Lululemon Expands Digital Workout Offering — Retail Bum

Lululemon is intensifying its commitment to providing virtual workout options to its customers.

The athleisure brand struck a partnership with Xponential, the largest global franchisor of boutique fitness brands, to bridge the divide between digital and in-person fitness experiences.

“Our guests are looking for hybrid fitness options, and this extension of our partnership will enable them to continue to access workouts from Pure Barre, Rumble, AKT, and YogaSix both digitally and through in-person fitness experiences,” Celeste Burgoyne, president of Americas and global guest innovation at Lululemon, said in a statement.

Lululemon’s partnership with Xponential marks the latest effort by the company to expand its fitness offerings. In 2020, the company acquired the remote fitness company Mirror for a sum of $500 million. This acquisition enabled Mirror to function as an independent entity under the umbrella of Lululemon.

Fast forward to September 2022, the Vancouver, Canada-based company launched the Lululemon Studio subscription program at a cost of $39 per month. Initially, this program necessitated owning a Mirror device and granted access to exclusive Mirror content as well as classes from fitness franchises like YogaSix and Pure Barre. However, in March, the company…