Lululemon is adding a paid membership service called Studio that offers access to digital classes and gives discounts on in-person classes and apparel. The apparel company suggests it may also offer member-exclusive events.
Companies are often taking this approach: offer unlimited access to a digital service, bundle in discounts and other peripheral perks, and charge a flat monthly fee. (Lululemon is charging $39/month.)
Many in the retail industry are seeking to launch a paid membership subscription program to buttress a shaky retail economy and boost their stock price. Even analog brands with no digital offering have entered the subscription game. RH (previously known as Restoration Hardware) famously added one years ago, as did the upscale, fast-serve restaurant Pret a Manger, which offers unlimited coffees each month for a flat fee.
Bridge offers free and paid subscription plans to members.