Lululemon and Peloton have entered a “multi-dimensional” agreement through which Peloton will be the exclusive digital fitness content provider for Lululemon, which will become Peloton’s primary athletic apparel partner.
As a result of this relationship, Lululemon plans to make strategic changes to its technology portfolio, beginning with discontinuing the sale of its Studio Mirror product before the end of 2023, although Lululemon will continue to provide ongoing service and support for Mirror devices. The company also will discontinue its digital app-only membership tier on Nov. 1, 2023.
However, Lululemon Studio All-Access Members will then immediately have access to thousands of Peloton classes for the same price they pay with their current subscription tiers. Peloton content will be updated weekly on the Studio device and companion app, with new Studio content produced by lululemon through Spring 2024. Exclusive Peloton content also will be available to people who sign up for lululemon’s free Essential membership program.
Beginning Oct. 11, 2023, co-branded apparel across Lululemon’s product lines will be available for purchase at Peloton retail stores and online in the U.S., UK and Canada, expanding to all five of Peloton’s global markets by March 2024. The line’s launch will be celebrated at three new events on the already-scheduled Peloton on Tour event experience, starting with an activation in Chicago Oct. 5-7, 2023.
Driving Brand Awareness and Growth, Together
The five-year strategic partnership is designed to tap into audience adjacencies and create a combined community of more than 20 million members and guests across the U.S., Canada, the UK, Germany and Australia. A combination of apparel, original content, special programming and physical experiences will help both companies boost brand awareness and reach. In addition, a select number of Peloton Instructors will become Lululemon Ambassadors as part of the partnership.
“We’re excited to collaborate with Peloton to connect with our highly engaged communities across North America and in markets around the world,” said Celeste Burgoyne, President of Americas and Global Guest Innovation at Lululemon in a statement. “As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton members and fans.”
This is likely one of many partnerships in the pipeline for Peloton; the company shared in its Q4 2023 shareholder letter that it is prioritizing a global partnership growth initiative. While the company focused on partnerships with Liverpool FC and the University of Michigan, the company added that “more announcements about additional global partners” would be revealed in “the weeks ahead.”