How AYBL Used Their Mobile App to Build a Retention Powerhouse

About AYBL

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AYBL is a UK-based activewear brand founded in 2018 by brothers Reiss and Kristian Edgerton. Starting out from a spare room in Redditch, the brand has quickly grown into one of the most recognised names in the global fitness apparel space.

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In 2021, Gymshark co-founder Lewis Morgan invested in the company and joined as Executive Chairman, helping to accelerate AYBL’s international expansion.

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Today, AYBL is a household name in activewear. Known for stylish, functional gymwear, the brand ships to over 160 countries and has built a loyal customer base worldwide.

The Challenge

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As AYBL expanded internationally, the team set out to build stronger relationships with their customers and create a more sustainable retention model. They were looking for a way to drive more value from their loyal customer base while reducing re-engagement costs.

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They identified a mobile app as a key opportunity — but needed more than a basic, off-the-shelf solution.

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Instead, AYBL wanted a partner who could deliver a high-performance app, fully localised across multiple regions, and provide the strategic support needed to fuel long-term growth.

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With a large global customer base, it was also essential that the app could handle heavy traffic, particularly during peak events like Black Friday Cyber Monday (BFCM).

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Recognising the value of Venn Apps’ proven growth strategies and internationalisation capabilities, AYBL chose to partner with us to bring their app to life

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‍The Solution

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Working closely with Venn Apps, AYBL launched a mobile app built with growth and retention at its core.

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A Strategic Approach

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Rather than simply replicating their online store, AYBL approached the app as a strategic growth channel - one designed to drive incremental revenue and strengthen customer relationships.

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Together with the Venn Apps team, they developed a clear strategy to shift shoppers from the website to the app, where they could be re-engaged easily through push notifications. This approach allowed AYBL to reduce reliance on paid channels and build a more sustainable retention model.

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Leveraging Venn Apps’ app-exclusive features, AYBL drove downloads during key commercial moments such as BFCM and birthday sales. The tactic was straightforward but powerful: launch exclusive products and sales in the app first to generate urgency and boost adoption.

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Crucially, Venn Apps’ app-exclusive pricing tool allowed discounts to be automatically applied at checkout during these key sales periods — no codes needed. This seamless experience removed friction at the point of purchase and turned the app into a powerful conversion engine, consistently delivering double the conversion rate of the online store.

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The results of AYBL's strategic approach were immediate. Since launch, AYBL has driven over 500,000 app installs. And with a faster, smoother mobile experience, users now browse twice as many products per session — leading to a 17% increase in average order value compared to the website.

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But the real power of the app lies in how AYBL can now engage with customers. With such a large and active base of app users, the team can re-target shoppers instantly and at no cost. Push notifications alone now account for over 10% of total revenue.

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More importantly, customer behaviour has shifted. Shoppers who download the app come back more often, spend more per order, and stay loyal for longer. The app’s returning customer rate is now 30% higher than the website.

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By making the app central to their growth and retention strategy, AYBL has created a self-sustaining ecosystem — one where their most valuable customers are just a tap away.

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A Truly Global App

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In addition to their strategic approach, AYBL also needed a solution that could support their complex international setup. With six expansion stores, each requiring different languages, currencies, content and messaging, off-the-shelf app builders simply weren’t an option.

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Venn Apps’ expertise in internationalisation made it possible to deliver a fully localised experience — all from a single app instance. This meant AYBL didn’t need to manage a separate app for each market, significantly reducing operational complexity and saving valuable time for their eCommerce team.

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Enterprise Performance 

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Finally, AYBL needed an app provider capable of handling enterprise-scale operations. With 500,000 active users and substantial traffic spikes during sales, the brand required a robust solution. 

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Thanks to Venn Apps’ serverless architecture, the app remained stable during peak periods, including Black Friday Cyber Monday (BFCM) and could handle usage spikes in excess of 50k active shoppers.

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The Results

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AYBL’s strategy of driving app downloads seriously paid off. With over 500k active users in the past year and peaking at number 1 in the Dutch shopping chart, the demand for their app was apparent.

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From the start, AYBL focused on turning app downloads into ongoing engagement. 74% of app users opted into push notifications, giving the brand a direct, cost-free channel to re-engage customers throughout the year. These users return more often, convert at higher rates, and spend more — with average order value 17% higher on the app compared to the website.

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As a result, the app now drives 28% of total revenue. More than just a sales channel, it’s become a key lever for influencing customer behaviour — encouraging repeat purchases, increasing order value, and building deeper loyalty.

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By making the app a cornerstone of their retention strategy, AYBL has delivered measurable results:

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87x ROI from their mobile app

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17% higher AOV for app users

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28% of total revenue now coming through the app

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AYBL continues to invest in their app as a long-term growth driver — using exclusive launches, personalised content, and push-led engagement to build lasting relationships with their most valuable customers. The result is a high-performing retention engine that keeps delivering, year after year.