Peloton and lululemon join forces for global apparel and content partnership

Peloton and lululemon have signed a five-year strategic deal that sees Peloton providing exclusive digital fitness content for lululemon, while the Canadian brand will become the primary athletic apparel partner to Peloton.

The two brands say they will "engage their global community of members in the US, Canada, the UK, Germany and Australia through technical athletic apparel, real life experiences, special programming, and original content" via the partnership, which will expand brand awareness and reach for both companies.

In addition, a select number of Peloton Instructors, the biggest of whom have 1m-plus Instagram followers and enjoy celebrity status, will become lululemon Ambassadors as part of the partnership.

From 11 October in US, UK, and CA (and in all five of Peloton’s global markets by March 2024) co-branded apparel across lululemon’s product lines will be available for purchase at Peloton retail stores and online at apparel.onepeloton.com. 

Following that from 1 November lululemon Studio All-Access Members, in US and Canada, will have access to thousands of Peloton classes as it becomes the exclusive provider of digital fitness content to lululemon Studio Members. Content will be update on a weekly basis. As a result lululemon will phase out its lululemon Studio Mirror, a 43-in screen upon which lululemon and partner content can be viewed. It said it would continue to support customers with an existing device.

“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 two companies share a vision to advance wellbeing through movement, and this partnership ensures our lululemon Studio Members will have access to the most expansive and dynamic offering of fitness content possible.”

“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.”

Peloton shot to prominence during the pandemic when locked-down consumers turned to its stationary bikes and its Tread while they were unable to attend the gym.

In London it recently opened its new retail store in Covent Garden featuring Peloton branded apparel and merchandise. It is also home to Peloton Studios where members can join live classes and where streaming content is recorded. Peloton showrooms are also located in Spitalfields in London and select John Lewis stores nationwide.