lululemon has selected The Athletic Clubs as its exclusive New York City gym partner to activate its “Yet” philosophy through in-person training experiences across Manhattan.
The Athletic Clubs is one of only three gym operators across North America selected by lululemon for the Yet activation.
The Q1 collaboration translates lululemon’s Yet mindset, the idea that progress is ongoing, not finished, into structured, IRL programming. The activation includes kickoff community events, in-club branding installations, and coached workouts built around the Yet training philosophy.
Rather than a one-off pop-up, the partnership is integrated directly into The AC’s fixed 20-person squad system, where more than 2,000 members train twice weekly at consistent times. That structure allows lululemon’s messaging to live inside ongoing routines rather than sit adjacent to them.
The collaboration launches as The Athletic Clubs prepares to open Financial District Athletic on March 2, its seventh New York City location, expanding the footprint through which brand partners can activate.
As apparel brands increasingly invest in experiential retail and in-person community engagement, partnerships with high-retention, membership-based operators offer repeat exposure within a concentrated audience.
“Yet mirrors our philosophy,” says founder Dane McCarthy. “We build consistency through repetition and shared accountability. The work is ongoing, and it’s collective.”
With seven NYC locations operating by early March and Chicago leases recently signed, The Athletic Clubs continues to position itself as a scalable experiential partner for national brands seeking durable community access.
The Athletic Clubs is a private, membership-based fitness and social community with six locations across New York City, expanding to seven with the launch of Financial District Athletic this spring. Known as “NYC’s Fittest Social Club,” The AC combines structured strength training with neighborhood identity and a year-round social calendar that turns routine into community.
Learn more at the-athleticclubs.com or follow @the.athleticclubs on Instagram.
partnerships@athleticclubsgroup.com
The Athletic Clubs
