Peloton announced plans to launch short-form fitness videos on TikTok. The fitness company will produce content including live Peloton classes, collaborations with celebrities and partnerships with influencers, Peloton says. The content will be branded “#TikTokFitness powered by Peloton” under Peloton’s hub in the TikTok app.
Peloton is No. 45 in the Top 1000. The Digital Commerce 360 database ranks North America’s leading online retailers by their web sales.
“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” Oli Snoddy, vice president of consumer marketing at Peloton, said in a press release. “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.”
The videos will also include popular TikTok formats like “get ready with me” videos, CNBC reported. Those video types are among the most successful at influencing consumers to make a purchase, according to research from Morning Consult. Nearly one-third of Gen Z TikTok users say they’ve made a purchase based on “get ready with me” and “routine” videos.
The videos will be available in the U.S., U.K. and Canada.
TikTok enters ecommerce
The TikTok partnership is the first time Peloton has created custom content for a channel besides its own. In addition, it comes as TikTok is making a name for itself in ecommerce.
The social media company, owned by ByteDance, first launched TikTok Shop in the U.S. in September 2023 after nearly a year of testing. TikTok says it has about 150 million users in the U.S. who can make purchases inside the app while scrolling through videos.
“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,” Sofia Hernandez, global head of business marketing at TikTok, said in a press release. “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.”
In 2024, TikTok aims to compete with Amazon for online shoppers. The company set a goal of $17.5 billion in U.S. ecommerce sales for the year, Bloomberg reported. In 2023, TikTok Shop attained about $20 billion in global merchandise value. The majority of sales came from Southeast Asia.
Peloton tackles a rebrand
Peloton announced a rebranding effort in May 2023 after pandemic success was followed by declining popularity and stock prices.
“We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future,” chief marketing officer Leslie Berland said at the time.
The company promoted its tiered membership products, which can be purchased without owning the stationary bikes it is best known for.
In its first fiscal quarter of 2024 ended Sept. 30, 2023, about 67% of revenue came from subscriptions, the company said. Peloton lost 30,000 members in the quarter, and revenue reached $595.5 million, down from a pandemic high of $757.9 million.
The fitness company also launched a collaboration with athletic apparel retailer Lululemon in September. Lululemon now makes Peloton-branded fitness apparel, sold online and in stores. Lululemon ranks No. 27 in the Top 1000.
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