Fitness brand Peloton announced Thursday that it is partnering with social media platform TikTok to launch a new “TikTokFitness @OnePeloton” channel. The channel aims to make fitness content more accessible and engaging to TikTok’s predominantly young userbase.
Key Details of the Partnership
As part of the collaboration, Peloton will produce short-form workout videos optimized for TikTok’s vertical video format. The content will span multiple fitness categories including strength, yoga, meditation, and stretching.
Additionally, the two companies will explore opportunities for TikTok creators to work with Peloton on original content. Select Peloton instructors may also make special appearances on TikTok to promote the partnership.
Benefits for Both Sides
| Peloton | TikTok |
|---|---|
| Exposure to TikTok’s massive Gen Z userbase | Fresh fitness content for users |
| New channel for content distribution | Association with popular fitness brand |
| Potential for new hardware sales | Potential for increased time spent in app |
“TikTok has become a go-to destination for content and creativity that entertains, inspires, and educates,” said Peloton’s Head of Global Marketing, Dara Treseder. “With a shared commitment to motivating and connecting people across the globe, we see this partnership as an opportunity to engage and grow with new audiences.”
Peloton Looks to Jumpstart Growth
The partnership comes at a pivotal time for Peloton, which has struggled with slowing sales growth and other challenges over the past year.
Peloton saw tremendous success during the early months of the COVID-19 pandemic, as home fitness boomed. However, business began to slow as people returned to gyms and other outside-the-home activities.
In 2023, Peloton initiated several cost-cutting measures in areas like logistics and customer support amid falling revenues. The company’s CEO also stepped down as part of a broader shake-up.
Analysts say the TikTok partnership has potential to expand Peloton’s audience, drive engagement, and ultimately support hardware sales. It also represents a low-risk way for Peloton to distribute content to new channels.
“TikTok is serving as a bit of a hail Mary pass for Peloton as it attempts to boost sales and engage with a younger demographic,” said broader shake-up.
What’s Next
In the near-term, analysts expect Peloton will monitor analytics to understand viewer reception of its TikTok content. Key metrics like view count, comments, and shares will signal whether the fitness videos gain traction.
If the initial launch goes well, Peloton may expand its TikTok presence by enlisting more instructors to host videos or running cross-promotions with top TikTok creators. It could also experiment with shoppable video features that enable seamless purchase of Peloton equipment through the app.
Looking ahead, the partnership may pressure competitors like iFit and Echelon to pursue similar collaborations in order to access TikTok’s platform and users. However, analysts note Peloton retains first-mover advantage in the still-nascent social media fitness space.
The market potential remains substantial, with one recent survey finding that 28% of TikTok users said they would purchase at-home workout equipment after seeing it used in a video. If even a fraction of TikTok’s 1 billion monthly active users engage with Peloton’s channel, it could give the company’s customer acquisition and revenue growth a badly needed boost.
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