Studio
lululemon Studio (formerly MIRROR) is a connected-fitness platform owned by lululemon athletica that delivers at-home workout classes through a smart-mirror device and companion app to existing device-owning consumers, now bundled with Peloton content under an All-Access subscription.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Studio does
lululemon Studio (formerly MIRROR) is a connected-fitness platform that delivers at-home workout content through a proprietary wall-mounted smart mirror and a companion mobile app. Founded in 2016 and acquired by lululemon athletica in 2020 for approximately $500 million, the company was rebranded as lululemon Studio in 2023. The Mirror hardware pairs an HD display with integrated heart-rate and performance sensors, presenting the user's reflection alongside a trainer to enable real-time form correction during live and on-demand classes. Since September 2023, the All-Access Membership has bundled Peloton's extensive class library alongside lululemon Studio's own content, covering Strength, Cardio, Yoga, Meditation, Pilates, and Stretching categories served by 40+ trainers and 10,000+ classes.
Studio firmographics
Firmographics- Name
- Studio
- Legal name
- Curiouser Products Inc.
- Website
- https://mirror.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- lululemon Studio (formerly MIRROR) is a connected-fitness platform owned by lululemon athletica that delivers at-home workout classes through a smart-mirror device and companion app to existing device-owning consumers, now bundled with Peloton content under an All-Access subscription.
- Ownership category
- akta.pro rank
Studio industry classification
Industry- Product category
- Connected Fitness
- NAICS
- Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industry
- Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)
Keywords
Where Studio is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Studio business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- All-Access Membership Subscription: Recurring subscription revenue from All-Access Members who pay to access the lululemon Studio and Peloton content libraries through their Mirror device and companion app. Members maintain their current subscription price as long as their account remains active.
- Mirror Hardware Sales: One-time hardware sales of the Mirror fitness device. Note: The lululemon Studio Mirror Hardware is no longer available for purchase as of the source date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All-Access Membership subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Studio product offering
Product offeringCore offering
lululemon Studio operates a connected fitness platform combining the Mirror interactive hardware device with a companion mobile app and an All-Access Membership subscription. The Mirror device is a wall-mounted HD display that shows trainers alongside the user's reflection while tracking heart rate and performance metrics, streaming on-demand workout classes across Strength, Cardio, Yoga, Meditation, Pilates, and Stretching. Members also receive exclusive lululemon shopping benefits such as 10% off gear, free hemming, early access to product drops, and receipt-free returns. The Mirror hardware is no longer available for new purchase; the All-Access Membership is available only to existing Mirror device owners.
Product overview
lululemon Studio is a digital fitness platform comprising the lululemon Studio Mirror hardware device and the lululemon Studio App companion mobile application. Originally launched as MIRROR (acquired by lululemon), the platform provides an All-Access Membership that gives users access to thousands of workout classes across Strength, Cardio, Yoga, Meditation, Pilates, and Stretching. Following a partnership with Peloton, the platform now integrates Peloton's extensive workout library alongside lululemon Studio's original content, accessible through both the Mirror device and mobile app.
Differentiator
Problem solved
Functional benefit
Products and services
- lululemon Studio All-Access Membership Recurring monthly subscription that grants existing Mirror device owners access to thousands of on-demand workout classes across Strength, Cardio, Yoga, Meditation, Pilates, and Stretching through the lululemon Studio Mirror device and companion app, including Peloton's content library via partnership. Members also receive exclusive lululemon shopping benefits (10% off gear, free hemming, early access to product drops, receipt-free returns) and access to community events with lululemon ambassadors and Peloton instructors.
- lululemon Studio Mirror Device Wall-mounted smart mirror with a full HD display that streams live and on-demand workout classes while simultaneously showing the user's reflection for real-time form correction. The device integrates heart rate and performance tracking and serves as the hardware companion to the lululemon Studio All-Access Membership.
- lululemon Studio App Companion mobile application for the lululemon Studio platform that delivers on-demand workout classes to existing Mirror device owners, integrates Peloton content via the Peloton partnership, and serves as the streaming conduit between the Mirror hardware and the membership content library.
Companies that use Studio
Customer profileSegments2 records
Ideal customer profiles1 record
Studio technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Studio partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pelotoncorelululemon Studio partnered with Peloton to integrate Peloton's extensive library of fitness classes into the lululemon Studio Mirror device and companion app. All-Access Members automatically receive access to thousands of Peloton classes across Strength, Yoga, Cardio, Meditation, Pilates, and Stretching without requiring a separate Peloton membership. New Peloton classes are added weekly to the lululemon Studio App. This partnership significantly expanded the content library available to Mirror owners, combining lululemon Studio's proprietary content with Peloton's digital fitness content.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Studio competitors and assessment
Company assessmentDirect peers
- Peloton Interactive: Peloton is a directly comparable connected fitness platform offering bikes, treadmills, and an extensive library of live and on-demand classes via subscription. lululemon Studio now licenses Peloton's content library, and Peloton competes for the same at-home fitness subscriber.
- Tonal: Tonal is a smart home strength-training system with an embedded display, AI coaching, and a subscription content library, directly comparable to the Mirror's connected fitness hardware-plus-content model.
- Tempo (Tempo Fitness): Tempo offers an at-home fitness station with a large display, 3D sensors for form feedback, and a subscription class library, competing for the same premium connected fitness customer as lululemon Studio.
- Echelon Fitness: Echelon produces connected fitness hardware (bikes, rowers, mirrors) paired with a live and on-demand class subscription, directly overlapping with lululemon Studio's connected fitness mirror and subscription offering.
- Hydrow: Hydrow is a connected rowing machine with a large HD display streaming live and on-demand rowing and strength classes, serving the same premium at-home connected fitness subscriber targeted by lululemon Studio.
- FightCamp: FightCamp is a connected home boxing platform combining a hardware setup (bag, trackers, mat) with a subscription of live and on-demand boxing classes, comparable as a hardware-plus-subscription connected fitness service.
Broad incumbents
- Apple Fitness+: Apple Fitness+ is a broad-incumbent subscription fitness service integrated across Apple Watch, iPhone, iPad, and Apple TV, competing with lululemon Studio's subscription content offering without dedicated fitness hardware.
- iFit (NordicTrack / ProForm): iFit powers NordicTrack and ProForm connected fitness equipment (treadmills, bikes, rowers, ellipticals) with a large subscription content library, overlapping with lululemon Studio's hardware-plus-content model at broader scale.
- Equinox+: Equinox+ is the digital subscription arm of Equinox, offering on-demand fitness classes and content from premium instructors, comparable to lululemon Studio's premium at-home fitness subscription positioning.
- BODi (Beachbody): BODi (formerly Beachbody on Demand) is a broad-incumbent fitness and nutrition subscription with streaming workout programs and an accompanying nutrition business, competing for the same at-home workout subscriber as lululemon Studio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Studio social profiles
Digital presenceStudio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Studio leadership team
Management profileNumber of profiles
Profiles5 records
Studio funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Studio M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Studio
What does Studio do?
lululemon Studio operates a connected fitness platform combining the Mirror interactive hardware device with a companion mobile app and an All-Access Membership subscription. The Mirror device is a wall-mounted HD display that shows trainers alongside the user's reflection while tracking heart rate and performance metrics, streaming on-demand workout classes across Strength, Cardio, Yoga, Meditation, Pilates, and Stretching. Members also receive exclusive lululemon shopping benefits such as 10% off gear, free hemming, early access to product drops, and receipt-free returns. The Mirror hardware is no longer available for new purchase; the All-Access Membership is available only to existing Mirror device owners.
Is Studio a public or private company?
Studio is a private company. It is classified as corporate owned and is currently operating.
When was Studio founded?
Studio was founded in 2016. It employs 251 to 500 people.
Where is Studio based?
Studio is headquartered in New York, United States, in the North America region.
How does Studio make money?
Two revenue lines are on record. All-Access Membership Subscription is the primary driver. The others are mirror Hardware Sales.
Who are Studio's main competitors?
Direct peers on record are Peloton Interactive, Tonal, Tempo (Tempo Fitness), Echelon Fitness, Hydrow and FightCamp. Broad incumbents are Apple Fitness+, iFit (NordicTrack / ProForm), Equinox+ and BODi (Beachbody).
Does Studio have an API?
No public API is recorded for Studio.
What industry is Studio in?
Studio's product category is Connected Fitness. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of CRACAQAH, Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.). Its NAICS code is 62134 and its SIC code is 3651.