Peloton will put exercise bikes in all Hilton-branded hotels in the US under a partnership announced Monday.
Fitness centers in nearly all 5,400 hotels, which include brands such as Hampton Inn, Embassy Suites and Doubletree, will get at least one Peloton bike by the end of the year, the companies said. Hilton Honors members will also receive a 90-day free trial of the Peloton app.
“As the connected fitness category creator, we are constantly innovating on ways to meet our members and prospective members where they are, and that includes during busy travel seasons,” Betsy Webb, the global vice president of Peloton’s commercial branch, said in a statement. “We recognize the importance for our members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year.”
The partnership comes as the exercise bike maker seeks to turn around the company’s sagging sales by pursuing a more mass market strategy. In August, Peloton announced a partnership with with Amazon to sell a selection of its products — including its popular bike — on the retailer’s platform, the first time Peloton made its merchandise available outside of its own online platform and showroom. Last week, the company announced a further expansion of that strategy, saying it would start selling its treadmills, exercise bikes and other fitness accessories at Dick’s Sporting Goods.
Peloton got a major boost from the pandemic home-workout boom, but the momentum faded drastically as lockdowns ended and consumers felt more comfortable returning to their gyms. The company’s stock is down about 78% year to date.
Barry McCarthy, a former executive at Spotify and Netflix, replaced company co-founder John Foley as CEO in February in a shakeup that also included the company scaling back manufacturing operations and reversing course on its plan for a factory in the US. In April, the company cut the price of Peloton bikes but increased the cost of subscriptions to its online library of fitness content.
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