Canadians embrace athleisure. They enjoy an active lifestyle that includes hiking, skiing, and cycling – all activities requiring functional clothing.
‘Athleisure’ has become popular in Canada, a byproduct of post-pandemic movements that include a growing acceptance of casual wear in the workplace, and a cultural shift toward comfort and practicality that has brought casual dressing into the mainstream. Popular athleisure brands include Lululemon Athletica, Reigning Champ, and Roots, all brands that are household names for Canadians.
As per Retail Insider, high-tech sportswear has become a wardrobe staple beyond working out. Functional technology (such as moisture-wicking fabrics and lightweight and breathable materials) is a feature consumers consider when making their purchases. Projected trends include embracing sustainable fashion made with eco-friendly materials, recycling or upcycling clothing, and technological advancements with innovative fabrics and clothing adaptable to wearable fitness technology.
Statista’s most recent figures indicate Canada’s clothing manufacturing industry (which includes athletic apparel) exported $2.4 billion worth of goods and imported $12.9 billion in 2023. Industry Canada data states that while Canada is home to several successful apparel design and manufacturing companies (including brands like Lululemon, Lolë, and Titika Active Couture), many have shifted to “niche premium markets such as designer and hand-crafted products,” with particular strengths in performance outerwear, women’s fashion apparel, men’s tailored fine suits, uniforms, and protective apparel. Canadian apparel manufacturers are also becoming increasingly export-oriented to capitalize on international demand.
There are almost 3,500 apparel-related businesses in Canada, with the lion’s share located in the country’s four most populous provinces – Ontario, Quebec, British Columbia, and Alberta. Of that total, more than half (54%) are identified as micro-sized (1-4 employees), and 43.3% classified as small (5-99 employees). Toronto (Ontario), Montreal (Quebec), and Vancouver (British Columbia) are considered Canadian fashion hubs, each with unique fashion cultures.
Pandemic lockdowns impacted consumer behaviour; many Canadians worked from home, creating a demand for more casual attire. Lockdowns also changed the fitness industry; Canadians shifted to virtual at-home workouts, and for some, that trend has become permanent.
While the pandemic years were difficult, the health and fitness industry has not been eliminated. Made in Canada puts the global health and fitness industry’s value at $5.5 trillion; Canada’s gym and health club market was $4.3 billion in 2024. Roughly 11% of Canadians had a gym membership in 2023, although memberships declined in 2024 due to economic constraints. Despite these fluctuations, fitness studios are a key segment in Canada’s 2025 health and wellness market. This includes “boutique fitness studios, group training gyms, franchised workout studios, and wellness-focused fitness centres… [that] deliver services such as high-intensity interval training (HIIT), yoga, Pilates, cycling, strength training, and holistic wellness programs.” Luxury, boutique, independent studios, and chains are proliferating in Canada and include well-known names like Barry’s, SPINCO, Jaybird, and Othership.
Newswire notes how Canadians’ approach towards fitness has changed; they use fitness not only for physical strength, but for all aspects of personal wellbeing. Canfitpro’s 2025 Report highlights ten trends, with functional fitness in second place. Mental health, mindfulness, mind-body programs, and group fitness are interrelated trends. Canada’s fitness landscape has grown diverse to meet the new personalized approach to health and wellness.
And throughout these changes, Canadians’ demand for casual attire (including sportswear) remained constant.
Manufacturers hoping to enter the Canadian market should ensure their marketing efforts include digital. Social media platforms play a strong role in influencing consumer behaviour and purchasing decisions. Platforms such as TikTok and Instagram allow potential and existing customers to learn about new products and see how they fit before buying. Showcasing collection drops in real time creates a sense of urgency and exclusivity, and influencer partnerships are a great way to connect with potential customers.
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