Lululemon Continues to Embrace In-Person Fitness

Lululemon is giving fitness enthusiasts 50,000 chances to take a free yoga, Pilates or sculpt class this summer.

The activewear company has launched its Summer Series, a season-long program of free fitness experiences across North America. The 2026 version of the series officially kicked off June 23 at New York City’s Pier 17, where more than 250 guests took part in a Pilates class led by Lululemon ambassador and Hot Pilates founder Shannon Nadj, followed by a performance from DJ Kaskade.

Brand engagement growth

The program builds on Lululemon’s long-running use of fitness instructors, ambassadors and local events to drive brand engagement. It also comes as the company works through a softer stretch in North America, where growth has lagged its international business.

In the first quarter of fiscal 2026, Lululemon reported net revenue of $2.5 billion, up 4% year over year. Americas net revenue fell 3%, while Americas comparable sales declined 5%. International net revenue rose 22%, continuing to outpace the company’s more mature home market.

Lululemon built much of its early identity through yoga studios, instructors and community events, long before it expanded more aggressively into running, training, golf, tennis and lifestyle apparel.

Market competition

That positioning could become more important as the premium activewear market grows more competitive. Alo Yoga, Vuori, Nike, On and smaller brands are all competing for consumers.

Lululemon is focused on defending its premium positioning and regaining momentum in the Americas. Marketing is key for that equation, so the Summer Series leans into an area where Lululemon has historically had an advantage: community fitness events.

Earlier this year, the activewear giant opened a pop-gym in Los Angeles and announced New York-based fitness studio Club Athletic as its partner for similar activations in NYC.