Lululemon and Peloton inked a five-year strategic global partnership whereby Peloton becomes the exclusive digital fitness content provider for Lululemon, and Lululemon is the primary athletic apparel partner to Peloton.
Lululemon and Peloton will “engage their global community of members in the United States, Canada, the United Kingdom, Germany, and Australia through technical athletic apparel, real-life experiences, special programming, and original content, expanding the brand awareness and reach for both companies.” 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. “As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton Members and fans. Our two companies share a vision to advance wellbeing through movement, and this partnership ensures our Lululemon Studio Members will have access to the most expansive and dynamic offering of fitness content possible.”
“Our brands create transformational experiences, product and content that build meaningful connections and unlock greater possibilities for our Members, anytime, anywhere,” said Dion Camp Sanders, chief emerging business officer at Peloton. “By bringing together the best in fitness content with the best in athletic apparel, we’ll give our communities one-of-a-kind experiences and special content that will inspire them to achieve their goals.”
Beginning October 11, co-branded apparel across Lululemon’s product lines will be sold at Peloton retail stores and online at apparel.onepeloton.com in the U.S., U.K. and CA (and in all five of Peloton’s global markets by March 2024), over the course of three events that will be added to Peloton’s scheduled Peloton on Tour, starting with Chicago on October 5-7.
On November 1, Lululemon Studio All-Access Members will have access to Peloton classes with no price increase, as Peloton becomes the exclusive provider of digital fitness content to Lululemon Studio Members.
Peloton content will be updated weekly on its Studio device and companion app, with new Studio content produced by Lululemon through the Spring of 2024. In addition, exclusive Peloton content will be available to consumers who sign up for Lululemon’s free Essential membership program.
Lululemon intends to discontinue selling the Lululemon Studio Mirror before the end of 2023 but continue to provide ongoing service and support for Mirror devices. Lululemon will also discontinue its digital app-only membership tier on November 1. Lululemon Studio app-only members will have the opportunity to become a Peloton App One Member.
Burgoyne added, “In the months ahead, we look forward to bringing this partnership to life with Peloton and leveraging the strengths of both brands to further support our growing guest and member communities on their fitness and wellbeing journeys.”
Photo courtesy Lululemon
