Mirror, Mirror on the wall, who’s the healthiest of them all

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In-home immersive experiences are big business—lululemon athletica will pay $500 million for Mirror, creator of the immersive, interactive home gym of the same name

Quick read

➨ The all-cash deal will see Mirror remain as a standalone brand and company under lululemon, which makes and sells athletic apparel, and creates workout content
➨ Lululemon’s acquisition of Mirror follows its investment in the in-home fitness company in 2019, and a content partnership that brought its workout and meditation classes to the platform
➨ Users can access weekly live classes and thousands of on-demand workouts as well as immersive one-on-one personal training, with their ‘reflections’ providing motivation and live feedback

The story

Lululemon athletica has lined up a $500 million deal to buy in-home fitness company Mirror, creator of the immersive, interactive home gym of the same name.

The all-cash deal will see Mirror remain as a standalone brand and company under lululemon, which makes and sells athletic apparel, and creates workout content.

In a similar vein to Peloton, Mirror puts certified trainers in the homes of fitness fans and gym goers.

Users can access weekly live classes and thousands of on-demand workouts as well as immersive one-on-one personal training, with their ‘reflections’ providing motivation and live feedback.

Mirror syncs with Apple Watch for biometric feedback and uses an algorithm to track and rate workouts, all to a user’s favourite music.

Lululemon’s acquisition of Mirror follows its investment in the in-home fitness company in 2019, and a content partnership that brought its workout and meditation classes to the platform.

Calvin McDonald, chief executive officer of lululemon, said: “In 2019, we detailed our vision to be the experiential brand that ignites a community of people living the sweatlife through sweat, grow and connect.”

“The acquisition of Mirror is an exciting opportunity to build upon that vision, enhance our digital and interactive capabilities, and deepen our roots in the sweatlife. We look forward to learning from and working with Brynn Putnam and the team at MIRROR to accelerate the growth of personalised in-home fitness.”

Mirror founder and chief executive officer Brynn Putnam will remain in charge of the in-home fitness company following completion of the acquisition.

Putnam said: “We are thrilled to officially become a part of the lululemon family. As part of lululemon, Mirror can further strengthen its position and accelerate its growth by leveraging lululemon’s deep relationships with its guests, ambassadors and communities, as well as the company’s infrastructure, including its store network and ecommerce channels, to acquire new users.”

Although a different sort of immersion that is usually discussed on VRWorldTech.com, it’s difficult not to spot the trend toward greater interactivity and technology enhancing or recreating an outdoors activity at home, particularly as the coronavirus (Covid-19) pandemic has made so much inaccessible.

Time will tell whether the $500 million purchase price for Mirror proves value for money, but it’s certainly a sign that immersive experiences are in demand, from investors and consumers.

A point with noting is Mirror’s $1,495 price tag—are immersive experiences worthy of such a cost? Let VRWorldTech know what you think via Twitter, LinkedIn, Facebook or editor@vrworldtech.com.

Main image: In a similar vein to Peloton, Mirror puts certified trainers in the homes of fitness fans and gym goers