Dear Calvin McDonald,
As a team of dedicated yoga practitioners, we have bought a quite number of clothes and yoga
mats over the years. One day, one of us went to the Lululemon store at Niagara Outlet and
noticed something curious-leftover fabric from leggings and old yoga mats just disappear.
Where do they go? Could we do something better with them?
1. Proposal
The team proposes a yoga mat recycling program in which customers return their old mats to
Lululemon stores. In exchange, customers could receive incentives such as loyalty points,
discounts, or early access to new product releases. This approach rewards sustainable
behaviour while reducing waste.
Recycling Options:

Donation: Mats in good condition can be cleaned and donated to schools, community
centers, yoga studios, or nonprofit organizations, giving them a second life while
supporting local communities

Recycling into Raw Materials: Mats that are too worn to donate can be processed into
raw materials for yoga blocks, straps, flooring, or padding, minimizing the need for
virgin materials.

Product Line Creation: Leftover mats and fabrics could be transformed into furniture
or accessories to be sold in stores, allowing customers to engage directly with
Lululemon’s
circular-lifestyle
initiatives.
To ensure effective implementation, the program could be piloted in the Toronto flagship store,
with support from specialized recycling partners to manage collection, cleaning, and processing
efficiently.
2. Benefits and Strategic Value
Turning old yoga mats into sport products is not only responsible, but also a profit engine that
customers can see and purchase. Remade furniture is also used in showrooms and brand spaces
as visible advertising.
1) Brand Leadership:
By producing tangible products from recycled mats and fabrics, Lululemon makes
sustainability visible. Unlike competitors who primarily use recycled materials for marketing,
Lululemon allows customers to experience the impact firsthand, positioning the brand as a
leader in circular-lifestyle practices.
2) Customer Loyalty and Revenue:

Direct Profit: Recycled products can be sold at premium prices while maintaining
minimal material costs

Customer Traffic: Reward programs such as “bring a mat, get points” encourage
increased store visits, fostering additional purchases

Scalable Model: As mat collection grows, production can scale naturally, maintaining
simplicity and operational efficiency
3) Investor and Market Confidence:
Tracking the number of mats collected and products produced demonstrates measurable results
of sustainability initiatives. Transparent reporting strengthens investor confidence, supports
fundraising, and ensures compliance with environmental regulations.
3. Implementation
1) Collection:

Place clearly marked recycling bins in stores to allow customers to drop off mats easily.

Partner with delivery companies to facilitate the return of mats from online orders to
stores or warehouses.

Organize community recycling events in collaboration with local gyms to increase
awareness and participation. These events also serve as marketing opportunities to
highlight Lululemon’s environmental commitment.
2) Processing:

Mats will be cleaned and disinfected thoroughly

Severely damaged mats will be disposed of responsibly using environmentally friendly
methods.

Usable
mats
will
mats:
donated
o
Best
o
Slightly
damaged
to
be
sorted
schools
or
mats:
by
condition:
community
organizations
commercial
accessories
o
Worn-out mats: shredded and melted down for industrial by-products.
A structured process ensures that materials are utilized effectively while minimizing waste.
To conclude, the proposed yoga mat recycling program is a practical and impactful way to
reduce waste, engage customers, and demonstrate Lululemon’s commitment to sustainability.
By turning old mats and leftover fabrics into usable products, Lululemon can strengthen
customer loyalty, generate new revenue streams, and position itself as a leader in circular
lifestyle practices.
Starting in Toronto provides the opportunity to refine operations before expanding nationally.
This initiative aligns with customer values and business strategy proving that sustainability can
be integrated into everyday operations while delivering measurable results. It is a chance for
Lululemon to innovate, inspire, and make a real environmental impact-one mat at a time.
Please let us know your perspective on the above idea, it would be our honour to hear from you
and get your feedback.
Thank you for your time and consideration,
With Best Regards,
Yours sincerely,
Bingjie Xiang
Lude Yang
Navneet Kaur
Xintong Han
Xing Wei
Students at BEST Program, Goodman School of Business, Brock University
Under guidance of Professor Lee Van Lankveld