Peloton is taking its exercise classes into the short-form world. The company known for its proprietary stationary bikes and its stable of influential instructions enjoyed a Wall Street uptick after partnering with TikTok to announce a fitness hub.
The hub, named #TikTokFitness Powered By Peloton, was announced on January 4. Peloton will provide TikTok users with plenty of options by supplying the fitness destination with exercise class clips, full-length workouts, celebrity collabs, creator partnerships, and more.
Peloton has also pledged to develop “bespoke social content” to populate its TikTok partnerships. Many Peloton classes require the use of the company’s proprietary machines, but most of the videos available through #TikTokFitness will be open to anyone. That strategy is part of a broader shift for Peloton, which has produced personality-driven originals to reel in consumers who may not be interested in purchasing a $3,000 treadmill.
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Initially, #TikTokFitness will be available in the US, UK, and Canada. “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 #thefitnessjourney to bonding as #runnersoftiktok,” 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.”
The market approved of Peloton’s pivot toward short-form content. After announcing its TikTok partnership, the New York-based fitness brand saw its shares rise by 15%. At the same time, some observers have argued that #TikTokFitness content will struggle to stick out amidst the glut of exercise videos on TikTok.
Peloton is looking to diversify in order to stem its post-2020 struggles, but it won’t abandon its hardware. Its bikes and treads are now equipped with an “Entertainment Hub” that recently got a key addition in the form of YouTube TV.
