The Role of Athletes in the Business of Sports Technology


For successful companies to continue to thrive, they often find unique opportunities to diversify, while staying true to their brand. The Lululemon acquisition of fitness start-up Mirror provides such an example. A dominant fitness apparel and lifestyle brand ventures into tech—is that good business? To answer that question, professional athlete and CEO of TAGALONG, an organization that connects athletes to improve together, Nick Karwoski shares his perspective. 

Karwoski said, “The connected fitness space, epitomized by Peloton, is growing. The acquisition of Mirror by Lululemon really hits on the convenience factor for consumers. Outside of the pandemic, it’s about access and removing the commute time or other restrictions with in-person training.”

Merging the worlds of retail and technology isn’t exactly oil and water. There are synergies—one could see the purchase of Mirror as meeting consumers where they are to strengthen their connection as a lifestyle brand. “It’s different, not their bread and butter. But it puts them inside people’s homes. It provides many opportunities like augmented reality. Maybe a consumer finishes a yoga class then swipes through apparel options to see how they’d look in them,” Karwoski added.

Lululemon has always been about immersive experiences in-store. They were already providing fitness classes from a space in Chicago. This coupling of different industries with the same audience won’t be the last.

The other aspect of leveraging Mirror and creating buzz around it would be partnerships with professional athletes and fitness influencers. “Personalized lessons from professional athletes could be a big opportunity for Mirror. Mirror will need to work on ways to attract and retain audiences. Those with big followings in fitness could be a great fit for the brands,” Karwoski added.

Follow us on social media for the latest updates in B2B!



innovations in healthcare
Innovations in Healthcare: A Discussion with Dr. Craig Joseph at HIMSS 2024
May 24, 2024

Innovations in healthcare were easy to spot at the recent HIMSS 2024 conference. Healthcare Rethink’s Brian Urban caught up with one of those innovators for a live discussion at HIMSS 2024. podcast, Their conversation opens a window and dialogue into the cutting-edge trends reshaping healthcare technology today. This episode features Dr. Craig Joseph, the…

Read More
Preventing burnout
Achieving Professional Growth and Preventing Burnout: The Importance of Time Management and Support Networks in a Fast-Paced World
May 23, 2024

In today’s fast-paced world, balancing professional growth with personal well-being is more crucial than ever. With the rise of remote work, digital transformation, and the constant hustle culture, finding this balance has become a significant challenge for many. A survey conducted by Deloitte suggests that a whopping 77% of professionals experience burnout at work….

Read More
Fan-Centric Business Transformation
Prop Room
May 23, 2024

In this episode of the Fans First series, Jesse Cole, the mastermind behind the Savannah Bananas, shares with us that in the vibrant world of marketing, creativity knows no bounds—a philosophy embodied by a prop room and studio teeming with eclectic costumes and outlandish ideas. This creative hub, seemingly disconnected from conventional themes like bananas,…

Read More
Ace Gardner and Jacob Lewis discuss NIL Deals and Transfer Portals
NIL Deals and Transfer Portals are Also Impacting College Staff and Their Roles
May 23, 2024

College sports is undergoing a significant transformation with the advent of Name, Image, and Likeness (NIL) rights and the increasing prevalence of transfer portals. These changes are reshaping how college staff operate, presenting both opportunities and challenges. With the rise of NIL deals and transfer portals, understanding the behind-the-scenes impact on college coaching staff…

Read More