The Future of Fitness: lululemon Buys Mirror
A $500 million call option on home gyms
Jul 8, 2020 · 10 min readUpdated Jun 25, 2026
Last week, lululemon acquired the home fitness startup Mirror for $500 million. Mirror sells you the equivalent of a beautiful, giant iPad that hangs on your wall for $1,495. Then, if you pay a $39 monthly subscription, you can use a mobile app to turn the Mirror into a fitness class. Both on-demand and live classes are available for everything from yoga to boxing.
You may be wondering why a company that makes yoga pants is buying a company that makes smart mirrors and fitness videos.
Instead of looking at it that way, consider a different frame. Both companies target the same customer: affluent millennials who like to workout and stare at themselves in a mirror.
Kidding aside, this acquisition makes a lot of sense for lululemon. It goes deeper than simply marketing to the same demographic too. A few reasons why lululemon scooped up Mirror:
- Added a recurring revenue stream (something they didn’t have before)
- Opportunity to cross-sell Mirror to their existing customers
- Earn a spot in the connected home with a new hardware product
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