As the appeal of at-home workouts has become more ubiquitous during the pandemic, Lululemon, the athletic apparel company, is going all in on the craze.
The company said Monday that it has entered into an agreement to buy home exercise startup Mirror for $500 million. The startup sells an immersive mirror through which customers can participate in fitness classes and personal training sessions.
In a statement, Lululemon CEO Calvin McDonald said the company looks forward to working with Mirror to "accelerate the growth of personalized in-home fitness."
Mirror, which launched in September 2018 and has raised $72 million from investors including Lululemon, is one of several companies changing the fitness landscape by making it easy for anyone to engage in live or on-demand interactive workout classes from the comfort of their home — with a substantial price tag. Mirror costs nearly $1,500 before tax and installation fees, plus ongoing subscription fees of $39 per month (for up to six people in a household) to access its on-demand or live classes. Personal training sessions run an additional $40 each.
While taking classes like cardio workouts, yoga and boxing, customers can see key metrics like their heartbeats-per-minute (or BPM) and calories burned. The device, which is controlled by an app on your phone, comes with fitness bands, a stand and a Bluetooth heart-rate monitor.