Sweat fest

By Jessica Smith 25 : 07 : 2016 The Optimised Self : Lululemon : Festival

UK – Sportswear brand lululemon is to hold its own one-day festival dedicated to both physical and mental development.

To nurture the mind and the body, the line-up will include workshops from The School of Life and Higher Selfie
Yoga classes and workshops will be held by the brand’s UK store ambassadors

The SWEATLIFE festival, a one-day wellness event at Tobacco Dock in East London on Saturday 30 July, will offer fitness-goers the chance to take part in activities throughout the day including exercise classes and workshops geared towards mindfulness. The fitness line-up includes classes from renowned boutique studios such as Core Collective, Frame, F45, KOBOX and Xtend Barre.

Borrowing from the multi-stage line-up of music festivals, the activities will not only be based around exercise but will also include a bouncy castle and ping pong, and will end with a mass yoga rave led by lululemon’s global yoga ambassador Gloria Latham and a set by DJ Grandmaster Flash.

There will also be a range of workshops dedicated to mindful development in a bid to improve the mental wellbeing as well as the physical health of visitors. ‘While fitness and nutrition have been widely discussed when it comes to health — we are definitely seeing a heightened awareness around mindfulness and mental wellbeing,’ Lindsay Claydon, lululemon brand and community director in Europe, tells LS:N Global.

The Big Picture

For more on brands creating their own engaging wellness experiences as a way to connect more deeply with their consumers, read our Festival Market report.