Peloton‘s ever-popular workouts will soon take over the world of TikTok.
The companies said Thursday that a new partnership will bring Peloton’s workout content to TikTok’s 1 billion active global users. The partnership, according to Peloton and TikTok, aims to “merge culture and creativity to inspire a new generation of fitness content and creators.” Peloton, which had a challenging 2023, saw its shares rise more than 8 percent on the news in trading Thursday morning.
“Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” Peloton vice president of consumer marketing Oli Snoddy said in a statement. “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.”
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The partnership will yield a new TikTok fitness hub, #TikTokFitness. According to a statement, this hub — titled #TikTokFitness Powered by Peloton — will house custom Peloton content, and marks the first time the connected fitness platform will produce bespoke social content for a partner outside of its owned channels.
The content, according to the statement, will include select live Peloton classes both with and without equipment, original instructor series, ongoing creator partnerships, class clips and celebrity collaborations. These will be accessible via the #TikTokFitness hashtag and curated on the Peloton hub.
Peloton and TikTok confirmed the hub will be available in the U.S., U.K. and Canada.
“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,” TikTok global head of business marketing Sofia Hernandez said in a statement.
News of the partnership comes at a time when industry leaders are ramping up their fitness app efforts. For instance, with the 2023 FIFA Women’s World Cup looming, Nike revealed five new workouts that debuted on the Nike Training Club app and later on Netflix. The workouts paired Nike’s women’s soccer stars with international Nike Well Collective trainers in July 2023. And in May 2023, Nike announced a partnership with fitness app Strava that allows Nike Run Club and Nike Training Club app members to seamlessly upload their activity into Strava to share with their community across platforms.
In September 2023, Lululemon Athletica Inc. and Peloton revealed they had signed a five-year deal making the athleisure brand the primary athletic apparel provider for the connected fitness company. Also with the partnership, Peloton was announced as the exclusive provider of digital fitness content for Lululemon, starting in 2024.
Prior to Lululemon, Peloton was aligned with Adidas. The two announced their partnership in March 2021, and released several apparel collections and footwear drops during their time working together.