NEW YORK – Peloton, known for its pricey exercise bikes and treadmills, has signed a deal with music superstar Beyoncé (photo above) to promote its products. The company announced a broad, multi-year partnership rooted in the celebration of music — a central component of the Peloton class experience — and pro-social initiatives.
The launch of the collaboration with Beyoncé, the most requested artist by Peloton’s global community of more than 3.6 million members, is commemorating Homecoming season, an annual fall celebration for students at Historically Black Colleges and Universities (HBCUs) that honors tradition and legacy. While most of this year’s Homecoming festivities shifted to virtual celebrations due to the global pandemic, Beyoncé and Peloton worked closely to create a series of themed workout experiences to help extend Homecoming to Peloton members via classes across multiple fitness categories, including indoor cycling, running, strength, bootcamp, yoga and meditation.
The two are also gifting two-year Peloton Digital memberships to students at 10 HBCUs, providing access to a full library of fitness classes through the Peloton App that can be used with or without equipment. The digital memberships will go to students at Bennett College, Clark Atlanta University, Grambling State University, Hampton University, Howard University, Morehouse College and Morehouse School of Medicine, Spelman College, Texas Southern University, and Wilberforce University, by the end of November. Additionally, Peloton will build on its relationships with each of these schools to pursue long-term recruiting partnerships at both the internship and undergraduate levels.
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” said Beyoncé. “I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”
This special content is accessible on the Peloton App, which anyone can try for free via a 30-day trial period, as well as through the Peloton Bike, Bike+ and Tread+. In the coming months, Beyoncé will continue to work closely with Peloton on various forms of class curation across all workout disciplines, touching on areas of importance to her, including music, movement, fitness and wellness. The collaboration with Beyoncé is part of Peloton’s unyielding pursuit to continuously provide an engaging and motivating experience for its members and leverage its products, platform and expertise to positively impact people’s health and well-being.
“Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community,” said Peloton’s Head of Music Gwen Bethel Riley. “It is a privilege to be able to work closely with her and her extraordinary team to broaden access to our platform and collaborate on incredible offerings we think our Members will love.”