Peloton Partners with TikTok to Create New Fitness Hub

In a bid to reach new audiences and adapt to changing fitness engagement, Peloton will host its workout content on TikTok, marking its first time creating customized content for another platform.

Peloton has partnered with TikTok to create a new fitness hub, #TikTokFitness, where it will host its workout content for users in the United States, the United Kingdom, and Canada.
This marks the first time Peloton will create customized content for another platform, aiming to reach new audiences and adapt to changing ways people engage with fitness.
The Peloton hub on TikTok will offer a variety of content, including live Peloton classes, original instructor series, collaborations with creators, snippets from Peloton classes, and partnerships with celebrities.
The partnership comes as Peloton is shifting its focus from hardware to software, leaning on its exclusive content to drive subscriber growth amid falling demand for its equipment.
Despite the partnership, some analysts remain skeptical about Peloton's ability to generate enough paying subscribers to cover its costs.