Lululemon names Twitch exec Mike Aragon CEO of Mirror
- BySaksham Daga | January 7, 2022
Months after the surprise departure of Mirror founder Brynn Putnam, Lululemon today announced that it has named former Twitch Chief Content Officer Mike Aragon to run the connected fitness brand. Effective January 17, Aragon will be stepping into the CEO role for both Mirror and Lululemon`s Digital Fitness line.
“Mike Aragon has an impressive track record of building successful brands by connecting people and building communities through digital content and experiences,” Lululemon CEO Calvin McDonald said in a release tied to the news. “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.”
Putnum stepped down as CEO in September effective immediately, according to a memo that noted Lululemon was on the search for “the right candidate to drive the brand`s next phase of growth.” The news followed the fitness brand`s $500 million 2020 acquisition of the connected fitness startup, as the pandemic was fueling interest in the category.
Aragon joins the company after nearly five years serving as the CCO of Amazonowned livestreaming service Twitch. Prior to that, he was the GM of Crunchyroll’s parent Ellation and the VP of PlayStation Network / Sony.
“Miller has established a position in a strong market with an expanding subscriber base and builds on that solid foundation to define the next chapter of growth with the talented MIRROR team. I’m looking forward to it, “he said in the same press release.
The reopening of the gym has impacted the bottom line of competitors like Peloton, but interest in home fitness continues throughout the pandemic. Mirror is also intensifying competition with other full-screen training platforms such as Tempo and Tonal. Earlier this week, Nike filed a proceeding against Lululemon for infringing six patents related to Miller and related apps.
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