Tonal is aiming to take market share after Lululemon discontinues Mirror, a competing connected fitness product

• At-home fitness company Tonal is offering a trade-in program for Mirror customers.
• From now through February 12, eligible customers can receive $250 off Tonal equipment.

At-home fitness company Tonal is seizing an opportunity from Mirror's downfall.

After acquiring Mirror in 2020, Lululemon announced in September that it would stop selling the connected fitness equipment in favor of a five-year partnership with Peloton. Lululemon still supports existing Mirror devices, but some customers on social media have wondered how long the guarantee would last.

That loss of customer trust was the perfect opportunity for another at-home fitness company to step in.

Tonal, which has been called the Peloton for strength training, is offering Mirror customers a trade-in program.

Starting Monday until February 12, Mirror owners can trade in their equipment for $250 off their purchase of a refurbished Tonal Trainer. They will also receive the first 12 months of their Tonal membership for free. Tonal will even remove Mirror devices from customers' homes at no cost.

Eligible customers must have a Mirror device and active or inactive Lululemon Studio All-Access Membership. They will need to provide a photo or purchase receipt to verify eligibility.

"This is the perfect chance for fitness enthusiasts looking for a fresh start and an inspiring and intelligent fitness routine centered around our unrivaled coach-led classes," Madelyn Sheldon, Tonal's vice president of marketing and PR said in an emailed statement.

Tonal's $4,000 device is similar to Mirror and provides workout content that customers can stream at home, led by personal trainers. In January, will have "Lululemon Studio favorites" as guest coaches.

Lululemon did not respond to Business Insider's request for comment in time for publication.