If you're looking for high-quality activewear that combines style, comfort, and performance, look no further than Fabletics. It has quickly become one of the leading activewear brands, offering a wide range of stylish and functional clothing for women and men. 

In this blog, we'll take a closer look at Fabletics. We'll go deep on what made this brand a huge success.

Ready? Let’s dive right into it.

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What is Fabletics?

Fabletics is a women's activewear brand that was co-founded in 2013.

The brand operates as a subscription service, where members receive personalized monthly outfits based on their fitness preferences and style. Customers take a quiz to determine their workout style, size, and color preferences. Then Fabletics creates a selection of outfits tailored to their tastes.

The brand offers a wide range of activewear, including leggings, sports bras, tank tops, and jackets. They offer many styles featuring trendy patterns and designs. They also emphasizes sustainability, using recycled fabrics in many of its products and minimizing waste in its manufacturing process. (There is much discussion on this topic with this brand and many others.)

It also has several physical retail stores where customers can shop in person. The brand has expanded over the years to include men's activewear (under the brand name FL2). Plus it has a line of inclusive sizing called Fabletics Plus.

Who is the founder of Fabletics?

You would think this would be a straightforward question. Oddly, some lists of the co-founders include different combinations of: Adam Goldenberg, Ginger Ressler, Don Ressler, and Kate Hudson. The site itself lists the first three as co-founders on its Home page. But there’s another page that also includes Kate Hudson in that list. Also, Crunchbase mentions yet a different list - one that includes Jack McCue.

Goldenberg and Ressler were co-founders of the e-commerce company JustFab. They brought their experience in online retail and subscription-based business models to Fabletics. Together, the three co-founders launched the brand in 2013. The brand has since grown into a successful activewear company with a loyal following.

Kate Hudson, who is best known for her roles in films such as Almost Famous and How to Lose a Guy in 10 Days, is a fitness enthusiast and fashion lover. She saw an opportunity to create a high-quality, stylish activewear brand that was also affordable and accessible to women of all shapes and sizes. 

What is Fabletics' origin story?

The idea for the company came about when the founders noticed a gap in the market for high-quality, stylish activewear that was also affordable and accessible to women of all sizes.

Hudson, who was a fitness enthusiast and a frequent wearer of activewear, believed that many women were frustrated with the limited options available to them. She wanted to create a brand that would offer trendy and comfortable activewear, while also promoting a healthy and active lifestyle.

Together with Goldenberg and the Resslers, Hudson set out to create a subscription-based activewear brand. It would deliver personalized outfits to customers each month. The idea was to make it easy for women to discover new styles and find the perfect pieces for their workout routines.

Fabletics launched its website in 2013, and the brand quickly gained a following. 

The company expanded rapidly, opening physical retail stores across the United States, Canada, and Europe. Today, the brand is known for its stylish and affordable activewear, as well as its commitment to sustainability and inclusivity.

How was this startup funded?

Fabletics was initially funded by its co-founders.. They invested their own money into the company to get it off the ground.

After launching in 2013, the company received additional funding from several sources including Marcy Venture Partners. Plus TechStyle, its parent company, raised $446M in venture capital for this and other brands in 2017. TechStyle also owns JustFab and ShoeDazzle.

This funding allowed Fabletics to expand rapidly, both in terms of its product offerings and its physical retail presence. The company was able to invest in new technology to improve the customer experience. It opened new retail stores across the United States, Canada, and Europe.

In 2021, it looked as if the company planned to go public with an initial public offering (IPO) that could raise its valuation to more than $5 billion.

How did Fabletics grow?

Fabletics has grown in several ways since its launch in 2013. Here are some of the key factors that have contributed to the brand's success:

  1. Subscription-based model: The subscription-based model has been a major driver of the company's growth. By offering personalized monthly outfits to customers, Fabletics has been able to build a loyal customer base and generate recurring revenue.
  2. Expansion into retail: In addition to its online subscription service, the brand has also expanded into physical retail. The company now has more than 50 retail stores across the United States, Canada, and Europe. This has allowed Fabletics to reach new customers and provide an in-person experience for shoppers.
  3. Inclusivity: The company has made inclusivity a core part of its brand identity. The company offers a wide range of sizes, from XXS to 4X. It has launched a line of inclusive sizing called Fabletics Plus. This has helped Fabletics appeal to a broader audience and foster a more inclusive community.
  4. Celebrity endorsement: As a co-founder of the company, Kate Hudson has been a key spokesperson for the brand. Her celebrity status has helped to raise awareness of the brand and attract new customers.
  5. Quality and affordability: Fabletics offers high-quality activewear at affordable prices. The company uses innovative fabrics and construction techniques to create stylish and comfortable activewear that is accessible to a wide range of customers.

These factors, combined with effective marketing and branding strategies, have helped this company grow into a successful activewear brand with a loyal following.

What is Fabletics worth?

Fabletics remains privately owned, but “floated a reputed valuation of of $5 billion” and has more than 2 million VIP members.

What lessons can entrepreneurs learn from Fabletics?

Entrepreneurs can learn several valuable lessons from Fabletics' success. Here are a few key takeaways:

  1. Identify a gap in the market: The founders identified a gap in the activewear market for high-quality, stylish activewear that was also affordable and accessible to women of all sizes. By identifying this gap and creating a brand that addressed it, Fabletics was able to stand out in a crowded market.
  2. Embrace innovation: The company used innovative technology and manufacturing techniques to create high-quality activewear at affordable prices. Entrepreneurs can learn from this example by embracing new technology and exploring new ways of doing things in their own businesses.
  3. Focus on customer experience: Their subscription-based model is focused on providing a personalized and convenient experience for customers. By prioritizing the customer experience, the brand has been able to build a loyal customer base and generate recurring revenue. Entrepreneurs can learn from this by focusing on providing a high-quality experience for their own customers.
  4. Expand strategically: This company has expanded both online and offline but has done so strategically. The company has opened physical retail stores in locations where it has a strong customer base. It has invested in technology to improve the online shopping experience. Entrepreneurs can learn from this by thinking strategically about how to expand their businesses.
  5. Build a strong brand: This company has built a strong brand identity around inclusivity, quality, and affordability. By creating a strong brand, Fabletics has been able to differentiate itself from competitors and build a loyal following. Entrepreneurs can learn from this by focusing on building a strong brand that resonates with customers.


What type of activewear does Fabletics have?

The brand offers a wide range of activewear for women, including tops, bottoms, sports bras, jackets, and accessories. 

The brand's activewear is designed to be stylish, comfortable, and functional, with features like moisture-wicking fabrics, four-way stretch, and chafe-free seams. It also offers a range of inclusive sizes, from XXS to 4X, to ensure that all women can find activewear that fits and flatters their bodies.

Fabletics' activewear is organized into collections that are released on a regular basis. Each collection features a variety of styles, colors, and patterns, and is designed to be mixed and matched to create a personalized workout wardrobe. The brand also offers a flexible membership program that allows customers to shop for activewear at a discount, with the option to skip months or cancel at any time.

What are the benefits of becoming a Fabletics VIP Member?

Becoming a Fabletics VIP member comes with several benefits, including:

  1. Exclusive discounts
  2. Personalized outfit recommendations
  3. Easy shopping experience
  4. Early access to new collections
  5. Rewards Program

How do I know what size to order from Fabletics?

Fabletics offers a wide range of sizes, including XXS-4X, to ensure that every customer can find activewear that fits and flatters their body. To determine your size, you can use Fabletics' size chart, which provides measurements for each size based on bust, waist, and hip measurements.

To find your size, take your measurements using a tape measure and compare them to the size chart. If you're in between sizes, Fabletics recommends sizing up for a more comfortable fit. Additionally, Fabletics offers a "True to Size" guarantee, which means that if you receive an item that doesn't fit, you can exchange it for the correct size free of charge.

If you're still unsure about what size to order, you can contact Fabletics' customer service team for assistance. They can provide personalized recommendations based on your measurements and style preferences. Additionally, many Fabletics customers leave reviews of the products they've purchased, which can provide helpful insight into the fit and sizing of each item.

Does Fabletics offer discounts to members?

Yes, Fabletics offers discounts to its VIP members. 

When you sign up for a Fabletics VIP membership, you'll receive exclusive discounts on activewear, with savings of up to 50% off retail prices. VIP members receive free shipping on orders over a certain amount and earn points for every purchase they make, which can be redeemed for free activewear and other rewards.

Fabletics also offers special discounts and promotions to its VIP members throughout the year. For example, members may receive a discount on their first purchase, or be offered a special sale on certain styles or collections. These discounts and promotions are communicated to members via email and in their online accounts.

What is the return policy for Fabletics?

Fabletics offers a flexible return policy for its customers. If you're not satisfied with your purchase for any reason, you can return it within 45 days of receipt for a refund or exchange.

To initiate a return, simply log into your Fabletics account and follow the prompts to select the item(s) you wish to return. You'll be asked to provide a reason for the return, and then you'll be provided with a prepaid return label to ship the item(s) back to Fabletics. Once your return is received and processed, you'll receive a refund to your original method of payment or a credit for an exchange.

It's important to note that returned items must be in their original condition, with tags still attached and no signs of wear or damage. Items that are not in their original condition may not be eligible for a refund or exchange. 

Does Fabletics offer any additional services or products?

Yes, Fabletics offers several additional services and products to complement its activewear collections. Some of these include:

  1. Fabletics FIT: Fabletics FIT is a fitness app that provides personalized workout plans, nutrition guidance, and other health and wellness resources. The app is available for download on the App Store and Google Play.
  2. Fabletics Men: Fabletics offers a men's activewear collection, with a range of tops, bottoms, and accessories designed for the active man.
  3. Fabletics Accessories: Fabletics offers a variety of accessories to complement its activewear, including bags, hats, socks, and water bottles.
  4. Fabletics Rewards: Fabletics Rewards is a loyalty program that allows members to earn points for purchases, reviews, and referrals. These points can be redeemed for free activewear, exclusive discounts, and other rewards.
  5. Fabletics Gift Cards: Fabletics offers gift cards that can be purchased online or in-store. These make a great gift for the fitness enthusiast in your life.

Does Fabletics have a loyalty program?

Yes, Fabletics offers a loyalty program called Fabletics BeneFits Rewards. This program is designed to reward customers for their loyalty and purchases with exclusive benefits and perks.

As a member of Fabletics BeneFits Rewards, you'll earn points for every purchase you make, as well as for leaving product reviews and referring friends to the program. These points can be redeemed for free activewear, exclusive discounts, and other rewards.

What type of materials does Fabletics use in their clothing?

Fabletics uses a variety of high-quality materials in its activewear clothing, each chosen for its specific performance and comfort benefits. 

Some of the materials commonly used in Fabletics clothing include:

  1. Polyester
  2. Nylon
  3. Spandex
  4. Cotton
  5. Mesh


Fabletics’ success is a testament to the power of identifying a gap in the market and creating a solution that resonates with consumers. The brand's innovative subscription-based model, commitment to inclusivity, and strategic expansion both online and offline demonstrate the potential of a customer-centric approach in building a successful business. 

Fabletics' journey serves as an inspiration for entrepreneurs, showing that with a strong brand identity, quality products, and a focus on customer experience, it's possible to stand out in a crowded market and build a loyal customer base.

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