Lululemon's Celeste Burgoyne Exits After 19 Years; André Maestrini Takes Global reins

When Lululemon Athletica Inc. announced on November 17, 2025, that Celeste Burgoyne was stepping down after 19 years, the fitness world took notice—not because it was unexpected, but because it felt like the end of an era. Burgoyne, who joined the Vancouver-based brand in 2006 as its first U.S. general manager, was more than a senior executive; she was the quiet architect behind Lululemon’s transformation from a niche yoga apparel shop into a $10 billion global powerhouse. Her resignation to become Chief Revenue Officer at Vail Resorts in Broomfield, Colorado, isn’t just a personnel change—it’s a seismic shift for a company wrestling with slowing demand in its home market.

A Legacy Built on Sweat and Strategy

Burgoyne didn’t just grow Lululemon—she helped define its culture. When she arrived in 2006, the company had fewer than 10 stores and barely registered on the radar of mainstream activewear shoppers. By the time she left, it had exploded to more than 750 locations across 20 countries. She was the first person to hold the title of President at Lululemon, a role she assumed in 2020. Her fingerprints are on everything: the rise of the “athleisure” trend, the obsession with fabric innovation, and the cult-like loyalty of its customer base. Analysts like Tom Nikic of Needham called her “one of the key architects to [Lululemon’s] ascendance.”

Her departure follows closely on the heels of Chief Product Officer Sun Choe’s exit in mid-2024—a pattern that’s raising eyebrows. Two top executives gone in under two years? That’s not turnover. That’s a red flag.

André Maestrini Steps Into the Void

Enter André Maestrini. The Brazilian-born executive, who joined Lululemon in 2021 as Executive Vice President of International, was immediately promoted to the newly created role of President and Chief Commercial Officer—effective November 17, 2025—with an annual salary of $950,000. He’ll report directly to CEO Calvin McDonald and now oversees every region, store, and digital channel worldwide. That’s a consolidation of power no one expected. Previously, North America, Asia Pacific, and EMEA operated with semi-autonomous leadership. Now, it’s all under one roof.

Maestrini’s track record is impressive. He led Lululemon’s expansion across China, India, and the Middle East, often turning around underperforming markets. But here’s the twist: he’s never run North America. And that’s the problem.

“He’s great at scaling internationally,” said one former Lululemon store manager in Toronto, who asked not to be named. “But North America? That’s where the soul of the brand lives. And it’s fraying.”

The North American Crisis

Behind the polished press releases, Lululemon’s numbers tell a different story. Same-store sales in the U.S. and Canada have flatlined for three consecutive quarters. Shoppers are trading down to Athleta, Target’s All in Motion, or even Amazon’s private labels. The once-unassailable premium pricing model is under siege.

“Consumers aren’t rejecting Lululemon,” said retail consultant Maya Lin. “They’re rejecting the idea that they have to pay $98 for leggings when they can get something just as good for $40.”

And the product pipeline? It’s been in flux. Internal sources say design teams have been restructured twice since Choe left, leading to delays and misfires. The “Wunder Train” leggings? A hit. The new “Recovery” line? A flop. Burgoyne was the glue holding these pieces together. Her instinct for what customers wanted—before they even knew it—was uncanny.

What This Means for the Future

Maestrini’s mandate is clear: unify operations, cut redundancy, and reignite growth. But the real challenge? Reconnecting with the North American customer. Lululemon’s brand magic was built on community—yoga studios, running clubs, local events. Now, those connections are thinning.

“You can’t scale a community,” said former Lululemon marketing lead Derek Wu. “You can only mimic it. And that’s what they’ve been doing.”

Investors are watching closely. Lululemon’s stock dipped 4.2% the day after the announcement. Analysts now question whether the company can maintain its premium positioning without Burgoyne’s touch. Her final act? Ensuring a smooth handoff. She’ll stay through December 31, 2025, helping train her successor.

In her parting statement, Burgoyne said: “I am so proud of what we have accomplished… I look forward to continuing to support the brand as a lifelong fan.”

And that’s the quiet tragedy here. She didn’t leave because she was burned out. She left because she saw the future—and she knows it won’t look like the past.