Fabletics’ AI-Powered CRM Strategy with Iterable Delivers 2.5x Higher Customer Value

EL SEGUNDO, Calif. & SAN FRANCISCO--(BUSINESS WIRE)--Fabletics, the world’s most fashionable, high-performance active and lifestyle wear brand, has partnered with Iterable, an AI-powered communication platform, to elevate its customer engagement strategy. By integrating Iterable’s AI-powered automation into its customer relationship management (CRM) approach, Fabletics has enhanced personalization, optimized messaging, and streamlined communication across multiple channels, enabling the brand to break down traditional silos and put customers at the center of every interaction.

“The future of lifecycle marketing lies in understanding consumers’ needs and engaging with them in meaningful ways, especially in today’s mobile-first world. Iterable has been an invaluable partner in helping us achieve this,” said Adrian Rohr, VP of CRM at Fabletics. “Our collaboration with Iterable has enabled us to adopt a message-first approach, optimizing the shopping experience for mobile and beyond while strengthening our connection with our audience—ultimately driving higher engagement and better results.”

Breaking Down Silos for True Omnichannel Success

Since first partnering with Iterable in 2023, Fabletics has consolidated its CRM tools into a unified AI-powered platform, eliminating disconnected tools and cumbersome manual processes. This integration has enabled the brand to seamlessly coordinate campaigns across email, SMS, push notifications, and in-app messaging—delivering real-time personalization at scale with Iterable’s AI Suite.

The impact of this integrated approach is clear: Fabletics' data shows that customers with two or more marketing opt-ins are 2.5 times more valuable than those with none, proving the power of its cross-channel, AI-driven engagement. The results demonstrate that Fabletics has not only improved execution speed and efficiency but also strengthened customer relationships. This integration has enabled the brand to seamlessly coordinate campaigns across email, SMS, push notifications, and in-app messaging—delivering real-time personalization at scale with Iterable’s AI Suite.

Capitalizing on Key Marketing Trends Reshaping the Industry

Since partnering with Iterable, Fabletics has transformed its CRM approach and positioned itself at the forefront of key trends shaping the retail industry:

• Rise of SMS and Push Notifications: As email inbox placement becomes more competitive, SMS and push notifications are emerging as high-impact communication channels. Fabletics leverages AI-driven channel optimization to enhance direct-to-consumer engagement while maintaining a seamless, multi-channel experience.
• AI-Driven Decision Making: With consumer expectations for personalization at an all-time high, Fabletics uses AI to analyze purchase history, browsing behavior, and engagement patterns. This data informs optimal send times and channel selection, increasing relevance and conversion rates.
• Strategic Message Suppression: To prevent over-messaging and subscriber fatigue, Fabletics employs AI-powered suppression strategies. By automatically pausing promotional messages for recent purchasers, the brand maintains engagement while reducing opt-outs and improving customer retention.
• Centralized Customer Data: A key factor in AI success is data unification. By consolidating all CRM touchpoints within Iterable, Fabletics has created a 360-degree customer view, enabling smarter decision-making and more effective omnichannel execution.

Future Innovations

Fabletics plans to expand its AI-powered marketing strategy with additional Iterable features, including Frequency Optimization, Predictive Goals, and Brand Affinity Insights. These innovations will further enhance their ability to deliver relevant content to customers while optimizing marketing resources.

“We're just scratching the surface of what's possible with Iterable,” Rohr said. “As AI technology continues to evolve, we'll be able to create even more personalized, relevant experiences for our customers across all touchpoints.”

The company's success with this approach has positioned it as a leader not only in activewear but also in the implementation of cutting-edge marketing technology.

Join Fabletics at Iterable’s Activate Summit

See how Fabletics transformed its CRM strategy with AI-powered automation and true omnichannel engagement. Join Adrian Rohr, VP of CRM at Fabletics, at Iterable’s Activate Summit (April 1-3, 2025) for an exclusive look at how the brand moved from a manual, time-intensive CRM strategy to a streamlined, AI-driven marketing engine.

About Iterable

Iterable is the AI-powered customer communications platform that empowers brands like Redfin, Priceline, Calm, and Box to create joyful, personalized customer experiences at scale. With Iterable, organizations unlock growth in the digital era with individualized, harmonized and dynamic communications that engage customers throughout the entire lifecycle at the right time. Over 1,200 of the world’s leading brands trust Iterable to deliver the level of personalization, orchestration and automation that today’s customers demand, driving deeper customer loyalty, unlocking higher ROI, and ensuring long-term business growth. Learn more at www.iterable.com.

About Fabletics

Founded in 2013 and headquartered in El Segundo, CA, Fabletics is the largest digitally native activewear brand in the world*. By fusing style-centric designs with high-performance technology, Fabletics is creating the world’s most fashionable, high-performance active lifestyle products at an accessible price. Driven by its innovative VIP membership program serving over 2 million loyal members and powered by analysis from its Fashion OS tech platform enabling deep customer understanding, Fabletics has evolved activewear beyond the gym into every walk of life, guided by its foundational belief that everyone and every body deserves to look and feel their best. Fabletics can also be shopped in the United States, Canada, Europe, and Mexico (2025), and in person at the brand’s state-of-the-art retail stores in over 100 locations.

*Source: Euromonitor International Limited; Based on total global retail sales in the calendar year 2020 from custom research conducted in October 2021.