Dive Brief:

• 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.

Dive Insight:

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.