US-based sportswear giant Fabletics has launched its own, branded fitness offer, as part of a strategy to develop a "360-degree health and wellness experience" for its customers.

Fabletics FIT will feature on-demand workouts, meditations and more, designed to meet the growing demand for immersive, at-home fitness experiences.

Access to Fabletics FIT will be priced at US$14.95 per month – and is also included as part of a Fabletics VIP Membership scheme.

The workout content is created at Fabletics’s in-house studios by Fabletics’s network of instructors and includes a wide range of classes – from barre, cardio, dance, HIIT, meditation, pilates, stretch, toning, yoga and Recovery.

Fabletics is also exploring various fitness content partnerships to continue enhancing the Fabletics FIT experience, beginning with an expanded collaboration with Hydrow, the at-home rowing machine with live and on-demand athlete-led workouts.

According to Adam Goldenberg, co-founder and CEO, Fabletics FIT was created in response to feedback from its 2 million+ VIP member customer base – as well as the global surge in home workouts.

“After a record-breaking year thanks to the growing interest in home-workouts, Fabletics is looking beyond apparel to meet the expectations of our customer base who are exploring new ways to stay fit at home,” Goldenberg said.

“Based on the response from our members to date, we believe a growing presence in health and wellness content will provide Fabletics an exciting opportunity to propel future growth.”

The new initiatives follow a year of record growth for Fabletics, in which the brand surpassed $500m in annual revenue and launched a men’s line, Fabletics Men, together with actor and comedian Kevin Hart.

Betting on the return of retail, the brand continued to reach new customers by opening 11 new brick-and-mortar locations.

The brand now operates 50 retail stores across the US, with further expansion planned for 2021.