Over the past decade, athleisure has moved from trend to staple, reshaping wardrobes and redefining fashion rules. One brand that has been at the forefront of this evolution is Blissclub, founded by Minu Margeret, whose mission has been to empower women through movement-friendly, stylish clothing. Built on inclusivity, innovation, and community, Blissclub is not just selling apparel—it’s crafting a lifestyle.
According to Minu Margeret, CEO & Founder of Blissclub, “Athleisure has rewritten the rulebook. It’s no longer about choosing between looking good and feeling good—athleisure made it possible to do both.” The fusion of fashion and function has led to a cultural shift, blurring the lines between gym wear, loungewear, and even workwear. What was once niche has now become a fundamental part of how modern women dress.
Margeret observes that this transformation has been accelerated by post-pandemic hybrid lifestyles. “Comfort is the new couture,” she says. “Our customers want clothes that can keep up with their day—from workouts to work calls to winding down.”
Evolution of Consumer Needs
Blissclub identified the athleisure wave early on. “We noticed the shift when women started asking: ‘Why can’t my activewear feel like a second skin AND look amazing?’” Margeret recalls. This query turned into a movement toward functional fashion that transitions seamlessly across a woman’s day—be it brunch, meetings, errands, or workouts.
This demand has led to some clear winners in Blissclub’s product portfolio. “Our Ultimate Leggings are still one of the MVPs, but we’ve seen explosive love for the Ultimate Flare Pants and structured-yet-stretchy workwear,” says Margeret. She attributes their popularity to Blissclub’s focus on “buttery-soft fabric that works harder to ensure our audience is moving.”
Inclusivity at the Core
Inclusivity isn’t an afterthought at Blissclub—it’s the foundation. “It’s non-negotiable. Movement is for every body,” Margeret emphasises. From diverse sizing to tall versions in all bottoms, the brand ensures every woman can find her fit. “Athleisure can’t be truly empowering unless it’s inclusive,” she adds, highlighting how this principle drives their design philosophy.
Tech & Fabric Innovation: The Game Changer
The technical revolution in fabrics has also played a key role in driving the athleisure boom. Margeret calls it “game-changing,” citing features like sweat-wicking, 4-way stretch, and second-skin softness as enablers for performance without sacrificing comfort. “It’s the foundation of innovation at Blissclub,” she asserts.
Looking ahead, she sees a surge in smart fabrics with features like odour control and thermoregulation, as well as digital-first tools like virtual try-ons. “Personalisation is about to get big,” she predicts.
When asked about wearable tech, Margeret remains cautiously optimistic. “We see potential—but the key is integration without intrusion. Smart features will take off when they’re subtle, seamless, and serve a real need for women on the move.”
Sustainability and Conscious Consumption
Today’s consumer wants more than style—they want sustainability. Margeret affirms, “The modern customer doesn’t just care about what she wears, but how it was made too!” Blissclub is investing in longer-lasting designs, responsible sourcing, and eco-friendly packaging, all while maintaining transparency. “Our customers deeply resonate with transparency along with perfection,” she says.
The Role of Influencers and Community Creators
In a crowded market, authentic storytelling can make or break a brand. “They’ve helped humanise the product,” says Margeret, referring to the role of celebrities and influencers. “But for us, community creators are just as powerful as big names.” Blissclub collaborates with a network of over 100 creators who test products before endorsing them. “We want this to be as real as possible, and realness comes only when there is transparency.”
Athleisure as Lifestyle and Identity
For Blissclub, athleisure isn’t a product category—it’s a mindset. “It’s about enabling women to move through life with freedom, power, and style,” says Margeret. This vision fits squarely into the lifestyle branding approach many companies are adopting, and Blissclub is leading the charge.
Social media plays a pivotal role in this. “Social media is the new runway,” Margeret says. Whether it’s TikTok “Get Ready With Me” trends or informative Instagram Reels, content is key. “Creating social media content is truly an art and something we take very seriously at Blissclub.”
The Future of Athleisure
With luxury brands now entering the space, the bar has been raised for aesthetics and finish. “They’ve shown that performance and polish can co-exist,” Margeret observes. This shift has encouraged even homegrown brands to innovate more boldly.
E-commerce, too, has been instrumental in growth. “It gave us the space to build real community, run fit-forward shopping experiences, and scale without borders,” says Margeret. Quick commerce is another rising trend Blissclub is tapping into. “Movement delivered to your doorstep in 10 minutes? Yes please!”
Scaling the Blissclub Experience
Blissclub is aggressively expanding its offline presence. “We currently have 15 stores across India and plan to launch 20 more this year across key cities,” Margeret shares. “Every store is more than a shop—it’s a space for women to try, move, and feel Bliss in real life.”
What’s Next?
When asked about the future of athleisure, Margeret is unequivocal: “Absolutely—it’s just getting started!” She believes staying relevant hinges on listening to your community and innovating with intention. “Brands that evolve with their communities, champion real needs, and innovate will stay ahead,” she concludes. “And Blissclub will always be a part of this set of brands!”
