TLDR: Athleisure is thriving and competitive, driven by social media and a demand for versatile, high-quality, everyday clothing. Customer acquisition costs and low loyalty make innovation essential in this industry. The ASK BOSCO® Index scores brands on digital performance, with Gymshark ranking first for innovation and community-led growth, and Sweaty Betty close behind with purpose-driven campaigns, AI personalisation, and strong sustainability.
What does the athleisure industry currently look like?
This industry is a fast-growing, and highly competitive market shaped by social media influence, and the shift toward hybrid wardrobes that work for the gym, daily errands, and casual work. The space is dominated by major players like Gymshark, Adanola, TALA, HERA, and Bo+Tee, who continue to win through influencer marketing, frequent product drops, and strong community engagement.
Premium lifestyle brands like Vuori and Sweaty Betty are also gaining ground as consumers increasingly prioritise quality fabrics, comfort, and minimalist aesthetics aligned with the “clean girl” trend. Demand continues to rise, but brands face challenges including high customer acquisition costs, crowded advertising channels, influencer fatigue, and pressure to innovate on materials and fit. Consumers are buying fewer but better pieces, brand loyalty is low, and TikTok plays a major role in discovery, pushing brands to adapt quickly. Looking ahead, the category is moving toward AI-driven personalisation, ‘small-batch drops,’ sustainable fabrics, and more physical retail presence from DTC brands as they seek further growth.
What is the ASK BOSCO® Index?
The ASK BOSCO® Index is a scoring system within the ASK BOSCO® Competitor Benchmarking tool. It enables you measure your online performance against your closest competitors within your sector. Think of it as a digital marketing credit score, built by marketers to highlight the metrics that matter most.
How is the ASK BOSCO® Index measured?
Your brand and your competitors are scored across four key areas: Paid Search, SEO, Other Digital Marketing, and Website Health. You’ll receive one combined figure – your Overall ASK BOSCO® Index Score – alongside individual scores for each category.
The platform analyses these results to reveal insights and identify opportunities to grow your market share.
How to interpret your ASK BOSCO® score:
- 400 – 600: Strong performance relative to competitors
- 600+: Outstanding performance
- Below 400: Improvement opportunities and strategic gaps to address
Who’s topped the ASK BOSCO® league table?
Gymshark comes out on top
Heading into the new year, Gymshark has shifted from peak-season discount activity to longer-term brand and business growth initiatives. They launched an Innovation Lab to explore sustainable materials, improved sizing, and supply-chain technologies, signalling a focus on future-proofing operations and product development. Their marketing strategy remains firmly social-first, continuing to rely on influencers, community engagement, and consistent fitness-lifestyle content to maintain brand affinity. At the same time, Gymshark is expanding its offline presence, including plans for a New York flagship store, reinforcing its move from pure ecommerce to experiential retail. Overall, the brand is entering the year with an emphasis on innovation, community, and global expansion rather than short-term promotional activity.
Sweaty Betty coming in close second
Heading into the new year, Sweaty Betty has focused on purpose-led, inclusive brand building supported by bold, values-driven campaigns and smarter retail innovation. Their recent global campaign #DontSweatIt and the body-positive Wear the Damn Shorts initiative emphasise real women, real bodies and fitness without judgment, while the Ultimate Studio campaign reframes movement as something that fits naturally into everyday life. Alongside this, the brand is investing heavily in AI-powered personalisation, using data to optimise marketing, customer experience and even in-store merchandising. Sustainability also remains central, with recycling and circularity programmes continuing to expand. Overall, Sweaty Betty’s marketing going into the new year is rooted in authenticity, empowerment and community, supported by technology and purpose rather than promotional-heavy tactics.
