lululemon: freelance wellness copywriter

Landing lululemon as a client was a genuine pinch-me moment — as a qualified yoga teacher, long-time customer and wellness enthusiast, I may have boasted about it on Instagram Stories. I was brought in as a freelance copywriter to support the copy team during a busy, transitional period: they had only two senior writers, plus a copy director who'd just transferred from Canada. I was there to pick up mostly business-as-usual copy — email marketing, homepage and website copy, but, lucky for me, I also got to work on some bigger stuff, like the 2026 Global Run and lululemon x Runna marathon campaign copywriting. As well as my favourite task: writing in-store retail copy — love notes for their global stores, including Paris, Budapest and Warsaw. At the end of the contract, the team asked me to stay on.

The magic with lululemon is striking the right balance between performance-driven and aspirational without ever losing the warmth and sense of community at the heart of this activewear brand's tone of voice — the same balance every health, fitness and wellness brand has to strike. Every word has to work hard, whether it's an email subject line or a mirror love note someone reads mid-outfit try-on. There's no room for generic copy: every headline and line of body copy has to relate to one of two things — the product itself, or physical movement. That's how lululemon maintains the tone its community knows and loves.