Peloton Interactive signed a partnership agreement with TikTok to create a workout content hub on the company’s short-form video platform, offering a dedicated, co-branded #TikTokFitness hub to house custom Peloton content. TikTok users can stream live Peloton classes, clips of other classes, celebrity collaborations, and original series from instructors as part of the deal.
Peloton said the partnership marks the first time the brand will produce social content for a partner outside of Peloton-owned channels. Shares of Peloton were trading up about 15 percent in late-afternoon trading on Thursday following the announcement.
The partnership comes as Peloton pivots from hardware into a software-focused company, leaning on its exclusive content to drive subscriber growth. It comes about six months after Peloton rebranded as a fitness company “for all” and launched a tiered pricing strategy for its app to make its products accessible to subscribers to workout with or without Peloton equipment.
With one billion active TikTok users globally, #TikTokFitness “has the potential to deeply inspire and positively impact content in the wellbeing space in a new and creative way,” said Peloton.
Peloton’s recent Anyone. Anytime. Anywhere. Brand evolution, which will prominently ground the look and feel of the Peloton hub, will be integrated into the curated content hub on TikTok, “reinforcing the brand’s commitment to making fitness more accessible,” said Peloton.
Oli Snoddy, vice president of consumer marketing at Peloton, said, “Peloton and TikTok both move at the speed of culture to better serve our respective audiences. 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.”
“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 #TikTokFitness Powered by Peloton hub will be available in the U.S., the UK and Canada.
Images courtesy Peloton, Peloton x TikTok
