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02/25/2021

Fabletics launches at-home fitness app

Dan Berthiaume
Senior Editor, Technology
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A celebrity-founded activewear retailer continues introducing new omnichannel initiatives during the COVID-19 pandemic.

Fabletics, which was co-founded by actress Kate Hudson as an e-commerce site in 2013 and now operates 50 stores nationwide, is offering a new fitness app called Fabletics FIT. The app provides access to hundreds of digital experiences, including on-demand workouts and meditations. 

The app’s content also includes instructor-led rowing and strength workouts from rowing machine company Hydrow. Fabletics and Hydrow initially partnered in October 2020 with the launch of a dedicated Hydrow experience on Fabletics.com and Hydrow pop-up shops in select Fabletics stores nationwide.

Incorporating the Fabletics shopping experience, Fabletics FIT offers incentives such as apparel discounts in exchange for meeting fitness challenges. The app also features seamless music integration through a partnership with Spotify which allows users to connect and play their own curated playlists while working out, with music layered in with instructor voices during classes.

The new app is part of a series of initiatives by Fabletics to develop a 360-degree health and wellness experience for customers. Fabletics says it created the app in response to its feedback from its members (the two million customers that opt in to a monthly purchase program), as well as a global surge in home workouts during COVID-19. 

“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,” said 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.”
 
Access to Fabletics FIT is included in the Fabletics VIP membership as a new perk and offered to non-members for $14.95 per month. The retailer says data from a recent beta period demonstrates high user engagement, with more than 100,000 workouts taken in under one month.