Lululemon expands digital workout offering

Lululemon is renewing and extending a partnership with fitness franchisor Xponential Fitness to provide more subscription digital content.

The specialty activewear retailer is bringing an expanded selection of digital workouts to its Lululemon Studio service. Lululemon Studio, which is accessible through the rebranded Lululemon Studio Mirror platform, Lululemon app and in-person experiences, builds upon more than 10,000 on demand and livestreamed classes that have been available with a Mirror subscription, and adds expanded content from fitness and wellness partners across North America. (Lululemon acquired Mirror in 2020.)

Now the retailer is renewing a partnership with Xponential Fitness to increase the number of workouts from Pure Barre, Rumble, AKT, and YogaSix on the platform. The Xponential workouts on Lululemon Studio showcase instructors from Xponential's own digital platform, Xponential+

The two companies launched their collaboration in October 2022. As part of the joint offering, Lululemon Studio members can also discounted classes at the brick-and-mortar locations of these brands across the country.

“We’re thrilled to extend our partnership with Xponential Fitness and bring an expanded selection of their world class workouts to Lululemon Studio,” said Celeste Burgoyne, president, Americas and global guest innovation at Lululemon. “Our guests are looking for hybrid fitness options, and this extension of our partnership will enable them to continue to access workouts from Pure Barre, Rumble, AKT, and YogaSix both digitally and through in-person fitness experiences.”

“Xponential acknowledges the evolving landscape of the modern fitness consumer, who seeks a seamless blend of digital and in-person workouts that cater to their diverse needs,” said Garrett Marshall, president of Xponential+. "In line with lululemon's vision, Xponential is dedicated to bridging the gap between digital and in-person fitness experiences. We recognize the dynamic expectations of today's hybrid fitness consumer and are very pleased to continue our partnership with lululemon."

Lululemon Studio – a closer look

Lululemon Studio is a central component of the company’s new paid membership program, which requires the use of Studio Mirror. Members pay $39 a month to receive unlimited access to the content from Lululemon Studio and its partners, 10% off Lululemon purchases, discounts for in-person classes at Lululemon Studio’s partner locations and unlimited access to classes held in Lululemon experiential stores.

Paid members will also have access to all the features in Lululemon’s “essential membership” program, which the retailer is offering for free to all customers. It includes shopping perks, community experiences and access to select Lululemon Studio classes at no cost. Members also get early access to product drops, receipt-free returns in-store, and more.

Lululemon Athletica Inc. is a technical athletic apparel, footwear and accessories company for yoga, running, training, and most other activities.