Lululemon Is Buying Mirror, But Can At-Home Yoga Cancel Gyms?

Photo Credit: Bertyn Cayard, Claire Fountain

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Written by Cassell Ferere originally published on Forbes.com.

Last week, athletic apparel company Lululemon Athletica announced it would be buying the interactive home gym, Mirror, for a cool $500 million. The deal comes as a breakdown of the current pandemic landscape and the fact that gyms have become a scary place for germaphobes and members alike. As these two companies enter into agreements, they are establishing themselves with the fitness and wellness society as legit contenders for workout enthusiasts without entering a gym.

NEW YORK, NEW YORK - MAY 19: Lululemon remains closed on May 19, 2020 in New York City. COVID-19 ... [+] GETTY IMAGES

Capitalizing on the stay-at-home workout trend, Lululemon has decided to go all-in on its previous investment last year in 2019 with the Mirror home gym to increase its “digital and interactive capabilities” as they mentioned in a press release. With yoga, boxing, meditation, a $40 personal training session which was introduced last year, live stream, and on-demand sessions, Lululemon and Mirror are looking to take the sleek home gym to new levels during a pandemic that is predicted to take us into 2021.

Founder and CEO of Mirror, Brynn Putnam was a former dancer at the New York City ballet and opened a fitness boutique back in 2010, called Refined Methods, this reported by CNN Business. She hosted classes in a Manhattan church throughout the week and needed her set up to be nimble enough to move in and out allowing for Sunday service. 

CENTURY CITY, CALIFORNIA - NOVEMBER 19: (L-R) Sara Foster, Kate Beckinsale, and MIRROR Founder & CEO ... [+] GETTY IMAGES FOR THE MIRROR

She needed mostly to resolve her fitness issues as she was pregnant and figuring out how to squeeze a workout into her schedule. Putnam saw the affinity for mirrors and how costumers gravitated to them as they exercised and through that analysis, Mirror was born.  

Putnam wants Mirror to be a key component to staying healthy from home and it has a “different approach than the competition,” she tells CNN Business…

Yoga

Celebrity yoga instructor, writer, therapist, and globally recognized for her TrillYoga, Claire Fountain has noticed the influx of yoga interest during the pandemic. “Since quarantine began, there has been a huge push for remote yoga and meditation,” Claire explains. She has been teaching yoga to pro athletes in the NBA, NFL, and MLB while catering to brands like Amazon, Nike, Adidas, and Target.

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