What Happened to Mirror (Lululemon fitness device)?

Mirror, an innovative interactive fitness device, launched in 2018, offering live and on-demand workout classes through a sleek, wall-mounted screen. Lululemon first invested in Mirror in mid-2019, recognizing its potential to expand beyond apparel into a holistic 'sweatlife' ecosystem.

The athleisure giant officially acquired Mirror for $500 million in cash on June 29, 2020, amidst the peak of the COVID-19 pandemic, which saw a massive surge in demand for at-home fitness solutions. Lululemon's CEO, Calvin McDonald, stated the acquisition would accelerate the company's 'Power of Three' growth plan by enhancing its digital and interactive capabilities. Initially, Mirror showed rapid growth and high user engagement, with projections of $100 million in revenue for 2020 and anticipated profitability by 2021.

However, as pandemic restrictions eased and gyms reopened, the at-home fitness market faced significant challenges. Mirror's sales underperformed Lululemon's expectations in 2021, leading to a substantial reduction in its revenue outlook. In an attempt to revitalize the product, Mirror was rebranded as Lululemon Studio in October 2022, accompanied by a price drop to $795 for the hardware and new membership perks, including discounts on Lululemon apparel and access to partner studio classes. Despite these efforts, the struggles continued. In July 2023, Lululemon laid off approximately 100 employees from its Lululemon Studio division and integrated the business more closely into its main operations. The company also took a significant after-tax impairment charge of $442.7 million related to Mirror, effectively valuing the business at a mere $58 million, a fraction of its acquisition price.

The definitive turning point came on September 28, 2023, when Lululemon announced a five-year strategic global partnership with Peloton. As a direct consequence of this deal, Lululemon confirmed it would discontinue selling the Lululemon Studio Mirror hardware by the end of 2023. Peloton became Lululemon's exclusive digital fitness content provider, while Lululemon became Peloton's primary athletic apparel partner. Existing Lululemon Studio All-Access members gained access to Peloton's extensive class library starting November 1, 2023, at their existing subscription price. Lululemon committed to producing its own Studio content only until spring 2024, after which the focus shifted entirely to the Peloton partnership for new digital fitness content.

As of July 17, 2026, the Lululemon Studio Mirror hardware is no longer available for purchase. Current owners can still use their devices to access the existing Lululemon Studio on-demand library and a continuously updated selection of Peloton classes through the Lululemon Studio app. The broader fitness mirror market continues to evolve with AI integration and strong demand for at-home solutions, but Lululemon has pivoted away from hardware manufacturing. Lululemon's current strategy for 2026 and beyond emphasizes doubling digital revenue (though this goal has faced challenges), expanding internationally into new markets like India and Europe, and growing its core apparel categories, including new ventures in golf, hiking, and footwear.