Consumer Shows

lululemon Sweatlife

Number of attendees

3,000 a day

Spaces used

Full venue takeover

Number of sponsors/exhibitors

30

Event Duration

3 days

and stretch

a breakdown of the lululemon event

Sweatlife is the flagship event of the lululemon calendar, drawing thousands of attendees to a day of 250 workouts, yoga and lifestyle classes alongside inspiring panels and talks.

Sweatlife began at Tobacco Dock and we are delighted to have accompanied lululemon through its evolution. The team loves the adaptability of space the venue offers them as well as the extensive branding opportunities throughout the space. Tobacco Dock’s convenient location is another strong draw as attendees are able to easily travel to and from the event.

Facilities and facts

Making it their own

The lululemon team made use of plenty of stunning spots for their branding and theming

Drawing the crowds

With over 3,000 attendees each day, the open layout of Tobacco Dock meant it was straightforward to create clear guest flow

Space to grow

Our variety of spaces meant there were ideal locations for all the different activities

Why Tobacco Dock?

The event took over almost the entire venue and put the many spaces to a variety of uses. Talks were held in East Mall, while yoga, meditation, and other exercise classes took place in the Great Gallery, Little Gallery, Dock Gallery and Vaults.

The event used our spaces in an imaginative way, for example using the open vaults walkways for yoga displays. The open multi-levels of the common space are ideal for consumer shows, adding to the buzz and atmosphere of the event.

Ground Floor
Vaults Level
Ground Floor

Ground Floor

The large-scale Great Gallery was ideal for the largest classes such as the popular yoga sessions, while smaller training sessions took place in other spaces across the venue. 
Vaults Level

Vaults Level

Smaller exercise events and catering took place in the Vaults Level. The lululemon team made the most of the spaces available, using the bandstand areas for demonstrations and chill out areas. 

The event

Sweatlife is the flagship event of the lululemon calendar, drawing thousands of attendees to a day of 250 workouts, yoga and lifestyle classes alongside inspiring panels and talks. This year saw the third of their annual lifestyle festivals and for the first time extended to two days.

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