October 18th, 2022, Lesley Simeon
Canadian athleisure brand, Lululemon, has launched a new fitness membership called Lululemon Studio. The platform offers on-demand, livestream workout classes like boxing, dance cardio and yoga which users can acess on an app and even at partner studios’ physical locations. Additionally, members can access the classes through the “Mirror” – the at-home interactive workout platform lululemon acquired in 2020 – priced at $795.
How many Americans work out within their homes?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – what Lululemon is offering would appeal to 8% of Americans who currently pay for an online or at-home fitness or workout plan.
While 20% of Americans currently have a gym membership, 9% subscribe to go to specialised classes at different locations. These respondents could be interested in Lululemon Studio’s option to access their classes at physical locations.
When it comes to buying work-out equipment to be used in the gym or at home, a large portion haven’t made such a purchase in the last year or submit that they don’t work out.
However, among those that did buy, 9% would consider the price of the equipment while considering a purchase and 8% each would think about the equipment’s ease of use and their fitness needs, respectively.
Now, priced at $795, the Mirror probably won’t be the best bet for Americans that heavily consider price while buying work-out equipment for home. The Mirror streams workouts along with displaying the trainer to guide users through each movement of the fitness routine, right next to their own reflection – a service that can be provided by a trainer at a gym.
The product might tick off other boxes like fitness needs, ease of use and the ability to offer a full body workout and find takers among those consumers that are highly dedicated to build themselves an efficient home gym.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.