AYBL Gets Funded by Lewis Morgan, Gymshark Cofounder

The women’s athletic brand reported record profits.

AYBL, a women’s gym wear brand, has received a significant investment from Gymshark cofounder Lewis Morgan. The company, which consists of the women’s fashion line Because of Alice, was launched by two brothers and saw immediate success. 

Morgan will assume the role of executive chairman and will oversee strategy as he works with AYBL founders Reiss and Kristian Edgerton, who are brothers. The duo met Morgan in school and forged a friendship that turned into a lucrative business deal.

AYBL performed well with record profits only three years after launching in 2018. At the time, the cofounders/brothers were working out of a converted warehouse. The fitness apparel line has grown to shipping to over 150 countries, including the US, Canada, Germany, Ireland, and France, and now has 30 employees.

The sportswear brand caters to the under 30 crowd with affordable and quality pieces, which AYBL says wasn’t represented in the market. The company maintains that they develop products that hold its shape, aren’t see-through, and offer comfort during workouts. 

Earlier this year, the Edgerton brothers spoke to The Business Desk about AYBL’s business boom during the pandemic.

“We are really proud of our growth during Covid and are pleased we were able to grow our team at a time when people really needed jobs. We didn’t need the Government’s furlough scheme either, which we will always view as a great achievement in a really tough time for the British and world economy. The last 12 months haven’t been without their challenges, not least hugely increased shipping costs, but we have managed to avoid passing these price hikes onto the consumer. Customer experience is everything to us and the reviews we have secured since launch show we have got that absolutely right,” Kristian Edgerton said.