Peloton Expands Retail Strategy with Costco Partnership

Peloton's high-end Bike+ will be available at select Costco locations and online, aiming to reach a broader audience during the holiday season.

The Peloton Bike+ will be sold at 300 Costco stores and on Costco.com from November 1 to February 15.
In-store prices for the Bike+ will be $1,999, with online prices at $2,199, both significantly lower than Peloton's usual price of $2,495.
This move is part of Peloton's strategy to recover from declining sales and reach younger, affluent customers.
Costco's membership demographics align with Peloton's target market, with a significant portion of members under 40 years old.
Peloton's partnership with Costco is a limited-time arrangement, reflecting the seasonal nature of fitness equipment sales.