Club600
When 600 seconds became a catalyst for connection
1M steps taken together
14,000 minutes of mindful movement
1,600 endorphin rushes unlocked
82.9% likely to attend another LLL event
50% signed up to stay connected
35% new to brand
1 shared science of connection
To build brand love and deepen its connection with communities, lululemon needed a concept that turned movement into meaning. So we created Club 600, a science-backed series proving that it takes 600 seconds of movement to unlock endorphins. A unifying idea that let lululemon partner with diverse communities to test how connection, joy and belonging could be built through sweat.
Across three summer events, Club 600 brought the theory to life through Train, Tennis and Trail - each powered by 600 seconds of shared movement.
Train: We transformed a London Bridge warehouse into a high-energy club-style gym with DJ sets and visuals, inviting Gayns — the queer fitness collective — to lead 600-second circuits that turned sweat into celebration.
Tennis: At Battersea Park, three London communities — Forty Forty, Black Tennis Mentors and SheCanServe — hit the courts for 600 seconds of rally-fuelled connection, joined by lululemon ambassadors to amplify the energy.
Trail: Partnering with Overground, we took movement out of the city and into nature, guiding walkers through 600 seconds of mindful intention-setting before a communal countryside hike and lululemon-branded picnic under the sun.