Page 17 - #203 November 2025

INTERVIEW

From Activewear to Everywhere

From digital disruptor to global omni-channel powerhouse, Fabletics has
redefined the active lifewear landscape. RLI spent some time with Meera Bhatia,
President and COO of Fabletics, to discuss the brand’s evolution from clicks to
bricks, its strategic global expansion and the future of active lifewear.
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Beginning life as a digital-first brand, Fabletics has since resent the spirit of our company,” says Meera Bhatia, President
become one of the most successful examples of a business and COO of Fabletics. “On the service side, we have defined a
expanding into physical retail. Leveraging data-driven insights, clear signature experience that we call “Moments” that guides
community engagement and an innovative membership model, how we engage the customer. Culture energises teams, service
they continue to blend fashion, fitness and technology as it differentiates the brand and everything else - technology, oper-
expands its global retail footprint. ations, merchandising - amplifies those two pillars.”
The move into bricks-and-mortar arose because they wanted to The business has invested in a proprietary technology stack
create an opportunity for customers to see, touch and experience that they believe is a competitive advantage. They process over
Fabletics products. Their retail stores have become a central pillar 70 billion data points daily to deliver a personalised shopping
of growth for the business - they first tested six locations back in experience and that intelligence also drives their in-store POS
2016 and have since scaled to more than 100 stores. application. Store associates can access a member’s purchase
They recently opened their first few locations in Mexico and are history, wish lists and see personalised recommendations.
exploring further growth across Central America, South America, Once a customer enters the fitting room, they are greeted
Europe, Australia and the Middle East over the next few years. by in-room iPads they can use to request different styles or
“In scaling so rapidly, we have learnt that culture and service are sizes. That system then feeds that information back to their
anchors to a great retail experience. We incorporate our culture online experience, delivering a true omni-channel integrated
into hiring, training and daily rituals, so our team members rep- shopping experience.
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A unique differentiator for the brand Left Page, 2 & 3. ance allows us to localise effectively and connecting with their customers.
in the fitness and athleisure space Northpark, Dallas, without losing what makes Fabletics “We invite them to our corporate
has been their membership program, Texas, US unique,” Bhatia explains. offices in Los Angeles to hold “Meet the
4. Arrowhead
which helps drive a more customised Town Center, Another cornerstone of the brand Member” events with our staff. At these
experience in-store. Associates can Glendale, Arizona, is that of sustainability, which drives events, we give members sneak peeks
access the customer’s VIP member- US them to constantly innovate, with over at new designs and styles and in turn,
ship profile and use the information 5. Westfield 50 per cent of their fabrics crafted from they give us their feedback and share
UTC, San Diego,
to inform their in-store recommenda- California, US sustainable or recycled materials. They insights into what they are looking for
tions. Conversely, when a non-member are proud to have been a certified Scope from Fabletics. As 80 per cent of our
shops in-store and experiences their 1 & 2 CarbonNeutral® company in revenue comes from repeat shoppers,
fit and fabric in person, 80 per cent of accordance with The CarbonNeutral® we are confident that what we are doing
them decide to join the membership Protocol since 2021 - this certification is resonating with our customer base.”
program, highlighting the incredible covers their offices, fulfilment centres As she looks to the future, Bhatia
value it offers. and retail stores. Beyond their stores, comments that their vision is to be the
“Our membership model remains they have also partnered with ThredUp most innovative and customer-centric
a cornerstone of our brand and to help Fabletics shoppers recirculate active lifewear company on the planet,
continues to deliver great value for their gently used clothes. known for delivering fashion function
customers, but we also recognise that In an increasingly competitive ath- and fit at incredible value.
consumer expectations can vary by leisure market, Bhatia feels they stand “We are going to drive digital and
market. That is why we are leaning out by always focusing on product. physical retail to be integrated expe-
into more flexible approaches outside They are looking to continue inno - riences that complement each other.
the membership model internation- vating their proprietary fabrics and Technology will allow us to know our
ally, so we can meet customers where obsess about quality and fit to deliver members better than ever, while phys-
they are while still showcasing the luxury activewear at an accessible ical spaces will deepen our connection
strength of membership for those who price. She continues by saying they with them and our community,” she
want deeper engagement. This bal - pride themselves on actually talking concludes.

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