Lululemon Hires Twitch’s Chief Content Officer To Oversee Its Interactive Exercise ‘Mirror’

Lululemon is looking to a top Twitch executive to shepherd its Mirror product, an interactive screen enabling users to take exercise classes from the comfort of their homes — which the athleisure company acquired in 2020 for $500 million.

Twitch’s chief content officer, Mike Aragon, will helm Mirror as CEO following the unexpected departure of Mirror founder Brynn Putnam in September, Techcrunch reports.

Mirror, beginning at $1,200, hosts exercise classes in a variety of disciplines, much in the same vein as Peloton, which programs live spinning classes and other exercise courses sold alongside its bikes and treadmills. Peloton exploded in popularity amid a boon in home exercise precipitated by the pandemic.

“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 statement. “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.”

Prior to serving as Twitch’s chief content officer for five years, Aragon served as the GM of VRV and held VP roles at both PlayStation and Sony.