lululemon Studio and innovating powerful guest experiences

Following the unveiling of our Power of Three ×2 growth plan this spring, I wanted to spotlight each of our strategic pillars – Product Innovation, Guest Experience, and International Expansion – and share my perspective on the role an intentional growth strategy can have in accelerating innovation and driving value creation within an organization.

Today, we are so excited to launch lululemon Studio, our connected fitness platform that bridges the gap between at-home fitness and in-person workouts.

When we acquired MIRROR in 2020, we saw an incredible opportunity to support our guest experience growth strategy. At lululemon, our goal is always to serve our guests in a way that solves for unmet needs, so as a leadership team, we were intent on creating a truly unique and versatile offering that captured the cornerstones of our guest experience at lululemon: creating connection, cultivating community, celebrating product, and inspiring innovation.

We explored the fitness behaviours of our guests, knowing health and wellbeing have never been more important than they are today. We looked at how the pandemic reshaped daily routines and preferences, from the comfort and convenience of at-home workouts to the excitement of reconnecting in person. The way people work out has shifted, with more emphasis on flexibility and choice.?

We also made a conscious choice to be a partner to in-person fitness. As a brand with deep roots and relationships in our local communities – in our stores, in studios, and through our ambassadors – we wanted to honour our history and valuable relationships. Expanding our community through the addition of eight new premium Studio partners, including AARMY, Y7 Studio, DOGPOUND, FORWARD__Space, Pure Barre, Rumble, AKT, and YogaSix, felt like a natural next chapter. We see this as an opportunity for lululemon and our Studio partners to win together, be stronger together, and bring a compelling proposition to our guests and strengthen these relationships.

The unmet need, and our intention, became clear – to deliver the hybrid fitness experience people are seeking. MIRROR’s power has always been its flexibility as an immersive and interactive fitness platform. The evolution to lululemon Studio is a powerful reflection of our integrated approach to guest experience, combining the power of our stores, ambassadors, studios, communities, and events into a seamless experience across both physical and digital channels that offers choice and can grow and evolve with our guests.

With lululemon Studio also comes the pinnacle expression of our new lululemon membership program, grounded in cultivating community by bringing members together to access both online and discounted in-person classes from our new studio partners, as well as exclusive access to other lululemon events, product discounts, and in-store experiences.

I’m really proud of this moment, and inspired by how our teams came together across lululemon and MIRROR to create something that speaks to who we are as a brand and truly stands out within the industry. I'm excited to see how our guests respond to lululemon Studio, and look forward to continuing to build this connected community.