Can New Activewear Brand Fitbox Capitalise On The Subscription Model?

Newly launched activewear brand, Fitbox hopes to penetrate the multi-billion dollar athleisure market by leveraging the subscription model.

The American startup founded by entrepreneur Greg Lowe, who also founded Lowekey Media and Songbooth, will allow its members to sign up for a monthly shipment of two specially designed garments for $59.99 per month, for either one, three or six months.

Fitbox targets consumers who are consistently looking for variety, convenience and accessibility – a combination that has seen UK-based snack subscription brand Graze turnover £50 million in profit and expand on a global scale.

Speaking to Welltodo, Lowe said of the current market: “The subscription model is growing in demand because of the ease of usage for consumers. Sign up and receive your goods each month – it’s simple and creates a sense of anticipation for those who enjoy getting something new.”

Despite the considerable backlash suffered by Fabletics, who customers say make it near impossible to exit from their subscription, Fitbox plans to expand upon the clothing service and become a more responsive one-stop lifestyle destination.

Featuring an app, a digital magazine, curated playlists, workouts and recipes, Lowe says the multi-dimensional platform will target millennials whose busy lives and lack of information, could be holding them back from implementing healthier lifestyle choices.

“Our long-term plans are to bring the service to a global market for individuals who like convenience and quality. We plan to grow our FITLIFE Magazine into a social fitness destination where people can upload content and get suggestions from peers,” said Lowe.

Lowe is no doubt familiar with this strategy, having made a name for himself within the mobile application industry. And it’s this expertise that might help Fitbox succeed where other subscription models have failed.

In a market where fitness-conscious consumers view activewear as part of an all round lifestyle, positioning his products at the core of an interactive and highly shareable platform is a clever strategy – one that more businesses are starting to employ in order to create a loyal brand community.