Amazon connects to fitness bike craze

Amazon is partnering with a Peloton competitor to enter the digital fitness market.

Amazon and at-home connected fitness technology provider Echelon are jointly releasing the Echelon EX-Prime Smart Connect Bike, also known as the Prime Bike. Available exclusively to Amazon Prime subscribers, the bike includes a free 30-day trial of Echelon United Membership with purchase, providing access to thousands of live and on-demand classes led by trainers, as well as a number of scenic rides. Echelon offers nine monthly, annual, and two-year subscription packages with various levels of service priced from $19.99 per month to $599.99 for two years.

With six states keeping gyms closed as of August and only 61% of fitness centers making rent payments in that month, consumers have increasingly been exercising at home during the COVID-19 pandemic. Connected fitness bike leader Peloton reported 172% sales growth during Q4, and CVS Health is developing integrated subscription plans for the new Apple Fitness+ connected fitness experience designed for the Apple Watch.

Amazon rarely sits on the sidelines of major retail and technology trends, so this new partnership makes sense. It is also worth noting Echelon sells fitness bikes via Amazon arch-competitor Walmart.  

"We were built on the idea of attainable fitness for everyone,” said Lou Lentine, president and CEO of Echelon Fitness. “The Prime Bike was developed in collaboration with Amazon, aiming to create an amazing, connected bike for less than $500 and it's proven to be a phenomenal match. Amazon looking to us to partner on their first-ever connected fitness product is recognition of our commitment to deliver quality at a reasonable price-point, as reflected in our explosive growth over the last year."