AYBL
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
AYBL firmographics
Firmographics- Name
- AYBL
- Legal name
- RK Brands LTD
- Website
- https://beaybl.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
AYBL industry classification
Industry- Product category
- Athletic Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Athleisure & Performance Apparel Retail (CRAAABAE), Activewear & Training Apparel (CRAAAEAA), Golf & Tennis Performance Apparel (CRAAAEAF), Running & Endurance Wear (CRAAAEAD)
Keywords
Where AYBL is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AYBL 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
Revenue model
- Direct Product Sales: Direct-to-consumer sales of athleisure and fitness apparel through owned e-commerce platforms. Revenue generated from one-time product transactions across multiple categories including leggings, shorts, sports bras, t-shirts, hoodies, joggers, jackets, and accessories. Offers Klarna buy now pay later payment option.
- Student and Blue Light Discount Programs: Discount programs for students (10% off) and Blue Light cardholders, driving customer acquisition and loyalty through targeted pricing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core athletic apparel products (leggings, shorts, sports bras) |
| Unit Pricing | Pay-as-you-go | Premium collaboration products (Wesley Vissers x AYBL) |
| Other | Pay-as-you-go | Student discount program |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
AYBL product offering
Product offeringCore offering
AYBL designs, brands, and sells affordable, selfie-friendly athleisure and performance apparel for men and women through direct-to-consumer e-commerce and a mobile app. The product range spans leggings, shorts, sports bras, t-shirts, hoodies, joggers, jackets, and accessories organized into themed women's, men's, golf, and running collections, with limited-edition athlete collaborations. The brand launches fresh seasonal additions to its collections year-round and ships across 9+ country-specific storefronts.
Product overview
AYBL is a British athleisure and performance wear e-commerce brand founded in 2018, operating primarily through its direct-to-consumer e-commerce website and mobile application. The company offers a comprehensive portfolio of athletic apparel spanning women's and men's categories, organized into branded collections including Physique, Enhance, Adapt, Empower, and Staple for women, and Core, Essential, Craft, Origin, Attain, Ascend, Reinforce, Motion, and Camo for men. Additional collections like Form, Sculpt, Balance V3, Golf, and Run serve both genders. The brand also features athlete collaborations such as the AYBL x Wesley Vissers partnership. AYBL sells directly to consumers with shipping available across multiple regions including the UK, EU, US, Australia, Canada, and UAE, and offers flexible payment options through Klarna and various digital payment methods.
Differentiator
Problem solved
Functional benefit
Products and services
- AYBL Mobile App iOS and Android mobile application for AYBL customers to browse the full product catalog, purchase athleisure apparel, access exclusive product drops, manage wishlists, and shop on-the-go.
- Women's Activewear Collections Consolidated women's athleisure and performance wear assortment spanning leggings, shorts, sports bras, t-shirts and tops, hoodies and jumpers, knitwear, joggers, jackets, all-in-ones, and accessories, organized into themed collections (Physique, Enhance, Adapt, Empower, Staple, Varsity, Balance V3, Sculpt, Form, Run) and offered in sizes XS–XXL across multiple colors. Targeted at fitness-active women seeking gym, running, and everyday athleisure apparel.
- Men's Activewear Collections Consolidated men's athleisure and performance wear assortment spanning shorts, t-shirts, hoodies and sweaters, joggers, polo shirts, trousers, tanks and stringers, jackets, base layers, and accessories, organized into themed collections (Core, Essential, Craft, Origin, Attain, Rebound, Ascend, Reinforce, Motion, Camo) and offered in sizes XS–XXL across multiple colors. Targeted at fitness-active men seeking gym, running, and everyday athleisure apparel.
- Golf Collection Specialized athletic apparel collection available for both men and women, designed for golf activities with performance fabrics and styling appropriate for the course.
- Run Collection Athletic apparel collection for both men and women designed specifically for running and cardio activities.
- AYBL x Wesley Vissers Collaboration Limited edition collaboration collection with athlete Wesley Vissers featuring oversized tanks, stringers, t-shirts, and shorts for men, priced as a premium capsule (e.g., Dutch Oak Oversized Tank £30, Old School Wide Neck T Shirt £40, Old School Contrast Shorts £42).
Quantifiable outcome
- Revenue growth to £38.566 million (32% increase)
- +5 more outcomes
Companies that use AYBL
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
AYBL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature2 records
AYBL partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Wesley VissersflagshipAthlete and bodybuilder Wesley Vissers has a dedicated collaboration collection with AYBL, including products like Dutch Oak Oversized Tank, Old School Wide Neck T Shirt, and Old School Contrast Shorts. The partnership represents a flagship co-branded product line.
Scale indicators13 records
Recent moves5 records
Expansion highlights6 records
AYBL competitors and assessment
Company assessmentDirect peers
- Alo Yoga: Alo Yoga is a premium DTC/inline athleisure brand with strong influencer and celebrity positioning, comparable to AYBL's social media-driven GTM. Direct overlap in women's leggings, sports bras, and lifestyle athletic apparel with similar styling and brand-led marketing approach.
- Vuori: Vuori is a premium men's and women's activewear and lifestyle apparel brand with a strong DTC-first model. Comparable in product positioning (performance-meets-lifestyle), premium-but-accessible price point, and rapid growth trajectory targeting fitness-conscious consumers.
- Gymshark: Gymshark is a UK-born DTC fitness apparel brand founded in 2012 and now a global category leader. It is the most directly comparable peer given shared UK origin, DTC model, influencer-driven marketing, and overlap in target customer (fitness-conscious consumers). Lewis Morgan's involvement in both companies makes the comparison even tighter.
- Fabletics: Fabletics is a digitally native, membership-driven activewear brand co-founded by Kate Hudson. Comparable in mid-market positioning, women's focus, and aggressive social/influencer marketing. Targets similar fitness-conscious female consumers seeking affordable, stylish activewear.
- Sweaty Betty: Sweaty Betty is a UK-based women's activewear brand with comparable product range (leggings, sports bras, training wear) and target demographic. Operates DTC plus selective retail. Acquired by Wolverine Worldwide in 2021, providing a relevant M&A reference point for UK athleisure brands.
Emerging players
- Outdoor Voices: Outdoor Voices is a digitally native women's activewear brand focused on recreation and lifestyle. Comparable in DTC-first approach, women's athletic positioning, and community-led marketing, though at a smaller scale and different price tier than AYBL.
- P.E Nation: P.E Nation is an Australian activewear and streetwear brand with strong lifestyle positioning and influencer-driven marketing. Comparable overlap in athleisure category, female-skewed customer base, and DTC plus selective retail distribution.
Broad incumbents
- Lululemon: Lululemon is the global premium athleisure leader, specializing in women's and men's technical athletic apparel including leggings, sports bras, and performance wear. Comparable in product mix and target customer base, though at a substantially larger scale and premium price point. AYBL is positioned as a more accessible alternative.
- Adidas: Adidas is a global incumbent in athletic apparel with broad women's and men's training, running, and golf product lines. Competes with AYBL in activewear and athleisure categories, particularly in the European markets where AYBL is rapidly growing.
- Nike: Nike is the global athletic apparel and footwear leader with significant presence in women's and men's training, running, and golf. While operating at vastly different scale, Nike's women's training and golf categories compete directly with AYBL's core offerings and represent the benchmark for category leadership.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AYBL financial estimates
Financial estimateRevenue estimate
Valuation estimate
AYBL leadership team
Management profileNumber of profiles
Profiles3 records
AYBL funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AYBL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AYBL
What does AYBL do?
AYBL designs, brands, and sells affordable, selfie-friendly athleisure and performance apparel for men and women through direct-to-consumer e-commerce and a mobile app. The product range spans leggings, shorts, sports bras, t-shirts, hoodies, joggers, jackets, and accessories organized into themed women's, men's, golf, and running collections, with limited-edition athlete collaborations. The brand launches fresh seasonal additions to its collections year-round and ships across 9+ country-specific storefronts.
Is AYBL a public or private company?
AYBL is a private company. It is classified as venture growth investor backed and is currently operating.
When was AYBL founded?
AYBL was founded in 2018. It employs 51 to 100 people.
Where is AYBL based?
AYBL is headquartered in London, United Kingdom, in the Europe region.
How does AYBL make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are student and Blue Light Discount Programs.
Who are AYBL's main competitors?
Direct peers on record are Alo Yoga, Vuori, Gymshark, Fabletics and Sweaty Betty. Emerging players are Outdoor Voices and P.E Nation. Broad incumbents are Lululemon, Adidas and Nike.
Does AYBL have an API?
No public API is recorded for AYBL.
What industry is AYBL in?
AYBL's product category is Athletic Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAE, Athleisure & Performance Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.