The activewear giant has chosen the squad-based NYC gym concept as one of three brand partners for its brick-and-mortar fitness push. The fast-growing Athletic Clubs is planning to expand into other markets including Chicago
If sweat is the new storefront, Lululemon has selected The Athletic Clubs (ACs), New York City’s hottest “social fitness” squad gym, as its exclusive NYC gym partner for “Yet,” its latest activation built on the idea that progress is perpetual and brings structured workouts to new places.
The Athletic Clubs, backed by Solidcore founder and serial entrepreneur Anne Mahlum, is one of only three gym operators across North America selected for the collaboration, which will bring coached workouts to its clubs.
It also coincides with The Athletic Clubs’ upcoming gym opening at 151 William Street, a 5,000-square-foot facility in Lower Manhattan that will be home to its seventh NYC location. The new gym, dubbed Financial District Athletic, joins The AC’s West Village, Greenwich Village, Williamsburg, Meatpacking, Flatiron and Lower East Side locations, which have more than 2,000 members across 20-person squads.
“Yet mirrors our philosophy,” The Athletic Clubs founder Dane McCarthy, said of the activation. “We build consistency through repetition and shared accountability. The work is ongoing, and it’s collective.”
credit: Grayson Wise for The Athletic Clubs
Beyond its New York roots, The Athletic Clubs has signed leases for Chicago, bringing the social fitness concept to the Windy City.
For Lululemon, the partnership reflects a strategic pivot. After its 2020 acquisition of at-home fitness platform Mirror, which it ultimately shuttered in 2023, the brand has leaned harder into experiential, community-driven activations. Earlier this month, it opened Studio Yet, a three-week pop-up on Melrose Avenue in Los Angeles featuring elite trainers and directing all proceeds to BlacklistLA, a local running nonprofit.
The social aspect of The AC’s has proven scalable enough to attract serious capital. Mahlum led a $3.5 million funding round for the concept last year, having first backed the brand in 2023 after citing its squad training model as a differentiator.
“People aren’t just looking for access to fitness,” McCarthy said. “They’re looking for consistency and connection.”
The energy carried into The AC’s event calendar. Last summer, the brand drew more than 500 competitors and spectators to its third annual AC Games at Hudson River Park’s Pier 76, a squad-based athletic competition with title sponsorship from footwear brand On. The momentum continued into the fall, when more than 500 members filled two venues for its annual Halloween celebration and 600 gathered at Capitale for a black-tie Winter Gala.
