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Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Kate Hudson helped grow Fabletics by pairing fashion-led activewear with a VIP membership model, then using customer insight to shape products and store locations. The company expanded from online sales into physical retail, and now reports about $1 billion in annual net revenue. Membership was one part of that growth—not the only one.
How did Fabletics begin?
Fabletics says its vision began in 2013: combine fashion with activewear. The company describes its proposition as performance-oriented clothing with proprietary fabrics, bold colors and prints, and accessible pricing. That gave the brand a position between technical workout gear and everyday fashion. (Fabletics’ About Us page)
The offer later broadened beyond conventional gym wear to lifestyle apparel, scrubs, and Yitty, its intimates, lounge, and shapewear brand. The expansion meant Fabletics could serve customers across more activities and product needs while keeping apparel at the center of its business.
How did VIP membership support growth?
Fabletics made membership a central part of its customer relationship. In a 2017 interview, co-founder Kate Hudson described the model as a way to learn what customers wanted and build loyalty: “What the membership model allows us to do is really understand our customer and create brand loyalty, which is what we are finding it has created.” (Fast Company, October 26, 2017)
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The approach was more than a discount mechanism. The 2017 account described Fabletics collecting preference information before purchase and observing shopping behavior over time. Hudson said the company could learn what shoppers brought into fitting rooms and what they left behind. That kind of feedback can help a retailer decide which styles and products to develop, though the interview’s description is a historical company account, not independent proof of the effect on sales.
Membership also offered a recurring connection with shoppers rather than relying only on one-off transactions. In a 2026 interview, CEO Adam Goldenberg said about 95% of Fabletics’ revenue came from members, and nearly half of its VIP members had been with the brand for more than two years. Those are company-reported figures, not independently audited metrics in the interview. (American Image Awards, “2026 Company of the Year: Fabletics”)
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How did Fabletics use customer insight?
Fabletics’ historical account connects membership data to both merchandising and retail decisions. In 2017, Hudson said the company used knowledge of customer preferences and in-store behavior to inform product choices. She also said it considered where customers lived when deciding where to place stores. The logic is straightforward: purchase and browsing patterns can help a retailer assess what to offer and where demand may be concentrated. The available interview documents the company’s stated approach, not a measured causal link between data and growth.
The company says member feedback continues to influence product development. Goldenberg told the American Image Awards that feedback gathered through events, surveys, and focus groups contributed to the development of Fabletics’ scrubs business. The example shows how a brand built around activewear could extend into an adjacent apparel category by listening to customer requests.
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How did Fabletics move from online sales to stores?
Fabletics began as an online business, but its membership proposition was designed to work in physical retail too. A 2018 company announcement said members could use their benefits online and in stores, while nonmembers could shop at standard retail prices or join. At that point, the company reported 24 U.S. stores and more than $300 million in annual revenue. Those are 2018 company-announcement figures, not current totals. (TechStyle Fashion Group, July 10, 2018)
Physical stores gave the brand another way to introduce products, serve members, and collect feedback from shoppers in person. That mattered to a business whose leadership described fitting-room behavior and customer geography as useful inputs. Online and store operations therefore complemented each other: membership connected the channels, while each channel offered different ways to reach customers and understand their preferences.
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What is Fabletics’ scale today?
In a 2026 interview, CEO Adam Goldenberg said Fabletics generated approximately $1 billion in net revenue in 2025, had 120 stores globally, and served more than 3 million active customers. These are company-reported figures as presented in the interview, rather than independently audited figures established here. (American Image Awards, “2026 Company of the Year: Fabletics”)
The same interview described the company’s next priorities as product innovation, technology, disciplined retail growth, and international expansion. Goldenberg said Fabletics uses AI across product, visual merchandising, and store operations, and that membership data supports more personalized marketing. The company announcement dated August 12, 2026, separately said it planned to open about 20 international stores over the following 12 months, add 25 U.S. stores, and expand into markets including India, the UAE, Colombia, Peru, and Central America. These are announced plans, not confirmation that the openings have occurred. The announcement said 2025 net revenue exceeded $1 billion, while the interview described it as approximately $1 billion. (Fabletics, LLC, August 12, 2026)
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What explains Fabletics’ growth?
- A distinct product position: fashion-led activewear at an accessible price gave customers a reason to consider the brand.
- A membership relationship: VIP membership linked customer loyalty with ongoing insight into shopping preferences.
- Data-informed decisions: Fabletics’ leaders say they used customer behavior and location to guide merchandising and store placement.
- Channel expansion: the company carried its membership model from online shopping into physical stores.
- Broader reach: product extensions and international retail plans show how it is seeking growth beyond its original activewear offer and U.S. online base.
The evidence supports membership as a strategic mechanism within a larger growth story. It does not establish membership as the sole cause of Fabletics’ performance; product positioning and the move into stores were also central parts of the company’s expansion.
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