Gymshark co-founder Lewis Morgan has invested in women’s sportswear company AYBL Group, now valued at £50 million, and will take on the role of executive chairman. AYBL Group consists of the AYBL brand and womenswear brand Because of Alice (BOA). In the rile, Lewis will oversee company strategy and work closely with the group's founders, brothers Reiss and Kristian Edgerton, who are joint CEOs. 

Reiss Edgerton, co-founder and joint CEO of AYBL Group, said: “I’ve known Lewis for over 20 years, so we’re in the fortunate position to already have the foundations of a relationship based on trust – something that was essential when considering teaming up with an investor.

“AYBL has gone from strength-to-strength since we started it three years ago. Having recently added BOA to the group and expanded our HQ to meet growing demand, it feels like the perfect time to introduce Lewis’ wealth of expertise to the business, in what is sure to be an exciting new chapter."

Lewis aded: “I’ve had a passion for the athleisure industry ever since I co-founded Gymshark in 2012. After selling my remaining stake in Gymshark last year, I’ve been eager to step back into the industry, so I’m excited to have the opportunity to play a part in the continued growth of the AYBL Group.

“As a business, we understand the value of people and talent, so are actively looking to bring more brands into group, preferably founder-led, where we can add value through our expertise.”