What Happened to Fabletics?

Fabletics was launched in July 2013 by Adam Goldenberg, Don Ressler, and actress Kate Hudson, under the umbrella of TechStyle Fashion Group, which Goldenberg and Ressler also co-founded. The brand quickly distinguished itself with a unique direct-to-consumer, subscription-based VIP membership model, offering personalized activewear outfits at discounted prices. Kate Hudson became a prominent public face and shareholder, helping to build brand recognition and a loyal customer base.

Initially a digital-first brand, Fabletics began its expansion into brick-and-mortar retail in 2015, strategically opening stores that served as community hubs and data-gathering points to enhance its omnichannel strategy. This approach proved successful, with physical retail becoming an increasingly important growth driver. By 2020, Fabletics had already surpassed $500 million in annual revenue and boasted over 2 million members, demonstrating the efficacy of its hybrid model.

The mid-2020s marked a period of accelerated growth and diversification for Fabletics. The company expanded its product lines, launching Fabletics Men in 2020 and Fabletics Scrubs in 2023. In a significant move to broaden its appeal beyond activewear, Fabletics debuted its first-ever denim collection in March 2026, catering to the casualization trend in apparel. This product diversification, coupled with its core activewear offerings, positioned the brand for continued market penetration.

Financially, Fabletics achieved a major milestone in 2025, surpassing $1 billion in net revenue, with sales growing over 18% that year. The company reported three consecutive years of double-digit same-store sales growth and, as of August 2026, had over 3 million active customers, including approximately 2.7 million VIP members. Looking ahead, Fabletics has set ambitious targets to double its revenue to $2 billion and quadruple its EBITDA within the next five years.

As of September 2026, Fabletics is in a robust expansion phase. The company operates over 135 retail locations globally and plans to open approximately 45 new stores throughout 2026 and 2027, with a significant focus on international markets such as India, the UAE, Colombia, Peru, and Central America. Fabletics also maintains a commitment to sustainability, having been certified CarbonNeutral® since 2021 and incorporating over 50% sustainable and recycled materials in its fabrics. The brand's strategy emphasizes product innovation, disciplined retail growth, strategic global expansion, and leveraging technology and AI for personalization and profitability.