Jen Van Santvoord rides her Peloton exercise bike at her home on April 7, 2020 in San Anselmo, California.
Ezra Shaw | Getty Images
Peloton will put bikes in all 5,400 Hilton-owned hotels in the US as part of a partnership announced Monday, as the bike maker pushes to expand its reach.
The partnership will provide at least one bike to each hotel, including the locations of the 1[ads1]8 hospitality companies that Hilton owns, such as Hampton Inn, Embassy Suites and Doubletree. Hilton Honors members will also receive a 90-day free trial of the Peloton app.
Hilton hotels that already have Peloton bikes will have the option to add another. The company says the rollout will begin in the coming weeks, with most locations equipped by the end of the year.
The partnership builds on an existing hotel footprint for Peloton, which says hotel guests have completed 1.6 million Peloton rides so far in 2022.
“My first experience with Peloton was during a hotel stay while on vacation, and I was immediately hooked,” said Betsy Webb, global vice president of Peloton’s commercial division. “We love brands that prioritize their customers’ well-being and couldn’t be more excited to bring Peloton to Hilton guests across the country wherever they are on their fitness journey.”
Peloton, which began as an exclusive, direct-to-consumer brand, has shifted gears to a broader mass-market approach. Last week, the company announced that the bikes, treadmills and other hardware would be sold at Dick’s Sporting Goods locations. Peloton has previously launched nationwide bike rentals, certified pre-owned bikes and a sales partnership with Amazon.
It’s all part of a larger turnaround by chief executive Barry McCarthy, who took the helm from co-founder John Foley in February. The company announced significant changes and layoffs during the transition, as it struggled to end demand from the pandemic.
A representative from Peloton called this year “transformative” for the company and indicated that several changes in the company’s strategy are coming.
Foley left the role of executive chairman in mid-September along with co-founder and Chief Legal Officer Hisao Kushi and the company’s first international hire, Chief Commercial Officer Kevin Cornils. Last week, Peloton’s chief marketing officer Dara Treseder left the company for an executive position at Autodesk.