Peloton and lululemon Partner to Create 20 Million-Strong Community

Peloton and lululemon have announced a five-year strategic global partnership that aims to bring together fitness content and athletic apparel and create a combined community of over 20 million members and guests.

Under this partnership, Peloton will become the exclusive digital fitness content provider for lululemon, while lululemon will become Peloton’s primary athletic apparel partner, the companies said in a Wednesday (Sept. 27) press release.

The two brands will engage their global communities in the United States, Canada, the United Kingdom, Germany and Australia through technical athletic apparel, real-life experiences, special programming and original content, according to the release.

Celeste Burgoyne, president, Americas and global guest innovation at lululemon, said in the release, “This partnership will create a powerful product offering for Peloton members and fans. Our two companies share a vision to advance well-being through movement, and this partnership ensures our lululemon Studio members will have access to the most expansive and dynamic offering of fitness content possible.”

Dion Camp Sanders, chief emerging business officer at Peloton, added, “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.”

Starting from Oct. 11, co-branded apparel across lululemon’s product lines will be available for purchase at Peloton retail stores and online in the U.S., U.K. and Canada. This availability will expand to all five of Peloton’s global markets by March 2024, according to the press release.

Additionally, starting from Nov. 1, lululemon Studio All-Access Members will have access to thousands of Peloton classes for the same price they pay today, the release said. Peloton content will be regularly updated on the Studio device and companion app, with new content produced by lululemon through spring of next year.

As part of this partnership, lululemon intends to discontinue selling the lululemon Studio Mirror before the end of the year, per the release. However, ongoing service and support for Mirror devices will continue. Furthermore, lululemon will discontinue its digital app-only membership tier on Nov. 1, offering current app-only members the opportunity to become Peloton App One Members.

The partnership will also involve select Peloton instructors becoming lululemon Ambassadors, the release said.

These moves come at a time when Peloton has seen a reduction in new quarterly subscribers. The firm reported Aug. 23 that during the most recent quarter, there was a decline of 29,000 subscribers in contrast to the preceding quarter. Compared to the prior year, there was a 4% gain.

For its part, lululemon has faced challenges in its connected fitness venture, as was evident from a workforce downsizing at its fitness studios in July.