Overview

• 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.