Peloton - TikTok Fitness Partnership

By 2023, Peloton had a perception problem it couldn't shake. Phenomenal content. World-class instructors. A membership base that was intensely loyal. But to anyone who hadn't tried it, Peloton was still just an expensive bike, a pandemic relic for people who could afford one.

The real product was never the hardware. It was Robin Arzón, Ally Love, and two dozen of the world's best fitness instructors. The question was how to get people to experience that, without needing to spend $2,000 first.

TikTok had already become the default fitness discovery platform for a generation of consumers. Over a billion active users, aged 16 to 60, spending hours finding workouts, instructors, and communities. We partnered with TikTok to build a dedicated fitness hub - TikTok Fitness Powered by Peloton - the first time Peloton content had ever gone off-platform. Short-form classes, live sessions, instructor content, and creator collaborations, served directly to audiences who had never considered Peloton before. Anyone, anywhere, anytime. No bike required.

The partnership ran in both directions. Alongside distributing Peloton content on TikTok, we started to build the Peloton Residency, a programme to bring leading TikTok creators onto the Peloton platform, giving them access to our instructors, studios, and audience. New creators finding Peloton. New Peloton members finding creators. We planned to go much further, including Peloton powering TikTok’s Screen Time Breaks.

On the day of the announcement, Peloton shares surged 15%.