Lululemon to launch subscription service that requires Mirror home fitness device
On October 5, Lululemon will launch a new subscription service that requires a Mirror home fitness device. Lululemon Studio builds on the 10,000 on-demand and live lessons already accessible with a Mirror subscription. Members will have access to past online content from studio partners, be able to stream new courses they post weekly, and be able to sign up for in-person classes at their physical locations at a discount. At the moment, the program lists eight partner studios, namely AARMY, Y7 Studio, DOGPOUND, FORWARD__Space, Pure Barre, Rumble, AKT and YogaSix. Members will also receive discounts on Lululemon products and early access to its events.
As The New York Times notes, the new program is part of the company's efforts to expand Mirror's reach. Lululemon bought interactive home gym startup Mirror for $500 million in 2020 at the height of COVID-related lockdowns, when people had no choice but to workout at home. As restrictions eased, people started flocking to gyms again. Home fitness businesses found that their sales were down and the demand for their products was much lower than before. Peloton, for example, suffered a massive $757.1 million loss in the first three months of 2022. Lululemon itself cut its 2021 Mirror sales outlook to $125-130 million from $250 million. and $275 million.
In an interview with The Times, Lululemon CEO Calvin McDonald said, "What we saw in terms of connected fitness was a shift in change following the pandemic where customers were really asking and looking for the convenience and ability of not just having a solution to work out at home. Profitability is in our control. We choose to invest to grow the business. McDonald's didn't say how many Mirror users it has, but it has apparently attracted new customers to the brand, and said the company expects Mirror to make up 5% of its sales over the next five years. next few years.
A Lululemon Studio subscription will cost $39 per month, and all current Mirror subscription members will automatically become Studio members. Those who don't already have a mirror will need to get one first. To lower the barrier to entry, Lululemon will reduce the price of Mirror by nearly 50% and sell it for $795 (original price is $1,495) for a limited time starting October 5.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you purchase something through one of these links, we may earn an affiliate commission. All prices correct at time of publication.
On October 5, Lululemon will launch a new subscription service that requires a Mirror home fitness device. Lululemon Studio builds on the 10,000 on-demand and live lessons already accessible with a Mirror subscription. Members will have access to past online content from studio partners, be able to stream new courses they post weekly, and be able to sign up for in-person classes at their physical locations at a discount. At the moment, the program lists eight partner studios, namely AARMY, Y7 Studio, DOGPOUND, FORWARD__Space, Pure Barre, Rumble, AKT and YogaSix. Members will also receive discounts on Lululemon products and early access to its events.
As The New York Times notes, the new program is part of the company's efforts to expand Mirror's reach. Lululemon bought interactive home gym startup Mirror for $500 million in 2020 at the height of COVID-related lockdowns, when people had no choice but to workout at home. As restrictions eased, people started flocking to gyms again. Home fitness businesses found that their sales were down and the demand for their products was much lower than before. Peloton, for example, suffered a massive $757.1 million loss in the first three months of 2022. Lululemon itself cut its 2021 Mirror sales outlook to $125-130 million from $250 million. and $275 million.
In an interview with The Times, Lululemon CEO Calvin McDonald said, "What we saw in terms of connected fitness was a shift in change following the pandemic where customers were really asking and looking for the convenience and ability of not just having a solution to work out at home. Profitability is in our control. We choose to invest to grow the business. McDonald's didn't say how many Mirror users it has, but it has apparently attracted new customers to the brand, and said the company expects Mirror to make up 5% of its sales over the next five years. next few years.
A Lululemon Studio subscription will cost $39 per month, and all current Mirror subscription members will automatically become Studio members. Those who don't already have a mirror will need to get one first. To lower the barrier to entry, Lululemon will reduce the price of Mirror by nearly 50% and sell it for $795 (original price is $1,495) for a limited time starting October 5.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you purchase something through one of these links, we may earn an affiliate commission. All prices correct at time of publication.
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