Lululemon announces launch of its new fitness membership program platform

Lululemon athletic apparel retailer headquartered in British Columbia acquired Mirror interactive fitness firm in 2020 for $500 million, and now it is using it to amplify its home workout programs. It is launching its fitness program platform to offer membership to individuals who want to try various workouts both at home and in person with assistance from top trainers and prime fitness studio partners such as Rumble, Pure Barre, and Dogpound.

Lululemon announced on Wednesday, Sept. 28, that it has been expanding the reach of its interactive fitness start-up and pushing it to become the main part of its paid membership program that it simply named Lululemon Studio.

As per The New York Times, membership at the new fitness studio will be $39 per month, and this will give members access to thousands of streaming and in-person workout selections. There will be special discounts and perks exclusive to members when they buy apparel and other items at Lululemon stores.

The benefits will also extend to the offering of free classes in the stores plus early access to Lululemon events. Then again, the Mirror device is purchased separately and is a requirement for membership at the new Lululemon Studio, which is set to formally debut on Oct. 5.

“Our guests’ fitness needs have evolved and lululemon Studio is solving for them by providing members with access to fitness content from our world-class trainers and studio partners at home, on the go and live in studios around North America,” Lululemon’s chief brand officer, Nikki Neuburger, said in a press release.

The company CBO added, “lululemon Studio unlocks the versatility our community has told us they are looking for now. No longer will you have to choose between going to your favorite studio or streaming a class at home - you can have both.”

Lululemon’s digital fitness’ chief executive officer, Michael Aragon, further said that Mirror has always been one of the most flexible platforms around as it can easily adjust to the fast-changing trends in the fitness industry. Thus, they are expanding their offering with Lululemon Studio, which is supported by Mirror’s interactive technologies.