Wednesday, February 1, 2023

Lululemon puts Mirror acquisition to use with Lululemon Studio program

Dive Temporary:

  • After teasing a Lululemon Studio membership earlier this yr, Lululemon on Wednesday formally introduced its alternative for Mirror’s health subscription. This system prices $39 per thirty days and requires the person to personal a Mirror.
  • Lululemon Studio, which is able to launch subsequent Wednesday, can be utilized by way of the Mirror at-home health system, by way of the app and by way of in-person “experiences.” This system consists of Mirror’s unique choices and provides courses from health studios like Aarmy, Dogpound, Pure Barre and Yoga Six.
  • On the identical time, Lululemon mentioned it will begin promoting the Mirror for $795 (nearly half worth the worth on the time of publishing) come Wednesday and can also be rolling out a free membership known as Lululemon Important Membership. The important plan is just not tied to Mirror and consists of free entry to Lululemon Studio courses, early entry to product drops, receipt-free returns and different buying perks.

Dive Perception:

As promised, a brand new Lululemon loyalty and content material membership is right here. 

Lululemon Studio requires buyers to personal the Mirror system — which Lululemon acquired greater than two years in the past — however this system comes with advantages outdoors of the at-home health system. Members additionally get discounted courses at Lululemon’s studio companions, limitless entry to Lululemon’s in-person courses, 10% off purchases (with a restrict of $5,000 per yr) and all the advantages of its free important membership.

The launch additionally helps reply some longstanding questions about what function Mirror will play in Lululemon’s enterprise and the way the corporate plans to work towards profitability in its health arm. After the acquisition, Lululemon started promoting the health tech in shops, however stored comparatively quiet in regards to the enterprise’ monetary efficiency and path to profitability.

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“It’s going to generate income, it’s going to generate its personal profitability, and it’s going to have the retention and spend advantages that you’ve inside the loyalty program and one thing that’s actually distinctive inside the market,” Lululemon CEO Calvin McDonald mentioned of Lululemon Studio in April.

Lululemon has been emphasizing content material at Mirror, opening a second manufacturing studio final yr to double the quantity of courses Mirror may supply. And when Mirror’s founder Brynn Putnam stepped down from the CEO submit a yr in the past, she was changed in January by Amazon Twitch’s chief content material officer.

“Our company’ health wants have developed and lululemon Studio is fixing for them by offering members with entry to health content material from our world-class trainers and studio companions at house, on the go and reside in studios round North America,” Chief Model Officer Nikki Neuburger mentioned in an announcement. “Lululemon Studio unlocks the flexibility our neighborhood has informed us they’re in search of now.”

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