Lululemon ties fitness platform into paid membership program

Lululemon Athletica Inc. is rebranding and expanding its home fitness platform Mirror and making it integral to its new paid membership program.

On Oct. 5, the company will launch Lululemon Studio, a new service that will be accessible through the rebranded Lululemon Studio Mirror platform, Lululemon app and in-person experiences. The platform builds upon more than 10,000 on demand and live-streamed classes that have been available with a Mirror subscription, and adds expanded content from some of the most notable fitness and wellness partners across North America. (Lululemon acquired Mirror in 2020.)

“Mirror has always been one of the most flexible platforms that can adapt to changing fitness trends. said Michael Aragon, CEO, Lululemon Digital Fitness. “With Lululemon Studio, we’re expanding our offering to solve for our guests’ needs, extending our relationships with new studio partners and our ambassadors to add hundreds of hours of content in one place, while providing access to in-person studio classes for the ultimate hybrid experience. We see Lululemon Studio as being the daily go-to destination for experiencing the most dynamic content from the industry’s top trainers and studios, covering a range of fitness genres for all levels.”

Lululemon Studio will be a central component of the company’s new paid membership program, which requires the use of Studio Mirror and also launches on Oct. 5. Members will pay $39 a month to receive unlimited access to the content from Lululemon Studio and its partners, 10% off Lululemon purchases, discounts for in-person classes at Lululemon Studio’s partner locations and unlimited access to classes held in Lululemon experiential stores. (Existing Mirror members will automatically become Lululemon Studio members.)

Paid members will also have access to all the features in Lululemon’s “essential membership” program, which the retailer is offering for free to all customers. It includes shopping perks, community experiences and access to select Lululemon Studio classes at no cost. Members also get early access to product drops, receipt-free returns in-store, and more.

Lululemon also announced it will be offering the Studio Mirror for a special price of $795 and free delivery as of Oct. 5.