Peloton Interactive, Inc. entered into a partnership with Dick’s Sporting Goods to sell its treadmills, exercise bikes and other Peloton-branded fitness accessories in retail stores. DKS is the only brick-and-mortar retailer outside Peloton’s sales channels to sell its fitness equipment.
The deal notes that Peloton’s products will sold in more than 100 DKSstores and through its e-commerce platform commencing early in the holiday season for 2022.
In September, Peloton partnered with Amazon to sell fitness equipment on its U.S. platform to expand distribution.
The collaboration with Dick’s is another step in Peloton’s Chief Executive Barry McCarthy’s turnaround plan to attract more customers, cut losses and improve cash flow.
In a statement, Peloton said, “the collaboration is the latest effort by Peloton to reach new audiences, expand its total addressable market and drive member growth.” Peloton said the move “will expand Peloton’s U.S. geographic footprint and complement its retail presence as the company pivots to growth in the next phase of its transformation journey.”
For DKS, Peloton becomes “another high-value brand” to bring new customers into its stores and to shop its e-commerce site.
“Peloton is a powerful brand with a very loyal following and a product mix that’s compelling for any fitness enthusiast,” said Will Swisher, senior vice president, merchandising, hardlines, Dick’s Sporting Goods. “Being able to offer Peloton to our athletes and to provide an in-store experience for them to see and test products gives us and Peloton extended reach into the fitness market.”
“This partnership is a natural fit for our brand and our member acquisition goals,” said Peloton’s Senior Vice President, Global Direct Sales, Jen Parker. “Dick’s is a consumer-beloved brand with a large, incremental customer base, offering tremendous upside for us to reach broader audiences and attract potential new members. Retail remains a critical touchpoint, and we want to provide the in-store experience that many current and prospective members still covet.”
Peloton Bike, Bike+, Tread, Guide, and select accessories will be sold at Dick’s. Peloton will train DKS employees on how to sell its equipment. At launch, deliveries will be fulfilled by Peloton, with select purchases available for in-store carryout.
Photo courtesy Peloton