Lululemon Throws in the Towel on Mirror Fitness Device, Partners With Peloton
More than three years after acquiring fitness startup Mirror to go after Peloton’s explosive pandemic-era growth, Lululemon will discontinue the Mirror interactive fitness device and join forces with Peloton on fitness content and apparel.
Under the terms of the five-year deal, Peloton will become Lululemon's exclusive digital fitness content provider, while Lululemon will become Peloton's primary athletic apparel partner.
Lululemon currently offers two online workout plans: the $39-per month Studio All-Access Membership for those with a Mirror Studio device; and the $12.99-per-month Studio App for those without a Mirror. Effective Nov. 1, Lululemon Studio All-Access members will gain access to Peloton classes "for the same price they pay today," Lululemon says. The Studio App is going away, but members can instead join Peloton App One.
Lululemon will continue to provide service and support for existing Mirror devices. Peloton content will be updated on the Mirror and in the app each week. Lululemon has committed to producing new Studio content through at least spring 2024.
Starting Oct. 11, meanwhile, Peloton will sell co-branded Lululemon clothing in its stores and online in the US, UK, and Canada. (Lululemon sued Peloton in 2021 for allegedly copying its clothing lineup; the two sides settled a year ago.)
The news comes after a rough few years for both brands. Though it saw major gains in 2020 thanks to remote workers eager to pedal away their pandemic anxiety on pricey exercise bikes, Peloton struggled to maintain momentum and bumbled its way through several product recalls.
Lululemon, meanwhile, overestimated how many people wanted an aging interactive exercise mirror. In recent years, the Mirror has fallen behind
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