In an exciting development for the fitness industry, Canadian athletic apparel retailer Lululemon Athletica Inc. and American exercise equipment company Peloton Interactive Inc. have announced a five-year strategic global partnership. This collaboration marks a significant milestone in the fitness world, bringing together two of the most influential brands in the industry.
Lululemon, a Vancouver-based company renowned for its high-quality yoga and running gear, has been appointed as Peloton’s primary athletic apparel partner. The partnership will see co-branded Lululemon apparel available at Peloton retail stores and on Peloton’s website in the U.S, United Kingdom, and Canada starting next month. The reach of this partnership is expected to extend to Germany and Australia by March 2024, further solidifying the global impact of this alliance.
The partnership also signifies a shift in digital fitness content provision. Peloton, a New York-based company known for its interactive fitness products, will become the exclusive digital fitness content provider for Lululemon. Subscribers to the $39-per-month Lululemon Studio All-Access will now gain access to Peloton classes, offering a more expansive and dynamic range of fitness content.
This collaboration is not just about product availability; it’s about creating a community. Several Peloton instructors will become Lululemon ambassadors, further intertwining the two brands. The partnership aims to engage their global community of members through technical athletic apparel, real-life experiences, special programming, and original content, expanding brand awareness and reach for both companies.
However, the partnership also brings changes. Lululemon will discontinue selling its Mirror fitness hardware, a $1,500 interactive screen that streamed live and on-demand workout classes. Despite this, Lululemon will continue to provide service and support to Mirror users. Additionally, Lululemon will end its digital app-only membership tier, allowing current members to become a Peloton App One Member.
The partnership between Lululemon and Peloton is a testament to their shared vision of advancing wellbeing through movement. It’s about creating transformational experiences, products, and content that build meaningful connections and unlock greater possibilities for their members. As we look forward to the months ahead, this partnership promises to bring a new dimension to the fitness and wellbeing journeys of their growing guest and member communities.