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.
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.
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.
| 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.
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 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.
From a manufacturing and branding perspective, AYBL’s success offers several lessons:
That’s exactly where FuKi Yoga comes in — helping new yoga and athleisure startups grow like AYBL, with professional production and brand support.
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.
At FuKi Yoga, we help founders just like Reiss and Kris Edgerton turn their ideas into successful global labels.
We provide:
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.