AYBL
AYBL Group · United Kingdom
AYBL is a British gymwear brand founded in 2018 by brothers Reiss and Kristian Edgerton and based in Redditch. It sells activewear for women and men, from leggings and sports bras to hoodies and running gear.
| Founded | 2018 |
|---|---|
| Founders | Reiss and Kristian Edgerton |
| Headquarters | Redditch, UK |
| Executive chairman | Lewis Morgan (from 2021) |
| Website | aybl.com |
What is AYBL?
AYBL is a UK activewear brand founded in 2018 by brothers Reiss and Kristian Edgerton. The business is based in Redditch, where it opened a new headquarters and European warehouse, and operates through the company RK Brands.
History
The brand grew quickly as a direct-to-consumer gymwear label. In 2021 Gymshark co-founder Lewis Morgan joined as executive chairman to support international expansion. AYBL topped The Sunday Times list of the 100 fastest-growing private businesses in 2022 and acquired the womenswear start-up Because of Alice.
Products and positioning
AYBL began with women's leggings and sports bras and now covers a broad range for both women and men:
- Leggings, shorts and sports bras
- T-shirts, tanks, hoodies and joggers
- Knitwear, outerwear and base layers
- Run, Golf and Sports lines, plus accessories
Distribution
Sales run mainly through the brand's own website and app, with international demand driving plans for overseas markets.
Why it matters
AYBL is one of the clearest examples of the UK's social-media-led gymwear sector, following a path similar to Gymshark in building a global audience online from the West Midlands.
Frequently asked questions
Who founded AYBL?
AYBL was founded in 2018 by brothers Reiss and Kristian Edgerton.
Where is AYBL based?
AYBL is based in Redditch in the English West Midlands.