Peloton Partners with TikTok for Exclusive Fitness Content Integration

Krissy Vann | Host, All Things Fitness and Wellness

Peloton and TikTok have announced a unique partnership aimed at bringing Peloton's workout content to the TikTok community. This collaboration represents a fusion of fitness and digital media, aiming to inspire a new generation of fitness enthusiasts and content creators.

The partnership will feature a dedicated fitness hub on TikTok, labeled #TikTokFitness, showcasing a co-branded space with custom content from Peloton. This initiative marks Peloton's first foray into producing tailored social content for a partner outside its own channels. The content variety will include selected live Peloton classes, both with and without equipment, original instructor-led series, collaborations with creators, clips from Peloton classes, and celebrity partnerships. All these will be accessible under the #TikTokFitness hashtag and curated within the Peloton hub on TikTok.

Oli Snoddy, Vice President of Consumer Marketing at Peloton, commented on the partnership: "Both Peloton and TikTok swiftly adapt to the evolving trends in our respective domains to better engage our audiences. We understand the dynamic nature of fitness engagement and are excited to bring Peloton's unique approach to TikTok's expanding fitness content."

The collaboration taps into TikTok's global user base of 1 billion, aiming to significantly influence wellbeing content through innovative and engaging formats. Peloton's recent brand evolution, themed 'Anyone. Anytime. Anywhere.', will be prominently featured in the Peloton hub, underscoring the brand's commitment to making fitness universally accessible.

Sofia Hernandez, Global Head of Business Marketing at TikTok, expressed enthusiasm for the partnership: "TikTok is a vibrant platform for culture, communities, and conversations. In the fitness sector, we see diverse communities engaging deeply with varied fitness-related content. This partnership with Peloton is set to enrich our platform with inspirational fitness content, offering a space for users to learn, connect with instructors, share their fitness journeys, and find a sense of community."

Following the announcement, Peloton's stock experienced a significant upswing, closing approximately 14% higher after a surge of over 15%.

The #TikTokFitness Powered by Peloton hub will be accessible to users in the United States, United Kingdom, and Canada.

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