Lululemon is launching a membership program — and it’s about more than workout clothes.

Two tiers of memberships will be offered by the retailer of athletic apparel, one for free and one for a fee, to help build loyalty. They include access to exclusive events and workout classes, as well as items.

Lululemon believes the change could lower the cost for the retailer to attract customers. The company is the largest and most immersive marketplace in the fitness industry.

Lululemon isn’t the only retailer that has launched a loyalty program. However, it is unique in offering customers the option to pay monthly. Lululemon and its competitors could be an inspiration as they seek out new revenue streams.

The Lululemon company announces Wednesday at an analyst event that users will be able to access Lululemon products drops, exclusive items and invitations for in-person community events.

This second option costs $39 per monthly, and is the same as an all access subscription to Lululemon’s Mirror at-home exercise platform. Mirror members will be able to move into the subscription tier. The new tier will offer content from a range of studios Lululemon partners with including Rumble and Pure Barre.

All perks offered by the paid tier will be available to subscribers when they officially launch in fall.

Michael Aragon was the chief executive officer and founder of Lululemon’s Mirror. He spoke for the first time to media since joining Lululemon. Lululemon’s Mirror is a key growth area.

Aragon is a former Amazon executive. took over the chief executive role for Mirror in mid-January. Lululemon has other digital goals. His role is also to oversee them. Lululemon acquired Mirror for $500 million in 2020A time when fitness services such as those offered by connected companies like PelotonHydrow, Tonal and Tonal saw explosive growth due to consumers staying at home or not wanting to go to the gym.

Lululemon recently launched Mirror Shop-in-Shops where customers can try out the Mirror $1,495 device in around 200 locations across North America.

Lululemon is aiming to promote the Mirror brand and give current Mirror customers more bang per buck with its membership push.

Lululemon experimented with a loyalty program back in 2018Before the Covid pandemic. In the trial — which ran in a handful of cities across the U.S. and Canada — members were charged $128 annually for perks such as free shipping, workout classes and special events.

Nikki Neuburger is Lululemon’s chief brand officer. She said that the pilot allowed the company to discover what customers valued most. Priority access, invitations for events, and exclusive fitness content were some of the things Lululemon was able learn.

She said, “The objective here is to create one community across Lululemon Mirror.”

Neuburger and Aragon claim that Lululemon attracts new customers via Mirror, who have never shopped with the store before. Mirror customers also spend significantly more than average Lululemon customers, according to them.

Aragon stated that these deals don’t only deal with content. It’s all about getting. [people]Lululemon is a lifestyle that allows you to wear our gear.

Lululemon may be closer to ClassPass by offering a wider range of fitness products. now owned by Mindbody, which lets users sign up for workout classes from a number of boutique studios as well as national chains — on a subscription basis. 

Athletic apparel companies are not unusual to follow this lead. Alo Yoga has an annual subscription of $20 for their own yoga classes. GapThe Athleta brand teamed up with Obe FitnessTo include a fitness element to their loyalty program.

Lululemon was also announced on Wednesday new financial targets for 2026The forecasted annual revenue is $12.5 billion in 2026.

This is a developing story. Keep checking back for more updates.