Fabletics launched in 2013 with a simple hook. Monthly outfit drops for women, wrapped in a subscription. Founders Adam Goldenberg, Don Ressler, and actress Kate Hudson weren’t just selling leggings. They were offering convenience and consistency at a time when few activewear brands touched membership models.

The brand grew fast. Backed by TechStyle Fashion Group, Fabletics leaned into digital strategy early. It used email drip campaigns, influencer marketing, and behavioral data long before those became standard tools. It started as a women’s brand. In 2020, it added menswear right as the men’s athleisure market picked up speed.

That’s when Kevin Hart joined.

Hart became both a partner and the face of Fabletics Men. His name and image were everywhere. He pushed out product drops, starred in ad campaigns, and co-designed gear that blurred the line between fitness and comedy. The brand gained reach, personality, and a broader audience.

The “VIP Membership” is Fabletics’ core engine. Subscribers get monthly outfit recommendations and discounts in exchange for a recurring fee. They can skip any month. The model appeals to deal hunters, but it has drawn criticism for confusing cancellation terms. Still, it helped drive rapid growth, especially among younger consumers.

Fabletics now runs over 95 physical stores across the U.S. That’s part of a wider strategy to merge online efficiency with in-person experience. Stores double as content studios and community hubs. Product drops stay fresh, and collaborations with celebrities and athletes keep the brand in the conversation.

In 2021, Fabletics announced plans to go public. As of May 2025, that hasn’t happened. But the brand hasn’t slowed down. In 2022, it launched a fitness app called Fabletics FIT, filled with workouts and wellness content. It also expanded its sustainability efforts by using partially recycled materials and cutting packaging waste.

Adam Goldenberg now leads as CEO. Don Ressler is still involved at TechStyle. Kate Hudson has stepped back from daily decisions but remains closely associated with the brand. Fabletics isn’t chasing attention. It’s building consistency.