The collaboration marks a strategic move for RateFit as it seeks to scale its market presence. Jenny Sepulveda, president of RateFit, cited Barrett’s specialized experience in apparel and its capacity for long-term growth as primary factors in the selection. During site visits, the brand's leadership prioritized finding a partner capable of handling value-added services alongside standard eCommerce fulfillment.

Harrison Smith, director of 3PL pricing and contract analytics at Barrett, noted that the partnership reflects the logistics firm's focus on supporting high-growth consumer brands. Barrett, which has operated since 1941, maintains a nationwide network designed to bridge the gap between studio-focused athleisure and everyday consumer demand. The Memphis site will serve as the primary hub for the brand’s push into the competitive athleisure sector.