Peloton is taking on TikTok.
The exercise and fitness company announced the launch of a partnership with the social media platform in which Peloton will host a new fitness hub dubbed #TikTokFitness.
This effort — #TikTokFitness Powered by Peloton — will bring Peloton’s workout content to the TikTok audience. This marks the first time the fitness company is creating a hub for specialized content outside of its own channels.
The idea is that by tapping into the hashtag #TikTokFitness — which has 1 billion active users — Peloton will be able to expand its reach to more people globally.
“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” Oli Snoddy, VP of consumer marketing at Peloton, said in a statement on Thursday. “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.”
In a video posted to the Peloton TikTok page, Peloton announced the new collaboration and invited people to follow the page for a stream of content featuring instructors, classes and workout tips.
“We’re giving you behind-the-scenes, how-tos, and live-streamed classes right from the studio,” Peloton instructor Ally Love says in the video. “All you gotta do is follow on TikTok.”
Peloton has come a long way since its infamous commercial featuring a woman who was gifted a Peloton bike from her husband went viral in 2019.
People poked fun at the commercial, while others were angered by it, finding offense that it inadvertently suggested men should force their partners to exercise by buying them a Peloton bike.
Since then, however, Peloton has had several brand refreshes.
Its most recent one — dubbed Anyone. Anytime. Anywhere — rolled out in May 2023 and sought to transform Peloton from an at-home bike company to a broader fitness company that can “offer to everyone, at any level, wherever they are.”
The campaign video showed people from all walks of life – various ages, races, and geographic locations — taking part in some form of exercise that works for them.
The latest TikTok partnership reflects Peloton’s further efforts to rebrand itself, this time from an exercise equipment company to one that is software-based, allowing users to tune in and subscribe without any equipment needed. Much of the rebrand efforts stem from decreased demand for at-home bikes following the COVID-19 pandemic’s initial outbreak in early 2020.
As for TikTok, the popular social media platform continues to lean into its users’ interest in health, wellness and fitness trends with a recognizable brand partner.
“Culture, communities and conversations live on TikTok and this offers brands an opportunity to deeply connect with their audiences,” said Sofia Hernandez, global head of business marketing at TikTok, in a statement. “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.”
