Updating your gym wardrobe? This is the label everyone’s talking about

As I looked around my trendy North London Pilates studio the other day, it struck me that something united the room. It wasn’t our beetroot faces or trembling abs, but rather our leggings; at least a dozen of us were wearing Adanola.

Although it might not be a household name yet, Adanola is the cult leggings label to know. One million pairs of its signature Ultimate Leggings have been sold to date and are worn by stylish A-listers including Rosie Huntingon-Whiteley, Nicole Kidman and Maya Jama.

However, it doesn’t hail from the yoga-loving, green juice-sipping shores of California, nor Germany’s performance sportswear hub. The hottest new name in activewear comes from the UK, specifically Manchester.

Just ask Kendall Jenner: the supermodel and “It” girl has just been revealed as the face of Adanola’s latest campaign. Bagging Jenner, one of the most famous women in the world, is quite the coup. It’s no small wonder though as Adanola is booming.

Over the past year the brand’s sales have rocked, with annual turnover more than doubling from £27.8m to £57.1m. The previous financial year reportedly saw a 311 per cent increase in turnover. Having had 12 employees in March 2022, it now employs circa 100 at the 13,000sq-foot head office in Manchester’s NOMA district.

Such growth and cut-through is impressive at any rate, but when considering the size and oversaturation of the activewear space, it’s a solid-gold success story.

The global athleisure market is estimated to be worth over £315.1 billion ($388.3 billion) and set to reach £538.6billion by 2030. Last year the UK market alone generated a revenue of £18.7 billion ($23.1 billion).

Brands from Prada to Primark are cashing in on the huge appetite for workout gear and off-duty staples with stretch, as are high-street favourites. M&S reports over 1.3 million customers searched for sportswear on M&S.com in 2024.

Premium athleisure labels Varley, Vuori and Alo Yoga all opened London flagships in the past three years. Walk through any city in the UK and you’ll be sure to find a Lululemon or Sweaty Betty. ASDA’s newly launched activewear range means you can even pick up a yoga kit with your Greek yoghurt at the supermarket.

Put simply, athleisure is big business filled with big companies. So, how is a brand from the north of England taking on the behemoth and winning?

In no small part it’s down to the leggings. While Adanola was founded in 2015 by Hyrum Cook, it wasn’t until the Ultimate Leggings launched in May 2020, during the first Covid lockdown, that the brand gained traction. Tapping into the surge of at-home workouts and desire for WFH stretchy waistbands, the leggings went viral on social media and have remained the best-selling product, beloved for the flattering extra-high waist brand, sculpting hold and absence of a mid-seam – which means no over-revealing cling.

Their price tag, too. Where athleisure has become increasingly expensive and it’s not unusual to have to spend a small fortune for a pair of status leggings (Alo’s sell for over £100) Adanola’s cost just £39.99.

“Our goal is to ensure the brand is accessible to as many people as possible. We want our customers to feel effortless, comfortable and confident without having to break the bank,” says CEO Niran Chana. Formerly of Gymshark, Chana joined the company in April 2024.

While it is positioned as a luxury brand selling in Selfridges and Harrods, as well as its own website, prices are more akin to the high street. Logo sports socks can be picked up for £8.99, organic cotton sweaters sell for £55. The most expensive piece is the water-resistant maxi-length puffer jacket made from recycled polyester, £169.99.

But where prices may be lower, quality is high and performance-wise, pieces stack up. “As a fitness professional, I really put my workout clothing to the test. I was immediately impressed by the fit of the leggings and high-quality fabric. They remain opaque during squats and the seams haven’t come apart during exercises like clean and jerks, which has been a common issue with other, more expensive leggings I’ve tried.” says Gladiators and Hollywood trainer, Jenny Pacey.

Pacey was first attracted to the brand after noticing several women wearing matching sets in the gym of luxury members club, Soho House. Her kit also includes the four-way stretch Ultimate gym shorts, yoga-ready cropped tank, and square-neck sports bra. The latter of which I have in my own gym bag and find it supportive, comfortable and flattering thanks to the removable shaping pads. It’s hard wearing, too, having done several rounds in the washing machine and retained shape and elasticity.

But pieces aren’t just for working out. An instrumental part of Adanola’s strategy has been to tap into the aspirational gym-to-brunch lifestyle touted by wholesome celebrities such as Gwyneth Paltrow and trendy social media wellness influencers. The brand’s tagline is “Everybody’s Everyday Uniform”; pull on your leggings with trainers for a class, add a cashmere jumper for coffee with friends.

“Our design DNA is simple and aesthetic. We’re serving our customer relevancy whilst creating timeless pieces within the range. We’re not sportswear, nor a fashion brand – our space is ‘active lifestyle’ and we’re sticking to that within our product strategy,” says Chana.

To that end designs are notably style conscious, centring on clean silhouettes in chic, neutral colourways.

It’s a formula that has proven a hit with the fashion crowd. “Pieces scream effortless and cool, but also deliver quality and longevity,” says style influencer Kavita Mehta. Her go-to piece is the sleek black all-in-one which she wears to yoga, then styles up for dinner with a pair of heels and smart jacket.

You’ll find plenty more fitness-meets-fashion outfit ideas on the brand’s social media outlets which are populated with images of fashion influencers as well as real customers styling the brand. While the aesthetic is certainly glossy, it feels like a shift away from the homogenised high-pressure skinny look fitness brands have historically pushed. Images of different body sizes and shapes create a sense of inclusivity, reflected in the brand’s sizing which runs from XXS (UK4/6) – XXXL (UK18/20).

Ticking off the contemporary business buzzwords of “inclusivity” and “authenticity” will surely stand Adanola in good stead for this year’s expansion plans. “The US is a key market that we will continue to invest in and envision growth, whilst not forgetting about the UK where most of our customer base [88 per cent ] sit. We’ve got exciting work streams in the UAE and Australia where we also see lots of opportunity,” says Chana. The brand has already teamed up with mega influencer and Kim Kardashian’s former assistant, Stephanie Suganami to boost US brand awareness.

At the tail end of last year it moved into the lucrative kidswear market, launching a capsule of six designs. Mini-me versions of the most popular womenswear styles, the collection provides ample matchy-matchy outfit opportunities for the mums of Instagram.

As for this mum? As well as wearing my leggings to downward dog in, I regularly pull them on for the nursery run and weekend park playdates with the kids. The waistband holds in my lower stomach, which after two caesareans refuses to lie flat, plus the olive green colourway peps-up my plethora of beige and grey knitwear. Flattering and stylish, not to mention affordable – what’s not to love?

Five pieces to add to your kit

The Leggings

Ultimate Leggings, £39.99, Adanola

The brand’s best-selling Ultimate Leggings are designed with four-way stretch, a higher waistband and no mid seam for a comfortable, flattering fit. They come in 16 colour choices and both regular and tall lengths.

The Sports Bra

Ultimate Square Neck Bra, £29.99, Adanola

Wear this for medium-impact activities such as yoga, pilates and barre or under a cardigan when dashing to the shops. The higher neckline stops overspill and removable cups add shaping.

The Puffer Jacket

Chevron Puffer Jacket, £149.99, Adanola

Water-resistant, hooded and with insulating quilting, consider this the warm layer to throw-on for early-morning gym sessions, or chilly dog walks.

The Sweatshirt

Relaxed Funnel Neck Zip Sweatshirt, £56.99, Adanola

This organic cotton, fleece-backed sweater would look just as good layered over leggings as it would worn with classic straight-leg jeans and trainers.

The Tote Bag

ADA Tote Bag, £29.99, Adanola

A roomy and robust sports-luxe tote for storing your gym kit. Use it at the weekend for carrying veggies and your sourdough loaf home from the farmers market.