Fabletics Releases At-Home Digital Fitness App

Need to Know

• Popular athleisure fashion brand Fabletics has released its own digital fitness app.
• Fabletics FIT features hundreds of on-demand workouts.
• The app is free to Fabletics VIP members and available for $14.95 per month to non-members.
• Members can access barre, HIIT, Pilates, and yoga classes, among other types of workouts, and can earn discounts on clothing for hitting fitness goals.

Analysis

As the at-home workout market continues to surge due to COVID-19, apparel retailer Fabletics is entering the game, launching a fitness app, Fabetics FIT, this week.

The app features hundreds of workouts led by popular trainers and health professionals across a number of fitness categories, including yoga, barre, Pilates, HIIT, cardio, recovery, and dance, among other categories. Fabletic FIT is free to subscribers to Fabletics’ VIP Membership program and can be accessed for $14.95 per month by non-members.

The launch of Fabletics FIT comes just months after the brand announced a partnership with home-rowing company Hydrow, with which it will work to develop special classes for the Fabletics FIT app. Fabletics surpassed $500m in annual revenue in 2020, and launched a men’s line, Fabletics Men, with actor Kevin Hart as a spokesperson. The company also opened an additional 11 brick-and-mortar locations in 2020, bringing its total number of storefronts up to 50.

“After a record-breaking year thanks to the growing interest in home-workouts, Fabletics is looking beyond apparel to meet the expectations of our customer base who are exploring new ways to stay fit at home,” commented Adam Goldenberg, co-founder and CEO, Fabletics. “Based on the response from our members to date, we believe a growing presence in health and wellness content will provide Fabletics an exciting opportunity to propel future growth.”

To develop Fabletics FIT, the company solicited feedback from its more than two million VIP members. The app, which also features seamless music integration through a partnership with Spotify, allowing users to play their own playlists while working out, saw more than 10,000 workouts performed during a one-month beta testing period.

Fabletics is just the latest in a series of brands to dip their toes into the home-workout arena. Lululemon, which acquired home fitness device brand Mirror in July; Mirror devices, which are now sold at 18 Lululemon stores in the US, feature on-demand home workouts from Lululemon fitness professionals. In January, Weight Watchers launched D360, which offers online coaching and home workouts alongside its weight-loss program, while Apple launched its own home workout platform, Apple Fitness, in September of last year. Meanwhile, existing fitness platforms such as Strava and Peloton saw their subscriptions spike during the COVID-19 pandemic: Strava is reportedly adding two million users per month, while Peloton’s subscriptions spiked by 137% in 2020.