Peloton and Lululemon join forces to create digital fitness content

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A new partnership to inspire fitness enthusiasts

Peloton, the leading interactive fitness platform, and Lululemon, the global athletic apparel company, have announced a five-year strategic global partnership that will bring together the best in fitness content and athletic apparel. The partnership aims to engage their combined community of more than 20 million members and guests through co-branded apparel, special programming, original content, and real life experiences.

Peloton will become the exclusive digital fitness content provider for Lululemon, and Lululemon will become the primary athletic apparel partner to Peloton. Starting from October 11, 2023, co-branded apparel across Lululemon’s product lines will be available for purchase at Peloton retail stores and online in the US, UK, and CA (and in all five of Peloton’s global markets by March 2024).

Peloton shares soar on the news

The news of the partnership sent Peloton shares soaring by 30% in extended trading on Wednesday, September 27, 2023. The fitness company’s stock has been struggling in recent months due to supply chain issues, increased competition, and a recall of its treadmills following safety concerns. However, the partnership with Lululemon could boost Peloton’s brand awareness, customer loyalty, and revenue growth.

Peloton and Lululemon join forces

According to analysts, the partnership could also help Lululemon expand its digital presence and reach new customers who are interested in fitness and wellness. Lululemon has been investing in its online platform, including its own digital fitness content service called Lululemon Studio, which offers yoga, meditation, and pilates classes. As part of the partnership, Peloton will develop all content for Lululemon Studio beginning early 2024.

A shared vision to advance wellbeing through movement

Both Peloton and Lululemon share a vision to advance wellbeing through movement and to create transformational experiences, products, and content that build meaningful connections and unlock greater possibilities for their members. The partnership will also involve a select number of Peloton instructors becoming Lululemon ambassadors, and both brands collaborating on events, activations, and community initiatives.

“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, Americas and Global Guest Innovation, Lululemon. “As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton members and fans.”

“Our brands create transformational experiences, products, 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.”

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