Lululemon Athletica unveils new Vail store
Special to the Daily
VAIL — Stretchy pants seem to expand their reach when they are produced with an ultimate purpose to “elevate the world from mediocracy to greatness.” That’s exactly what Lululemon Athletica states they aim to do with their technical athletic clothing for yoga, running, working out and “other sweaty pursuits,” but the company’s personal development structure stays very active behind the retail veil.
A newly remodeled Lululemon store will be opened Friday in Vail Village, revealing the company’s intentions to connect with the community and inspire people to move their bodies. The space, which was a showroom for two years, is located at 193 East Gore Creek Plaza in Vail Village.
“Locals and visitors can look forward to a beautiful new store in the same space, a more extensive inventory, and a lot of community connection,” said Shenna Engleman, Lululemon Vail store manager.
Grand opening weekend celebrations for the new store will run Friday through Sunday, and include complimentary ski and snowboard waxing, fireside goal chats and s’mores, and free chances to sweat with the Lululemon Vail ambassadors.
“This company loves fitness, but they understand that there has to be this element of joy, laughter and fun — that those are all healthy things too,” said John Mark Seelig, Lululemon Vail ambassador, owner of Lakota Guides, coach at Manic Training and member of the U.S. Men’s Raft Team. “It’s about the whole person, not just the person who goes to the gym.”
The weekend opens with Snowga at 9 a.m., an outdoor yoga class led by ambassador and co-owner of Revolution Power Yoga, Rachel Nelson. The store will have an official ribbon cutting at 10 a.m.
Friday night, Seelig will be MCing the Lululemon Vail “House Party” from 7 to 10 p.m. The party will have live music by Kirby K, snacks by FOODsmith and drinks by 10th Mountain Whiskey and Crazy Mountain Brewery. An RSVP is required. For full details and to RSVP, visit the Lululemon Vail Facebook page at http://www.facebook.com/Lululemonvail.
Saturday morning, ambassador Ellen Miller will lead a hike on Vail Mountain beginning at 7:30 a.m., followed by a yoga class in the store led by ambassador Kim Fuller. A restorative yoga class with ambassador Nicola Farrer will be on Sunday morning at 9:15 a.m., followed by an auction of custom collaborative snowboards from Lululemon and Weston Snowboards, with all proceeds to benefit the local First Descents organization.
As a business owner himself, Seelig said he has learned a lot from the Lululemon Athletica business model.
“Yes, they are selling clothing, but they also realize that if they don’t pour into the fitness community and the people who buy their clothing, then they are doing disservice,” he said. “When they actually sell a garment to somebody, they feel like they are involved with that person — that’s how they have such a community of people who come back and buy their stuff.”
Seelig said Lululemon listens to their community and engages in it — values he explained are not often seen in businesses, especially those that are largely traded.
“I have appreciated being involved with it, because I see how their model of community and customer engagement lends itself to a more loyal customer base,” he said.
Engleman shared how the store is not only a chance for local consumers to enjoy what Lululemon has tagged as “the sweat life,” but also an avenue to invest in personal and career development.
“We’re really settling out roots into the Vail community,” she said. “It’s big investment for us, and we are looking to help elevate the health and wellness here, as well as bring more leadership and career opportunities into the valley.”