Lululemon names Michael Aragon CEO of Mirror

By

Jennifer Braun

Published
Jan 7, 2022

Vancouver-based athletic wear company Lululemon Athletica Inc. announced on Thursday the appointment of Michael Aragon as CEO of Mirror, its interactive at-home gym concept, and Lululemon Digital Fitness. 

In this role, Aragon will oversee the development and expansion of the Mirror in-home digital platform. He will begin his role on January 17, 2022, and will report directly to chief executive officer, Calvin McDonald.

“Mike Aragon has an impressive track record of building successful brands by connecting people and building communities through digital content and experiences,” said McDonald. “He is the ideal leader to chart the path forward for Mirror as we engage with the more than 10 million Lululemon guests who live the sweat life.”

Aragon joins Lululemon from Amazon, where he served as chief content officer at Twitch, for five years. He is credited for increasing the number of creators using the platform from 1 million to 8 million during his tenure, and expanding into new content segments beyond gaming. 

Prior to Amazon, Aragon served as general manager, VRV at Ellation, Inc., and spent more than a decade with the Sony Group Corporation, where he expanded the PlayStation Network beyond gaming, and managed the digital, music and original content services in more than 30 countries.

“Lululemon is a brand synonymous with well-being and building communities, with an incredible opportunity to create the most engaging fitness content available in the industry,” said Aragon. “Mirror has a strong market position with a growing subscriber base, and I look forward to building upon this solid foundation and defining the next chapter of growth with the talented Mirror team.”

Lululemon bought Mirror for about $453 million in July 2020. It initially invested in Mirror in 2019, in a deal that also included a content partnership. The appointment comes as Nike Inc filed a lawsuit earlier this week, accusing Lululemon of patent infringement for making and selling the Mirror Home Gym and related mobile apps without authorization.

Lululemon said in a statement: "The patents in question are overly broad and invalid. We are confident in our position and look forward to defending it in court."