Dive Brief:
- Tonal on Monday launched a trade-in program for Lululemon Studio customers as the apparel brand phases out its Mirror fitness device by year’s end.
- Through the trade-in program, Tonal is offering customers $250 off the purchase of a certified refurbished Tonal Trainer, a free Tonal membership for the first year and the removal of the customers’ Mirror device from their homes at no charge, according to details emailed to Retail Dive.
- The program is intended “to help those who are looking for alternatives to continue their at-home fitness journey,” the company said. Former Mirror coach Lance Parker is joining Tonal as a guest coach, and another “Lululemon Studio favorite” will join in January.
Dive Insight:
Tonal is seeking ways to capitalize on the discontinuation of Lululemon’s Mirror device.
Lululemon Studio in 2020 acquired the Mirror workout device for $500 million. But in September, the company said it would discontinue selling its Mirror device by the end of December. At the time of that announcement, Lululemon said it formed a five-year strategic global agreement with Peloton, in which Peloton would become Lululemon’s exclusive digital fitness content provider, while Lululemon would become Peloton’s primary athletic apparel partner.
For Tonal, the discontinuation of Mirror opens up opportunities to acquire new customers.
Tonal has been expanding its distribution channels, partnering with Nordstrom in early 2021 to put shop-in-shop demo concepts in 40 of the department store’s locations across 20 states. Last month, the brand partnered with Best Buy to allow customers to shop for Tonal’s products online and have Best Buy’s Geek Squad Agents deliver and install the products.
The company has also faced executive changes. Founder Aly Orady stepped down as CEO in April and was succeeded by Krystal Zell, who previously worked with The Home Depot and Starwood Hotels & Resorts Worldwide. Orady at the time stepped into the chief technology officer role.
