Fabletics introduced its Fabletics Fit app, which has hundreds of on-demand workouts, meditations and other content, the company announced Thursday. Fabletics VIP members can access the app as part of the program, but nonmembers must pay $14.95 per month.
The app offers apparel discounts in exchange for achieving fitness goals and also integrates playlists with Spotify. The activewear brand has also partnered with Hydrow, the company behind the at-home rowing machine, with live and on-demand workouts.
Fabletics has opened 11 new brick-and-mortar stores and plans to open more this year. The company now runs 50 retail locations across the U.S., per the press release.
Fabletics' decision to open more physical stores comes after the brand surpassed $500 million in annual revenue and launched its men's line. Meanwhile, the collaboration between Fabletics and Hydrow allows the activewear brand to offer members-only prices on Hydrow machines and subscriptions, apparel and accessories, and fitness content, the company said.
Fabletics sees extending beyond its original product offerings as a pathway toward future expansion. "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," Adam Goldenberg, co-founder and CEO of Fabletics, said in a statement. "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."
As the COVID-19 pandemic forces consumers to work out from home, other athletic apparel brands have also experienced a windfall. Nike saw a 150% jump in demand thanks to its mobile app, and Target's activewear brand brought in $1 billion within its first year of launching. Following the success of other fitness apparel brands, L.L. Bean debuted its own athleisure line last month.