Lululemon has released a new digital service, Lululemon Studio, for which the prerequisite to join is owning a Mirror fitness screen.

Acquired by Lululemon for US$500m in 2020, Mirror, up until now, has been retailing at US$1,495, but prices have been cut by 50 per cent to US$795 to coincide with the launch, making it more affordable for consumers to join the Studio.

Lululemon Studio’s US$49 per month subscription offers 10,000 established Mirror workouts, as well as at-home streaming from Y7 Studio, AArmy, AKT, Dogpound, Forward_Space, Pure Barre, Rumble and Yoga Six. Members also get discounts on these partner brands’ in-studio sessions and 10 per cent off Lululemon kit.

“Mirror has always been one of the most flexible platforms that can adapt to changing fitness trends,” said Michael Aragon, chief executive officer of Lululemon Digital Fitness. “With Lululemon Studio, we’re expanding our offering to solve our guests’ needs. We see Lululemon Studio as being the daily go-to destination for experiencing the most dynamic content from the industry’s top trainers and studios, covering a range of fitness genres for all levels.”

At the end of last year, Lululemon cut its sales outlook in half for 2021 to US$125-US$130m, following an initial US$250-US$275m projection. Aragon became CEO of Mirror and Lululemon digital fitness shortly after that in January 2022. He joined from Amazon, where he was chief content officer at live-streaming service Twitch, with a remit of expanding the Mirror platform.

In April 2022 the company announced it was aiming to double its digital revenues by 2026 and was going to launch a new membership programme “to build stronger engagement” with consumers and “create the most immersive fitness marketplace in the industry”.

“Our guests’ fitness needs have evolved and Lululemon Studio is solving them by providing members with access to fitness content from our world-class trainers and studio partners at home, on the go and live in studios around North America,” said Nikki Neuburger, chief brand officer.

“Lululemon Studio unlocks the versatility our community has told us they are looking for now. No longer will you have to choose between going to your favourite studio or streaming a class at home, you can have both.”

The move comes as at-home workout providers dive into a race for market share in the fitness subscription business, with Peloton also indicating that content will become more important to it than hardware.