TheIndustry.fashion Awards Winners' Interview: Daniel Klarkowski, Head of New Business Europe, Fabletics
In this series, TheIndustry.fashion continues to celebrate the achievements of the winning brands from TheIndustry.fashion Awards 2025 through a collection of dedicated interviews.
With the Awards dedicated to People, Planet & Purpose, we set out to uncover the strategies driving positive change in the industry - from sustainable and circular practices to strategies amplifying diverse voices and supporting community and charitable causes.
Within the People category, Fabletics won the award for Diversity & Inclusion Champion: team or individual. Daniel Klarkowski, Head of New Business Europe, tells us how Fabletics is championing diversity and inclusion, the role customer feedback plays in shaping its approach, why businesses should prioritise people, purpose, and planet today - and more.
What are the core values that drive Fabletics and how are they reflected in the business?
At Fabletics, our core values are rooted in inclusivity, innovation, empowerment, and community - and these are reflected in every part of our business.
First and foremost, inclusivity drives our product development and brand ethos. We believe that every body deserves to feel confident and supported in activewear, which is why we offer extended sizing and design with diverse body types in mind. This commitment goes beyond just fit, it is about creating an inviting space for everyone, regardless of where they are on their wellness journey.
Innovation is another cornerstone. We do not follow trends; we often set them through proprietary fabrics, functional design, and a unique membership model that redefines how people engage with fashion and fitness. In Europe, we have tailored our collections and partnerships to reflect local preferences while still pushing boundaries.
We are also deeply committed to empowerment, not just of our members, but of our employees, partners, and communities. Whether through our campaigns celebrating real people or our collaborations with female designers and athletes, we aim to inspire confidence and support self-expression.
And finally, community is at the heart of everything we do. From localised marketing initiatives to in-person fitness events across Europe, we prioritise real connection. Our membership model is not just a subscription but it’s an entry into a global network of people who support and uplift each other.
Fabletics is not just a brand – it is a movement. And our values are the reason we continue to grow and resonate so deeply with our customers across Europe and beyond.
How is Fabletics championing diversity and inclusion internally?
Diversity and inclusion are not just external talking points at Fabletics but they’re embedded into our internal culture, our hiring practices, and our day-to-day decision-making.
Internally, we champion diversity by building teams that reflect the world we serve. Across departments and regions, including here in Europe, we strive to ensure representation across different backgrounds, cultures, genders, ages, and identities. We know that a diverse team brings broader perspectives, drives innovation, and fosters a more empathetic and dynamic work environment.
We also have dedicated DE&I programmes and employee-led resource groups that create space for open dialogue, education, and cultural exchange. These are designed to ensure that every employee feels seen, heard, and valued - no matter their role or location.
From leadership to entry-level, we promote a culture of belonging and accountability. Diversity training, inclusive hiring workshops, and regular feedback mechanisms help us continually learn, improve, and stay aligned with our values. Moreover, we recognise that diversity is also about opportunity. That is why we invest in internal mobility and mentorship, helping talent from all backgrounds grow and thrive within the organisation.
Ultimately, we believe that true inclusion is built from the inside out and we are proud to be a company where differences are not just accepted, but celebrated.
Can you tell us more about how Fabletics is promoting diversity and inclusion externally, including areas such as marketing, product development, and customer engagement?
Externally, diversity and inclusion are deeply embedded in how Fabletics shows up in the world from our product design to the faces we feature and the communities we serve.
In marketing, we make a conscious effort to reflect the diversity of our customer base. Our campaigns feature people of different ethnicities, sizes, ages, genders, and backgrounds - not just models, but real members of our community. Whether it's a global brand campaign or a localised European activation, we aim for authentic representation that resonates with real people and real stories.
In product development, inclusivity starts from the very first design sketch. Our collections are created with a wide range of body types and movement needs in mind, which is why we offer one of the broadest size ranges in the activewear industry from XXS to 4X.
In customer engagement, we promote inclusion by fostering a sense of belonging across all touchpoints both online and offline. Our social media platforms highlight voices from across the globe, while our live events, pop-ups, and collaborations are curated to celebrate local culture and empower underrepresented voices, particularly women and emerging creators.
Moreover, through partnerships and capsule collections with designers like Marina Hoermanseder or community figures who stand for body positivity and social impact, we align ourselves with people who share our values and elevate diversity in the public conversation.
Ultimately, diversity and inclusion at Fabletics are not a campaign – they are a commitment. We don’t believe in perfection, but we do believe in progress, and we hold ourselves accountable to keep pushing forward.
What role does customer feedback play in this and how does it inform your approach?
Customer feedback is absolutely central to how Fabletics operates, not just in product development, but in shaping our approach to inclusivity, community engagement, and brand storytelling.
Our relationship with customers is built on constant dialogue. Through surveys, product reviews, social media interactions, and direct conversations with our membership community, we actively listen to what our customers want and need. This feedback directly informs how we evolve our collections, improve our sizing, expand style offerings, and even refine how we communicate as a brand.
For example, when customers asked for more support in high-impact activities across a wider range of sizes, we did not just adjust, we reengineered designs and fabrics to better serve them. Similarly, feedback around representation in our marketing led us to cast broader talent and share more authentic, diverse stories in our campaigns.
It is also about co-creation. Our members are not passive consumers - they help shape the brand. Whether it's through our VIP Member surveys or real-time input on social platforms, we view our community as a collaborative force that pushes us to be better and more inclusive.
In short, feedback isn’t just something we collect but it’s something we act on. It keeps us grounded, agile, and deeply connected to the people we serve. That’s why, at Fabletics, we don’t just design forour customers - we design with them.
What was the significance of winning the award for Diversity & Inclusion: team or individual?
Winning the award for Diversity & Inclusion was an incredibly meaningful moment, not just for one individual, but for our entire team. It served as powerful recognition of the collective effort we have put into making inclusivity a lived value, not just a brand message.
At Fabletics, we truly believe that diversity is a team effort. From our design and merchandising teams who ensure every collection is size-inclusive and culturally relevant, to our marketing and creative teams who champion real representation, to our HR and leadership teams who foster inclusive hiring and growth; every function plays a role.
The award validated that our internal culture and external impact are aligned, and that our work is resonating beyond our own community. For our European team especially, it was a proud moment that highlighted the importance of localising global values - ensuring that D&I is not just a US or corporate initiative, but a living part of how we operate in every region, every language, and every customer touchpoint.
Most importantly, it reminded us that the work is ongoing. The recognition gave us renewed energy to keep pushing boundaries, listening deeply, and creating space for more voices, more stories, and more people to feel seen and supported through Fabletics.
So while it may have been presented to a team or person, the award really belongs to our entire community, including our members, who inspire us to keep striving for better every day.
Why should brands and retailers be championing people, purpose and planet today? Any advice?
Because the world has changed and so have expectations. Today’s consumers aren’t just buying products; they are buying into values. They want to know what a brand stands for, how it treats its people, what it contributes to the planet, and why it exists beyond profit.
At Fabletics, we believe that championing people, purpose, and planet is no longer optional - it’s the foundation for building a meaningful, future-proof business.
My advice to other brands and retailers? Don’t treat these areas as separate strategies as they must be interconnected. And don’t wait for perfection. Start small, be transparent, listen to your community, and take consistent action. Purpose-led growth isn’t just good ethics - it’s smart business. Because in the end, the brands that will thrive are those who put humanity and sustainability at the centre of everything they do.
What is Fabletics’ current growth strategy, and how do you differentiate from other activewear brands?
At Fabletics Europe, our growth strategy is built on four pillars: membership-driven engagement, hyper-local innovation, purpose-led differentiation, and a strong wholesale expansion. Together, these elements allow us to scale sustainably while staying deeply connected to our community.
Membership-first model: deep relationships, lasting loyalty
Our VIP membership model remains a core growth engine. It’s more than a discount - it's a relationship built on personalised experiences, exclusive drops, and ongoing dialogue. This approach not only increases retention but also turns our members into brand advocates.
Hyper-local innovation across Europe
We are investing in region-specific collections and marketing, ensuring that our collections and communications are relevant in each market; from fabric weights and colour palettes to size ranges and cultural storytelling. We are also expanding through omni-channel experiences, including pop-ups, fitness events, and collaborations with local fitness communities and influencers.
Purpose as a long-term differentiator
Fabletics stands out for merging performance, inclusivity, and sustainability. Our products are made to perform, with technical details designed for real movement and comfort, we lead with inclusive sizing and real representation in marketing, and we are pushing forward on sustainability through recycled materials, more efficient packaging, and pilot programs to reduce return rates
Wholesale expansion: meeting customers where they shop
A key part of our current strategy is our growing wholesale presence. We are partnering with select retailers and wholesalers across Europe to bring Fabletics into premium retail environments wherever our community already loves to shop for fashion and activewear.
Whether it's in high-end department stores, well-curated multi-brand boutiques, or specialty sports retailers, we want Fabletics to be available in the spaces our customers trust and enjoy. This channel not only expands our reach but allows more people to touch, feel, and try our products bringing our brand to life beyond the screen.
Our mission is clear: to empower people through fashion and function and make that experience available wherever they choose to shop.
As a US brand, how important is the UK market to Fabletics – why? How does it perform here?
The UK is not just important to Fabletics Europe - it’s absolutely strategic. As one of our first international markets outside of North America, the UK has served as both a growth engine and a blueprint for broader European expansion.
The UK has a strong and growing activewear culture, driven by fashion-conscious consumers who value both style and function in their workout and everyday wardrobes. It’s also a digitally savvy market, perfectly aligned with our membership-first e-commerce model and responsive to our personalised digital experience. The UK’s diversity and openness to new lifestyle brands made it an ideal market to test our international playbook, from logistics to localised marketing.
We have seen strong and sustained growth in the UK across key metrics: VIP membership, repeat purchases, brand awareness, and customer lifetime value. Collaborations with UK-based influencers, stylists, and athletes have fuelled local relevance and deepened community engagement. Our UK customer base has also played a key role in giving feedback that helped shape our European sizing, product assortment, and regional campaigns.
Any plans for expansion?
Yes - absolutely. The UK remains a priority market for future investment and growth.
We are exploring new wholesale partnerships in the UK to ensure Fabletics is present in premium retail environments alongside our digital presence. There are also plans to expand experiential activations, such as fitness events, community pop-ups, and retail takeovers, to bring the brand closer to where our customers live, shop, and train. Plus, we are continuing to localise product drops, styling, and communications to reflect UK-specific preferences - whether that’s through climate-relevant pieces or culturally resonant campaigns.
In short, the UK is a core pillar of our international growth. Its performance continues to validate the global potential of Fabletics, and we’re only just getting started.
What can customers expect from Fabletics over the next year?
The next year is going to be a very exciting chapter for Fabletics both globally and here in Europe. Customers can expect bolder design, deeper community connections, more sustainable choices, and greater accessibility than ever before.
We are continuing to evolve our product offering with next-generation performance fabrics, refined fits, and new categories that bridge style and sport even more seamlessly. Expect more innovation in high-impact support, street-to-studio versatility, and limited-edition capsules that push both function and fashion forward.
We will also be launching exciting new collaborations with designers, athletes, and creators who align with our mission of empowerment and inclusivity. These capsules will bring unique stories to life and give our community even more reasons to feel inspired and connected to the brand.
Fabletics will be showing up in more premium retail spaces across Europe through wholesale partnerships with trusted retailers. This means more opportunities to see, try, and shop our collections offline, right where our customers already love to shop.
Additionally, we are planning more fitness events, pop-ups, and local activations to strengthen the connection between our brand and our members. Whether it's a yoga class in London, a running club in Berlin, or a collaboration with a local gym - Fabletics will be showing up in real life more than ever.
In short: more innovation, more access, more purpose. We are listening closely to our community and working hard to give them what they have asked for - not just great activewear, but a brand experience they can truly belong to.
TheIndustry.fashion People, Planet & Purpose Awards will be back for 2026. Find out more at the theindustry.fashion/awards/. For sponsorship enquiries, please email [email protected]
