Post by The Globe and Mail

It’s early evening in Toronto’s Leslieville neighbourhood, and in an airy room with exposed-brick walls, a group of women are lying on Reformer Pilates machines. Gripping resistance-weighted bands, bracing their cores and extending their legs in the air, they move through a ballet of minor agony, the likes of which are danced, in various forms, in gyms and studios around the world. These women, perspiring in their spare time, should be Lululemon’s people. And in the warm light of Assembly Movement’s studio, the brand’s silver, Omega-shaped logo does glint off more than a couple pairs of leggings. But so do the clustered dots of the Sweaty Betty trademark, the stylized “A” of Gap’s Athleta, and other labels that the Vancouver apparel pioneer paved the way for. Since its founding in 1998, Lululemon Athletica has created the blueprint for the booming athleisure market, a field that’s now as crowded as a trendy spin class during the after-work rush. What was once a relatively new idea—workout wear for women that was attractive enough to become a streetwear status symbol—has grown into an industry worth billions. Lululemon, too, has grown into a global behemoth. But in recent years, intense competition has the brand breaking a sweat. As a scrappy Canadian startup, Lululemon used to set the trends; now, it’s begun falling behind. And though the company is growing internationally, with operations in more than 30 countries—an expansion that has helped to triple its revenues in just six years—sales have slipped in North America, its biggest market. 🔗 Read more from Susan Krashinsky Robertson https://lnkd.in/gikmKUWh