Peloton has announced a five-year strategic partnership with lululemon. Peloton shared the news via Instagram with a quick teaser video:
Peloton x @lululemon
First collection dropping 10.11
As shared in a press release Peloton will become the exclusive digital fitness content provider for lululemon, and lululemon will become Peloton’s primary apparel partner. lululemon shared more details with their members in an email as well, which you can find at the bottom of this article.
Beginning October 11, 2023 co-branded lululemon and Peloton apparel will be available for purchase in Peloton retail stores and on the Peloton Apparel website. Products will launch in the United States, Canada, and the United Kingdom – but are also expected to be available in Germany and Australia by March of 2024.
In a comment on social media, Peloton clarified that “co-branded apparel across lululemon’s Run, Train, Yoga, and Casual product lines” would be available to purchase via Peloton’s stores (in US, CA and UK at first).
There will also be three special events added to the remaining Peloton on Tour itineraries – Chicago, Berlin, and London – in celebration of the partnership launch. Finally, select Peloton instructors will become ambassadors for lululemon; you can read more about who the ambassadors are here.
Beginning on November 1, 2023, lululemon Studio All-Access members – i.e. those who own a Studio Mirror device – will have access to some Peloton content at no additional cost. According to the release:
Starting on November 1, 2023, lululemon Studio All-Access Members will have access to thousands of Peloton classes for the same price they pay today, as Peloton becomes the exclusive provider of digital fitness content to lululemon Studio Members. Peloton content will be updated on a weekly basis on the Studio device and companion app, with new Studio content produced by lululemon through Spring of next year. In addition, exclusive Peloton content will be available to people who sign up for lululemon’s free Essential membership program, which currently has more than 13 million Members.
In other statements, they say beginning Nov 1, lululemon members will get access to “to over a thousand Peloton classes” – which implies they might not be getting the full Peloton on-demand library, rather, a large portion of it. More details are expected to be available about this soon.
Though not entirely clear, this also seems to suggest that Studio Mirror owners will be able to stream Peloton content directly on their device. Update – In a FAQ about the transition, lululemon clarified this would be the case, saying:
Starting on November 1, members will have access to Peloton’s extensive breadth of digital fitness content on their Mirror devices and companion app, at their current lululemon Studio All-Access membership price, and will continue to receive their lululemon shopping benefits.
While lululemon will produce some of their own content into 2024, they “will no longer offer digital content and in-person studio discounts from DOGPOUND, FORWARD__Space, AARMY, Y7 Studio, Pure Barre, Rumble, Yoga Six, and AKT. We look forward to continuing to partner with these amazing fitness leaders, which could include offering in-person experiences to our community. ”
Moreover, lululemon will reportedly stop selling the Studio Mirror by the end of this year. However, they will continue providing support to existing device owners.
In addition, lululemon will discontinue its digital app-only membership tier on November 1, and will offer current app-only members the ability to switch over to a Peloton App One membership (the mid-level tier). Those on a monthly subscription will be able to access content through when their month expires in November, while those on an annual membership will have access through 12/31/23, and then receive a prorated refund.
Select Peloton content will be available to those on lululemon’s free “Essential Membership Program” – which has about 13 million members.
Peloton’s Chief Emerging Business Officer Dion Camp Sanders provided the following quote about the new partnership:
“Our brands create transformational experiences, products, and content that build meaningful connections and unlock greater possibilities for our Members, anytime, anywhere…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.”
This partnership was announced almost exactly one year after Peloton and lululemon settled their ongoing lawsuit.
lululemon’s CEO sent an email out to Mirror owners, trying to share more details. You can find that email in it’s entirety below:
Hello,
Today, we’re excited to announce a new multi-year partnership that will see Peloton become the exclusive digital fitness content provider for lululemon, bringing you more classes from more of the world’s top instructors.
Peloton is known for its world-class instructors and powerfully immersive classes which, together, deliver impactful and engaging experiences for anyone, anywhere and at any stage in their fitness journey. We’re excited about what this collaboration promises for the future of your experience and helping you meet your goals as we bring world-class athletic apparel and fitness content together for our shared communities.
Starting Nov 1, 2023, we will be adding over a thousand Peloton classes to the already extensive lululemon Studio library. This infusion of classes will span Strength, Yoga, Cardio, Meditation, Pilates and Stretching, with even more genres to follow. And, we will further enhance your experience by adding totally new series, including:
Crush Your Core strength classes Flash 15 weekly strength classes Family Content! Fit Family Cardio, Strength and Yoga Resistance Band Training Mobility classes Standing Core Low Impact Cardio Peloton’s popular weekly training Strength Roll Call series Total 60: 1 Hour Strength with Andy Speer and more…
New Peloton classes will continue to be added to the lululemon Studio app and accessible via your Mirror each week.
As an existing member, you will receive all this new fitness content from Peloton at your current subscription price, and you will continue to receive your always on 10% off shopping benefit with lululemon.
We will also continue to support and service your Mirror.
As we make this transition, you will continue to see new live and on-demand content from our lululemon Studio trainers into next year. You will still be able to access lululemon Studio’s on-demand catalog, alongside Peloton’s extensive and growing library. Together, we’ll give you access to a diverse and comprehensive collection of digital fitness content.
We will follow-up with more details about this transition soon, but if you have any immediate questions about this new partnership—or your lululemon membership—please contact us at hello@lululemonstudio.com.
For more information on this change, please visit our FAQ here.
Thank you for being a valued member, and we hope you’re excited to enjoy even more classes, get more out of your membership, and reach your fitness and wellbeing goals.
Mike Aragon CEO, lululemon Studio
We will share more information regarding this developing story as details become available!
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