AYBL and willing - Redditch duo see sales surge in gym brand - The Redditch Standard

AYBL and willing - Redditch duo see sales surge in gym brand

Redditch Editorial 19th May, 2021   0

REDDITCH-based gym wear brand AYBL has recorded a turnover of £10.3million after just three years of trading – marking an incredible ten-fold growth for the business over the course of the last 24 months.

Launched in 2018, AYBL had zero registered employees in its first year of trading, with 28-year-old co-founders Reiss Edgerton and brother Kristian, 27 converting their lounge into a warehouse as they sought to establish the brand.

By March 2020, the company had grown from a first-year turnover of £140,000, with profits of £36,000, to a £1.5million business with profits up 900 per cent to £360,000.

During the pandemic year of 2020-21, the brothers delivered a further 580 per cent revenue growth and 600 per cent profit growth to £2.4m.




The past 12 months have also seen Reiss and Kristian ship over 400,000 products to more than 150 countries, establishing a particularly strong presence in the USA, Canada, Germany, Ireland, Netherlands, France and Scandinavia.

The business now boasts over 20,000 five-star reviews and more than 360,000 followers on Instagram, where the brand is a favourite with micro-influencers.


Now employing a team of 30, the brothers aim to grow the business to £50m in the next five years, with plans to expand the AYBL range over the coming months.

“For us, growth was always going to come down to getting two things right – product and customer experience,” said Reiss.

“Our core consumer is 18 to 24 years old and we know what they want – affordable quality – and there was a clear gap in the market for that.

Kristian added; “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.”

A ladies’ gym, fitness and activewear brand, AYBL is based in Broad Ground Road, Redditch. To view the collection, visit www.beaybl.com

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