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Xponential, Lululemon Reaffirm Retail Partnership

Xponential, Lululemon Reaffirm Retail Partnership

Lululemon’s content deal with Peloton won’t get in the way of its partnership with Xponential Fitness, the athleisure giant confirmed
Update: The headline in a previous version of this article misstated the nature of the announcement made by Xponential and Lululemon. The sides will be continuing their retail partnership. Peloton is now the exclusive content provider for Lululemon.

Although Lululemon has forged a five-year strategic partnership with Peloton and is phasing out its connected fitness Mirror, the brand confirms it is continuing its relationship with Xponential Fitness.

“While Lululemon will strategically move away from providing all partner content on Lululemon Studio after October 31, 2023, we very much look forward to continuing partnering with Xponential Fitness and their local studios around the world,” said Celeste Burgoyne, president of the Americas and global guest innovation for Lululemon.

“We are pleased to continue our successful retail partnership with Lululemon, and we look forward to deepening and expanding our collaboration,” said Anthony Geisler, founder and CEO of Xponential Fitness.

The news comes on the heels of Xponential Fitness sharing some major news of its own, introducing a virtual and mixed-reality app on Meta’s new Quest 3. The deal with Meta provides Quest users with access to the boutique fitness franchisor’s popular brands while delivering an authentic virtual fitness experience.

Lululemon and Xponential renewed and expanded their partnership earlier this summer, giving fitness enthusiasts access to additional Xponential-branded workouts from Pure Barre, Rumble Boxing, AKT and YogaSix on the Lululemon Studio platform.

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Xponential’s partnerships have proven successful, with the company having inked deals with LG, Aktiv Solutions and Princess Cruises. In an exclusive interview with Athletech News, Xponential’s president, Sarah Luna, confirmed that the boutique fitness franchisor will continue to leverage its partnerships to increase brand awareness and drive new members into franchise studios.

On Wednesday, Lululemon and Peloton announced a five-year strategic partnership focused on content and apparel. As part of the deal, Lululemon will become Peloton’s apparel partner, and Peloton will create exclusive digital fitness content for Lululemon Studio starting early next year. Lululemon is officially discontinuing Mirror as part of the deal.

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