lululemon Launches Omnichannel Fitness Membership

Business Wire

Pairing exclusive perks with fitness content, lululemon announced a new membership program tied to its connected hardware.

For context: In 2020, the global athleticwear company bought fitness screen MIRROR for $500M, with plans to merge experiential retail and at-home workouts.

But, as connected fitness faded, lulu cut MIRROR’s sales outlook in half last year.

More recently, as the company outperformed earnings estimates, it made little mention of MIRROR’s performance. Now, with the launch of lululemon Studio, the brand is highlighting its hardware.

What it is: Studio is an all-access membership that includes digital content, boutique fitness partnerships, and retail incentives. The catch? You have to buy a MIRROR.

For $39/mo., members gain access to:

  • Existing MIRROR content, including 10K on-demand and live classes
  • Discounts on lululemon purchases, access to product drops, and in-store events
  • Exclusive content and discounts to in-person classes from partners including AARMY, Y7 Studio, DOGPOUND, FORWARD__Space, Pure Barre, Rumble, AKT, and YogaSix

Between the lines: Hoping to drum up interest, lululemon slashed the price of MIRROR in half, selling the connected fitness screen for $795 with free delivery. It joins a host of other connected fitness companies who have shrunken products and prices alike.

Big picture: lululemon Digital Fitness CEO Michael Aragon lauded MIRROR as “one of the most flexible platforms that can adapt to changing fitness trends.”

But, consumers have shown that hybrid doesn’t necessarily require equipment. With the premium Studio also available via app—and a free “Essential” version offering select digital classes—lulu’s “Immersive Fitness Marketplace” might find more purchases on smartphones than intended.

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