Lululemon ends partnership with Mirror, aligns with Peloton instead.

Bringing Fitness and Style Together: Peloton and Lululemon Team Up

Here's a lowdown on the exciting five-year global strategic partnership between Peloton and Lululemon. Both brands are reportedly set to shake things up in the world of fitness and fashion!

Partnership AnnouncementA press release on Wednesday revealed the collaboration, confirming Peloton as Lululemon's exclusive digital fitness content provider, while Lululemon will be Peloton's primary athletic apparel partner.

Changes for LululemonLululemon plans to discontinue the sale of Lululemon Studio Mirror by the end of this year, maintaining support for Mirror devices. Additionally, the digital app-only membership tier will cease on November 1, offering customers the option to switch to Peloton App One membership instead.

Colors and Classes CombineStarting from October 11, co-branded apparel from Lululemon will be available at Peloton retail stores and online in the US, UK, and Canada. Lululemon Studio All-Access Members will gain access to thousands of Peloton classes at their existing price, starting from November 1. Some Peloton instructors will also be joining Lululemon's roster of ambassadors.

Boosting Each Other's StrengthsThe partnership aims to help both companies address previous challenges. Celeste Burgoyne, Lululemon Americas and global guest innovation president, stated that the planned initiative will create a powerful product offering for Peloton Members and fans, and provide Lululemon Studio Members with access to a dynamic fitness content library.

Continuing Partnership EffortsBy spring of next year, Lululemon will produce digital fitness content, continuing its partnership with Xponential Fitness, which offers Lululemon Studio members digital workouts and discounted rates at physical fitness studios.

Overcoming Past SetbacksLululemon's venture into at-home fitness equipment with the Mirror workout device in 2020 didn't quite pan out as planned. However, this new partnership with Peloton offers joint benefits for both companies, providing expansion opportunities and revenue generation.

Shaking Things Up for PelotonFor Peloton, the expanded focus on apparel is a significant step away from its more traditional at-home fitness device offerings. The collaboration comes after some legal trouble with Lululemon over apparel designs. Recently, Peloton hired industry veteran Cédric Fletcher as senior vice president of apparel and accessories and named Nick Caldwell as chief product officer following co-founder Tom Cortese's departure. The partnership with Lululemon will likely bolster Peloton's credibility in the apparel market, contributing to revenue diversification.

This partnership between Peloton and Lululemon could mark a new era of collaboration in the fitness industry. While both compete with tech giants and startups, their premium positioning and shared focus on health-conscious consumers make them a strong match. With Peloton's extensive content library and Lululemon's popular athleisure offerings, it's an exciting time to be a fitness enthusiast!

The collaboration between Peloton and Lululemon is a strategic partnership aiming to revolutionize the fitness and fashion industries.
As per the agreement, Peloton will serve as Lululemon's exclusive digital fitness content provider, while Lululemon will be Peloton's primary athletic apparel partner.
Lululemon is discontinuing sales of the Lululemon Studio Mirror by year-end, continuing support for Mirror devices and offering customers a switch to Peloton App One membership.
Co-branded apparel from Lululemon will be available at Peloton retail stores and online from October 11 in the US, UK, and Canada.
In the partnership, both companies aim to leverage each other's strengths, with Lululemon providing access to a dynamic fitness content library and Peloton contributing to revenue diversification.
By the spring of next year, Lululemon will produce digital fitness content, continuing its partnership with Xponential Fitness for Lululemon Studio members.
The new alliance comes after Peloton's legal issues regarding apparel designs with Lululemon and recent hirings of Cédric Fletcher as senior vice president of apparel and accessories and Nick Caldwell as chief product officer. This partnership will likely strengthen Peloton's presence in the apparel market, marking a significant departure from its traditional at-home fitness device offerings.