Peloton partners with TikTok
Peloton is looking to broaden its appeal by collaborating with TikTok.
The partnership will create a co-branded fitness hub — called #TikTokFitness Powered by Peloton — that will be available on the popular social media platform in the U.S., U.K. and Canada. For the first time, Peloton will produce original social content for a partner outside of its owned channels.
The programming will include select live Peloton classes (with and without equipment required), original instructor series, ongoing creator partnerships, Peloton class clips and celebrity collaborations. All content will be accessible via the #TikTokFitness hashtag, curated on the Peloton hub.
In addition, Peloton's recent “Anyone. Anytime. Anywhere.” brand initiative will prominently feature in the look and feel of the Peloton hub and be integrated into curated content.
Both companies have recently been attempting to expand their reach via partnerships. In November 2023, Peloton entered an apparel and digital collaboration with Lululemon. And TikTok, which recently solidified its presence in the U.S. digital retail space by launching the TikTok Shop e-commerce storefront, has partnered in the past few months with retailers as diverse as Walmart, Newegg and Marshalls.
"Peloton and TikTok both move at the speed of culture to better serve our respective audiences," said Oli Snoddy, VP of consumer marketing at Peloton. "We collectively recognize the way people engage with fitness is constantly changing. Our team is excited to complement TikTok's already burgeoning fitness content by introducing the magic of Peloton to new audiences, and in completely new ways."
Founded in 2012 and headquartered in New York City, Peloton has millions of members across the U.S., U.K., Canada, Germany, Australia and Austria.
TikTok's global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul and Tokyo.
"Culture, communities and conversations live on TikTok and this offers brands an opportunity to deeply connect with their audiences. When it comes to the fitness category, we have thousands of communities coming together to connect on everything from the fitness journey to bonding as runners of TikTok," said Sofia Hernandez, global head of business marketing at TikTok. "We're thrilled that this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community."