Lululemon in apparel, digital partnership with Peloton
Lululemon and Peloton are teaming up in a deal designed to expand the global reach of both fitness brands.
The two companies signed a five-year agreement under which Lululemon will become the primary apparel partner to the connected fitness company. In turn, Peloton will become the exclusive provider of digital fitness content for the athletic apparel retailer and a select number of its instructors will become Lululemon “ambassadors.”
In announcing the partnership, Lululemon also said it plans to stop selling Mirror, the interactive workout device offering weekly live classes and on-demand workouts that it acquired in 2020 for $500 million, but will continue to provide ongoing service and support to Mirror users. Lululemon will also discontinue its digital app-only membership tier on November 1.
Beginning on October 11, co-branded apparel across Lululemon’s product lines will be available for purchase at Peloton retail stores and online in the U.S., UK, and Canada, expanding to Peloton’s other global markets by March 2024. The apparel will be launched over three new events that will be added to Peloton’s already scheduled “Peloton on Tour,” starting with an event in Chicago on October 5-7, 2023.
Starting on November 1, Pelotan will become the official digital fitness content provider for Lululemon Studio All-Access Members, giving them access to thousands of Peloton classes for the same price they pay today. (Lululemon launched Studio, a fitness platform and paid membership program, in 2022.)
The Peloton content will be updated on a weekly basis on the Studio device and companion app, with new content produced by lululemon through spring of next year.
In addition, exclusive Peloton content will be available to people who sign up for lululemon’s free Essential membership program, which currently has more than 13 million members.
“We’re excited to collaborate with Peloton to connect with our highly engaged communities across North America and in markets around the world,” said Celeste Burgoyne, president, Americas and global guest innovation, lululemon.
“As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton members and fans,” said Celeste Burgoyne, president, Americas and global guest innovation, Lululemon. “Our two companies share a vision to advance wellbeing through movement, and this partnership ensures our Lululemon Studio members will have access to the most expansive and dynamic offering of fitness content possible.”
Together, the brands will engage their global community of members through technical athletic apparel, real life experiences, special programming and original content, expanding the brand awareness and reach for both companies, according to a release.
“Our brands create transformational experiences, products, and content that build meaningful connections and unlock greater possibilities for our Members, anytime, anywhere,” said Dion Camp Sanders, chief emerging business officer at Peloton. “By bringing together the best in fitness content with the best in athletic apparel, we’ll give our communities one-of-a-kind experiences and special content that will inspire them to achieve their goals.”
Starting on November 1, 2023, lululemon Studio All-Access Members will have access to thousands of Peloton classes for the same price they pay today, as Peloton becomes the exclusive provider of digital fitness content to lululemon Studio Members. Peloton content will be updated on a weekly basis on the Studio device and companion app, with new Studio content produced by lululemon through Spring of next year. In addition, exclusive Peloton content will be available to people who sign up for lululemon’s free Essential membership program, which currently has more than 13 million Members.
lululemon intends to discontinue selling the lululemon Studio Mirror before the end of the year and will continue to provide ongoing service and support for Mirror devices. lululemon will also discontinue its digital app-only membership tier on November 1, 2023, and current lululemon Studio app-only members will be offered an opportunity to become a Peloton App One Member.
Founded in 2012 and headquartered in New York City, Peloton has nearly 7 million members across the US, UK, Canada, Germany and Australia.