCE World 2026 discussing real-world implementation challenges around AI governance and agent retention.
- ISPOcoreFabletics joined ISPO 2026 as a key brand exhibitor and became official partner of the Athlete & Influencer Programme, participating in the major sports industry trade show to increase brand visibility and industry presence.
- UTR SportsflagshipLandmark partnership integrating Fabletics VIP membership benefits into UTR Sports' annual Power Membership ($10/month). The reimagined membership delivers over $1,450 in combined annual value including analytics, travel savings, and premium activewear benefits with VIP pricing up to 50% off standard pricing. First racquet sports platform to combine analytics, travel savings, and premium activewear.
- GMGcoreGMG spearheads Fabletics' expansion into the UAE and Middle East region through creator-led launch events and planned physical retail presence. Initial launch through Sun & Sand Sports e-commerce, with physical stores planned for later 2026.
- Reliance RetailcoreExclusive partnership with India's largest retail operator to launch Fabletics brand in India through Reliance Retail's omni-channel network of physical stores and digital platforms. This enables rapid scaling without independently building local distribution infrastructure and positions Fabletics to capture the fast-growing Indian athleisure market.
- GymspinminorFabletics Europe launched a bio sports laundry detergent in partnership with Gymspin, a product specifically designed for activewear that eliminates deep-set odors, protects technical fabrics, and delivers long-lasting freshness without harsh chemicals. Represents expansion beyond clothing into activewear care products.
- Liverpool Retail GroupminorLiverpool Retail Group supports Fabletics' expansion into Mexico market, providing local retail expertise and distribution infrastructure.
- ThredUPminorFabletics X ThredUP partnership offering resale of Fabletics items through the ThredUP platform, supporting sustainability initiatives and circular fashion economy.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
Fabletics competitors and assessment
Company assessmentDirect peers
- Vuori: Premium men's and women's activewear brand with strong direct-to-consumer and growing retail footprint. Targets a similar lifestyle-athletic crossover customer and competes in the same premium-but-accessible price tier.
- Athleta (Gap Inc.): Women's activewear brand owned by Gap Inc. with comparable product assortment (leggings, sports bras, lifestyle) and a loyalty program (Athleta Rewards). Direct competitor for Fabletics' core women 25-45 demographic.
- Alo Yoga: Premium direct-to-consumer women's and men's activewear brand with celebrity ambassadors and a similar vertically integrated digital-plus-retail model. Alo competes most directly with Fabletics in the mid-to-premium athleisure consumer segment.
- Beyond Yoga: Women's activewear and lifestyle brand (acquired by Levi Strauss) competing most directly with Fabletics in leggings, sports bras, and everyday athleisure, particularly for women 25-45.
Broad incumbents
- Lululemon: Global premium activewear incumbent with significantly larger scale and brand pricing power. Competes with Fabletics across women's, men's, and accessories while setting the upper bound on the athleisure price band.
- Under Armour: Performance athletic apparel incumbent competing in men's and women's activewear at similar accessible price points. Particularly relevant peer given Fabletics' growing men's category and scrubs/performance positioning.
- Nike: Global athletic apparel and footwear incumbent whose women's and men's activewear lines overlap with Fabletics' assortment at lower price points, particularly through Nike's outlet and promotional channels.
Emerging players
- FIGS: Direct-to-consumer medical apparel brand and the leading premium scrubs incumbent. Most directly comparable peer for Fabletics' $75M scrubs business given near-identical target customer (healthcare workers) and DTC model.
- Outdoor Voices: Digitally native activewear brand targeting a similar lifestyle-active crossover customer. Smaller scale but competes in the same women-led athleisure niche Fabletics helped define.
- Sweaty Betty: Women's activewear brand (acquired by Walmart) with international retail presence. Comparable to Fabletics in women's athleisure, omnichannel strategy, and recent international expansion into markets like the UK.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fabletics social profiles
Digital presenceFabletics compliance and trust
Trust signalCompliance2 records
Fabletics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fabletics leadership team
Management profileNumber of profiles
Profiles13 records
Fabletics funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fabletics M&A and investment
M&A and investmentM&A
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fabletics
What does Fabletics do?
Fabletics designs, manufactures, and sells branded activewear, denim, scrubs, swimwear, YITTY shapewear, and accessories through a subscription-based VIP membership model at $69.95/month and direct e-commerce. The VIP membership delivers 20-50% discounts, monthly member credits, exclusive product access, and first dibs on celebrity collaborations, with 80% of shoppers being VIP members accounting for 95% of revenue. The company also operates 120+ retail stores as membership conversion hubs and licenses the brand internationally through regional partners.
Is Fabletics a public or private company?
Fabletics is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fabletics founded?
Fabletics was founded in 2013. It employs 1,001 to 5,000 people.
Where is Fabletics based?
Fabletics is headquartered in El Segundo, United States, in the North America region.
How does Fabletics make money?
Three revenue lines are on record. VIP Membership Subscription is the primary driver. The others are direct Product Sales and international Licensing.
Who are Fabletics's main competitors?
Direct peers on record are Vuori, Athleta (Gap Inc.), Alo Yoga and Beyond Yoga. Broad incumbents are Lululemon, Under Armour and Nike. Emerging players are FIGS, Outdoor Voices and Sweaty Betty.
Does Fabletics have an API?
No public API is recorded for Fabletics.
What industry is Fabletics in?
Fabletics's product category is Athletic Apparel. Its primary akta.pro industry code is CRAEADAI, Specialty Membership Clubs (Category-Focused), with a secondary code of CRAEADAJ, Private-Label-Heavy Membership Clubs. Its NAICS code is 458110 and its SIC code is 5600.