How Phyt Lab is Betting on the Luxury Gap in Performance Apparel: Inside Amanda Bodette’s Playbook

The luxury activewear market hit $431.7 billion this year, yet Amanda Bodette spotted something everyone else missed. While brands like Lululemon and Alo Yoga fight over the mainstream premium segment, a gap exists at the very top where performance meets luxury craftsmanship. Bodette’s new brand, Phyt Lab, is betting big on this untapped space with her unconventional background.

Bodette isn’t your typical fashion founder. Her path to luxury activewear came through years in business development rather than fashion houses. That outsider perspective shaped her approach to building Phyt Lab from scratch. ‘The intersection of athletic functionality and elegant design with luxury craftsmanship has always existed as an underserved market,’ she explains.

The Growth Behind the Gap

The premium athleisure segment is growing at a compound annual growth rate of 10.5% through 2030, faster than the overall market’s 8.9%. Grand View Research projects the global athleisure market will surpass $662 billion by 2030. That growth comes from high-income professionals who care more about quality and performance than price.

The market leaders show what’s possible. Lululemon charges $90-130 for leggings and runs 700+ stores. Alo Yoga saw 276% sales growth in Q3 2024 alone. Vuori raised $825 million and reached a $5.5 billion valuation. Yet none of these brands truly bridge the gap between technical performance and luxury fashion sensibilities.

Fashion industry analysts recognise this opening. ‘The luxury athletic wear space has been waiting for a brand that truly understands both the technical and aesthetic sides of the equation,’ notes Morgan Williams, a fashion industry analyst. ‘PHYT LAB appears positioned to fill that gap with their thoughtful approach to design and materials.’

Business Development Meets Fashion

Bodette’s business development background influences every decision at Phyt Lab. Rather than following traditional fashion brand playbooks, she approached the market like a business problem to solve. Her experience with technical sportswear construction combined with high-end fashion principles created a unique foundation.

‘We’re creating apparel that honours both the technical needs of fitness enthusiasts and the aesthetic standards of luxury fashion consumers,’ Bodette says. That dual focus required mastering advanced fabric technologies while maintaining sophisticated design standards.

The brand’s approach reflects Bodette’s non-traditional path. Where fashion-first founders might prioritise aesthetics, Bodette built from the technical side up. Premium materials include moisture-wicking properties, four-way stretch and temperature regulation, all crafted with silhouettes that work in boardrooms and gyms. Her approach mirrors what successful founders do when scaling independent fashion brands by focusing on substance over style trends.

Performance With Class

Phyt Lab’s design decisions target specific pain points for affluent consumers who refuse to choose between function and luxury. The brand’s tagline ‘performance with class’ reflects this positioning. Every piece must work during intense physical activity while maintaining sophisticated aesthetics suitable for professional settings.

‘At Phyt Lab, we are here to redefine what it means to dress for performance and presence. The level of craftsmanship, precision tailoring and fashion design we bring to fitness apparel is something the industry has yet to achieve,’ Bodette explains. ‘We are not here to follow trends; we are here to set a new standard of luxury that seamlessly merges fashion, function and class.’

This philosophy drives material choices and manufacturing processes. The brand uses premium fabrics and precision tailoring techniques typically reserved for high-end fashion. Each piece undergoes rigorous testing for performance standards while meeting luxury fashion quality benchmarks.

Direct-to-Consumer Launch Strategy

Bodette’s go-to-market strategy reflects her business development experience. Rather than rushing into wholesale partnerships, Phyt Lab launched with a direct-to-consumer online flagship and selective luxury retail placements. This approach maintains brand control while testing market response.

The channel mix aligns with the brand’s positioning. Luxury retailers provide credibility and customer touchpoints, while direct sales offer higher margins and customer data. This dual approach lets Phyt Lab scale efficiently while maintaining its premium positioning. The same focus on quality over trends that drives success in men’s fitness apparel applies to Bodette’s luxury positioning.

Consumer spending data supports this strategy. High-income consumers prioritise comfort, quality and style over price, with 57% citing comfort as their primary factor. These customers seek immersive brand experiences rather than just product transactions.

Market Timing and Competition

Bodette’s timing capitalises on market shifts. The North American market holds 40.5% of global athleisure share, driven by fitness culture and high disposable incomes. Yet established brands face growth challenges as markets mature.

Lululemon experiences slower growth as consumer preferences shift. Vuori and other challengers focus on sustainability and affordability rather than pure luxury positioning. This creates space for brands like Phyt Lab that serve customers willing to pay premium prices for genuine luxury performance wear.

The competitive situation favours newcomers who can combine technical excellence with luxury positioning. Williams’ analysis suggests demand exists for brands that master both sides of this equation without compromise.

The High-End Bet

Bodette’s success depends on proving that customers will pay luxury prices for performance wear that meets their standards across all dimensions. Her 2025 collection launch through online flagship and select luxury retailers tests this thesis directly.

‘We’re building something that respects the intelligence and sophistication of our customers,’ she says. ‘They understand that performance and elegance aren’t mutually exclusive, and our success depends on delivering both without compromise.’

If Bodette’s bet pays off, Phyt Lab could capture significant market share in the fastest-growing segment of athleisure. The brand’s focus on genuine luxury craftsmanship combined with technical performance addresses a market gap that established players have struggled to fill effectively.