Founded in 2013, Fabletics turned a monthly VIP subscription into one of activewear's most durable business models - now more than 3 million customers strong and past $1 billion in annual revenue.
Fabletics is an activewear and lifestyle brand, but the more accurate description is a membership business that happens to sell clothes. Launched in 2013 within the fashion-technology incubator now known as TechStyle Fashion Group, it set out to make fashionable, high-quality activewear affordable through a recurring VIP membership rather than one-off purchases.
The catalog started with women's leggings, sports bras and coordinated outfits built on proprietary performance fabrics and inclusive sizing. Over a decade it grew into men's activewear, footwear, dresses, swimwear, loungewear and - more recently - medical scrubs, sold through both e-commerce and a growing base of physical stores.
What ties it together is data. Fabletics uses customer insights and trend analytics to personalize outfit recommendations, plan inventory and decide which categories to enter next. That is why a company known for leggings could move into scrubs with confidence: the demand signal came before the product.
In January 2025, Forbes summarized the shift bluntly - Fabletics is "more than just a celebrity athleisure brand." The celebrity opened the door; the membership economics kept people in the room.
"VIP members account for 95 percent of revenue."
SGB Media, on Fabletics surpassing $1 billion • 2025Customers can shop at regular retail prices, or join the VIP program (around $59.95/month). The monthly fee converts into store credit and unlocks member pricing, personalized outfits and early access to drops. Members can skip any month, which softens the friction that sinks most subscriptions.
That recurring layer - roughly $550 million in VIP revenue - sits on top of individual product sales across e-commerce, 120+ stores, and, as of 2025, wholesale. The result is predictable revenue that fashion brands rarely enjoy.
Roughly 90% of active customers are VIP members, and those members drive about 95% of revenue. Loyalty here is not a sentiment - it is engineered into the pricing structure.
The core line - leggings, bras, tops and outfits built on proprietary fabrics with inclusive sizing.
The engine: monthly credits, member pricing, personalization and early access. ~95% of revenue.
Now more than 30% of the business, led by franchises like the "Don" line.
Dresses, swim and footwear broadened the assortment into full lifestyle wear.
A loungewear capsule plus the Fabletics Fit app for workouts and wellness content.
Performance scrubs for healthcare workers - one of the fastest-growing categories.
More than 3 million active customers span women and men across a broad range of ages, sizes and budgets. The scrubs line extends that reach to healthcare workers who want performance fabric on long shifts.
Quality activewear is often expensive and impersonal. Fabletics answers with member pricing, coordinated outfits chosen for you, and a steady cadence of new product - lowering both the cost and the effort of dressing for an active life.
The activewear market is crowded - Lululemon, Nike, Alo Yoga, Athleta, Gymshark and Vuori all compete for the same closet space. Most win on product or brand heat. Fabletics competes on a different axis: recurring relationships.
Where rivals sell a transaction, Fabletics sells a membership, then uses data to keep it worth renewing. That model gives it unusually predictable revenue and a direct channel to test new categories - the reason scrubs and menswear scaled quickly rather than stalling.
Its stores play a role competitors' don't: they function as membership growth hubs, converting walk-ins into VIPs rather than just ringing up sales. In 2025 the company opened 20 stores and is planning about 40 more in 2026, half of them international.
Within the broader athleisure market, Fabletics sits as the leading membership-first player - not the most premium, not the largest, but arguably the best at turning first-time buyers into repeat, high-value members.
"Fabletics is more than just a celebrity athleisure brand."
Forbes • January 2025Founded within TechStyle Fashion Group as a membership-based women's activewear brand.
The actress becomes co-founder and brand ambassador; menswear begins.
Adds dresses, swimwear and footwear to broaden the lifestyle assortment.
Surpasses 2M members, ~$500M revenue, and reaches carbon neutrality across stores.
Launches the Fabletics Fit app and loungewear; Kate Hudson shifts to an advisory role.
Enters healthcare apparel with a performance scrubs line.
Crosses $1B in revenue, enters wholesale, reaches 120 stores and 2.7M VIP members.
Adam Goldenberg & Don Ressler - serial entrepreneurs behind TechStyle Fashion Group, alongside Ginger Ressler. Actress Kate Hudson joined in 2015 as co-founder and the brand's face, moving to an advisory role in 2021.
Blue Yonder supplies supply-chain and inventory tools for expansion. Celebrity collaborators have included Kevin Hart, Lizzo, Vanessa Hudgens and Khloe Kardashian. Local market partners support entry into Mexico, Dubai and Guatemala.
A membership-based activewear and lifestyle brand founded in 2013, selling women's and men's activewear, footwear, swimwear, loungewear and medical scrubs online and in 120+ stores.
Members pay a monthly fee (around $59.95) that converts into store credit and unlocks member pricing, personalized outfit recommendations and early access. Members can skip any month, and VIPs drive about 95% of revenue.
Adam Goldenberg, Don Ressler and Ginger Ressler founded it under TechStyle Fashion Group. Actress Kate Hudson joined as co-founder and brand ambassador in 2015.
It crossed $1 billion in annual revenue in 2025, has more than 3 million active customers (about 2.7 million VIP members), around 1,700 employees, and 120+ retail stores.
Activewear and athleisure brands including Lululemon, Nike, Alo Yoga, Athleta, Gymshark and Vuori.