AYBL brings Gymshark's insider playbook to women's activewear—influencer community strategy and a £50m backer turning Bromsgrove into a global gym-set brand.
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See all ads on AdLibrary →AYBL is a UK women's activewear brand founded in 2018 by brothers Reiss and Kristian Edgerton in Bromsgrove. Backed by Gymshark co-founder Lewis Morgan (£50m valuation, significant investment in 2021), AYBL ships 400,000+ orders annually to 160 countries, running a pure DTC model built on influencer community strategy.
AYBL's advertising strategy follows the Gymshark playbook—influencer ambassador community as the primary acquisition engine, with Meta paid ads amplifying creator content to lookalike audiences. The brand runs gym-set launch campaigns timed to seasonal peaks, using limited-availability framing to drive urgency. Lewis Morgan's involvement provides strategic guidance from the brand-building system that scaled Gymshark. See their campaigns on AdLibrary.
Instagram is AYBL's primary paid and organic channel—gym-set try-on videos, fitness lifestyle content, and ambassador community posts drive consistent engagement that paid amplification converts efficiently. Facebook retargeting captures high-intent women who've engaged with Instagram content or visited the site. Key markets include the US, UK, Germany, Ireland, Netherlands, and France, with US being the largest revenue market.
Copy themes focus on fit, confidence, and the gym-set aesthetic—colour matching, set completions, and 'what your workout should look like.' Limited-drop language and new-season collection announcements drive urgency. Tone is community-first and aspirational—language that sounds like a fitness friend rather than a retailer, matching the brand's influencer-native voice.
AYBL proves the Gymshark model is replicable when backed by someone who built it—the influencer-community flywheel of seeding creators, building ambassador loyalty, and converting their audiences with paid amplification remains the highest-ROI DTC acquisition system in women's activewear. The brand also validates international DTC from day one—160 countries shipped from Bromsgrove—showing that geographic restraint is rarely a strategic necessity.
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