Lululemon's Celeste Burgoyne Exits After 19 Years; André Maestrini Takes Over Global Commercial Role

When Lululemon Athletica Inc. announced on November 21, 2025, that Celeste Burgoyne was stepping down after 19 years, it wasn’t just another executive departure. It was the end of an era. Burgoyne, who joined the Vancouver-based activewear brand in 2006 as its first U.S. general manager when it had fewer than 10 stores, helped turn it into a $10 billion global powerhouse with over 750 locations. Her exit—effective December 31, 2025—took on deeper meaning because she wasn’t just a leader. She was a builder. And now, with North American sales slowing and consumer loyalty fraying, her departure feels less like a transition and more like a reckoning.

The Architect of Growth Leaves

Burgoyne didn’t just manage stores. She shaped the culture. She oversaw the launch of lululemon’s membership program, led the expansion into e-commerce, and redefined what a retail experience could be—think yoga classes in-store, community events, and a focus on guest experience over hard selling. By 2020, she became the company’s first-ever president, a testament to her influence. Her fingerprints are on nearly every milestone since 2006. She didn’t just grow the business; she made it feel personal. "My time at Lululemon has been both inspiring and rewarding beyond belief," she said in a statement. "I’m proud of what we’ve accomplished." But here’s the twist: Burgoyne’s next move isn’t to another apparel brand. She’s heading to Vail Resorts as executive vice president and chief revenue officer. That’s right—the woman who built a cult following for yoga pants is now running revenue for ski resorts. She’ll oversee pass sales, lodging, dining, and digital platforms across more than 40 mountain destinations, including Park City Mountain and Whistler Blackcomb. Funny enough, she’s already a customer. "My family and I are regular visitors," she noted. "I know the operations inside out."

André Maestrini Steps Into the Void

Enter André Maestrini. The Brazilian-born executive, who joined lululemon in 2021 as executive vice president of international, has been quietly reshaping markets from Europe to Asia. Now, he’s been named president and chief commercial officer—a newly created role that consolidates all global retail, digital, and store operations under one leader. He reports directly to CEO Calvin McDonald, signaling a major shift in power structure. "André has demonstrated a proven ability to unlock opportunities," McDonald said. "He combines operational discipline with deep guest insights." That’s code for: we need someone who can fix the broken parts. Maestrini’s background isn’t in North American retail—he’s spent most of his time growing lululemon overseas. Now he’s being asked to revive the home market.

Why This Matters More Than It Seems

Burgoyne’s exit isn’t happening in a vacuum. It follows the 2024 departure of Chief Product Officer Sun Choe, who was equally credited with designing the products that made lululemon iconic. Analyst Tom Nikic of Needham put it bluntly: "They were two of the key architects to [Lululemon’s] ascendance. The loss of both... is not ideal." What’s happening? Consumers are turning to cheaper, trendier alternatives—Athleta, Outdoor Voices, even Amazon Basics. Lululemon’s premium pricing is under pressure. Sales in North America, which once drove 70% of revenue, have stalled. The company’s product pipeline has felt stale. And now, the two people most responsible for its rise are gone. "It’s the loss of a key source of stability," Nikic added. And he’s right. Burgoyne wasn’t just a CEO-in-waiting. She was the emotional anchor. She knew how to make customers feel seen. That’s harder to replace than a new marketing campaign.

What’s Next for Lululemon?

Maestrini’s mandate is clear: fix the product, re-engage North American customers, and accelerate digital growth—all without Burgoyne’s intimate knowledge of the brand’s soul. He’ll need to do more than tweak designs. He’ll need to rebuild trust. That means listening to customers again, not just chasing margins. It means bringing back the community feel that made stores feel like clubs, not retail outlets. The clock is ticking. Lululemon’s Q3 earnings report, due in early 2026, will be the first real test of Maestrini’s leadership. If sales don’t improve, investors may start asking whether the company’s golden age is truly over.

Behind the Scenes: The Human Side

Burgoyne’s legacy isn’t just in revenue numbers. It’s in the people she mentored. Former employees describe her as someone who remembered your kid’s name, showed up at your daughter’s soccer game, and pushed for flexible hours before it was trendy. She lived in Vancouver, raised her family there, and made the brand feel like home. That’s the intangible asset Maestrini can’t inherit. "I’ll be a lifelong fan," Burgoyne said. And maybe that’s the quietest, most powerful thing she could say. Because if the brand survives, it’ll be because it remembers who she was—and what she built.