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MX News Update 2024


Life Time signs Lululemon as Pickleball, tennis apparel provider

Luxury athletics club operator is fully committed to pickleball, establishing more than 635 permanent tennis courts nationwide as the sport grows in popularity

Life Time, one of the leaders in the burgeoning pickleball craze, has signed Lululemon as its official apparel partner for pickleball and tennis.

Pickleball remains the fastest growing sport in the US for the third year in a row. The partnership between the activewear giant and the luxury athletic club operator represents market growth for field-specific activewear. Life Time x Lululemon officially launched on May 4 at Life Time Penn 1, Life Time’s New York City location with seven street-level pickleball courts, the most of any facility in the city.

Life Time, the largest owner and operator of permanent pickleball and indoor tennis courts, now has more than 960 courts for the two sports. In 2021, Life Time began its investment in pickleball and has established more than 600 permanent courts nationwide. The company reported a 51% growth in the number of pickleball players on its courts in 2023. This collaboration with Lululemon aims to elevate sports through fashionable and functional sportswear.

“Life Time strives to provide the best for our members – from facilities to apparel,” said Kimo Seymour, who oversees athletic events and media at Life Time. “Collaborating with Lululemon, a brand synonymous with quality and innovation, marks the beginning of an exciting chapter.”

Lululemon will provide activewear to the Life Time community and collaborate on key events across the Life Time club network. This includes participation in select Life Time Pickleball Classic events and presence in Life Time’s Lifeshop, both in-club and online.

Pickleball appears to be here to stay, with approximately 14.58 million people playing the sport last year.

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“This partnership is a testament to the tremendous growth of tennis and pickleball, uniting the best in athletic apparel with premium sports experiences,” said Celeste Burgoyne, president of the Americas and global guest innovation for Lululemon. “Together we strive to strengthen community well-being and create unforgettable racquet sports experiences.”

Life Time published its most recent earnings report on May 1, reporting historic levels of member retention and engagement.