The buzzy at-home fitness company signed a multi-year deal with the singer and fashion designer to create a “series of themed workout experiences” for Peloton’s wide array of exercises, including cycling, running and even meditation.
It’s an important partnership for Peloton at a crucial point for its business: Peloton’s popularity and sales skyrocketed during the pandemic, but investors are concerned that a coronavirus vaccine could persuade people to return to gym memberships and ditch their at-home workouts.
The company said Tuesday that Beyoncé is its most-requested artist from its 3.6 million members.
Beyoncé revealed that shes a Peloton member for “several years” and is excited to partner with a “company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way.”
The partnership is “yet another example of how Peloton continues to introduce breakthrough member experiences to drive engagement, while demonstrating scale and devotion to inclusivity,” Camilla Yanushevsky, a retail analyst CFRA Research, told CNN Business.
The first Beyoncé-curated class, a 30-minute cycling class, is now live on its app. Yoga, strength and run classes will roll out this week with more in the coming months. Financial details weren’t disclosed in the release, but Beyoncé is an investor in the company.