Spring is in the air, the sun is out, and marathon season is upon us, which is why we’ve used the latest data from Ipsos iris to look at some of the UK’s biggest activewear brands.
In January, Gymshark (478k), Sweaty Betty (467k) and Fabletics (450k) all had similar sized online audiences, but our data shows that Fabletics had the largest exclusive audience proportionally – almost 9 in 10 of their users didn’t visit Gymshark, Sweaty Betty or lululemon.
Our data also shows that users of all four brands share more than just a passion for fitness: their users are all more likely to agree they like to go to trendy places to eat and drink and that they spend a lot of money on cosmetics. But there are differences too, with Sweaty Betty and Lululemon users the most likely to say that they like to be active in their leisure time and that they really look after their health.
These differences in attitudes present interesting opportunities for brands to tailor their marketing strategies.