Peloton and TikTok Partner for A New #TikTokFitness Content Hub
TikTok / Peloton
Peloton and TikTok have announced a new partnership that introduces a content hub on TikTok, called #TikTokFitness Powered by Peloton. The new hub will feature a range of content, including custom Peloton workouts, Peloton classes for both equipment and non-equipment users, an original instructor series, ongoing creator partnerships, class clips, and celebrity collaborations.
@tiktok Peloton 🤝 TikTok. Meet #TikTokFitness, the ultimate collab with exclusive Peloton content, streaming straight from TikTok. Follow along for endless energy. @Peloton ♬ original sound - TikTok
With the arrival of the new year and the focus on health and wellness in many people's resolutions, the timing of this partnership couldn't be more perfect.
Why It Matters: This move represents a pivotal moment in Peloton's rebranding efforts. The company is shifting from being an exclusive brand to becoming an inclusive brand that caters to "anyone, anywhere." Peloton has taken several significant steps towards this transformation, including updating its product offering with new app subscription tiers and collaborating with traditional creators and everyday users for sponsored content. The brand has also launched impactful campaigns that showcase users of all ages and fitness levels and formed strategic partnerships to expand its reach to new audiences.
By partnering with TikTok, Peloton aims to connect with consumers in a more relatable manner. TikTok's diverse user base aligns perfectly with Peloton's mission to cater to a larger audience. Additionally, there is already a thriving Peloton community on TikTok, with videos tagged with #peloton amassing over 1.5 billion views.
This partnership not only benefits Peloton but also adds to TikTok's growing number of collaborations with various brands, including The Walt Disney Company. Similar to that, TikTok will provide its users with more access to the content they care about while further integrating itself into popular culture. It’s likely that Peloton instructors will start directing their audiences to their TikTok accounts during their classes, as opposed to their Instagram accounts, which they have historically done to connect riders outside of classes. This could mean increases in usage and engagement over time for TikTok.
Looking ahead, we could also see Peloton add a TikTok App to Peloton Entertainment, which allows users to watch streaming content from platforms like YouTube TV, HBO, Netflix, and NBATV while they ride or run. This move would align with TikTok's mission to reach bigger screens and meet people who want to be able to consume different types of content as they work out.
