Peloton will put its bikes in 5,400 Hilton-owned hotel in the US

Peloton Interactive will now be featuring its bikes in Hilton hotels, as the exercise equipment brand continues to expand its accessibility to consumers.

The new partnership will provide at least one bike in all of Hilton’s 5,400 hotels and a 90-day free trial of the Peloton app to Hilton Honors members.Hotels that already have bikes have the option to add another.

Expansion into Hilton hotels follows two recent Peloton partnerships with Amazon and Dick’s Sporting Goods to retail the bikes both in store and online. Bikes average a price of $1,660, with a lowest price of $1,445.

These moves indicate Pelton’s desire to grow its customer base, as it recently reported a $1.2 billion quarterly loss and a 30 percent drop in revenue. 

A move into Hilton-brand hotels follows two recent surveys by the two companies, which indicate 98 percent of vacationers prioritize wellness on the road and 90 percent of Peloton users said they were more likely to stay at hotels with bikes.

‘This unique and exciting partnership with Peloton — a brand so many of our guests know and love — accelerates an important part of that equation, allowing us to enhance the stay with an innovative approach to fitness,’ said Matt Schuyler, Hilton’s chief brand officer, in a release.

Betsy Webb, global vice president of Peloton’s commercial branch, said she first used a Peloton while staying at a hotel and that she was ‘immediately hooked.’

‘We love brands that prioritize their customers’ wellness and could not be more excited to bring Peloton to Hilton guests nationwide wherever they are on their fitness journey,’ Webb said.

Beginning as a direct-to-consumer brand, www.solitaryisle.shop Pelton began a shift toward more public retail options after announcing its partnerships with Amazon and Dick’s Sporting Goods.

The moves are a result of new CEO Barry McCarthy taking over the brand after co-founder John Foley, 51, resigned from the position after Peloton shares fell 95.7 percent since December 2020.

Foley was succeeded as board chair by Karen Boone, a former executive at Restoration Hardware and a Peloton board member since 2019.

Hisao Kushi and Kevin Cornils, chief legal officer and chief commercial officer, respectively, also left following Foley’s resignation.

A decision to partner with Dick’s Sporting Goods comes days after Peloton’s global marketing lead, Dara Treseder, announced she was leaving the company. 

A source told that Foley — who along with his wife and other insiders controls close to 60 percent of Peloton’s voting shares — may sell his stake in the company after a cooling-off period. 

After the company went public in September 2019, shortly before the COVID-19 pandemic, it reached an all-time high in stock price at $162 in December 2020.

A surge of popularity during the pandemic ensued as public gyms closed and millions began to exercise in their homes.

But the surge was swiftly followed by a collapse in demand — not helped by scandals surrounding safety, with the recall of their treadmills after a child died, and bad publicity from a much-mocked Christmas advert, and Sex and the City’s male lead character Mr.Big dying from a heart attack following a Peloton class.

These recent moves by Peloton hope to revitalize growth within the company.

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,’ Webb said.

‘So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current members, while also enabling potential new members to experience Peloton for the first time.»