If you follow women’s activewear brands like Gymshark or Alphalete, you’ve probably come across AYBL — known for its affordable, sleek, and supportive gymwear.
As someone who works in the yoga and fitness apparel industry, I’ve researched how AYBL grew so fast and who’s behind the brand.
Table of Contents
- Quick Answer
- Who Founded AYBL
- Meet the Owners: Reiss and Kris Edgerton
- How AYBL Started and Grew
- AYBL’s Brand Strategy and Market Position
- AYBL vs Other Popular Fitness Brands
- What New Brands Can Learn from AYBL
- FAQs
- How FuKi Yoga Supports Brand Founders Like AYBL
Quick Answer
AYBL is a UK-based activewear brand owned by brothers Reiss and Kris Edgerton.
They founded the company in 2018 in Bromsgrove, England.
AYBL remains privately owned and has quickly become one of Europe’s fastest-growing women’s fitness apparel labels.
Who Founded AYBL
AYBL was founded by Reiss Edgerton (who previously co-founded Gymshark) and his brother Kris Edgerton.
Their goal was simple: to create high-quality, affordable activewear that empowers women to feel confident in and out of the gym.
Unlike mass-market brands, AYBL started as a direct-to-consumer eCommerce brand, selling globally from its UK headquarters.
Meet the Owners: Reiss and Kris Edgerton
| Name | Role | Background |
|---|---|---|
| Reiss Edgerton | Co-founder & CEO | Previously involved with Gymshark’s early growth before launching AYBL |
| Kris Edgerton | Co-founder & COO | Business operations, logistics, and scaling strategy expert |
Together, the brothers used their fitness community experience to position AYBL as a confident, minimalist, and female-focused brand.
How AYBL Started and Grew
- Founded in 2018, launched online only
- Focused on seamless leggings and sports bras inspired by Lululemon and Gymshark
- Gained traction through Instagram influencers and real-customer testimonials
- Expanded into over 150 countries by 2023
The Edgerton brothers emphasized product quality and fit, proving that you don’t need celebrity endorsements to build trust — just authentic reviews and great fabrics.
AYBL’s Brand Strategy and Market Position
AYBL sits comfortably between luxury and budget brands — offering premium looks without premium prices.
| Category | AYBL | Gymshark | Lululemon |
|---|---|---|---|
| Founded | 2018 (UK) | 2012 (UK) | 1998 (Canada) |
| Price Range | £30–£60 | £40–£80 | £80–£120 |
| Target Audience | Women 18–35 | Unisex 18–30 | Women 25–40 |
| Design Focus | Minimalist, sleek, everyday fit | Performance gymwear | Luxury yoga & athleisure |
This balance helped AYBL capture a massive Gen Z and millennial audience seeking functional yet stylish workout wear.
What New Brands Can Learn from AYBL
From a manufacturing and branding perspective, AYBL’s success offers several lessons:
- Build around community trust, not just advertising.
- Focus on fit and fabric testing — a seamless product can define your brand.
- Start with direct-to-consumer (DTC) to control pricing and feedback.
- Collaborate with influencers who genuinely love your products.
- Use scalable OEM partners to maintain consistent quality while growing globally.
That’s exactly where FuKi Yoga comes in — helping new yoga and athleisure startups grow like AYBL, with professional production and brand support.
FAQs
Q1: Who owns AYBL now?
AYBL is still owned by Reiss and Kris Edgerton. It has not been acquired by any large group.
Q2: Is AYBL related to Gymshark?
Yes, Reiss Edgerton was an early collaborator with Gymshark before founding AYBL. Both brands share similar UK roots but operate independently.
Q3: Where is AYBL based?
AYBL’s headquarters is located in Bromsgrove, England, and the company ships worldwide.
Q4: Is AYBL considered an affordable brand?
Yes. AYBL’s pricing is mid-range, offering quality similar to premium brands at a more accessible cost.
How FuKi Yoga Supports Brand Founders Like AYBL
At FuKi Yoga, we help founders just like Reiss and Kris Edgerton turn their ideas into successful global labels.
We provide:
- OEM/ODM yoga and gymwear manufacturing
- Seamless and sustainable fabric development
- Private labeling and packaging customization
- Low MOQ production for startup-friendly scaling
- Global shipping and logistics support
If you dream of launching your own AYBL-style activewear brand, FuKi Yoga can help you bring it to life — combining quality, branding, and performance into one powerful package.
