How to Enter the Consumer Goods Market in the 21st Century According to Fabletics

Startups have always found it difficult to enter a market that is dominated by large enterprises. And so when Kate Hudson’s Fabletics emerged in 2013 to face off with Amazon and other e-commerce giants, many people doubted the company. Four years later, the company has over 16 physical stores in America, and it has ventured out to international markets. Since it was founded, Fabletics has grown by over 200% and its revenues this year are expected to be in excess of $235 million. The company reports that it has over one million paying members.

Fashion brands are increasingly becoming membership-based. According to Gregg Throgmartin, the membership model allows the company to customize its services to the specific needs of its member (s). Throgmartin, Fabletics’ President, affirms that Fabletics can offer activewear clothing to its members at a lower cost than its competitors. The company’s president believes that it is easier make customers happy when their identity, and what they want is revealed through membership.

One notable thing about Fabletics is its appetite to open new stores while its counterparts are moving away from the physical store concept. The trend is to close physical stores and operate vibrant online stores. Although Fabletics has an unbeatable online presence, the company believes in the power of physical stores, especially when approached innovatively. Over 90% of products found in any Fabletics’ physical stores have strategically been placed there. The company uses local online data, local member’s preferences, social media demands, store heat-mapping, and sale statistics to inform its stores stocking needs. The result is a physical store with items tailored for the local consumers.

Fabletics uses its physical stores to create beneficial relationships. If a person walks into a Fabletics store and he/she is not a member of Fabletics, the company is willing to enlist them in their membership list. According to the company’s statistics, over 50% of people who walk into a Fabletics store are already members while over 25% of non-members sign up as members.

The rise of Fabletics in the activewear industry is a demonstration that the market is always open for innovative brands. Fabletics is one of the many modern brands that are flexible, data-aware, and risk-positive with an in-depth understanding of the 21st Century consumer.

Fabletics is an activewear company with an interest to promote the athleisure trend. The company’s products are suitable for men and women who value an active lifestyle. To get the right Fabletics’ clothing, one simply needs to take the company’s “Lifestyle Quiz.”

The Managerial Partner for 5AM, Scott Rocklage

Scott Rocklage is an ambitious individual who is known as the person that made 5AM Ventures elevate. He joined the company as a partner, and within a year, he was promoted. In 2004, he became the managing director and is now a seasoned doctor in healthcare management. Scott Rocklage’s experience is vast and has lasted for more than 30 years of pure excellence. He leads a big group of doctors and plans every move in the organization.


As the chairman and CEO of Cubist Pharmaceuticals, he has shown his outstanding leadership. He used to work at Nycomed Salutar at the same level, and he used to occupy the position of Executive Chairperson at Ilypsa while helping Semprus and Miikana.


Scott was at the University of California, Berkeley where he acquired a Bachelor of Science Degree in Chemistry. In MIT, he did Ph.D. in chemistry. He has carried out research that was under Richard R Schrock. He was awarded the Nobel Peace Prize in Chemistry in 2005. He has managed to innovate more than 30 patents in the USA. He has reviewed more than 100 publications. His offices are in Boston.


Whenever he is in an interview, he is frank and full of confidence and gives views of how life is. He talks with people who want to gain momentum in whatever they do like businesspeople and public officers. Scott always looks for new scientific ideas that will help him take his firm and leadership. Learn more:


He is optimistic that the cancer menace will get cure soon. He still enjoys doing research that will result in giving people cure and as a result give people a longer life-span. Scott Rocklage is confident that if every one of us uses their strengths, they will reach their potential. Learn more:


His challenges when he is working are mostly hiring people who become a liability to the company. Some of the technologies around do not apply primarily in life science, so he does not like investing in them. Scott loves the book, “Good is Great.” Which is a classic showing how business should be handled!