Lululemon and Peloton Unite in a Five-Year Partnership: A Harmonious Fusion for Fitness and Wellbeing

Jason Papp
December 26, 2023

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Lululemon and Peloton Unite in a Five-Year Partnership: A Harmonious Fusion for Fitness and Wellbeing 

Two giants of the fitness world, lululemon and Peloton Interactive, declared a groundbreaking five-year strategic partnership. The collaboration promises to "advance wellbeing through movement," says Celeste Burgoyne, President of lululemon. This isn't just another marketing campaign; it's a holistic strategy to engage a combined community of 20 million members across five key markets: the U.S., Canada, the U.K., Germany, and Australia.

A Perfect Pairing?

In this inherently congruent partnership, lululemon will become Peloton's preferred apparel brand, while Peloton takes the role of exclusive digital fitness content provider for lululemon. The end goal? To create a fitness ecosystem that's greater than the sum of its parts, offering members co-branded apparel, special programming, and a seamless integration of fitness and fashion. 

Starting in November, lululemon's Studio All-Access Members can look forward to a rich selection of Peloton classes, tailored to a variety of fitness interests. Whether it's spinning, yoga, or high-intensity interval training, the breadth of options ensures that members have all they need to enhance their fitness journeys.

This collaboration transcends corporate strategy; it resonates on a personal level, amplifying both brands' commitment to enriching individual fitness and wellbeing journeys. It's a new chapter in how consumer-focused companies can not just co-exist, but also co-create value that serves their communities in an enriching, empowering way. And while it's still early days, the strategic partnership could encourage yet more cross-brand collaboration, creating a ripple effect that extends across sectors. 

And early results show a raise in Peloton’s share price since the announcement of their partnership with the former ‘foe’. Remember when Peloton was accused of creating “copycat products” last year and the lawsuit that ensued? Well, that lawsuit seems long settled now.

CNN reported that the partnership stems from both companies realising that “dabbling in areas outside of their core competencies was not yielding results,” according to Neil Saunders, a retail analyst for GlobalData.

“Peloton’s push into apparel was a failure as the selection was weak and looked incredibly lacklustre in stores. The company was not doing sufficient volume to justify the operation,” Saunders told CNN. “Lululemon’s Mirror device was a flop because it was too expensive and too complex.”

“The partnership is beneficial for both firms, but Peloton arguably needs it more as it is still on very shaky ground financially,” he added.

Key investors will closely watch the effects of this partnership. It will be fascinating to see how this alliance evolves.

Credit goes to Dion Camp Sanders, Amanda Davis Shulman, Steve Cirincione, and the rest of the teams at lululemon and Peloton.

Jason Papp
Founder & Editor-in-chief