Lululemon names Twitch exec Mike Aragon CEO of Mirror

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Mirror founder Brian Putnam, months after Lululemon’s surprise departure announced today It stars Mike Aragon, former chief content officer for Twitch, to run the connected fitness brand. Effective January 17, Aragon will step down as CEO for both Mirror and Lululemon’s digital fitness line.

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“Mike Aragon has an impressive track record of connecting people and communities to successful brands through digital content and experiences,” said Lululemon CEO Calvin McDonald in a news release. “He is the ideal leader for Mirror to lead the way forward as we join the more than 10 million Lululemon guests who lead sweaty lives.”

Putnam immediately stepped down as CEO in September, according to a memo that noted that Lululemon was looking for “the right candidate to drive the next phase of the brand’s development.” The news followed the fitness brand’s $500 million 2020 acquisition of the connected fitness startup, with advertising fueling the pandemic in this category.


Aragon joins the company after nearly five years serving as the CCO of Twitch, the Amazon-owned live streaming service. Prior to this, he served as Crunchyroll’s parent, Ellation’s GM, and PlayStation Network/Sony’s VP.

“Mirror has a strong market position with a growing customer base, and I look forward to building on this solid foundation and defining the next chapter of growth with the talented MIRROR team,” he said in the same release.

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Interest in home fitness continues to grow as the pandemic spreads, although the reopening of gyms has affected the bottom line of competitors like Peloton. Mirror has also seen increasing competition from fellow full-screen workout platforms like Tempo and Tonal. earlier this week, Nike filed a lawsuit against Lululemon for infringing six patents related to the Mirror and Connected apps.

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