Athleisure Pricing Wars: What 14,500 Products Tell Us

We analyzed 14,523 products across 68 athletic and activewear DTC brands to see who's holding price — and who's blinking.

The Athleisure Price Spectrum

Athleisure sits in an interesting middle ground. With an average price of $67.42, it's notably cheaper than the overall DTC average of $82.15 but significantly more expensive than beauty products at $42.80.

Nearly a third of all athleisure products (31.2%) fall in the $50-80 sweet spot — that's your Gymshark leggings, your Alphalete joggers, your AYBL sports bras.

The Discount Reality

Despite the "premium positioning" narrative, athleisure brands discount at nearly the same rate as the broader DTC market. 31.4% of products are currently on sale, with an average discount depth of 28.7%.

Brands That Never Blink

Only 4 brands in our athleisure dataset maintain a 0% discount rate. These are the true price holders:

The $100 Legging Test

Leggings are the bellwether of athleisure — the product type every brand competes on. We filtered for "legging" across 2,847 products to see where the market really sits.

Only 14.7% of leggings are priced over $100 — and nearly a third of those are from Lululemon and Alo Yoga alone. The "premium legging" market is smaller than Instagram would have you believe.

Gymshark vs Alphalete vs Outdoor Voices

Three brands, three different strategies. Here's how they stack up:

Gymshark runs high volume with aggressive discounting — the people's athleisure brand. Alphalete occupies the performance-focused middle ground. Outdoor Voices goes lifestyle-first with fewer sales — "Doing Things" comes at a premium.

Men's vs Women's: The Price Gap

Women's athleisure commands a $6.40 premium over men's — but also sees more aggressive discounting.

The Full Picture

Here's how all 7 major athleisure brands compare: