lululemon Membership Madness

In March 2025, lululemon launched Membership Madness—a two-week campaign designed to grow its free membership program and drive downloads of the lululemon iOS app. It was a first for the brand, and it went far beyond a typical sweepstakes: near-daily offers, free events, product discounts, deals from partners like Peloton and Oura, and major prizes including free lululemon gear for a year, trips to the U.S. Open (tennis and golf), and the Canadian Grand Prix.

The scope was massive—and the timeline was, um, aggressive. Details were being finalized right up to launch, and we had a mountain of information to communicate to guests and lululemon Educators and Ambassadors. I led a two-person copy team that created hundreds of assets across lululemon.com, the app, Instagram, paid social, and paid search. I wrote everything from in-depth story pages and promotional banners to guest emails, app deals, and detailed offer terms.

Membership Madness was a major success: Membership signups and app downloads surged, substantial incremental revenue was generated, and marketing goals were surpassed. The program was so successful that lululemon plans to bring Membership Madness back in 2026.