Peloton’s Latest Bid to Drum Up Sales: Teaming Up With Amazon

Peloton Interactive has signed a deal with Amazon to launch an online fitness store selling a selection of equipment, accessories, and apparel to US consumers.

That includes the original Peloton stationary bike—with its 22-inch HD touch screen and $1,445 price tag—as well as the Peloton Guide “strength training device,” which features a built-in camera and movement tracker for $295.

Peloton Guide
(Credit: Ali Jaber)

Peloton says the move aims to “expand its distribution and more immediately engage” current and prospective Peloton members by making products “more readily accessible” via Amazon(Opens in a new window).

“Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand,” Peloton Chief Commercial Officer Kevin Cornils said in a statement. “We want to meet consumers where they are, and they are shopping on Amazon.”

But it comes at a tumultuous time for Peloton, which experienced a pandemic-era boom when gyms were closed and people were stuck at home. The company couldn’t sustain that growth, though, and dealt with a mid-2021 recall following reports of injuries to children.

More recently, it increased prices on its Peloton Bike+ and Tread Machines, laid off 800 employees, and announced plans to reduce its North American customer support team and shrink its retail footprint in the region. Last month, it also ended in-house manufacturing in favor of outsourcing production to a Taiwanese manufacturer.

Still, customers who purchase through Amazon will have the option for “expert” in-home assembly at no extra cost.

“Peloton is all about bringing their community and energizing fitness routines into the home,” according to Jim Adkins, VP of recreational and vocational categories at Amazon. “We hope to further that mission by providing customers with high quality, innovative products to take their health and fitness to the next level.”

Shoppers can also find accessories like cycling shoes, bike and workout mats, dumbbells, yoga blocks, a heart rate band, and a glass water bottle. A separate tab features an assortment of men’s and women’s apparel, including sports bras, sweatshirts and sweatpants, tank tops, leggings, shorts, socks, sweatbands, and hats.