Peloton Partnerships: What You Need to Know

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Over the years there have been more and more Peloton partnerships. That is, Peloton will partner with different brands for apparel, to sell their merchandise or to give their members an exclusive benefit.

Most recently, Peloton announced its collaboration with Lululemon. You may have noticed that the towels instructors use in class now have both the Lululemon logo and the Peloton logo on them. Also, the blocks they use in yoga classes are now from Lululemon. I took this picture of them when I took a yoga flow, live and in person with Chelsea Jackson Roberts a few months ago.

Two yoga blocks on a grey exercise mat with a fringed blanket, endorsed by Peloton partnerships. — Photo credit: Leah Ingram.

There were leggings with the Peloton logo on it, tank tops that were the same and sports bras. Here are photos of some of the items I had that fit this description.

pink peloton and lululemon bra — Peloton and Lululemon sports bra. Photo credit: Leah Ingram.

So, the combination of Peloton and Lululemon is nothing new.

gray peloton and lululemon leggings — Peloton and Lululemon leggings. Photo credit: Leah Ingram.

New Peloton and Lululemon partnership

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Then, a few years ago, Peloton moved away from those partnerships and started making its own apparel. Clearly, they’ve done a 180, now that they’ve announced their new partnership with Lululemon.

Here is some of the press release from Lululemon:

“Lululemon and Peloton announced a five-year strategic global partnership through which Peloton will become the exclusive digital fitness content provider for lululemon, and lululemon will become the primary athletic apparel partner to Peloton.”
Lululemon

One of the outcomes of this partnership is that Lululemon will no longer offer the Mirror, which the company had rebranded as the Lululemon Studio.

Why does Peloton enter into partnerships

It seems obvious that Peloton has aligned itself with so many different brands for one reason: to make Peloton accessible to the most people as possible. Also, to earn more money.

I get it. And, frankly, I appreciate that there are way more places where you can buy Peloton products now. OK, now onto that list of Peloton partnerships.

Peloton’s Collaboration with TikTok

This was a shocker for me — Peloton’s collaboration with social media giant TikTok. I knew that a lot of Peloton’s instructors were sharing content on TikTok. However, I was stunned to learn that Peloton would start offering short workout content on the TikTok app. This would be available for users everywhere Peloton users are, including Austria, Australia, Canada, Germany and the UK.

Here is how a Peloton investor press release (stock symbol PTON) described the partnership:

“This will result in a new fitness hub on TikTok – #TikTokFitness – on which Peloton will have a dedicated, co-branded hub that houses custom Peloton content: #TikTokFitness Powered by Peloton. This marks the first time Peloton will produce bespoke social content for a partner outside of Peloton-owned channels.”

The press release goes on to say that this original content will include select live Peloton classes. That would be within the Peloton hub on TikTok. My millennial daughter and Peloton user is a TikTok aficionado. I’ll have to ask her what she thinks about all of this and if she’s taken any classes this way. I imagine it will be a lot like taking classes on the Peloton app.

Peloton and the NBA and WNBA

Last week, Jess Sims hosted a class with NBA star Mikal Bridges. It was a run. Before that, Alex Toussaint had Josh Hart in the New York City studio to take a cycling class with him. Maybe now that Iowa basketball star Caitlin Clark has committed to the WNBA draft she’ll end up taking classes at Peloton Studios, too? It’s not unheard of for Peloton to do celebrity collaborations.

Anyway, this is a long way of talking about Peloton’s collaboration with the NBA. This collab also includes streaming NBA content on the “entertainment” option of the Peloton tablet. I wrote about how Peloton members can stream movies, games and live TV in this article about how to watch TV on your Peloton.

Speaking of sports, at one time Peloton joined with the University of Michigan to bring co-branded stationary bikes to the sidelines of games. Also, it hosted at least one class with Michigan students, specifically the Michigan basketball team. And Michigan offered custom bikes for sale to its alumni. However, earlier this year — some six months after first announcing the collab — Peloton said it wasn’t going to continue doing it.

Really, six months? Is that enough time to gauge whether or not a partnership is working? I don’t think so.

Amazon and Peloton

I was so excited when Peloton decided to start selling its wares on Amazon. I devoted this entire article to Peloton on Amazon. Bottom line: the only hardware you can order from Amazon are the original Bike, the Bike Plus and the Peloton Guide.

However, the Peloton store on Amazon lists plenty of accessories (weights, mats, yoga straps) and apparel. Plus, fun stuff like this Peloton magnet decal that I put on my car. It was a lot smaller than I expected. Nonetheless, I proudly have it on the back of my Subaru Forester.

Peloton at Dicks Sporting Goods

A few years, you could start buying Peloton equipment at Dicks Sporting Goods locations. Of course, this is in addition to Peloton showroom locations. Right now, it appears that most hardware and only a few accessories will be for sale at Dicks locations.

This includes:

Original Peloton Bike
Bike Plus
Peloton Tread
The Peloton Guide

In addition, you’ll be able to shop online on the Dicks website for Peloton equipment. As far as accessories, only the bike mat and cycling shoes are listed.

Dicks Sporting Goods locations with Peloton

Of course, there are many more Dicks locations than there are Peloton stores. For example, there are 850 locations in the Dicks Sporting Goods family of retailers. This includes Going Going Gone, the Dicks outlet.

On the other hand, there are fewer than 100 Peloton showrooms and stores in the United States. So if you want to shop in person for Peloton equipment, it will be much easier to visit Dicks.

That being said, not every single Dicks location has Pelotons in store. It’s like Hydrow at Best Buy. I had to travel to Ohio to try out the Hydrow rower for this review.

This link on the Dicks website will take you to a directory of locations with equipment in store. Right now, these are the states where you’ll find a Dicks Sporting Goods with a Peloton store inside:

Arizona
California
Colorado
Connecticut
Delaware
Florida
Georgia
Idaho
Iowa
Illinois
Indiana
Kansas
Kentucky
Massachusetts
Maryland
Maine
Michigan
Minnesota
Nevada
New Hampshire
New Jersey
New Mexico
New York
Ohio
Oregon
Pennsylvania
Rhode Island
Tennessee
Texas
Utah
Virginia
Washington State
Wisconsin

How Peloton purchases will work at Dicks Sporting Goods

From a Peloton and Dicks press release announcing the partnership:

“DICK’S teammates will be trained by Peloton to be fully knowledgeable about Peloton’s suite of equipment to help consumers choose the best products for them. At launch, deliveries will be fulfilled via Peloton’s traditional expert in-home delivery and set up, with select purchases available for in-store carryout.”

Peloton hotel partnerships

When hotels first started offering Pelotons in their gyms, it was because of Peloton’s partnerships with the various Marriott brands.

Primarily, you would find Pelotons in Westin brand hotels. This was the impetus for me to start covering hotels with Pelotons. Then, in 2022, Peloton announced a new hotel partnership. This time it was Hilton hotels. Here are the details.

Hilton Hotel Finder

In Fall 2022 Hilton hotels announced that they were putting Peloton bikes in every U.S. Hilton hotel by year’s end.

That’s great news for Peloton users.

However, in early 2023, my husband stayed at an Embassy Suites by Hilton hotel in Deerfield Beach, Florida, and there was not a Peloton in sight in the hotel gym.

So, caveat emptor.

Also, not all Hilton hotels have Hilton in the name, though many do.

Therefore, if you’re looking for a Hilton hotel, you should know all of the brands in the Hilton family.

You’ll find them in alphabetical order here in my Hilton Hotel Finder.

I’ve included a link directly to each Hilton brand so you can book a room directly with Hilton.

Tempo by Hilton Wellness Room with Peloton Bike

Finally, even if a Hilton hotel doesn’t have a Peloton bike, you may want to book a stay in a Five Feet to Fitness room. These guestrooms have workout centers in them, including 11 different pieces of cardio and strength equipment.

Peloton music partnerships

I’ve always loved Peloton’s themed classes. This is especially true when it comes to music genres or specifically artists. So as far as Peloton’s music partnerships, they run the gamut.

This includes the various artists series, its partnership with Beyonce (which also benefited students at historically Black colleges and universities) and Spotify.

UHC peloton partnership

UHC stands for United healthcare. And the partnership it has with Peloton is with regards to membership discounts.

That is, United Healthcare offers $100 a year in fitness reimbursements. That includes Peloton.

Peloton Airlines partnerships

As I wrote about in this article about using Peloton while traveling, Peloton’s Delta Partnership is all about bringing classes to the seatback TVs in flight. It’s called Peloton in the Clouds.

peloton classes in the clouds delta airlines

Yeah, it seems kind of crazy to imagine doing chair yoga in the middle seat. However, the Peloton Delta offerings also include meditation classes. You don’t need a lot of room for that.

Peloton has a similar partnership with Qantas Airlines, the Australian carrier. It involves classes with Aussie instructor Kirra Michel.

Final thoughts on Peloton partnerships

I’m sure that as time goes on, Peloton will develop many more partnerships with brands. Nonetheless, until I wrote this article, I hadn’t really stopped to consider how many already existed.

If I’ve somehow missed a partnership or if you need more information about one I have mentioned, please post a comment and let me know.