Will Fabletics Be Able To Achieve Its Goal of Doubling Revenue By 2030?

In a comprehensive review of Fabletic’s current fortunes provided by Julia Waldow of Modern Retail, a case was made that the best was still to come for the activewear brand, despite being an established and maturing presence rather than a brash up-and-comer.

“Fabletics currently has more than 3 million active customers. About 90% of them — 2.7 million — are VIP members, up from 2.4 million last year. What’s more, 2025 marked the first time Fabletics hit $1 billion in revenue and expanded into wholesale. The company also achieved 18% year-over-year revenue growth in 2025. Now, it’s on track to open roughly 40 more stores (half in the U.S. and half internationally) in 2026,” Waldow wrote, citing Fabletics president Meera Bhatia.

That loyalty play is arguably quite impressive: It’s not a free loyalty card being hawked by salespersons, but rather a pricey $69.95 monthly proposition that offers those who buy in a slew of rewards — from 20%-50% discounts on products to accumulated member credits which can be redeemed for merchandise valued up to $100. And according to Bhatia, approximately half of shoppers who pass through the doors are signing up.

“About half of our members tell us we’re their favorite brand. We have amazing brand loyalty,” Bhatia said, as the company further indicated that a whopping 95% of its revenue is derived from member spend.

Fabletics Retail Stores Driving Double-Digit Sales Comps

Despite its e-comm operations driving the bulk of its overall sales bottom line, Fabletics isn’t resting on its laurels when it comes to physical stores, either — with these seeing double-digit comparable sales increases. The retailer currently operates stores in 36 states across the U.S., with stores themselves acting as discovery touchpoints for new customers unfamiliar with the brand’s inventory.

“The store is exposing our brand to people who haven’t touched or seen [the merchandise] before,” Bhatia said.

Other info points pulled from the coverage concerning Fabletics:

• Omnichannel matters: With dedicated online shoppers also dipping in-store to experiment and test products in person, the omnichannel approach is foundational for Fabletics. “We see four times in value from an omnichannel shopper, versus a regular one-channel shopper. We have a bit more discovery happening [in stores],” Bhatia said.
• AI is giving the assist in selling VIP memberships: Artificial intelligence tools are offering feedback on sales scripts in real time, training associates on new products and how best to pitch the VIP plan to prospective members. Further, a proprietary tech stack integration allows Fabletics to identify shoppers when they walk through the doors. “We know what they loved online, and our store associates can make recommendations to them,” Bhatia added.
• Discounts, and customer data, tied to VIP membership: While sweetening the deal by offering steep discounts to VIP members alone, rather than broadly on the front-facing shelf tag, the activewear retailer also gains a valuable byproduct in the form of customer data acquisition — what Bhatia termed a “treasure trove of customer data.” With the brand’s quickly expanding physical footprint, this gathering of data will likely only grow.

Fabletics doesn’t appear satisfied to rest easy on the success is has thus far crafted, either. The retailer has a lofty goal: It wants to double revenue and quadruple its EBITDA by 2030.

“We feel like we’re ahead of schedule on that plan. Our product is better than it’s ever been before… We feel really optimistic about what we’re doing, and hopefully, [we’re] just going to keep building on that momentum going into 2026,” Bhatia concluded.