Consumer Research & Gaming Strategy — lululemon
lululemon wanted to understand where gaming intersects wellness for its guests. The research dismantled the assumption that the two audiences are different people — they're often the same person, before and after the workout.
lululemon's "Future of Engagement" work asked a question most wellness brands haven't dared to ask seriously: what does gaming mean for our guests? Not as a marketing channel — as a part of well-being. Answering it required treating gaming with the same research rigor the brand applies to movement.
The method was deliberately mixed: stakeholder interviews inside the company, five expert interviews with game designers and academics, five in-depth interviews with lululemon superfan guests who game, and a quantitative survey to validate what the conversations surfaced.
The data landed the headline finding: 86% of gamer guests believe games positively impact their well-being, and more than 40% spend six-plus hours a week on both fitness and gaming. Same drive, different arenas — common needs, individual character builds. And the loyalty pattern matters for a brand built on community: 41% named a legacy franchise as their favorite game. It's about the quest, not the trophy.
The strategy was framed as myth-busting because the myths were the obstacle — each assumption inside the company answered with evidence. The trends work mapped where the intersection is heading: gaming as a service, meaningful representation, nostalgia remixed, accessibility for all.
Mixed-method research design and synthesis. Insight framework connecting fitness and gaming motivations. Myth-busting point of view for the leadership team. Trend landscape and engagement strategy for where lululemon plays next.