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A celebrity-founded activewear retailer continues to roll out new omnichannel initiatives during the COVID-19 pandemic.
Fabletics, which was co-founded as an e-commerce website by actress Kate Hudson in 2013 and now operates 50 stores nationwide, has a new fitness app called Fabletics FIT. The app provides access to hundreds of digital experiences, including on-demand workouts and meditations.
The content of the app also includes rowing and strength training from the rowing machine manufacturer Hydrow. Fabletics and Hydrow partnered in October 2020 initially with the launch of a dedicated hydrow experience on Fabletics.com and Hydrow pop-up shops in select Fabletics stores across the country.
With the Fabletics shopping experience, Fabletics FIT offers incentives such as discounts on clothing in return for addressing fitness issues. The app also features seamless music integration through a partnership with Spotify that allows users to connect and play their own curated playlists while exercising, with teacher voices overlaying music during class.
The new app is part of a series of Fabletics initiatives to develop a 360-degree health and wellness experience for customers. According to Fabletics, the app was created in response to feedback from its members (the two million customers who opt for a monthly purchase program) as well as a global surge in home exercise during COVID-19.
“After a record year of growing interest in home exercise, Fabletics is looking beyond apparel to meet the expectations of our customers looking for new ways to stay fit at home,” said Adam Goldenberg, Co-Founder and CEO, Fabletics. “Based on previous reactions from our members, we believe that a growing presence in health and wellness content will provide Fabletics with an exciting opportunity to drive future growth.”
Access to Fabletics FIT is included as a new perk with Fabletics VIP membership and is offered to non-members for $ 14.95 per month. The retailer says data from a recent beta shows high user engagement, with more than 100,000 workouts completed in less than a month.