Rhone CEO Says Brand Is Doubling Down On In-Person Shopping, Events

Nate Checketts noted that brick-and-mortar is the activewear brand’s fastest-growing channel, while its also investing in IRL experiences for consumers

Rhone CEO and co-founder Nate Checketts knows that his brand’s success hasn’t come from embracing the athleisure trend, but rather carving out a new space in the market.

“I don’t like the term athleisure because the way it was originally coined in the media world is product .. looks active but you don’t actually work out,” he told Athletech News founder and CEO Edward Hertzman during a one-on-one fireside chat at the ATN Innovation Summit. “I hate that. Why would you make something just to look like I want to pretend like I’m exercising?”

That is a direct challenge to other top athleisure brands like Lululemon, which Checketts observed while building Rhone. He wanted to not only create products that were adaptable to various contexts, but that on a moment’s notice, could seamlessly transition into a workout.

“We make product that you can wear and looks professional — and you know that you can still run a marathon in it,” he added.

Checketts revealed that Rhone is looking to double its size, bolstered by its recent expansion into women’s clothing in 2024 after catering to a loyal male customer base for a decade.

An integral part of that growth push has been leaning into in-person shopping and events, Checketts explained.

Even amid a world of convenience and instant gratification — as consumers shop for everything from food and clothing to at-home workout equipment and furniture from the comfort of their couches — Rhone is leaning into the in-person shopping experience, he said.

“Brick-and-mortar is our fastest growing channel,” Checketts said. “I believe in in-person everything right now.”

The brand is hosting 250 in-person events across its 22 stores throughout the U.S. this year in an aim to bring the brand to life and activate directly with consumers, which Checketts believes will help Rhone fulfill its original purpose: the intersection between mental and physical health.

When Checketts first founded Rhone, he was looking to address a gap in the market for a brand that welcomed men the way Lululemon did for women, centering wellness in a way that hasn’t traditionally appeared in more masculine brands.

That has included Rhone’s “12 Pursuits” program, where each month the brand focuses on a theme, like sleep, service or social connection, and its Mind & Muscle events that incorporate a group therapy-style conversation into a workout session.

While Checketts admitted he’s nervous about a volatile industry hit hard by tariffs and economic uncertainty, he still believes in the resiliency of Rhone and its consumers.

“They’re not changing the brand they’re going to wear if they believe in the quality,” he said.