The size and scale of athleisure stores are expected to grow over the next few years, with several company leaders vying for market share.
This is according to a new report by CBRE, which noted that many brands that have already built a strong online presence are now seeking to build brand visibility by opening standalone stores in premium shopping districts.
“These physical locations provide opportunities for brands to connect with consumers in person and offer a more immersive shopping experience,” the report read.
This comes as Australia’s fitness and athletic clothing stores market was valued at $4.2 billion in 2024, according to IBISWorld data.
Sports apparel is expected to account for the largest share of the activewear retail market in 2025, generating $2.3 billion of total revenue, making up 55 per cent of the total. Footwear and accessories follow, representing $1.5 billion (37 per cent) and $308.6 million (7.5 per cent) of total revenue, respectively.
The report shows that growing demand for activewear as streetwear has driven strong industry revenue growth, with the market reporting a compound annual growth rate (CAGR) of 3 per cent between 2019 and 2024. It’s expected this trajectory will continue, with revenue forecast to increase by 3.4 per cent (CAGR) between 2025 and 2030.
Established sportswear retailers such as Accent Group, Super Retail Group, JD Sports, Lululemon Australia and Lorna Jane are currently dominating the Australian fitness clothing market, according to CBRE’s ‘Fitness Becomes Fashion’ report.
Accent Group leads the market, representing a market share of 36.1 per cent. In 2024, the Accent Group generated $1.5 billion in revenue, growing by 77 per cent since 2019.
Accent manages over 30 brands as owned or under license, including The Athlete’s Foot, Hoka, Platypus, Hype DC and Saucony.
Super Retail follows with a market share of 20.9 per cent, the report reads. Super Retail manages Rebel stores, alongside BCF, Macpac and Supercheap Auto.
JD Sports and Lululemon Australia come in third and fourth, with JD holding a market share of 13.9 per cent, while Lululemon represents a market share of 9.1 per cent.
Wrapping up the top five is Lorna Jane, which experienced robust revenue growth during and post-pandemic, up 11.6 per cent since 2019, reaching $166 million in 2024.
Lorna Jane is a key lead in terms of retail portfolio for a solo athleisure brand, with nearly 100 stores across Australia, while Lululemon comes in second with less than half that. As a retailer, Rebel manages over 160 stores, while Accent Group, which sells across sneakers and sporting goods, manages over 900 stores.
Sheree Griff, CBRE’s head of retail property management and leasing across the Pacific region, noted that as the popularity of athleisure continues to rise, the number of physical stores is also expected to grow.
She said athleisure brands were increasingly seeking locations alongside other luxury boutiques, including other athleisure brands, which reflected another growing trend – the rise of athleisure precincts.
“The emergence of retail athleisure precincts – such as Armadale in Melbourne, featuring brands including Lululemon, Nimble, Style Runner and 2XU – is particularly attractive to tenants as they benefit from increased foot traffic of their target demographic,” Griff said.
It has also been noted that some prominent brands with an existing physical presence are occupying larger floor spaces. This week, Rebel will double its store size at Westfield Bondi.
CBRE expects athleisure brands to continue to expand their floorspace to refresh fit-outs and incorporate more experiential retail.
One of the top key trends driving the growth in athleisure post-COVID has been a shift towards remote work, according to the report’s author, CBRE Senior Research Analyst Charlotte Fordyce.
“In recent years, there has been an increasing shift towards health and wellness with more people pursuing an active lifestyle,” Fordyce said. “Consumers are opting for more versatile and functional clothing that supports their exercise activities and daily routines without compromising style.
“Gen Z and Millennials have been keen drivers of activewear market growth. This age group tends to be heavily influenced by fashion trends and has a high use of social media, such as Instagram and TikTok, which feature celebrities and influencers aligned with activewear brands.
“Additionally, this age group are more health-conscious, prioritising fitness and wellness, so that is also influencing consumer behaviour.”
The report also featured insights from Lorna Jane’s head of property and retail development, Anna Strzelczykowski, who noted that athleisure has evolved from performance wear into an expression of identity over the past decade.
“As a brand, we’ve adapted alongside our community: introducing innovations like our Shop The Look concept, where retail spaces feel like curated style guides, and partnering with initiatives like parkrun to deepen our commitment to movement and community,” Strzelczykowski said. “Today, athleisure isn’t just about what women wear – it’s about how it makes them feel.
“Our growth reflects that shift: elevated in-store experiences, community-driven activations, and product designed for the way women live now.
We’re proud to be leading the future of athleisure – not just through the product itself, but through the meaningful, intentional experiences built around it.”
The full report can be accessed via the CBRE website.