Exercise equipment manufacturer Peloton Interactive Inc. has launched a new B2B initiative aimed at strengthening its hand among commercial clients in seven verticals:

• Hospitality
• Corporate wellness
• Multi-family residential
• Education
• Health care
• Gyms
• Community wellness

Peloton says it will use the new program, Peloton for Business, to offer equipment and content-based solutions to B2B customers as part of its commitment to empower anyone, anywhere, anytime.

Peloton for Business

The launch of Peloton for Business comes about three months after the manufacturer launched a new marketing campaign to revitalize its brand by shifting the perception that Peloton equipment is only for in-home use. Instead, the new campaign’s messaging will position Peloton as being accessible to fitness enthusiasts of all levels and ages.

With Peloton for Business, commercial clients can provide their employees unlimited access to a Peloton Bike, the Peloton app — which provides access to Peloton instructor-led classes across myriad exercise disciplines — preferred pricing on Peloton equipment, and unique corporate engagement experiences as an employee benefit.

Unlimited access to Peloton bikes

The Peloton app typically costs as much as $24 a month, depending on the options for which users sign up. Commercial clients can also use unlimited access to Peloton bikes as a way to allow their customers to use the equipment free of charge in hotels, multi-family residential gyms, community wellness centers, as well as corporate office gyms and campus recreation facilities.

Peloton for Business will also provide commercial clients access to enterprise-level partnerships that deliver exclusive programming and offers for the audiences of partner brands and organizations. Currently, Peloton for Business is available in the United States, Canada, United Kingdom, Germany, and Australia.

Peloton says that, worldwide, 7.5 million riders have used a Peloton bike in a commercial setting the past 12 months. In addition, more than 93% of Peloton’s commercial clients that offer Peloton Corporate Wellness as an employee benefit have renewed the benefit.

Peloton personnel

Greg Hybl, SVP and general manager, Peloton for Business

As part its commitment to B2B sales, Peloton hired former American Express Co. veteran Greg Hybl as senior vice president and general manager of Peloton for Business. Hybl brings more than 20 years in the strategic partnership, commercial, and business development spaces.

“Our goal is to be a solution-oriented partner that provides customizable options for each client’s unique needs, regardless of a company’s size,” Hybl says in a statement. “By offering both holistic and individualized solutions, we can now widen our client base to include small and mid-sized organizations, in addition to the larger enterprise businesses we currently serve.”

Peloton’s commercial clients represent a variety of industries and sizes. Commercial clients include employee benefits management platform provider Sequoia, hotelier Hilton, the YMCA, Volvo Car USA, and file-hosting service Dropbox.

Seqouia recently launched Peloton in its Wellbeing Bundles, an invite-only network of curated health and wellness vendors. Sequoia clients now have the opportunity to offer Peloton’s classes and corporate engagement experiences to their teams.

“In our pursuit to provide our clients with the most innovative wellness benefits, Peloton for Business was a natural progression as it offers the opportunity to provide employees with access to world-class fitness and wellness content anywhere, anytime, and enables team members to feel more connected to each other,” Kaleana Quibell, Seqouia’s vice president of Wellbeing, says in a statement.

Hilton expands Peloton deal internationally

In October 2022, Hilton began adding Peloton bikes to fitness centers at its properties in the United States. Hilton has since expanded the agreement to properties in Puerto Rico, Germany, the United Kingdom, and participating properties in Canada. Hilton has deployed about 5,800 Peloton Bikes at its properties in those countries and Puerto Rico.

“We know that wellness is a top priority for travelers around the world,” Amanda Al-Masri, Hilton’s vice president of global wellness, says in a statement. “And we have delighted so many guests with this partnership.”

The YMCA is expanding its partnership with Peloton to deploy Peloton bikes at select locations through a new agreement with YMCA associations in San Antonio and Chicago. The YMCA will pilot an integrated hardware and app experience in dedicated Peloton spaces within their fitness facilities in those two cities. The pilot aims to increase accessibility to fitness through industry-leading content, experiential activations, and community events.

Volvo Car USA is partnering with Peloton to improve, reward, and support its employees’ health goals in and out of the office. It provides access to the Peloton App, a Peloton All Access Membership, and discounts on hardware including the Bike, Bike+, Tread, and Guide. The automaker has also placed Peloton Bikes in its existing employee fitness centers.

Dropbox, which partnered with Peloton during the Covid-19 pandemic to create a full-service wellness platform, provides employees in the U.S. access to the Peloton App, Peloton All Access Membership, and discounts on hardware including the Bike, Bike+, Tread, and Guide.

Peter Lucas is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy.

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