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Lululemon's subscription plan delivers fitness wherever, whenever and how its customers want it

September 30, 2022

Lululemon sportsica on Wednesday revealed an expansion of its Studio Mirror subscription plan that combines the company’s wall-mounted remote fitness technology with personalized experiences, early access to events and merchandise discounts.

The program, lululemon Studio, will launch on October 5th.

“The fitness needs of our guests have evolved, and studio lululemon is working to solve them by providing members with access to fitness content from world-class trainers and studio partners at home, on-the-go and live in studios across North America,” said Nikki Neuburger, chief brand officer. commercial, lululemon, in a statement. “lululemon Studio unlocks the diversity our community has told us they are looking for right now. You no longer have to choose between going to your favorite studio or streaming a class at home – you can have both.”

Studio will seek to build on more than 10,000 on-demand chapters and live broadcasts delivered through Studio Mirror. Subscribers who pay $39 a month will now have access to additional online studios including AARMY, Y7 Studio, DOGPOUND, FORWARD__Space, Pure Barre, Rumble, AKT and YogaSix. They can also choose to take lessons at these studios in person at a 20 percent discount.

The studio program will help position lululemon to take advantage of Americans’ hybrid fitness habits developed during the pandemic. Sixty-five percent of fitness consumers report having hybrid routines, according to McKinsey, quartz reports.

sees Lululemon fitness programming and studio partnerships as a way to advance the community-building efforts that have been at the heart of its success since the beginning. This, in turn, will boost the series’ sales efforts, with studio subscribers gaining early access to lululemon events and 10 percent discounts on merchandise up to $5,000 annually.

New members of lululemon Studio will need to purchase a mirror, and the retailer is offering a special price of $795 and free on-device delivery. Existing Mirror subscribers are automatically added to the program at no additional cost.

“We see lululemon studio as the go-to daily destination for experiencing the most dynamic content from the industry’s best trainers and studios, covering a range of fitness types for all levels.” said Michael Aragon, CEO of lululemon Digital Fitness.

Lululemon acquired The Mirror for $500 million in 2020.

Discussion Questions: Will lululemon Studio become the go-to destination for a large percentage of the retailer’s customers? Where do you see the most useful program lululemon?


“Lululemon should partner with a gym or fitness studio that helps truly engage clients wherever they are.”