Introduction
Athleisure is a $350+ billion global market, and it's only growing. From yoga studios to coffee shops, performance wear has become everyday wear. But with so many brands competing for your wallet, how do they actually stack up on price?
We analyzed 8,661+ products from three leading athleisure brands —Gymshark, Alphalete, and Outdoor Voices — to understand their pricing strategies, discount patterns, and who offers the best value.
The Brands
Gymshark
UK-based fitness apparel giant founded in 2012. Known for affordable performance wear and massive social media presence with fitness influencers. Targets budget-conscious gym-goers who want quality without the premium price tag.
Alphalete
Texas-based brand founded by fitness YouTuber Christian Guzman in 2015. Positions itself as premium athleisure with a strong community focus. Appeals to serious lifters who want distinctive, high-quality pieces.
Outdoor Voices
Austin-based brand founded in 2013 with the tagline "Doing Things." Known for lifestyle-focused recreational wear that bridges fitness and everyday style. Targets the wellness-conscious consumer who values aesthetics as much as performance.
Head-to-Head Comparison
| Metric | Gymshark | Alphalete | Outdoor Voices |
|---|---|---|---|
| Products | 7,066 | 1,087 | 508 |
| Avg Price | $38.06 | $44.61 | $52.51 |
| Median Price | $36.00 | $44.00 | $39.95 |
| Price Range | $4 - $200 | $1 - $85 | $10 - $298 |
| % On Sale | 8.4% | 22.4% | 67.1% |
| Avg Discount | 51.3% | 42.6% | 49.2% |
Price Positioning
The data reveals three distinct pricing tiers:
- Gymshark is the value play at $38 average — their scale (7,066 products) allows them to compete on price while maintaining decent margins
- Alphalete sits in the premium middle at $45 average —17% higher than Gymshark, positioning as a step-up in quality
- Outdoor Voices commands the highest prices at $53 average —38% more than Gymshark, appealing to the lifestyle-premium segment
Interestingly, median prices tell a slightly different story. Outdoor Voices' median ($39.95) is actually close to Gymshark's ($36.00), suggesting their average is pulled up by premium items like outerwear and accessories.
Discount Strategies
How each brand uses sales and discounts reveals their strategic approach:
Outdoor Voices' aggressive discounting (67.1% of products on sale) likely reflects their recent business challenges and need to clear inventory. In contrast, Gymshark's minimal discounting (8.4%) suggests strong brand pricing power — they rarely need to discount to move product.
What This Means for Shoppers
Based on our analysis:
- Best value: Gymshark — Lowest average prices and widest selection
- Premium quality seekers: Alphalete — Step-up in quality for ~$7 more per item
- Lifestyle/fashion-forward: Outdoor Voices — Premium aesthetic, but check sale section (67% of items discounted)
Methodology
This analysis is based on data from Project Blueprint's Shopify product intelligence dataset. We tracked 8,661+ products across the three brands, updated as of 2025-12-19. For market-wide pricing benchmarks, see our live DTC statistics.
Product data is collected weekly via Shopify's public product APIs. Prices reflect USD values at time of collection. "On sale" is defined as products where compare-at price exceeds current price.